Marketing Technology Stack

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

A good marketing technology stack is essentials for success of your marketing programs. [source: Freepik]

Choices Abound in Marketing Technology

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

MarTech Intelligence Reports | MarTechMarTech

A comilation of reports on enterprise marketing platforms, tools and services.

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

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