The marketing technology landscape is overwhelming, with new tools launching every week and promises of innovative AI shortcuts and integrations across every channel. But here’s a truth: you don't need every marketing tool available.

So, what do you actually need? Here are the tools I would consider investing in.

Specialists are incredible when you know exactly what you need and you're ready to scale, but a Marketing Generalist or Strategic Marketer is often the better first hire for small and growing businesses.

A good marketing generalist (sometimes also known as marketing consultant, fractional marketing leader, or marketing strategist) isn't just someone who knows a little bit about everything (though that helps). They're strategic thinkers who can look at your business, your customers, your resources, and your goals, then figure out which marketing efforts are actually going to move the needle. And which you’re not ready for.

Discoverability isn't about dominating the top spot on Google Search results anymore. Your brand now needs to pivot to a three pillar strategy: social media, AI search, and traditional search engines. Brands that adapt their discoverability strategy fastest will capture the most attention.

Growing businesses often face a common dilemma: they need senior marketing expertise but aren't ready to hire a full-time CMO or they just aren’t sure what type of leader they need long-term. The good news is there are two popular alternatives that will help get you where you need to go: Marketing Consultants and Fractional CMO/Fractional Head of Marketing.