What does a Consultant add to a MarTech stack on CabinetM?

When you’re the master of a subject, be it content marketing, sales efficiencies, or the best way to merge two companies into one master unit, you’re going to need some marketing automation tools to support your business.

What does a consultant put in a MarTech stack? For those managing their Marketing Technology on CabinetM, CabinetM Stack Insights show there are some powerful tools in consultants’ stacks.

The top 10 tools for consultants are:

  1. Google Analytics
  2. Twitter
  3. LinkedIn
  4. WordPress
  5. MailChimp
  6. Hoot-suite
  7. Instagram
  8. Marketo Engagement Marketing Platform
  9. Canva
  10. Buffer

The top three companies consultants get their tools from are  Google, Salesforce and Adobe.

When building stacks on CabinetM, consultants can use any layer names they want. The top five on CabinetM, as chosen by consultants, are very straightforward and all about the tools:

  1. Analytics
  2. Social Media
  3. Email Marketing
  4. CRM
  5. Blog

Interestingly, however, the greatest number of tools for consultants come right out of Social Media Marketing.

Do you need help building  your stack?

Enterprises use CabinetM to manage their marketing technology — whether it’s spend, matching strategy to tools, or just knowing what your enterprise owns, CabinetM can help you get started getting your arms around your marketing technology.

Contact Erica Ross at eross@cabinetm.com to learn how you can build marketing technology stacks that work for you.

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Stack Insights: The Advertising Stack on CabinetM

Advertisers have been leveraging marketing technology since the category was invented. So what would an advertiser add to her stack?

CabinetM’s Stack Insights shows us a stack of the 35 most popular toolsfor those in the ad industry managing stacks on CabinetM. As you can see, there’s lots of content and social media tools, followed up by powerful audience and customer data tools.

Remember, no marketing strategy is the same, so no stack is identical. One team could rely mightily on Marketo and have HubSpot as part of the mix, and another could be using HubSpot almost exclusively. Other tools that are less popular among advertisers might be just as strongly favored by others.

If you’re looking for ways to manage your marketing technology, CabinetM can help. Contact Erica Ross in our office at eross@cabinetm.comto arrange a demo.

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What does an education marketer put in a stack?

No matter the industry, marketers are using technology to automate the process of reaching out to prospects and current customers.

In the field of education, marketers are using tools to reach future and current students, and to message faculty and alumni.

We used StackInsights to see what the most popular tools were for those listing their industry as “education.”

The following are the top 25 tools education marketers are managing on CabinetM.

  • Google Analytics
  • Twitter
  • LinkedIn
  • Facebook
  • WordPress
  • YouTube
  • Instagram
  • MailChimp
  • Google Ads
  • Hootsuite
  • Marketo Engagement Marketing Platform
  • Pinterest
  • Crazy Egg
  • Drupal Platform
  • Optimizely
  • Dropbox for Business
  • Google+
  • SEMrush
  • Snapchat
  • Adobe Analytics
  • Bing Ads
  • Encompass
  • Pingdom
  • Pipedrive
  • Salesforce Sales Cloud

Always, the strategy comes before the tool, so not every educator will have the same tools. But look at the focus on social media tools — different than stacks in other industries.

What’s in your stack? Marketers are using CabinetM to manage the tools they use, their MarTech spend and adoption. Contact Erica Ross at eross@cabinetm.com to learn more.

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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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