Must-know marketing tools and software for your team: my recommendations and insights
Ever feel like your marketing team is juggling a hundred things at once? From planning and communication to execution and reporting, the list of tasks never ends—and without the right tools, it can feel like you’re constantly playing catch-up. As director of email marketing at SmartSites, I’ve tested, tweaked, and relied on countless platforms to keep our team running smoothly. Some tools make a small difference. Others completely change the game. In this post, I’m sharing the tools my team and I can’t live without—tools that power our ideas, communication, and results. Whether you’re building out your own marketing tech stack or just want to see how other teams do it, I hope you’ll find something helpful here. And hey, I’d love to hear your favorites, too—drop them in the comments! 1. Google Workspace: the foundation of collaboration Let’s start with the basics. Google Workspace (formerly G Suite) is the central nervous system of many marketing teams. Whether we’re collaborating in real time on a strategy doc, mapping out a campaign calendar in Google Sheets, or hosting a team call via Google Meet, thousands of brands rely on Google Workspace every day. Why it works Easy sharing and live editing make collaboration seamless. Everything syncs in the cloud, so we’re never scrambling to find files. Integrated tools keep emails, docs, and calendars organized in one place. If your team isn’t fully using Google Workspace yet, trust me—getting everyone aligned here can eliminate a surprising amount of friction. 2. Slack: fast, flexible team communication While email is great for external communication, Slack is a go-to for internal chats, project updates, and quick brainstorming. It helps teams move faster, stay connected, and avoid getting lost in messy email threads. Favorite features Channels for each team/project keep conversations organized. Integrations with Google Drive, Asana, and Klaviyo save time. Gifs and emojis keep the vibe fun (yes, that matters too!). Whether you’re discussing a last-minute subject line tweak or celebrating a big client win, Slack is where your team’s culture can thrive online. 3. ChatGPT: your always-on brainstorm partner If you’ve ever stared at a blank page wondering how to kick off a campaign, you need ChatGPT in your life. From idea generation and subject line suggestions to outlining full email flows, it’s become an unexpected but seriously powerful tool in our creative process. How I use it Drafting copy starters and inspiration when I’m stuck Brainstorming A/B test ideas or campaign themes Rewriting messaging for different audiences or tones The key is to treat ChatGPT as a partner, not a replacement. It helps spark ideas and save time, but your human touch is what makes the final result shine. 4. Google Analytics: understand what’s working (and what’s not) Every great marketing team needs solid data, and Google Analytics delivers. It helps us make smarter decisions by showing us how users are engaging with websites, emails, and paid campaigns. We use it to Monitor website traffic and track conversions. See how users are flowing through funnels. Optimize based on what content is resonating. With GA4, things may feel a little different. But once you get comfortable with the new interface, the insights are just as powerful. 5. Shopify: ecomm teams, this one’s for you For ecommerce clients, Shopify is one of the best all-in-one platforms for building and managing online stores. It’s intuitive, scalable, and packed with integrations—especially helpful when we’re running campaigns and need to sync with email, SMS, and paid ads. Why it stands out Easy product and collection management Robust reporting features for sales, inventory, and behavior Clean and customizable storefronts Shopify also plays really well with tools like Klaviyo and Triple Whale (more on those next), making it a strong anchor for ecommerce marketing. 6. Klaviyo: email and SMS, done right If you’re in ecommerce and not using Klaviyo , you’re totally missing out. It’s hands down one of the most powerful tools for lifecycle marketing—especially when paired with Shopify. What we love Deep segmentation based on customer behavior Flow automations that actually move the needle Easy A/B testing for subject lines, content blocks, and CTAs We use Klaviyo for everything from welcome series and post-purchase follow-ups to VIP loyalty campaigns. It helps us turn email from an afterthought into a high-converting, revenue-driving machine. 7. Triple Whale: clear attribution for better decisions Attribution is everything when you're trying to scale results, and Triple Whale has become our go-to platform for ecommerce performance tracking. It brings clarity to your numbers so you can see what’s working across paid ads, email, SMS, and more. Why we rely on it Real-time dashboards with clear ROI metrics Smart attribution models for cross-channel insights Seamless Shopify and Klaviyo integrations It’s like having a crystal ball for your marketing spend—except it’s powered by data, not magic. Tools are only as good as your strategy The tools I’ve shared above are amazing, but remember, they’re just that: tools. What makes them powerful is how your team uses them to support a clear, customer-focused strategy. The right tech stack can help you move faster, communicate better, and get results—but it starts with understanding your goals. Now, I’d love to hear from you: what tools can’t your team live without? Have you tried any of the ones I mentioned? Leave a comment and let’s swap recommendations—we’re all in this together! Looking forward to hearing your insights and learning from your experiences. Until next time,
