Top 30 Digital Marketing Tools in 2023 (According to Our Survey)


We surveyed 284,350 marketers in our Ahrefs’ Digest newsletter to ask them one simple question: “What digital marketing tools are you using in 2023?”

Here are the results.

Pie chart showing percentage breakdown of top five SEO tools

1. Google Search Console

Google Search Console (GSC) is an SEO tool that helps you to:

  • Understand how Google sees your pages.
  • Analyze clicks, impressions, and average position.
  • See which queries bring users to your site.
  • Find and fix technical SEO errors.
  • Get your content on Google by submitting sitemaps.

GSC’s popularity among SEOs and marketers is just one of the reasons we decided to integrate GSC into Ahrefs’ Rank Tracker and our free tool: Ahrefs Webmaster Tools.  

2. Ahrefs

Ahrefs is an SEO toolset you can use to optimize your website and improve your rankings in search engines like Google. 

It’s especially useful for the following SEO tasks:

You can try Ahrefs for free by signing up for Ahrefs Webmaster Tools (AWT). Connecting your website to AWT enables you to audit and track the SEO performance of your website. 

3. Google Business Profile 

Google Business Profile allows you to manage how your local business appears in Google Maps and Search.

With a Google Business Profile, you can:

  • Maintain accurate information about your business online.
  • Tell Google your hours, website, phone number, and location (a street address, service area, or place marker, depending on your business).
  • Interact with customers.
  • Attract new customers.

4. Screaming Frog SEO Spider

Screaming Frog is an SEO tool that enables you to audit your website. One useful feature is the tool’s ability to pull data from other sources such as Google Analytics, Google Search Console, and even Ahrefs API—giving you a total view of your website’s search data.

5. Yoast SEO

Yoast SEO is a WordPress SEO plugin that optimizes your website for search engines. It currently has 5 million active installations and enables you to configure your website to be SEO-friendly.

Pie chart showing percentage breakdown of top five social media tools

1. Hootsuite

Hootsuite is a social media management platform. With it, you can publish and schedule your social media content from one dashboard. It supports integrations with Twitter, Facebook, Linkedin, Instagram, Pinterest, YouTube, and TikTok. 

2. Buffer

Buffer is a social media tool that helps you plan and publish your social media content. It’s also got analytics built into the platform so you can monitor the performance of your posts. It allows you to publish on all major social networks and less popular ones like Mastodon.

3. Later

Later allows you to schedule and post social media content to the main social media platforms. They’re partners with TikTok, Meta, and Pinterest. But you can also post on LinkedIn and Twitter.

4. Sprout Social

Sprout Social is a social media management tool that helps marketers grow their social media presence. It centralizes publishing, monitoring, engagement, and analytics. It works across all the major social media platforms.

5. Tailwind

Tailwind is a social media and analytics platform that allows you to schedule your social media posts for platforms like Instagram, Pinterest, and Facebook in one place.

Pie chart showing percentage breakdown of top five email marketing tools

1. Mailchimp

Mailchimp is a leading email marketing automation platform that allows you to track and analyze your email marketing campaigns. It has a drag-and-drop editor, meaning you don’t need any coding knowledge to get an email campaign up and running.

2. HubSpot Email Marketing

HubSpot provides a suite of tools aimed at helping small to medium-sized businesses with their marketing. Among those tools is a well-equipped, personalized email marketing tool that you can use to help boost your email campaign engagement.

3. ActiveCampaign

ActiveCampaign has over 250+ B2B and B2C email templates, making it easy to get your next email campaign up and running. You can trigger emails based on a purchase, site visits, or engagement and also segment your audience for more targeted campaigns.

4. Mailerlite

Mailerlite allows you to automate your workflow and send targeted campaigns. It has an easy-to-use drag-and-drop editor. Another useful feature is that you can monetize your audience, as the platform integrates with Shopify, WooCommerce, and Stripe.

5. Brevo (Formerly Sendinblue)

Bevo (formerly Sendinblue) allows you to create professional-looking emails without design skills using its drag-and-drop editor. It offers unlimited contacts and allows you to track how each email performs—allowing you to learn what works best with your audience.

Pie chart showing percentage breakdown of top five CRO tools

1. Hotjar

Hotjar is a tool that allows you to see which parts of your pages customers are engaged with. It does this through a number of methods, such as:

  • Heatmaps
  • Screen recordings
  • User feedback
  • User surveys

2. Optimizely

Optimizely is a split-test tool that provides insights into your users’ behaviors on your website. It allows you to validate new features by running experiments. It’s also a low/no-code platform, so you don’t need to be a technical genius to get an experiment up and running. 

3. Microsoft Clarity

Microsoft Clarity is a free-to-use heat mapping tool that allows you to see how visitors are interacting on your website. It allows you to watch how people use your site with the session recordings. The tool integrates with Google Analytics, meaning you can get a total view of your customers’ interactions on your website.

4. Lucky Orange

Lucky Orange has a simple-to-use dashboard and focuses on improving your website’s conversion rate. It does this by using dynamic heatmaps, session recordings, and surveys. You can also use this tool to see the entire history of a visitor’s interactions on your website.

5. VWO

VWO is an easy-to-use A-B testing tool. It has a WYSIWYG editor that makes it easy to run experiments with no developer or technical expertise required. VWO also helps you understand the user journey using heatmaps, session recordings, and more.

Pie chart showing percentage breakdown of top five productivity tools

1. Google Workspace

Google Workspace provides a suite of tools that you can use to run your business. If you want to create documents, spreadsheets, slides, store files, set up a video call, or simply check your email, you can do them all here.

2. Zoom

Zoom is a video conferencing platform that you can use to hold video conference calls. Its increasing popularity has meant it has never been easier for digital marketing professionals to jump on a call with a client or colleague. 

3. Slack

Slack is a collaborative platform where you can work with your team or collaborate with other teams. It uses “Channels” to organize content, bringing all your communication into a single platform. Another benefit of Slack is that it has over 2,000 integrations with your other favorite tools and allows you to automate routine actions.

4. Dropbox

Dropbox is a cloud storage platform that allows you to store your files in a private and secure place. You get 2GB of cloud storage free with Dropbox Basic, so it’s a popular choice for storing and sharing files for collaboration.

5. Microsoft Teams

Microsoft Teams is a video conferencing platform that enables you to collaborate with colleagues. Its integration with other tools like Office 365 makes it easy to use if you are familiar with Microsoft’s other products.

Analytics tools

Pie chart showing percentage breakdown of top five analytics tools

1. Google Analytics

Google Analytics helps collect data about your website’s visitors and how they interact with your website. It’s used by businesses of all sizes to understand their visitors’ customer journey.

2. Similarweb

Similarweb gives you market insights and helps benchmark your digital performance against competitors. It also allows you to generate insights about your audience that can help determine your marketing strategy.

3. Matomo

Matomo gives you 100% control over your data. It helps you to understand what your visitors are searching for, their behavior, and how you can optimize their user experience. It’s used on over 1 million websites.

4. HubSpot Analytics

HubSpot Analytics allows you to analyze your website’s performance metrics, such as sessions and conversion rates. It also tells you which traffic sources bring the most customers over time. Reporting is a central part of the tool, and its integration with the rest of the HubSpot platform is its strength if you’re already using HubSpot.

5. Amplitude

Amplitude is a product analytics and event-tracking platform. It can identify behaviors that drive growth or churn and provide insights to help you make data-driven decisions. It also has various industry-specific templates and automated reports that allow you to customize recommendations and insights based on your industry.

Final thoughts

Although not part of this survey, a final honorary mention should go to ChatGPT. It’s fair to say it’s changed how many digital marketers work and helped them increase their productivity.

Got any questions? Ping me on Twitter.


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