9 Best Marketing Tech Movers and Shakers for 2019
With a 27% rise in the marketing tech landscape and 6,829 solutions coming online this year, Scott Brinker’s annual “Marketing Technology Landscape Supergraphic” revealed to us a need CMOs have — to know what tech to pick in that crowded space. We decided to help you find the best martech out there, and in our research, “2018 Marketing Technology Stack Investment Trends,” Target Marketing readers already revealed the most important channels they’re looking to tame with new technologies.
So here are nine must-have pieces of marketing tech, one for each of the most in-demand channels, based on user reviews (on the G2 Crowd business software reviews site and other online entities) and leading research. These are the tools CMOs at leading brands will be buying in 2019.
Hootsuite. Yes, Hootsuite. This social everything tool has been around for a while and is really popular, but it keeps its top ratings with enterprise CMOs and wins awards because Hootsuite keeps it fresh. No matter the category (social media listening, monitoring, management) or the reviewer (G2 or Forrester), Hootsuite ranked No. 1. And we found social media marketing tech was the most-purchased software in 2017 and 2018 — by a mile. So the first tool to buy in 2019 is Hootsuite.
Web Analytics/Web Design/Web Optimization
Google Analytics for Business is the top choice among top marketers who’ve reviewed analytics tools on G2. Among the many glowing reviews, an enterprise marketer (at an organization with more than 1,000 employees) gives GA five stars and writes on Aug. 1: “It’s amazing. I feel that their platform is 100% adaptable with the correct training! GA is there to support you.”
GA for Business shows the platform with the last click has the CMO vote for how to best optimize sites to gain relevant traffic. So other web tools have a toe in, but Google Analytics is winning the race for 2019 marketing dollars.
According to reviews from leading marketers, Salesforce Email Studio is the one tool reviewers can agree is the best in this hotly contested marketing tech race. Enterprise marketers’ main complaint about Salesforce seems to be its DIY nature, especially with bugs they can’t fix. Still, as the most recent reviewer puts it on G2: “The new features being rolled out make it more competitive against other marketing automation software.”
Salesforce writes of Email Studio in July that the now-live product enhancements include optimized personalization, organization and “you can preview emails across 70-plus browsers, devices and email clients, all within the content builder workflow.”
Showpad is a SaaS tool, so CMOs determine how much of the customer-targeting software they want. Showpad personalizes content based on the buyer and allows buyers to interact with and share the content with their organizations. All reviews on G2 are recent, but one enterprise-level user sums up their sentiments as: CMOs can see what clients are viewing and how long they’re staying, while being able to customize content delivery and not clutter up their email. According to Gartner and Forrester, whose advice is about CMPs, NewsCred and Percolate are leading vendors.
Conductor is Forrester Wave’s No. 1 pick for SEO. The SEO platform and enterprise content marketing solution provides CMOs with insights into what their desired audiences are searching for, how well they rank for those searches and who their competitors are, as well as how to optimize content to pursue that market share. The platform lets marketers tie activities to revenue by seeing organic search visibility, resulting revenue, and customer engagement by product line, persona and
BombBomb’s video email tool allows marketers to record, send and track video to individuals, groups or entire databases, and it’s the top pick among G2’s enterprise-level marketers reviewing this channel’s martech. Its enterprise-level platform makes sending phone- or desktop-recorded videos directly in Gmail or Outlook doable from tools like Salesforce. Mobile integrations from the app mean marketers can send videos to clients and more via email, text and social media.
Microsoft Power BI is a database marketers’ dream, based on the discussions among enterprise-level marketers reviewing the tool on G2. The data visualization software has drag-and-drop features, as well as visualizations that go beyond bar charts and graphs. Gartner also named it the top tool for BI and analytics in 2018.
Direct Mail Marketing Tech
Postalytics, the direct mail automation tool, integrates with HubSpot and is the G2 pick. Because of how much mail tools have had to innovate in order to stay relevant in a channel experiencing a lot of change since digital marketing took hold, Postalytics does contend with Bell and Howell, as well as IBM Campaign for scale, then inkit for versatility. Postalytics ensures triggered, tracked and personalized postcards and letters show CMOs their worth with real-time analytics.
CRM Marketing Tech
Enterprise-level marketers like that Salesforce CRM is accessible by all departments, shows customer journeys from beginning to end and even houses notes. One recent criticism from a G2 review is, oddly enough, that marketers can store too much data: “The hardest part is the customization — if it’s not relevant, it creates endless redundant, incorrect or outdated info.”
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