The marketing world loves its buzzwords—but “tech stack” is one that actually matters.

Your marketing tech stack is the backbone of your business operations. It’s the collection of tools, software, and platforms that power everything from customer relationship management (CRM) to content creation, analytics, communication, and beyond.

But here’s the hard truth: not every shiny tool is worth your budget.

At Happy Brands Co, we believe in being intentional about the tools we invest in. Efficiency, collaboration, and scalability are our guiding principles. Over the years, we’ve built a lean, effective tech stack that supports our growing team, streamlines client work, and eliminates overwhelm.

Today, we’re pulling back the curtain on what we actually use—and what we think you can skip.


Must-Have Tools for a Modern Marketing Tech Stack

Let’s start with the essentials. These are the tools we consider non-negotiable for running a successful, modern marketing agency.

1. CRM Tools: monday.com

Customer Relationship Management (CRM) tools are the foundation of client communication and project tracking. For us, monday.com serves as our CRM of choice.

Why we love it:
• Simple visual workflows
• Easy pipeline management
• Customizable for our client lifecycle
• Integrates with other tools we use

It helps us stay on top of leads, ongoing client projects, and internal team collaboration—all in one place.

2. Task & Project Management: Wrike

To keep our projects organized and moving forward, we rely on Wrike. With multiple client accounts, content calendars, and campaigns to juggle, Wrike keeps our team aligned.

What Wrike does for us:
• Task assignment & timelines
• Real-time project updates
• Client-specific boards for transparency
• File sharing and approvals

It’s our go-to for managing deliverables and keeping everyone (including clients) on the same page.

3. Team Goals & Planning: Bloom

For internal organization and team goal-setting, we use Bloom. This tool helps us visualize company-wide objectives and track progress.

It supports:
• Goal planning and KPIs
• Collaboration on initiatives
• Transparency in team roles and responsibilities

It’s less about daily tasks and more about big-picture alignment.

4. Data & File Storage: Google One Drive

Every marketing team needs a solid data library. For us, Google One Drive is home base for:
• Client assets
• Company documents
• Shared team resources

It’s organized, accessible, and integrates with our existing Google suite.

5. Communication & Video Meetings: Google Meet

While many default to Zoom, we prefer Google Meet for video calls and meetings. Since we’re already heavily invested in the Google ecosystem, it keeps things seamless.

(We’re even considering moving our email from Outlook to Google Workspace to streamline further.)

6. Contracts & Signatures: E-Signature Tools

For contracts, agreements, and approvals, we utilize e-signature software to keep processes digital, secure, and efficient. It reduces turnaround time and eliminates the need for physical paperwork.

7. Financial Management: QuickBooks

Running a business means staying on top of the numbers. We use QuickBooks for:
• Invoicing
• Expense tracking
• Contractor payments
•Financial reporting

It simplifies our accounting and ensures we’re always aware of our financial health.

Marketing & Growth Tools We Rely On

1. Social Media Management & Analytics: Sprout Social

Social media is at the heart of what we do. Sprout Social helps us:
• Schedule and manage posts across platforms
• Monitor engagement and mentions
• Analyze campaign performance
• Generate client-ready reports

It’s a robust tool that gives us both control and insight.

2. AI for Content & Efficiency: ChatGPT

Yes, we use ChatGPT (hello, that’s me!). It’s our brainstorming buddy, helping us:
• Generate content ideas
• Draft outlines and social captions
• Polish copy quickly

But don’t worry—every final piece gets a human touch to ensure it aligns with our unique brand voice.

3. Training & Development: Udemy & HubSpot Academy

Keeping our team sharp is a priority. We leverage:

Udemy for paid, in-depth team trainings on marketing, design, and business skills.

HubSpot Academy for free, high-quality courses on marketing strategies, CRM usage, and digital trends.

Both platforms help us stay ahead without breaking the bank.

What You Can Probably Skip (For Now)

Not every tool lives up to the hype. In our experience, here’s what’s often overkill:
• All-in-One Platforms that promise CRM, email, social, and project management in one. Jack of all trades, master of none.
• Overcomplicated Analytics Dashboards if you’re a small to mid-size business. Google Analytics + Sprout Social gives us everything we need.
•Enterprise-Level Email Automation Platforms with high costs and features you may never use. Start simple.


The key is to build a tech stack that fits your current needs—but can scale as you grow.

Final Thought: Tech Should Support Your Business, Not Complicate It

The best marketing software in 2025 isn’t necessarily the flashiest. It’s the tools that save you time, reduce friction, and empower your team to focus on what matters—creativity, strategy, and delivering real results.

At Happy Brands Co, our tech stack is built on purpose, not popularity. We invest in tools that make us more efficient, collaborative, and client-focused.

And if you’re overwhelmed by options? Start simple. Evaluate your needs, test budget-friendly solutions, and build from there.
Because technology should serve your business—not the other way around.

-Stephanie Poulin