It is no surprise how the pandemic has sped up the use of digital and digitally-enabled products by five years. Remote working, which was on the rise before the Coronavirus outbreak, became the “new normal” in the blink of an eye.
Leveraging digital tools became a must for companies to continue operations and grow despite an unstable world economy.
It also gave birth to the concept of a digital workplace, an always-connected online environment that provides instant access to everything employees, including marketing teams, need to do their job. As of today, a tech stack enables innovation — any company’s trump card for success.
Marketing technology, specifically, helps improve the efficacy of your marketing efforts. It helps automate laborious marketing tasks and gives actionable insights into the ROI of your marketing efforts.
Simply put, a marketing tech stack is a collection of technologies utilized by marketers to create, communicate and deliver their offerings. With proper strategies, support, and of course, tools, marketers can get a fair outcome out of their efforts.
However, given the number of options available in the market, it is challenging to identify the tools that will be most beneficial to your business. In this article, we discuss 12 tools that can help define your marketing success in the new year:
1. Content Management System (CMS)
A CMS is the beating heart of any fast-growing company’s digital presence. In layman’s terms, it is a software application that helps you build a website without writing the code from scratch. WordPress powers 43% of all websites on the Internet.
It is, by far, the world’s most popular CMS. It allows you to build everything — from blog sites to full-blown eCommerce storefronts with hundreds of themes to choose from. Instead of creating infrastructure from scratch for web pages and storing images, the WordPress CMS handles it all so that you can focus on more forward-facing parts of the site.
2. Business Intelligence (BI) Tool
This is an incredibly powerful tool to have in your marketing arsenal as it enables you to derive insights through data mining, visualization, and reporting. You can connect multiple data sources to gain access to the larger picture of your marketing, which is otherwise lost.
For instance, you could look at your Google Ads dashboard, but with a BI solution, you can check out your Google Ads, marketing automation, and CRM data from a single dashboard to get a complete overview of your marketing efforts. Tableau is a popular visual-based data analysis tool.
3. Search Engine Optimization (SEO) Platform
None of your marketing strategies will be successful without a vital SEO tool. You need a robust platform to help you drive organic traffic to your website on search engines like Google, Yahoo!, and Bing. Thankfully, many SEO tools allow you to conduct keyword research, conduct technical audits, and track search engine rankings.
Ahrefs, for instance, is a suite of SEO tools that help you find keywords and topics you should try ranking for, do in-depth competitor research, build links on high-authority sites, and more.
4. Lead Generation Software
Contrary to popular belief, email continues to be the top-performing channel for both B2B and B2C marketers. It has proven to be an efficient method of lead nurturing. The more targeted and focused your emails are, the more engagement you drive.
AeroLeads is a powerful lead generation software, you can simplify your prospecting process by curating data in real-time. You’ll also be able to verify potential customers’ emails.
5. Insights and Analysis Tool
Data is at the centerfold in marketing. It gives insights into what is working and what is not and sets a context for the future. What is better than a full-fledged analytical tool to read your marketing data? Google Analytics is perhaps the most commonly used tool in the market.
It helps you track online traffic, understand user behavior and improve your overall marketing initiatives. However, to tap into the full potential of analytics, it is essential to be well-versed with its features. That can be challenging for many.
Heap Analytics collects all the data points beforehand, leaving you only to define and track the critical events. Create reports for metrics that are important to you and even add multiple reports on a dashboard.
6. Social Media Management Platform
Although social media has become an increasingly complicated game influenced by algorithms, trends, and cultural preferences, it is still essential to any marketing strategy.
Regardless of your business size or domain, you will have some form of social media presence. And to manage how your channels are faring, it is best to use a tool like Sprout Social.
Streamline your publishing workflows, schedule posts at optimal times, and access actionable insights from the backend with Sprout Social. Focus on tasks like community building and engaging influencers on social media that take up more time.
7. Collaboration Software
Project management tools got a new breath of life after companies all over the globe were forced to work and collaborate remotely. There are many brilliant collaboration solutions, including Asana, Trello, and Monday. So, choosing one can be an overwhelming activity.
It often comes down to your personal preference. What is it that you want your project management tool to do? ClickUp, for instance, offers features like custom fields, multiple assignees, real-time chat, and time tracking.
You can also collaborate on docs right from the application, set goals, and schedule sprints. ClickUp integrates with many third-party tools, including Figma, Zoom, and Slack.
8. Digital Asset Management (DAM) Software
This tool allows you to upload, store, and organize all your digital marketing assets in one place. Plus, it is accessible anywhere and on any device, making it the perfect tool to have for remote marketers. Adobe’s DAM, for instance, is superb at managing all kinds of content and assets on one single platform.
Since it is a cloud-native solution, the tool can quickly scale up to meet the increased traffic and processing demands. Marketers can create workflows for planning, designing, and reviewing and ensure everyone has access to all the material needed to do the job.
9. Video Conferencing Tool
The last two years have increased our reliance on video conferencing software like Skype and Zoom. A typical digital workplace is not complete without face-to-face communication done virtually. But besides talking, you need a platform for real-time teamwork on an online whiteboard. That is where Miro enters the picture.
The visual collaboration tool helps marketers collaborate visually on ideas, projects, and campaigns. Miro offers an engaging and intuitive in-person collaborative experience through its infinitely zoomable canvas and web whiteboard, whether your employees are distributed, collocated, or fully remote. You can also create easily accessible central hubs of information.
10. Graphic Design Software
Designers are an expensive resource in any business, especially if it is young and fast-evolving. And with design being such a vital part of marketing — be it website banners, social media posts, newsletters, or blog feature images.
You need a robust tool like Canva, which enables you to easily and conveniently customize multiple templates for every digital platform. Plus, you can maintain your branding, assign role-based access and churn out designs quickly.
11. Conversion Rate Optimization Platform
Optimization is an integral aspect of any marketing strategy. You have to keep experimenting with the copy, design, timing, and so on to find out what works for you. Optimizely, for instance, allows you to create variations of your existing site and track customer response.
The best part is it is easy to use. You do not need to code anything to adjust your site. Optimizely comes with a visual editor that allows you to source data from multiple channels with one-click integrations and tests your site with a harmonized data model.
12. Customer Relationship Management Tool
Keeping track of leads is essential for any marketing team. Pipedrive provides every piece of information needed on your prospects. From call recordings and documents exchanged to the status of the deal and email conversations – Pipedrive organizes and stores the basics.
The app also has a mobile app, which means your team can access data from anywhere and take action while on the go. The tool also integrates with Google calendar to enable the prospect to book an appointment with the assigned account manager.
Over to you
To be a successful marketing team, you must have the right tools at your disposal. Hopefully, the list mentioned above will guide you in the right direction. If you integrate the right technologies, they will complement each other’s USPs and performance and help you increase customer engagement and boost your revenues. So, what are you waiting for? Enhance your competitive ability by building a solid marketing tech stack for your business today!
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