# Marketing Technology Stack

![A good marketing technology stack is essentials for success of your marketing programs. \[source: Freepik\]](https://3944842272-files.gitbook.io/~/files/v0/b/gitbook-legacy-files/o/assets%2F-MFEctDDTdl9ayVGHOhy%2F-MFOtk8j_TFywqbmAVNe%2F-MFOvCXec7cuFHZ4bw3e%2Fprogramming.jpg?alt=media\&token=3d05cded-86fc-4de0-ad2a-7c89a7579633)

## Choices Abound in Marketing Technology

Here is an excellent source on understanding what's out there for you to gather. 

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A comilation of reports on enterprise marketing platforms, tools and services.
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As time permits, I will write down my analysis from these reports so that you can save your time in going through multiple reports. `- Shantanu`

## Commonly Used Platforms and Tools

Marketing technology providers are continuously evolving their offerings. Categorizing those neatly is a task in itself. Also below list is a mix of technologies used across mid-size firms and enterprises; I am aware that's not the right way to categorize. Nevertheless, here is an indicative list:

### **Content:**

* Webflow, Wordpress, Sitecore - content management system (CMS).
* Unbounce or Webflow default templates - for landing pages.
* Uberflip, PathFactory - serving personalized content.
* Adobe Experience Manager Assets - digital asset management platforms (DMP).
* Adobe Target, Sitecore - digital experience platform. (DXP).
* Zoom - for conducting webinars.
* Restream - for multi-streaming.
* Wistia - video hosting on the website.
* Sprout Social - for social media management.
* BuzzSumo, SparkToro - market research and audience intelligence.

### **Ads:**

* Google Ads.
* Perfect Audience - retargeting.
* Adobe AudienceManager, Oracle DMP - data management platform.

### **Leads Management:**

* Salesforce, Freshsales, Zoho - CRM.
* Marketo, Hubspot, Freshmarketer - marketing automation systems (MAS).
* Intercom / Drift - chatbot for conversation marketing.
* Uplead - b2b contacts database.
* Sifdata - tracking change in job titles, companies.
* Slintel - Technographic information platform.
* Clearbit - enrich the leads data.
* Madkudu - for lead scoring.
* Segment - customer data platform (CDP)
* LinkedIn Sales Navigator.
* Demandbase, 6Sense, Terminus for account-based marketing. (ABM)

### **Web, Product Analytics:**

* Hotjar - website heat maps, visitor analysis, voice of customer, surveys.
* Heap - understand how users are using your product.
* Appsflyer - for mobile app products. \[focus seems to have changed to attribution]
* Optimizely / Google Optimize - for A/B testing.
* Google Analytics - for web analytics.
* Facebook pixel.

### SEO:

* SEMRush
* Ahref&#x20;
* Various browser plugins

### **Email, Outbound Sales, Content:**

* [Reply.io](https://reply.io/)
* [Lemlist](https://www.lemlist.com/)
* [PepperContent](https://creators.peppercontent.in) - marketplace for freelancers for content generation.

### **Project Management:**

* Airtable.
* Todoist / Monday / Asana.
* Evernote.
* Slack.

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Some of these tools/ platforms do provide discounts; price plans quoted on the website are negotiable. Call up and ask!
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## Automation Set-up

\[text to come here soon.]