Back within the early-ish days of promoting expertise in 2011, there have been about 150 martech options accessible.
But now, there are a seemingly limitless variety of advertising and marketing instruments. In truth, in response to Scott Brinker’s most up-to-date Marketing Technology Supergraphic, there are round eight,000 martech options, up from about 7,000 in 2019. Incredible!
At Convince & Convert, we’re grateful to have so many superior advertising and marketing instruments at our disposal and to work with so many superb advertising and marketing expertise corporations (take a look at our content material advertising and marketing creation companies when you’ve a sec).
In the spirit of Thanksgiving, we requested our workforce to share a few of their favourite advertising and marketing instruments this yr. This checklist is on no account conclusive — if it had been, we might be writing a guide and never a weblog put up. A number of of the instruments are from C&C purchasers (accessiBe and SharpSpring), most are instruments we use every day, and all are instruments we love!
Let’s dive in now to our checklist of 12 advertising and marketing instruments we’re grateful for this yr, plus just a few further shoutouts for advertising and marketing options we love however simply didn’t have the bandwidth to cowl on this weblog put up.
Audience intelligence platform
“This is a relatively new tool from Rand Fishkin and his associates that is an easy and illuminating way to find circles of influence online. I use it to find possible collaborators, websites to sponsors, podcasts to sponsor, and even search terms and hashtags of interest. It’s a flexible tool that should be part of every project and program.”
Visual collaboration software program
“Miro is my favorite new tool for visualizing content like org charts, content workflows, brainstorming, user stories, whatever. It’s basically an online whiteboard for collaborating visually, which is so helpful now that the entire world is remote.”
Fun Fact: The Miro template library has tons of of layouts simply ready for you to attempt them out!
….and Anna Hrach loves Miro too!
“I’m with Jenny on this, and she was the one that brought it to my attention. I love Miro for visualizing information and content and remote/virtual collaboration. Plus, they have a ton of existing templates (over 150+) to work from that are all easily customizable. The free version of Miro is also fantastic, so it’s easy to try out and see if the tool is a good fit for any organization. Miro also has over 70+ integrations, including Slack and Google Drive, so it fits into a lot of existing virtual workflows.”
Automated internet accessibility
“Over my twenty-year profession in digital, I’ve discovered A LOT from internet improvement groups and web site requirement paperwork. What I really like in regards to the strategy accessiBe has developed is there may be nearly ZERO code modifications wanted to make sure your web site is just not solely ADA compliant but in addition a optimistic expertise for guests.
The dashboard is straightforward to configure, permits for your branding to be matched, and adjusts to the wants of every web site customer with out sweeping code modifications. At an reasonably priced value, this device is a win for web site guests, a win for web site builders, and a win for entrepreneurs. The authorized workforce will seemingly discover it a win as nicely!”
Fun Fact: accessiBe estimates that “the disabled population in almost every society is about 20% of the residents.” This has a huge effect on the operate and companies your web site can (and may) offer everything of your viewers.
Social media analytics
“It’s vital to be able to monitor your social media performance and compare it to your peers or competitors, so you can continue to learn, iterate, and improve performance. RivalIQ is one of our go-to tools to benchmark our clients’ competitors on social media. Not only can we monitor growth rate, breakout posts, and look for boosted posts, we can also use RivalIQ’s ability to tag content to analyze the best performing types of content by medium and content. RivalIQ also makes it easy to bring data from Facebook, Instagram, LinkedIn and other platforms into one place to create attractive, easy to use dashboards to share with clients and internal teams.”
Fun Fact: Highly data-driven organizations are 3X extra prone to report important enhancements in decision-making, in response to PwC analysis.
Side notice: Our founder Jay Baer is an investor in RivalIQ, however our workforce would nonetheless use the answer, even when he weren’t.
web optimization spider device and crawler software program
“Despite the odd identify, this web optimization spider is a strong and versatile web site crawler, capable of crawl each small and really massive web sites effectively whereas permitting the consumer to investigate the ends in real-time. It gathers key onsite knowledge to permit SEOs to make knowledgeable assessments, each by yourself inside web site or a opponents’ web site. This is primarily used to establish web optimization best-practices and shortcomings (there are all the time a couple of would suppose), but in addition helps in content material identification which may be tough to seek out by way of foremost navigation choices.
They supply a free model (restricted to 500 URLs) and a paid license choice.”
‘”As the resident Airtable queen at C&C, I have both convinced and converted the consulting team of the power of Airtable. A cloud-based DIY software solution uses tools we’re conversant in, like database, spreadsheet grids and calendars, to create distinctive methods to get work finished. Airtable affords flexibility and an ecosystem for pulling collectively any undertaking. In the previous yr, Airtable has super-powered the product with pro-level automations, apps, collaboration and integrations.
At C&C, we use Airtable for a spread of consumer and inside duties and undertaking administration. My favourite use circumstances deliver collectively viewers journey maps, content material hole evaluation, and content material advertising and marketing manufacturing right into a single (huge) device, as we did for purchasers like Oregon State Ecampus. Tracking the workforce submissions for our ‘People We Love’ collection is emotionally rewarding and brings our workforce nearer collectively.
To get began, take a look at the quite a few base templates Airtable provides away for free. Then go deeper into the Universe to see how others use this highly effective device to handle their skilled and private lives.”
Fun Fact: Over 15 million bases have been created on Airtable. And their content material can also be superior.
Marketing automation and CRM
“When I joined Convince & Convert, we had been utilizing a easy electronic mail answer to deploy blast-style emails. No lead scoring. No drip campaigns. No automation. No A/B testing.
As we ramped up our efforts, we shortly reached the bounds of our earlier answer (we had been really A/B testing emails by importing our electronic mail checklist to Google Sheets and random sorting—not good!), we evaluated just a few advertising and marketing automation options and at last chosen SharpSpring.
Like all advertising and marketing expertise transitions, there have been just a few bumps alongside the way in which, however inside just a few months, we obtained into an excellent rhythm and actually ramped up our efforts. The automations are very easy to arrange, and in contrast to many of the options we evaluated, SharpSpring has a built-in CRM, which was key for us. We are a lean gross sales & advertising and marketing workforce, so we don’t have the assets to handle a standalone CRM. We’re now 18 months into our preliminary setup, and we proceed to develop and optimize our efforts. Plus, the help workforce is barely an electronic mail, cellphone name, or chat away. Big followers!”
web optimization and content material advertising and marketing
“The other tool I love geeking out in is SEMrush. There’s nothing more exciting than seeing our rankings improve for key terms! The Keyword Magic Tool is ridiculously useful — especially the ‘Questions’ tab. I get a ton of inspiration for our content in SEMrush, and it’s helped us achieve big gains in our SEO.”
– Megan Leap
Email testing & evaluation
“I first was introduced to Litmus over 12 years ago when the web developer I worked with used it to test and check the rendering of HTML on emails. Since then, I’ve signed up for it in every single digital marketing position I’ve had. It’s easy to sell a solution to your boss when it makes your job easier, your marketing more effective, and keeps your brand on-point. I even used it for browser testing, but Litmus has since retired that feature in order to focus on email. If you’re sending emails, you need to make sure they render correctly on all browsers and in all email clients.”
– Megan Leap
Social media administration
“AgoraPulse is our go-to tool for social listening and engagement. We use this tool daily to monitor brand/name mentions and to engage with our community. We use the browser-based dashboard during normal business hours and the mobile app when on the go. Three standout features of AgoraPulse are its ability to gather comments and activity on Facebook and Instagram ads, its ability to monitor YouTube comments, and its insights on Instagram Stories.”
Content advertising and marketing administration
“I probably use CoSchedule more than anyone on our team. We use it for planning social media content, sponsored content, podcasts and more. There’s no better way to manage and plan multiple types of content across business units and virtual teams (both internal and external). I love it. It keeps me sane.”
Side notice: Our founder, Jay Baer, is an investor in CoSchedule, however we’d nonetheless use it regardless.
– Christin Kardos, Community Manager
“BuzzSumo offers a great place to start when thinking about content planning. It offers effective ways to stay on the pulse of what is trending in traditional media and in social. It also provides a great place to identify influencers and get new ideas for different topics within your planned content pillars.”
This wouldn’t be a “marketing tools we are thankful for” put up with no few different shout outs. In no specific order, listed below are just a few extra martech options we love that it’s best to take a look at too: