6 Must-Have Marketing Tools from the Pros

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December 8, 2017

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6 Must-Have Marketing Tools from the Pros

You invest hours writing content, creating email marketing campaigns, advertising on social media, video marketing, etc. And then, there’s that hard question: Are your Marketing Efforts actually working?

These are the 6 magical tools that Marketing Experts around the world are using to answer that question:

1.Google Analytics

This is The Ultimate Analytic tool since 2005. With a great number of features and the reliability that only Google offers, it’s hard to compete with this tool. We asked Marketing Experts from different industries about their favorite tool to measure their Marketing Efforts and this one was by far the most popular. Here’s what they told us:

James Pollard, Marketing Consultant at TheAdvisorCoach.com: “Even though it is pretty common, I've found that the best tool for measuring marketing efforts is good old Google Analytics. You can set it up to have it report where your visitors are coming from, their demographic information, things they like, and more. You can also take a look and see from the analytics who is converting and who isn't.”

Google Analytics has the flexibility to adjust to different industries and companies’ needs. Demographic Information, sources of traffic and conversion are the most popular metrics.

“I use Google Analytics to track the actual users that visited the site and where they came from. If tracking codes are set up properly for various campaigns it's easy to see which is gaining the most links.” Says Stephen Gibson, Founder of Vyteo.com

Marketing Executive Teresa Walsh uses Google Analytics at Cazana.com: ”It allows you to see which marketing channels are converting customers, which channels bring you the most customers (for example SEO), what pages have the highest bounce rates etc. You can, therefore, focus your efforts and make more informed marketing decisions by focusing your time on what is actually working. ”

google analytics

2. Ahref

While Google Analytics can give you a clear view of who are your visitors, where are they coming from and which campaigns are working better, Ahref can put you in context. The main function of this tool is to help you monitor your niche and research what your competitors are doing.

Izaak Crook is a Digital Marketing Executive at appinstitute.com: “I'm personally a big fan of Ahrefs when it comes to measuring marketing performance. For me, it's the most useful SEO tool - with arguably the most accurate authority metrics in their UR and DR numbers - the index is also solid and it's a handy way to monitor backlinks. I've tried other tools - but for me, Ahrefs is the most complete suite - if you need one SEO tool I'd go for this one.”

It works basically like a mini search engine, that collects, process and storages data throughout the entire web 24/7. By searching for any keyword, you can have access to all the pages mentioning that word with its SEO Metrics.

Gregory Golinski works at YourParkingSpace.co.uk as a Digital Marketing Executive. He recommends using Ahrefs to measure your marketing efforts:

“This online tool helps you check your website's rankings on Google, see which of your content gets shared the most, and understand what your competitors are doing. It's a great way to see what's working with your marketing strategy, and what isn't.”


3. SEMRush

SEMRush defines itself as a “Research and Business Intelligence Software”. It collects data in a similar way as Ahref does, allowing Marketing Experts to research for information about their competitors and keywords. The big advantage is the possibility of tracking your own progress. Here are some of their most popular features:

  • Keyword Research
  • Site Audit
  • Keyword Ranking
  • Backlink Source
  • Competitive Analysis

“My favorite cloud-based marketing tool for measuring success is SEMRush.com. From measuring keyword rankings, to organic search traffic, to backlinks, to competitor comparisons, it gives me a nearly perfect view of where we stand and how we've grown.” Said Anna Daugherty, Digital Marketing Manager at PITSS.

With SEMRush you can check how your content is helping your Google Ranking. The best part? While you are doing this, you’ll get ideas for which keyword to use when it comes to new content. SEMRush

4. Pardot

Pardot is a marketing automation solution by Salesforce. It helps you create, deploy, and manage online marketing campaigns from one central platform. As a part of their service, they give you access to dozens of Marketing Performance reports, such as Content, Campaigns, Events, Emails, Conversions, etc. Plus, they offer add-on/Upgrade Reports.

Daniel Borup Jakobsen, VP Marketing at Plecto says about Pardot: "What ultimately makes Pardot much more than a marketing automation tool is the great reporting tool, which enables us to make fast and strategic decisions on which campaigns to discontinue and which to increase spend on."

Perhaps one of the most interesting reports that Pardot provides is the Lifecycle Report, which gives a great overview of the sales cycle and how prospects are moving through the funnel.

"As a company grows and starts to collect more leads, the importance of having automated processes becomes increasingly important. And by being able to track a prospect's journey from is key. Pardot enables us to get an in-depth overview of their path to conversion."-Says Daniel.

5. HubSpot

HubSpot is well known for the amazing possibilities for lead generation, managing deals, marketing automation and manage customer information.

HubSpot Marketing Analytics also allows you to measure your entire marketing funnel with built-in analytics, reports, and dashboards. You can track SEO by reporting the performance of your blog articles, landing pages, emails, social media posts, and backlinks.

They will present you a lot of the same information you will find on Google Analytics, and tie it through to information they've captured through reverse IP lookup and their tracking cookies.


Related Article: Ander Group uses PieSync to keep HubSpot, Google Contacts, MailChimp and Nimble in sync.

6. Analytics tools on Social Media

Facebook: With 2.07 billion monthly active users, Facebook is by far the biggest social network in the world. The information that Facebook provides, gets you closer to your customer than any other database. With Facebook Insights, you can learn at what time of the day are your followers the most active, demographic and geographic aspects and interests. You can also measure exposure (See how many paid and organic likes you have) and social engagement (likes, visits, reach...)

Twitter: With Twitter Analytic you can track your monthly performance and analyze each tweet to see which ones are working better.With Twitter's Analytic tool, you can also keep an eye on your engagement rates: likes, retweets, and replies. It also allows you to have a general view of your audience's interest.

twitter analytics

Take a look at our Recipe Book for Marketing Teams!

Here you will find out how to combine the power of your Marketing Apps to unify your customer data and improve the results of your Marketing Efforts.

About Claudia Martinez

Claudia helps the marketing team by producing awesome blogs, case studies, ebooks, and newsletters. This tech-savvy writer is constantly searching for that great story behind the use case. She also loves working with our partners to create unique co-marketing campaigns.