MarTech Stacks for Small Businesses: Retrospective and Commentary

Originally published October 20, 2025 on MarTech.org

Not all marketing tech is created equally. Local businesses face unique challenges that are vastly different from those of larger corporations. And the tech tools chosen may not have been built with those needs in mind. But in an effort to gain a competitive edge, too many local businesses are falling into the trap of overly complex tech stacks.

Here’s what they end up missing: capitalizing on their strength as a member of their community. As consumers become disenchanted with big business, they actively seek out smaller, local alternatives. So make sure your business is showing up in local searches with your top reviews front and center. Use platforms that complement your business, instead of trying to fit your operations into something cumbersome and inefficient. When you adopt new tools, account for the time it will take to implement and train on.

Your community doesn’t need you to have the most advanced MarTech stack — they need you to keep your promises and make their experience better. Build around that, and you’ll create something no national brand can replicate.

Author’s Notes

Some of my favorite clients over the course of my career have been small local businesses. They bring a passion for their community that is unmatched. But too often they stumble into tech pitfalls as they work to grow and scale. They end up wasting a lot of time and money on things that sound good on paper but really don’t fit their needs. Helping them untangle what works, what could work with some minor adjustments, and what needs to go is a puzzle I enjoy. Once we strip away the excess, we’re left with a leaner, more agile tech stack that actually works for them.

As more marketing tech is developed and released, the easier it is for local businesses to be tempted to add the latest shiny tools to their arsenal. But be sure to approach new tech with a clear understanding of what your business needs and how much it will cost your business in terms of time, effort, and actual dollars. For more on how to build your own lean, mean tech stack, read the full article here.