My Martech Stack – The 27 Tools We Use
Back in 2012 Gartner famously predicted that CMOs would be outspending CIOs by 2017 and last year Gartners VP of Research Jake Sorofman confirmed that this prediction was on track.
Before we all get taken over by the possibilities of artificial intelligence and machine learning, the two buzz words dominating the minds of marketing and technology nerds in 2017 I wanted to create a post that may help others who are just starting out on the marketing technology journey.
Over the last five years the marketing technology segment has truly exploded into an industry worth over $30 billion acording to IDC. Scott Brinkers work over at chiefmarctec.com illustrates the current state of play best.
With over 3,800 logos on a simple slide sometimes its hard to know where to start. As the CMO of an SMB with 200 employees I wanted to create a post that helps other marketers understand and develop their own technology stack as their business scales. So I have decided to share the 27 tools that my team and I use to run marketing at Mynewsdesk.
I have always been fascinated by both the possibilities and limitations of technology. To me a successful marketing organisation that wants to drive real business value and have the respect of their peers needs to get three things right.
- Strategic Brand Management
What does your brand stand for a what makes it different?
- A Focused Organisation & Agile Processes
An organisation of specialists and generalists that use agile methods to collaborate, experiement and move fast
- Effective Technology Stack
A suite of technology tools that allows you to be data driven, allows for rapid experimentation and delivers a personalised customer experience at scale.
We have been experimenting with lots of different SaaS marketing tools over the years and as this space is rapidly evolving I expect to do the same over the next few years too.
The list below is the stack we have put together. I have simply listed them under the different fuctions we have at Mynewsdesk marketing which are Product Marketing, Demand, Marcomms and Design and put together some of the sales copy from their websites.
We are obviously happy with results that this list of vendor delivers but there are hundreds of competitors and combinations that could do just as good a job I am sure … enjoy.
World Leader in Marketing Automation for companies of any size. Gain the power and flexibility you need to engage customers at scale. Find and engage the right customers. Help them learn what they want to know about your products as they begin their journey.
B2B Marketing Attribution – Join the Pipeline Marketing Revolution. Get clarity across all your channels with multi-touch marketing attribution to align teams under one goal: revenue.
Connect your Apps & Automate Workflows.Easy automation for busy people. Zapier moves info between your web apps automatically, so you can focus on your most important work
Improve the customer experience with digital analytics – Google Analytics gives you the digital analytics tools you need to analyze data from all touchpoints in one place, for a deeper understanding of the customer experience. You can then share the insights that matter with your whole organization
Product Analytics for Product People – Deeply understand every user’s journey with instant insights for everyone on mobile and web
All-in-one Analytics & Feedback – Hotjar is a new and easy way to truly understand your web and mobile site visitors. Find your hottest opportunities for growth today.
The project management tool for optimizers. The solution to manage your CRO process. Using Iridion you are able to document, analyze and share every step of your optimization process for sustainable growth
Be Bold. Experiment Everywhere. Test and personalize across your customers’ journey with Optimizely, the Experimentation Platform
WordPress is open source software you can use to create a beautiful website, blog, or app. Beautiful designs, powerful features, and the freedom to build anything you want. WordPress is both free and priceless at the same time.
11. Miss Hosting
Shared Cloud Web Hosting. Web Hosting Made Simple.
Dashboard software for teams who want to continuously monitor the health of their business.
Trello lets you work more collaboratively and get more done. Trello’s boards, lists, and cards enable you to organize and prioritize your projects in a fun, flexible and rewarding way.
More traffic to your website. Rank Trail monitor hundreds or thousands of keywords on Google for you and show you how your website can be visible and get more visitors.
Collect all of your customer data and send it anywhere. Stream data to every marketing integration your team needs.
Boost your digital PR with one platform. Use the essential tools for the entire digital PR workflow. Monitor what’s being said about your brand, publish and distribute compelling stories, and get them heard by the right audience
Create and send surveys with ease. A simple poll? In-depth market research? We’ve got you covered. Create any type of survey—from simple to sophisticated—with our powerful and easy-to-use survey builder.
Tell your story. Reach more people. Grow your business. Present to hundreds with confidence, attend from anywhere. Turn a presentation into a conversation. And a conversation into a sale
Wistia is professional video hosting with
analytics and video marketing tools. Secure your videos. Generate new leads. Improve your SEO. Understand your data.
The power to know better. We help organizations understand people better. Ask Questions / Gain Insight / Make Better Decisions. Easily create and manage tests, quizzes and exams using a variety of question types, all with an impressive range of configurable options.
Writers to Power Your Marketing. Scripted has thousands of expert writers ready to supercharge your inbound traffic with outstanding blogs, stellar white papers, and more.
Eliminate your content blind spots. Curate plan and measure your contents impact. Content Marketing Platform. Data-driven Content Marketing at Scale. Analyze marketing and sales pipeline impact . Streamline your content production process . Build a predictable content supply chain
Manage all your social media marketing in one place. From finding prospects to serving customers, Hootsuite helps you do more with your social media marketing
Designer. Photographer. Filmmaker. Dreamer. No matter who you are, Creative Cloud gives you the world’s best creative apps so you can make just about anything you want, wherever inspiration takes you. Create brand experiences that drive business success.
Design better, faster, together. The world’s leading prototyping, collaboration & workflow platform
Unleash Your Creativity! Balsamiq Mockups is a rapid wireframing tool that helps you Work Faster & Smarter. It reproduces the experience of sketching on a whiteboard, but using a computer.
Professional digital design for Mac. Sketch gives you the power, flexibility and speed you always wanted in a lightweight and easy-to-use package. Finally you can focus on what you do best: Design.
For those of you that have made it this far well done… you must really be interested in marketing technology.
There are of course some other platforms that we use extensively that are not included like the advertising platforms of all major social media channels and search engines but I just guessed this were a bit obvious. And this is only marketing technology I haven’y even touched on sales technology which we also use.
Anyway whether you are starting out on your marketing technology journey or looking to optimise and improve you current stack good luck.
My main lessons from the journey so far are are
- You don’t know if a piece of technology is going to work for you until you try it
- Don’t believe the dream of the sales guys, sometimes the problem they are trying to solve is not one you and your organisation have
- Its going to take more time than you think to implement any solution
- They key thing is how data integrates across the tools
And if you fancy chatting more and learning about the successes and failures we have had along the way feel free to contact me directly at @jonobean on Twitter or send me a note at firstname.lastname@example.org