The Tech Stack: Tools of the Modern Marketer
Conversation marketing isn’t just a mindset — it’s a system.
To deliver real-time, personalised, omni-channel conversations, you need more than creative thinking. You need a tech stack that connects channels, automates intelligently, tracks interactions, and scales without losing the human touch.
This chapter outlines the essential layers of the modern conversation marketing stack — and how to choose tools that align with your goals, size, and stage.
The Stack, Simplified
You can think of your tech stack in five connected layers:
- Engagement Channels – where conversations happen
- Orchestration Layer – manages flow and logic
- Content Layer – delivers messages and media
- Data Layer – tracks behaviour and context
- AI Layer – enhances personalisation and automation
Let’s unpack each.
1. Engagement Channels
These are the touchpoints where conversations happen — think chat, email, messaging apps, voice assistants, or even in-product modals.
| Channel | Example Tools |
|---|---|
| Live Chat / Website Chat | Intercom, Drift, Tidio |
| Messaging Apps | WhatsApp Business, Messenger API |
| Social DMs | Sprout Social, Hootsuite Inbox |
| Voice | Alexa Skills, Google Assistant |
| In-App | OneSignal, Appcues |
2. Orchestration Layer
This is your conversation engine — the logic layer that decides what happens next based on customer inputs, context, or AI triggers.
| Tool | Purpose |
|---|---|
| Landbot, Voiceflow | No-code flow builders for bots and voice UX |
| Dialogflow, Botpress | NLP-driven conversation engines |
| Salesforce Marketing Cloud | Multi-step journey automation |
| Zapier, Make (Integromat) | Connect tools and trigger workflows |
3. Content Layer
Here’s where your conversation-ready content lives: the copy, assets, templates, and dynamic responses.
| Tool / Platform | Purpose |
|---|---|
| Notion, Airtable | Manage message blocks, FAQs, scripts |
| CMSs like Contentful | Structure reusable content for delivery |
| ChatGPT / Claude | Assist with copywriting and response variation |
Store it once, deliver it dynamically based on audience and intent.
4. Data Layer
This is the intelligence behind the interaction. It includes everything from user profiles and purchase history to behavioural insights and event triggers.
| Source | Value Provided |
|---|---|
| CRM (e.g. HubSpot) | Contact data, lifecycle stage |
| Analytics (GA4, Amplitude) | Real-time behaviour, funnels |
| CDPs (Segment, mParticle) | Unified customer profiles across channels |
| Surveys & Feedback | Preferences, satisfaction, sentiment |
Connect data to context — this is what makes conversations feel personal.
5. AI Layer
This is what elevates your stack from responsive to intelligent.
| AI Capability | Example Tools / APIs |
|---|---|
| Natural Language Understanding | OpenAI, Cohere, Microsoft Azure AI |
| Personalisation / Prediction | Adobe Sensei, Dynamic Yield |
| Sentiment Analysis | MonkeyLearn, IBM Watson, Lexalytics |
| Generative AI for Copy | ChatGPT, Jasper, Writer |
You don’t need everything at once — start with tools that enhance one layer and grow from there.
Real-World Example: Domino’s Pizza
Domino’s uses an integrated tech stack to let customers order via chatbot, track orders in real time, get follow-up notifications, and access support across channels. It’s not about flashy AI — it’s about frictionless, connected service.
Integration Is Everything
A brilliant chatbot with no access to your CRM is a dead end. A great piece of content that can’t be triggered by behaviour is wasted.
The goal is not more tools — it’s smarter connections.
Look for platforms with:
- Open APIs and webhooks
- Native integrations with your current stack
- Unified dashboards or data sync
- Scalable pricing and modular add-ons
What This Chapter Really Means
Tech won’t replace strategy — but without the right stack, strategy stays stuck in slides. The modern marketer’s edge comes from aligning tools with intent, data with dialogue, and content with context.
“The best tech stack isn’t the biggest — it’s the one that works together.”
— Jonny Bowker