7 Tools Every Marketer Needs
Today, every modern marketer has a suite of technology solutions he or she leverages to drive marketing activities — A group of tech tools more commonly referred to as a marketing technology stack. A marketing technology stack allows marketers to conduct, measure, and improve their marketing initiatives.
Scott Brinker identified ~3,874 marketing technology vendors on the 2016 supergraphic, increasing 87% from 2015. With such a large and rapidly evolving landscape, how does a marketer know which tool to invest in?
Even more, each company has its own unique set of needs, challenges, and strategies to execute. There is not one go-to marketing tech stack that works for every marketing team.
Leading the marketing for Augment, a rapidly growing augmented reality company, I have faced this dilemma first hand. There are too many tools that promise to optimize and streamline, but in the end fall short. I have demo’d, tested, and used countless marketing tools.
Here are the 7 marketing tools that every marketer should have in their tech stack:
Trello is a project management tool that makes collaboration easy. Trello allows you to create boards to organize anything and everything you and your team is working on. You can invite coworkers to join boards and to add cards to manage projects, tasks, and initiatives. Trello makes cross-team and intra-team collaboration efficient.
For instance, our marketing team has a public content board. We use this board to track the production progress of different pieces of content. Colleagues from other teams can easily see what marketing has coming up in the pipeline and request new collateral. This provides transparency for the entire company into our content production schedule.
CoSchedule is a content marketing editorial calendar that allows your team to schedule and organize all of their posts from one place. CoSchedule offers a Wordpress plugin that makes scheduling future posts seamless. With multiple writers or blogs to manage, CoSchedule helps keep everyone organized and collaborating efficiently. It offers your editorial team full transparency and keeps all parties aligned.
Intercom is the ultimate customer communication tool. From marketing to customer support, Intercom offers a suite of products to help your team better communicate with your customers. For marketers, it’s marketing automation messages allow you to onboard new users, announce new features, and re-engage people that are slipping away. I find it more intuitive and user friendly than other customer communication platforms available.
Security is no joke, and sharing passwords for all your services among co-workers can lead to major breaches. 1Password remembers all your passwords (similar to your Chrome keychain) and fills them in when you need. But even more, it allows you to create vaults where you can securely store and share passwords with your team. You have full control over who has access to what passwords and other sensitive information.
Hootsuite is a social media management system. It allows multiple users on your team to manage multiple social media accounts. From the Hootsuite dashboard, you can automate social media content, engage with your audiences quickly, measure the effectiveness of your campaigns, and more.
Moz offers a wide breadth of Search Engine Optimization (SEO) research and analytics tools to help marketers improve rankings and search engine visibility. We use Moz to track weekly search engine keyword rankings on our site and the competition, and to stay abreast to fluctuations in rankings. Another standout feature is Moz’s ability to track geo-targeted keyword rankings at the national and city level. With users and customers around the globe, Moz allows us to stay on top of our global reach.
One of the biggest challenges for marketing is effectively measuring the impact marketing initiatives have on sales. InsightSquared is integrated with Salesforce, allowing marketing and sales teams to create powerful reports and dashboards to monitor results closely. InsightSquared gives us a deep understanding of our business and helps align our marketing and sales teams. We use it for tracking lead metrics, opportunity pipeline, and forecasting.