Are there certain tools that you’d recommend for best-in-class campaign execution?

The MarTech stack is only as good as the strategy, people, and process it supports. Invest in the strategy, people, and process to set the foundation, and then select MarTech that will amplify and accelerate that. The MarTech stack at Morningstar includes 6sense, Asana, Bizible, Contentstack, Eloqua, SFDC, BrightTalk, ZoomInfo, and BigMarker

First and foremost, the tools need to support your goals. You could have all the tools available, but they may not align with the desired business outcomes. Once you have aligned your goals and requirements and have a set strategy for foundational purposes, only then should you consider investing in additional tools. With that being said, here are a few examples for best-in-class campaign execution:

• Project management examples: Asana, Trello, or Monday.com

• Social media management examples: Hootsuite, Sprout Social, or Buffer

• Email marketing examples: Mailchimp, SendGrid, or Constant Contact

• Customer relationship management (CRM) examples: Salesforce, HubSpot, or Zoho

• A/B testing examples: Mutiny, Optimizely, or VWO

This is by no means an exhaustive list. Depending on your go-to-market motion, you may also have tools for ABM, data visualization, analytics and other specific use cases.