The Top 10 Tools That Changed Marketing in the Last 20 Years
Marketing has evolved dramatically over the past two decades, and a handful of tools have played a massive role in shaping this evolution. From automation to analytics, these tools have made marketing more efficient and democratized access to high-level marketing capabilities for businesses of all sizes. Here are the top 10 tools I think have made the biggest impact—along with my own journey using them.
- HubSpot – The Game-Changer for Inbound Marketing and CRM
HubSpot made inbound marketing and CRM accessible to startups, revolutionizing how businesses approached lead generation, nurturing, and sales automation. I’ve personally used HubSpot as my personal CRM on the free plan, and at HealthJoy, I used it extensively, and it’s become an essential part of my tech stack. However, one thing to note is that the total cost of ownership has increased significantly, with more features being locked behind higher-tier plans or pricey add-ons. This is especially true for Professional and Enterprise users. It’s still a powerhouse, but make sure you’re aware of the hidden costs. I would say half of the companies I work with as a fractional CMO are still using it. - Mailchimp – The Former King of Email Marketing
Before the Intuit acquisition, Mailchimp was the go-to for email marketing, and I used it for a long time, including at HealthJoy, before transitioning to HubSpot. Mailchimp was once the de facto tool for sending marketing emails, but it’s not as competitive now. I’ve since moved on, using HubSpot for most of my email marketing needs, though I still manage clients on MailerLite, which is a great low-cost alternative for smaller-scale operations. I could write an entire blog post comparing email platforms since a new one is created every week, but most are similar in this mature space. - Google Analytics – The Pioneering Analytics Platform
Since its release in 2005, Google Analytics has been the cornerstone of website performance tracking. I’ve been using it since day one, and while it was once untouchable, the new GA4 interface is more complex than it needs to be. GA4 requires a level of technical expertise—either a data analyst or programmer—which makes it less accessible to everyday marketers. Despite this, I still use it with most clients, though I’ve also been testing out Piwik PRO recently. I think Google Analytics will remain one of the leaders due to its price-free nature, but some people have issues with giving their website data to Google. - Facebook Ads Manager – Revolutionizing Social Media Advertising
Facebook Ads Manager was a revelation when it first launched, giving startups access to hyper-targeted, cost-effective ads. Coming from an adtech background, I saw firsthand how it disrupted the advertising industry. Facebook Ads remains influential, especially for B2C, though I’ve seen it work wonders in B2B as well when done right. The interface has gotten more complicated, and it does take some time to learn, but it’s time worth spending. - Zapier – No-Code Automation at Its Finest
Zapier was a game-changer, especially for those of us working with a variety of SaaS platforms. I started using it back in 2012, and it’s still the most compatible tool for automating workflows between apps. It’s made the process of connecting tools a breeze. While I still use Zapier, I’ve also begun working with Pabbly Connect as a cost-effective alternative for some clients. But Zapier’s extensive compatibility makes it irreplaceable in many cases. - Canva – Empowering Non-Designers Everywhere
Canva democratized design, making it possible for anyone—even non-designers—to create professional-quality visuals. Templates became a lifesaver for startups that couldn’t afford in-house designers.I use Canva for 80% of my design work today, though I still rely on Adobe for more complex tasks. Canva is perfect for quick-turnaround projects and in-house templates that others can use easily. - Hootsuite – The Original Social Media Management Tool
When Hootsuite first came out, it made managing multiple social media channels at scale possible. I used it extensively early on, and it was nothing short of revolutionary. But its interface feels a bit dated now. These days, I lean more on Buffer.com for both personal accounts and client work. It’s easier to use, more affordable, and feels more lightweight. - Google Ads – Still the King of Paid Search
When Google Ads launched, it changed the game for marketers. I’ve used it with almost every client I’ve worked with, and there’s still no better way to target intent-based search traffic. The platform’s flexibility in budgeting and the ability to target specific audiences makes it one of the best marketing tools available. The results speak for themselves. - Intercom – Bringing Customer Engagement to the Next Level
Intercom has been a go-to for companies looking to blend live chat with automation, making customer engagement more personal and streamlined. Whether it’s for nurturing leads or offering customer support, Intercom provides a fantastic, unified messaging experience. I’ve seen Intercom used across various industries, and it continues to be a leader in the customer messaging space. - SEMRush – The Ultimate SEO Tool
SEMRush has been a dominant force in SEO and content marketing. I’ve used it on multiple occasions to optimize my clients’ online visibility. It’s one of the best tools out there for competitive analysis, keyword research, and keeping up with the constantly changing landscape of SEO. For startups and small businesses trying to improve their organic reach, SEMRush is invaluable though Ahrefs and Moz are also amazing alternatives.
BONUS TOOLS (Things I’ve been using lately in no particular order) - SyncSignature – For $2 a month, per team member, this email signature generator is priced right and helps standardize signatures across departments. You can get started for free and it’s a great way to push things like lead magnets at scale or demo CTAs.
Wrapping Things Up
These ten tools have changed the face of marketing over the last 20 years. While some may have evolved (or devolved) over time, each has left its mark in a significant way. Whether you’re just starting or looking to scale, these tools are essential to consider in your marketing strategy. From automation and analytics to design and SEO, they’ve shaped how we approach marketing in the modern era. If you want to talk more about what tools work best for you, please reach out.