Today’s buying experiences are heavily reliant on digital interactions. Buyers spend their time online, browsing for leisure and interacting with brands.
According to the State of the Connected Customer report by Salesforce, online interactions between buyers and brands in 2021 grew to 60% from 42% in 2019. On the other hand, offline interactions reduced to 40% in 2021, while in 2019, they stood at 58%.

These figures signal a growing trend in a preference towards digital experiences. As a marketer, you need to invest in a modern martech stack that helps you deliver better buying experiences and can lead to referrals and growth.
However, you don’t need the latest tools that are coming out today to build a modern martech stack.
Martech replacement survey reveals that marketers consider the following factors when looking for tools to replace in the martech stack: integration capabilities, the ability to centralize and orchestrate data, and a tool’s impact on the customer experience.
Keeping these considerations in mind, we’ve curated a list of tools that live up to each of these capabilities, making it easy for you to decide what tools to include when building your modern martech stack.
What is a Marketing Tech Stack
A marketing tech stack is a combination of tools that allow marketers to effectively run their marketing campaigns, collect, and analyze the performance of these campaigns.
Depending on your needs, your marketing tech stack can be made up of one marketing platform such as HubSpot and a few other tools that integrate with it. Alternatively, your marketing tech stack can be made up of several tools, for example, Unbounce, Jotform, and Stripe. Each tool has a specific function but it integrates with one another seamlessly.
Whichever set up you choose for your marketing tech stack, the techstack you decide to use needs to help you run sustainable marketing campaigns by streamlining your workflows and processes to improve productivity and provide relevant data and insights to help you effectively implement your marketing strategy.
Web Personalization Tools
Website personalization helps marketers provide tailored buying experiences for each buyer, which leads to more conversions. Here are the tools you need to consider when you want to deliver relevant and appropriate content to each buyer:

1. Markettailor
Markettailor is a web personalization tool that allows you to deliver personalized content for different customer segments.
What makes Markettailor stand out is the visual editor. If you know how to code, then you can go about personalizing your website’s content for different segments. With Markettailor, however, you only need to use the visual editor to change the content, images, and calls to action, to align with relevant customer segments.
Markettailor integrates with CRM tools such as Salesforce and HubSpot, and Analytics tools such as Google Analytics, and sales intelligence tools such as Clearbit. Upcoming integrations (as of this writing) include one tool from this list, ActiveCampaign, as well as Leadfeeder and Pipedrive.
Markettailor allows you to personalize your content based on industry, company size, country, campaign, and pipeline stage. Depending on how you want to personalize your data, Markettailor will collect data and provide you with recommendations on what you need to do to improve on personalization.
By helping you provide relevant content to your website visitors, Markettailor positions you as a partner in the customer buying journey. Besides, the level of personalization you get with Markettailor allows you to speak the language of your web visitors without feeling limited by their industry, company size, or even their geographical location.
2. Mutiny
With a few clicks, Mutiny can create a personalized experience for each customer and web visitor at scale. Its personalization engine relies on AI to identify the relevant audience segments and suggestions on how to personalize content for each segment. Popular companies that have used Mutiny include ClickUp, Notion, Brex, Notion, Appcues and Fastly.
The tool is ideal for product teams, companies running account based marketing campaigns, and advertisers. In addition to improving inbound personalization, Mutiny goes a step further to help you personalize your outbound outreach efforts by allowing you to import contact data, customize landing pages for your contacts, and track and provide data on your outbound campaigns.
Mutiny integrates with customer data platform, Segment, on this list to better personalize your marketing campaigns.
3. Webeo
Webeo is a web personalization tool that allows businesses to personalize their websites based on visitor data. It provides the ability for a business to create content tailored for each visitor and automatically update it as needed in real-time.
The tool delivers personalized content and offers to web visitors based on industry, location, channel, funnel stage, behavior, and type of ABM campaign.
For your existing customers, it delivers personalized content based on their purchase history. Loyal customers get upsells and cross sells while customers who haven’t renewed for a while get offers to encourage them to come back to the fold.
While Webeo does not integrate with tools in this list, it connects with some of the top marketing automation platforms such as Marketo, Pardot, HubSpot, and Salesforce.
Marketing Automation Tools
Email automation helps you automate your email campaigns to make them more effective by helping you create personalized emails, segment your audience and track the performance of each campaign. Here are three marketing automation tools that are affordable and are compatible with your existing tech stack:

4. Mailchimp
MailChimp is an email marketing automation tool that gives users the ability to send targeted emails, create email campaigns, and track the results.
MailChimp provides a lot of features for you to use in your campaigns such as audience segmentation, email automation, and analytics to help you run effective email marketing campaigns.
You can integrate it with your social media accounts, create signup forms, and customize templates all from within MailChimp’s interface.
It comes with an intuitive and user-friendly interface, which makes it easy for users to create, send and track their emails.
Mailchimp integrates with many tools on this list including Contentful, Webflow, Segment, Heap, Amplitude, and Canto, and Ruler Analytics through Zapier.
It also offers integrations with other popular major platforms such as Salesforce, Google Analytics, and QuickBooks Online. In addition, MailChimp offers a free plan for small businesses with up to 2,000 subscribers.
It integrates with Quickbooks, Zendesk, WordPress, Formstack, Chargebee, and Canva, among other tools.
5. ActiveCampaign
ActiveCampaign is a customer relationship management software for small and medium-sized businesses. It helps to automate marketing and sales processes, manage contacts, and create personalized campaigns.
ActiveCampaign has an intuitive interface which makes it easy for marketers to use their software without any prior knowledge on how marketing automation works.
ActiveCampaign integrates with many tools on this list such as Webflow, Segment, and Amplitude. Additionally, it integrates through API with Contentful and Heap, and through Zapier it can connect with Ruler Analytics, Adinton, and Canto. In addition to the large number of integrations available, ActiveCampaign acquired Postmark, a transactional email tool that guarantees your transactional emails arrive in your customer’s inbox.
The tool allows you to connect different accounts in one place and pull all your data to view it on a single dashboard.
Given that companies use it for customer retention, lead generation and sales. In addition to segmenting subscribers, lead scoring, and automated recipes for lead nurturing,
6. Sendinblue
Sendinblue is a popular email marketing automation tool that allows users to schedule and send automated emails based on user-defined criteria and track campaign performance with the built in analytics dashboard.
Using SendinBlue, you can create automated workflows that manage the entire customer journey from the moment they enter their contact information to when they make a purchase.
Its campaign management feature allows users to manage all their campaigns in one place by providing easy access to all their contacts
From this list, SendinBlue integrates with Ruler Analytics and Bloomreach. Through API, it also connects with Heap and Segment, and integrates with Webflow through Zapier.
Content Management Tools
In addition to allowing you to upload, store, and manage your content, content management tools can also be used to create websites and blogs. There are many tools available to manage your content, and to narrow down your search, a CMS tool needs to be simple to use, yet effective. Here are three CMS tools that meet this criteria:

7. Webflow
Webflow is a web design tool that allows the user to create websites without technical expertise on how to write code.
It is a one-stop solution for creating websites with a drag and drop user interface, templates, layouts and other tools to create responsive websites that load fast.
In addition to designing your website, Webflow allows you to publish and manage your content marketing activities ,and connect it with Google Analytics to track the performance of your content.
Some of the companies that use Webflow to build their website include HelloSign, Zendesk, Freshly, and Petal.
Webflow integrates with Bynder, Canto (through Zapier), Heap, Amplitude, and Segment.
Outside of this list, it also integrates with a wide variety of tools such as Typeform and HubSpot.
8. Contentful
Contentful is a fast and scalable CMS that provides an intuitive user interface and the ability to manage content in a structured way.
It allows content managers to edit content faster by using smart autocomplete, live previews, and real-time collaboration with writers and other stakeholders.
Live previews allow you to get a firsthand look and feel of your content before it goes live, allowing you to make any changes that will improve the user experience.
Contentful integrates with tools on this list including Bynder, Canto, Segment, Amplitude, Heap and Fullstory. Additionally, it also integrates with editing tools like Writer, ecommerce tools like Shopify and Bigcommerce, and Slack.
9. Agility CMS
Agility CMS is a lightweight, cloud-based content management system. It’s great for a small business or startup where simplicity and ease of use are key considerations.
It has a user-friendly interface that allows the user to create and edit pages quickly and easily, without requiring any coding skills. This makes it perfect for beginners who have little or no knowledge of HTML or CSS.
Being a headless CMS, it does not rely on a graphical user interface (GUI) for content management. Headless CMS are often preferred by developers because they have more flexibility in their design and can be easily integrated with other systems.
It offers built-in social media integration to help you reach out to your audience and share your content easily.
Agility CMS is also compatible with Google Analytics and SEO tools like Ahrefs so you can track your website’s performance and identify the most popular pages on your site.
An intuitive dashboard with a single login for all your content management needs. It also allows you to create content workflows to help you approve and schedule your content, and share content previews with the team to improve collaboration.
Being a headless CMS, Agility CMS is more dynamic than other content management systems. It can be used to power your omnichannel content marketing strategy by deploying content to websites, mobile apps and other touchpoints where your target audiences interact with you on their buying journeys.
Digital Asset Management tools
Digital Asset Management tools allow you to organize and store your digital assets in a centralized location. It makes it easier to find, access and use the right type of content whenever you need to deploy it to different channels. Here are the tools you need to consider when looking for a better way to manage your digital assets:

10. Bynder
Bynder is a digital asset management tool that helps in managing digital assets by storing them in an organized way so that every stakeholder can have access to them whenever necessary.
It has an intuitive drag-and-drop user interface which makes it easy for your team to upload the content assets and edit their metadata for accurate tagging.
From this list, Bynder integrates with Segment, Bloomreach, Webflow, and Contentful so you can keep all your assets in one place.
To improve efficiency of your workflows and processes, Bynder also integrates with project management tools such as Trello, Workfront, and Monday.com, and product information systems such as Inriver, Akeneo, and Salsify to provide procurement managers with a single repository of product data.
Given that Bynder acquired GatherContent, a content operations tool, you’re now able to run your content operations and manage your digital assets in one place, making it easier to coordinate all your content creation activities, upload, and access it whenever you need it.
Bynder provides you with data on how your team members are using your digital assets. It shows you which team member downloaded a given digital asset and the number of times they downloaded it. With this data, you can gain insights on the mileage of each asset and compare that to the ROI you get.
11. Canto
A common challenge that plagues digital asset management is having to look for different digital assets in different places and if they’re not available, creating new assets, which means expensive content operations.
With Canto, however, you not only get to upload all your assets in the same place but also, deploy them to the relevant content channels.
Canto’s automated delivery feature overrides some of the manual steps in your content operations workflow such as downloading an asset, optimizing it for different channels and then uploading it.
The tool automatically deploys content to different channels, so your potential buyers can find the content they need to help them move to the next stage on the buyer’s journey.
Canto provides you with a dashboard with data on the number of files most shared, amount of file storage, number of user logins, and how your team is interacting with your assets. You can also track different file versions, top keywords used to search different assets among others.
Canto integrates with some of the tools on this list such as CMS platforms like Contentful and Webflow and marketing automation platforms like Mailchimp and ActiveCampaign
12. Aprimo
Aprimo is a digital asset management tool loved by global teams such as AT&T, Splunk, Bank of America, and Ubisoft.
The tool helps you store all your content assets, share them with the team and deploy them whenever necessary. Use the tool to organize all your digital assets in one place and get more mileage from the content assets you create by integrating them into your content production workflow.
While Aprimo doesn’t integrate with the tools on this list, it has extensions for Mailchimp, Sendinblue, and Contentful to connect your marketing automation and CMS platforms. Aprimo integrates with other tools you’ve interacted with before such as Canva, Hootsuite, Slack, Trello, WordPress, and Vimeo.
Aprimo allows you to create a hub for all your content assets and provides you with data on the amount of storage you’re using, the different types of content assets you have, and how often your team is deploying different content assets.
What makes Aprimo special is that as your asset library grows, it uses AI to create tags and content descriptions to help you find the assets you need faster. You also get recommendations on the type of content assets to deploy based on what you already have in your library to avoid duplication of efforts.
Customer Data Platforms
A customer data platform helps companies collect insights into customers’ behavior, preferences and buying habits. Using this data, marketers can then reach out to their customers and provide them with personalized offers which will keep them engaged, improve conversions and retention rates. Here are the customer data platforms you need to help you collect, store, and analyze customer data:

13. Segment
Since customer data platforms (CDP) are built around the idea of collecting, analyzing, and storing customer information, you need a platform that has a single interface to collect data from different sources and then organize their user, product, and event-based information into one central dashboard.
And that’s exactly what Segment does, making it easy for companies to collect, organize, and act on customer data to create personalized experiences and build predictive models. Segment’s customers include BuzzFeed, Instacart, Lyft and more than 3 million developers around the world.
The CDP also offers an API that allows developers to integrate and manage data across marketing, analytics, and other business applications. Segment’s API is available in JavaScript, Ruby, Python, PHP, and Objective-C.
Segment integrates with most of the tools on this list, including Mutiny, Mailchimp, ActiveCampaign, Webflow, Contentful, Bynder, Canto, Amplitude, Heap, Fullstory and Dreamdata.
14. Bloomreach
Bloomreach is a customer data platform that provides businesses with the tools they need to collect, store, and analyze customer behavior data to provide insights and predictions. Bloomreach collects data from all of your channels and devices, including web sites, mobile apps, CRM systems and email.
With these insights, you can run A/B tests to test the effectiveness of different offers, and providing personalized omnichannel journeys help you create better buying experiences.
Bloomreach has over 400 integrations, including Sendinblue and Bynder from this list, and others ranging from productivity tools, business management tools, ecommerce, marketing automation, and CRM, analytics and webhooks.
These integrations make it a versatile tool, even as a Customer Data Platform to help you with your omnichannel marketing efforts.
15. Simon Data
Simon is a customer data platform that provides brands with a single unified view of their customers. Companies build customer profiles and then use those profiles to create audience segments and smarter marketing decisions.
The platform helps brands understand the entire customer journey and provides them with an opportunity to create personalized experiences for each individual.
Simon Data integrates with different types of tools ranging from ecommerce, CRM, sales, and ad channels, and more. Some of the popular integrations include Mailchimp from this list, as well as Zendesk, HubSpot, Magento, Yotpo, Klaviyo and Eloqua.
Simon Data combines all your present and past data from different tools you’re using into a centralized view, helping you have a single source of truth that will guide the decisions you make.
The platform’s AI algorithms are capable of extracting insights from raw customer data to help businesses understand who their audience is and what they want to help them connect with them and provide them with better buying experiences.
Customer Experience Data tools
Customer experience data helps marketers understand customers’ needs and wants, how they interact with your business, and what their preferences are. Here are the customer experience data tools you need to collect insights into customer preferences and behavior:

16. Amplitude
Amplitude is a customer experience data platform that provides a 360-degree view of customer experience across channels, identifies trends and opportunities for improvement, and measures the impact of changes marketers make..
It collects data from a variety of sources, including mobile devices, web browsers and social media platforms. It then combines this data with customer feedback to provide insights into how customers are using the product and what they think about it.
The data you collect from Amplitude allows you to identify aha moments that users have when using your products, so you can optimize the onboarding process to increase product adoption. You can also identify niche audiences from your data and create a marketing strategy to increase brand awareness and boost conversions.
Amplitude also synchronizes behavioral data across your tech stack, meaning you’re going to access comprehensive data pulled from all the tools you use.
Amplitude’s integrations include Segment, Contentful, Webflow, ActiveCampaign and Mailchimp from this list. Additionally its featured integrations include Snowflake, Braze, and Amazon Web Services s3.
It also integrates with customer engagement tools such as Customer.io, Intercom, Sendgrid, and experimentation tools such as Optimizely, Userflow, and Appcues.
17. Heap
Heap is a customer experience data platform that helps companies understand customer behavior and how they interact with their products.
It provides an accurate understanding of customer behavior by collecting and analyzing data in real-time, helping marketers make informed decisions based on what the customer wants.
With Heap, you can tweak customer messaging to one that resonates with different customer segments. You can also track their behavior and collect relevant insights by allowing you to ask questions and show you how relevant aspects of your marketing are performing. You also get an overview of events with charts, graphs and number cards.
Popular tools from this list that integrate with Heap are Mailchimp, ActiveCampaign, Sendinblue, Webflow, Contentful and Segment. Additionally, Heap integrates with Intercom, Shopify and Clearbit.
18. FullStory
FullStory is a digital experience intelligence platform that provides customers with user experience data, offering insights on how users interact with the website.
One of the most prominent features of FullStory is its ability to track every single user action, click, scroll and form submission. This allows companies to get a better understanding of their customers’ needs and expectations.
Fullstory has been used by companies like Jetblue, Greenlight, Finicity, and Quantcast to improve their customer experience.
FullStory integrates with the major marketing automation, CMS, and customer data platforms on this list, aligning itself as a partner to improve your existing martech stack depending on the data you’re looking to collect to understand how users interact with your website. It also integrates with tools such as Qualtrics, Appcues, Drift, BigCommerce, and Olark.
FullStory provides you with heatmaps and session replays all in one place to help you understand how users interact with your website. The integrations also allow you to pull in data from other tools and view it on a single dashboard, saving you the trouble of moving back and forth between tools.
The data you get from FullStory includes what was clicked, where it was clicked, how long it took for them to click, which page they exited from, and more.
This data not only provides the ”what” i.e. user behavior but also the “why” i.e., motivations behind user behavior, helping companies understand the user’s journey, the UX, and the reasons behind any drop-offs or problems they may have along the way.
Revenue Attribution tools
When a company does not know how much they are spending on acquiring a customer, it is impossible to tell whether the marketing campaign was successful or not. Here are the revenue attribution tools to help you determine the success of your marketing efforts:

19. Dreamdata
In order to measure the success of your campaigns by revenue attribution to the right channels, you need reliable data that can tell you what channels are generating revenue and how much they are generating.
This data can be collected using Dreamdata, a revenue attribution tool that provides you with data on your best performing channels, customer journey data, best deals, and how your content affects the buying journey.
From this list, Dreamdata integrates with Segment, allowing you to keep all of your customer data and revenue attribution streamlined. Additionally, it integrates with major CRM tools such as Pipedrive, Close, and Salesforce and marketing automation tools such as Marketo and HubSpot.
It doesn’t matter what attribution model you’re using. Dreamdata collects data from every other tool you have, cleans it up, and enriches it to help you understand what channels are generating revenue for the company.
20. Adinton
Adinton is an attribution tool that helps advertisers measure and optimize their ad spend providing them insights into channels that are driving conversions and sales.
It attributes revenue and analyzes each campaign then provides feedback on how to improve similar campaigns in the future.
The data and feedback you get from the tool helps you decide what to do with channels that aren’t converting as they should, and help shape your strategy to improve conversions.
In addition to providing you with attribution data, Adinton also has a range of products you need to enrich your marketing campaigns such as offline tracking, click fraud software, customer intelligence, and bid management.
With these products, you have access to all the data you need in one place, in addition to bringing in data from other tools you’re already using in your techstack.
Through Zapier, Adinton allows you to connect with ActiveCampaign on this list, and also directly integrates with Google Data Studio and Pipedrive.
21. Ruler Analytics
Ruler Analytics is a revenue attribution tool that provides a detailed view of the conversion journey. It helps marketers understand how their marketing investments are driving revenue, so that they make informed decisions on what campaigns to either pursue or put on hold.
The product can be used by both in-house marketers and agencies who want to optimize their marketing spend. It helps them measure the performance of all their marketing channels, including email, display, search, social media and more.
It provides automated attribution calculation based on purchase data, website visits, and other data sources such as business intelligence tools to provide a comprehensive overview of your marketing operations.
It also comes with customizable dashboards which have interactive charts and graphs that help you easily track your company’s performance and advanced segmentation capabilities to identify customers who are most likely to convert.
In addition to offering marketing attribution, Ruler Analytics also offers live chat, form and call tracking, meaning that you also get to have a handle on customer interactions and deeper understanding of what’s going on to improve the customer experience.
Featured integrations in Ruler Analytics include the marketing automation platforms on this list, Mailchimp, ActiveCampaign and Sendinblue, as well as Google Analytics, Google Ads, Facebook, and Salesforce.
It also integrates with CRM tools such as HubSpot and Insightly, live chat tools such as Drift and Intercom, business intelligence tools such as Google Data Studio and Looker, payment processing tools such as Stripe and Recurly.
Final thoughts
The tools you choose to include in your Martech stack are not only influenced by what’s available on the market but also trends that are shaping how buyers interact with brands.
The tools in the list above are a great model to help make it easier for you to pick what to include in your martech stack.
Once you pick a tool from the list and have others to consider, use the checklist we have provided to evaluate other tools you need to choose which includes: integration capabilities, ability to centralize data, and the impact on customer experience.