Looking for more tools to add to your marketing tech stack? Here’s our guide to the best martech tools in 2024.

What Are Martech Tools, and Why Do You Need Them?

Martech tools are software solutions designed to help businesses plan, organize, execute, and measure marketing campaigns and activities.

The main advantages of using a martech tool include:

• Improved efficiency: Using software can help streamline marketing workflows and help teams get more done in less time
• Enhanced lead generation: With the right martech stack, businesses can generate more leads and improve their lead qualification process
• Increased ROI: By improving efficiency and lead generation, as well as enabling teams to run better marketing campaigns, martech tools can help businesses achieve a higher return on their marketing spend

Key Features to Consider in Martech Tools

With so many martech tools out there, how do you choose the best one for your needs? Here are factors you should consider:

• Functionality: Does the tool offer all the core features you need to handle part (or multiple parts) of your marketing workflow?
• Integrations: Does it play well with your existing martech stack tools?
• Scalability: Is it capable of scaling with your business and needs?
• Customer support: Does the company behind the software offer responsive customer support across multiple channels (e.g., live chat, email, etc.)?
• Pricing: Does the software’s pricing fit your budget?

Let’s look at the 24 best examples of martech tools across essential categories.

Marketing Automation Tools

1. HubSpot Marketing Hub

HubSpot Marketing Hub offers a suite of marketing automation tools, which includes automated workflows, email nurture sequences, social media marketing, and live chat automation.

It also lets you create web forms, landing pages, and blog content.

You can use the built-in blogging functionality and social media posting automation to drive more visitors to your website. 

From there, forms created using the drag-and-drop form builder can help you convert visitors into leads.

Alternatively, you can use the live chat feature to accomplish the same thing.

Then, you can nurture leads through automated email sequences which can be triggered through various conditions within automation workflows.

What We Like:

HubSpot Marketing Hub gives businesses everything they need to attract customers through inbound marketing. It provides tools for every step in the process, from lead capture to nurturing and conversion.

Pricing:

HubSpot Marketing Hub offers the following plans:

• Starter ($20/month for 1,000 marketing contacts)
• Professional ($890/month for 2,000 marketing contacts)
• Enterprise ($3,600/month for 10,000 marketing contacts)

2. ActiveCampaign

ActiveCampaign’s email and marketing automation tools allow businesses to create personalized and automated customer journeys that help turn leads into customers.

The platform includes intuitive drag-and-drop builders for creating landing pages, forms, emails, and workflow automations.

It supports extensive email personalization. You can personalize emails by using any information you have on your contacts (e.g., their name or company) or based on behavioral triggers (e.g., making a purchase or abandoning their shopping cart).

ActiveCampaign also lets you A/B test both emails and automated workflows to help you uncover the highest-converting variants and boost your revenue.

What We Like:

The platform includes hundreds of built-in templates for landing pages, emails, and marketing workflows to help businesses start creating automated customer journeys quickly.

Pricing:

ActiveCampaign offers a free 14-day trial you can use to test out the platform. Paid plans include:

• Lite ($39/month for one user and 1,000 marketing contacts)
• Plus ($70/month for three users and 1,000 marketing contacts)
• Professional ($187/month for five users and 2,500 marketing contacts)
• Enterprise ($323/month for 10 users and 2,500 marketing contacts)

Analytics and Reporting Tools

3. Traffic Analytics

Semrush’s Traffic Analytics tool helps you learn more about your competitors’ website traffic metrics. 

Including the total number of visits they get per month and their top traffic sources.

You can also use it to analyze your competition’s user journeys and uncover opportunities for ad placements and partnerships.

There’s also the option to benchmark your performance against the competition and see how your website fares in terms of the number of unique monthly visits, bounce rate, average visit duration, and more.

What We Like:

Traffic Analytics provides a detailed breakdown of your competitors’ traffic sources, which gives you insight into which traffic channels you should pursue to drive growth for your business.

Pricing:

Traffic Analytics is available as a paid add-on ($289/month/user) on top of Semrush’s regular paid plans:

• Pro ($139.95/month)
• Guru ($249.95/month)
• Business ($499.95/month)

4. Social Analytics

You can use the Social Analytics tool to get a better understanding of your brand’s performance across Facebook, Instagram, and LinkedIn.

It lets you dig into various social media marketing metrics, including follower growth, post reach, and engagement rate.

You can also use Social Analytics to get a deeper understanding of your social media audience— including location, age, and gender breakdown.

What We Like:

Social Analytics surfaces your most and least popular social media posts across each social media platform. This gives you tangible data to improve your social media strategy moving forward.

Pricing:

Social Analytics is available as a paid add-on ($19.75/month) on top of Semrush’s regular paid plans:

• Pro ($139.95/month)
• Guru ($249.95/month)
• Business ($499.95/month)

5. Databox

Databox helps businesses create detailed dashboards to track and visualize their performance across marketing, sales, customer support, and more.

All you need to do is connect a data source and choose the metrics you’d like to track and report on. The tool then populates the dashboard with your data.

Image Source: Databox

You can choose from more than 300 templates to get a dashboard up and running quickly.

Databox also integrates with over 100 of the most popular business software solutions to ensure you’re able to bring all your data into one place.

Apart from tracking live performance, you can also use Databox to review historical performance on your chosen metrics.

There’s also the option to set and track goals for one or more metrics. And get notified when you’re not on track to meet your goals so you can take appropriate action.

What We Like:

Databox’s benchmarking tool lets you benchmark your data against other businesses in your industry. Benchmarks are available for a wide variety of metrics, including those for website, marketing, and advertising performance.

Pricing:

Databox offers a free plan that’s limited to three users and three dashboards. Paid plans include:

• Starter ($59/month)
• Professional ($169/month)
• Growth ($399/month)
• Premium ($999/month)

All paid plans come with a free 14-day trial offer you can take advantage of to test out the software.

6. Klipfolio

Klipfolio allows you to create custom dashboards to visualize and track your marketing performance.

Image Source: G2

It also generates a “homepage” for each metric you track automatically. These homepages allow you to dig deeper into each metric’s performance when needed.

You can slice and dice the data any way you want by creating segments to filter data by marketing channel, type of customer, geographical location, and more.

Klipfolio supports more than 30 different chart types to help you visualize your data in a variety of ways.

It also makes it easy to share dashboards with your team members—all it takes is a couple of clicks.

What We Like:

The numerous ways you can connect your data to Klipfolio, from spreadsheets and structured query language (SQL) to native integrations.

Pricing:

Klipfolio offers a free plan that’s limited to two users and 20 metrics. Paid plans include:

• Standard ($300/month)
• Custom (starts at $800/month, billed annually)

Content Marketing Tools

7. Organic Research

You can use Semrush’s Organic Research tool to analyze your competitors’ keyword rankings and find out which keywords they rank for and how much traffic they bring in.

It’s a very useful tool for understanding your competitors’ organic search performance and finding new keywords you should target.

Here’s how to use it:

Start by entering a competitor’s website on the Organic Research tool page and clicking the green “Search” button.

The tool will then generate a detailed report.

At the top, you’ll be able to see the total number of keywords your competitor’s website ranks for and the total amount of traffic it generates from organic search.

To see all the keywords your competitor ranks for, go to the “Positions” tab.

Here, you’ll be able to see a list of all their keyword rankings, along with a number of other useful metrics, including keyword volume, keyword difficulty (KD), and an estimate of the traffic generated by each keyword.

You can filter the keywords by volume, difficulty, search intent, and more by using the drop-down filters at the top.

From here, you can select suitable keywords and add them to a list in Semrush by clicking the “+ Add to keyword list” button.

Or export the keywords by hitting the “Export” button.

What We Like:

Organic Research can help you uncover competitors you never even knew existed, which can help you further improve your organic search strategy. Simply visit the “Competitors” tab in the Organic Research report.

Scroll down to the “Organic Competitors” section to see a comprehensive list of websites.

Pricing:

The Organic Research tool is available on all Semrush plans. But the plans differ in the number of projects you can set up, the number of keywords you can track, and the number of reports you can generate.

Pricing for the plans is as follows:

• Pro ($139.95/month)
• Guru ($249.95/month)
• Business ($499.95/month)

8. Keyword Magic Tool

The Keyword Magic Tool is a keyword research tool that can help you identify thousands of new keywords you should target.

All you need to do is enter a seed keyword. The tool will check its database to generate a list of all possible related keywords. 

You can then review the list and prioritize keywords that make the most sense for your strategy.

Here’s how to get started:

From the Keyword Magic Tool page, type in your seed keyword and click “Search.”

In a few seconds, the tool will present you with a report containing a large number of keyword ideas.

From here, you can filter the list in a number of ways, including by search volume, keyword difficulty, search intent, and more by using the drop-down filters at the top.

Once you’ve narrowed down the list to your liking, you can use the “+ Add to keyword list” button to add the keywords to a list in Semrush.

Alternatively, you can export the keywords to a CSV or XLSX file by clicking on the export icon.

What We Like:

The Keyword Magic Tool can provide you with thousands of keyword ideas in seconds, all based on a single seed keyword.

Pricing:

The Keyword Magic Tool is available on all Semrush plans. You can start using the software with a free account. For more advanced features, you can opt for one of the paid plans, which are priced as follows:

• Pro ($139.95/month)
• Guru ($249.95/month)
• Business ($499.95/month)

9. StoryChief

StoryChief is a software platform designed to help content marketing teams manage content tasks from a single location and collaborate more easily.

You can use it to create and share content briefs, review and approve drafts, and distribute your content across multiple channels.

It also includes a handy content calendar feature that lets you see your content publishing schedule at a glance.

Image Source: StoryChief

There’s also the built-in media library you can use to organize all your image and video content.

The software also offers analytics features that help you track the performance of your content.

What We Like:

StoryChief can automatically publish content to your content management system (CMS) and your social media channels, potentially saving hours of your time.

Pricing:

StoryChief offers a seven-day trial you can use to test out the software for free. Paid plans for StoryChief’s full Content Marketing Suite product include:

• Individual (starts at $80/month)
• Marketing Team (starts at $280/month)
• Agency (starts at $500/month)

Customer Relationship Management (CRM) Tools

10. Semrush CRM

Semrush offers a dedicated CRM solution designed to help marketing agencies work more efficiently with multiple clients.

You can use it to store and organize key information on leads and customers, including contact information, lead status, budget, and more.

The software also lets you create and track client projects and tasks, as well as create detailed reports.

What We Like:

You can use Semrush CRM to create dedicated client portals, which make it easier to collaborate with clients and complete projects.

Pricing:

Semrush CRM is available completely free of charge.

11. HubSpot CRM

HubSpot CRM is a popular contact relationship management solution that helps companies stay on top of all their contacts, deals, and sales activity.

It lets you manage your sales pipeline and track all your sales activity in real time with the help of a visual, drag-and-drop dashboard.

The software can track emails, calls, and meetings for every contact to give your team the information they need to close deals more easily.

It also includes lead generation features, such as drag-and-drop builders for web forms and landing pages. You can also use it to send bulk email campaigns to your marketing contacts.

What We Like:

HubSpot CRM automatically enriches all new contacts you add to your database by using third-party data. This lets you get valuable information on your leads (such as company size, annual revenue, etc.) without spending time on manual research.

Pricing:

HubSpot CRM is available for free.

HubSpot does offer a more feature-rich CRM and sales management solution called HubSpot Sales Hub. It’s priced as follows:

• Professional ($500/month)
• Enterprise ($1,500/month)

12. Close CRM

Close CRM offers an intuitive interface for tracking relationships with prospects, leads, and customers.

It lets you filter through your lead list by creating smart views to focus on your highest-priority leads.

You can also use it to create and keep track of tasks, as well as assign tasks to leads to make sure deals keep moving forward.

Integrations with popular email and calendar software integrations help Close CRM associate relevant emails and events with contact records.

This helps your team understand the history behind each lead relationship so that they can close deals more easily.

You can also use the software to create automated email sequences to follow up with leads and stay top-of-mind.

Then, you can take advantage of the built-in calling and SMS outreach features to reach contacts in multiple places to improve response rates.

What We Like:

One-click migration tool helps you migrate over from any of the most popular CRM solutions with ease.

Pricing:

You can use Close CRM’s free 14-day trial to see if it’s the right fit for your needs. Paid plans include:

• Startup ($59/month for one user)
• Professional ($329/month for three users)
• Enterprise ($749/month for five users)

Advertising and Campaign Management Tools

13. Advertising Research

Semrush’s Advertising Research tool can help you track and analyze your competitors’ Google Ads campaigns.

You can use it to review your competition’s ads, including the ad copy and landing pages they use. And find out how much competitors are spending on paid ads.

Here’s how to get started with Advertising Research:

From the Advertising Research tool page, type in a competitor domain and hit the green “Search” button.

The tool will then analyze your competitor’s advertising activity and provide you with a detailed report.

By default, the report will start on the “Positions” tab, which shows you the keywords your competitor is targeting in paid search, as well as the total volume and cost per click (CPC) for each keyword.

If you’d like to check out the copy they use for their ads, you visit the “Ads Copies” tab.

The tool also lets you review the exact landing pages they use for their ads. Simply click on the “Pages” tab.

What We Like:

Advertising Research lets you see all the keywords your competitors are bidding on. You can then use this information to uncover profitable keywords and improve your own PPC strategy.

Pricing:

The Advertising Research tool is included with all Semrush plans. You can also get started with a free account, which does come with a few limits (such as the number of projects you can create and track).

Paid plans include:

• Pro ($139.95/month)
• Guru ($249.95/month)
• Business ($499.95/month)

14. AdCreative.ai

AdCreative.ai lets you use the power of AI to generate ad creatives for your products or services quickly.

It can generate creatives in a variety of sizes to adhere to size requirements on all popular advertising platforms, including Google Ads, Meta Ads, and LinkedIn Ads.

You can also add your brand logo, fonts, and colors, and the software will generate creatives that align with your brand style.

Then there’s the AI-powered ad creative scoring feature that shows you which of your creatives are the most likely to perform the best.

AdCreative.ai can also generate copy for your ads. All you need to do is enter your target audience and the ad platform you’ll be using, and the software will generate compelling ad copy for you in seconds.

It even lets you select a copywriting framework or formula (such as AIDA, BAB, or PAS) you want it to use.

What We Like:

AdCreative.ai offers the option to create what it calls a “complete ad package.”

This includes creating a complete advertising strategy for your product or service—including ad creatives and copy—as well as telling you which demographics and interests to target to reach your target audience.

All you need to do is share your website URL, and the tool will analyze your website and then generate the right ad strategy for your business.

Pricing:

AdCreative.ai in the Semrush App Center gives you a three-day free trial to try out its features. If you’d like to continue using the software, the paid plan is $109 per month for 100 credits and five brands.

You can stack another 100 credits and five brands on for an additional $50 per month.

15. Bannerflow

Bannerflow helps brands design ad creatives quickly by using an intuitive, drag-and-drop interface.

It offers smart scaling features to help you quickly create multiple sizes and formats from a single ad.

Features such as comments, previews, and instant approvals make it easy to collaborate with your team on creative design.

You can also use Bannerflow to manage your ad campaigns from a single location, publish ads across multiple channels, and review detailed campaign analytics.

What We Like:

Bannerflow lets you use live data feeds to update your creatives in real time with specific offers or messaging. This allows you to create hyper-personalized advertising and get a better return on your ad spend.

Pricing:

Bannerflow’s pricing isn’t available publicly. You’ll need to request a quote through their website.

Social Media Management Tools

16. Social Tracker

You can use Semrush’s Social Tracker to track your competitor’s social media accounts and get a better understanding of what kind of social media content is popular with your target audience.

It supports most popular social media platforms, including Facebook, Instagram (Business accounts only), X (formerly Twitter), YouTube, and Pinterest.

What We Like:

Social Tracker lets you review your competition’s top content at a glance, as well as sort top-performing posts by the total number of engagements or the engagement rate.

Pricing:

The Social Tracker is available as a paid add-on ($19.75/month) on top of Semrush’s regular paid plans:

• Pro ($139.95/month)
• Guru ($249.95/month)
• Business ($499.95/month)

17. Brand Monitoring

Semrush’s Brand Monitoring app helps you track mentions of your brand or your competitors’ brands across the web.

It can monitor mentions across a variety of news websites, social media platforms, and other online platforms.

You can review the mentions in a feed-like interface and filter them by date, type, and more.

What We Like:

Brand Monitoring gives you the option to set up alerts and get daily, weekly, or monthly email digests containing the latest mentions.

Pricing:

You can use the free seven-day trial to try out the app. If you’d like to continue using the app after the trial period is over, you’ll need to opt for the paid plan, which costs $49/month.

18. Buffer

Buffer is a social media marketing and management platform that helps brands manage all their social media channels from a single location.

You can use it to schedule posts across most popular social media platforms, including Facebook, Instagram, LinkedIn, Pinterest, and TikTok. And manage all your brand’s social media messages and comments from a central inbox.

The calendar feature allows you to review your social posting schedule at a glance and make edits using the drag-and-drop interface.

Buffer also offers approval workflows that simplify collaboration and help ensure all your posts are up to brand standards.

The extensive analytics features let you review the performance of your social content, compare paid and organic results, and see if you’re reaching the right audience.

What We Like:

Buffer can analyze the performance of your social posts to provide you with the optimal time for posting your content to achieve maximum engagement.

Pricing:

Buffer offers a limited free plan that lets you connect up to three social media channels. Paid plans include:

• Essentials ($6/month for one channel)
• Team ($12/month for one channel)
• Agency ($12/month for 10 channels)

19. Hootsuite

Hootsuite allows you to draft, schedule, and publish content across Facebook, Instagram, LinkedIn, X, YouTube, TikTok, and Pinterest.

It offers a bulk scheduling feature that lets you schedule hundreds of posts ahead of time.

There’s also the social media calendar that lets you review your scheduled posts at a glance.

And the unified social media inbox allows you to reply to messages and comments from one central location.

Hootsuite also supports social listening—it can monitor social media platforms for mentions of your brand so that you can stay on top of your reputation at all times.

What We Like:

Hootsuite’s OwlyWriter AI feature can save hours of your time by using artificial intelligence to help you generate post ideas, captions, and hashtags in seconds.

Pricing:

Hootsuite offers a free 30-day trial you can use to test out the software. Paid plans include:

• Professional ($99/month)
• Team ($249/month)
• Enterprise (custom pricing)

Customer Experience (CX) and Personalization Tools

20. Hotjar

Hotjar’s suite of tools includes three products: “Observe,” “Ask,” and “Engage.”

“Observe” offers heatmaps and session recordings that allow you to get a better understanding of how visitors use your website.

“Ask” centers on getting feedback on your website experience through feedback forms and surveys.

“Engage” lets you conduct one-on-one user interviews to learn how you can improve your website and offering.

What We Like:

Hotjar’s Funnels feature gives you a visual representation of all the stages in your customer journey.

It shows you at which stages visitors are dropping off so that you can identify issues and points of friction and address them to improve the customer experience.

Pricing:

All of Hotjar’s products come with a limited free plan. Paid plans include:

• Observe
  • Plus ($39/month for up to 100 daily sessions)
  • Business ($99/month for 500 daily sessions)
  • Scale ($213/month for 500 daily sessions)
• Ask
  • Plus ($59/month for up to 250 monthly responses)
  • Business ($79/month for 500 monthly responses)
  • Scale ($159/month for 500 monthly responses)
• Engage
  • Plus ($350/month)
  • Business ($550/month)
  • Scale (custom pricing)

21. Dynamic Yield

Dynamic Yield helps brands create hyper-personalized customer experiences to improve customer satisfaction and increase conversion rates.

It supports creating personalized experiences on your website, through your email campaigns, and within your ad campaigns. 

Some examples of personalized experiences you can create using the platform include product recommendations, personalized web content, and customized ad messaging.

What We Like:

Dynamic Yield’s Predictive Targeting feature identifies the best personalization opportunities for each customer segment and serves highly personalized customer experiences automatically.

Pricing:

Dynamic Yield’s pricing isn’t available publicly. You can request a quote through their website.

Data Management and Integration Tools

22. Supermetrics

Supermetrics helps businesses integrate data from over 150 platforms.

First, you import data from the platforms you use. Then, Supermetrics blends and transforms the data automatically into a meaningful format.

It can help you visualize your data using a variety of different chart types and report templates.

From here, you can analyze your data and extract the insights you need to make data-driven decisions.

What We Like:

Supermetrics offers an AI summarization feature that can analyze your data and provide meaningful overviews that you can review at a glance.

Pricing:

Supermetrics’ pricing depends on the number and type of platforms you’d like to import data from. Different platforms come with different pricing plans, most of which are not available publicly.

To get an exact quote, reach out to Supermetrics and describe your specific needs.

23. Segment

Segment is a customer data platform that helps businesses store and use customer data.

It collects events from your website or app and unifies them to provide you with a complete view of each customer.

You can then use this information to create personalized customer experiences across your website, email marketing campaigns, and other marketing channels.

What We Like:

Segment’s drag-and-drop visual builder helps you create personalized multi-channel journeys in minutes.

Pricing:

Segment offers a free plan that’s limited to two data sources and 1,000 visitors per month. Paid plans include:

• Team (starts at $120/month)
• Business (custom pricing)

24. Whatagraph

Whatagraph offers an all-in-one marketing data platform that helps you connect, visualize, and analyze your data.

It allows you to organize data in any way that’s helpful to you. Use it to group, aggregate, or blend your data to create insightful reports that will help you make data-driven decisions for your business.

It only takes a few clicks to turn your data into charts, graphs, or reports that you can present to stakeholders.

What We Like:

Whatagraph lets you create custom dashboards that update in real time. You can then share these with stakeholders, who can explore the data further at their own pace.

Pricing:

You can reach out to Whatagraph’s sales team to request a free trial. Paid plans include:

• Professional ($245/month, billed annually)
• Premium ($492/month, billed annually)
• Custom (custom pricing)

Embrace the Power of Martech Tools for Marketing Success

Use this martech tools list to optimize your online marketing efforts and get a better return on your marketing spend.

Semrush’s suite of top martech tools—like the Keyword Magic Tool, the Advertising Research tool, and Social Tracker—offers everything you need to get results from your online marketing. 

Get started today with a free Semrush account and manage your SEO, PPC, content marketing, and social media marketing campaigns from a single platform.