StackMates: What’s in a stack with Widen Digital Asset Management platform?

What tools does the MarTech user pair most often with Widen’s Digital Asset Management Platform?

CabinetM aggregated data from hundreds of live marketing stacks across the B2B and B2C sprectrum exposes the most common marketing technology products used alongside anchor technology platforms. Tools that appear more often are larger and closer to the center. Those that appear smaller on the graphic appear less often – but it’s important to note that no two stacks are the same and that tools that appear less frequently may be vital to the operations of the enterprises using them.

So what do we see with Widen’s platform?

  • Social media is key. Content managers using Widen also have significant sharing platforms often in their stack.
  • Nearly as common are the major automation platforms like Marketo, Eloqua and Salesforce.
  • Widen is a key enabler for personalization programs and used alongside tools that give a complete view of customers (Infor, Amobee) and those that scale personalization (Bazaar Voice, Confirmit)

Widen’s Digital Asset Management Platform powers brand management, creative workflows, and content lifecycles for many of the world’s most influential brands.  Widen’s team is focused on making it easy for their customers to access the right content, for the right customer, at the right time.

CabinetM and Widen are offering a free webinar on Mapping Your MarTech Stack. Jake Athey, VP of Marketing at Widen, and Anita Brearton, founder and CEO of CabinetM, will discuss: Best practices for building and managing marketing technology stacks; Digital Asset Management’s crucial role in your MarTech stack; and Identifying overlap in your marketing tools. Ensure you’re getting the most out of your marketing technology investments. Register and then join us on Oct. 31, 2018, at 12 p.m. EST. 

To see your product featured on CabinetM, contact Erica Ross at


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How do I name layers in my MarTech stack? Here are some suggestions

Marketers building a Marketing Technology stack on CabinetM have more than 9,000 products from which to choose. But when you’re organizing your stack, how do you give those layers names?

CabinetM users can organize their stacks any way they wish — by tools they wish to keep, trash or buy, for example. Stack layers can named by what part of the sales funnel they support, such as “attract” or “convert.” Most marketers organize their stacks by function — and you can see that in the graphic below.

What are the layers in your stack? Top 50 layers in stacks built by users in the CabinetM platform.

What’s missing? What are the layers in your stack?

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How is a B2C stack different from a B2B stack?

Marketing to a consumer and marketing to a business is completely different, with the exception that both B2C and B2B marketers can benefit from automation.

Businesses marketing to consumers know their audience needs to be reached on a number of channels. There are a number of generalizations about the B2C marketer, including the fact that there’s usually one decision maker buying and the sales process is shorter, but here’s how they do it: The following are the top ten tools used by B2C enterprises managing their marketing technology on CabinetM.

  1. Google Analytics
  2. Facebook
  3. LinkedIn
  4. Twitter
  5. MailChimp
  6. WordPress
  7. Optimizely
  8. Hootsuite
  9. Google Ads
  10. Instagram

B2B marketers are selling to businesses smoothing out the buying process to save time and money. There’s usually a pool of decision makers who need to say yes to a purchase, and the sales funnel is longer. Here’s the top ten products in B2B MarTech stacks built on CabinetM:

  1. Google Analytics
  2. LinkedIn
  3. WordPress
  4. Twitter
  5. Facebook
  6. Marketo Engagement Marketing Platform
  7. Hootsuite
  8. Google Ads
  9. MailChimp
  10. Salesforce Sales Cloud

A few similarities? Both sets of marketers rely on analytics and social media as prime tools, and all of them need to manage their MarTech use, adoption and spend.

For information about ways you can manage your marketing technology on CabinetM, contact Erica Ross at

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StackMates: Salesforce Sales Cloud (2018)


Marketers building stacks on CabinetM don’t just rely on one platform — which is certainly evident when we look at the most updated set of “StackMates” — our graphic representation of MarTech tools that marketers have added to stacks along side other platforms.

Sales Cloud is the Salesforce sales enablement module that drives productivity and helps close more deals. From lead acquisition to ongoing management, Sales Cloud has everything you need to be a top sales performer. Track all your customer information and interactions in one place, accessing and updating from anywhere.

In February 2018, our look at the tools enterprises use with Sale Cloud had familiar platforms, but today they’re in different places. The tools at the graphic with larger logos appear more often in stacks. Don’t think that means the tools in the outer ring are less valuable to the marketers who choose those tools — they’re just appearing less often in stacks.

The following tools make jumps in popularity with Sales Cloud users, just since February:

  • Engagio
  • Ringlead
  • Google Tag Manager
  • Instagram
  • Pardot
  • Crazy Egg
  • Litmus
  • Allocadia
  • Uberflip
  • Drift
  • Sprout Social
  • Adobe Creative Cloud

Each stack is different, and the right stack is the one that fits your strategy. Need help? Erica Ross at CabinetM can show you how to build your stack. Contact Erica at


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What vendors do you use when HubSpot is in your stack?

With a lot of the marketing world buzzing around the HubSpot conference Inbound, we thought we’re updating our StackInsights to see what vendors are go-to providers for enterprises using HubSpot products.

Marketers use Marketing Technology stacks to help them manage use, adoption and spend of their marketing automation tools.

HubSpot and its tools supporting Inbound Marketing include marketing, sales, customer service, and CRM software, but marketers do not use HubSpot alone — Google Analytics is the most popular product for any HubSpot marketer, pushing Google to the top spot among vendors. But the most popular tools are a mix of CRM, social and content creation tools being utilized by the inbound marketer.

The following are the vendors marketers choose alongside HubSpot products.

1. Google
2. Salesforce
3. LinkedIn
4. Adobe
5. Microsoft
6. Twitter
7. WordPress
8. Facebook
9. MailChimp
10. Marketo
11. HootSuite
12. Zapier
13. Instagram
14. Slack
15. Trello
16. Atlassian
17. Evernote
18. Hotjar
19. Pinterest
20. Tealium

How does your stack match up? If you have questions on ways to build and manage your stack, contact CabinetM’s Erica Ross for assistance at

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31 tools CabinetM users deploy for advertising

‘Advertising is the life of trade.’
— Calvin Coolidge

Anyone selling a product or service knows you need to advertise. And when you advertise at scale, you’re going to need technology to automate the process.

But what is actually being used to automate the process of generating a need for products and services?

We looked at the Marketing Technology built by enterprises on CabinetM. Every time a product was put in a layer for “advertising” “ads” or “ad technology” we added it to our tally. Here’s what marketers are putting in the advertising layers of their MarTech stacks, in order of popularity:

    1. Google Analytics
    2. Google Ads
    3. LinkedIn
    4. WordPress
    5. Twitter
    6. Facebook
    7. Instagram
    8. Hootsuite
    9. Facebook Ads
    10. Google Tag Manager
    11. Optimizely
    12. YouTube
    13. Marketo Engagement Marketing Platform
    14. Salesforce Sales Cloud
    15. Canva
    16. AdRoll
    17. MailChimp
    18. Crazy Egg
    19. DoubleClick Ad Exchange
    20. Buffer
    21. SEMrush
    22. Adobe Analytics
    23. Criteo
    24. Pinterest
    25. Salesforce Marketing Cloud
    26. Twitter Ads
    27. SEO Spider
    28. DoubleClick Campaign Manager
    29. Google+
    30. SproutSocial
    31. Adobe Creative Cloud

What’s in your stack?

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Top seven ways to categorize MarTech at a large enterprise

How do you think about Marketing Technology stacks when you’re a giant company?

You break everything down into smaller pieces.

For enterprises building marketing technology stacks on CabinetM, marketers can choose how they break down their stacks into layers — any layer name is appropriate. But when you’re talking about very large companies, using tools across departments and sometimes time zones, we thought it would be interesting to see if there were popular ways to categorize tools.

The top layer names for large enterprises (more than 10,000 employees) on CabinetM are:

  1. Social Media
  2. Analytics
  3. CRM
  4. Email Marketing
  5. Marketing Automation
  6. Social
  7. Content Management

The products that are most popular in stacks for large companies are not surprising — There’s a combination of free and paid tools; all these tools are built to integrate with others and work at scale.

The top 10 products in a large enterprise stack are:

  1. Google Analytics
  2. LinkedIn
  3. Twitter
  4. Facebook
  5. WordPress
  6. Marketo Engagement Marketing Platform
  7. Adobe Analytics
  8. Google Ads
  9. Salesforce Marketing Cloud
  10. Oracle Eloqua

Remember, no stack looks exactly like another. Just because you don’t have these tools in your stack doesn’t mean you’re doing it wrong. Just because Eloqua is #10 in popularity doesn’t mean it could be the most important tool in another company’s stack.

Tools are made to support the marketing strategy. If you’re looking for ways to think about your stack, contact Erica Ross at

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Top 15 MarTech products for non-profits

When your money comes from donors and goes to support a mission, be it supporting a university education or doctors in war zones, you need to make sure every marketing technology tool you have does exactly what you need.

But are your tools different if you’re a non-profit?

The following are the top marketing technology tools for non-profits managing their stacks on CabinetM. Note the top third are powerful tools you can use for free.

1. Google Analytics
2. LinkedIn
3. Twitter
4. Instagram
5. Facebook
6. Hootsuite
7. WordPress
8. YouTube
9. Google Ads
10. MailChimp
11. Typeform
12. Crazy Egg
13. Eventbrite
14. Hotjar
15. Salesforce Journey Builder

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What’s in your stack? Facebook is the most popular social media platform for marketers

Merkle has just released its Q2 Digital Marketing Report for 2018, based on samples from Merkle clients who have worked with Merkle for each marketing channel.

Merkle’s findings show that Social media produced 3.7 percent of all site visits in Q2 2018, up from 2.9 percent a year earlier. On mobile devices, social media sites produced 4.6 percent of site visits in Q2 2018. Mobile devices accounted for over 77 percent of site visits driven by social media platforms in Q2 2018.

The surprise from Merkle was that Facebook spend, excluding Instagram, grew 40 percent year-over-year, even as impressions fell 17 percent for that same time period. Quarterly mobile traffic share for Facebook eclipsed 90 percent for the first time for Merkle advertisers in Q2 2018.

Instagram grew 177 percent year-over-year, for Merkle clients, and impressions more than tripled. Instagram remains smaller than Facebook for brands advertising on both platforms.

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What’s in your stack, 2018?

If you’re a marketer building stacks on CabinetM in 2018, it’s more likely than not that you’re adding Google Analytics

There are a few other tidbits we’ve gathered looking at stacks built in the first half of 2018. CabinetM StackInsights data shows us that, if you factor out CabinetM as a Marketing Technology Management platform, Google Analytics is the most popular tool enterprises are using — followed by Twitter, LinkedIn, Facebook and WordPress.

Our graphic (at right) shows the top 50 products added to stacks by enterprises in the first half of 2018. The big categories are content (text and video) and analytics, but we know every stack is different — where some marketers build stacks around automation, others build stacks around their email tools.

How marketers categorize their tools are just as interesting. Where we sometimes see trends with an ABM layer for account-based marketing tools or a sudden push for chatbots, here are the current most popular layers names for stacks in 2018:

  1. Analytics
  2. Social Media
  3. Acquire
  4. Attract
  5. Invest
  6. Measure
  7. Plan
  8. Retain
  9. CRM
  10. Marketing Automation

Note that measurement — analytics — are not only the most popular layer, but just looking at those tools in our stack, you can see the importance measurement has when it comes to marketing tools.

Enterprises are using marketing technology stacks to manage the tools they have, note their integrations, how they’re used and even what department takes ownership of the tool.

If you’d like more information on our StackInsights data, or how you can manage your marketing technology spend, use and adoption, contact Erica Ross at

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