The Lean Marketing Stack: Tools SMBs Actually Need (and What to Skip)
If you search for "best marketing tools," you will find endless lists. Hundreds of platforms, each promising to revolutionise your marketing. The problem is that most small and medium-sized businesses do not need hundreds of tools. They need a small, focused stack that works together and does not waste time or money.
At Verve & Metric, we have spent more than 15 years working with businesses at different stages of growth. We have seen teams overwhelmed by too many tools, paying for features they never use, and wasting hours trying to integrate platforms that do not talk to each other.
This is your guide to building a lean marketing stack. Only the essentials. No bloat. Just tools that deliver value.
What Is a Marketing Stack?
A marketing stack is the collection of tools and platforms you use to plan, execute, and measure your marketing. It includes everything from your website analytics to your email platform to your social media scheduler.
A good stack should:
- Cover your core needs(analytics, content, communication, automation)
- Work together (minimal manual work to move data between tools)
- Scale with you (tools that grow as your business grows)
- Stay within budget (no paying for features you do not need)
Most businesses get this wrong in one of two ways:
1. Too few tools: They rely on manual processes, spreadsheets, and memory. Nothing scales. Nothing gets measured properly.
2. Too many tools: They sign up for everything, pay for overlapping features, and spend more time managing tools than doing marketing.
The goal is balance.
The Essential Marketing Stack for SMBs
Here is what every small to medium-sized business needs, broken down by category.
1. Website Analytics and Search Console (Free)
What you need:
- Google Analytics(free)for tracking website traffic, user behaviour, and conversions
- Google Search Console(free) for monitoring search performance, indexing issues, and SEO health
Why it matters:
You cannot improve what you do not measure. These two tools give you the data you need to understand what is working and what is not.
What to skip:
Advanced analytics platforms like Adobe Analytics or Heap unless you are running a large e-commerce operation with complex tracking needs. For most SMBs, Google Analytics is more than enough.
2. Email Marketing Platform (£10–£50/month)
What you need:
A platform that lets you collect emails, send campaigns, and set up automation.
Recommended tools:
- MailerLite (affordable, beginner-friendly, solid automation features)
- Mailchimp (well-known, good free tier, scales as you grow)
- Klaviyo (best for e-commerce, advanced segmentation and flows)
Why it matters:
Email marketing consistently delivers one of the highest ROIs. You need a platform that makes it easy to build lists, send emails, and track results.
What to skip:
Enterprise platforms like Salesforce Marketing Cloud or Marketo unless you are a large company with complex needs. These are overkill for most SMBs.
3. CRM (Customer Relationship Management) (Free to £30/month)
What you need:
A system to track leads, customers, and interactions.
Recommended tools:
- HubSpot CRM (free, easy to use, integrates with email and sales tools)
- Pipedrive (affordable, sales-focused, simple pipeline management)
- Notion or Airtable (flexible, customisable, good for small teams who want to build their own system)
Why it matters:
If you are not tracking your leads and customers properly, you are losing opportunities. A CRM keeps everything organised and makes sure nothing falls through the cracks.
What to skip:
Salesforce unless you have a dedicated admin and a large sales team. It is powerful but complex and expensive. Most SMBs do not need that level of sophistication.
4. Content Creation and Design (£10–£15/month)
What you need:
A tool for creating graphics, social media posts, presentations, and basic design work.
Recommended tools:
- Canva Pro (affordable, easy to use, massive template library)
- Figma (free for individuals, great for more advanced design work and collaboration)
Why it matters:
You need to create content regularly. Canva makes it fast and easy, even if you are not a designer.
What to skip:
Adobe Creative Suite (Photoshop, Illustrator, etc.) unless you are ad esigner or creative agency. These tools are powerful but have a steep learning curve and high cost. For most SMBs, Canva is enough.
5. Social Media Scheduling (Free to £20/month)
What you need:
A tool to schedule posts, manage multiple accounts, and track basic engagement.
Recommended tools:
- Buffer (clean interface, affordable, good analytics)
- Later (great for visual content, especially Instagram)
- Meta Business Suite (free, built by Facebook/Instagram, basic but functional)
Why it matters:
Consistency is key in social media. A scheduler lets you batch-create content and post it at the right times without manual effort every day.
What to skip:
Enterprise tools like Hootsuite Enterprise or Sprout Social unless you are managing dozens of accounts across a large team. For most SMBs, Buffer or Later is plenty.
6. SEO and Keyword Research (£100–£120/month)
What you need:
A tool to research keywords, track rankings, and analyse competitors.
Recommended tools:
- Semrush (comprehensive, includes SEO, content, and competitive research)
- Ahrefs (strong backlink analysis, keyword research, and site audits)
- Ubersuggest (cheaper alternative, good for basic SEO needs)
Why it matters:
SEO takes time, but it is one of the most cost-effective long-term channels. A good SEO tool helps you find opportunities, track progress, and avoid mistakes.
What to skip:
Multiple SEO tools. Pick one and learn it deeply. Do not pay for Semrush, Ahrefs, and Moz at the same time. The overlap is huge.
7. Project Management and Collaboration (Free to £10/month)
What you need:
A tool to organise tasks, track projects, and collaborate with your team.
Recommended tools:
- Trello (simple, visual, great for small teams)
- Notion (flexible, powerful, can replace multiple tools)
- Asana (more structured, good for larger teams or complex workflows)
Why it matters:
Marketing involves a lot of moving parts. A project management tool keeps everyone aligned and ensures nothing gets forgotten.
What to skip:
Complex enterprise tools like Monday.com or Wrike unless you have a large team with complex workflows. Most SMBs do not need that level of structure.
8. Website Platform (£10–£50/month)
What you need:
A platform to build and host your website.
Recommended tools:
- WordPress (most flexible, scales well, large plugin ecosystem)
- Webflow (great for designers, no-code but powerful)
- Squarespace or Wix (easiest for beginners, less flexible long-term)
Why it matters:
Your website is your marketing foundation. It needs to be fast,mobile-friendly, and easy to update.
What to skip:
Custom-built sites unless you have a specific need that templates cannot solve. For most SMBs, WordPress or Webflow is more than enough and far more cost-effective.
What to Skip Entirely (at Least for Now)
Here are tools and categories most SMBs do not need yet:
1. Marketing Automation Platforms (like Marketo, Pardot)
These are powerful but expensive and complex. Unless you have a large database and a dedicated marketing ops person, stick with your email platform's built-in automation.
2. Advanced Attribution Tools (like Wicked Reports, Ruler Analytics)
Attribution is useful, but most SMBs do not have enough traffic or budget to justify these tools. Start with Google Analytics and UTM parameters.
3. Heatmap and Session Recording Tools (like Hotjar, Crazy Egg)
These are helpful once you have consistent traffic. If you are still building awareness and getting your first 1,000 visitors, focus on content and SEO first.
4. Multiple Ad Platforms Management Tools
If you are running ads on Google, Facebook, and LinkedIn, manage them natively in each platform. Third-party tools like Ad Espresso or Smartly.io add cost without much value for small budgets.
5. AI Content Generators (like Jasper, Copy.ai)
AI can be useful, but it does not replace strategy, research, or human editing. Most SMBs are better off learning to write well than relying on AI to fill the gaps.
How to Build Your Stack (Step by Step)
Here is the order we recommend:
Stage 1: Foundations (Months 1–3)
Start with the absolute essentials:
1. Google Analytics and Search Console (free)
2. Email platform (MailerLite or Mailchimp)
3. Canva Pro for design
4. A simple CRM (HubSpot free or a spreadsheet)
Goal: Get basic tracking, email, and design capabilities in place.
Stage 2: Growth (Months 4–6)
Add tools that help you scale:
5. Social media scheduler (Buffer or Later)
6. SEO tool (Semrush or Ahrefs)
7. Project management tool (Trello or Notion)
Goal: Build consistency in content, start tracking SEO, and organise your work.
Stage 3: Optimisation (Months 7–12)
Refine and expand:
8. Upgrade your CRM if needed (Pipedrive or HubSpot paid)
9. Add automation to your email flows
10. Consider ad spend tracking and landing page tools if you are running paid campaigns
Goal: Scale what works, automate repetitive tasks, and improve conversion rates.
How Much Should You Budget?
Here is a realistic monthly budget for a lean stack:
- Foundations stage: £10–£30/month (mostly email and design)
- Growth stage: £100–£150/month (add SEO tool and scheduling)
- Optimisation stage: £150–£250/month (add CRM upgrades and automation)
This assumes you are using free tools where possible and choosing affordable options in each category.
Compare that to businesses we have seen spending £500+ per month on tools they barely use.
How to Avoid Tool Overload
Here are rules to follow:
1. Start Small
Do not sign up for everything at once. Add tools only when you have a clear need.
2. Use Free Trials Properly
Test tools for 7 to 14 days. If you do not use it daily, you probably do not need it.
3. Review Quarterly
Every three months, audit your tools. Cancel anything you are not using. Consolidate where possible.
4. Choose Integration-Friendly Tools
Pick tools that work together. For example, HubSpot, Mailchimp, and Buffer all integrate with each other. That saves time and reduces manual work.
5. Prioritise Learning Over Features
A simple tool you know deeply is better than a complex tool you barelyunderstand.
Final Thought
The best marketing stack is not the one with the most tools. It is the one thatcovers your needs without wasting time or money.
At Verve & Metric, we help businesses build lean, focused stacks that support their growth without overwhelming them. No bloat. No unnecessary features. Just the tools you actually need to plan, execute, and measure your marketing.
If you are drowning in tools or unsure where to start, we can help.
Need help building a marketing stack that works for your business stage? Our Foundations package includes tool selection, setup guidance, and workflow design to keep your marketing simple and effective. Get in touch to talk about what makes sense for you.
