The Marketing Trailhead
The Marketing Playbook
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The Marketing Playbook
HomeThe Marketing PlaybookB2B Marketing Wisdom
  • Introduction
    • The No-Fluff Marketing Playbook
    • Author
    • Join the Conversation
  • The Foundations
    • Know Your Playground
    • Marketing Team
    • Marketing Technology Stack
    • Lead Flow
    • Objectives and Channels
    • Content Production
    • Professional Survival
  • Marketing Channels
    • Outbound Sales
    • Referrals
      • Designing Referral Systems
      • Sample Referral Communication
    • Email
      • Webinar promo email
    • Content Marketing
      • Sample Content: An Article
      • Sample Content: A PR Release
      • Sample Content: A Legal Notice
    • Events
    • SEO
    • Facebook Ads
    • LinkedIn Organic in 6 Lessons
  • Marketing Frameworks
    • 4 Ps Growth Framework
    • Enterprise Marketing
    • Go-to-market [enterprise]
    • Growth Marketing
    • Small Business Marketing
  • Bringing It All Together
    • Marketing Strategy Sample 01
    • Marketing Strategy Sample 02
  • Good Stuff Collection
    • Marketing Mental Models
    • Advertising Mental Models
    • Marketing Principles
    • Growth Marketing Wisdom
      • Examples: Offer + Landing Pages
    • SaaS Wisdom
  • Business Wisdom
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On this page
  • Choices Abound in Marketing Technology
  • Commonly Used Platforms and Tools
  • Content:
  • Ads:
  • Leads Management:
  • Web, Product Analytics:
  • SEO:
  • Email, Outbound Sales, Content:
  • Project Management:
  • Automation Set-up
  1. The Foundations

Marketing Technology Stack

What software, apps and skills do you need to execute, and measure your marketing programs?

PreviousMarketing TeamNextLead Flow

Last updated 1 year ago

Choices Abound in Marketing Technology

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

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

  • Various browser plugins

Email, Outbound Sales, Content:

  • Reply.io

  • Lemlist

  • PepperContent - marketplace for freelancers for content generation.

Project Management:

  • Airtable.

  • Todoist / Monday / Asana.

  • Evernote.

  • Slack.

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

Automation Set-up

[text to come here soon.]

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A comilation of reports on enterprise marketing platforms, tools and services.
A good marketing technology stack is essentials for success of your marketing programs. [source: Freepik]