How to Build a Marketing Technology (Martech) Stack That’ll Grow With You

What’s going to your advertising workforce appear to be six months from now? Or a 12 months from now? How many individuals will you add? What new instruments, methods, and information will you want?

There are plenty of potential questions you possibly can ask about the way forward for your small business, however there may be one certainty: you may cope with extra information, extra folks, extra processes, and extra complicated issues as you develop.

However how do you cope with that in your advertising workforce? That’s the place advertising know-how, or martech, is available in. By automating duties and eradicating obstacles out of your workforce’s workflows, advertising tech empowers your workforce to waste much less time on menial duties, permitting your small business to develop extra effectively.

If you put all of it collectively, you get a advertising know-how stack: a group of instruments that your workforce makes use of to do their greatest work every single day.

As your workforce and enterprise scales, it’s necessary to create a martech stack that streamlines your day-to-day processes. On this publish, we’ll go over every little thing you should learn about martech and learn how to construct a advertising tech stack that can stick with you as you develop your small business.

Advertising and marketing know-how can be utilized by any kind of marketer — even non-digital entrepreneurs. One martech device is often used for a unique advertising self-discipline.

Listed here are a number of examples of disciplines and a martech device that can be utilized for them.

As an alternative of adopting a plethora of various instruments, some entrepreneurs select to undertake an all-in-one answer akin to Marketing Hub.

How is know-how utilized in advertising?

Expertise is utilized by entrepreneurs to execute their advertising campaigns. Entrepreneurs use software program to automate marketing tasks and accumulate information to allow them to get insights associated to marketing campaign exercise and their affect on prospects.

For instance, say that your workforce spends a big period of time emailing prospects. The motion feels repetitive, and it’s preserving folks away from extra urgent assignments. It’s possible you’ll select to make use of an email automation software, so much less time is spent sending emails.

You additionally need the software program you employ to track data associated to these emails, so that you acquire an understanding of how your customers work together with them.

Briefly, entrepreneurs use know-how to make their jobs simpler and perceive their ranges of success. The know-how that entrepreneurs use of their campaigns is called their advertising tech stack.

Let’s say that you just primarily deal with search engine marketing and paid adverts on social media. You’ll add the next instruments to your advertising tech stack: Moz for search engine marketing and HootSuite for social media administration.

Alternatively, you possibly can undertake an all-in-one answer akin to Marketing Hub to care for each your search engine marketing and social media advertising methods.

As an illustration, Advertising and marketing Hub’s SEO tool will help you in optimizing your website with its built-in key phrase analysis instruments, in addition to as-you-type optimization recommendation when you’re creating content material.

Its social media management tool will care for every little thing associated to social media — together with publish creation and viewers engagement analytics. You possibly can even reply on to feedback from the device.

Total, the know-how you select will assist you execute your campaigns from begin to end.

However with so many to select from, it may be tough to construct a martech stack that works in your workforce. Let’s go over how one can construct an efficient stack.

Find out how to Construct a Advertising and marketing Tech Stack

There is no such thing as a out-of-the-box technique for constructing your martech stack. Your organization is exclusive, and your good advertising stack isn’t going to look precisely like anybody else’s.

That is the time for choosing the proper tech instruments in your workforce and setting them up in a approach that your future workforce can use and perceive. To take action, take the next steps.

1. Establish your main advertising methods and objectives.

Earlier than ever selecting a martech device, you’ll want to stipulate your advertising methods. It doesn’t must be sophisticated, both: you merely have to have an concept of the essential methods that you just need to implement.

If you have already got a longtime advertising workforce, check out the methods which can be presently in place. This can assist you gauge, from the get-go, the kinds of instruments you want.

Right here’s an instance. Let’s say that you just need to enhance natural site visitors to your web site. The technique for that might be search engine marketing. Subsequent, you need to seize leads. So you’d put money into a web site redesign technique that highlights your calls-to-actions extra effectively.

Jot these methods down in a doc, then embrace concepts for potential instruments you need to use to implement the methods. In the event you don’t know which instruments you employ, merely write that you just’ll listing them after additional analysis.

Instance 1

• Objective: Enhance natural site visitors
• Technique: search engine marketing
• Instruments: To be decided

Instance 2

• Objective: Get extra guests to transform
• Technique: Redesign the web site
• Instruments: To be decided

2. Survey your workforce to search out out their challenges.

Subsequent, sit down along with your workforce and discover out the challenges they encounter when attempting to execute their day-to-day duties.

What provides extra time to their workflow? What makes their job tougher?

Whereas the dialog must be open-ended, attempt to join their challenges to your advertising objectives. As an illustration, if you wish to enhance natural site visitors, ask what particularly your workforce finds difficult when attempting to optimize the web site. If they are saying key phrase analysis takes an excessive amount of time, you then’d know that you just’ll want a key phrase analysis device particularly.

Jot these challenges down in the identical doc you’ve already began. Maintain it easy — only a sentence or a number of bullet factors will do.

Instance 1

• Objective: Enhance natural site visitors
• Technique: search engine marketing
• Challenges: Key phrase analysis takes an excessive amount of time
• Instruments: Key phrase analysis device that quickens the method

Instance 2

• Objective: Get extra guests to transform
• Technique: Redesigned web site
• Challenges: Unable so as to add CTAs due to the outdated backend system
• Instruments: A brand new content material administration system that permits the workforce so as to add CTAs to any web page

3. Set up an estimated finances.

Constructing your dream martech stack means nothing in case you can’t afford it. As you start to find out the kinds of instruments you’ll want, take into consideration the funds you’ll allot for them.

You possibly can go a number of methods about this. You possibly can decide a finances per device or per technique. Alternatively, you possibly can select a finances total for your entire workforce in a yearly, quarterly, or month-to-month foundation.

Selecting a month-to-month finances is your best option for small companies with no devoted finance workforce. Most instruments can be found on a month-to-month subscription foundation, which makes it simpler to drop one if it doesn’t work for the workforce.

You can even select a finances per technique. As an illustration, you possibly can resolve you’ll make investments $200 a month in search engine marketing instruments.

You should definitely take note of the quantity of seats you’ll want for the device, or make sure the workforce is open to sharing one subscription. Most occasions, sharing a single subscription will work with no downside, and it can save you a big sum of money.

4. Analysis the instruments you’ll take into account in your martech stack.

Now that you’ve your methods, your device concepts, and your finances, it’s time to analysis the precise merchandise you’ll add to your martech stack. In the event you’re a advertising chief, you possibly can depart this process to particular person workforce members, as a result of they’ll be those utilizing the instruments.

It’s useful to have a look at product curation posts to get a common concept of the choices which can be on the market. For the key phrase analysis challenges in your workforce, for instance, you possibly can take a look at an inventory of keyword research tools. In the event you’re on the lookout for a brand new CMS, you must take a look at a list of the best CMS systems.

From there, you possibly can examine pricing, product opinions, and common match in your workforce.

Make an inventory of the tech instruments in a spreadsheet and embrace pricing and a common description of the product. From there, refine the listing till you’ve selected the instruments you need to check out, and remember to specify whether or not the device wants a month-to-month or yearly subscription.

5. Take into account non-marketing instruments so as to add to your tech stack.

Once we discuss concerning the martech stack, we’re typically caught up in marketing-specific instruments. However there are a variety of “common” instruments which can be helpful for a advertising workforce.

Challenge administration instruments, collaboration platforms, and information sync software program options are just some of the merchandise you possibly can take into account. Something that cuts time from a sophisticated workflow is value exploring. Google Drive could be an instance, and so would Asana.

Add these merchandise to your martech listing, together with the pricing and a short description.

6. Compile the information that you just’ll switch into the instruments.

After you’ve bought the instruments, it’s time to switch the information. Have already got an inventory of leads? How about Microsoft Phrase paperwork you’d prefer to import into Google Drive for collaborative modifying?

Compile all of them in folders. Assign a kind of knowledge to every workforce member. As an illustration, one workforce member can compile the contacts from a convention. One other workforce member can compile the present templates you employ in your social media posts. One other can compile the entire copy from the web site for the web site redesign.

When it’s time to enroll in the instruments and undertake them, you possibly can switch these information and information and extra simply choose up the place you left off.

7. Assign one workforce member to create a workflow per device.

Now that it’s time to undertake the martech instruments, you don’t need to throw it out to your workforce with no workflow. That’s a straightforward option to find yourself with a subscription that nobody is utilizing.

Assign one workforce member to discover one particular device. This workforce member will jot down workflow steps for utilizing the device successfully and write a step-by-step tutorial with screenshots. After, schedule a gathering for the workforce member to hold out a stay tutorial.

Why? You possibly can set up one of the simplest ways to make use of the device with out plenty of guesswork. The method can be scattered and haphazard if everybody begins utilizing the device without delay. By having a single uniform course of, you possibly can assure that each workforce member is utilizing the device to its fullest extent.

8. Analyze the instruments’ success and change options if needed.

You don’t need to find yourself with an unused martech stack. At all times audit your instruments for his or her success — whether or not they successfully streamline workflows, automate duties, and assist your workforce do their work in a greater approach.

If not, there’s no disgrace in cancelling your subscription and going for an additional answer. Check out product curation posts, or analysis particular person instruments you could have heard of from different advertising leaders.

Let’s go over a number of suggestions you must apply when constructing your martech stack.

Martech Stack Ideas

As you construct your advertising tech stack, you’ll be pulled in all types of various instructions. When your small business is rising, you’ll be tempted so as to add extra complexity to handle pressing gaps.

We have been there. HubSpot’s advertising operations workforce is all too conversant in the problem of coping with an increasing number of as our workforce grows.

We have realized lots alongside the best way — so we gathered insights from HubSpot’s resident operations consultants to ask what they need they might have recognized when rising HubSpot’s personal advertising tech stack.

1. Technique first, know-how second.

As firms develop, it may be tempting to depend on know-how to assist processes which can be nonetheless evolving. Often, this occurs when a workforce adopts highly effective instruments which have plenty of potential, they usually attempt to mould their methods round it.

HubSpot’s advertising operations workforce has made this error, too, and with an necessary takeaway: What units aside really highly effective tech stacks is not simply concerning the know-how.

“The instruments themselves will not make you profitable however quite how you employ them,” explains Kerri Harrington, Advertising and marketing Ops Analyst right here at HubSpot.

Harrington has labored intently with HubSpot Companions, consulting many who had been within the midst of constructing their tech stacks. She taught them to consider their tech stack not because the powerhouse behind their methods, however a automobile to effectively and successfully execute their technique.

If you’re nonetheless growing your technique, she says, attempt drawing out and visualizing your tech stack. This offers you a chance to suppose critically about every device, the aim it serves, and the place there may be any overlap or duplication in your instruments.

2. Maintain methods easy.

Have you ever heard of the “preserve it easy, foolish” (KISS) precept? The time period, initially coined by an aeronautical engineer within the US Navy, states that simplicity ensures the best ranges of person acceptance and interplay.

The time period is used typically in software program design, for instance, the place perform and instruction creep could make merchandise unmanageable over time.

How do you forestall this taking place in your personal firm because it continues to develop? Put your present technique down on paper, and overview the worth of each stage of your course of along with your management workforce. Take into account what processes might be accomplished extra effectively, and what might be eradicated altogether.

“The #1 driver of complicated enterprise methods is complicated enterprise guidelines,” says Mark Metcoff, Director of Advertising and marketing Expertise at HubSpot. “In the event you can simplify your go-to-market strategy as a lot as potential, then no matter the way you construction your methods, you may be on track.”

3. Goal for medium-term options.

In a perfect world, each determination you make about your tech stack at present will work seamlessly in your workforce for years to come back.

In actuality, although, you might be most likely going to alter methods a dozen occasions over the following few years in case you proceed to scale. You should not fear about choosing your eternally tech, however don’t accept a device that can turn into out of date in 6 months, both.

“Goal for the medium-term,” Metcoff suggests. “The prices of switching methods has by no means been decrease, due to the emergence of extra persistent datastores like customer data platforms that may underlie front-office dealing with methods, and iPaaS solutions that help you combine front-office suppliers for straightforward information switch.”

4. Doc every little thing, and doc it nicely.

Think about opening your spice cupboard, able to cook dinner up a rooster curry, to search out that nothing within the cupboard is labeled. Each spice and herb is in the identical coloured jar, with no ingredient label or expiration date.

Until you could have a noteworthy sense of scent, this mission wouldn’t be very simple or gratifying.

That is what it is prefer to step into a brand new position solely to appreciate that your new workforce’s processes and database haven’t been correctly documented. That is widespread amongst rising firms, as a result of as your database grows and your methods evolve, it is easy to finish up with plenty of litter, information integrity points, and confusion.

Many will skip proper over this — who likes to doc? Who has the time to ‘waste’ a day of innovation to do seemingly admin work? We get it — However for the sake of your future workforce, be sure to take the time to put down the proper basis for information structure.

“I am unable to inform you what number of occasions we now have to overview the historical past of a change or ‘stroll by means of’ the final couple of years on a subject,” says Maggie Butler, Builder Advertising and marketing Staff Supervisor at HubSpot. “It will get actually, actually laborious if nobody has documented something.”

One extremely beneficial useful resource HubSpot had throughout one among its progress spurts, she says, was the documentation constructed by our engineers that detailed in easy language how the logic and code labored. Goal for this degree of documentation to be complete throughout all functions, and simply accessible for everybody in your workforce.

When it comes to advertising instruments, our Lead Management device embodies the ‘doc every little thing’ mantra. The device can be utilized to create a database of all buyer data, the place you possibly can view chronological timelines of each interplay prospects have had with you.

5. Select level options that serve a single goal.

Some extent answer is a services or products that addresses one very particular want in a advertising group. Typically, you simply want a chunk of software program to do a selected factor actually, rather well. There is not any disgrace in it.

The data sync software included in Operations Hub is a superb instance of this. In the event you use a number of completely different apps to execute your advertising technique, preserving monitor of buyer information from every app is usually a tedious course of. The info sync device can combine along with your CRM to streamline this course of by syncing buyer information out of your favourite apps into one up-to-date database.

However understand that every bit you do add to your infrastructure comes with its personal compliance dangers, technical challenges, upkeep and maintenance, and common administration.

“Additionally look intently at whether or not or not it must be built-in into your tech stack,” explains Metcoff. “Typically level options work simply high quality in a silo.”

When you have any level options in your present stack, take into consideration the way it matches into the larger image: how does it work together with the remainder of your applied sciences, and what do you should do to maintain it operating?

6. Goal for ease of use, however do not sacrifice the requirements.

There are plenty of choices on the market — so do not accept lower than what you want. On the finish of the day, you should select a system that is simple in your workforce to choose up and use, however nonetheless has the power and flexibility you need to get things done.

The problem with at present’s advertising automation instruments is that they provide both enterprise-grade energy or consumer-grade ease-of-use, however by no means each. Because of this, many nonetheless go together with the secure wager — overpriced, overly sophisticated, and under-utilized instruments — which interprets to spending extra time on methods than in your prospects.

Finest Advertising and marketing Tech Stack

One of the best advertising tech stack for your small business is fully tailor-made to your wants, however there are a number of instruments we suggest — particularly in case you’re simply constructing out your advertising workforce.

Let’s check out a martech stack for common use, attracting website guests, changing website guests, and fascinating leads. These martech instruments are important for operating a high-performing advertising workforce.

Collaboration: Google Drive

Google Drive permits your workforce to collaborate on paperwork, spreadsheets, and folders — all on the cloud. There’s no want for anybody to obtain any software program on their laptop computer. One of the best half is that dropping work is almost inconceivable with Google Drive.

Pricing: Free

Alternate options: OneDrive, Dropbox

Communication: Slack

Slack is an prompt messaging platform that’s particularly designed for work (and never leisure chatting). This device makes it simple in your advertising workforce to share fast updates, ship information, and talk stay if needed. With Slack, there’s no have to ship emails that may be coated in a fast dialog.

Pricing: Free; $6.67/user/month (Pro); $12.50/user/month (Business +); Custom (Enterprise Grid)

Alternate options: Google Chat, Microsoft Groups

Challenge Administration: Asana

Challenge administration is the center and soul of promoting. Whether or not your workforce is scheduling campaigns, managing sophisticated workflows, or engaged on a project-to-project foundation, you don’t need something to fall by means of the cracks. Asana makes it simple by offering a collaborative house in your workforce to test off duties and share mission updates.

Pricing: Free; $10.99/user/month (Premium); $24.99/user/month (Business)

Alternate options: Trello, Freedcamp, Challenge.co

Asset Creation: Canva

Canva gives a variety of useful templates to assist your advertising workforce create belongings for something. Social media posts, Fb banners, posters, infographics, shows, flyers, and brochures can all be created with Canva. One of the best half is which you could begin without spending a dime, and there’s nearly no studying curve. You possibly can enroll and begin utilizing it instantly.

Pricing: Free; $199.99/year (Pro); $30/user/month (Enterprise)

Alternate options: Visme, Snappa, Adobe Artistic Cloud (beneficial for superior customers)

Inventory Photographs: Unsplash

Inventory photographs are utilized in any kind of promoting materials, akin to weblog posts, banners, flyers, and brochures. It’s unlawful to make use of photographs you discover on-line until they’re beneath a Artistic Commons license. A few of these photographs are additionally not {of professional} high quality. Unsplash is a superb choice for gaining access to and downloading high-quality inventory images without spending a dime.

Pricing: Free

Alternate options: Pexels, Shutterstock (Paid), Getty Photographs (Paid), iStock Pictures (Paid)

Picture Optimization: Toolur

After you obtain inventory photographs, it’s necessary to compress them in order that they don’t decelerate your web site. There are various picture compression instruments on the market, however Toolur is without doubt one of the greatest. You possibly can add as much as 25 photographs at a time, select completely different compression strategies, set picture high quality, and resize all of them to a preset width. Opponents solely help you add a picture at a time or attempt to upsell you by limiting compression choices.

In the event you’re optimizing GIFs, we suggest Ezgif.com.

Pricing: Free

Alternate options: Squoosh.app, TinyJPG

Grammar Checker: Grammarly

Publishing error-free copy is paramount to presenting your small business professionally on-line. With Grammarly, you possibly can take all of the guide work out of copy-editing your work. Though it’s nonetheless beneficial to offer your items one remaining read-through earlier than publication, Grammarly will catch most errors.

Pricing: Free; $12/month (Premium); $12.50/user/month (Business)

Alternate options: ProWritingAid, Hemingway App

Content material Administration and Running a blog: Content Hub

In the event you don’t but have a web site or weblog and have to create one, you’ll want a scalable CMS system to energy your web site. If you have already got a web site however the CMS is clunky and hard-to-use, you’ll additionally want to hunt a substitute that makes it simpler to publish and replace content material.

Content material Hub is without doubt one of the greatest choices within the enterprise. You possibly can construct touchdown pages, create kinds, add pop-up CTAs, publish weblog posts, and see all your efficiency metrics in a single easy-to-use platform. It’s built-in with Advertising and marketing Hub, permitting you to seamlessly join your different advertising initiatives to your web site. As a result of it’s an all-in-one answer, there’s no have to pay for plugins and add-ons that decelerate your website.

Pricing: $270/month (Professional); $900/month (Enterprise)

Alternate options: WordPress, Joomla, Drupal

Web site Customer Analytics: Google Analytics

Realizing who’s visiting your website, after they’re visiting, the place they’re visiting from, and whether or not they bounce off is important to understanding and bettering your total web site efficiency. Google Analytics additionally helps you measure your natural site visitors, see high touchdown pages, and see high exit pages.

Pricing: Free

Alternate options: StatCounter (Paid), Easy Analytics (Paid)

Net Web page Analytics: Google Search Console

Whereas Google Analytics is a wonderful option to measure total web site efficiency, Google Search Console takes it a step additional by offering analytics page-by-page. You should utilize it to see your high queries for both the entire website or a selected web page, evaluate time durations, and evaluate two or extra URLs in your website.

Pricing: Free

Alternate options: Ahrefs (Paid), Moz (Paid)

Web site Analytics Dashboard: Google Data Studio

You’d create a dashboard for practically something in advertising: e-mail advertising efficiency, touchdown web page efficiency, person acquisition stats, and extra. For these, you’d be higher off with a devoted reporting dashboard software.

For creating dashboards on web site analytics, nonetheless, Google Knowledge Studio is a budget-friendly device that routinely imports information from Google Analytics. This makes it a straightforward alternative for present Google Analytics customers. Merely select the information you need to present and configure it utilizing the drag-and-drop dashboard editor.

Pricing: Free

Alternate options: HubSpot’s Dashboard and Reporting Software program (included in Advertising and marketing Hub), Databox (Paid)

E-mail Advertising and marketing: Marketing Hub’s Email Marketing Tool

Advertising and marketing Hub’s free e-mail advertising device means that you can create wealthy HTML emails with out writing a single line of code. You can even personalize the emails utilizing good guidelines and A/B check campaigns to extend click-through-rates. The device is built-in with all of Advertising and marketing Hub’s options — so a lead from any type in your web site routinely turns right into a subscriber.

Pricing: Free

Alternate options: Fixed Contact (Paid), MailChimp (Paid)

Advertising and marketing Automation: Marketing Hub

Advertising and marketing automation means that you can nurture leads with drip campaigns which can be triggered primarily based on a lead’s particular motion. Advertising and marketing Hub means that you can automate campaigns and personalize workflows with segmentation logic. You can even rating leads, ship results in gross sales, and set off inside notifications.

The workflows function is included within the Skilled and Enterprise subscription tiers.

Pricing: $800/month (Professional); $3,200/month (Enterprise)

Alternate options: Marketo

search engine marketing: Ahrefs

search engine marketing has many sides: key phrase analysis, backlink-building, aggressive analysis, and rank monitoring. However you don’t need to pay for various instruments to do every a kind of issues. Ahrefs has a key phrase explorer, rack tracker, and website explorer the place you possibly can audit the inbound hyperlinks pointing to your opponents.

Pricing: $99/month (Lite); $179/month (Standard); $399/month (Advanced); $999/month (Agency)

Alternate options: Moz, SEMRush

Technical search engine marketing: Screaming Frog

A sturdy technical infrastructure can take your web site from serviceable to excellent. Screaming Frog is a necessary device for locating 404 errors, figuring out damaged hyperlinks, producing sitemaps, discovering duplicate content material (which may drastically hurt your rankings), and analyzing your pages’ metadata.

Pricing: Free; $211 USD/year

Alternate options: DeepCrawl, Ahrefs, Moz

SEM (Paid Advertisements): Google Ads

When contemplating an SEM device so as to add to your martech stack, there’s no higher choice than Google Advertisements. This device means that you can place sponsored outcomes on the search engine outcomes pages (SERPs), and likewise means that you can show adverts on Google’s show companions.

Pricing: Varies (Pay-Per-Click on)

Alternate options: Media.web, AdRoll

Social Media Advertising and marketing: Marketing Hub’s Social Inbox

Social media advertising is important for rising your follower base and rising lead era. It’s necessary to make use of a device that means that you can publish, remark, and handle your model throughout a number of platforms.

Advertising and marketing Hub’s social media device empowers your workforce to do all of this and extra. You possibly can schedule posts as much as three years prematurely, analyze your efficiency on social platforms, monitor model mentions, and take part within the conversations that almost all matter to you. It’s included within the Skilled and Enterprise subscription tiers.

Pricing: $800/month (Professional); $3,200/month (Enterprise)

Alternate options: HootSuite, SproutSocial

Video Advertising and marketing: Wyzowl

In case your workforce does any video advertising, you’ll want a video advertising device that will help you create partaking movies that enhance model consciousness and successfully clarify your product. Wyzowl makes it simple since you don’t have to rent a videographer, animator, script author, and voiceover actor to create polished, shareable movies.

Pricing: Available upon request

Alternate options: Testimonial Hero, Content material Beta

Webinars: ON24

Webinars are an necessary device for B2B entrepreneurs and an efficient option to generate leads. In case your workforce runs webinars or is planning to, ON24 is a high choice for creating partaking webinars, gauging your occasion’s efficiency, and figuring out potential leads.

Pricing: Available on request

Alternate options: GoToWebinar, Zoho Assembly

Conversion Price Optimization: Optimizely

A conversion price optimization device will assist your workforce be certain that your CTAs are designed to drive conversions. The Optimizely Digital Expertise Platform means that you can experiment with colours, placement, and design of your CTAs. You can even check your web site’s personalization choices and ship extremely tailor-made suggestions to your web site customers.

Pricing: Available on request

Alternate options: Google Optimize, Loopy Egg

Construct a Martech Stack that Helps You Develop Higher

With the entire instruments obtainable nowadays, there is no such thing as a want to make use of clunky, complicated, and time-consuming legacy software program. We imagine you should not must sacrifice productiveness to get energy, as a result of the very best instruments mix each energy and ease-of-use. If you deal with delighting your prospects and creating nice experiences as an alternative of managing your software program, you’ll develop higher.

Editor’s word: This publish was initially printed in December 2019 and has been up to date for comprehensiveness.