Popular Marketing Technology Categories

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Popular Marketing Technology Categories

Key marketing technologies include Customer Relationship Management (CRM) to organize data, Content Management System (CMS) to manage digital content, analytical tools and measures to gauge efficiency and effectiveness of marketing activities, and a range of advertising methods and tools. We find that the use of these technologies and tools depends on the nature of their work and relationship with stakeholders. While CMS is used across organizations, the use of advertising and analytical tools is common among member-based organizations.


  • Member-based organizations use several digital marketing tools to acquire and retain members. A survey of member-based organizations by Marketing General Incorporated asked respondents questions on advertising tools, use of association management software and communication practices.
    • iMIS and Abila are the most commonly used association management software. Organizations with a budget of at least $1 million prefer iMIS.
    • On the question of marketing tools used, of the 105 associations that responded, 68% chose Facebook paid ads, and 51% chose Search Engine Optimization (SEO). Other tools include re-marketing through Facebook, AdRoll, or Google (46%), search engine ads (45%), paid banner ads on other websites (32%), lead generation content marketing through white papers, videos and webinars (30%), and LinkedIn paid advertising (29%).
    • 55% of the 679 respondents use marketing automation to send customized emails.
    • Response rate analysis and Return on Investment (ROI) are the commonly used metrics to assess the effectiveness of marketing campaigns.


  • Healthcare organizations typically use CRM and CMS for effective marketing.
  • A CRM allows a healthcare organization to collate all customer information in one platform. According to Forrester, “A customer relationship management system designed for HCOs (healthcare organizations) to engage, attract, acquire, and retain customers as well as aggregate multiple types of data — including clinical, demographic, scheduling, financial, and more — to create insight into healthcare customers’ activity and behavior.”
    • In the first quarter of 2020, Forrester released a list of top players in the CRM category for healthcare providers. These include "Creatio, Healthgrades, Microsoft, Pegasystems, Salesforce, SugarCRM, and Welltok." Pegasystems and Salesforce top the list. These tools provide healthcare firms with insights drawn from multiple data sources and "deep individualization" that goes beyond standard metrics such as the location of the patient.
    • According to Software Advice, Salesforce, MailChimp, and Zoho CRM are the most reviewed CRM software in the healthcare segment.
  • A CMS is used for development, management, and modification of digital content. Sitecore and Episerver are the top performers in this category, according to Forrester and Gartner. For those with a smaller budget, Magento or Umbraco might be a better fit.


  • A CRM tool enables grant-making foundations to store all information and communication relating to grantees and donors in a single platform; this improves the quality of communication and the effectiveness of marketing campaigns.
  • G2 identifies top grant management software based on user feedback and data collected from social media platforms. The best tools include NetSuite, SurveyMonkey Apply, Bloomerang, Submittable, OpenWater, Instrumentl and Salesforce.
  • Salesforce.org—the philanthropic arm of Salesforce—launched foundationConnect in 2019. It is a grant management system that allows foundations to manage different stages of grant-making such as application submission, review of applications, tracking report submission by grantees and measuring progress on goals and activities in a single platform.
    • foundationConnect also has features for targeted mass email marketing and communication through mobile or social media platforms.
    • Funding organizations such as the William Penn Foundation and the New York State Health Foundation use the software.
    • Before the uptake of foundationConnect, the William Penn Foundation had multiple databases to manage grants; these databases did not allow off-site access. Grant management was labor-intensive and reliant on updating spreadsheets, making it difficult for stakeholders to understand the live status of a grant.
    • Commenting on the benefits of the shift to foundationConnect, Samantha Shain, Database Administrator at William Penn Foundation said, “Our old system required a lot of passing of the baton—one person had to complete their work before another person could do theirs. Now, work can happen simultaneously—financial review, legal review, deliverable review, and more. There is more transparency into what others are doing and how they can support each other.”


  • "“Reporting inconsistencies proved we were unable to effectively track and measure the impact of our grants,” said Ursula Stewart, Grants Manager at NYSHealth. “Now, reporting with foundationConnect is extremely comprehensive and powerful. We’re able to better track our work, assess lessons learned from the outcome of projects, and achieve meaningful impact.”"
  • "“foundationConnect has enabled a more collaborative grant development process with all of our information in one system,” said Samantha Shain, Database Administrator at the William Penn Foundation. “It has also led to more parity with admin functions internally, leading to increased transparency across the organization.”"
  • "“Having all of our data in a single place has allowed us to move faster, be more transparent, and freed up staff time,” said Andrea Landes, Vice President, Grants Management at The Commonwealth Fund. “Transitioning to foundationConnect was a smooth process thanks to support from our implementation partner, and our staff have made the most of its offerings.""