Matthew GibbonsData & Tech Writer
- March 24, 2023
- 6 minute read
- Matthew is a marketing expert focusing on the SEO & martech spaces. He has written over 500 marketing guides and video scripts for the WebFX YouTube channel. When he’s not striving to put out some fresh blog posts and articles, he’s usually fueling his Tolkien obsession or working on miscellaneous creative projects.
How much does a tech stack cost? Businesses spend anywhere from a few thousand to a few hundred thousand dollars each year on tech stacks. Various factors — like the type and number of tech stack tools you use — will greatly impact cost.
When used correctly, a technology stack, or tech stack, is invaluable for automating, streamlining, and personalizing your marketing. But how much do businesses like yours pay for their tech stacks?
Check out our tech stack pricing guide below, and subscribe to Revenue Weekly for more helpful business tips!
Join 200,000 smart marketers and get the month’s hottest marketing news and insights delivered straight to your inbox! “*” indicates required fields (Don’t worry, we’ll never share your information!)
Don’t miss our Marketing Manager Insider emails!
Enter your email below:
Inline Subscription Form – CTA 72
Join 200,000 smart marketers and get the month’s hottest marketing news and insights delivered straight to your inbox!
“*” indicates required fields
(Don’t worry, we’ll never share your information!)
What is a tech stack?
A tech stack is a collection of tools and software businesses use to manage projects, perform services, or create products. Your tech stack will likely include both frontend and backend technologies that work together to power your marketing operations.
Some examples of tech stack tools include:
- Customer relationship management (CRM) platform
- Customer data platform (CDP)
- Data enrichment tool
- Email software
Most companies use between five and 10 tech stack tools, but that range can vary depending on your specific applications.
Why do you need a tech stack?
A tech stack is necessary for any complex, large-scale digital projects or services. You’ll have a hard time building a website or running an effective marketing campaign if you don’t use any tools to get the job done.
With the right tech stack, you can easily access all the tools you need to streamline the process, from building websites to automating routine tasks. Also, the thing about a good tech stack is that all the tools work together. You can avoid having duplicate tools that do the same thing or tools that don’t integrate well together.
How much does a tech stack cost?
A tech stack can cost anywhere from a few hundred to over $100,000 per year, depending on the type and number of tools in your tech stack, as well as their functionalities.
Below, we’ll give a few pricing examples for each type of tech stack tool to help give you a better sense of what to expect.
Here’s a look at pricing for three of the best CRMs on the market:
|CRM||Pricing starts at||Free version available?|
|Nutshell||$16 per user per month||No|
|HubSpot||$45 per month||Yes|
|Salesforce||$25 per user per month||No|
Here are three of the most useful CDPs out there, along with their pricing:
|CDP||Pricing starts at||Free version available?|
|Segment||$120 per month||Yes|
|Oracle||$2000 per month||No|
|Totango||$249 per month||No|
Data enrichment tools
Here’s the pricing for three of the best data enrichment tools:
|Data enrichment tool||Pricing starts at||Free version available?|
|Datanyze||$55 per month||No|
|RingLead||$12,000 per user per year||Yes|
|Snov.io||$33 per month||No|
Here are the prices available for three of the top email software options:
|Email software||Pricing starts at||Free version available?|
|Mailchimp||$13 per month||Yes|
|Drip||$39 per month||No|
|GetResponse||$15.58 per month||Yes|
Marketing automation tools
Here are three of the best marketing automation tools, as well as the pricing for each:
|Marketing automation tool||Pricing starts at||Free version available?|
|MarketingCloudFX||Included with WebFX services||No|
|Marketo||$1195 per month||No|
|Customer.io||$75 per month||Yes|
How to determine the cost of a tech stack
As we just established, we can’t really identify any specific tech stack pricing when we’re talking about tech stacks as a whole. But by figuring out the specific criteria your business is looking for, you can narrow it down enough to estimate a tech stack price for your company.
Here are three steps to figuring out your potential tech stack pricing!
1. Find out what types of tools you need
The first step to estimating your tech stack price is figuring out which types of tools you want to include in your stack, like:
Depending on which type of stack you’re trying to build, do some research on the tools usually included in that stack.
Make sure you plan for the bare essentials, but also take time to consider more optional or niche tools that you could include. You might find it helpful to mark some tools as “essential” and others as “convenient, but not necessary” if you’re initially unsure of what’s in your budget.
2. Identify some options for each tool
Once you’ve worked out which types of tools to include in your tech stack, start doing some research on the best options for each of those types. For example, if you’re looking for a marketing automation tool for your martech stack, you can list some of the best martech tools out there.
It’s okay to start with a lot of options for each tool, but make sure you eventually narrow the list down a bit so you’re not overwhelmed. By the end of this step, you should have 2–4 options in mind for each tool you want to include in your stack.
Bear in mind that many tools offer free demos so you can try out all the different options for yourself to help narrow down the list!
3. Calculate the cost
The final step is to actually estimate your tech stack cost. You can add up all the prices for the cheapest options on your list of tools to find the lowest price you might pay, and you can do the same thing with the most expensive options to find the highest price. That gives you a price range for your tech stack.
From there, it’s a matter of choosing one option for each type of tool, factoring in price along with other factors like reviews and your company’s specific needs. When you’ve definitively picked out all the exact tools you want in your stack, you can easily calculate the final price.
One platform tracking countless metrics and driving stellar results.
One platform tracking countless metrics and driving stellar results.Learn More About Our Proprietary Software
MarketingCloudFX is the perfect start to your marketing tech stack
If you’re building a marketing tech stack, you want to maximize your marketing power while minimizing costs. One tool to help you do that is MarketingCloudFX (MCFX). MCFX comes with an array of marketing features, including things like lead tracking and marketing analytics.
Having so many features in one tool spares you from the added costs that come with purchasing a bunch of different tools. Plus, you can rest assured MCFX is a top-tier tool — using it, we’ve helped our clients drive more than $3 billion in revenue over the past few years alone.
Matthew is a marketing expert focusing on the SEO & martech spaces. He has written over 500 marketing guides and video scripts for the WebFX YouTube channel. When he’s not striving to put out some fresh blog posts and articles, he’s usually fueling his Tolkien obsession or working on miscellaneous creative projects.
WebFX provides digital marketing solutions with expert marketers, designers, and developers to increase visibility, conversions, and revenue. Learn more