Marketing Technology Stack

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

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:


  • 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.


  • 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.


  • SEMRush

  • Ahref

  • Various browser plugins

Email, Outbound Sales, Content:

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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