According to Hootsuite’s website , it makes “connecting with customers faster, smarter and safer.” And, it uses social media to do so. In fact, this tool’s three main claims to fame include:
— Doing social in less time
— Measuring social return on investment (ROI)
— Protecting your brand on social
The over 15 million global users, including more than 800 of the Fortune 1000 companies, indicate this technology backs its claims. PCMag recognizes that “Hootsuite has earned its reputation as one of the most popular social media management and analytics tools on the market.”
While you may not be a Fortune 1000 company, Hootsuite offers packages to meet your needs, including free or customizable options. Features include:
— Bulk scheduling of social media posts
— Management of 10 to 50-plus social media
— Real-time analytics and custom reports
— Premium app and unlimited RSS integrations
— Training and support
Hootsuite Pro provides a solid entry level option for small to midsize businesses at a modest price. Beware, however, that additional functionality increases the costs and may add up quickly.
Need examples of what Hootsuite might do for you? Check out this video on how this modern technology helps eHarmony manage their social networks. Or, view the global example of Accorhotels.
Driving automation toward business success,
Marketo promises solutions for your ambitions.
This highly ranked marketing software company
answers your questions in regard to:
— Lead management
— Email marketing
— Consumer marketing
— Customer base marketing
— Mobile marketing
In short, Marketo uses consumer activity to
determine a buyer’s sales readiness. This vital
information allows you to maximize your
marketing content and strategies to successfully
convert leads to customers.
Users find this lead generation tool easy to use
and a time saver. For some, the setup time and
training required to do so prove less than ideal.
However, with provided training and online
demos, this upfront investment does not deter
Marketo fans from singing its praises in regard to
A summary of reviews finds features of:
— Great functionality
— Integration with other software
— Personalization features
— Lead conversion improvement
— Sales revenue increases
The quote-based per-month cost runs on the
steep side for small marketing budgets. However,
pricing plans allow for some flexibility here, but if
your finances allow, the ROI proves worthwhile.
Again, finding the solution which fits your needs
is the sweet spot of success with marketing tech.
If Hootsuite does not provide the social media
management you seek, Buffer may be your
This social media management tool schedules
posts across Facebook, Twitter, LinkedIn, Google+
and Pinterest. Default time slots offer insight into
the most active social media times. Customizing
post times is always an option.
It’s very likely the free version of Buffer will
provide all the features you need, including:
— Easy social media management across all
— Post writing dashboard
— Posting schedule builder
— Engagement analytics
— Customizable settings
— Mobile app management
— Integration with other tools
Business plans and other upgrades offer advanced features for the social media geek. These options may include additional social accounts, team
members and allowable scheduled posts. And, the bonus is that pricing is modest to accommodate the budget-conscious. (Who isn’t, really?)
Easy-to-use Buffer gets your message out across multiple social media platforms. At the same time, it lets you know how you are doing. This
internet-based app saves time and focuses your efforts and breeds high scores for Buffer in customer satisfaction.
The suite of offerings from AdRoll retargets and prospects for you to generate leads and revenue.
What exactly does this mean?
— Prospecting draws new audiences who are likely to convert to customers. AdRoll identifies these quality leads by finding profiles similar to
your current customers.
— Retargeting addresses consumers lower in the sales funnel. Taking ads to sites (other than your own) where visitors to your site hang out, retargeting puts you on their radar once again.
What AdRoll features accomplish this task? Check it out:
— Partnerships with major advertisers such as
Facebook, Google, Microsoft and more
— Advanced targeting strategies including customer segmentation and geo targeting
— Easy-to-read analytics for keeping you in the know
— LiquidAds, which personalizes impressions based on the product page visited
— Self-service interface and excellent customer
Kissmetrics praises AdRoll as a clear frontrunner
in the arena of retargeting platforms. Moz seems
to agree that this technology lands at the top of
the list. And, consumers concur, with a 97 percent
user satisfaction rating, according to Finances
Check out why Freshly, a competitive food
subscription service, recommends AdRoll. Their
testimonial just might inspire ideas for your
Any marketer knows that one of the most
important things to do for your marketing success
is enhancing your online presence. Unbounce is
ready to help you do just that. This platform
helps you build stronger landing pages and
increase your conversion rates.
Unbounce offers options for different needs and
companies both large and small. If you’ve been
struggling to get your viewers past the front page
of your website, Unbounce might be the perfect
tool for you!
Customizable templates, conversion optimization
tools and more are built into the Unbounce
platform. Unbounce integrates smoothly with
other popular marketing tools, like MailChimp,
WordPress, Hubspot and Marketo. They also have
a prestigious customer list. If nothing else, it
should help convince you of how reputable and
well-done their platform is – check it out here.
The Unbounce platform is simple to use – mainly
drag-and-drop interfaces – but can be thoroughly
customized to any brand’s vision. This makes it
easy for even non-coders or companies without a
web development team to use and build their
website. In addition, the Unbounce website and
blog are full of resources for marketers, examples
of strong landing pages and more.
Do you know your numbers? We’re not talking
about phone numbers or the numerals you
learned in school. No, we are talking about the
kind of numbers that every marketer needs – the
numbers that tell you what kind of traffic is going
through your site, how many hits your blog
receives, where visitors are coming from and
more. Analytics are one of the most important
tools in an inbound marketer’s toolbox. You need
to know these things in order to improve your
marketing. Are viewers coming from web
searches ? Social media? Email links?
The Google Analytics system is built to help you
know all that and more. Once you set up an
account, you receive a tracking code. Install this
code on every page of your website so that the
analytics work. There are various plugins and methods of doing this – it depends on what webhost you are using for your site. Look into
your individual webhost’s instructions.
Using Google Analytics will give you more information than you ever thought you needed.
Want an overview and step-by-step how-to for the system? Read this post on the Moz blog.
More questions or ready for more in-depth
information? Peruse the Google Analytics Academy. It’s full of free courses by Justin
Cutroni and Krista Seiden.
Digital marketing relies on successful email marketing. Inbound marketers use emails by collecting addresses and compiling their list, then using that list to send out newsletters, offers, updates and more. MailChimp can help you make that happen.
The price points for this platform range from free to around $200 per month, depending on your needs and how much customization you want.
It’s a tool available for all companies and all needs, even nonprofits and small businesses.
Built-in automation tools and list segmentation help you target your messaging to the parts of your audience that are most likely to be
responsive. MailChimp also can help you make those messages better with in-depth reporting insights on click rates, open rates, bounces and more. Drag-and-drop templates are customizable to your needs, allowing you to tweak the style of different emails, but simple enough for non-coders to use.
MailChimp also integrates well with many other marketing tools including WordPress, SalesForce, Twitter and Facebook.
MailChimp offers a set of marketing resources and tools, as well as
tutorials on how to get the most out of their
WordPress is known across the online sphere as
one of the top CMS options available.
Business.com estimates that 60 percent of
websites that use a CMS use WordPress, while
WordPress estimates that about 24 percent of the
web runs through their platform. This certainly
places it as one of the most popular CMS
One of the defining characteristics of WordPress
is that it is an Open Source project. This means
that you’re not required to have a license in order
to use it for your company. WordPress is
compatible with countless other services and
plugins. Although it began as a blogging site,
WordPress has grown into a comprehensive CMS
with customizable themes and designs.
Here are a few perks of the platform:
– Built-in SEO
– Management controls
– Publishing tools
– And many others.
WordPress is a good choice for a CMS for both
beginners and experts. If you’d like to know more
about the pros and cons of WordPress, check out
this post from Webnology. Overall, the consensus
on WordPress seems to be that it has some
drawbacks (especially with regards to ease of
customization), but that the strengths and
benefits of using it as a CMS outweigh the
GoToMeeting and GoToWebinar
More and more, consumers are preferring video
content over written. Marketers need to keep up
with this shift. One way they can do that is by
using webinars to spread content and using video
meeting software for their in-company
discussions. GoToMeeting and GoToWebinar are
platforms built to facilitate this shift.
GoToWebinar has some awesome features. Here
are a few:
– Live webinars can be recorded and posted to
your site with Q&A’s, polls and more included in
– A “Simulated Live” feature keeps the experience
exciting for those who watch it later.
– Integrated reporting helps you pursue leads and
analyze metrics after the webinar ends.
Companies that use GoToWebinar find that, on
average, they generate 25 percent more qualified
Consider incorporating webinars and video calls
into your marketing toolbox. They’re a great way
to break up the one-sided conversation that can
form with text and comments. Instead, engage
with your visitors and find out what they’re
thinking in real time!
The sheer volume of information, websites and
content that marketers have to wade through on
a daily basis in order to curate applicable and
exciting pieces is overwhelming. It can also be
troubling and confusing to try and figure out if
that content and marketing strategy is effective.
These tasks alone can leave content marketers
exhausted, with little creative energy left for
creating their own pieces!
Thankfully, there is a tool to help. Curata is a
content marketing curation software, created to
bring the full power of machine learning and
artificial intelligence to bear upon the swarms of
informations content marketers face. It helps
answer the questions marketers face every day.
Curata offers two softwares: Curata Content
Curation Software (CCS) and Curata Content
Marketing Platform (CMP).
– Curata CCS helps you discover, manage and
share relevant information, like blog posts, news
articles and more, depending on your industry.
It’s a constant stream of fresh information that
you can repurpose on your social media and blog.
– Curata CMP gives you full analytics, an editorial
calendar and more to help you visualize and
understand how effective your marketing strategy
is, and help you identify weak spots.
Overall, Curata’s focus is helping you optimize
and improve your content intake, curation and
Adobe Creative Suite
The Adobe Creative Cloud is at the top of every creative person’s wishlist for software – and with good reason. Thanks to its myriad of programs, Adobe is solidly positioned as a powerhouse in software, and its Creative Cloud is no exception. Equipped with apps like Photoshop, Illustrator, InDesign, Adobe Premiere and many more, the Creative Cloud is a toolbox full of vital programs for web, copy and graphic design.
Adobe Creative Cloud is unique among cloud- based programs because it doesn’t require to you work on your projects in the cloud. Instead, you
download apps as desktop or mobile format and work on your projects locally. The flexibility of desktop and mobile apps means that you can use
these programs however they best suit your needs, and that the projects can travel with you easily from meeting to commute and desk. This switch from a normal software package (Adobe Creative Suite) happened in 2013. There are a range of subscriptions available for individuals and businesses.
Here is some more information on the pros and cons of the setup. Adobe Creative Cloud is
certainly something that every creator or curator
should consider having!
HubSpot offers a full stack of MarTech programs,
rather than focusing on just one aspect. You can
find CRM, marketing and sales programs through
– Hubspot’s CRM manages and tracks insights
for your marketing pipeline. It integrates easily to
Gmail or Outlook to consolidate all of your
contacts and it serves as a baseline program
upon which their marketing and sales platforms
– HubSpot Marketing lets you create, automate
and optimize all of your marketing content. From
SEO on blog posts to email blasts and landing
pages, HubSpot Marketing is the platform for all
your online marketing needs.
– HubSpot Sales completes the stack, offering
you the ability to automate sales tools you need
as well as have better follow-up and insights into
the success of emails.
If you want an all-in-one program package to
complete your stack, HubSpot is a great place to
start! If you’d like to read more about how it
compares to other MarTech stacks, IMPACT has a
comprehensive post on the pros and cons of
using HubSpot – check it out .
Wrike for Marketers
Keeping track of what you have to do at work is
tough enough – managing your to-do list plus the
rest of your marketing team’s may seem
impossible. Enter Wrike for Marketers. It’s a work
management software aimed at streamlining and
helping you keep your whole marketing team on
the same page and moving toward goals and
Using Wrike for Marketers, you can set deadlines,
communicate with coworkers, submit documents
for approval (or approve them, if you are a
manager,) and integrate your calendar and email
so that tasks convert seamlessly. Wrike also
integrates with Adobe Creative Cloud so that you
are able to use popular marketing programs like
InDesign and Photoshop and connect them to
your task management.
The program is built to accommodate the
marketing workflow, from briefs at the beginning
to approval at the end and analytics after the
content goes live. Wrike also has a “Requests”
option that lets you request creative briefs from
team members, getting all the information you
need in one go.
If your team needs help managing and organizing
their tasks, Wrike is a fantastic option. Make your
team’s efforts flow smoother – check it out!
According to Smart Insights , email marketing
continues to be rated number one in effectiveness
by marketers. (Check out their informative
infographic.) While they report that email is
effective on its own, tools such as Campaign
Monitor keep your email campaigns focused and
measured at a low cost.
An easy-to-use drop and drag email builder gives
you the ability to personalize and brand the
emails you send. Segmentation allows you to
speak to particular audiences. Plus, automation
sets up your campaign and delivers it at the
times you set while you are off doing other work.
Built-in analytics measure the effectiveness of
your email marketing campaigns. After all, I am
sure you are just a little curious as to how
readers engage with and share your content.
Knowing the response to your call-to-actions
(CTAs) helps you know where to tweak emails to
improve consumer response.
This list gives you a taste of Campaign Monitor
— Template designer
— Your own designs
— Dynamic content
— Mobile-ready templates
— A/B testing
— Social sharing
— Direct customer email sign up
User-friendly, easy-to-learn and loved by users,
Campaign Monitor proves a worthwhile
investment for any business email marketing
Google Trends helps you view information about
any Google keyword search you can imagine. The
data collected is categorized and aggregated so
that you are able to browse by topic. You also –
and this is a great tool for marketers – have the
ability to view the popularity of searches over
time, see the geographic location where it is most
popular and a whole variety of other
trends associated with the search.
This information and data can be a goldmine for
marketers. There are a lot of ways to use the
wealth of information that Google Trends
presents, but three major ways are:
– Keyword research
– Creating relevant content
– Geo-targeting your marketing
Keyword research helps you target the right terms
for SEO and see how popular individual terms are.
You’ll have a better grasp on whether there is
consumer interest in a topic, which then helps you
create wanted and relevant content. Geo-
targeting helps you focus your marketing
campaigns appropriately, especially with targeted
Google Trends is a database full of vital
information that can help you become a more
effective marketer. Don’t let it go to waste!
Knowing the best blog topics or guide subjects to
attract attention in your industry is no easy feat
when the audience is not sitting in front of you.
No body language. No facial expressions. No
verbal feedback. How do you know if you are on
the right track?
Buzzsumo solves this problem (and at a low
This marketing technology tool analyzes the
“content which performs best for any topic or
competitor,” according to its website. And, it
follows through on its claim. In fact, Search
Engine Land finds little negative to say about
This marketing powerhouse will do just about
anything for your content strategy. Detailed
analysis helps you understand:
— Content which attracts your audience by topic,
author, domain or type
— The most shared content whether yesterday or
12 months ago
— Sharing behavior across all the major social
— Social shares of backlinks to any domain or
— Trending content
— Who the influencers are and the content they
With the added abilities to integrate the data with
other applications and receive content alerts for
instant feedback, Buzzsumo supports your goal of
curating effective content.
If there is any common advice in business
marketing, it is “know your audience.” Likely,
every marketing article you read contains this
phrase or hints at it from another angle.
Marketing technology tools give you the inside
scoop on those consumers most interested in
your product or service.
Akoonu helps create buyer personas and map
their journey along your sales funnel. Can
anything be more vital to your marketing plan?
After all, you cannot create content without
knowing the people who read it.
This marketing strategy product helps you
develop and manage:
— Audience persona and journey insight
— Buyer-centric messaging
— Content plans
Be aware that these features come with Akoonu
for Marketing. The flagship product, Akoonu for
Sales, provides the ability to map buyer progress
along the buyer journey. Both products integrate
to bring you a complete profile and strategy
insight into each consumer at a fairly reasonable
Akoonu takes the frustration out of the process of
understanding your buyer by comparing past and
current behavior data. Tailoring content to fit your
audience and to meet consumers along the sales
journey, reaps greater results in terms of quality
lead generation and conversion.
Let’s face it, while content is king, if it comes in an unattractive package, its reign is short-lived.
Canva puts easy-to-use graphic design tools in your hands to create the total package. After all, as humans, we love the visual.
You may be concerned with the level of expertise
required to spin out amazing designs (ahem,
Photoshop). Rest assured, the drag and drop
operation of this tool proves easy, even for the
novice. Plus, Canva offers plenty of demos and
how-to videos to support your creative side.
While basic Canva features are free, Canva for
Work offers added benefits to businesses at a
price. For instance, the Brand Kit stores your
company’s logo, color palette and design to
easily drop it into any product. A boost to your
For a low monthly cost, you can:
— Set up your brand kit
— Resize designs for any format
— Create customizable templates
— Upload your own fonts
— Share photo folders and designs with your
In sum, Canva puts a pretty face on social media
posts, ebook covers, infographics, print materials
and more. For a quick video on features from
Canva, click here .
Customer relationship management (CRM) is key
to any marketing strategy. After all, the heart of
sales is people. In an online world, managing and
analyzing customer interactions over the lifecycle
proves overwhelming. Marketing technology tools
such as Salesforce offer a welcome solution.
With a 99 percent user satisfaction score on
Finances Online and Business News Daily’s
endorsement as the “best CRM software for
business,” this tool is worth checking out. Its
— Contact management
— Lead generation
— Opportunity management
— Sales forecasting
— Collaboration tools
Cloud-based Salesforce gives you access to the
platform no matter where you are, no matter the
time of day. And, the mobile compatibility is a
must have for marketers on-the-go.
Unfortunately, the cost (while affordable to start)
adds up and may push smaller businesses to go
The ease of use and short learning curve of this
software makes it even more useful. Plus, with a
comprehensive customer service system, you are
in capable hands. While the depth of SalesForce
may prove to offer too much for smaller
businesses, it is scalable to grow with your
A product of Salesforce, Pardot brings marketing
automation and lead management tools to your
team. And, with the ability to integrate with other
software, this marketing technology offers
valuable insight for marketers at prices affordable
even for small businesses.
Falling in the top 10 marketing automation
software solutions as rated by Finances Online ,
Pardot grew quickly as a force among marketing
technology tools once introduced. This software
continues in the Salesforce legacy to support your
Check out what this means to you:
— Good integration with other Salesforce products for CRM and generally powerful campaigns
— Mobile usability to address a growing mobile culture
— ROI reporting to measure and track performance
— Quality lead generation to customize and target emails
— Customer behavior tracking for personalized campaigns
Unfortunately, several valuable features come at a hefty price. This fact leaves Pardot more viable for B2B companies than smaller B2C businesses.
Still, marketers hail this martech tool as five-star.
To nurture and manage leads, create vital email and social media marketing campaigns and increase your sales intelligence, Pardot rises to
the occasion. Plus, with ROI reporting, you know where you stand in terms of success.