Think your marketing technology (MarTech) stack is king? Pull yourself out of 2017.
Your customers are dropping out of your funnel. Engagement is down. The CEO is on you to get results… today.
Where can you find more efficient ways to get the job done?
A better MarTech stack.
If you aren’t using a diverse set of tools, you’re likely falling behind.
Marketing departments around the world are scrambling to find the best ways to identify and engage their customers.
Are you wondering why your team can’t find more customers? Or better satisfy your existing profit centers?
It’s because your MarTech stack needs a facelift. An upgrade to help you better serve customer needs and enable easy onboarding.
Like a valley girl without botox, a business in 2018 without a proper stack is showing its true age.
But with over 5,000 MarTech options available, finding the right tools for the job can be daunting.
Luckily, I’ve got your back.
Get your MarTech stack ready for the future with the hottest apps on the block.
1. Salesforce
Managing customer relations is key to growing your business.
It’s 5x less expensive to keep an existing customer than to sell to a new one.
But upselling and reselling to existing customers presents a big challenge.
Just because someone bought from you once doesn’t mean they’ll do it again or stick around forever.
You need to manage and nurture the customer relationship.
When it comes to that, Salesforce continues to steal the CRM “best in show” — and with good reason.
It recently topped Fortune’s list of 100 best companies to work for in 2018 and has been able to retain consistent growth behind its experienced leadership.
What’s their secret to being the biggest SaaS shark in the ocean?
It’s one of the most customizable CRMs out there and has been battle-tested for nearly two decades.
It has integrations for just about every use case with it’s AppExchange being second to none.
With AppExchange, you can find, locate and utilize different applications like you would plugins on WordPress.
Businesses of all sizes use it and love it.
Whether you are a mom-and-pop shop getting started or a large enterprise org, Salesforce has seen your use case before and has a solution.
Dashboards are full of comprehensive data that you can use to build customers from small lifetime values to high lifetime values.
Salesforce is king when it comes to customer relationship management.
2. Hootsuite
When it comes to social media, today’s consumer is everywhere.
In fact, the average consumer has seven different social media accounts spread across multiple platforms.
While that presents an opportunity in the form of reaching new customers with multi-channel strategies, it also creates an internal nightmare when it comes to managing it.
Posting, liking, commenting and engaging on seven platforms? That’s a full-time job.
But not when you take advantage of platforms like Hootsuite.
Hootsuite is a necessity for managing your social media presence.
While Facebook Advertising is primarily about “speaking” to your customers, Hootsuite should be used to “listen” and engage.
Of course, finding a way to listen to multiple channels at the same time is difficult. Hootsuite solves the problem by managing all your social channels in one place.
By using a unique dashboard to monitor unlimited streams from all the social media channels your team uses, you can schedule, optimize and interact with consumers in just minutes on any platform.
With integrated analytics dashboards, pulling up reports for your marketing and sales teams is easy.
Connecting to diverse content systems beyond social, you can pull up free stock images to aid your social campaigns:
The platform is decked to the fullest, helping you manage social media with one tool in a sector that normally requires multiple.
3. Google AdWords
Reaching new customers is key to scaling your business.
And there’s possibly no better place to do that than advertising with AdWords.
Despite Facebook’s massive growth, Google AdWords is still the most widely used advertising platform in the world.
In fact, getting certified in AdWords is seen as a necessity for most entry-level digital marketing professionals.
While most people are interested in Facebook, here’s why you should keep AdWords in your toolbox:
AdWords packs a punch in the form of intent.
If cleanliness is next to godliness, then intent is next to customer acquisition.
On platforms like Facebook, people aren’t there to see ads or find products. They are engaging with friends, family, and funny videos.
But on AdWords, people are actively searching via keywords to find solutions to their problems:
They want help ASAP. So you can virtually skip the typical funnel process and get down to selling.
On top of intent, AdWords packs reach. Google handles over 40,000 searches every second.
Not to mention over 3.5 billion each day and 1.2 trillion each year.
With AdWords, you can also advertise on YouTube, a platform with 1.5 billion monthly active users who watch more than an hour of content daily.
In terms of support, you have access to dedicated account managers that will help run and optimize your campaigns.
The dashboard is extremely easy to use, too.
With diverse demographic targeting and custom audiences, you can reach users with Facebook-like specificity.
AdWords is the bread-and-butter of PPC advertising and will continue to dominate with its massive user base.
Add it to your stack and get your piece of the pie today.
4. Optimizely
Running tests is critical to finding success. Whether in product creation, marketing development or sales.
Test and test again.
But when most A/B tests fail, you often can’t rely on your own, basic marketing tests to provide statistically significant data.
Let Optimizely take your experiments by the horns to stay ahead of the competition.
Test against your assumptions to build better campaigns that capture more users and increase retention.
People will think you became a guru overnight.
There are a number of ways you can impress your team with Optimizely.
Use Optimizely X, and you can experiment across “every device, every channel, and every customer touchpoint.”
With unlimited users, you can easily collaborate with anyone to build dashboards that will make your executive team happy.
Show the world your technical prowess by empowering developers to support your optimization marketing tech.
Optimizely powers optimization and testing for some of the largest companies on the planet for a reason:
It simplifies testing and provides accurate, effective results.
5. Crazy Egg
Every marketer thinks they understand their customers. Their pain points, wants and needs.
But when it comes to driving sales, do you know how the user experienced your site? What they loved or hated?
Unless you are using a heat mapping tool like Crazy Egg, you likely don’t.
Crazy Egg is known as a heatmapping tool that provides an X-ray of how visitors are interacting with your site.
They were one of the first in the space, and remain the top player for a few main reasons.
With Crazy Egg, you can see which part of your pages users click on the most, where they are spending the most time (on a per-page basis), and what areas are being completely ignored.
They offer four different views, but Heatmap and Scrollmap are where it’s at.
Heatmap allows you to see where users are clicking and Scrollmap allows you to see where users are spending the most time (especially helpful for those of you producing long-form content).
Crazy Egg allows you to A/B test different variations of pages so you can continue to make iterations.
Getting insights on how your users interact with you is invaluable for optimization. Quit your slacking and start using heatmaps.
Speaking of slacking…
6. Slack
Collaborating and communicating across teams and departments shouldn’t be a boring, tedious or annoying process.
And, it shouldn’t be an afterthought, either.
According to HubSpot, the more aligned your sales and marketing team is, the better overall growth you’ll achieve.
And that’s where Slack comes into play.
With Slack, all of your team communication exists in one place. You can message individuals directly, create a group, and create Slack channels to keep conversations topical and organized.
Plus, they have integrations with EVERYTHING. GitHub, Trello, Dropbox, Google Drive, Heroku and countless other MarTech tools. The list doesn’t end.
Slack is where work gets done, and team communication stays fluid.
7. Marketo
Latest data shows that 91% of companies using marketing automation find it to be an integral piece of their marketing strategy.
The fact of the matter is, with so many channels and platforms available to marketers today, automation is necessary to thrive.
And Marketo is a powerhouse of automation designed for marketers by marketers.
If you’re in B2B and want to get an idea of how your prospects are interacting with all your marketing channels, Marketo is the wingman you’ve always wanted.
Built on the same core platform as Salesforce, Marketo is a necessity for any team running multiple channels for customer acquisition.
With an easy-to-use modular system featuring marketing automation, consumer engagement marketing, real-time personalization, and marketing management, you can customize everything for your specific business needs.
Marketo is designed for scaling businesses.
The platform allows you to clone entire programs such as landing pages and email marketing, so you don’t have to create new ones as your grow.
Using advanced reporting to pull detailed customer analytics and then compare across channels, Marketo can integrate with just about any other MarTech tool you use.
https://blog.kissmetrics.com/martech-tool-stack/
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