MarTech Stack 2024

23 Jan


Written by

Marvellous Aham-adi




MarTech Stack 2024
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The marketing technology landscape, often referred to as MarTech, has seen dramatic growth over the years. Worldwide, the MarTech industry is valued at 344.8 billion dollars. And this is no surprise. 

As the digital realm continues to shape and redefine the marketing landscape, organizations are recognizing the importance of harnessing the potential of technology to drive their marketing strategies forward. 62 percent of respondents in a Gartner Survey say they have deployed or plan to deploy a marketing technology solution in their business. 

With a marketing technology stack, businesses can easily collect and analyze data to make informed decisions, personalize customer experiences, automate tasks for efficiency, and expand their presence on digital platforms.

However, you should also note that in this era of marketing where visuals and multimedia content reign supreme, businesses need a Digital Asset Management (DAM) system to build an optimized MarTech stack.

But why is it critical to integrate a DAM tool into your MarTech stack? 

Centralized and Organized Asset Management: A DAM system acts as a central hub for all digital assets. It provides a structured repository where businesses can easily store, organize, and categorize their files. So by integrating your DAM with the tools in your stack, you get easy access to all your digital assets. 

This eliminates the time that would have been wasted searching for files across multiple platforms and shared drives. Marketers can focus more on creating compelling campaigns and delivering engaging content.

Enhanced Collaborative Workflows: With a DAM system, teams can seamlessly collaborate on projects. Marketers, designers, and other stakeholders using different tools in your stack can access the same set of approved assets from your DAM. This will reduce the risk of using outdated or inconsistent materials. It also fosters efficient collaboration

Brand Consistency and Compliance: Consistency is pivotal for brand integrity. A DAM system allows businesses to maintain control over their brand assets by ensuring that only approved, on-brand materials are accessible across the organization. It also helps in adhering to compliance regulations by providing version control and usage rights management.

Embracing a DAM system like Wedia unlocks the true potential of your MarTech stack. It provides a solid foundation for successful marketing and digital campaigns. 

Now that we have seen the importance of DAM platforms and the role they play in optimizing your stack for success, in the rest of this article, we will see a list of software that businesses can add to their Martech stack in 2024. The article will be divided into categories. We will also see how your DAM tool can team up with the tools in your stack. 

Let’s get started. 

1. Analytics & Data Capture

Analytics and data capture provide essential insights that can help businesses make informed decisions. By analyzing data, businesses can identify patterns, trends, and correlations. This will help them better understand customer preferences, market demand, and potential opportunities. 

And when a DAM is integrated with analytics and reporting tools, you can unlock valuable data insights about your content. For instance, Wedia DAM's integration with Tableau makes it easy for businesses to generate comprehensive reports that provide insights into the performance of their digital assets. By analyzing and interpreting the data from the reports, you gain a better understanding of what works well and can optimize your content strategy accordingly.


Tableau screenshot

Tableau is a business intelligence and analytics software that helps businesses make sense of their data. It lets users create visualizations, like charts and graphs, that make it easy to understand complex information and spot patterns. Tableau connects to different data sources, allowing users to bring all their data together for a comprehensive view. Its advanced analytical tools enable users to perform calculations, predictions, and in-depth analysis. With real-time data interaction, users can explore and update their data on the fly. Tableau also supports collaboration. Its accessibility across devices makes it convenient to access and analyze data from anywhere. 

In a nutshell, Tableau simplifies data analysis, empowering businesses to make informed decisions. 


Klipfolio screenshot

Klipfolio is a cloud-based business intelligence and data visualization platform that provides a wide range of features to help you monitor and analyze your key business metrics. 

One of Klipfolio's strengths is its ability to connect with various data sources, including popular marketing tools, databases, spreadsheets, and even Application Programming Interface (APIs). This lets you pull real-time data from multiple sources, ensuring you're always working with the most up-to-date information.

The platform also provides flexible data manipulation options. Users can apply mathematical functions, filters, grouping, and other operations to ensure their insights are accurate and relevant. This flexibility makes it easy to customize data to meet specific business requirements.  Klipfolio also offers a wide range of visualizations. With an extensive library of charts, graphs, and visual components, you can create meaningful visual representations of your data.

These features make Klipfolio an outstanding tool for seamlessly integrating data, manipulating it to suit your needs, and creating impactful visualizations for data analysis and reporting. 

2. Customer Relationship Management

Customer Relationship Management (CRM) plays a crucial role in business success. It helps businesses deliver exceptional customer experiences by allowing them to understand their customers better. With a centralized database of customer information, businesses can personalize interactions, provide timely support, and tailor their products or services to meet customer needs.

When you integrate your DAM tool with a CRM platform, you provide your sales and customer service teams with easy access to the right assets directly within their CRM interface. Teams will be able to quickly share marketing collateral, product videos, case studies, and other valuable content with customers during sales interactions or support conversations. This enhances customer engagement, provides a more personalized experience, and helps build stronger relationships.


Pipedrive screenshot

Pipedrive is a CRM software that offers essential features to streamline sales processes and manage customer relationships effectively. With its visual pipeline management, businesses can track deals at each stage, ensuring transparency and efficient sales management. Pipedrive automates lead nurturing, allowing businesses to never miss a follow-up. The software also integrates with email providers, tracks email conversations, and provides insightful sales reporting and analytics. 

It's a user-friendly CRM tool that helps businesses optimize their sales efforts and cultivate strong customer relationships. 


Salesforce screenshot

Companies big and small have woven Salesforce into the fabric of their operations, relying on its suite of robust and innovative solutions. Its extensive range of cloud-based tools covers sales, service, marketing, analytics, and more.

From customizable dashboards to its powerful automation capabilities, Salesforce enables businesses to optimize their operations and improve productivity. With its comprehensive suite of tools, customer service teams can deliver personalized support and manage inquiries seamlessly. Sales teams are also able to manage leads, close deals, and track performance efficiently.

Simply put, Salesforce is a  comprehensive platform that helps businesses streamline operations, boost sales, and enhance customer relationships, all in one place. 

3. Email Marketing

Email marketing is a valuable strategy for businesses as it allows them to directly communicate with customers in a personalized way. It is cost-effective, reaching a wide audience instantly. 

Integrating your DAM and email marketing platforms will ensure that you're using up-to-date branded assets in your email campaigns. From logos to images, you can easily access approved assets stored in the DAM and maintain a consistent brand identity across all your email communications. 


Sender screenshot

Sender is an all-in-one email marketing platform that offers a variety of features to help businesses with their email campaigns. It provides a user-friendly drag-and-drop editor for creating visually appealing emails without coding. Sender's behavioral automation feature allows businesses to automate campaigns based on customer actions, while personalization tools enable customized content. A/B testing helps optimize campaign elements, and subscriber management features make it easy to manage email lists. With detailed analytics and reporting, businesses can also track campaign performance. Sender also prioritizes email deliverability and compliance. 

Overall, it's a robust platform for businesses looking to enhance email marketing efforts and engage with customers effectively.


Omnisend screenshot

Omnisend is a marketing automation platform that offers a range of features. With Omnisend, you can create engaging campaigns that run across multiple channels like email, SMS, and push notifications. Their marketing tool allows users to design beautiful templates and send targeted campaigns to specific customer groups. You can also create signup forms, segment your audience, and automate workflows based on specific events or behaviors. 

Omnisend aims to provide everything you need to connect with your customers. It's great for boosting engagement, increasing conversions, and nurturing strong customer relationships. 

4. Engagement and Lead Generation

Engagement and lead generation are essential for your business's success. Engagement involves creating meaningful interactions with your audience. On the other hand, lead generation focuses on attracting potential customers and converting them into leads. Prioritizing both engagement and lead generation sets the stage for business growth, customer satisfaction, and long-term success. 

Here, having a DAM tool makes it easy for you to distribute targeted content to your audience. The integration streamlines the process of delivering relevant assets, such as whitepapers, ebooks, videos, or presentations, directly to potential leads or customers. 


OptinMonster screenshot

OptinMonster is a lead generation and conversion optimization platform that helps businesses generate leads and improve sales. With OptinMonster, you can create opt-in forms using their intuitive drag-and-drop builder, even if you have no coding experience. Their exit-intent technology detects when visitors are about to leave your website and displays targeted campaigns to convert them at the last moment. You can also run A/B tests, personalize your campaigns, and choose from various campaign types like pop-ups and slide-ins. 

OptinMonster provides valuable analytics to track performance and make data-driven decisions. It's a great tool to boost conversions, capture leads, and grow your business. 


CallPage screenshot

CallPage is a platform designed to convert website visitors into sales calls while providing features that enhance lead generation and conversion. Their callback widget allows visitors to request immediate callbacks, ensuring quick connections with your sales team. With smart routing, calls are directed to the appropriate person or department based on availability and other factors. CallPage also captures lead information during the callback process, allowing for efficient follow-up. Comprehensive analytics and integration with other tools further enhance the sales process. 

CallPage simplifies the process of turning website visitors into valuable sales calls, optimizing lead generation and customer acquisition. 

5. Social Media Management

Social media allows businesses to reach a vast audience and be discovered by potential customers who may not have known about their products or services otherwise. It provides a cost-effective channel for direct customer communication, allowing businesses to listen to their feedback, address concerns, and provide support in real-time.

When you integrate your DAM tool with social media management platforms, you can seamlessly access and utilize your stored assets directly within the social media platform. This eliminates the need to switch between different tools and simplifies the process of finding and incorporating images, videos, and other media into your social media posts.


Iconosquare screenshot

Iconosquare offers a comprehensive suite of features to enhance your social media management. Its analytics and reporting features make it easy to track your campaign performance and automate reporting. The post-scheduling and publishing feature allows you to plan and publish content across multiple platforms. Community management becomes a breeze as Iconosquare conveniently gathers comments, messages, and mentions in one place, enabling efficient interaction and quick responses.

Users can also stay ahead of the competition using the listening feature. By leveraging the listening feature, you gain valuable insights into customer sentiment, trends, and emerging topics. You can identify brand mentions, monitor user feedback, track competitor discussions, and even discover potential influencer opportunities.

Lastly, Iconosquare provides an AI-powered feature called AI Content Inspiration. When running low on ideas, users can use the tool to quickly generate content ideas tailored to their brand. 

These features help businesses and individuals make data-driven decisions to enhance their social media presence. From managing and analyzing accounts to optimizing content and engagement, Iconosquare is an all-in-one solution for social media success. Try for free


CoSchedule screenshot

CoSchedule is an all-in-one marketing calendar for planning and organizing all your business content and social media campaigns. Other features the platform offers include social media scheduling, customizable workflows for content creation, robust analytics to track campaign performance, collaboration tools for effective team management, and seamless integration with email marketing platforms. 

With CoSchedule, businesses can streamline their marketing efforts, stay organized, and achieve greater productivity. It's a comprehensive solution that empowers marketing teams to succeed. 

6. AdTech

Adtech, short for advertising technology, refers to using technology to optimize and streamline buying, selling, and displaying advertisements online. It encompasses various tools, platforms, and software that help with targeted advertising, audience measurement, ad delivery, and campaign management. 

Adtech enables advertisers to reach their target audience more effectively, increase engagement, and improve return on investment (ROI). Same as with the other tools in the stack, you can easily access approved brand assets from your DAM to be use used in your ad campaigns. This will not only make your ad creation process more effective but will ensure that your branding is consistent across campaigns. 


AdRoll screenshot

AdRoll is an advertising platform that specializes in retargeting and prospecting campaigns. It helps businesses show personalized ads to users who have visited their website before and expands their reach to find new potential customers. AdRoll enables businesses to reach their audience across different devices, create dynamic ads with personalized content, and provide advanced reporting and analytics to measure campaign performance. 

With seamless integrations and a user-friendly interface, AdRoll empowers businesses to optimize their advertising efforts and drive engagement and conversions. It's a valuable tool for businesses looking to reach their target audience effectively. 

Google Marketing Platform

Google Marketing Platform screenshot

With its extensive range of tools and capabilities, Google’s Marketing Platform has firmly positioned itself as an established force in the world of digital marketing.

Businesses have come to rely on the Google Marketing Platform for their online advertising needs. Its suite of powerful tools provides invaluable insights, enables efficient campaign management, and empowers marketers to reach their target audiences with precision.

From Google Ads and Google Analytics to Data Studio, this platform offers a comprehensive set of resources that cover the entire marketing journey. It allows for seamless integration across various channels, bringing together data, analytics, and creative solutions to optimize the effectiveness of marketing efforts. 

7. Project Management

Project management tools are essential for optimizing your marketing workflows. They streamline collaboration, keeping everyone on the same page and ensuring tasks are completed on time. With efficient workflow management, you can map out projects, assign tasks, and track progress effortlessly. 

Integration enables efficient collaboration and streamlined workflows between your DAM and project management platforms. Project teams can directly link assets from the DAM to specific project tasks or milestones. This will ensure that all team members have access to the relevant content right where they need it. screenshot is a powerful platform that helps businesses collaborate, manage projects, and coordinate teams. With customizable workflows, you can adapt it to fit your unique business needs. It offers project management tools for assigning tasks, tracking progress, and meeting deadlines. The visual project tracking feature provides clear overviews and timelines. Communication and collaboration tools also keep discussions and files organized. Its automation features streamline workflows while its reporting and analytics features enable data-driven decision-making. brings everything together in a central hub, making it an essential tool for businesses of all sizes and industries. 

FigJam by Figma

FigJam by Figma screenshot

FigJam is an exciting collaborative online whiteboarding tool developed by Figma. It stands out from other platforms by offering a more flexible experience. Instead of rigid Gantt charts, Kanban boards, and task lists, it embraces a freeform approach. 

FigJam offers an expansive blank canvas where teams can brainstorm and visualize ideas freely. This unstructured approach encourages creativity and allows for flexible collaboration. Virtual sticky notes and shapes that can be easily added, moved, and resized can be used to represent ideas, tasks, or any other form of information that your team needs to organize and track.

FigJam also offers a variety of premade templates and frameworks that assist with common business tasks like project planning, user journey mapping, and more. These serve as helpful starting points for teams to kickstart their collaborative work. The features of FigJam make it a versatile tool for teams looking to collaborate more visually. 

8. AI & Machine Learning

There are three main ways AI and machine learning will have the most impact on MarTech - 

  • Generative-AI can automate the creation of diverse marketing content, including social media posts, email campaigns, and ad copy.
  • Machine learning can be used to personalize at scale. Businesses can generate tailored product recommendations, email newsletters, and even customized landing pages for every customer. This will not only boost customer engagement but also lead to higher conversions.
  • Chatbots and other customer service tools can also be powered by AI. These tools can handle a large volume of customer inquiries simultaneously, providing swift responses and resolutions without any delay. This saves both customers and businesses valuable time. AI-powered tools also don't need breaks or sleep, which means they can be available to help customers round-the-clock. This ensures that customers can receive support whenever they need it, even outside of regular business hours.

Chat GPT

Chat GPT screenshot

Unless you've been living under a rock, you'll know what ChatGPT is. ChatGPT, powered by OpenAI's powerful language model, is a testament to the advancements in natural language processing and machine learning. 

ChatGPT has firmly established itself as a leading tool in the field of conversational AI. Powered by advanced language models and trained on extensive data, ChatGPT excels in understanding context, generating coherent responses, and adapting to various topics. 

As part of a MarTech stack, Chat GPT can serve as a virtual assistant, providing instant and automated support to customers. It can also be used to generate ideas, brainstorm topics, and provide initial drafts. 

These are just a few potential applications and benefits that Chat GPT could offer businesses. The specific features and use cases might vary depending on the implementation and customization for a particular business's needs. 


Cohere screenshot

Cohere is an AI platform that allows enterprise businesses to build conversational apps. It offers various features and tools to enhance customer support and automate interactions across an organization.

Some of the key features of the platform include the Coral tool for building chatbots and knowledge assistants, the Embed model for powerful search solutions, and Rerank for improving the relevance of search results. Additionally, Cohere offers customizable models, flexible deployment options, and privacy features to ensure that customer data is never used in training base models and that customers have complete control over customization and model inputs/outputs. 

Cohere provides an easy-to-use API that allows developers and businesses to integrate the power of LLMs into their applications without the need to build their own models. Their RAG toolkit ensures that the lLLMs accurately answer questions and solve tasks using enterprise data as the source of truth. 

Wedia’s DAM platform even offers Generative-AI features. Wedia AI is a free image generator tool that allows users to create unique images to inspire marketing content. Simply type in a text prompt, and the tool generates images for you, all conveniently located right within your DAM. To learn more about Wedia, try out our free personalized demo now.

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