October 25, 2023
9 min read
The marketing landscape isn’t the same as it was 50 years ago. Today, MarTech — marketing technology — reigns queen.
However, the concept can be overwhelming or even stressful for those unfamiliar with up-and-coming marketing technology. We’ll explain what it encompasses, how it works, various types to check out, and the top seven MarTech tools to transform your team’s marketing strategy.
MarTech — a condensed word for marketing technology — refers to the tools people in marketing use to improve their marketing techniques. It’s meant to optimize marketing work when it comes to ideating, planning, and meeting specific goals.
Although they’re both similar, there are definitely some key differences between MarTech and AdTech. AdTech, as you might’ve guessed, refers to advertising technology. Because advertising and marketing are so closely tied, these two terms are often used synonymously (incorrectly).
Whereas MarTech allows marketers to plan and execute marketing campaigns to meet goals, AdTech focuses on buyer behavior and its impact.
There’s another common term used in marketing technology called a MarTech stack: a group of marketing tools and software that falls under the MarTech umbrella. This collection of tools offers the same benefits as marketing technology. That is, optimizing processes in the marketing lifecycle.
A digital management (DAM) solution is central to most MarTech stacks. A DAM is what houses assets and any content that brands own.
Contrary to popular belief, there are multiple types of MarTech. The word “MarTech” is a broader term that includes many subtypes of tech. For example, the most common types of MarTech are:
In order for marketing companies to fully understand their audiences and the impact of the campaigns they run, brands need to have access to data-driven insights. MarTech offers many fantastic sources for these insights.
Datasets can do wonders in terms of understanding audiences through content performance and social media engagement. But because data points can be difficult to translate into plain language, MarTech tools are the perfect solution.
Although social media in its current state didn’t truly exist 20 years ago, branded social media channels are critical to any marketing strategy. Social media optimization is one of the most critical MarTech tools companies need to take advantage of.
Most marketing strategies can’t exist without social media. That’s where these MarTech tools come in, particularly things like:
Now, brands can utilize this technology to improve social media campaigns and better connect with online audiences.
In the world of marketing, campaigns can make or break a brand. With campaign reach and impact MarTech tools, companies can use remarketing strategies to connect with clientele and various audiences. Campaign impact tech can help brands improve relationships with those same audiences, too.
For example, one campaign impact MarTech tool involves email marketing. Brands looking to connect with a target audience might lean on email marketing, which can be optimized by these campaign impact tools.
As one of the broadest types of MarTech, management encompasses many types of tools. For example, management software can help marketing brands with things like:
Because management is the common theme here, organization is the star of the show. All of these brand aspects — from budgeting to content to a company’s product — can benefit from MarTech management tools.
If you’re looking to build a MarTech stack or even just curious about how MarTech can help your brand, you’re in the right place.
Here are the top seven MarTech tools every marketing team should consider exploring.
In terms of data-driven insights, Yoodli reigns superior, especially with regard to improving customer communication and relationships.
Powered by generative AI, Yoodli’s overall goal is to improve communication. So, for marketing brands, the goal is to improve communication with clients. However, Yoodli can be used for essentially anything, from practicing casual chit-chat with customers to simulating interviews and preparing for upcoming presentations.
Here’s how this MarTech tool works. A marketer can record or upload a video of themselves speaking — perhaps practicing their upcoming product pitch presentation or refining their personal elevator pitch — and receive instantaneous data-driven insights on their speech.
Yoodli uses and analyzes data from your speech to give you individualized insights on things like:
This isn’t an exhaustive list of all the insights Yoodli provides, but they’re certainly analytics that stand out. Marketers will also get a full transcript of what was said as well as an AI-generated summary of the key points.
Using this data, Yoodli also provides marketers with actionable tips they can use to improve client relations. For example, if you use too many filler words, Yoodli might suggest implementing a few pauses or simply slowing your pace.
Yoodli is easy to use and offers a free subscription, though you can also opt for a paid subscription for more options.
Learn more about this incredible MarTech tool via the explainer below:
In terms of SEO, Semrush is one of the best MarTech tools you can take advantage of. Think of Semrush as a package deal of multiple resources. It’s a one-stop shop for all your SEO needs.
For example, Semrush gives marketing teams data-driven insights with regard to:
Semrush combines multiple types of MarTech into one simple dashboard. This tool suite can help brand marketers improve their campaigns and visibility overall through clear analytics.
This tool offers three main tiers of subscriptions:
In terms of project management and task tracking, Trello ranks among the best of the best. This MarTech tool offers marketing teams a simple, organized dashboard where the teams’ tasks, responsibilities, and projects live.
The best part is that it’s completely customizable, so companies can tailor it to their marketing team’s needs and priorities. You can add items like checklists, due dates, lists, and files, as well as other helpful task-tracking tools.
Trello has a great track record and many top companies rave about it, including:
In terms of subscription plans, there are four to choose from: free, standard, premium, and enterprise. While the free plan doesn’t cost anything, it also doesn’t include the same options as the other paid plans.
The standard plan costs $5 per user per month, while the premium runs users $10 per month. The most costly option, the premium plan, costs $17.50 per user every month.
Using this type of tool can help automate your team’s workflow, making it one of the most valuable finds on our list of marketing technology resources.
For audience insights, Google Analytics is a tried-and-true choice for brands across the globe.
Specifically, Google Analytics divides its features into six categories: built-in automation, reporting, advertising workspace, explorations, data collection and management, and integrations.
This MarTech resource has much to offer marketing teams, such as:
The pricing model for Google Analytics is a little muddy and has shifted over the years, so the overall cost will vary based on the marketing team and its respective needs.
Email marketing and automation is the star of the show with Mailchimp. As a MarTech tool, Mailchimp has an impressive array of applications for marketing teams.
For example, just a few of Mailchimp’s features and benefits include:
While Mailchimp does have a free 30-day trial, the main subscription plans are:
One of the best MarTech options for social media management, Hootsuite, is a versatile platform that lets marketing teams keep track of multiple social media accounts in one place. As such, it helps companies maintain an appropriate brand tone across all social accounts.
Specifically, Hootsuite has features that can optimize a marketing team’s social media management, such as:
This tool is so versatile that teams in any organization can use it, from small start-up businesses to enterprises. For brands that want to up their social media game, Hootsuite is that tool.
Last but certainly not least, Salesforce, one of the most popular MarTech tools. If you’re building a MarTech stack, chances are, Salesforce might be a part of it.
If improving your brand’s relationship with customers is on your to-do list, that’s where a tool like Salesforce comes in handy. This option in particular uses a cloud-based software to manage a brand’s customer relations as a customer relationship management (CRM) system. As long as you have an internet connection, you’ll be able to access it.
For example, Salesforce can help with things like:
MarTech is incredibly important — now more than ever — thanks to the technological advances constantly cropping up. As such, marketing companies need to grow and evolve around new technology solely to make sure they don’t fall behind brands that are using MarTech to their advantage.
At this point, MarTech as a whole has proven itself necessary to modern-day marketing initiatives.
Not only that, but MarTech tools like Yoodli help marketing brands optimize their processes and even improve their relationships with their client base.
There isn’t a single company that can’t benefit from MarTech. In fact, it’s become essential to the majority of marketing processes and, at the end of the day, a brand’s marketing success.
By using tools like Yoodli, Google Analytics, and Semrush, teams can optimize and streamline their marketing campaigns and use actionable insights to improve and build customer relationships.
MarTech is constantly evolving and tools like the seven listed above will continue to revolutionize the marketing landscape.
Getting better at speaking is getting easier. Record or upload a speech and let our AI Speech Coach analyze your speaking and give you feedback.