What were the most talked about marTECH tools in 2025 – and did your business use them?
2025 saw the introduction of some of the biggest tools for marketing that we have ever seen to date.
But did you take them on board? Did you utilise tools for your business? Did you use some, change your mind and then replace them?
Seemingly, the most talked-about MarTech tools in 2025 were characterised by their integration of Artificial Intelligence (AI), focusing on first-party data amidst the phase-out of third-party cookies, hyper-personalisation and seamless omnichannel experiences.
Key tools that dominated included:
Core platforms & data management
Customer Relationship Management (CRM) Software:
Traditional core platforms like HubSpot, Salesforce, and ActiveCampaign remained central to managing customer interactions and sales pipelines, with increasing integration of AI-powered features for lead scoring and automation.
Customer Data Platforms (CDPs) and Cloud Data Warehouses:
There was a significant shift towards “composable CDPs” and cloud data warehouses, such as Segment and Snowflake/dbt/Hightouch solutions, as the new data foundation. This trend aimed to unify disparate data sources into a single source of truth for more effective, privacy-compliant personalisation.
AI & Content Generation
Generative AI Tools:
Tools for content creation and optimisation became popular.
- Jasper was a leading platform for generating marketing copy, blog posts, and ad creatives.
- ChatGPT, Claude, and Gemini were widely used as general AI assistants for brainstorming, writing, and summarization.
Analytics & Optimisation
Web and Behavioral Analytics: The focus shifted to privacy-centric and behavioral analytics tools as third-party cookies were phased out.
- Google Analytics 4 (GA4) was a must-have for cross-platform, event-based data insights.
- Hotjar remained a key tool for visual behavioral insights through heatmaps and session recordings for conversion optimization.
Social Media & Engagement
- Social Media Management Tools: Platforms focused on managing content and engagement across various social channels.
- Hootsuite and Sprout Social were highly discussed for scheduling, analytics, and social listening capabilities, with both integrating AI for agent replies and content generation.
Emerging Technologies
- Low-Code/No-Code Platforms: A growing trend involved brands using low-code platforms to build custom internal MarTech tools and automate workflows without heavy reliance on engineering teams.
- AI Agents and Workflow Automation: More advanced AI agents capable of autonomous actions (e.g., optimizing campaigns in real time) began to emerge and were a hot topic of discussion for future MarTech architecture.
Where can you find out about the latest marTECH tools? marketingSHOWCASE events – they’re free to visit. Find out more here: https://mktgshowcase.co.uk/