Top 10 Marketing Tools for a complete Martech Stack in 2024: A Comprehensive Review

10 Best Marketing Tools for a complete Martech Stack in 2024

Marketing gurus specializing in marketing funnel optimization are always on the lookout for the latest trends and tools to improve their processes. To help you stay ahead of the game, we’ve compiled a list of the top 10 marketing tools for 2023.
Our selection focuses on marketing tools that empower digital marketers to plan, execute, and deliver remarkable results for their clients. Let’s dive in and discover the unique capabilities that make one product stand out from another, evaluating across conversion tracking, lead management, analytics and integrations available.

Tool #1: HubSpot

HubSpot Marketing Hub is an all-in-one marketing software that offers a suite of tools designed to help businesses attract, engage, and delight customers. HubSpot’s value proposition lies in its ability to act as a centralized platform for managing marketing campaigns, capturing leads, and nurturing them throughout the customer journey.

It is known for its inbound marketing methodology and is widely used for content creation, social media management, email marketing, and lead generation.

CRM HubSpot - Marketing Tools for a complete martech stack
  • Lead and Conversion Tracking: It offers robust lead and conversion tracking capabilities, allowing marketers to monitor the performance of their campaigns and optimize them accordingly.
  • Lead Management: The tool enables marketers to organize, segment, and score leads for personalized targeting, effectively allowing professionals to create a comprehensive lead management system.
  • Integrations: HubSpot has an extensive list of integrations and can integrates with popular ad platforms, other email data platforms, email automation tools, or even enterprise CRMs allowing for a seamless flow of data and effective campaign targeting.
  • Automations and Workflows: With its automation features, marketers can streamline their marketing processes, set up personalized workflows, and deliver targeted messages at the right time.
  • Reporting and Analytics: In the Marketing Hub, professionals will find powerful reporting and analytics capabilities, accompanied by visually appealing dashboards that provide valuable insights into campaign performance and audience behavior.
  • Customer Support: HubSpot provides excellent customer support through various channels, including documentation, live chat, and a robust community forum.

Tool #2: Google Ads

It’s no secret that Google Ads is the most used marketing tool that enables businesses to create and manage targeted advertising campaigns across the Google search network, display network, YouTube, and more.

It is designed to help businesses reach their target audience effectively through paid advertising. With its extensive reach and it evolving targeting options, businesses typically use Google Ads to increase brand visibility, drive website traffic, generate leads, and boost conversions. Here is what you should know about Google Ads.

Google Ads website screenshot
  • Lead and Conversion Tracking: Google Ads offers advanced tracking features, including conversion tracking and attribution models, allowing marketers to monitor the performance and impact of their ad campaigns on lead generation and conversions.
  • Lead Management: While Google Ads primarily focuses on ad delivery, it integrates seamlessly with CRM systems and lead management tools, enabling marketers to streamline lead management and effectively nurture leads.
  • Integrations: Google Ads integrates with popular CRM systems, such as Salesforce and HubSpot, enabling marketers to sync leads and automate processes for efficient lead management.
  • Automations and Workflows: While Google Ads doesn’t provide extensive automation features, it offers features like automated bidding strategies and responsive search ads to optimize ad performance and enhance campaign efficiency.
  • Reporting and Analytics: Google Ads provides a set of comprehensive reporting and analytics for probing into conversion tracking and metrics such as click-through rate (CTR), cost-per-click (CPC), and more. While it offers certain dashboard capabilities, marketers tend to prefer using different visualizations tools for a more graphical representation of their campaigns’ performance.
  • Customer Support: While it offers all the known support channels, including help articles, and community forums getting access to Google Ads specialists or live agents is a tiring and time-consuming process.

Tool #3: AdRoll

No paid advertising strategy is fully fledged if it doesn’t include retargeting. Adroll is the most well known digital advertising platform that offers retargeting and prospecting solutions to help businesses reach their target audience across various channels, including display, social media, email, and more.

Tool 3 - Adroll - Marketing Tools for a complete martech stack

AdRoll helps marketers reach potential customers who have previously interacted with a business website or brand and engage with new prospects through personalized advertising. It is known for its retargeting capabilities, dynamic ad creation, and cross-channel campaign management. AdRoll is a marketing tool widely used for increasing brand visibility, driving conversions, and expanding customer reach.

  • Lead and Conversion Tracking: AdRoll offers robust lead and conversion tracking features, enabling marketers to track the performance and effectiveness of their campaigns. Marketers can monitor key metrics such as impressions, clicks, conversions, and ROI to gain insights into the impact of their advertising efforts.
  • Lead Management: While AdRoll primarily focuses on ad delivery and retargeting, it integrates with CRM systems to capture and synchronize lead data. Marketers can connect their lead management processes with AdRoll to ensure a streamlined approach to lead nurturing and customer engagement.
  • Integrations: Retargeting success lies in being able to leverage existing customer data. AdRoll provides integration with CRM systems and ad platforms to retrieve audience data, leads, and conversion events and use that to create more targeted advertising campaigns. With its integrations, it ensures marketers have a cohesive approach to customer relationship management and smarter ad delivery.
  • Automations and Workflows: AdRoll provides automation features such as automated campaign optimization, dynamic ad creation, and personalized recommendations. Marketers can leverage these features to streamline their advertising workflows, save time, and deliver more relevant ads to their target audience.
  • Reporting and Analytics: AdRoll offers comprehensive reporting and analytics tools that provide insights into campaign performance, audience segmentation, and attribution analysis. Customizable dashboards and visualizations allow marketers to monitor key metrics and gain actionable insights into their advertising campaigns.
  • Customer Support: AdRoll offers customer support through various channels, including email, live chat, and a knowledge base. Marketers can rely on AdRoll’s support team to provide assistance, answer queries, and offer guidance on optimizing their advertising strategies.

Tool #4: SEMRush

If you are doing SEO then you definitely have heard of SEMrush. It is a powerhouse for gathering insights, data, and tools to improve online visibility, analyze competition, and optimize marketing strategies.

SEMrush is a marketing tool that delivers value by empowering businesses to enhance their search engine ranking and organic content efforts, track keyword rankings, conduct competitive research, and optimize their content marketing programs. It is widely used for keyword research, site audits, backlink analysis, and PPC campaign optimization.


SEMrush is used by marketers widely, here is where it fairs strongest.

Tool 4 - SEMRUSH - Marketing Tools for a complete martech stack
  • Lead and Conversion Tracking: While SEMrush primarily focuses on organic search optimization, it provides advanced tracking features to monitor website traffic, keyword rankings, and backlink performance, all of which indirectly impact lead generation and conversions.
  • Lead Management: SEMrush does not directly offer lead management capabilities but provides valuable insights into keyword performance and competitive analysis to optimize lead generation strategies.
  • Integrations: SEMrush integrates with popular CRM systems and ad platforms, allowing marketers to extract valuable data for lead tracking and optimize advertising campaigns based on competitive insights.
  • Automations and Workflows: SEMrush offers workflow automation features like scheduled reports and data exports to streamline reporting and data analysis processes.
  • Reporting and Analytics: Being a monitoring tool, it couldn’t lag behind in reporting and analytics. Its keyword performance, traffic analytics, and backlink analysis are top-notch, offering customizable dashboards and visualizations to compare and present data effectively.
  • Customer Support: SEMrush offers customer support through various channels, including live chat, email support, and an extensive knowledge base.

Tool #5: Hotjar

If you need to optimize conversion rates, then you need to dive into user-behavior and Hotjar is the go-to marketing software tool that helps businesses understand how users interact with their websites. Hotjar provides value by uncovering user behavior that enable marketers to take action, optimize website usability, and enhance the overall user experience.

It is known for its heatmap recording and visualizations, session recordings, and user feedback collection, which help businesses identify areas for improvement and increase conversions. If you are looking into Hotjar, ensure you don’t miss its core areas.

landing page optimization tool - Tool 5 - Marketing Tools for a complete martech stack - hotjar
  • Lead and Conversion Tracking: Hotjar focuses on user behavior analysis rather than direct lead tracking. However, by observing user interactions, marketers can identify conversion bottlenecks and optimize their website to improve lead generation and conversions.
  • Lead Management: Hotjar does not provide lead management capabilities but offers insights into user behavior that can inform lead nurturing strategies.
  • Integrations: Hotjar has some integrations with a few popular CRM systems to transfer user behavior data, such as poll responses, with the purpose of leveraging it into the lead management and advertising efforts.
  • Automations and Workflows: Hotjar does not offer extensive automation features but provides tools like session recordings and heatmap analysis to automate the collection of user behavior data.
  • Reporting, Analytics, and Dashboard Visualizations: Hotjar offers reporting and analytics features, including heatmap visualizations, user session recordings, and user feedback analytics. Marketers can gain valuable insights from these visualizations to optimize their websites.
  • Customer Support: Hotjar offers customer support through email, knowledge base resources, and a community forum.

Tool #6: Typeform

Typeform is an online form builder that allows businesses to create interactive and engaging surveys, quizzes, and forms to collect valuable customer data. By facilitating the creation of visually appealing and user-friendly forms, Typeform enables marketers to improve user engagement and increase response rates. It is widely used for lead generation, customer feedback collection, event registrations, and market research.

Compared to other form collection and form tracking tools Type form excels in the following areas.

Tool 6 - TYPEFORM - Marketing Tools for a complete martech stack
  • Lead and Conversion Tracking: Typeform does not focus on direct lead and conversion tracking. However, it provides features such as custom variables and hidden fields that can be used to track leads indirectly.
  • Lead Management: Typeform integrates with popular CRM systems, enabling marketers to automatically sync form submissions with their lead management processes.
  • Integrations: Typeform has a range of extensions including integrations with CRM systems, email marketing platforms, and other marketing tools, allowing for efficient lead management and seamless data transfer.
  • Automations and Workflows: Typeform offers workflow automation features through integrations with platforms like Zapier, enabling marketers to automate actions based on form submissions.
  • Reporting and Analytics: Typeform provides reporting and analytics on form responses, including response rates, completion times, and individual answers. Customizable dashboards and visualizations allow marketers to track form performance.
  • Customer Support: Typeform offers customer support through email, live chat, and an extensive knowledge base.

Tool #7: Mailchimp

Mailchimp boasts to be the all-in-one marketing software platform that enables small businesses to create, automate, and analyze email marketing campaigns. In addition, it helps build landing pages and manage social media ads.

Businesses use its email marketing capabilities for email newsletters, customer onboarding, and lead nurturing. Mailchipms makes it easy to create visually appealing campaigns, segment your marketing audience, and track email performance.

Before diving into the various marketing automation use-cases it offers, here is what you need to know.

Tool 7 - Mailchimp - Marketing Tools for a complete martech stack
  • Lead and Conversion Tracking: Mailchimp offers lead and conversion tracking features, including the ability to track email opens, clicks, and conversion rates, providing valuable insights into the effectiveness of email campaigns.
  • Lead Management: Mailchimp provides lead management capabilities, allowing marketers to segment their audience, create targeted campaigns, and automate lead nurturing workflows.
  • Integrations: Mailchimp has grown its set of integrations to all major ad platforms and popular CRMs and to a range of tools enabling marketers to sync leads and automate processes for efficient lead management and ad targeting.
  • Automations and Workflows: Mailchimp offers powerful automation and workflow features, allowing marketers to set up personalized customer journeys, automate email campaigns, and trigger actions based on user behavior.
  • Reporting and Analytics: Mailchimp provides comprehensive reporting and analytics on its core functions such as email performance metrics and audience insights. With its paid plans it offers decent visualizations and customizable dashboards to help marketers gain actionable insights at a glance.

Tool #8: Zapier

In the modern marketing stack integration is an essential parameter of any tool. But where others may fall short, Zapier steps in to fill your need as a must have marketing tool. Zapier is an automation tool that connects different apps and platforms to automate repetitive tasks and streamline workflows.

With Zapier professionals and businesses can automate processes and connect various apps without the need for coding or complex integrations. It is widely used for automating lead generation workflows, data synchronization between platforms, and streamlining marketing processes.

Tool 8 - Zapier - Marketing Tools for a complete martech stack
  • Lead and Conversion Tracking: Zapier does not explicitly focus on lead and conversion tracking. However, it is an essential tool for enabling accurate tracking and integration of lead data across other marketing platforms by automating data transfers between apps.
  • Lead Management: As a low-code automation tool, Zapier acts as a catalyst for lead management use-cases in other tools. By assisting in the automated lead capture, lead nurturing, and syncing of lead data with CRM systems or marketing platforms.
  • Integrations: Zapier boasts thousands of connectors well beyond CRM systems, ad platforms, and marketing tools so that marketers can connect and synchronize data for effective lead generation campaigns..
  • Automations and Workflows: Zapier is designed to streamline automations and workflows by creating “Zaps” or connections between different apps. Marketers can set up triggers and actions to automate tasks, saving time and effort.
  • Reporting and Analytics: Zapier does not provide reporting and analytics features natively. However, it can integrate with reporting tools or send data to spreadsheets for further analysis and visualization.
  • Customer Support: Zapier offers customer support through email, a help center, and community forums where users can seek assistance and share knowledge.

Tool #9: ChatGPT by OpenAI

It’s the new kid in the block, but it took it just 5 days to acquire 1 million users. OpenAI ChatGPT is a generative AI language model for limitless use cases. However, it is known to assist marketers in generating creative and engaging marketing content, answering customer queries, and providing personalized recommendations.

It has totally disrupted the creator economy and is causing significant turmoil in the marketing world. Countless videos demonstrate how it can be used to create persuasive copy, generate product descriptions, engage with customers through chatbots, and provide data-driven insights for marketing strategies. Let’s look deeper and evaluate how it performs around the criteria that matter to lead generation.

Tool 9 - ChatGPT - Marketing Tools for a complete martech stack
  • Lead and Conversion Tracking: As an AI language model, OpenAI ChatGPT does not directly offer lead and conversion tracking features. However, it can assist in generating content that can influence lead generation and conversion optimization strategies.
  • Lead Management: OpenAI ChatGPT does not focus on lead management at all. However, it can contribute to lead nurturing and engagement through personalized and automated responses.
  • Integrations: When it was released, OpenAI ChatGPT didn’t offer any integrations. In 2023 we see an emergence of plugins, including integrations with CRM systems and ad platforms through APIs, tools like Zapier or custom-built integrations. However, many of these are nascent and 3rd party tools and offer limited use cases in the context of generating content for marketing campaigns.
  • Automations and Workflows: OpenAI ChatGPT can assist in automating customer interactions and support workflows by providing AI-generated responses and recommendations.
  • Reporting and Analytics: OpenAI ChatGPT does not provide reporting and analytics features natively. However, the generated content can be tracked and analyzed using existing reporting and analytics tools.
  • Customer Support: OpenAI started as a sort of open-source tool. At the moment OpenAI provides generic customer support through its website but does not offer any real-time or chat-enabled channel on how to best implement or utilizing OpenAI ChatGPT. The growing number of influencers and youtubers seem to adequately fill the gap for insights on best practices and tips.

Tool #10: Nimbata Lead Tracking

A lead generation strategy is not complete unless it effectively measures offline conversions.
Nimbata is a marketing software tool that helps businesses track and analyze phone calls generated by their marketing campaigns.

By leveraging Nimbata marketers can elevate their attribution strategy and tie phone call conversions to specific marketing campaigns, optimizing ad spend, reducing acquisition costs, and gaining insights into customer behavior. It is widely used for call tracking in industries such as legal services, automotive, home services, and real estate, among others.

Marketers that use Nimbata, rave about a few specific capabilities, here’s the list.

nimbata home page screenshot
  • Lead and Conversion Tracking: Current paid advertising solutions provide full tracking for form submissions, but if your campaign provides a call now CTA, you need Nimbata. It offers the most robust lead and offline conversion tracking (OCT) capabilities by assigning unique phone numbers to different marketing campaigns, enabling marketers to track and measure the success of their call-based lead generation efforts.
  • Lead Management: While Nimbata primarily focuses on call tracking, it is able to manage and handle calling leads through features such as greetings, triggers, advanced call routing, and IVR. Additionally, CRM systems synchronize call data and enhance lead management processes.
  • Integrations: Nimbata offers native integration with Google Ads, Meta Ad Platform, HubSpot, and Salesforce, as well as API documentation to enable data sync between any tool, helping marketers synchronize call data insights to enhance lead management processes, and optimize advertising campaigns.
  • Automations and Workflows: Nimbata does offer a growing set of automated triggers and tags to help you make sense of and prioritize call conversions.
  • Reporting and Analytics: Nimbata offers comprehensive reporting on call tracking metrics, including call volume, call duration, and call outcomes. Marketers can customizable the call activity dashboard, add emojis and ensure they have the most important insights at their fingerprints.
  • Customer Support: Nimbata has been top-rated as a champion of real, true, and immediate customer support. It enables users to get assistance through email, web chat, phone, and in-app methods.

Takeaway

We hope this list shed some light on the marketing tools that is used by marketers all over the world.
Marketing tools that marketers like you and me use on a daily basis.
These are just our favorites – What are yours?!

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