15 Essential Tools for Your Martech Stack

Discover the must-have tools for an effective marketing tech stack

Rory Sadler
May 22, 2023
February 24, 2024
Discover the must-have tools for an effective marketing tech stack
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In today's digital age, the right marketing tech stack is crucial for businesses to stay ahead of the competition.

A well-assembled martech stack not only streamlines and optimises your marketing operations but also helps your team deliver personalised customer experiences.

We've put together a list of 15 essential tools that should be part of your marketing tech stack. Let's dive in!

1. Content management system (CMS)

A Content Management System (CMS) is the backbone of your content marketing strategy. It allows you to create, manage, and publish digital content with ease.


WordPress is the most popular CMS, powering over 40% of websites online. It's a powerful and versatile platform that offers a wide variety of themes and plugins for customisation.

With its user-friendly interface, even non-developers can build and manage websites effortlessly.

Alternatives: Ghost, Drupal, Squarespace

2. Search engine optimisation (SEO) and keyword research

SEO tools help you improve your website's visibility on search engines like Google, driving organic traffic and increasing your chances of ranking higher for relevant keywords.


Ahrefs is a popular SEO tool that allows you to conduct keyword research, analyse competitor websites, and track your website's backlinks and keyword rankings.

It provides valuable insights to help you optimise your content for better search engine visibility.

Alternatives: SEMrush, Moz, Conductor

3. Web analytics

Web analytics tools help you measure and analyse your website's performance, giving you insights into user behaviour and helping you make data-driven decisions to improve your marketing strategies.

Google Analytics

Google Analytics is the most widely used web analytics tool, providing comprehensive data on website traffic, user behaviour, and conversion rates.

It allows you to track the effectiveness of your marketing campaigns and make informed decisions to optimise your website for better user experiences and improved ROI.

Alternatives: Adobe Analytics, Heap, Mixpanel

4. Email marketing

Email marketing tools help you build and nurture relationships with your audience through personalised email campaigns, driving engagement, and conversions.


MailChimp is a popular email marketing platform that offers a wide range of features for creating and managing email campaigns.

It allows you to segment your audience, design and automate personalised emails, and track campaign performance through in-depth analytics.

Alternatives: Campaign Monitor, Constant Contact, Brevo (formerly Sendinblue)

5. Social media management

Social media management tools help you plan, schedule, and publish content across multiple social media platforms, streamlining your social media marketing efforts and fostering better engagement with your audience.


Buffer is an all-in-one social media management tool that enables you to plan and share content across various platforms, including Twitter, Instagram, TikTok, and LinkedIn.

With Buffer, teams can collaborate on social media content, creating drafts, reviewing posts, and approving before publishing.

Alternatives: Hootsuite, Sprout Social, Social Pilot

6. Conversion rate optimisation (CRO)

CRO tools help you analyse user behaviour on your website and identify areas for improvement, enabling you to optimise your website for better conversion rates and overall performance.


Hotjar is a powerful CRO tool that offers heatmap and session recording features, allowing you to visualise user behaviour and identify areas for improvement.

Hotjar also provides user feedback tools like surveys and polls, giving you valuable insights into user preferences and motivations.

Alternatives: Crazy Egg, FullStory, VWO

7. Landing page builders

Landing page builders help you create high-converting landing pages that capture leads, drive engagement, and promote your products or services.


Unbounce is a powerful landing page builder that uses AI to create responsive and highly optimised landing pages.

With its Smart Builder, you can design pop-ups, sticky bars, and other elements to enhance user experience and drive conversions.

Alternatives: Instapage, LeadPages, Landingi

8. Customer relationship management (CRM)

CRM tools help you manage and analyse customer data, streamlining your sales and marketing efforts, and improving customer relationships.

HubSpot CRM

HubSpot CRM is a robust CRM tool that helps you manage your contacts, track deals, and measure the performance of your sales and marketing efforts.

With its user-friendly interface and powerful features, HubSpot CRM can be easily integrated with other tools in your marketing tech stack, providing a comprehensive view of your customer data.

Integration Alternatives: Salesforce, Zoho CRM, Pipedrive

9. Marketing automation

Marketing automation tools help you streamline and automate repetitive marketing tasks, improving efficiency and freeing up time for more strategic efforts.


Marketo is a powerful marketing automation platform that offers a wide range of features for managing and optimising your marketing campaigns.

With Marketo, you can create personalised campaigns, automate lead nurturing, and track campaign performance through in-depth analytics.

Integration Alternatives: Hubspot marketing hub, Eloqua, ActiveCampaign

10. Video marketing

Video marketing tools help you create engaging videos that capture your audience's attention and drive engagement, conversions, and brand awareness.


Wistia is a video marketing platform that makes it easy to create, host, and share professional-quality videos.

With its intuitive interface and powerful analytics features, Wistia helps you optimise your video content for better performance and engagement.

Integration Alternatives: Vidyard, Vimeo, Animoto

11. Data enrichment and personalisation

Data enrichment tools help you enhance your customer data, enabling you to create personalised and relevant experiences for your audience.


Clearbit is a powerful data enrichment tool that provides real-time insights about your customers, helping you deliver personalised experiences across various marketing channels.

By integrating Clearbit with your marketing tech stack, you can create highly targeted campaigns that resonate with your audience and drive better results.

Integration Alternatives: ZoomInfo, LinkedIn Sales Navigator, Cognism

12. Live chat and customer support

Live chat and customer support tools help you engage with your customers in real-time, providing instant assistance and improving customer satisfaction.


Intercom is a customer communications platform that enables you to engage with your customers through personalised messaging, live chat, and chatbots.

With Intercom, you can provide instant support, capture leads, and nurture prospects throughout the customer journey.

Integration Alternatives: Drift, Zendesk, Freshdesk

13. Project management and collaboration

Project management and collaboration tools help you organise your marketing tasks, keep track of deadlines, and improve communication within your team.


Asana is a popular project management tool that offers a user-friendly interface and a range of features to help your marketing team stay organised and on track.

With Asana, you can create and manage tasks, collaborate with team members, and track progress on projects.

Integration Alternatives: Trello,, Basecamp

14. Lead scoring and sales enablement

Lead scoring tools help you prioritise and qualify leads, ensuring that your sales team focuses on the most promising prospects.


MadKudu is an advanced lead scoring tool that uses machine learning algorithms to predict the likelihood of a lead converting into a customer.

By integrating MadKudu with your CRM and marketing automation tools, you can ensure that your sales team focuses on high-quality leads, improving the efficiency of your sales process.

Integration Alternatives: Salespanel, Act On, 6sense

15. Webinars and virtual events

Webinar and virtual event platforms help you engage with your audience through live presentations, workshops, and online events, driving engagement and generating leads.


Zoom is a popular video conferencing tool that also supports webinars for large audiences and panelists.

With Zoom, you can easily host webinars, record and stream your events to platforms like YouTube and Twitch, and collect analytics with its reporting features.

Integration Alternatives: ON24, GoToWebinar, WebinarJam

Building a Winning Marketing Tech Stack: Final thoughts

A winning marketing tech stack is crucial for maintaining a competitive edge and driving growth.

By combining the right tools and technologies, you can streamline your marketing operations, deliver personalised customer experiences, and make data-driven decisions to optimise your marketing strategies.

Remember, the key to success is choosing tools that not only meet your current needs but also integrate seamlessly with each other and adapt to your changing business requirements.

With the right marketing tech stack, you can unlock your team's full potential and achieve your marketing goals more effectively.