Must-Have MarTech Tools for 2024

Learn about the marketing technology tools you should be using in 2024 to optimize your output, learn better insights, and be a better marketer.

By Jessica Miller-McNatt ・7 min read
Business & Marketing Strategy

It’s 2024, and the digital marketing arena looks dramatically different than just a few years ago. It’s time to re-assess your arsenal of digital marketing tools, look at what’s new, and likely discover platforms and technology advancements you never knew you needed. 

Whether you are a seasoned digital marketing professional, marketing agency, or tech enthusiast with a penchant for the cutting-edge, you're likely striving to optimize your marketing operations and deliver the best possible outcomes. This detailed guide is your compass in navigating the tides of Martech, showing you the must-haves you need for the year ahead.

A Technology-first Mindset

The innovations of recent years have brought tech-empowered marketing to the forefront. Now, it's not just about the message – it's about the mediums, the metrics, and the moment.

Data privacy regulations are tightening globally, forcing a rethink of third-party data reliance. Amidst these challenges, AI and machine learning are your newest allies, helping to personalize customer experiences within the bounds of privacy laws.

The mandate for marketers in 2024 is clear: Embrace technology, wield it wisely, and let it drive innovation and excellence in everything you do. These top picks in tech-driven tools can help pave the way to making this year your best yet. 


Data is the new black. And the tools in the analytics space have evolved from merely gathering website traffic numbers to providing actionable insights about consumer behavior, content performance, and advertising ROI. Interactive dashboards, AI-driven trend predictions, and omnichannel tracking are the new norm.

Top Picks for 2024 in Analytics:

  • Google Analytics 4 (GA4): GA4 shifts the focus from session-based to user-centric measurement, allowing businesses to better understand user behavior across multiple platforms and devices. G4Aprovides a more holistic view of the customer journey and enables more accurate attribution modeling. GA4 relies on event-based data collection rather than pageviews, allowing businesses to track a wider range of user interactions and behaviors, including app interactions, video views, scroll depth, file downloads, and more. G4A also provides deeper insights into user engagement and interaction patterns.
  • Tableau Analytics: Tableau provides an intuitive drag-and-drop interface that allows users to create visualizations and dashboards without extensive technical knowledge or coding skills. Users can create highly interactive visualizations that allow for data exploration and analysis from multiple perspectives. This interactivity enhances understanding and decision-making processes.
  • Microsoft Power BI: Power BI provides an intuitive and user-friendly interface that allows technical and non-technical users to create sophisticated reports and dashboards without extensive training or programming skills. Power BI includes advanced analytics capabilities such as predictive analytics, machine learning, and natural language processing (through integration with Azure services), enabling users to gain deeper insights and uncover patterns and trends in their data.

Content Creation

Content is not just king; it's a continually evolving dynasty. AI has entered the ring not to replace creativity but to augment it. AI-driven platforms provide suggestions for content direction, optimize for SEO, and offer post-publication insights.

Top Picks for 2024 in Content Creation:

  • Jasper: This tool is in indispensable part of my team. It’s an AI writing “co-pilot” that offers suggestions for your content in real-time, using your custom voice to create marketing content such as copy, social media posts, blog articles, listicles and thought pieces. If you’re enjoying this article, Jasper played a part in getting it off the ground.
  • Canva: Although Adobe may be considered superior to this DIY tool, Canva continues to democratize design with its library of assets and AI design tools that reduce the barrier to visually enticing content. 
  • ShortStack: ShortStack has been on the market for a long time but remains the leader in sweepstakes, contests, and quiz creation. The platform’s Builder is suitable for all skill levels and offers nearly 100 templates to help users get started. 
ShortStack's contest and giveaway Builder

Organization & Task Management

An organized approach is non-negotiable with the burgeoning volume and variety of digital marketing initiatives. The rise of remote work has further underscored the need for digital project management and collaboration tools.

Top Picks for 2024 in Organization:

  • Asana: My team has used Asana for everything from complex project management to individual task lists. This tool has allowed us to engage seamlessly while scaling productivity as a remote office. Additionally, Asana offers advanced features such as automating repetitive tasks and workflows. Users can create rules and triggers to automate actions such as task assignments, notifications, and status updates, saving time and reducing manual effort.
  • This popular work operating system (Work OS) tool helps teams manage tasks, projects, and workflows. Users can create custom boards, columns, and templates to tailor to their unique workflows and processes. integrates with a wide range of third-party tools and services, including communication platforms (e.g., Slack, Microsoft Teams), file storage services (e.g., Google Drive, Dropbox), and productivity apps (e.g., Trello, Asana).
  • Trello: Our engineer team uses Trello to prioritize platform upgrades and other projects. Its simplicity remains a favorite because it facilitates collaboration among team members through features such as comments, mentions, and real-time updates. Team members can communicate, share ideas, and provide feedback within the context of specific tasks and projects.

Email Marketing

Email marketing has stood the test of time despite the advent of social media and instant messaging. In 2024, personalization through AI, hyper-segmentation, and dynamic content are the tactics that breathe new life into this channel.

Top Picks for 2024 in Email Marketing:

  • MailModo: The email tool of choice for our team. They’re leading the charge in offering AMP email content, which can include anything from forms, carousels, accordions, surveys and more right inside the email. They also provide responsive email templates optimized for different devices, screen sizes, and integrations that allow seamless sales funnels and drip campaigns.
Mailmodo's library of templates
  • Mailchimp: Everyone loves their funky branding, but Mailchimp is way more than a cute monkey face. This email tool offers many tools, from A/B testing to predictive analytics, making sending the right message to the right person at the right time easier.
  • Campaign Monitor: With its robust templating system and dynamic content capabilities, this email tool caters to small and large businesses, offering scalable solutions for email marketing campaigns.


SEO remains the bedrock of digital visibility. Voice search, local SEO, and user intent optimization have come to the forefront, reshaping the overall SEO landscape.

Top Picks for 2024 in SEO:

  • Google Search Console: This one is a favorite, free tool provided by Google that helps website owners monitor, maintain, and troubleshoot their site's presence in Google Search results. Unlike other Google tools, it’s relatively easy to use and provides valuable insights into how Google crawls, indexes, and ranks your website.
  • SEMrush: An all-in-one SEO tool that offers keyword research, competitive analysis, site audits, rank tracking, and backlink analysis. It provides actionable insights to help improve your website's visibility and performance in search engine results.
  • Ahrefs: An industry stalwart, Ahrefs’ updates continue to keep pace with the dynamic world of SEO, providing invaluable data for competitor analysis and keyword targeting. Ahrefs is a comprehensive SEO toolset that offers keyword research, backlink analysis, competitor analysis, site audits, and rank-tracking features. It provides valuable insights into your website's SEO performance and helps identify opportunities for improvement.

Integrating the Martech Puzzle: AI as the Cornerstone

As we delve deeper into the Martech landscape of 2024, one thing becomes abundantly clear – artificial intelligence is no longer an outlier. It's the thread that weaves through all aspects of marketing technology, enhancing features, automating tasks, and providing marketers a more innovative way to work.

Integrating AI within Martech tools fosters an environment of intuition-backed productivity where predictive analytics, customer journey mapping, and personalized content recommendations are at the forefront.

For the savvy marketer of 2024, embracing AI within their toolkit is not an act of following a trend; it's a strategic decision that enables them to outshine competitors and delight customers.

The Martech Journey Continues

The tools at our disposal are more sophisticated, smarter, and more capable than ever, beckoning marketers to innovate, strategize, and connect in ways that were once the realm of science fiction.

So, prepare your marketing arsenal with the tools mentioned in this guide. As 2024 unfolds, embrace the Martech evolution, and let the synergy of technology and creativity chart your course toward marketing excellence. The current is strong, and the horizon is clear – it's time to set sail.

About the author

By Jessica Miller-McNatt ・7 min read

Jessica Miller-McNatt has been with ShortStack for over a decade and has served in every role from Marketing Team Lead to Customer Success. Her journey in martech continues to fuel her fascination for what drives growth. Jessica's favorite weekends are spent in the North Georgia mountains, chasing waterfalls and exploring with her family.

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