Martech examples include CRMs, automation platforms, and analytics tools that help marketers reach the right audience at the right time. These technologies have become essential for businesses looking to compete in a digital-first marketplace. From startups to enterprise brands, companies rely on marketing technology to streamline campaigns, track performance, and build stronger customer relationships.
This article breaks down the most important martech categories and highlights specific tools that marketing teams use daily. Whether someone is building their first tech stack or looking to upgrade existing systems, understanding these martech examples provides a clear starting point.
Key Takeaways
- Martech examples include CRMs, automation platforms, analytics tools, and data platforms that help marketers execute campaigns and measure results effectively.
- The martech landscape has exploded from 150 tools in 2011 to over 14,000 in 2024, reflecting the shift toward data-driven marketing strategies.
- Popular CRM martech examples like Salesforce, HubSpot, and Zoho serve different business sizes and budgets—choose based on your team’s specific needs.
- Marketing automation tools such as Marketo, Mailchimp, and Klaviyo handle repetitive tasks so teams can focus on strategy and personalization.
- When building a martech stack, prioritize integration capabilities and total cost of ownership over subscription price alone.
- Regularly audit and test your martech tools to ensure they align with evolving business goals and can scale as your company grows.
What Is Martech?
Martech, short for marketing technology, refers to software and tools that help marketers plan, execute, and measure campaigns. The term covers everything from email platforms to advanced AI-powered personalization engines.
The martech landscape has grown dramatically over the past decade. In 2011, roughly 150 martech solutions existed. By 2024, that number exceeded 14,000 tools. This growth reflects how much marketing has shifted toward data-driven strategies and automation.
Martech serves several core functions:
- Audience targeting – Identifying and reaching specific customer segments
- Campaign execution – Sending emails, publishing ads, managing social posts
- Performance measurement – Tracking conversions, engagement, and ROI
- Customer data management – Storing and organizing information about leads and buyers
Businesses use martech examples across every stage of the customer journey. A prospect might first encounter a brand through paid ads managed by a demand-side platform. They could then receive automated nurture emails. Finally, a CRM tracks their purchase history and helps sales teams close deals.
Martech isn’t just for large enterprises. Small businesses benefit from affordable tools that automate repetitive tasks and provide insights previously available only to companies with big budgets. The key lies in selecting the right combination of tools, often called a martech stack, that fits specific business goals.
Top Martech Examples by Category
The best way to understand martech is through concrete examples. Here are the major categories and the tools that define each one.
Customer Relationship Management Platforms
CRM platforms form the foundation of most martech stacks. These systems store customer data, track interactions, and help teams manage relationships at scale.
Salesforce dominates the enterprise CRM market. It offers extensive customization, integrations with thousands of apps, and powerful reporting features. Large sales teams rely on Salesforce to manage complex pipelines and forecast revenue.
HubSpot CRM provides a free entry point that appeals to small and mid-sized businesses. Its interface is intuitive, and the platform integrates tightly with HubSpot’s marketing and sales tools. Many companies start here before considering enterprise alternatives.
Zoho CRM offers strong functionality at competitive prices. It works well for businesses that already use other Zoho products and want a unified ecosystem.
These martech examples show how CRMs serve different market segments. The best choice depends on team size, budget, and integration needs.
Marketing Automation Tools
Automation tools handle repetitive marketing tasks so teams can focus on strategy. They send emails, score leads, trigger workflows, and personalize content based on user behavior.
Marketo (now part of Adobe) targets enterprise marketers who need sophisticated lead nurturing and account-based marketing capabilities. It integrates deeply with Salesforce and supports complex multi-touch campaigns.
Mailchimp started as an email platform but has expanded into a full marketing automation suite. It’s popular among small businesses and creators who want simple automation without steep learning curves.
ActiveCampaign combines email marketing, automation, and CRM features in one platform. Its automation builder lets marketers create detailed workflows based on customer actions, tags, and scores.
Klaviyo specializes in e-commerce automation. It connects directly with Shopify, WooCommerce, and other platforms to trigger emails and SMS based on purchase behavior.
These martech examples demonstrate how automation tools serve different industries and company sizes.
Analytics and Data Platforms
Analytics tools help marketers understand what’s working and what isn’t. They track website traffic, campaign performance, and customer behavior.
Google Analytics 4 remains the industry standard for web analytics. It tracks users across devices, measures conversions, and provides insights into traffic sources. The platform is free, making it accessible to businesses of all sizes.
Mixpanel focuses on product analytics. It helps teams understand how users interact with apps and websites, tracking events rather than pageviews.
Tableau transforms raw data into visual dashboards. Marketing teams use it to combine data from multiple sources and present insights to stakeholders.
Segment acts as a customer data platform (CDP) that collects data from various touchpoints and sends it to other tools. It solves the challenge of keeping data consistent across a martech stack.
These martech examples highlight how analytics platforms serve different purposes, from basic traffic tracking to advanced data unification.
How to Choose the Right Martech Stack
Selecting martech tools requires careful evaluation. The wrong choices lead to wasted budgets, poor adoption, and fragmented data.
Start with goals, not tools. Many teams make the mistake of shopping for technology before defining what they need to accomplish. A company focused on lead generation needs different martech examples than one prioritizing customer retention.
Audit existing tools. Most organizations already use some martech, even if they don’t call it that. An audit reveals redundancies, gaps, and integration challenges. Sometimes the best move is optimizing current tools rather than adding new ones.
Prioritize integration. Martech tools must share data to work effectively. A CRM that doesn’t connect with the email platform creates silos and manual work. Native integrations and API availability matter significantly.
Consider total cost of ownership. Subscription fees represent only part of the cost. Implementation, training, and ongoing maintenance add up. Some martech examples offer lower sticker prices but require expensive consultants to configure properly.
Test before committing. Most martech vendors offer free trials or demo periods. Teams should use this time to evaluate usability, test key workflows, and assess support quality.
Plan for scale. A tool that works for 1,000 contacts might struggle with 100,000. Growing businesses should choose martech examples that can expand without requiring a complete platform switch.
Building a martech stack is an ongoing process. Marketing needs change, new tools emerge, and existing platforms add features. Regular reviews ensure the stack continues to serve business objectives.
