MarTech is the next step in traditional digital marketing, where the main challenge is not accessing the tools, but knowing how to use them to their full potential – automating processes and tasks, and supporting smarter decision-making.
The MarTech ecosystem is no longer exclusive to large companies with significant marketing budgets. SMEs can also scale efficiently, automate key tasks and strengthen customer relationships, even with limited resources – and most importantly, achieve better budget performance without sacrificing results.
In this article, we explain how to build a MarTech strategy tailored to SMBs, which tools to prioritize and how to increase the value of a modest investment, helping smaller companies grow without compromising their marketing strategy.
The first thing to understand is that MarTech is the intersection of marketing and technology. It includes all digital tools that help plan, execute, measure and optimise marketing strategies – but its reach goes further. MarTech also enables integration with sales and even customer service processes, covering the full end-to-end customer lifecycle.
From a simple CRM to an automation platform, every tool forms part of the MarTech stack – provided it has an impact beyond operations and contributes meaningfully to the customer journey. Just like in inbound marketing, the customer is always at the centre. The same principle applies to MarTech, and that’s precisely why it’s relevant not only for large companies but also for SMEs.
For an SME, adopting a MarTech strategy is a way to become more efficient, save time and compete more effectively in an increasingly competitive world, where digital plays a key role and there is a heightened awareness of the impact of marketing on sales performance.
In this regard, a study by Verizon Business and Morning Consult revealed that 35% of SMBs are considering implementing a MarTech strategy, while 41% have already done so.
It may seem simple, but the reality is that the market has evolved significantly. There’s a wide range of tools available and increasingly specialised knowledge, which means every SMB should take three key factors into account when defining its MarTech strategy:
Don’t be overwhelmed by the number of available tools – you don’t need a full suite to run your MarTech strategy. In many cases, a good CRM, an email marketing tool and an analytics platform are enough to get started.
Of course, it’s essential that your team – or an expert provider – carries out an analysis of your current strategy to identify pain points and determine where to begin. In both MarTech and traditional digital marketing, there’s no one-size-fits-all formula. Every strategy involves trial and error, where your brand must iterate to find the tools, channels and tactics that deliver the best results for your business.
While it’s important to explore what works best for your brand, it’s essential to choose solutions that can grow with you – without forcing you to change tools, strategy or teams every year.
In MarTech, as in marketing in general, constant shifts can hurt your results. Strategies may not mature, goals might be poorly defined, or you could end up chasing unrealistic targets. That’s why, during the design and planning phase, it’s crucial to listen to experts and always base decisions on data.
Don’t let your data become scattered across different tools or sources – or worse, operate without any data at all. If you’re not measuring your MarTech strategy, you’re wasting resources that are not being used strategically and bring no return to the business.
The more visibility you have over customer behaviour, business performance and market trends, the easier it becomes to make informed decisions that justify your investment in talent, tools and strategy. That’s why it’s so important to centralise your data into a single platform or report, giving you a 360° view of your operations.
Ver también: La ciencia de datos como eje central de la toma de decisiones
The market for tech tools is vast, but here are some recommendations you can consider at this early stage of your business:
It’s important to note that as your business, data and results grow, your tools will also need to become more robust. You’ll likely need to incorporate new technologies and platforms into your strategy to continue scaling effectively — because a MarTech strategy is never static; it’s always evolving.
One of the biggest benefits MarTech offers SMEs is the automation of processes — especially those that are manual, time-consuming and prone to error.
However, automation doesn’t mean removing the human touch or relying less on strategic thinking. Automate repetitive tasks (like email sending, lead tracking or segmentation), but always keep control over key messaging, performance analysis and overall strategy. This is essential for achieving stronger results and better return on investment.
With the rise of AI, some SME leaders believe they now have all the answers at their fingertips, thanks to a simple prompt. But this is a risky mindset — it can actually increase the complexity of scaling your strategy effectively.
AI has brought great advantages in areas like content creation, social media management and even customer service through automated agents. In fact, according to a study by Verizon Business and Morning Consult, published by Okone, 42% of SMEs surveyed are currently evaluating the benefits of such tools for their operations.
To ensure the success of your marketing efforts, it’s essential to understand that the ROI of MarTech should be measured in time saved, qualified leads generated, customers acquired and retained, and in making more informed strategic decisions.
More and more marketing leaders recognise the importance of investing in technology. The 32nd edition of The CMO Survey (2024), conducted by Duke University’s Fuqua School of Business, gathered insights from 292 marketing professionals and leaders, showing that 19.9% of their budget is currently allocated to MarTech — a figure expected to rise to 30.9% over the next five years.
Interestingly, 56.4% of the tools acquired are not being fully used or integrated into marketing strategies, revealing the significant challenges businesses face in managing investments and fully leveraging their tools.
That’s why, when designing your MarTech strategy, you must define your KPIs from the outset — based on your company's chosen methodology (OKRs, MCIs, SMART goals, etc.). This includes deciding whether metrics like conversion rate, cost per lead, response time or engagement are the best indicators of success. From there, you can measure, refine and optimise your strategy according to the results.
A well-implemented MarTech strategy can be a powerful ally for SMBs. Remember — it’s not about having more tools, but about using them wisely. With a strategic approach, you can scale your business, optimise resources and improve CX — without big budgets, but with real impact on profitability.
If you don’t know where to start and need expert guidance, book a meeting with us — let’s talk.
