What Are The Most Popular MarTech Tools According To 110 Stackies?

Always wondered how you stack up? We created a benchmark of 110 MarTech stackies crafted by 92 companies who mention 785 unique tools 2,623 times. Discover which of the 5,000+ MarTech tools they’re using, and how your stack compares.

The Marketing Technology Landscape of 2017 shows 5,208 vendor logos across 46 categories. It’s a 52% increase over the previous Landscape. How to find tools that are the most suitable for your situation? If only we could have a look at what MarTech tools other companies use, right?

Well, we believe that the MarTech stackies awards did exactly deliver that insight. A kind of popularity vote of your marketing peers in the field. Popular as in: most used in stackies over the years. With 110 stackies out there, we believe the insights are starting to get very interesting. And we are not the only ones having that opinion...

Let the 'Voice of MarTech' begin

Over the last three years (2015-2017), 92 companies sent in 110 marketing technology stacks to compete for the Stackies Awards. Time to update our blog post of 2015: 3 Things You Can Learn From 21 MarTech Stacks. We analyzed 110 stacks in total, which was, as you can imagine, quite a task. But a rewarding one.

We embarked upon a quest to find out exactly which vendors were used by these companies’ marketing technology stacks. We mapped those vendors against the famous Marketing Technology Landscape. Then, we mapped the tools from the stackies against the MarTech categories and Sub-categories.

Here are the 5 things we discovered.

#1. Which vendors are most popular

#2. Which MarTech categories are most popular

#3. Which MarTech tools are most popular in each category

#4. Which MarTech sub-categories are most popular

#5. Which MarTech tools are most popular in each sub-category

#1. Which vendors are most popular

The 10 most often mentioned vendors are.

76%   Google Analytics  

‍65%   Linkedin                

‍62%   Twitter                    

‍61%   Facebook

‍61%   Salesforce

‍52%   Wordpress

‍50%   Google Adwords

‍38%   Youtube

‍34%   Marketo

‍34%   Slack

• In 110 MarTech stacks combined, 785 unique vendors are mentioned.
• All stacks combined have 2623 vendor mentions.
• 484 vendors are mentioned only once, which is 61% of the total.
• 652 vendors are mentioned three times or less, which is 83% of the total.
• In 110 stacks, no less than 76% of stacks use Google Analytics.
• Only Google Analytics, LinkedIn, Twitter, Facebook, Salesforce, WordPress and Google Adwords are used in more than half of all stacks.
• The top 56 most popular vendors, which together make up only 7.13% of the total number vendors, are mentioned more often than the bottom 729 vendors, which make up 92.87%.
• The stacks are made up of 23.8 tools on average, ranging from 42 for the stack Microsoft sent in, to the 7 tools Informatica and Schneider Electric used to craft their stack.

In this graph, we’ve only show the tools that surfaced five times or more in the stackies.

Mentioning all tools including the ones mentioned just once, results in a long-tail seven times longer! Admittedly, it doesn't scale well in this blog format. Anyone in for printing a wall paper?

#2. Which MarTech categories are most popular

The MarTech Landscape is divided into six marketing categories, displayed as columns. Here’s how all 2623 vendor mentions fit into these categories, in absolute numbers and percentages. Some 600 mentions went to vendors not yet categorized.

#3. Which MarTech tools are most popular in each category

#4. Which MarTech sub-categories are most popular

The MarTech Landscape is further divided into 47 sub-areas or blocks. Here’s how the tools fit into the 10 most popular blocks.

310     11.8%   Search & Social Advertising

‍160     6.1%   Marketing Automation & Campaign/Lead Management

‍157     6.0%  SEO

‍138     5.3%   Collaboration

‍114     4.3%   CMS & Web Experience Management

‍102     3.9%   Sales Automation, Enablement & Intelligence

‍85       3.2%   Native/Content Advertising

‍82       3.1%    Social Media Marketing & Monitoring

‍80       3.0%   Optimization, Personalization & Testing

‍69       2.6%    Audience/Marketing Data & Data Enhancement

#5. Which MarTech tools are most popular in each sub-category

If you want to go into even more detail, here’s which tools fit into the 10 most popular blocks listed above.

Search & Social Advertising

‍Twitter 68

Facebook 67

Google Adwords 55

Gotowebinar 29

Instagram 27

Pinterest 15

Bing Ads 12

Adobe Illustrator 9

Linkedin Ads 6

Facebook Ads 5

‍

Marketing Automation & Campaign/Lead Management

‍Salesforce 67

Marketo 37

Hubspot 25

Oracle Eloqua 9

Sitecore 5

Integrate 3

Leadlander 3

Activecampaign 2

Drip 2

Sas 2

‍

‍SEO

‍Google Analytics 84

Moz 30

Semrush 13

Bing 6

Brightedge 6

Conductor 4

Screamingfrog 3

Spyfu 3

Yoast 3

Ahrefs 2

‍

‍Collaboration

‍Slack 37

Dropbox 14

Google+ 14

Google Drive 13

Skype 11

Intercom 10

Box 8

Invision 8

Gotomeeting 7

MS Office 6

‍

‍CMS & Web Experience Management

‍Wordpress 57

Adobe Creative Cloud 15

Slideshare 11

Adobe Photoshop 7

Drupal 7

Squarespace 5

Acquia 3

Pantheon 2

Zoho 2

Alfresco 1

‍

‍Sales Automation, Enablement & Intelligence

‍Salesloft 17

Salesforce Pardot 16

Datanyze 14

Insightsquared 8

Yesware 7

Docusign 5

Pipedrive 5

Outreach 3

Savo 3

Cirrus Insight 2

‍

‍Native/Content Advertising

‍Linkedin 72

Disqus 7

Outbrain 2

Amazon 1

Nativo 1

Reddit 1

Stackadapt 1

‍

‍Social Media Marketing & Monitoring

‍Hootsuite 35

Buffer 17

Sproutsocial 11

Oktopost 4

Socedo 3

Ecairn 2

Audiense 1

Edgar 1

Geofeedia 1

Keyhole 1

‍

‍Optimization, Personalization & Testing

‍Optimizely 36

Unbounce 13

Pfl 5

Sumo 5

Google Optimize 3

Instapage 3

Brightinfo 2

Knak 2

Usertesting 2

Baynote 1

‍

‍Audience/Marketing Data & Data Enhancement

‍Zoominfo 11

Discoverorg 8

Builtwith 7

Salesforce Data.Com 6

Reachforce 4

Ringlead 4

Similarweb 4

Cloudingo 3

Datafox 3

Informatica 2