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8 DIY All-Purpose Tools to Elevate Your Customer Marketing Tech Stack

As the customer marketing technology landscape grows, new tools are emerging to solve for different customer marketer pain points. Which is pretty awesome, right? The problem is all these disparate tools often cause friction and inefficiencies, slowing down productivity. When customer marketers have to piecemeal certain aspects of their tech stack, accomplishing simple tasks can feel like an added chore on top of their already bustling workload. Here’s where DIY all-purpose tools shine.

DIY all-purpose tools like Airtable, Google Sheets, and Zapier, are just a few of the top technologies that customer marketers are leveraging to optimize their business strategies. These tools, while budget friendly, also enable customer marketers to tackle major tasks like:

  • Increasing and tracking customer advocacy
  • Identifying cross-selling and up-selling opportunities
  • Boosting customer loyalty and retention

With all that being said, let’s dive into our exploration of the top rated DIY all-purpose tools used by customer marketers to get things done in the modern world.

Google Sheets

Google Sheets, one of the more popular DIY all-purpose tools, is a program that allows you to build, format, and share spreadsheets. This program encourages easy collaboration, since you can share your file with anyone and give them permission to view and edit the spreadsheet as needed. Multiple people can even work in your spreadsheet simultaneously, allowing you to see the changes they make in real time.


Airtable is a user-friendly online platform that marketing teams can use to develop and share relational databases. This spreadsheet-database hybrid allows you to create databases that hold relevant data, such as customer information, quotes, references or consumer engagement analytics. You can create custom applications that are unique to your team’s processes, integrations, and visualizations. Dive deeper into Airtable by checking them out on G2.

G2 score: 4.6 out of 5 stars


If you’re looking for DIY all-purpose tools that simplify the survey process, SurveyMonkey may be a good platform for you. This online survey site allows users to build surveys for a variety of customers and target markets using sample survey templates. In your surveys, you can select from hundreds of different questions across different survey types to help you collect customer data. You can collect all types of information, from education demographics and market research, to consumer behaviors.

G2 score: 4.4 out of 5 stars


Typeform is an online form builder that enables users to build engaging and fun forms. You might want to use this platform’s built-in photo and video libraries to bring questions to life, along with the various custom themes and layouts that you can include in each form. If you don’t consider yourself to be very design-savvy, consider choosing from several of the pre-made templates that are built to engage users throughout each step of the survey process. To see how you can beef up your forms and surveys, check out Typeform on G2.

G2 score: 4.5 out of 5 stars


Zapier is the perfect solution for automating work. With this software platform, you can easily integrate the various work tools that you rely on to complete your work. With this tool, you can connect your lead sources to keep them organized and lower the chance of a data mistake. You can also track your customer marketing data easily by routing all data sources to one place. Hop onto Zapier’s G2 page to get a better idea of how you can automate your work with their platform.

G2 score: 4.5 out of 5 stars


Loom is a screencasting tool that allows you to record your computer screen while simultaneously recording yourself with your computer’s camera and microphone. Loom is an excellent tool to add to your customer marketing tech stack since it allows for enhanced collaboration and makes it easy for users to absorb information at their own pace. To learn more about how your team can benefit from implementing Loom, check out their profile on G2.

G2 score: 4.7 out of 5 stars


Smartsheet is a software platform that allows users to manage projects effectively, automate a variety of marketing, IT, and operations processes, as well as scaling up to enterprise-level portfolios and programs. This spreadsheet-style project management solution enables you to use the tabular user interface to track project progress, manage tasks, share documents, and manage calendars. See how this all-purpose tool can help you manage your work and collaborate with your team members by reviewing their G2 profile.

G2 score: 4.4 out of 5 stars


Notion is a project management solution and note-taking software platform meant to boost efficiency and productivity. This platform is designed to enhance your team’s collaboration processes by coordinating deadlines, objectives, and tasks easily. To use this tool, you can select a template that allows you to organize your dashboard, website, doc, or system the way that you and your team prefer. Discover their G2 profile to learn more about Notion.

G2 score: 4.6 out of 5 stars

Final thoughts

It’s useful to have DIY all-purpose tools in your tech stack that allow you to accomplish a variety of goals, such as communicating customer marketing ideas with team members, building surveys to collect customer data, or recording that customer data in a spreadsheet. These specific tools can beef up your tech stack and give yourself and your team the chance to collaborate more effectively and enhance productivity.

Use these DIY all-purpose tools to supplement your existing customer marketing tech stack and let go of any administrative issues, such as project management issues, unclear customer surveys, or miscommunication problems. By doing so, you can better focus on enhancing your customer marketing tactics.

Discover the rest of our Customer Marketing Technology Landscape, co-created with Captivate Collective, to explore all 9 categories of customer marketing and advocacy technologies.

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Jason Oakley’s Take on How The Customer Evidence Gap Impacts Product Marketing

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