For our clients, we recommend Adobe Marketing Cloud or Google Analytics. Adobe Marketing Cloud provides more robust data (tagging, unique events, pathing, etc.). There’s a considerable cost that comes with it, and you also need in-house ability and knowledge to know how to set up the reporting suite, how to modify reports, etc. So if you’re really looking for your money’s worth, go with Google Analytics.
Axiom33 is good a good source for third-party audience behavioral data to identify segments and support lead generation, but it’s a very high-touch execution, very expensive and hard to scale quickly. We’ve had much more success customizing the lead-gen process specifically for each client, and we generally adapt to the email marketing platform they’re using. We work with clients to assess their target audience and specifically customize those messages. On the lower end of things, we go back and forth between Constant Contact or MailChimp, and on the enterprise level, we're partial toward Salesforce Marketing Cloud (formerly ExactTarget). Capture and storage of data usually resides with our clients.
We have a proprietary file-sharing service. We have rigid security protocols, so we’re a little uncomfortable using the Google platform. At least four of our corporate clients have banned Google Docs in the last six months for similar reasons.
We moved from Paychex to ADP. We experienced many frustrations with Paychex as the company got larger and we wanted to roll out a more significant benefits package to our employees. That happened around our 25th employee, when we wanted to become a destination employer and attract more hires.
For marketing positions, we’ve had a lot of success with LinkedIn Recruiter—we’ve gotten a lot of value out of their multi-pack job ads. But as you’re looking to fill more technical roles, the effectiveness of LinkedIn is lower, and you have to shift over to a recruiter. We tried Dice on the technical side, but that didn’t get us anything. We haven’t found a software solution that has brought in the necessary development candidates.
Brandwatch is great for social media analytics and monitoring.
On the SEO front, Moz is great for managing search engine optimization efforts including tracking search engine visibility for key brand terms, running crawl reports and reviewing competitor activity (e.g., position, in-bound links).
Asana is OK—it’s not the most user-friendly, but it gets the job done. On its own, it hasn’t become the hub of project management. Instead, a combo of Asana, Slack and an internal sharing infrastructure seems to do the trick. Communication in Asana isn’t as fluid as it is through Slack, and it’s a little cumbersome to enter feedback into the platform. The UI needs some improvement, but it does what it needs to do, especially when you’re on a budget. We get the most pushback on Asana from the technical team.