What Are the Preferred Marketing Tools for Content Teams in 2018?

December 20, 2018

 Marketing Tools are like Paintbrushes

What if your marketing toolbox vanished overnight?

That won’t happen, but have you actually inventoried all the marketing tools your team uses? It’s hard to pin down an average quantity, but you needn’t look far to find dozens of listicles detailing dozens upon dozens of marketing tools “we use daily.”

The more you ponder this tool-less scenario, the more you realize just how tool-dependent we’ve become. We perform our work within tools, using other tools. Meanwhile other automated tools are performing work on our behalf.

Forget decreased effectiveness — without our tools, we’re all but defunct.

Knowing its audience is gaga for marketing tools, Content Marketing Institute (CMI) recently asked 700 of its community members to select their favorite marketing tools in 34 categories. Our team of marketing tech fanatics was thrilled to see two of our tools amid the fan favorites: LinkedIn claimed the top spot in the account-based marketing (ABM) category and LinkedIn Website Demographics placed among the top five marketing analytics.

To help you optimize your company’s martech stack, we thought we’d highlight some of the favorites in other prominent categories as well.

What Are The Most Popular Marketing Tools Today?

Here’s a quick rundown of the five categories that received the most votes.

Preferred Digital Analytics Tools

Nearly two-thirds of marketers (58%) named Google Analytics as their top digital analytics tool. GA was the biggest runaway in the major categories, with a 23% higher “share” than the second-most popular major category winner.

  1. Google Analytics
  2. Adobe Analytics
  3. Moz
  4. IBM Digital Analytics
  5. Kissmetrics

Preferred Content Marketing Platforms

DivvyHQ (20%) pulled away from a crowded pack to claim the crown as the favorite content marketing platform. More than 400 people voted in this category, indicating that content marketing platforms have become a mainstay for marketing teams.

  1. DivvyHQ
  2. Contently
  3. PathFactory
  4. Uberflip
  5. Coschedule

Preferred Email Marketing Tools

As Kim Moutsos explains in CMI’s results, email is the go-to audience nurturing tool for 87% of marketers. When it comes to supporting this tactic, 33% of marketers prefer to use MailChimp.

  1. MailChimp
  2. HubSpot
  3. Salesforce
  4. Constant Contact
  5. Campaign Monitor/Emma (tie)

Preferred Project Management Tools

Of course, with all our teams, campaigns, and initiatives, we need a project management tool to make sure everyone has a handle on everything, including all those tools. About one in five marketers (19%) prefer Asana for staying organized.

  1. Asana
  2. Trello
  3. DivvyHQ
  4. Basecamp
  5. Microsoft Project

Preferred Team Collaboration Tools

According to Salesforce’s fourth annual State of Marketing Report, high-performing teams are 12.8x more likely than underperforming teams to heavily coordinate marketing efforts between touchpoints. With all of marketing’s moving parts, collaboration has become a competitive differentiator. Slack, with 35% of the vote, was the fan favorite for collaborating with teammates.

  1. Slack
  2. Trello
  3. DivvyHQ
  4. Confluence
  5. Evernote

Curious to know the fan favorites from the other categories? Check out the full post from CMI.

At this point, I think we can agree that we’re all fools for our marketing tools. And while it’s fun to play around with new technology, the most effective marketers tend to be more selective with their tools, often opting for fewer tools that feed into specific objectives.

To that end, assisting B2B organizations with account-based marketing efforts, and creating more accuracy and visibility around reporting, have been key focuses for us at LinkedIn, so we’re thrilled to be recognized by CMI’s passionate community. Thank you to all who voted!

Whether you’re looking to build brand awareness, promote thought leadership, generate quality leads, or drive event attendance, we’ve got tools that can help you make it happen. Get marketing tool tips and updates delivered when you subscribe to the LinkedIn Marketing Solutions blog.