What were the top MarTech products in 2018?

So. Many. MarTech. Stacks.

As marketers managed their marketing technology in 2018, they added new MarTech stacks to the CabinetM platform.

We took a look at the MarTech stacks added in 2018 to see what the trends were.

The most popular product to add to a marketing stack among CabinetM’s users in 2018 was Google Analytics. A free but powerful tool, Google Analytics is a perennial favorite.

Below are the top 50 tools in 2018. Is your favorite among CabinetM stacks?

  1. Google Analytics
  2. LinkedIn
  3. Twitter
  4. Marketo Engagement Marketing Platform
  5. WordPress
  6. Facebook
  7. Google Ads
  8. Crazy Egg
  9. Hoot-suite
  10. Salesforce Sales Cloud
  11. Instagram
  12. Google Tag Manager
  13. HubSpot Marketing Platform
  14. Hotter
  15. Salesforce Marketing Cloud
  16. YouTube
  17. SEMrush
  18. Adobe Analytics
  19. Allocadia Marketing Performance Management (MPM)
  20. Canva
  21. Wistia
  22. Klaviyo
  23. Slack
  24. Optimizely
  25. Litmus:
  26. MailChimp
  27. AdRoll
  28. Moz Analytics
  29. SurveyMonkey
  30. GotoWebinar
  31. Typeform
  32. Adobe Creative Cloud
  33. Zapier
  34. JIRA Software
  35. BrightEdge SEO Platform
  36. Curata Curation Software
  37. Domo
  38. LinkedIn Sales Navigator
  39. Marketo Accelerate
  40. Cvent Event Management Software
  41. BuzzSumo
  42. Engagio
  43. Workfront
  44. Drift
  45. Google Data Studio
  46. SendGrid
  47. Tableau Online
  48. Asana
  49. Drupal Platform
  50. Oracle Eloqua — Pardot (tie)

Remember, just because a tool is 50th — or 599th — on the list of products added to CabinetM stacks does not mean it is not central to a strategy. A wise enterprise builds a MarTech stack around the strategy, not the strategy to fit the tools available.

If you need help managing your marketing technology for 2019 and beyond, Erica Ross in our office can help. Contact her at eross@cabinetm.com.

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When your industry is Consumer Products, what does your marketing automation look like?

When we look at StackInsights, we can see what CPG companies add to their stacks on CabinetM. In this graphic, the larger products appear more often, and the smaller products appear less frequently.

However, each CPG company is different. The product that is less popular for one company can be the keystone for all the other MarTech platforms used by another company. No stack is more correct than the other, but we can see trends.

Are you a CPG looking to organize your marketing technology? When you’re ready to talk about ways to quickly manage your MarTech spend, Erica Ross at CabinetM is waiting. She’s at eross@cabinetm.com.

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What are the top layers of a MarTech stack?

On CabinetM, enterprises are building stacks to manage their marketing technology.

The individual layers of the stack – how each company organizes its marketing technology – are named by the user. Some companies organize their stacks by having a layer for each department. Some companies organize by having a layer for each function – lead gen, sales, etc.

What are the most popular layer names at this moment for those building stacks on CabinetM?

  1. Analytics
  2. Social Media
  3. CRM
  4. Email Marketing
  5. Blog
  6. Marketing Automation
  7. Leads
  8. Social
  9. Personalization
  10. Advertising

Remember, the person building the stack can name the stack and the layer anything they want – stacks should reflect the strategy of the enterprise.

If need help organizing your stack so you can see how your products integrate with each other so each layer of each stack is performing at its best, contact Erica Ross at CabinetM, at eross@cabinetm.com.

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When you’re really big, what’s the automation you choose?

Really large enterprises with over 10,000 employees have marketing automation needs specific to their size – with teams working over time zones, across locations and even across languages, large enterprises truly need platforms that can scale.

So what does a large enterprises managing its MarTech on CabinetM at to its stack?

Here are the most popular products for large enterprises:

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

As always, our caveat is that these are the most popular products added to stacks, but to any one enterprise, the 50thmost popular overall could be the most important platform in any one stack. MarTech stacks are like snowflakes: Each is different and built toward each organization’s strategy.

To help your start your MarTech stack, build your first one for free on CabinetM today. Erica Ross is available at eross@cabinetm.comto help.

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You saw Giving Tuesday trend. What’s tools are in a Non-Profit Organization stack?

Marketers from non-profit organizations have a year-round job to attract volunteers, advocates and funders, but the push is particularly acute in December.

Every year the big charge is led by marketing departments to get individual and corporate donors to donate by the end of the calendar year.

This need led to the development of Giving Tuesday, held the Tuesday after American Thanksgiving. Started by the 92nd Street Young Men’s and Young Women’s Hebrew Association and the United Nations Foundation and adopted now by charities across the U.S., Giving Tuesday generates a lot of activity that can be leveraged at scale with automation.

Here’s a peek at the tools used to automate marketing for Non-Profit Organizations building stacks on CabinetM. We’ve picked the 25 most popular tools used by NPOs and put them in the 10 most popular layers used by NPOs building stacks.

Remember, every stack is different, and layers and tools vary from enterprise to enterprise — sometimes by shop within that enterprise. One charity might put “Google Ads” under advertising and be completely correct — another could put “WordPress” under content and everyone using that tool understands why it’s described that way. CabinetM stacks are built by the organizations using these tools, and making layers by function, department using the tool, even by marketing discipline is correct, if that’s what works in that individual shop.

The more popular tools used by non-profits building stacks on CabinetM are:

  1. Google Analytics
  2. LinkedIn
  3. Twitter
  4. Instagram
  5. Facebook

Building a stack for 2019

Is it a coincidence that the data shows the top tools for NPOs are free? Does it say something that 80% of the top tools are social media? It might not be — just because a free tool is popular doesn’t mean the marketing plan is built around it.

If you’d like help building your stack on CabinetM — whether your cause is a charity or making sure your for-profit enterprise is managing its marketing technology in 2019, give us a shout. Contact Erica Ross at eross@cabinetm.com.

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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 eross@cabinetm.com.


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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 eross@cabinetm.com.

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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 eross@cabinetm.com.


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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 eross@cabinetm.com.

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