As marketing technology continues to evolve, businesses face an increasingly complex array of tools to choose from. From CRM systems and automation platforms to analytics dashboards and ad management tools, today’s marketing stack can easily balloon into dozens of separate products. This complexity often leads to inefficiencies, increased costs, and data silos that hinder performance. To combat this, many organizations are turning to martech consolidation — the practice of unifying marketing technologies to streamline operations and ensure seamless workflows.
However, consolidation isn’t just about cutting tools — it’s about choosing the right combination of platforms that truly work together. Here are 10 martech tools that integrate powerfully and help businesses create a unified marketing ecosystem.
1. HubSpot + Salesforce
While both HubSpot and Salesforce offer standalone CRM capabilities, they can be even more effective when connected. HubSpot excels in inbound marketing, lead capture, and nurturing, while Salesforce remains the industry standard for sales pipelines and enterprise CRM. Their established two-way integration allows for lead syncing, sales updates, and marketing performance tracking — minimizing manual updates and enhancing alignment between sales and marketing.
2. Zapier as an Integration Bridge
Zapier is not a marketing tool per se, but a powerhouse for automation and integration. It allows marketers to connect over 5,000 web apps without relying on heavy development. Want to send webinar sign-ups from Zoom into your email list on Mailchimp? Need to log Facebook leads into Google Sheets? Zapier makes these tasks seamless and automated.
3. Google Analytics + Google Tag Manager + Looker Studio
This Google trio is essential for deep performance insight. Google Analytics collects site data, Google Tag Manager enables simplified tag deployment, and Looker Studio (formerly Data Studio) transforms raw data into beautiful, shareable dashboards. Combined, they offer a real-time, customized view of KPI performance.
4. Slack + Asana + Google Workspace
Martech also includes the tools marketers use to collaborate. Slack integrates effortlessly with Asana to manage campaign tasks, while Google Workspace ties in with Slack to share Docs, Slides, and meeting notes. Notifications from project updates and file collaboration appear directly in Slack, aiding productivity without switching apps.
5. Segment + Intercom
Segment is a customer data platform (CDP) that collects, unifies, and sends customer data to your marketing tools. When combined with Intercom — a conversational marketing platform — it allows teams to deliver hyper-personalized messages across chat, email, and product tours in real-time based on user behavior.
6. Mailchimp + Shopify
For ecommerce-focused businesses, Mailchimp and Shopify make a strong pair. Their integration enables email automation triggered by store events — like abandoned cart emails and first purchase welcomes. Businesses can also sync product recommendations into emails and track revenue attributed to each campaign.
7. Hotjar + Google Optimize
Improving user experience is critical for marketing success. Hotjar provides behavior analytics via heatmaps, session recordings, and user feedback, while Google Optimize allows marketers to A/B test web elements in real time. Together, they help diagnose friction points and validate design changes based on actual user data.
8. Marketo + Bizible
For B2B marketers focused on ROI attribution, Marketo’s automation capabilities pair well with Bizible’s multi-touch attribution technology (both owned by Adobe). This combo helps quantify marketing performance across long sales cycles by revealing which campaigns deliver real pipeline impact, not just clicks.
9. Hootsuite + Canva
Managing social media requires both planning and creativity. Hootsuite’s scheduling and monitoring capabilities integrate well with Canva’s design platform. Teams can create visual content in Canva and publish it directly through Hootsuite, saving time and ensuring brand consistency across channels.
10. Trello + HubSpot Workflows
Project visibility is just as vital as campaign automation. Trello’s Kanban-style boards can reflect each phase of a campaign, and when integrated with HubSpot’s automation workflows, stages can be moved or updated based on CRM activities — like when a lead transitions from MQL to SQL.
Why Consolidation Matters
Beyond choosing tools that simply integrate on paper, successful martech consolidation hinges on actual interoperability — tools sharing data, triggering actions, and providing visibility across departments. Gartner reports that marketing teams use an average of over 20 tools, many of which overlap in features. Instead of over-stacking, smart consolidation keeps your tech lean without sacrificing capability.
Improved integration also grants better data hygiene, faster campaign execution, reduced software costs, and a unified customer experience. Rather than toggling between platforms or suffering from fragmented analytics, marketing teams can focus their energy on strategy and creative execution.
Choosing Tools That Actually Work Together
Before adopting or retiring a tool, marketers should map out both upstream and downstream workflows. Key questions include:
- Does this tool support native or API-level integrations with our core systems?
- Can its data trigger events in other tools, or be triggered by them?
- Is this integration maintained long-term or does it rely on workarounds?
- Does it add value without creating manual follow-up steps?
Vetting for true compatibility is a strategic task — not just a technical one. Collaboration between marketing, IT, and sales ensures a consolidated stack that supports cross-functional goals.
Future Trends in Martech Integration
Looking ahead, martech consolidation will increasingly rely on artificial intelligence and real-time orchestration. AI will help determine the next best action across platforms, while cloud-based customer data platforms (CDPs) will act as the foundational layer for cross-channel coordination. Suite-based solutions from Adobe, Salesforce, and HubSpot are also expanding to reduce reliance on disparate third-party apps.
Ultimately, consolidation doesn’t imply limitation — it means building a tech stack that elevates performance through thoughtful, strategic connection.
Frequently Asked Questions
Why is martech consolidation important?
Consolidation enhances efficiency, reduces software redundancy and subscription costs, improves data accuracy, and enables integrated campaign tracking. It also simplifies management for leaner teams.
How do I know which martech tools should be consolidated?
Assess overlapping tools, integrations that require too many manual steps, and those that aren’t compatible with your data flow. Speak with users and audit engagement levels to make informed decisions.
What’s the best way to start consolidating our martech stack?
Begin by clearly defining your team’s core marketing goals. From there, identify the essential features you need and evaluate tools based on ecosystem compatibility. Pilot tests with minimal disruption and review results regularly.
Is it better to go with an all-in-one solution or best-of-breed tools?
It depends on your company’s size and flexibility needs. All-in-one solutions reduce complexity, but best-of-breed options provide specialization. The key is ensuring whatever tools you use integrate well.
Do integrations require coding knowledge?
While some advanced setups may require developer involvement, many modern tools offer no-code or low-code integrations through built-in connectors or platforms like Zapier.
In the ever-evolving digital landscape, consolidating your martech stack with tools that genuinely work together can give your business the competitive edge it needs to thrive.