• SfSalesforce

    Salesforce (SF or SFDC) is a cloud-based software company that provides a customer-relationship management (CRM) platform, as well as a complementary suite of enterprise applications focused on customer service, marketing automation, analytics and application development.

  • MkMarketo

    Marketo is a leading marketing automation platform with a range of capabilities for SMBs and large enterprises. It includes email marketing, nurturing, SEO, landing pages, scoring, and analytics as well as advanced features such as website personalization, mobile engagement, social and web retargeting.

  • MsDynamics 365

    Dynamics 365 is a product line of enterprise resource planning (ERP) and customer relationship management (CRM) applications announced by Microsoft in July 2016 and on general release November 1, 2016, as a part of the Microsoft Dynamics product line.

  • SlSalesLoft

    SalesLoft is a sales engagement platform. Though its original product offering focused on sales development, the company has since expanded its platform to offer functionality for the entire sales organization.

  • MzMOZ Pro

    Moz is an SEO platform that tracks the performance of all inbound marketing efforts. It reveals sharing and website traffic trends, features a suite of SEO tools for rank tracking, linking, keyword analysis, site auditing, content grading, as well as a crawl test.

  • AwGoogle Ads

    Google Ads (previously Google AdWords, before July 24, 2018) is an online advertising platform developed by Google, where advertisers pay to display brief advertisements, service offerings, product listings, video content, and generate mobile application installs within the Google ad network to web users.

  • HsHubSpot

    HubSpot is an all-in-one inbound marketing engine that includes tools for email marketing, landing page creation, social media marketing, content management, reporting & analytics, search engine optimization (SEO) and more.

  • HmHubSpot CRM

    HubSpot is a developer and marketer of software products for inbound marketing and sales. Its products and services aim to provide tools for social media marketing, content management, web analytics and search engine optimization.

  • OrOutreach

    Outreach is a customer engagement platform that promises to help optimize every interaction throughout the customer lifecycle across email, voice and social, and leverages machine learning to guide reps to take the right actions.

  • GsGoogle Search Console

    Google Search Console is a search engine optimization software solution offered by Google.

  • BaBing Ads

    Bing Ads is Microsoft's search engine marketing and advertising campaign management alternative to the popular Adwords, that, similar to its competitor, provides analytics and a management dashboard for running a pay per click (PPC) paid listing campaign, though across the Yahoo! Bing Network.

  • EqEloqua

    Oracle Cross-Channel Marketing to Businesses (formerly Eloqua) is a B2B Cross-Channel Marketing solution that enables marketers to plan and execute automated marketing campaigns across all channels including email, display search, video advertising, and mobile.

  • FsFreshSales

    Freshsales is an all-in-one sales CRM software with features like built-in phone and email, lead scoring, visual sales pipeline, reports and dashboards, automations, and mobile apps, ensuring that sales reps do not have to juggle between multiple tools to get the job done.

  • InInsideSales

    InsideSales.com offers a sales acceleration platform built on Neuralytics, a predictive and prescriptive self-learning engine that drives revenue growth by delivering an optimized experience for both salesperson and buyer.

  • ZiZoomInfo

    ZoomInfo is a subscription-based software as a service (SaaS) company based in Waltham, Massachusetts that sells access to its database of information about business people and companies to sales, marketing and recruiting professionals.

  • DrDrift

    Drift is an AI-driven sales and marketing tool that acts as a virtual assistant, facilitating conversations with leads, qualifying them, enriching CRM data with information gathered, and automatically booking sales meetings.

  • CvCvent

    Cvent, Inc. is a privately held software-as-a-service (SaaS) company that specializes in market-leading meetings, events, and hospitality management technology. The company offers web-based software for meeting site selection, online event registration, event management, email marketing, and web surveys.

  • SoSendoso

    Sendoso is a gift sending platform designed to support B2B sales and ABM, and provide a sales accelerant.

  • GtGoToWebinar

    GoToMeeting is a web-hosted service created and marketed by LogMeIn. It is an online meeting, desktop sharing, and video conferencing software package that enables the user to meet with other computer users, customers, clients or colleagues via the Internet in real time.

  • VyVidyard

    Vidyard offers a Video Platform for marketing and sales teams. It aims to provide all of the tools and data needed to maximize audience engagement, move prospects through the sales funnel, and measure the real impact and ROI of video.

  • IvInVision

    InVision is a collaborative design and prototyping platform with features such as freehand drafting mode and interactive mockups, collaboration, idea management, user testing, and integration with Slack and other collaboration tools.

  • UbUnbounce

    Unbounce aims to help businesses convert more prospects into leads, sales, and signups with its landing page and conversion marketing platform.

  • UbUberflip

    Uberflip is a content experience platform that aggregates all of your content (blog articles, eBooks, videos, whitepapers and more) so you can create, manage and optimize tailored content experiences for every stage of the buyer journey.

  • WpWordPress

    WordPress (WordPress.org) is a free and open-source content management system (CMS) based on PHP & MySQL. Features include a plugin architecture and a template system. Used by more than 60 million websites, including 33.6% of the top 10 million websites as of April 2019, WordPress is the most popular website management system in use.

  • YsYoast SEO

    Yoast Wordpress SEO Plugins are a set of tools developed by Joost de Valk and team, founder of yoast.com. They allow WordPress users to optimize their search engine rankings, social appearance, and general SEO.

  • LaLinkedIn Ads

    LinkedIn Marketing Solutions is a marketing platform for reaching audiences through modules like Lead Accelerator, Sponsored Updates, LinkedIn Onsite Display, LinkedIn Network Display, and Sponsored InMail.

  • AdAdobe Campaign

    Adobe Campaign (formerly Neolane) provides both marketing automation and marketing resource management functionality like spend/financial management, workflow and asset management. It also has strong analytics capabilities and integration with enterprise CRM systems.

  • ZoZoho CRM

    Zoho CRM is designed to empower organizations with a complete customer relationship lifecycle management solution for managing organization-wide sales, marketing, customer support & service and inventory management in a single business system.

  • YwYesware

    Yesware is a service for salespeople that helps them close deals faster. This solution includes an email service that tracks email, template responses and syncs to CRM solutions.

  • SnLinkedIn Sales Navigator

    LinkedIn Sales Navigator is a sales intelligence software solution offered by LinkedIn that helps business development professionals target the right buyers, understand key insights, and engage with personalized outreach.

  • ImIntercom

    Intercom produces a messaging platform which allows businesses to communicate with prospective and existing customers within their app, on their website, through social media, or via email.

  • BbBizzabo

    Bizzabo’s all-in-one event software enables in-person events to deliver unique attendee experiences through intelligent and intent-based personalized engagement. We help companies measure, manage, and scale events towards key business outcomes.

  • PfPFL

    The Tactile Marketing Automation app, provided by Printingforless.com (PFL), allows users to set up automatic triggers to send direct mail based on digital behavior. It also delivers alerts to users when direct mail is delivered.

  • OtOn24

    ON24creates creates webcasting and virtual event software that integrates with major marketing automation systems and provides rich and interactive digital experiences.

  • WiWistia

    Wistia for Marketing is a video platform that aims to make it easy for businesses to create, host, manage, share, and measure videos. The product includes video hosting as well as Soapbox—a simple video creation tool.

  • FrFrontify

    Frontify is brand management software created to gather all essential brand tools in one place, such as style guides, UI patterns, media assets, etc., with the goal of making brand information more accessible.

  • IpInstapage

    With Instapage, marketers can maximize conversions by creating, personalizing, and optimizing post-click landing pages at scale, and automatically connecting ads with relevant post-click pages.

  • KaKapost

    Kapost is a B2B Marketing Content Platform that attempts to align teams, tools and channels, so users can effectively plan, execute, distribute and analyze content and campaigns across the buyer’s journey.

  • DpDrupal

    Drupal is a free and open source content management system written in PHP that competes primarily with WordPress and Craft.

  • Ahahrefs

    Ahrefs is an SEO  suite  including a component for backlink & on-page SEO analysis, online brand mentions tracking, and domain comparison tool for competitor analysis, etc. They refer to themselves as “the largest index of live backlinks.”

  • FaFacebook for Business

    Facebook for Business is a search engine marketing solution built to drive sales and increase brand awareness via custom ad creation, ad targeting, and robust analytics.

  • PaPardot

    Pardot is a Salesforce's marketing automation platform. Its key features include lead management, lead generation, social selling and email marketing.

  • SuSugarCRM

    SugarCRM produces the web application Sugar, a customer relationship management (CRM) system. SugarCRM's functionality includes sales-force automation, marketing campaigns, customer support, collaboration, Mobile CRM, Social CRM and reporting.

  • ZeZoomInfo Engage

    ZoomInfo Engage, previously Tellwise,  is ZoomInfo's full-featured sales engagement platform. ZoomInfo is a subscription-based software as a service (SaaS) company based in Waltham, Massachusetts that sells access to its database of information about business people and companies to sales, marketing and recruiting professionals.

  • CbClearbit

    Clearbit is a data enrichment product that automatically updates sales records with verified company and contact data, with the goal of providing better insights into prospects.

  • ZcZoomInfo Chat

    ZoomInfo Chat, previously Insent AI,  is ZoomInfo's full-featured chat solution. ZoomInfo is a subscription-based software as a service (SaaS) company based in Waltham, Massachusetts that sells access to its database of information about business people and companies to sales, marketing and recruiting professionals.

  • EbEventbrite

    Eventbrite is a U.S.-based event management and ticketing website. The service allows users to browse, create, and promote local events. The service charges a fee to event organizers in exchange for online ticketing services, unless the event is free.

  • AlAlyce

    Alyce is a corporate gifting platform designed to support B2B marketing and account-based marketing, as well as provide a sales accelerant and enablement tool.

  • ZmZoom

    Zoom is an online meeting and video conferencing platform that offers communications software that combines video conferencing, online meetings, chat, and mobile collaboration.

  • BcBrightcove

    The Brightcove video platform provides a full range of video publishing and distribution needs for Media companies, marketers, and organizations looking to use video internally and externally.

  • AcsAdobe Creative Cloud

    Adobe Creative Cloud is a set of applications and services from Adobe Systems that gives subscribers access to a collection of software used for graphic design, video editing, web development, photography, along with a set of mobile applications and also some optional cloud services.

  • LpLeadPages

    Leadpages is landing page software that aims to help businesses grow. The vendor says their customers use Leadpages to collect more leads which can drive more sales.

  • PrPercolate

    Percolate is an enterprise Content Marketing Platform that facilitates content inspiration, creation, management, distribution, measurement, and more.

  • CrCraft

    Craft CMS is a focused content management system for developers, designers, and web professionals that blends flexibility, power, and ease of use for clients.

  • ScScreaming Frog

    Screaming Frog Services is a digital marketing agency that provide search engine optimisation (SEO) and paid search campaigns using a unique blend of data, technology and creativity to help companies grow their business online.

  • TaTwitter Ads

    Twitter Ads is a search engine marketing tool built around features such as objective-based campaigns, promoted trends, and in-depth analytics.

  • ApAutopilot

    Autopilot is a marketing automation solution that integrates with popular third party tools such as Salesforce, Segment, Twillo, Slack, GoodData and Zapier. It's easy for users to connect systems and message consistently across online, offline and mobile channels including email, SMS, in-app messaging, and physical mail.

  • PdPipeDrive

    Pipedrive is the maker of the web application and mobile app Pipedrive, a sales customer relationship management (CRM) tool for salespeople in scaling companies.

  • GrGroove

    Groove is a software platform designed to facilitate sales team productivity, with email and calendar integration, campaign automation, analytics, a dialer, and account-based selling tools.

  • LuLusha

    Lusha supplies sales, marketing, and recruiting professionals with additional profile data for leads and job candidates. The data is available as a browser or Salesforce plugin, via an API, or through Lusha's Zapier integration.

  • OlOlark

    Olark is a website live chat tool for engaging website visitors while they browse. It can be used to to track leads, drive sales, provide support.

  • SpSplash

    Splash is an online event management service. The service allows users to plan, promote, execute, and measure the success of their events, with a focus on streamlining event marketing execution.

  • PsPostalytics

    Postalytics is the leading all-in-one direct mail automation tool. Postalytics has changed direct mail marketing with full automation and real-time analytics. You get unprecedented visibility and power to stay one step ahead of the competition.

  • AcAdobe Connect

    Adobe Connect is software used to create information and general presentations, online training materials, web conferencing, learning modules, and user desktop sharing. The product is entirely Adobe Flash based.

  • CiCincopa

    Cincopa is a photo & video hosting platform, offering various designs for slideshows, photo-galleries, video players, private video hosting solutions and more.

  • SkSketch

    Sketch is a vector graphics editor and visual design tool of use for application prototyping, coming with a wide variety of extensions, plugins, and an active user community.

  • CfClickFunnels

    Clickfunnels is a website builder that allows user to create everything from membership websites, sales funnels, lead generation systems, to product launch pages, landing pages, squeeze pages, and e-commerce systems all with drag and drop ease.

  • NcNewsCred

    NewsCred is a content marketing platform that provides an end-to-end solution for content planning, creation, publishing and analytics. It hopes to enable brands to easily manage content creation, distribution, and measurement across channels, teams, and global markets.

  • SySitefinity

    Progress Sitefinity is a content management and customer analytics platform. Progress Software acquired the product from Telerik.

  • SrSEM Rush

    SEMRush is a search engine optimization tool that  features SEO staples like backlink checking, keyword analysis to refine SEO and PPC campaigning and locate low-cost / high-yield keywords, analysis of competitors who co-occupy desired ad and listing spaces, domain vs. domain analysis, as well as site audit and domain tracking.

  • WsWordStream

    WordStream Advisor is designed to help small and medium-sized businesses maximize results from their online advertising.

  • AcActiveCampaign

    ActiveCampaign integrates email marketing, marketing automation, sales automation, and CRM software into one platform designed for small businesses.

  • IsInsightSquared

    InsightSquared Tiles is a sales analytics platform that provides sales leaders with the insights they need to drive performance and close deals.

  • TbTableau

    Tableau Software is an interactive data visualization software company that aims to allow people to make data-driven decisions with confidence, by helping them answer questions more quickly, solve harder problems more easily, and uncover new insights more frequently.

  • DmDomo

    Domo's Business Cloud is a full self-service business intelligence (BI) software that promises to bring all of your business data together in one platform. The Business Cloud can help organizations automate reporting, turn data into intelligence, and help executives make faster better-informed decisions.

  • PbPowerBI

    Power BI is a business analytics service by Microsoft. It aims to provide interactive visualizations and business intelligence capabilities with an interface simple enough for end users to create their own reports and dashboards.

  • LkLooker

    Looker is a business intelligence application with an analytics-oriented application server that sits on top of relational data stores. The Looker platform includes an end-user interface for exploring data, a reusable development paradigm for creating data discovery experiences and an extensible API set so the data can exist in other systems.

  • GaGoogle Analytics

    Google Analytics is a web analytics service offered by Google that tracks and reports website traffic, currently as a platform inside the Google Marketing Platform brand. Google launched the service in November 2005 after acquiring developer Urchin.

  • AaAdobe Analytics

    Adobe acquired Omniture in 2009 and re-branded the platform as SiteCatalyst. SiteCatalyst is one of the leading vendors in the web analytics category and is particularly strong in combining web analytics with other digital marketing capabilities like audience management and data management.

  • SgSegment

    Segment is an analytics platform that helps reduce the work involved in collecting clickstream data that moves into various integrated systems like Google Analytics, Marketo, Salesforce, and other platforms.

  • HpHeap

    Heap is a web analytics platform captures every user interaction on web and iOS with no extra code. The tool allows you to track events and set up funnels to understand user flow and dropoff. It also provides visualization tools to track trends over time.

  • FnFunnel

    Funnel collects, organizes and displays your data in one place. You have the freedom to feed your data to any tool you like, whether it's a data warehouse, BI solution, a visualization tool or a simple spreadsheet.

  • LtLitmus

    Litmus Software in Cambridge, MA offers their email marketing solution Litmus, supporting email campaign building and best practice checklist, spam testing and resolution, proofing and feedback sharing, and email analytics.

  • HjHotjar

    Hotjar is a conversion rate optimization tool for digital marketers. Features include heatmapping, visual session recording, conversion funnel analytics, form analytics, feedback polls and surveys, and usability testing.

  • BsBrowserStack

    BrowserStack is a cloud web and mobile testing platform which proposes to help teams speed up release cycles and deploy websites and mobile applications that work seamlessly on any user interface.

  • OpOptimizely

    Optimizely provides A/B testing tools, in which two versions of a web page can be compared for performance. It also enables personalization, which may be used for making data-driven decisions. The personalization capability can be used for serving online advertising.

  • GoGoogle Optimize

    Google Optimize is an A/B testing tool for testing website content and versions.

  • MuMulesoft

    The Anypoint Platform developed by MuleSoft and acquired by Salesforce in early 2018 is designed to connect apps, data, and devices anywhere, on-premises or in the cloud.

  • WkWorkato

    Workato is a cloud automation and integration platform with enterprise-grade capabilities and no coding required. Workato integrates with over 100 business applications and enables task automation across apps.

  • ZpZapier

    Zapier enables you to automate tasks between other online services (services like Salesforce, Basecamp, and Gmail). Connect hundreds of best-in-breed SaaS apps.

  • FcFull Circle Insights

    Full Circle Insights is built on the Salesforce platform and is primarily a marketing performance management tool. It is used to calculate the ROI from marketing programs and includes robust analytics dashboards.

  • LdLeanData

    LeanData provides an Account-Based Lead Management Suite that aims to help B2B sales and marketing teams find more revenue in target accounts, accelerate new opportunities, and identify the best producing marketing campaigns.

  • BzBizible

    Bizible, acquired by Marketo, is marketing attribution software that is used by B2B marketers to measure and optimize marketing by revenue.

  • WrWrike

    Wrike is an all-in-one project management and collaboration software. This solution connects tasks, discussions, and emails to the user’s project plan.

  • WfWorkfront

    Workfront is a web-based project-management tool developed by Workfront, formerly AtTask, based in Utah. It was designed for both IT and marketing teams, but can be implemented for any kind of project.

  • MoMonday.com

    Monday is an award-winning project management tool that aims to help teams work more efficiently to execute projects that deliver results on time. According to the vendor, its ease of use and flexibility means faster setup for teams and the ability to manage various workflows.

  • AsAsana

    Asana is a web and mobile project management app that according to the vendor, goes beyond typical PM software by enabling teams to track everything they're working on.

  • TrTrello

    Trello is a free collaboration / task management tool that allows users to organize things into cards and boards. It provides a flexible and visual way of organizing projects.

  • AtAirtable

    Airtable is a collaboration platform designed to empower 30,000+ companies for content pipelines, product management, events planning, user research, and more.

  • SkSlack

    Slack is a group messaging or team collaboration app that aims to simplify communication for businesses. Features include open discussions, private groups, and direct messaging, as well as deep contextual search and message archiving, and file sharing.

  • MtMicrosoft Teams

    Microsoft Teams is a unified communication and collaboration platform that combines persistent workplace chat, video meetings, file storage (including collaboration on files), and application integration.

  • TtTettra

    Tettra helps teams that use Slack organize and share important knowledge in one central, searchable, manageable place.


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28 responses to “Periodic Table of MarTech”

  1. One of the major areas I think I’ve missed on this first round is **Events**; probably because it is one of my weakest areas as a marketer. I have not yet added Cvent, Bizzabo, etc. Read the about tab for more information about this periodic table, and let me know what else I’m missing!

  2. Guillaume says:

    Very cool Jon! I submitted a new tool for you to add :-).

    • Thanks Guillaume. Loving Periscope. Haven’t heard of that one before 🙂

      • Yeah I love it. I just implemented it and have been using it heavily. I’d be happy to show you around if you want :-). Also, you might want to add ETL and data warehouse solution in there like Stitch and Amazon redshift.

        • Jon Blumenfeld says:

          Would love to see it!

          Not really the same as ETL, but I was going to add CDPs like Lytics, Blueconic Blueshift and others. I ran out of space though, and I think they are isolated to the far larger and more mature orgs.

  3. This is absolutely amazing, Jon! Work of beauty.

  4. This is really cool Jon. I’m curious to hear if you would include Marketing Performance/Resource Management Platforms as part of the MarTech landscape.

    Most of these tools are targeted toward tracking engagement, attracting new customers and providing a good customer experience. The question of ‘what to do next’ with your future looking plans and investments seems to be missing.

  5. Laura Reeves says:

    This is such a great, visual representation of the technology marketers rely on across our industries to drive forward!

  6. Kristina Huddart says:

    Hi Jon, as a former scientist, I am absolutely loving this! You have put so much thought and detail into this. Thank you for bringing your vision to life. Just wondering if you’ve purposefully excluded DAM systems? DAM is my niche in the stack and I think it’s a shame to overlook it as it crosses both Content and Collaboration.

    • Really glad you like it Kristina! It definitely has a place. I was really struggling to get them in there. Landing pages or CMS might have to take a back seat in V2. We shall see!

  7. Maarten Rijswijk says:

    Love your infographic approach to the MarTech industry, great work Jon!

  8. John Boucher says:

    Really interesting, where would you put Content Management/Sales Enablement, ie Seismic, Highspot, Showpad?

    • Would definitely toss them in between CRM / Sales Engagement. Very similar problem I mention above with trying to get DAM in there as well. Landing pages / CMS might get the axe in V2. We’ll see :). Thanks for checking out the table John!

  9. Louis Fernandes says:

    Hi Jon,

    Absolutely loving this! Excellent work! One area that perhaps needs some expansion/explicit calling out is around Purchase Intent – I can’t see technologies like Cyance in there at all, something I’ve used in several organisations now as part of the Demand Generation/Sales Activation stack. Let me know what you think.



  10. Jon, This is a great layout, really appreciate you sharing this. In an earlier version I noticed Advocacy as a category. Loved to understand where you see this fits in the stack. Thanks!

    • It was really tough. I had to make some decisions the past couple months around what categories I thought were most important for a V1 and advocacy is one of the ones that got cut. I will likely figure out how to wiggle it back in down the line.

  11. Scott Mersy says:

    very cool! I don’t see “Integrate” which is a big Marketing-focused player in the integration/automation space. Also, Tray.io has some cool automation capabilities for marketing.

  12. Very clever! I’m in marketing, my father is a chemist. Love this.

  13. Amy Read says:

    Jon this is terrific….is it cusotmizable? i.e. can I download it and personalize it to my Business?

  14. Brennie says:

    Adobe are leaders in testing/optimization. They are carving out space in Content Management (CMS) as well. Call Intelligence is also up and coming in the space as a category.

  15. Nice, just missing some $2b player in AdTech.

  16. ungoti says:

    like your post please share this topic i reaching for this topic help anyone. What Is Employee Engagement?

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My Favorite Platforms:


Areas I ignored

  • Landing Pages

Areas Missing

  • AI / Predictive
  • Email Verification
  • Directories

The 6 Platforms I would love to get some experience with and talk more about are:

  • InsightSquared
  • Newscred
  • Influitive
  • Sendoso
  • Segment
  • HootSuite

If any of you are so inclined I can offer a space to sponsor this table in exchange for use of your software!




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There are two ways you are getting on this table….

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Yes you can, although I charge $25 to submit an additional tool. In part because of this, but also because I was getting too many garbage submissions. When you submit you will be inserted into my database. I publish extra tools which will be visible in the Periodic Table under the “related tools” links.


How do I get on the Periodic Table?

There is one way you are getting on this table…

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