What Should Be Included in a Good Marketing Tech Stack?

by Ashlesha Balyan on 
October 30, 2024 | 
Digital Marketing Resources
Ashlesha Balyan

One of the most common questions we hear from in-house marketers at Rocket Agency is, “What marketing tools do you recommend?”. With hundreds of martech options available, choosing the right tools tailored to your unique business is crucial. After all, you don’t want to be stuck with subscriptions that drain your marketing budget.

Finding the right fit for you is all that matters

There are a lot of tools we love and use regularly. But just because they work for us does not mean they’ll work for you. Your needs might be simpler than ours, or they may very well be more complex.

Don’t think of the list below as an endorsement of any particular solution to your problem. It’s just a bunch of tools that make the team at Rocket better and faster and what we do as well as tools we know our clients are big fans of for themselves.

Marketing tools you must adopt in your tech stack.

1. Content Management System (CMS)

A robust CMS is essential for hosting, updating, and scaling your website. It should support multiple contributors, be adaptable to your business needs and grow with your team.

WordPress, Shopify

WordPress remains a popular choice for good reason. It scales effortlessly, is highly customisable and supports a wide range of plugins that simplify design, content management and SEO. Themes like Elementor, Divi and Oxygen enable seamless page creation with visual builders, reducing the need for hard coding. 

For eCommerce, WooCommerce (a WordPress plugin) offers extensive customisable options. Shopify can also be an excellent option.

2. Web Analytics Tools

Data insights are the backbone of any effective marketing strategy. With quality analytics, you can understand your audience’s behaviour and optimise campaigns in real time.

Google Analytics 4, Adobe Analytics, Piwik Pro and PowerBI

GA4 provides a comprehensive look at how users interact with your site. It’s free, though limited in customisation and reliant on Google data and reports. While some data can be imported into GA4, this feature isn’t very user-friendly at this stage. 

If you’re looking for paid options, Adobe Analytics offers customer journey mapping for deeper insights into audience behaviour. Piwik Pro delivers quick reports and online support, but it lacks data sampling, unlike GA4. Power BI is another powerful option that connects various data sources, including external ad platforms and databases.

3. Check for consistency in account management

A CRM serves as your single source of truth, centralising data to track client interactions and leads. Most CRMs also include email marketing features, enabling you to use demographic and behavioural data to build segmented lists for personalised email campaigns.

HubSpot, Active Campaign

As a HubSpot partner, we can attest to its functionality and ease of use. With features such as an intuitive drag-and-drop email builder, automation, workflows and advanced segmentation, HubSpot is ideal for teams seeking a streamlined experience. It also integrates with ad platforms, connecting campaign data directly to your CRM.

Other options, such as ActiveCampaign, offer reliable automation and segmentation without the full cost of HubSpot, making it a great fit for teams that don’t require all the advanced features.

4. Social Media Management Tool

Social media is essential for brand visibility, but managing it across platforms can be time-consuming. A centralised social media tool simplifies scheduling and engagement, ensuring you maintain consistency and connection with your audience.

HubSpot, Hootsuite, Buffer

HubSpot’s built-in social tool helps manage organic posts, while Hootsuite and Buffer are popular standalone options that offer unified analytics and multi-platform scheduling. These tools help your team stay engaged without missing a message or mention.

5. Project Management Tools

Marketing involves multiple moving parts and collaboration across teams. A project management tool keeps your team on track and workflows clear.

Asana, Monday, Notion

Each platform suits different team sizes and task complexities. For larger teams, Asana, Monday or Notion can help you handle complex projects and offer real-time progress tracking. For individual or small team task management, Trello and ToDoist can both be very effective.

6. Generative AI Tools

AI has been quietly reshaping marketing for some time—think of Google Ads automation or Meta’s custom audiences. To use AI effectively, focus on applying tools at the task level, not as a tool to replace entire processes or roles. 

ChatGPT, Otter.ai, NotebookLM, Photoshop AI

Otter.ai: Otter.ai can help you reduce the admin from meetings. Using this tool, you can capture automatic meeting summaries and action items, create automatic follow-up emails, and even review questions you might want to ask based on the conversation. It’s a fantastic tool to streamline post-meeting tasks and ensure nothing slips through the cracks.

ChatGPT: Versatile and powerful, ChatGPT can assist with everything from drafting reporting summaries from screenshots and PDFs to creative concept ideation and reviewing and writing code. It’s an excellent tool for drafting media releases, email subject lines and organic social media post copy variations. 

NotebookLM: For document-heavy tasks, NotebookLM can summarise a single source (unlike ChatGPT that uses multiple sources) like a webpage, PDF or video to create study guides, generate tables of content, and produce audio summaries. It’s a reliable tool for fast-tracking content review and presentation prep.

Photoshop AI: Photoshop AI allows you to edit images using text prompts. You can “stretch” an image seamlessly without recreating elements from scratch, remove or replace objects in the image, and customise the background based on themes, among other features. 

Other essential tools for your marketing stack

Automation Tool: Zapier

Simplifies workflow integrations by connecting different tools to enhance efficiency.

Video Hosting: Vimeo, Vidyard, Wistia

Create, host, market and measure video content without ads or random video recommendations like those on YouTube

Webinar Platform: Zoom

Host webinars for your prospects and clients.

SEO Tools: SEMrush, Ahrefs

Provides keyword research, competitor analysis, and insights to strengthen your SEO strategy.

Ad Platforms: Google Ads, Meta Business Suite, LinkedIn Campaign Manager

Essential for running paid media campaigns based on your marketing strategy.

Pick the right tools for you

Building the right tech stack is all about understanding your unique needs and planning for the future. The right tools will not only streamline your marketing efforts but also Improve your data collection, personalisation and communication across teams and platforms. 

Together, we can make this happen for you. Contact the digital experts at Rocket here or call 1300 059 620.
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Ash
Ashlesha Balyan
Marketing Coordinator | Rocket Agency

Ash is Rocket's in-house Marketing Coordinator and the Producer of the Smarter Marketer Podcast. With a passion for marketing and sharp analytical skills, she excels at uncovering the hidden stories behind what drives marketing success.

Ash has worked with B2B SaaS companies in the FinTech and EdTech industries in Australia and India. She holds a Master of International Business degree from the University of Melbourne.

When not busy marketing Rocket, you'll likely find her brewing a delectable cup of chai.

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