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Upgrade Your Customer Marketing Tech Stack with These 9 Versatile DIY Tools

We recently released our 2023/2024 customer marketing tech landscape, which details 12 categories and over 80+ vendors in the customer marketing space. Category 7 on our list is all about DIY all-purpose tools.

As marketers, we geek out on finding ways to increase efficiencies in our daily workflows, which means we love our tech stacks. It’s gotten to the point where they basically function like a living organism—with each piece fulfilling a specific purpose.

So let’s get to the heart of the matter. In this blog, we’ll be highlighting 9 different tools that can do it all. They’re the brains and hearts of your marketing tech stack—tools that connect and fuel all your moving parts and serve as a single source of truth for your operations. 

So, enough anatomy. Let’s talk about how these 9 versatile DIY tools can be the cornerstone of your customer marketing machine. (presented here in no particular order!) 

Google Sheets

While it’s well-known, we can’t overlook Google Sheets for its remarkable versatility in customer marketing. This platform brings data storage and organization to the cloud, enabling seamless collaboration and compatibility across teams and applications. Whether you’re using it to create custom reports, importing data from online customer interactions, or just need backup storage for your CRM, Google Sheets plugs in almost anywhere you need to provide clarity around your customer data. Head over to G2 to learn more about the possibilities of Google Sheets.

G2 Score: 4.6 out of 5 stars


This powerful automation tool is no joke—it literally allows you to “zap” away routine tasks. Zapier streamlines your customer marketing workflows by handing you the controls to custom triggers that automate actions based on the logic you specify. Automating customer communications and lead gen data collection just got easier. Check out Zapier on G2.

G2 Score: 4.5 out of 5 stars


The video communications platform Loom has transformed “this could have been an email” into “this could have been a Loom.” There’s no question Loom is great for internal communications, but it can also be leveraged as an effective customer marketing technology. In a landscape where brands are becoming more human and doing everything they can to elevate connection with their customers, Loom is a quick and easy way to make personalized video messages to customers, more authentic product demonstrations, and even video testimonials. Find out more about how you can leverage Loom for customer marketing on G2.

G2 Score: 4.7 out of 5 stars


When people say “get one that can do both,” they’re talking about Airtable. Some teams rely on the platform as their primary project management tool, while others strictly use it for data organization and management. Airtable functions on intuitive, highly customizable building blocks, allowing customer marketing teams to use it to segment their customer databases, plan and manage content rollouts, or all the above. Figure out how Airtable can plug into your tech stack by reading more about the platform on G2.

G2 Score: 4.6 out of 5 stars 


Typeform isn’t just any survey collection tool. Aside from its no-code, user-friendly interface—for the survey taker and maker—Typeform supports a wide variety of question types with the ability to set conditional follow-up questions based on user answers. This gives customer marketers deep, detailed insights into their audiences, and with over 120 integrations, it’s easy to meet customers wherever they are. Learn more about typeform on their G2 profile. 

G2 Score: 4.5 out of 5 stars


Since its start in 2013, Canva has been democratizing the design game—from the startup who needs a quick-but-professional poster for a conference, to the veteran designer working for Fortune 500 companies. Canva is a friend to everyone, including customer marketing teams. Its intuitive interface and extensive variety of template and design elements make it perfect for social media content, brand kits your whole team can use, and virtually anything else. Read more about Canva on G2.

G2 Score: 4.7 out of 5 stars


Another industry-leading survey and feedback management platform, SurveyMonkey is the definition of out-of-the-box. With its ready-made templates and simple, straightforward design, your customer marketing team could build any number of surveys in a matter of minutes. Even better, SurveyMonkey’s built-in analytics allow for easy visualization of the data you collect from customers. Learn about all of SurveyMonkey’s capabilities on their G2 profile.

G2 Score: 4.4 out of 5 stars 


There’s a reason why 90% of Fortune 100 companies use Smartsheet. For any project management tracking or reporting consideration that’s ever crossed your mind, Smartsheet probably has a way to visualize it. And while its flexibility can be a learning curve for first-time users, the platform has an expert support team to help your customer marketing team get what they need—whether it be a custom content calendar, project management interface, a campaign tracking dashboard, and much more. Discover more possibilities with Smartsheet on G2. 

G2 Score: 4.4 out of 5 stars


For anyone that still carries around a physical notebook, this one’s for you. Notion is a connected workspace and data organization tool that looks nothing like a data organization tool. Customer Marketing teams can collaborate in real time and use the platform’s sophisticated interlinking functionality to intuitively organize everything from marketing content, to creative briefs, buyer persona profiles, and pretty much any documentation you’d ever want readily available for your team. If you dread tracking down different assets for your day-to-day operations, give Notion a try. Read more on their G2 profile. 

G2 Score: 4.7 out of 5 stars

Final Thoughts

The possibilities for these tools to boost efficiencies across the rest of your customer marketing tech stack are endless, and we hope we’ve sparked some ideas for how you can implement them into your existing operations. If you’re looking for more technologies to improve your day-to-day, download our 2023/2024 Customer Marketing Tech Landscape to find 11 more categories with over 80 vendors.

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