Building a MarTech Tool: Lessons from the Uncertainty of Coin Collecting

Ever spent hours sorting rare coins, only to realize the real value wasn’t in the metal—but in the story behind each piece? That same curiosity, patience, and eye for detail are what make building a MarTech tool truly rewarding. As a developer, I’ve found that creating tools in the marketing technology space isn’t just about code. It’s about understanding the ecosystem, connecting the dots, and solving real problems—much like piecing together a vintage collection where every element matters.

Understanding the MarTech Ecosystem

The MarTech world moves fast. But instead of chasing trends, focus on what matters: building tools that fit naturally into how marketers actually work. Think of it like assembling a custom coin display—each slot has to align perfectly with the pieces you’re showcasing.

Start by mapping the core systems marketers depend on:

• CRM Integration: Salesforce and HubSpot aren’t just platforms—they’re where customer relationships live. Any tool worth using needs to plug into them smoothly. I’ve learned the hard way that skipping API rate limits or misreading data schemas can turn a promising integration into a support nightmare.
• Customer Data Platforms (CDPs): Tools like Segment or mParticle pull data from everywhere—websites, apps, emails—and make sense of it. When your MarTech tool can read and write to a CDP, you’re not just storing data. You’re building a better story about who your customers are.
• Email Marketing APIs: Mailchimp, SendGrid, and Amazon SES power campaigns at scale. But their real value? The ability to trigger the right message at the right time—like sending a follow-up three days after a visit, based on what someone clicked.

No tool exists in a vacuum. The best ones feel like extensions of the stack, not bolt-ons.

Building Marketing Automation Tools

Automation isn’t about replacing people. It’s about giving them back time to think, create, and connect. I’ve built tools that automate email sequences, yes—but the real magic happens when those workflows feel personal.

Workflow Automation

Marketers need flexibility. They want to say, “If someone opens this email but doesn’t click, send them something different.” That’s conditional logic—and it’s easier to build than you think. Here’s a simple Node.js example:

const { sendEmail } = require('./emailService');

function handleEmailOpen(emailId) {
  const clickData = getClickData(emailId);
  if (!clickData.clicked) {
    sendEmail(emailId, 'followUpTemplate');
  }
}

This kind of logic turns static campaigns into conversations. It’s like noticing a coin isn’t getting the attention it deserves—and adjusting the lighting just right.

Personalization at Scale

Nobody wants to get “Dear Customer.” But “Hi Alex, we saw you left those headphones in your cart”? That’s different. Use CDP data—name, browsing history, past purchases—to personalize content across emails, landing pages, and ads. The more relevant it feels, the more likely someone is to engage.

I once tested two versions of an onboarding email: one generic, one tailored. The personalized version had 40% more clicks. Small change. Big impact.

Scalability and Reliability

Your tool might start small—but it must grow. That means using cloud services like AWS or Google Cloud, writing code that handles errors gracefully, and optimizing for performance. I once built a campaign that triggered 50,000 emails in an hour. Without proper queueing and retries, it would’ve crashed. With them? Smooth delivery, every time.

Integrating with CRM Systems

CRMs are where sales and marketing meet. A strong integration doesn’t just sync data—it strengthens collaboration.

Salesforce Integration

Salesforce’s REST API is powerful, but it can be picky. I’ve spent entire afternoons debugging OAuth tokens and field mappings. But once it works? You can pull customer records, update deals, and track interactions—all from your tool. Here’s a basic fetch example:

const axios = require('axios');

async function fetchSalesforceData(endpoint, accessToken) {
  const response = await axios.get(`https://yourInstance.salesforce.com/services/data/v50.0/${endpoint}`, {
    headers: {
      'Authorization': `Bearer ${accessToken}`
    }
  });
  return response.data;
}

Pro tip: cache data where you can. Constantly hitting the API slows things down and risks hitting limits.

HubSpot Integration

HubSpot’s API is developer-friendly, with clear docs and SDKs. Like Salesforce, it uses OAuth, but it also supports webhooks—perfect for real-time updates. For example, when a lead status changes in HubSpot, your tool can instantly adjust the next email in the sequence.

Leveraging Customer Data Platforms (CDPs)

CDPs are like the cataloging system in a coin collection. They take messy, scattered data—clicks, purchases, page views—and organize it into a clean, usable format. I’ve seen tools fail because they tried to manage data in-house. CDPs save time, reduce complexity, and improve accuracy.

Data Ingestion and Normalization

CDPs pull from web analytics, CRMs, email platforms—you name it. Your tool just needs to read the output. Understand the CDP’s API and data schema, and you’ll save weeks of development time.

Audience Segmentation

Need to target users who abandoned their cart in the last 24 hours? Or repeat buyers in a certain region? CDPs make it easy. Fetch those segments via API and use them to trigger targeted campaigns. I once built a tool that sent a discount email to cart abandoners. Conversion rate? Up 25% in a week.

Utilizing Email Marketing APIs

Email still works. And with the right API, you can make it work *better*.

SendGrid Integration

SendGrid is reliable, well-documented, and great for transactional emails. Here’s how I send welcome messages:

const sgMail = require('@sendgrid/mail');
sgMail.setApiKey(process.env.SENDGRID_API_KEY);

const msg = {
  to: 'example@example.com',
  from: 'you@example.com',
  subject: 'Welcome to Our Service',
  text: 'Thanks for signing up!',
  html: 'Thanks for signing up!',
};

sgMail.send(msg);

But I also use webhooks to track opens and clicks. That data feeds back into workflows—like nudging users who haven’t engaged in a while.

Mailchimp Integration

Mailchimp’s API is great for recurring campaigns and list management. I’ve used it to sync segments, update tags, and trigger campaigns based on user behavior. And yes—webhooks again. When someone unsubscribes, I make sure my tool knows, so we don’t send another email.

Key Takeaways

Building a MarTech tool isn’t about flashy features. It’s about solving real problems with clean, thoughtful code.

• Integrate deeply with CRM systems like Salesforce and HubSpot. Don’t just connect—sync, update, and enhance.
• Use CDPs to unify data and create smarter audience segments. Your tool will feel intuitive, not intrusive.
• Connect to email APIs to send the right message at the right time. And track what happens after.
• Build for scale from day one. A tool that breaks under pressure won’t last.

Like coin collecting, MarTech tool development is a long game. The best pieces—whether a rare 1913 Liberty Head nickel or a well-architected automation workflow—take time, attention, and a little obsession. But when it clicks? That’s the moment worth building for.

Related Resources

You might also find these related articles helpful:

• From Coin Blisters to InsureTech Breakthroughs: Modernizing Legacy Systems & Risk Assessment – Insurance is overdue for a fresh approach. Think of it like sorting through a jar of coins – most look ordinary, but a f…
• Blister or Doubled Die? How Coin Collectors and PropTech Innovators Can Learn from Each Other – Ever held a coin up to the light, squinting at a tiny flaw? Was it a blister—just a harmless blemish—or a rare doubled d…
• From Coin Anomalies to Market Anomalies: How a “Blister or DDO” Mindset Can Sharpen Your Quant Trading Edge – In high-frequency trading, every millisecond matters. But what if the real edge isn’t speed — it’s attention to detail? …