The document discusses top 25 tools for a 2020 marketing technology stack. It begins by defining a marketing technology stack and explaining why businesses invest in them. It then provides examples of tools for key categories like email marketing, social media marketing, CRM software, analytics tools and collaboration software. For each category it lists 3-5 individual tools, describing their main features and benefits. The summary emphasizes setting up a balanced marketing technology stack that serves business goals and managing tools effectively.

1. Top 25 Tools For Your 2020 Marketing Technology Stack

2. 25 Tools For Your Marketing Technology Stack
What is a Marketing Technology Stack? A Marketing Technology Stack is essentially a cluster of
technology-based tools that digital marketers use to efficiently perform marketing activities, across
various channels. Marketing technology stacks often vary from business to business depending on both
the size of the business and their priorities.
Why invest in a Marketing Technology Stack? Marketing Technology (‘Martech’) space is flourishing
and aren’t going anywhere. They are here to stay, meaning if you haven’t yet hopped on board, now is
the time.
Creating your own Marketing Technology Stack: 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. Ideally, your martech stack should include a good mix of marketing essentials – all of
which serve a critical purpose within your business.
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3. Let’s start with the first category...
▪ Email Marketing
▪ Social Media Marketing
▪ CRM Software
▪ Analytics Tools
▪ Collaboration Software
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4. 1. Mailchimp
Mailchimp
▪ Integrates with popular apps and services.
▪ Allows you to easily sync your data from
those services, import content from other
sources, and learn how your campaigns are
affecting your business.
▪ Gives you tips for improvement.
▪ Reports to show you how well you’re
connecting with your audience and how
much money you’re bringing in.
▪ Mailchimp Mobile Dashboard enables you to
check in from anywhere.
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5. 2. Campaign Monitor
Campaign Monitor
▪ Provide its users with an easy-to-use drag and
drop email builder as well as a drag-and-drop
segmenting tool.
▪ Using their email template, users can
customise emails to fit their brand.
▪ Offers A/B testing to optimise test subject
lines, sender details and email designs.
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6. 3. SendGrid
SendGrid
▪ Is a cloud-based email platform.
▪ Is known as the world’s largest Email
Infrastructure as a Service provider.
▪ Quickly sends out emails such as shipping
notifications, email newsletters, sign-up
confirmations, etc.
▪ Tracks email opens unsubscribes, bounces
and spam reports without the use of code.
▪ Provides templates, scheduling and A/B
testing.
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7. 4. AWeber
AWeber
▪ Using a drag and drop editor, users can easily
create automated emails and make use of
their high-quality autoresponder capabilities.
▪ Create subscription forms and place them on
the website, blog or Facebook page.
▪ Pull up charts showing how many contacts
opened emails or clicked on links within your
message.
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8. 5. Customer.io
Customer.io
▪ Can be used by various different roles within
your business including marketers, product
managers and of course, growth hackers.
▪ Send targeted emails to your visitors on
your website or to mobile app users
depending on their activity.
▪ You are notified when they have read your
email and/or if they click on one of the links.
▪ Also includes A/B Testing capabilities.
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9. ▪ Email Marketing
▪ Social Media Marketing
▪ CRM Software
▪ Analytics Tools
▪ Collaboration Software
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10. 6. Hootsuite
Hootsuite
▪ Is a content management platform.
▪ Managing social media sites and launching
marketing campaigns.
▪ Offers a social media dashboard that helps
users collaborate and schedule updates for
various social media channels.
▪ Track campaign results and industry trends to
adjust their strategy.
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11. 7. Buffer
Buffer
▪ Is a content management platform.
▪ Makes it very simple and easy to schedule
posts, track the performance of your
content and manage all of your accounts in
one place.
▪ Instantly see which posts are performing
best, so you can do more of what works and
continually increase engagement.
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12. 8. BuzzSumo
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.
▪ Helps you improve your outreach and
influencer marketing by searching for key
influencers in any topic area and following
them.
▪ Export all results as a CSV or Excel file for
detailed analysis.
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13. 9. 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.
▪ It also offers social CRM capabilities, which
provide sales and marketing tools for
engaging prospects and leads.
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14. 10. Renderforest
Renderforest
▪ Offers an all-in-one branding platform to
create logos and websites, animations,
slideshows, promo videos, and a lot more.
▪ Ready designed logos and websites are at
your disposal.
▪ Import your media and get professional logos,
presentations, websites, and more within a
few minutes.
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15. ▪ Email Marketing
▪ Social Media Marketing
▪ CRM Software
▪ Analytics Tools
▪ Collaboration Software
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16. 11. SalesForce
SalesForce
▪ Combines lead management, marketing
automation, sales data, partner
management features for a ‘systematic
lead-to-conversion approach’.
▪ Has a pretty cool visual workflow as well
where you can drag-and-drop things like
deals, discounts and expenses.
▪ Offers a variety of modules including: Sales
Cloud, Sales Performance, Sales
Collaboration, Marketing Cloud, and more.
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17. 12. HubSpot CRM
HubSpot CRM
▪ Is intended for both enterprise businesses as
well as businesses still recognising the value
of CRM.
▪ Includes all of the basic features provided by
CRM software.
▪ Allows you keep track of your company’s
activities, including contacts and company
profiles, assigning & tracking deals.
▪ managing all data in a detailed dashboard.
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18. 13. Microsoft Dynamics 365
Microsoft Dynamics 365
▪ Is great for boosting lead tracking and sales.
▪ Helping out with operations done via mobile
and cloud-based business applications.
▪ 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.
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19. 14. Sugar CRM
Sugar CRM
▪ Is an open source CRM software with plenty
of customisation options, an open API and
responsive mobile apps for Android and iOS.
▪ Is the first end-to-end CRM solution in the
market.
▪ Is suitable for a variety of different industries
and very easy to navigate thanks to its
clear-cut categories, subsections and filters.
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20. 15. Freshsales CRM
Freshsales CRM
▪ Is part of Freshworks.
▪ Works as a contact management hub helping
sales teams stay on top of their leads.
▪ Some interesting features: email tracking,
event tracking direct calling, sales
management, lead management, analytics
and customer support.
▪ Provides several integration options with apps
like Google calendar and Segment, and of
course, with its own software, Freshdesk
tickets.
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21. ▪ Email Marketing
▪ Social Media Marketing
▪ CRM Software
▪ Analytics Tools
▪ Collaboration Software
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22. 16. Mopinion
Mopinion
▪ Is an advanced feedback analytics software.
▪ Collect and analyse both website and mobile
customer feedback.
▪ Has an easy-to-use interface, with which you
build, design and configure feedback forms.
▪ Target specific groups of online visitors and
gain insights into why they are struggling to
convert.
▪ Feedback items can be visualised in
customisable dashboards.
▪ Digital teams can share and take action on
feedback items.
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23. 17. Google Analytics
Google Analytics
▪ Is the most popular of all web analytics
tools.
▪ Free Google-powered tool provides a
well-rounded dose of prescriptive and
predictive analytics.
▪ Helps you follow trends and understand
user flows
▪ Disadvantage: it can be difficult to interpret
the data without any prior knowledge of
how it works.
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24. 18. KissMetrics
KissMetrics
▪ Is a conversion rate optimisation (CRO) tool.
▪ Focuses on visitor behavior on the site,
first-time visitor conversions and return visitor
conversions.
▪ Enables users to map out visitor steps starting
from the page they start on all the way to
conversion completion.
▪ Helps you increase your conversion goals.
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25. 19. Clicky
Clicky
▪ Is a great analytics tool for analysing web
activities like downloads and pageviews.
▪ Registers and reports these activities for you
in a user-friendly dashboard – in real-time.
▪ Gives you insights into Twitter statistics.
▪ Upgrade to premium to get access to other
tools such as campaign & conversion tracking
and heatmapping.
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26. 20. Mixpanel
Mixpanel
▪ Focuses on the user interactions with both
website and mobile applications.
▪ Provides targeted communication with
visitors, in-app A/B tests and user survey
forms.
▪ Visualises the data collected in less than 10
minutes.
▪ Offers a ‘freemium’. However, if you want
more access with additional services, they
have a custom pricing model.
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27. ▪ Email Marketing
▪ Social Media Marketing
▪ CRM Software
▪ Analytics Tools
▪ Collaboration Software
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28. 21. Trello
Trello
▪ Is a visual collaboration software for
planning tasks and projects.
▪ Used by agile software development teams,
as marketing-, sales-, support- and HR
departments.
▪ Works great for customer journey maps.
▪ Makes it much easier for teams to work
together organising, prioritising and creating
detailed maps.
▪ Users can add comments or attachments to
‘cards’ (tasks).
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29. 22. Jive
Jive
▪ Connects team members, upper management
personnel, and other relevant parties in the
corporate environment.
▪ Has lots of advanced features and capabilities,
all aimed to help businesses achieve strategic
alignment and improve productivity for
employees and teams.
▪ Enables users to identify major influencers,
track various trends and optimise
engagement online.
▪ Users can also track every stage of the
customer lifecycle.
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30. 23. Slack
Slack
▪ Is a well-known and powerful team
messaging app and project collaboration
software.
▪ 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.
▪ Is great for tightening organisational
efficiency!
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31. 24. Evernote
Evernote
▪ Is a note-taking application that is ideal for
companies who want to capture ideas, draw
up to-do lists and list and prioritise project
tasks.
▪ All notes and files are available to users from
anywhere on any device.
▪ Search for files within the platform so you’ll
never lose track an important document.
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32. 25. Asana
Asana
▪ Is a project and task management app that
facilitates team communication and
collaboration.
▪ Create customer journey maps.
▪ Enable teams to track users collaboratively
from beginning to end.
▪ Add team members to projects and tasks,
share files and communicate with them.
▪ Users will receive notifications in their inbox
which invite them check, follow, like, or
comment the update.
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33. Get your Marketing Technology Stack in order
While this list obviously doesn’t cover all of the tools out there (as there are thousands and thousands of
tools available to you), it’s certainly a good start.
It’s also important to point out that there are many more marketing technology categories to look into
for your marketing technology stack such as SEO tools, Advertising tools, Content Management sofware
(be sure to check out Venngage’s Template library), Customer Data tools, and so on.
The categories we have listed, however are believed to be some of the best tool types to start off with…
Good luck in your search!
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