Startup MarTech Stack Guide: Top Tools for Small Businesses

Starting and running a business is no small feat. With a myriad of tasks to handle, decisions to make, and trends to follow, it's understandable if you sometimes feel swamped. But here's a silver lining: There's a tech tool for almost every challenge you face.

The question is, with so many tools available, which ones are truly worth your time and investment? That's where this guide comes into play. 


What is MarTech?

Why is MarTech Important?

Top MarTech Tools for Businesses with 1-50 Employees

OtherMarTech Tools We Recommend



I've sifted through data from G2 and HubSpot to present you with a list of the top MarTech stacks that startups and small businesses swear by.

Whether you're a solo entrepreneur or leading a team of thirty, leveraging the right tools can significantly streamline your operations.

What is MarTech?

MarTech, short for Marketing Technology, refers to the fusion of marketing and technology. In simpler terms, it's all about using software and online tools to achieve marketing goals and objectives. 

From sending out emails to analyzing website traffic, MarTech tools are the behind-the-scenes heroes that make modern marketing efficient and effective.

Why is MarTech Important?

While it might sound obvious, MarTech truly matters. It's astonishing how many smaller businesses are reluctant to invest in top-notch MarTech tools.

There are plenty of arguments against their use and discussions about better ways to allocate budgets. However, it's vital to understand that dependable and user-friendly tools are made to serve us, not the other way around.

Perhaps most importantly, many of these tools are quite affordable! 

According to the Chamber Technology Engagement Center and Teneo Research, an analysis revealed that technology platforms have been pivotal in assisting small business owners in starting, managing, and growing their ventures. Moreover, these platforms have proven invaluable during economic challenges. 

Importantly, small businesses that have fully embraced technology are not only outpacing their competitors but also maintaining a brighter outlook for the future:


If you're curious about more practical reasons, look no further:

  • Efficiency: Manual tasks that once took hours can now be automated, freeing up your time for more strategic activities.

  • Data-Driven Decisions: With the right tools, you can gather insights about your customers, helping you make informed decisions.

  • Scalability: As your business grows, MarTech tools can adapt, ensuring you don't outgrow your systems.

  • Personalization: Today's consumers expect personalized experiences. MarTech allows you to tailor your marketing efforts to individual preferences and behaviors.

Top MarTech Tools for Businesses with 1-50 Employees

Now, let's look at the best tools for businesses your size. These aren't just random choices; they're tools that 60,000 US businesses use and trust:

Source: HubSpot a G2

1. Google Analytics

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A must-have for anyone who has a website. Google Analytics (GA) is a comprehensive web analytics service that provides detailed statistics and analytics of web traffic, enabling businesses to analyze visitor traffic and paint a complete picture of their audience and their needs.

Visit our Google Analytics blog post for more information.


  • Understand your audience's behavior.
  • Measure the effectiveness of your marketing campaigns.
  • Identify areas of improvement on your website.

Pricing: Free.

Visit Google Analytics

2. Google Tag Manager

Soubor:Tag manager logo.png – Wikipedie

A user-friendly solution that allows you to manage and deploy marketing tags (snippets of code or tracking pixels) on your website or mobile app without having to modify the code.

Too technical?

Basically, Google Tag Manager allows you to track traffic and other activities on every page of your website, without you having to put a piece of code on every single page manually. 

It's not just about seeing which pages are popular; it can also help with things like understanding how people interact with your site or showing specific ads to certain visitors.  This way, you get a clearer picture of what's happening on your site and can decide which areas need improvement.

If you're interested in how the tool works and how to set it up, I recommend reading our Google Tag Manager blog post.


  • Streamline website management.
  • Deploy marketing tags without editing code.
  • Improve site speed.

Pricing: Free.

Visit Google Tag Manager

3. HubSpot Marketing Hub 

Marketing Hub Onboarding & Implementation Services | HubSpot Elite Agency |  Bluleadz

A robust inbound marketing software platform, HubSpot Marketing Hub offers tools that range from content creation and lead generation to customer relationship management and analytics.

However, HubSpot provides much more than just a marketing solution. If you're interested, check out our blog post on the Advantages of HubSpot for Marketing, Sales, and Customer Service.


  • Attract visitors.
  • Convert leads.
  • Analyze and optimize campaigns.

Pricing: Starts at $50/month.

Visit HubSpot Marketing Hub

4. Hotjar


Hotjar is an advanced analytics and feedback tool that gives insights into how users interact with websites. It uses heatmaps, session recordings, and surveys to show you user behavior. 

With Hotjar, you can pinpoint which content grabs your visitors' attention and track their journey across your site.


  • Visualize user interactions.
  • Understand user needs.
  • Improve user experience.

Pricing: Basic plan is free. Paid plans start at $99/month.

Visit Hotjar

5. Mailchimp 

MailChimp Vector Logo - (.SVG + .PNG) - VectorLogoSeek.Com

A versatile email marketing platform that not only allows businesses to design and send emails but also offers features like audience segmentation, automation, and performance analytics.


  • Segment audience.
  • Design emails.
  • Track email performance.

Pricing: Free for up to 2,000 contacts. Paid plans start at $9.99/month.

Visit Mailchimp

6. Mailchimp Transactional Email (formerly Mandrill) 

MailChimp Vector Logo - (.SVG + .PNG) - VectorLogoSeek.Com

A specialized service for sending data-driven, one-to-one transactional emails, like order confirmations, password resets, and more, directly from an application or website.


  • Send important emails.
  • Personalize emails.
  • Monitor performance.

Pricing: Based on the number of emails sent. Starts at $20 for 25,000 emails.

Visit Mailchimp Transactional Email

7. Amazon Simple Email Service (Amazon SES) 

Integrating with 3rd Party Platforms for Transactional Email Notification  Delivery - PayKickstart Help Center

A flexible and scalable email-sending service by Amazon that enables businesses to send marketing, transactional, and notification emails, all while ensuring high deliverability.


  • Send bulk emails.
  • High deliverability.
  • AWS integration.

Pricing: Pay-as-you-go. First 62,000 emails/month are free, then $0.10 per 1,000 emails.

Visit Amazon SES

8. Mailgun 

An alternative to Mailgun email parser: comparing with Parseur | Parseur

A developer-focused email delivery platform that provides robust APIs for sending, receiving, and tracking emails with an emphasis on deliverability and efficient integrations.


  • Reliable email delivery.
  • Simplify email integration.
  • Detailed analytics.

Pricing: Pay-as-you-go. First 5,000 emails/month are free, then starts at $0.80 per 1,000 emails.

Visit Mailgun

9. Segment

A powerful customer data platform that simplifies data collection and unifies it across every customer touchpoint, enabling businesses to have a holistic view of their customer journey.


  • Integrate data sources.
  • Improve data quality.
  • Streamline data workflows.

Pricing: Custom pricing based on data volume.

Visit Segment

Other MarTech Tools We Recommend

While the list of tools highlighted above serves specific purposes, I wanted to share a few additional tools that our team personally uses and highly recommends.

These tools could be particularly beneficial for enhancing your lead generation and SEO efforts:

10. Google Search Console 

What is Google Search Console - FL1 Digital

Google Search Console provides insights into how your site appears in search and what queries lead users to your site, making it essential for those looking to level up their SEO game.

Google Search Console helps you understand how Google views your site, alerts you to any issues, and provides recommendations on how to enhance your site's presence in search results.


  • Monitor your site's performance in Google search.
  • Identify and fix website issues.
  • Discover keywords driving traffic to your site.

Pricing: Free.

Visit Google Search Console

11. Gets a Smart New Logo | Apollo

Ideal for businesses looking to enhance their lead generation efforts. offers a suite of tools that help you find emails, build a list of targeted leads, and reach out with personalized messages, all in one platform.

With, you can tap into a vast database of potential leads, automate outreach, and track your interactions, ensuring you're always a step ahead in your sales game.


  • Access a vast database of potential leads.
  • Automate and personalize outreach.
  • Track interactions and improve sales strategies.

Pricing: Starts at $49/month.



The right tech tools can make the difference between spinning your wheels and skyrocketing to success. No matter what kind of business you have, leveraging the power of MarTech can help you streamline operations, better understand your audience, and ultimately drive more sales.

While the tools listed are widespread and trusted by many, the best tool is always the one that fits your specific needs. It's essential to review your tech stack regularly to ensure it aligns with your business goals and growth trajectory.

 If you need assistance in choosing the right stack for you, don't hesitate to book a no-strings-attached call with us.

Frequently Asked Questions

What is a MarTech stack?

A MarTech stack is a collection of marketing technology tools and software used together to streamline, automate, and analyze marketing tasks and data.

Why is choosing the right MarTech stack important for startups?

Choosing the right MarTech stack can significantly improve efficiency, reduce costs, and enhance customer experience. It ensures that businesses have the right tools to meet their unique needs and challenges.

How did you determine the top MarTech stacks for this guide?

The list was curated based on data from reputable sources like G2 and HubSpot, focusing on tools that startups and small businesses frequently use and recommend.

Are these tools suitable for businesses of all sizes?

While the tools listed are popular among startups and small businesses, many of them are scalable and can be beneficial for businesses of varying sizes, from solo entrepreneurs to larger enterprises.

Do I need to use all the tools mentioned in the guide?

No, you don't need to use all the tools. It's essential to assess your business's specific needs and choose tools that align with your goals and operational requirements.

Topics: Marketing Analytics Performance Marketing Inbound Marketing SEO No-code E-mailing B2B Marketing Growth Hacking Lead generation

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