Having the right tools in your toolbelt is a fundamental part of being a successful digital marketer. In fact, it’s almost impossible for digital marketers nowadays to perform their daily tasks without the assistance of these tools; tools that help automate processes and save precious time and money, ensuring a good return on marketing investment. From email marketing and CRM tools to analytics and project management, there are quite a few tools to choose from when forming your own martech stack this year.
So what is a martech stack? Why do I need one? And most importantly, which tools do I need for my martech stack in 2020? Let’s take a look.
What is a Martech Stack?
A Martech Stack (or Marketing Technology Stack) is essentially a cluster of technology-based tools that digital marketers use to efficiently perform marketing activities, across various digital channels. Martech stacks often vary from business to business depending on both the size of the business and their priorities.
Why invest in a Martech Stack?
The Martech space is – without a doubt – flourishing. In fact, martech vendors are sprouting up just about everywhere, each time with newer and more innovative solutions.
Don’t believe me? Just take a look at the difference between ChiefMartech’s first edition of the Marketing Tech Landscape in 2011 (with roughly 150 vendors) and the 2019 edition (with nearly 7,000 vendors)! This was a huge transformation and is likely going to include even more vendors in the 2020 edition once published.
Not to mention…
Ascend2, a marketing research firm recently conducted research among B2B and B2C marketers to understand the biggest challenges and priorities for this year’s martech stack.
Around 38% of respondents prioritise a martech stack that easily integrates with current technologies, 37% think it’s important to be able to adapt a tool to personal preferences, and 36% want to improve the customer experience with martech tools. Interestingly, only 19% indicated that they have a martech stack strategy, while 60% were still working on a strategy.
Translation? Invest in a martech stack now and you’ll be ahead of the game…
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Creating your own Martech Stack
Before you jump right in and start researching tools (which trust me, can be a very time consuming task), it’s important to do your homework first. Start thinking about which tools you need to reach your goals and why, what kind of budget you have for doing so, and who will be involved in managing these technologies.
With that in mind, let’s get started with the 2020 overview of tools for your Martech Stack…
Top 27 Tools For Your 2020 Martech Stack
In the overview of martech tools below, Mopinion covers five key categories that nearly every business tends to start out with: analytics, email marketing, social media, CRM and project management.
Let’s start with the first one: analytics.
Analytics & CRO Tools
Rather than being used as a method for fine-tuning marketing activities, analytics tools are often used to measure performance and effectiveness of other martech tools in this list. Proper analytics tools, however can deliver a lot in terms of conversions, customer experience and overall usability of your website. The results you receive from the collection and analysis of website data (whether that’s customer feedback, web analytics, or clicks) will help you identify what’s working and what isn’t so you can make meaningful changes to your website. If conversion optimisation is part of your strategy it is useful to start testing, for example with an A/B testing tool. Discover what you can improve for CRO.
1. Google Analytics
This is the most popular of all web analytics tools and for a good reason. This free Google-powered tool provides a well-rounded dose of prescriptive and predictive analytics. Google Analytics helps you follow trends and understand user flows, however you’ll need to follow a tutorial to use it properly as sometimes it can be difficult to interpret the data without any prior knowledge of how it works.
Mopinion is an all-in-one user feedback that helps digital marketers collect and analyse website, mobile and email campaign customer feedback (using a mobile SDK). It has an easy-to-use interface, with which users can build, design and configure feedback forms however they like. Mopinion users can also target specific groups of visitors with feedback forms and gain insights into why they are struggling to convert. Once collected, feedback items can be visualised in customisable dashboards and charts for advanced analyses. Additionally, digital teams can share and take action on these feedback items in a timely manner with the help of smart alerts.
This conversion rate optimisation (CRO) tool focuses on visitor behavior on the site, first-time visitor conversions and return visitor conversions. What really sets this tool apart from the rest is that it enables users to map out visitor steps starting from the page they start on all the way to conversion completion (e.g. based on the conversion goal you’ve set). Having this in your arsenal will help you increase your conversion goals.
4. Qlik Sense
Qlik Sense, part of Qlik, is a data analytics platform which offers an associative analytics engine, sophisticated AI, and scalable multi-cloud architecture. The platform is easily scalable and works with a set of APIs. With intuitive data prep, drag-and-drop abilities and drill-down features, organisations can easily spot and share data relationships and key insights quickly and efficiently. This tool also offer free editions which do not have an expiration date.
Mixpanel is an analytics tool that really focuses on the user interactions with both website and mobile applications. This tool provides targeted communication with visitors (including e-mails and smart notifications), in-app A/B tests and user survey forms. Additionally, you can visualise the data collected in less than 10 minutes. Another benefit? Mixpanel offers a ‘freemium’. However, if you want more access with additional services, they have a custom pricing model all the way up to the enterprise level.
Contentsquare has a lot to offer, this analytics tools helps you understand customer behavior on your website or mobile app. Discover each mouse movement and clicking behavior and learn what you can improve to optimise conversion. The heatmaps are a great feature to discover directly which elements of your website perform well and what elements need improvement.
If you want to experiment, start using a testing tool. Optimizely is an A/B testing tool, so you can experiment with subjectlines, new content and campagnes. Try different CTA’s, forms and optimise conversion by learning from the results. This digital marketing tool makes it possible to personalise the customer journey for each channel.
Email Marketing Tools
Email marketing is a cost-effective and efficient way of not only acquiring new customers and boosting sales, but also building up brand awareness and gaining trust. In fact, it’s so effective that email marketing has even shown a better ROI compared to all other marketing channels. This makes it an ideal tool for your martech stack.
Mailchimp is a very well-known email marketing tool that integrates with popular apps and services. This tool allows you to easily sync your data from those services, import content from other sources, and learn how your campaigns are affecting your business. Along with reports to show you how well you’re connecting with your audience and how much money you’re bringing in, Mailchimp gives you tips for improvement. Mailchimp Mobile Dashboard enables you to check in from anywhere.
9. Campaign Monitor
A very popular email marketing tool, Campaign Monitor provides its users with an easy-to-use drag and drop email builder as well as a drag-and-drop segmentation tool (for creating different campaigns with different contacts). Using their email template, users can customise emails to fit their brand. This email marketing tool also offers A/B testing to optimise test subject lines, sender details and email designs.
ActiveCampaign is a powerful and easy-to-use email marketing automation & sales CRM platform designed for small businesses on a budget. The tool is now used by over 60,000 organisations, ranging from bloggers and startups to marketing teams at companies of all shapes and sizes. ActiveCampaign’s built-in CRM seamlessly links up to all your email marketing data, allowing sales teams to act quickly.
AWeber is another popular email marketing tool with a number of great features. Using a drag and drop editor, users can easily create automated emails and make use of their high-quality autoresponder capabilities. Users can also create subscription forms and place them on the website, blog or Facebook page. Within this tool, you can pull up charts showing how many contacts opened emails or clicked on links within your message.
GetResponse is an email marketing tool that helps businesses both maintain their contacts as well as coordinate professional marketing campaigns. It offers a very easy-to-manage database, users can create individual campaigns and manage multiple emailing lists within the software. GetResponse can also be used to build landing pages and surveys and publish newsletters on social media accounts such as Twitter and Facebook.
Social Media Tools
Social media tools are ideal for – you guessed it – tracking social media campaigns. This includes curating content, scheduling in posts, staying on top of social conversations and reviewing social analytics. These tools are a great addition to your martech stack as they save a lot of time and energy. Here are our favourites…
Hootsuite is a social media tool used for managing social media sites and launching marketing campaigns. It offers a social media dashboard that helps users collaborate and schedule updates for various social media channels such as Twitter, Facebook, LinkedIn and WordPress. Users can also track campaign results and industry trends to adjust their strategy.
A rather similar tool to Hootsuite, Buffer is another social media tool and content management platform. This tool makes it very simple and easy to schedule posts, track the performance of your content and manage all of your accounts in one place rather than signing in to multiple accounts. With Buffer you can instantly see which posts are performing best, so you can do more of what works and continually increase engagement.
BuzzSumo is a social media analytics tool with a powerful social media search engine that enables users to find/analyse best content in any niche. This content marketing tool helps you improve your outreach and influencer marketing by searching for key influencers in any topic area and following them directly in BuzzSumo. BuzzSumo users can now export all results such as content curators, influencers and most shared content as a CSV or Excel file for detailed analysis.
16. Social Oomph
Social Oomph is a social scheduling tool that enables users to manage social media marketing through automation. It’s very easy to use as users can upload multiple posts at once and then schedule when each post should be published. Social Oomph also offers follower analysis features as well as various tools for boosting audience engagement.
17. Sprout Social
Sprout Social is a suite of social media analytics tools catered to small and midsize businesses. Easily create engagement reports that accumulate data from all social profiles, including the number of competitors and growth on each channel, content habits, engagement habits and more. This tool is also unique in that it also offers social CRM capabilities, which provide sales and marketing tools for engaging prospects and leads.
CRM software lies at the heart of most marketing and sales operations. These types of tools are great for preventing silos and making information available to all of the members in your team. Not to mention, it’s proven to be an efficient way of obtaining the much sought-after ‘360 degree view of the customer’. With this sudden rise in popularity, a myriad of CRM software providers quickly arrived on the scene, providing businesses with a wealth of options.
You’ve all probably heard of these guys. After all, SalesForce CRM has the largest share on the market. The software combines lead management, marketing automation, sales data, partner management features for a ‘systematic lead-to-conversion approach’. It has a pretty cool visual workflow as well where you can drag-and-drop things like deals, discounts and expenses. Additionally SalesForce offers a variety of modules including: Sales Cloud, Sales Performance, Sales Collaboration, Marketing Cloud, and more.
19. HubSpot CRM
HubSpot CRM is a rather popular CRM software. It is intended for both enterprise businesses as well as businesses still recognising the value of CRM. The software includes all of the basic features provided by CRM software, allowing you to keep track of your company’s activities, including contacts and company profiles, assigning & tracking deals, and managing all of that data in a detailed dashboard (visible to all team members).
20. Microsoft Dynamics 365
Microsoft also has its own CRM software known as Microsoft Dynamics 365. This software is great for boosting lead tracking, sales and helping out with operations done via mobile and cloud-based business applications. And as you might’ve guessed by the name, users can obtain a 360 degree view of their customers thanks to this software’s ability to transform customer behaviour into valuable data and insights.
Pipedrive is a web-based sales CRM built for – you guessed it – pipeline management. It also helps teams plan sales activities and keep an eye on deals. What’s great about this enterprise CRM software is that because it is cloud-based it can be accessed anywhere (using any web browsers and dedicated mobile apps). It’s also got a great and very robust interface for tracking items such as progress, activities & goals and reporting activities.
Vtiger is another all-in-one CRM software made for small businesses. This tool offers a great deal in terms of sales automation, email marketing and
project / inventory management. They also offer web-to-CRM forms to help users capture relevant contact info as well as prioritise that info. Plus, all features have been improved based on the feedback of their customer base.
Project Management Software
Is your team adamant on using a tool that will facilitate smooth collaboration among team members? Then project management software is your answer. This type of software enables project managers as well as entire teams to control their budget, quality management and all documentation exchanged throughout a project. Here are some of the best tools:
Trello is a visual project management software for planning tasks and projects. While commonly used by agile software development teams, the solution is also used in other departments such as marketing, sales, support and HR. It works great for customer journey maps too: Trello makes it much easier for teams to work together organising, prioritising and creating detailed maps. Users can add comments or attachments to ‘cards’ (which represent tasks). Trello integrates with a number of online applications including JIRA Cloud, Bitbucket Cloud, Google Drive, GitHub and Slack.
Jive is a leading project management software that connects team members, upper management personnel, and other relevant parties in the corporate environment. It has lots of advanced features and capabilities, all aimed to help businesses achieve strategic alignment and improve productivity for employees and teams. In terms of customer journey maps, it enables users to identify major influencers as well as track various trends and optimise engagement online. Users can also track every stage of the customer lifecycle.
Slack is a well-known and powerful team messaging app and project management software. It offers private and public channels that facilitate conversation and interaction, across organisations as well as between small teams (internally). Messages, notifications, files and projects can be archived for later review or search. A great tool for tightening organisational efficiency!
Start with Monday.com by creating your personal workflow. With this workflow you can visualise and highlight elements like time management, text or locations. You can share and work with this tool with your whole team and save time by only recording the important documents and conversations.
In order to keep work organised, the Asana project management software offers Tasks, projects, conversations and dashboards. Many satisfied users say that the catchiest feature this tool has to offer is the ability to add customer fields and track only what is important to you. The software also offers Team Pages where ideas and conversations are shared for all to see as well as a ‘Smart Box’ where team members receive only important project updates rather than all messages back and forth. It can be integrated with a large number of other systems including Google Drive, DropBox, Github, MailChimp and more.
Start creating your Martech Stack today!
As you might’ve noticed, this overview obviously doesn’t cover all of the tools out there, seeing as how there are thousands of tools as well as many other martech categories we haven’t covered such as SEO, advertising, content management, and more. But it’s a great start for those of you looking to build up your martech stack or even incorporate new tools into the mix.
Good luck in building up your stack this year!
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