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Focus on your marketing.
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Marketers appeal to a customer regardless of age, ethnicity, or socioeconomic status.
But marketers have to reflect that diversity.
The online buying process is similar to a life cycle and thus enters one of the most beneficial tools you can have: marketing stacks.
What’s a Martech Stack?
A marketing technology (also known as a martech) stack is several different marketing methods that build a marketing strategy. Martech allows marketers to change techniques throughout the purchasing process to target consumers.
What’s a Sales Stack?
A sales tech stack is a way for sales organizations to communicate with possible buyers. Proper sales tech can affect whether an entire team succeeds or fails.
Marketing Enablement Tools
Enablement is the process of making someone able to do something or making something possible. In marketing, it is the process of allowing marketing teams to access methods that increase productivity.
Image Source: Unsplash
Marketing enablement tools allow marketers to create more personalized content and have more impactful content analytics.
There are several different marketing enablement tools and programs. Check out a few of them below.
Image Source: Texau
Define themselves as a NoCode Data Extraction and Automation Platform for Sales & Marketing teams.
Texau uses social media grouping to automate marketing on platforms such as Twitter, Facebook, and Instagram.
They utilize Google search scraping by providing marketers with keyword rankings. This feature allows users to search keywords by language and location.
Pricing starts at $290 yearly and goes up to $1990.
Pros of Texau:
- Free two-week trial period
- “Public Recipes” available
- Users can cancel or change their yearly plan at any time
Cons of Texau:
- Payments based on time, not processing power
- Not suited for slower servers as they burn through hours allowed in subscription plan
Image Source: Mailshake
Uses automated outreach to turn “cold prospects into warm leads” through email, social media, and phone.
Prices differ per length and desired plan.
The email outreach plan is $59/month or $44/month per year. The sales engagement plan is $99/month or $75/month per year.
Pros of Mailshake:
- Connects email accounts of multiple providers
- User friendly
- Automated follow-up emails
Cons of Mailshake:
- No free trial
- No mobile access
Image Source: Kdan Mobile
Allows users to edit PDFs across a variety of operating systems.
Pricing depends on the length of subscription choice. It costs $9.99/month, $6.66/month quarterly, or $4.99/month/year.
Pros of Document 365:
- Documents are all in one place
- Free 15-day trial with volume subscription
- Provides users with the ability to collaborate
Cons of Document 365:
- Multi-factor verification with every log-in can be time-consuming
- Mobile and laptop versions have different tools and features.
Marketing Analytics Tools
Marketing analytics allows marketers to determine the progress of their strategies.
Marketing analytics rely on an Application Programming Interface. An API is crucial to marketers as they act as a mediator between the user and the system.
APIs provide access to free-flowing data, which leads to data monetization if the API sells its access and allows users to collaborate.
A marketing analysis tool needs to be flexible. Flexibility promotes data to be dynamic with changing markets and solutions for a business of any size.
Marketing analytics tools are widely available and vary in cost and complexity. Below are several options.
Image Source: Google Analytics
Google Analytics is a marketing powerhouse. The program works with Google advertisers to provide information to a target audience.
Pricing is either free for the base service or $150k a year for the premium subscription service.
Pros of Google Analytics:
- Custom reports
- Ability to integrate with other platforms
- Measures ad performance
Cons of Google Analytics:
- Difficult to learn
- Slower if analyzing a large data set.
Image Source: Smartlook
Records data online and in mobile apps with marketing teams in mind.
There are several pricing levels, from free to $79/month, and an Ultimate option for customization.
Pros of Smartlook:
- Less complex than Google Analytics
- Lets businesses view what parts of the website produce the most visitor traffic
- Filter functionality for specific data
Cons of Smartlook:
- The recording option can be slow
- The smartphone application is outdated
- Low storage options
Image Source: Mixpanel
A “self-serve” marketing analytics tool. Mixpanel provides interactive reports and group analytics.
Pricing is free, $25/month, or customizable with the Enterprise plan.
Pros of Mixpanel:
- Provides a large amount of data on users
- Plenty of reporting options
- Live view option
Cons of Mixpanel:
- Weak support system
- So many options that it could be overwhelming for new users
Marketing Intelligence Tools
The COVID-19 pandemic changed the digital world drastically, speeding up its transformation and development technologies by an average of seven years.
Marketing intelligence is gathering and analyzing data to drive future decisions.
Marketing intelligence tools include systems such as:
Image Source: Ahrefs
Ahrefs is an SEO tool set to maximize website traffic.
Ahrefs can track ranking, give companies insight into how top competitors are performing, and study keywords to find what website visitors are searching.
Pricing varies quite a bit with the subscription plan chosen.
- Lite: $99/month or $990/year
- Standard: $179/month or $1,790/year
- Advanced: $399/month or $3,990/year
- Agency: $999/month or $9,990/year
Pros of Ahrefs:
- The keyword search function is excellent and is free
- One week free trial
- Provides website traffic for prospective customers
Cons of Ahrefs:
- More expensive than some other marketing intelligence tools
- Challenging for new users to learn
Image Source: Avoma
Avoma is a conversation intelligence software that helps you listen to customer and prospect meetings with your AEs and Customer Success teams and get topics with high customer intent for your content.
Avoma records, transcribes, summarizes all your meetings into one-pager notes to democratize customer intelligence across your organization.
Pricing varies quite a bit with the subscription plan chosen.
- Free plan for lite users
- Starter and Plus plans: $15/month/user and $35/ month/user respectively
- Premium and Business Plans: $55/month/user and $70/month per user
Pros of Avoma:
- Flexible pricing
- Enables cross-functional collaboration
- Scales across functions in your organization
Cons of Avoma:
- Free plan is limited to 35 mins/meeting
- Currently best-suited for SMBs and Mid-market
Image Source: Semrush
Unique because it allows users to do SEO and marketing from social media and content through one platform.
Pricing is in three tiers.
- Pro: $119/month or $99/month for a year
- Guru: $229/month or $191.62/month annually
- Business: $449.95/month or $374.95/month for a year
Pros of Semrush:
- Notifies customers if their website is not running at peak productivity
- Identifies keyword gaps between a customer and a competitor
- Easy to keep track of ranking
Cons of Semrush:
- The interface can be a challenge to learn for beginners
- Very expensive
Image Source: BiQ
BiQ is an AI-powered SEO tool with 2 billion keywords and the ability to keep all data in one place.
Pricing is monthly or yearly and in three tiers.
- Growth: $55/month or $550/year
- Advanced: $85/month or $850/year
- Professional: $115/month or $1150/year
Pros of BiQ:
- Provides related keywords to the targeted keyword
- Suggests content ideas
- 24-hour tech support
Cons of BiQ:
- No free trial or plan
- No API
Image Source: UserTesting
Provides “real-time feedback” from customers and allows marketers to connect directly with website visitors.
Pricing is in two categories: Individual and Enterprise.
The Individual plan is $49 per video session with customers. Enterprise can be very pricey the more customers businesses wish to test.
Pros of UserTesting:
- Not-AI driven customer communication
- Marketers can create any test desired
- Gives creators quick feedback on new ventures, websites, and features
Cons of UserTesting:
- Pricing is vague and not easily determined without speaking with UserTesting representatives.
- Limited search capabilities
Marketing Management Tools
Marketing management is the organizational side of marketing. Two aspects of marketing management are management itself and coaching.
Management is assigning tasks and assessing progress, while coaching is more about partnership.
Coaching and management make up sales management. Sales management is the development of a sales force and techniques that will advance sales targets.
Coaching in sales involves the managers of a business creating a fully functional sales team, whether that be through employment or outsourcing via the gig economy One tactic within sales coaching is role play. Roleplay allows managers and workers to act out real-life challenges they may encounter.
Marketing management, despite its more people-centric approach, is also quite relevant to online sales and businesses.
Some tools include:
Image Source: Outfunnel
Outfunnel syncs CRM and marketing contact lists to save time.
Outfunnel integrates APIs between many different systems, such as Pipedrive-Mailchimp, Copper-Mailchimp, and HubSpot-Contact Form 7, building a marketing stack that maximizes productivity.
Prices are in three levels, ranging from $19/month to $125/month.
Pros of Outfunnel:
- Software is reliable and easy to use
- Great for small businesses
Cons of Outfunnel:
- Functionality is not suited for more complex business models or marketing plans.
- Limited automation workflows
Image Source: Asana
Asana gives marketing teams an easy way to manage projects, make deadlines, and meet sales targets.
Pricing includes three options.
- Basic: Free!
- Premium: $10.99/month per user annually; $13.49 monthly
- Business: $24.99/month per user, billed annually; $30.49 monthly
Pros of Asana:
- Project management and task management
- Great for managers as they can assign tasks to team members
- Customization options are ideal for newer businesses
Cons of Asana:
- Not very compatible with Office 365
- The system does not allow expense tracking
Image Source: Salesforce
A CRM that gives marketers insight into their customers. They provide many different systems, the most substantial being Customer 360.
Salesforce offers many products, and each product also has several sects within it. Pricing varies greatly.
For marketing cloud products, prices can go anywhere from $400 to $65,000 annually.
Pros of Salesforce:
- Cost-effective, as businesses can pick and choose which products they would like in their marketing campaigns
- Available worldwide and 24/7
- Reliant on internet connection
- No control over system upgrades
Image Source: Zoho CRM
Zoho CRM has a network of over 250,000 businesses and helps them increase revenue through marketing.
There are four tiers of pricing:
- Standard: $20/month or $14/month yearly
- Professional: $35/month or $23/month yearly
- Enterprise: $50/month or $40/month yearly
- Ultimate: $65/month or $52/month yearly
Pros of Zoho CRM:
- Excellent mobile applications
- Calling service gives marketers easy access to customers
Cons of Zoho CRM:
- System crashes often
- API limits for some customers
Sales Engagement Tools
Engagement focuses on creating collaboration and communication between technology and human businesses. With sales engagement tools, companies can connect with potential customers.
Engage more customers with the tools featured below:
Image Source: HubSpot
Works to consider a company’s goals and consumer’s needs simultaneously through marketing strategies and sales engagement.
Hubspot offers three tiers of pricing. Starter is $45/month or $540/year, professional is $800/month or $9,600/year, and enterprise is $3,200/month or $38,400/year.
Pros of Hubspot:
- Social media scheduling tracks usage
- Email marketing is not a hassle with provided templates
Cons of Hubspot:
- Charges by number of contacts in the system
- Bringing new customers on board can be challenging
Image Source: SproutSocial
Uses social media to build a marketing strategy.
“Sprout gives us the opportunity to track our statistics, interact with users through the Smart Inbox and even schedule posts all in one tool. It’s easy to use as a team and actually makes it unnecessary for us to log in to any of our social media channels.” – Timur Köklü, Head of Content at Linearity
Pricing is per user per month and is available in three forms. Standard is $99/month, the professional plan is $149/month, and advanced is $249/month.
Pros of Sprout Social:
- Editing feature makes posting to social media more customizable
- The report feature is up-to-date
Cons of Sprout Social:
- Dashboard is complex
- Not ideal for beginners in the social media realm due to price
Image Source: Awario
Collects data from billions of web pages so businesses can see who mentions them in posts, conversations, and searches.
Pricing varies monthly and annually. The starter plan is $29/month or $24/month annually, pro is $89/month or $74/month annually, and enterprise is $299/month or $249 annually.
Pros of Awario:
- Track tagged and untagged mentions on social media
- Advanced filtering by location, site, negative keywords, and date
Cons of Awario:
- Expensive for monitoring keywords
- Getting relevant results can be tricky when starting out
Image Source: Userback
Userback is the fastest way to get user feedback from websites and apps.
Userback offers four pricing levels.
- Basic: $9/month or $8/month yearly
- Standard: $39/month or $34/month annually
- Growth: $79/month or $69/month annually
- Premium meets the needs of the customer. Prices vary.
Pros of Userback:
- Perfect for visual learners
- Easy for people providing feedback to navigate
- Feedback on PDFs and websites
Cons of Userback:
- Client account setup can sometimes malfunction
- No specific surveys for specific features of a website or app
Marketing is not a one-tool process. It requires communication between many moving parts.
Marketers must utilize these tools to forecast sales and manage their teams effectively. Marketing tools are for every business and team. Each strategy is individualized for maximum productivity.
If cost is a concern, check out 79 Marketing Tools and Software for Every Business and Budget. The article details plans and systems for small businesses, startups, and large corporations.
Another great resource is Types of Marketing Tools. The article guides readers through marketing tools that will work best for their business and marketing teams.
Digital marketing is an ever-changing and dynamic field.
Staying on top of data trends and engagement is impossible without help from the tools featured above. Meeting sales goals, interacting and connecting with customers, and maintaining relationships with buyers rely on marketing teams and their strategies.
Guest post was written by Darya Jandossova Troncoso, Chief Editor at MarketSplash.