According to a study we released earlier this year, 62% of marketing executives are using between 6 to 20 technologies, and 70% are planning to spend more on marketing technology in 2017.

Marketers have spoken: they’re using more marketing technologies and increasing their technology budgets. With many marketers using multiple technologies within the same function (as evident in the data below), technology is increasingly becoming a necessity to drive results.

So what are the tools and platforms they’re including in their tech stacks?

We surveyed 171 marketers to find out what they use within 3 areas: search marketing, social and content management, and collaboration and reporting.

 

1. 2 out of 3 Marketers Use Google Search Console for Backlink Management

SEARCH MARKETING BACKLINK GRAPH

When it comes to backlink management, 66.7% of marketers picked Google Search Console as their number one choice.

34.5% of marketers reported using Open Site Explorer, while 19.9% don’t manage their backlinks at all.

2. 90% of Marketers Rely on Google Adwords For PPC Management

SEARCH MARKETING PAID SEARCH GRAPH

This wasn’t even a contest: by an overwhelming ratio of 9:1, 87.1% of marketer chose Google Adwords as their go-to technology for paid search.

42.1% pay big money for major platforms like Marin, Kenshoo, or “other,” while 8.8% do not do paid search at all.

3. More Than Half of Marketers Don’t Monitor Site Speed

SITE MONITORING TOOL GRAPH

52.1% of marketers don’t use a site speed monitoring tool.

Why is this surprising? Website speed doesn’t just provide a better customer experience; it’s also one of the ranking factors used by Google.

4. 42% of Marketers Use WordPress as Their Content Management System

CONTENT MANAGEMENT GRAPH

42.7% of respondents use WordPress as their content management system, and 28.1% use Drupal.

We’re seeing this trend more and more: marketers are getting fed up with waiting around for IT, and are taking control of their own CMS.

11.1% chose “none that I know of” as their preferred CMS, which suggests that 11.1% of marketers either don’t know or have to rely on another department to work in their CMS.

5. 70% of Marketers Don’t Include Paid Content Syndication as Part of Their Overall Strategy

CONTENT DISTRIBUTION GRAPH

69.6% of marketers did not use content distribution and syndication tools. Of the marketers who did use these tools, only two—Outbrain (23.4%) and Taboola (15.2%) —were chosen.

6. 56% of Marketers Use HootSuite For Social Management

SOCIAL MANAGEMENT TOOLS GRAPH

While 21.1% of marketers reported not using a social management tool at all, 55.6% of respondents use HootSuite.

 

7. 75% of Marketers Use Email Over Slack or Hipchat for Cross-Team Communication

INSTANT MESSAGING GRAPH

3 out of every 4 of marketers uses email when it comes to collaboration and messaging.

29.2% use popular messaging chat, Slack, tied with an “internal chat system.”

8. More than 50% Use Business Intelligence Software For Reporting

BUSINESS INTELLIGENCE GRAPH
While business intelligence software can significantly help an organization make smarter business decisions, it’s a relatively new investment for many companies. That’s why this surprised us: more than 50% use business intelligence software for their reporting needs.

Which tools reigned most popular? 27.5% use Tableau, while 9.4 use Domo.

9. 57% of Marketers Use Email as Their Task/Project Management Tool

TASK PROJECT MANAGEMENT GRAPH

Even above Basecamp, Trello, JIRA, and Asana, 57.9% of marketers use email for task management.

Alongside other task management tools, 59.1% use Google Docs and Excel for project management.

10. 39% of Marketers Don’t Use Any Marketing Automation Technologies

MARKETING AUTOMATION GRAPH

With inbound marketing being central to driving leads to businesses’ websites, it’s surprising that 39.2% don’t use any marketing automation or inbound marketing tools.

18.1% chose Marketo, 17% favored Hubspot, and 15.2% went with Eloqua.

 marketing-execs-survey-featured-1-300x230We surveyed 387 marketing executives. Read our research to find out how they plan to use their technology budget in 2017:

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Execs Are Increasing Marketing Tech Budgets, But Getting More Overwhelmed With The Data

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