Marketing tools: 10 tools to build the best technology package for your business

If your business is doing digital marketing, you’ve probably noticed how fast marketing technologies have evolved. With the speed of development and the sheer number of options, it can be difficult to discern which tools are truly useful for your business’ sales, lead generation or other marketing and sales tracking needs.

Marketing technologies and the associated marketing automation have undergone a significant transformation in recent years. Taking marketing technologies seriously into the sales and marketing of companies is no longer the exclusive domain of the most advanced technology houses and stock market giants, and a shortcut to breathtaking results.

On the contrary – today, marketing technologies are within everyone’s reach and companies in all industries have embraced a variety of tools that speed up, facilitate and enrich their sales and marketing processes. It is therefore difficult to imagine that, in today’s environment, many companies can compete for the best customers just by stoically calling through cold contact lists.

Reach phase: make yourself discoverable and attract the attention of your audience
Tools to make your business discoverable to your target audience and drive relevant traffic to your website.

1. Google Analytics
   Google Analytics, which is part of the Google Marketing Platform, needs little introduction. Google Analytics, also known as GA, is certainly the world’s best-known tool for monitoring, analysing and reporting website traffic. Even at the Reach stage, GA is unbeatable; properly installed, it makes it easy to see how your website visitors arrive at your website and how many times your ad is displayed to them across all the devices they use.
2. Similarweb
   Similarweb is a tool familiar to many because its free browser version allows you to estimate the monthly number of visitors to almost any website. Similarweb does this by collecting and aggregating data from a number of public data sources such as the Google index. At the reach stage, Similarweb is an excellent tool for building a relevant audience for your business and outlining your visibility vis-à-vis your competitors.
3. Semrush
   Semrush is the Swiss army knife of the digital marketing world, often associated with search engine optimisation and keyword mapping. When the goal is to bring relevant new visitors to your site, these search engine optimisation and analytics functionalities are essential. There is much more under the hood: at the Reach stage, Semrush’s competitor analysis and advertising tools are an invaluable addition.
4. Piwik Pro
   Piwik Pro is a powerful tool for analysing the customer behaviour behind websites, apps and login pages. Like Google Analytics, it allows you to build different dashboards, making it easy to explore daily metrics without having to dig into large amounts of data. User flow charts help you understand how customers come to your website and what they do there, which is a priority in the Reach phase.
5. Screaming Frog
   Screaming Frog is a tool for analysing your website from a search engine optimisation perspective. As well as allowing you to study what keywords are being used to reach your website and use this information to inform the content of your website, Screaming Frog allows you to see in real time whether any of your pages are missing, for example, title tags, which tell the search engine what the page is about and therefore have a significant impact on the findability of your website.
6. Ahrefs
   Ahrefs is a trusted tool for many SEO experts. Ahrefs’ offering is divided into five main tools that you can use to build a strong Reach phase for your digital marketing strategy.

Start by doing a competitor analysis with Site Explorer, audit your own website’s search engine accessibility with Site Audit, find out the most important keywords with Keywords Explorer, develop the most appealing content ideas with Content Explorer and stay on top of the results with Rank Tracker.

7. Buzzsumo
   For your business and brand online presence to be serious, credible and relevant, your business needs to appeal to a well-defined buyer persona with content that genuinely engages them. If coming up with content topics seems challenging, Buzzsumo can help you analyse trending topics in social media, news and other media.

If you haven’t yet developed a strong publishing network and calendar, Buzzsumo even offers tips on when and on which channels to publish your news and a list of subject matter experts who can help you get your message across to their networks.

8. Onalytica
   Influencer marketing is an effective way to reach your target audience, especially if you are still relatively new in your field and find it difficult to make your voice heard among the better known brands. Onalytica is a good way to start profiling influencers, thought leaders and experts in different fields and to connect with people who are relevant to you and share your brand’s opinions and values.

You can search for influencers from Onalytica’s own database of 700,000 influencers and connect with the most relevant ones directly through the app. You can also analyse the results of influencer engagement through the app’s analytics tool.

9. Google Marketing Platform
   The Google Marketing Platform is another example of a digital marketing implementation and performance measurement tool that is useful in many situations. It is the umbrella term (at the time of writing) for eight services, of which Search Ads 360 – formerly known as Google Ads – is the best known.

Google has the largest network of advertisers in the world, so placing ads in its search results is a profitable proposition for almost anyone. With Campaign Manager 360, part of the Google Marketing Platform, you can study the performance of your ads and, with Analytics, their impact on website traffic.

10. Adobe Experience Manager
    Adobe Experience Manager is a digital content management system that, under the surface, is a tool for personalising and clarifying the buying paths of key customer segments from a content perspective.

As is natural for Adobe, Experience Manager puts the graphic side of the brand at the centre. This is driven by Adobe’s powerful AI and algorithm engine, which makes it easier than ever to create omnichannel campaigns, despite their scale.