StackInsights: Most popular tools in stacks in 2019

StackInsights can show us the difference a year makes in marketer’s stacks.

We looked at stacks built the first two months of 2018 and the first two months of 2019. Would the tools marketers use be different?

Indeed they are. While Google Analytics has been a constant favorite among marketers building stacks on CabinetM, the top three changed from Salesforce, Google Analytics and Hotjar to Google Analytics, Marketo and Facebook.

Most popular products in the first two months of 2019

  1. Google Analytics
  2. Marketo Engagement Marketing Platform
  3. Facebook
  4. Adobe Analytics
  5. LinkedIn
  6. Twitter
  7. MailChimp
  8. Hootsuite

Most popular products in the first two months of 2018

  1. Salesforce Journey Builder
  2. Google Analytics
  3. Hotjar
  4. LinkedIn
  5. Twitter
  6. Eventbrite
  7. Hootsuite
  8. HubSpot Sales Professional

What are the hot tools for you in 2019? Remember, what’s popular among other marketers won’t necessarily be the best tools for your strategy – what is #8 in popularity could be #1 in another marketer’s stack.

Do you need help building your stack? Contact Erica Ross at She’s waiting to help you with your stack.

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StackInsights: What’s the top collaboration tool?

In the old days, say the 1990s, employees could get information from internal computer networks or the lunchroom cafeteria. Now with one team member in Boston, one in LA and one in Barcelona, with everyone using their own devices, collaboration tools are needed to keep them working in the same direction.

Collaboration tools do more than help teams working remotely or in different time zones. They support employees who work flexible shifts so they can balance work with a life but need one central place to get the authoritative instructions. They help teams where everyone has his/her own laptop. Or help provide a secure way to build camaraderie and consensus through shared gifs from The Office.

“Because we have access to very good tools in our private lives we expect the same level of functionality and performance in business,” said Jeffrey Mann, vice president and analyst at Gartner. He notes that keeping the right collaboration platforms in place help keep a workforce engaged. By 2020, 45 percent of all CIOs surveyed by Gartner said they expect to be supporting Bring Your Own Device programs and only half of them are expected to still be running a corporate device program at all by then.

So, for enterprises managing collaboration tools as part of their marketing technology stacks on CabinetM, what is the most popular collaboration tool?

The most popular is Slack, the tool that started as a platform for development teams sharing snippets of code is now the top choice for enterprises currently building stacks on CabinetM.

The top 5 in order are:

  1. Slack
  2. Dropbox for Business
  3. Google Dogs
  4. Asana
  5. Trello

Remember, just because a platform is popular doesn’t mean it fits in with your particular strategy. Just in the roundup of mobile collaboration tools we see very different capabilities to speak to many different kinds of teams.

If you need help managing your marketing technology stack, Erica Ross in our office is here to help. She’s at

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Social Media as a stack layer gains in popularity

If stacks for managing marketing technology are made of layers, what are the most popular layer names for those managing their marketing technology on CabinetM?

For 2019 so far, it’s the year of social media.

Marketers managing their marketing technology on CabinetM get to choose what they name their stack layers. When we look at CabinetM StackInsights, we see names can include the type of technology in the layer (analytics is a popular one) or how the tech in the layer will be used (awareness for example).

In 2019, what are the most popular layer names? For the first time, “analytics” is not the most popular:

  1. Social Media
  2. Email Marketing
  3. Analytics
  4. Sales Enablement
  5. Client Reporting

As a comparison, these are the top layer names for all of 2018:

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

Marketers building stacks on CabinetM are managing their marketing technology. If you need help with your stack, contact Erica Ross at

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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 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 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

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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

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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

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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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