Having the right tools in your martech stack is a core part of running effective digital marketing today. From analytics and email automation to CRM, social media management and project planning, marketing teams rely on technology to work more efficiently, connect data across channels and make better decisions.
But building a strong stack is no longer just about collecting as many tools as possible. In 2026, the challenge is choosing tools that integrate well, support your team’s workflows, and actually get used. With thousands of martech solutions now available, marketers need a stack that is practical, scalable and aligned with their goals.
TL;DR – Article summary
Building a strong martech stack in 2026 is not about using as many tools as possible. It is about choosing the right mix of tools to help your team work more efficiently, connect data across channels, automate key tasks and improve the customer experience. In this guide, we look at some of the top martech tools across analytics and CRO, email marketing, social media, CRM and project management, along with what to consider when building a stack that fits your goals, budget and workflows.
So what is a martech stack, why does it matter and which tools are worth considering today?
In this guide, we look at some of the top martech tools across five core categories: analytics and CRO, email marketing, social media, CRM and project management.
What is a Martech Stack?
A Martech stack, or Marketing Technology Stack, is the collection of tools a business uses to support its marketing activities across digital channels. These tools can help teams analyse performance, automate campaigns, manage customer relationships, coordinate work and improve the customer experience.
The exact stack will vary from one business to another. A small team may prioritise ease of use and affordability, while a larger organisation may place more emphasis on integrations, governance, scalability and cross-team collaboration.
Why invest in a Martech Stack?
The martech space continues to evolve at a rapid pace, giving marketers more choice than ever before, but also making tool selection more complex. According to Chiefmartec’s latest published Marketing Technology Landscape, the market grew to 15,384 solutions in 2025, up from 14,106 the year before and more than 100 times larger than it was in 2011. That growth highlights just how important it has become for marketers to build a stack that is not only effective, but also manageable and well integrated.
Source: Chiefmartech
In 2026, the conversation is no longer just about adding more tools. It is increasingly about choosing technology that helps teams work smarter with data, automation and AI. Chiefmartec’s Martech for 2026 report, published on December 2nd 2025, highlights major themes such as AI agents, AI-native martech, context engineering, automation and the changing role of marketing operations. In other words, investing in a martech stack today is not simply about keeping up with a crowded market. It is about building a setup that helps your team stay efficient, adaptable and ready for what modern marketing now requires.
Creating your own Martech Stack
Before you jump right in and start researching tools, it’s important to do your homework first. Start thinking about which tools you need to reach your goals and why, what kind of budget you have for doing so, and who will be involved in managing these technologies.
With that in mind, let’s get started with the 2026 overview of tools for your Martech Stack…
Top 27 Tools For Your 2026 Martech Stack
In the overview of martech tools below, Mopinion covers five key categories that nearly every business tends to start out with: analytics, email marketing, social media, CRM and project management.
Let’s start with the first one: analytics.
Analytics and CRO Tools
Rather than being used as a method for fine-tuning marketing activities, analytics tools are often used to measure performance and effectiveness of other martech tools in this list. Proper analytics tools, however can deliver a lot in terms of customer experience, conversions and overall usability of your website. The results you receive from the collection and analysis of website data (whether that’s customer feedback analytics, web analytics, or clicks) will help you identify what’s working and what isn’t so you can make meaningful changes to your website. If conversion optimisation is part of your strategy it is useful to start testing, for example with an A/B testing tool. Discover what you can improve for CRO.
1. Google Analytics
Google Analytics is one of the most popular web analytics tools and for a good reason. This free Google-powered tool provides a well-rounded dose of prescriptive and predictive analytics. Google Analytics helps you follow trends and understand user flows, however you’ll need to follow a tutorial to use it properly as sometimes it can be difficult to interpret the data without any prior knowledge of how it works.
Website: www.analytics.google.com
2. Mopinion – Part of Netigate
Mopinion, now part of Netigate, is an all-in-one digital feedback platform that helps teams collect and analyse feedback across websites, mobile apps and email campaigns. With an easy-to-use interface, users can build, design and configure feedback forms to fit their brand and goals, target specific visitor groups, and better understand why users are struggling to convert. Once feedback is collected, teams can analyse it in customisable dashboards, share insights internally and act on issues faster with smart alerts.
As part of Netigate, Mopinion also plays a role in a broader experience management offering that combines digital feedback with AI-powered analysis and insights from other customer and employee touchpoints. This gives organisations a more complete view of the experience across the journey, while helping them move from simply collecting feedback to understanding patterns and taking action.
Website: www.mopinion.com
3. KissMetrics
This product and marketing analytics tool focuses on visitor behavior on the site, first-time visitor conversions and return visitor conversions. What really sets this tool apart from the rest is that it enables users to map out visitor steps starting from the page they start on all the way to conversion completion (e.g. based on the conversion goal you’ve set). In other words, you can tie data to an actual person unlike Google Analytics. Having this in your arsenal will help you increase your conversion goals.
Website: www.kissmetrics.io
4. Qlik Sense
Qlik Sense, part of Qlik, is a data analytics platform which offers an associative analytics engine, sophisticated AI, and scalable multi-cloud architecture. The platform is easily scalable and works with a set of APIs. With intuitive data prep, drag-and-drop abilities and drill-down features, organisations can easily spot and share data relationships and key insights quickly and efficiently. This tool also offers free editions.
Website: www.qlik.com
5. Mixpanel
Mixpanel is an analytics tool that really focuses on the user interactions with both website and mobile applications. This tool provides targeted communication with visitors (including e-mails and smart notifications), in-app A/B tests and user survey forms. Additionally, you can visualise the data collected in less than 10 minutes. Another benefit? Mixpanel offers a ‘freemium’. However, if you want more access with additional services, they have a custom pricing model all the way up to the enterprise level.
Website: www.mixpanel.com
6. Tableau
Tableau is a data analytics tool with a relatively low learning curve. This tool does a great job of slicing and dicing your data and creating great visualisations and dashboards. Tableau can create better visualisations than Excel and can most definitely handle much more data than Excel can. If you want interactivity in your plots, then Tableau is definitely the way to go.
Website: www.tableau.com
7. Optimizely
If you want to experiment, start using a testing tool. Optimizely is an A/B testing tool, so you can experiment with subject lines, new content and campaigns. Try different CTAs and forms and boost conversions by learning from the results. Optimizely makes it possible to personalise the customer journey for each channel.
Website: www.optimizely.com
Email Marketing Tools
Email marketing is a cost-effective and efficient way of not only acquiring new customers and boosting sales, but also building brand awareness and gaining trust. This makes it an ideal category to include in your martech stack.
8. Mailchimp
Mailchimp is a very well-known email marketing tool that integrates with popular apps and services. This tool allows you to easily sync your data from those services, import content from other sources, and learn how your campaigns are affecting your business. Along with reports to show you how well you’re connecting with your audience and how much money you’re bringing in, Mailchimp gives you tips for improvement. Mailchimp Mobile Dashboard enables you to check in from anywhere.
Website: www.mailchimp.com
9. Campaign Monitor
A very popular email marketing tool, Campaign Monitor provides its users with an easy-to-use drag and drop email builder as well as a drag-and-drop segmentation tool (for creating different campaigns with different contacts). Using their email template, users can customise emails to fit perfectly with their brand. This email marketing tool also offers A/B testing to optimise test subject lines, sender details and email designs.
Website: www.campaignmonitor.com
10. ActiveCampaign
ActiveCampaign is a powerful and easy-to-use email marketing automation and sales CRM platform designed for small businesses on a budget. Users range from bloggers and startups to marketing teams at companies of all shapes and sizes. ActiveCampaign’s built-in CRM seamlessly links up to all your email marketing data, allowing sales teams to act quickly.
Website: www.activecampaign.com
11. AWeber
AWeber is another popular email marketing tool with a number of great features. Using a drag and drop editor, users can easily create automated emails and make use of their high-quality autoresponder capabilities. Users can also create subscription forms and place them on the website, blog or Facebook page. Within this tool, you can pull up charts showing how many contacts opened emails or clicked on links within your message.
Website: www.aweber.com
12. GetResponse
GetResponse is an email marketing tool that helps businesses both maintain their contacts as well as coordinate professional marketing campaigns. It offers a very easy-to-manage database, users can create individual campaigns and manage multiple emailing lists within the software. GetResponse can also be used to build landing pages and surveys and publish newsletters on social media accounts such as Twitter and Facebook.
Website: www.getresponse.com
Social Media Tools
Social media tools are ideal for tracking social media campaigns. This includes curating content, scheduling posts, staying on top of social conversations and reviewing social analytics. These tools are a great addition to your martech stack as they save a lot of time and energy. Here are our favorites…
13. Buffer
A rather similar tool to Hootsuite, Buffer is another social media tool and content management platform. This tool makes it very simple and easy to schedule posts, track the performance of your content and manage all of your accounts in one place rather than signing in to multiple accounts. With Buffer you can instantly see which posts are performing best, so you can do more of what works and continually increase engagement.
Website: www.buffer.com
14. BuzzSumo
BuzzSumo is a social media analytics tool with a powerful social media search engine that enables users to find/analyse best content in any niche. This content marketing tool helps you improve your outreach and influencer marketing by searching for key influencers in any topic area and following them directly in BuzzSumo. BuzzSumo users can now export all results such as content curators, influencers and most shared content as a CSV or Excel file for detailed analysis.
Website: www.buzzsumo.com
15. Hootsuite
Hootsuite is a social media tool used for managing social media sites and launching marketing campaigns. It offers a social media dashboard that helps users collaborate and schedule updates for various social media channels such as Twitter, Facebook, LinkedIn and WordPress. Users can also track campaign results and industry trends to adjust their strategy.
Website: www.hootsuite.com
16. Metricool
Metricool is a social media management tool that helps teams plan, schedule, analyse and manage content across multiple platforms in one place. It is especially useful for marketers who want a combination of publishing, reporting and competitor analysis without making their workflow too complicated. With features for analytics, bulk scheduling, inbox management and performance tracking, Metricool is a strong addition to a modern martech stack.
Website: www.metricool.com
17. Sprout Social
Sprout Social is a suite of social media analytics tools catered to small and midsize businesses. Easily create engagement reports that accumulate data from all social profiles, including the number of competitors and growth on each channel, content habits, engagement habits and more. This tool is also unique in that it also offers social CRM capabilities, which provide sales and marketing tools for engaging prospects and leads.
Website: www.sproutsocial.com
CRM Software
CRM software lies at the heart of most marketing and sales operations. These types of tools are great for preventing silos and making information available to all members of the team. Not to mention, it is an efficient way of obtaining a more complete view of the customer.
18. Salesforce
You’ve all probably heard of these guys. After all, SalesForce CRM has the largest share on the market. The software combines lead management, marketing automation, sales data, partner management features for a ‘systematic lead-to-conversion approach’. It has a pretty cool visual workflow as well where you can drag-and-drop things like deals, discounts and expenses. Additionally SalesForce offers a variety of modules including: Sales Cloud, Sales Performance, Sales Collaboration, Marketing Cloud, and more.
Website: www.salesforce.com
19. HubSpot CRM
HubSpot CRM is a rather popular CRM software. It is intended for both enterprise businesses as well as businesses still recognising the value of CRM. The software includes all of the basic features provided by CRM software, allowing you to keep track of your company’s activities, including contacts and company profiles, assigning and tracking deals, and managing all of that data in a detailed dashboard (visible to all team members).
Website: www.hubspot.com
20. Microsoft Dynamics 365
Microsoft also has its own CRM software known as Microsoft Dynamics 365. This software is great for boosting lead tracking, sales and helping out with operations done via mobile and cloud-based business applications. And as you might’ve guessed by the name, users can obtain a 360 degree view of their customers thanks to this software’s ability to transform customer behaviour into valuable data and insights.
Website: www.dynamics.microsoft.com
21. Salesmate CRM
With Salesmate CRM you can speed up the sales processes and offer customers a personalised experience. Manage your contacts effectively and keep track of all related sales activities. This tool is also perfect for sending out email campaigns and you’ll know what happens to your emails once you hit send. As a Small Business you appreciate flexibility and scalability and Salesmate understands these needs. Some unique features within this CRM software include: Prospect & Lead Engagement, Sales Pipeline & Activity Tracking, Sales Automation & Sequences and more.
Website: www.salesmate.io
22. Freshworks CRM
Freshworks CRM enables you to automatically capture your website visitors as sales leads and group them based on their engagement with your website. Assign them to the right salespeople on your team. Reach out to each lead with complete context and track deals by the personalised pipelines.
Website: www.freshworks.com
Project Management Software
If your team is looking for a tool that facilitates smooth collaboration among team members, then project management software is the answer. This type of software enables project managers as well as entire teams to control their budget, quality management and all documentation exchanged throughout a project. Here are some of the best tools:
23. Trello
Trello is a visual project management software for planning tasks and projects. While commonly used by agile software development teams, the solution is also used in other departments such as marketing, sales, support and HR. It works great for customer journey maps too: Trello makes it much easier for teams to work together organising, prioritising and creating detailed maps. Users can add comments or attachments to ‘cards’ (which represent tasks). Trello integrates with a number of online applications including JIRA Cloud, Bitbucket Cloud, Google Drive, GitHub and Slack.
Website: www.trello.com
24. Jive
Jive is a leading project management software that connects team members, upper management personnel, and other relevant parties in the corporate environment. It has lots of advanced features and capabilities, all aimed to help businesses achieve strategic alignment and improve productivity for employees and teams. In terms of customer journey maps, it enables users to identify major influencers as well as track various trends and optimise engagement online. Users can also track every stage of the customer lifecycle.
Website: www.jivesoftware.com
25. Slack
Slack is a well-known and powerful team messaging app and project management software. It offers private and public channels that facilitate conversation and interaction, across organisations as well as between small teams (internally). Messages, notifications, files and projects can be archived for later review or search. A great tool for tightening organisational efficiency!
Website: www.slack.com
26. Monday
Start with Monday.com by creating your personal workflow. With this workflow you can visualise and highlight elements like time management, text or locations. You can share and work with this tool with your whole team and save time by only recording the important documents and conversations.
Website: www.monday.com
27. Asana
In order to keep work organised, the Asana project management software offers Tasks, projects, conversations and dashboards. Many satisfied users say that the catchiest feature this tool has to offer is the ability to add customer fields and track only what is important to you. The software also offers Team Pages where ideas and conversations are shared for all to see as well as a ‘Smart Box’ where team members receive only important project updates rather than all messages back and forth. It can be integrated with a large number of other systems including Google Drive, DropBox, Github, MailChimp and more.
Website: www.asana.com
Start creating your Martech Stack today!
As you might have noticed, this overview obviously does not cover all of the tools out there, seeing as there are thousands of options as well as many other martech categories we have not covered here, such as SEO, advertising, content management and more. But it is a great start for those of you looking to build your martech stack or incorporate new tools into the mix.
Good luck in building up your stack this year!
Ready to see Mopinion in action?
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