What can I find in the list?

The MarTech list has hundreds of tools that you can choose from, within a number of categories (six for now, with more to come). The categories currently available in the list are: 

  • social listening and monitoring: a social monitoring tool lets you search for instances of a topic (keyword, hashtag, person etc.) on a platform, while a social listening tool lets you analyse those instances. Normally, a social listening tool will let you save those instances for further analysis, while a social monitoring tool doesn’t have to. 
  • social management: a social management tool lets you manage your social accounts by posting content and/or letting you engage with your fans and followers. Other features like scheduling or letting you follow/unfollow fans and followers are optional, but they’re still representative of most social management tools today. 
  • social advertising: a social advertising tool lets you advertise social content and/or lets you manage the content you’ve advertised on social media. 
  • social analytics: a social analytics tool lets you analyse the performance of your social account and/or its content. This may include the analysis of follower growth and decline, and the analysis of content performance.
  • social audience analytics: a social audience analytics tool covers either demographics, psychographics, or influencer analysis for a social audience. Demographics cover age, gender and location of an audience. Psychographics cover the attitudes and interests of an audience. Influencer analysis measures the social influence of an audience measured by arbitrary metrics. 
  • social CRM: a social CRM tool lets you save user information of accounts on social media, with the optional ability to merge them with accounts you already have from other sources (e.g. linking somebody’s Twitter profile to a customer record you already have on file). 

How does the list work?

The MarTech List is made up hundreds of tools that you can filter through using the provided parameters. You can filter and group tools together. Lastly, you can also customise your view - if you don't want to see a field because it doesn't apply to you, you can always hide it. Here's a quick run-through of how you can visualise these tools:


You can use the following filters:

  • Quick review: this explains what the tool is and what it does in 140 characters. 
  • Sources covered: a dropdown list of online sources each tool covers. This was initially going to be just social platforms. However, as I’ve also included social listening and social monitoring, I’ve added forums and news sites as sources covered. I’ll eventually add more sources to the list.
  • Pricing method: this classifies tools as free (the tool is completely free to use), freemium (while parts of the tool are free to use, you’ll have to pay to access premium features of the tool), or paid (the tool needs to be paid for). 
  • Price: minimum price per month, based on the cheapest paid tier that the tool offers. All prices are converted into USD. Some tools do not list pricing on their site (or anywhere online), as they prefer building custom pricing plans for their users, so only in that case this field will be left empty. 
  • Free trial available: this shows you whether a tool offers a trial that you can use before you choose to pay for it. The options are yes, no, and not applicable, for tools that are already free.
  • FYI: the last column serves as an FYI, giving you recent news for the tool, like a recent acquisition, or other news you need to be aware of, like whether they’re about to add a new social network to the list of networks they already cover. 


You can group tools by fields, a handy way to pick your focus based on what matters most to you. Do you want to see tools grouped by their pricing method (free vs freemium vs paid)? You can do that. Do you want to see tools grouped by the sources they cover? You can do that too. In other words, you can customise what this list of tools looks like based on the parameters that matter most to you.

Other filters

You can use groups and filters together if you like - for example, you might want to group tools by their pricing methods but filter out tools that are more expensive than a certain amount. Familiarise yourself with these filters to make sure you can get to the tool(s) you're looking for based on your requirements in no time.

If you'd like to have a bigger view of the list, you can always click on "view larger version" on the bottom right-hand corner (this will open in a new window).

How can I use the list?

This is entirely up to you. I’ve made this list flexible on purpose, so you can use it in multiple ways. For instance,

  • you can use it to find your next MarTech tool
  • you can use it to compare tools within a category
  • you can use it if you’re cash-strapped and you urgently need a free or cheap(ish) tool for a specific project or for short-term purposes
  • you can use it during the RFI/RFP/ITT process of procurement of a tool, so you can see who your preferred tools are competing against
  • you can use it to find a list of tools that can help you if you decide to venture on a new social platform (e.g. if you choose to venture on Snapchat or LinkedIn, make sure the tools you have cover those new platforms too).