We write about martech for the people who have to operate it, not just buy it.

AboutMartech is an independent marketing technology publication covering martech software, CRM, customer data platforms, marketing analytics, email and SMS platforms, and AI marketing tools. We publish software reviews, comparisons, buyer’s guides, migration guides, and operational research for marketing, RevOps, growth, and data teams.

There is no shortage of marketing technology content. There is a shortage of marketing technology content written by anyone who has had to migrate a CRM, unpick a broken attribution model, or explain to a CFO why the CDP contract renews at 3x last year’s number.

That gap is why AboutMartech exists.

Why We Started AboutMartech

The martech category has grown faster than anyone’s ability to evaluate it. New tools launch weekly, established platforms absorb their competitors and rename the features, and every category now has an AI layer bolted on top of it. Meanwhile, the person actually responsible for the stack is usually one marketing ops manager with a spreadsheet and a renewal calendar.

When that person searches for help, most of what comes back is written from a vendor’s product page. The pricing is out of date. The limitations are missing. Nobody mentions what happens at month nine, when the tool that looked perfect in the demo hits a ceiling nobody asked about.

We started AboutMartech to publish the other version of that research. The version that includes the ceiling, the migration cost, the operational burden, and the honest answer to “do you actually need this, or does something already in your stack do it?”

Our goal is not to help readers discover more software. It is to help them build a smaller, better, and more defensible martech stack.

AboutMartech is operated by Perki Solutions but runs as an independent editorial publication. No martech vendor, agency, or investor owns AboutMartech or has any say in what we cover or how we rate it.

How We Evaluate Tools: The Stack Debt Test

Most martech reviews grade tools on features. Features are the least useful thing to grade, because almost every tool in a mature category has the same feature list.

What actually determines whether a purchase was a good one is stack debt: the accumulated cost of tools that overlap, tools that outgrew their ceiling, and tools that are painful to leave. Every tool we review runs through four gates.

Gate 1: Overlap. Does something already in a typical stack do 80% of this? A tool that duplicates a feature the reader is already paying for inside HubSpot or Salesforce has to justify the second line item.

Gate 2: Ceiling. At what volume, team size, or logic complexity does this break? Every tool has a point where it stops being the right answer. We try to name it.

Gate 3: Rip-out cost. What does it cost to leave? Data portability, contract terms, re-instrumentation of tracking, retraining, and the reporting history you lose. Cheap tools with high rip-out cost are expensive tools.

Gate 4: Owner. Who on the team has to operate this every week, and do they exist? Tools that require a technical operator fail quietly at companies that do not have one.

When we cannot answer a gate honestly, we say so in the article rather than filling the gap with the vendor’s own language.

The Stack Debt Test is not a numerical score and it is not designed to produce a universal winner. Its purpose is to identify the conditions under which a tool makes sense, the conditions under which it stops making sense, and the operational cost that may not be obvious during a product demo.

What We Cover

Our coverage is organized around the five parts of the stack where most buying decisions and most operational pain happen:

• AI Tools — AI-native marketing platforms, AI features inside existing tools, and where the automation genuinely holds up
• CDP & Data — customer data platforms, identity resolution, reverse ETL, warehouse-native marketing, and data governance
• Email & SMS — lifecycle messaging, deliverability, automation platforms, and flow design
• CRM — CRM selection, migration, RevOps tooling, routing, and enrichment
• Analytics — product and marketing analytics, attribution modeling, measurement without third-party cookies, and reporting infrastructure

Formats include buyer’s guides, head-to-head comparisons, category roundups, migration walkthroughs, and reviews of tools we have used or tested directly.

Who We Write For

We write for the people who own the stack rather than the people who sign off on it:

• Marketing operations and RevOps managers who inherit the tooling decisions
• Growth and demand gen leads choosing between three platforms that all claim the same thing
• Heads of marketing at B2B and DTC companies trying to consolidate a stack that grew by accident
• Data and analytics teams being asked to make marketing numbers reconcile
• Founders doing all of the above themselves

If you have ever had to write a business case for switching tools, you are our reader.

How We Research and Review Martech

A martech review is only useful if the research behind it goes beyond the vendor’s feature page.

Depending on the product and the type of article, our research may include hands-on product testing, trial or demo environments, product documentation, pricing pages, integration documentation, support materials, customer feedback, release notes, implementation requirements, and conversations with people who have operated the software.

We separate what we have verified directly from what comes from the vendor. When a claim cannot be independently confirmed, we either attribute it clearly or leave it out.

For reviews and comparisons, we focus on the questions that usually matter after the demo is over:

• What does the product actually do well?
• What does it replace, and what does it duplicate?
• Where does the pricing become expensive?
• What technical or operational resources does it require?
• What breaks as usage, volume, or complexity increases?
• How difficult is implementation?
• How difficult is migration away from it?
• Which alternatives make more sense for different teams?

We also look for evidence that contradicts the obvious recommendation. A popular product can still be the wrong product for a particular team, company size, stack, or operating model.

When we have not personally tested an important workflow or cannot verify a limitation, we say so.

What We Mean When We Say “Tested”

When an AboutMartech article describes a product as tested, it means a member of our editorial team has accessed the product and evaluated relevant parts of the experience directly.

The scope of that testing depends on the product. A product analytics platform, CRM, email platform, and AI writing tool cannot be evaluated through exactly the same workflow.

Where relevant, we look at onboarding, usability, core workflows, reporting, integrations, automation logic, limits, documentation, and the amount of work required to keep the product useful after setup.

Testing a product does not mean we have tested every feature, integration, pricing tier, or edge case. Where our experience is limited to a particular plan or workflow, the article should make that limitation clear.

What We Don’t Cover

We stay narrow on purpose because AboutMartech is a marketing technology publication, not a general marketing publication. AboutMartech does not cover general marketing strategy, brand and creative advice, social media tactics, agency-side account management, or consumer-facing app reviews. We also do not publish funding-round coverage or vendor press releases.

Nothing on this site is legal, financial, or procurement advice. Contracts, security reviews, and data processing agreements need your own legal and security teams.

Who Writes Here

Articles on AboutMartech carry a named byline, and the author named is the person accountable for the claims in it.

• Benjamin Parker covers RevOps and CRM tooling, lead enrichment and routing, warehouse-native CDPs, product analytics, and AI search visibility for AboutMartech. His work focuses on how these systems behave after implementation: where workflows become difficult to maintain, where tooling overlaps, how data moves between systems, and when a platform stops being appropriate for the team operating it.
• Amelia Foster covers marketing measurement and attribution, marketing mix modeling, post-cookie measurement, and lifecycle messaging across email, SMS, and push for AboutMartech. Her work focuses on how marketing teams measure performance when attribution is incomplete, platforms disagree, and reporting has to survive contact with finance and leadership.

As the publication grows we are adding contributors who have run stacks rather than sold them. If that is you, see our Contact page.

Editorial Accountability

Every article published on AboutMartech has a named author responsible for its claims. Where an article has been materially reviewed by another editor or subject-matter expert, we identify that reviewer where appropriate.

We distinguish between firsthand observations, vendor-provided information, third-party evidence, and our own analysis.

If new evidence changes our conclusion, we would rather update the article than defend an outdated recommendation.

How AboutMartech Makes Money

Editorial independence only matters if readers can understand the commercial relationships behind a publication.

AboutMartech may earn revenue through advertising, sponsorships, affiliate partnerships, commercial partnerships, or other clearly disclosed arrangements.

Commercial relationships do not determine our editorial conclusions.

A vendor cannot pay AboutMartech for a higher ranking, a more favorable review, or the removal of a legitimate criticism from an article.

If an article contains affiliate links, sponsored material, or another commercial relationship that readers should know about, we disclose it clearly.

Our editorial team decides what we cover, what we test, what we recommend, and what we criticize.

Corrections and Updates

Martech changes too quickly for an article to remain useful simply because it was accurate on the day it was published.

We revisit important reviews, comparisons, and buyer’s guides when pricing, product capabilities, packaging, positioning, or major platform limitations change.

Articles display publication and/or update dates where appropriate.

If we discover a material factual error, we correct it. When a correction materially changes the meaning or recommendation of an article, we may add a note explaining what changed.

Readers and vendors can report factual errors to [email protected].

A correction request should ideally include the URL of the article, the statement that appears to be incorrect, and a source that allows us to verify the change.

A company disagreeing with our opinion is not automatically a factual correction. We distinguish between inaccurate information and editorial judgment.

Can Vendors Participate in a Review?

Vendors may provide product access, documentation, pricing clarification, factual corrections, or responses to specific questions when we are researching an article.

That participation does not give a vendor control over our conclusion.

We may contact companies before or after publication to verify factual information. Vendors are welcome to point out factual errors, but they cannot require us to remove an opinion, limitation, comparison, or conclusion simply because they disagree with it.

Where product access has been provided specifically for a review, we disclose that when it is relevant to the reader.

What You Can Expect From Us

• Specifics over adjectives. Named pricing tiers, named limitations, named alternatives, and named trade-offs. If we cannot verify a number, we leave it out or explain the uncertainty.
• Recommendations with conditions. No martech product is best for everyone. Every recommendation should explain the scenario where it makes sense and the scenario where it does not.
• Operational context. Features matter less when a team cannot realistically implement, maintain, or migrate the system. We consider the people, processes, integrations, and technical resources a product requires.
• Visible disclosure. Affiliate relationships, sponsorships, product access, and paid placements are disclosed where relevant. They do not determine our editorial conclusions.
• Maintenance. Martech pricing, packaging, and functionality change constantly. We revisit important comparisons, roundups, and reviews instead of knowingly leaving outdated information live.
• Corrections over defensiveness. If the evidence changes, the article should change with it.

Get in Touch

Corrections, coverage suggestions, product updates, contributor pitches, and tools you think we should investigate all go to the same place.

Email: [email protected]

If you are reporting a correction, please include the article URL, the statement you believe is inaccurate, and a source we can use to verify the change.

For more information about our editorial process, disclosures, sourcing, and review standards, read: Our Editorial Standards

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Frequently Asked Questions

What is AboutMartech?

AboutMartech is an independent publication covering marketing technology and the systems used to operate modern marketing teams. Our coverage includes CRM platforms, AI marketing tools, customer data platforms, analytics, attribution, email and SMS software, and related martech infrastructure.

Who is AboutMartech for?

AboutMartech is written primarily for people who operate, evaluate, implement, consolidate, or replace marketing technology. That includes Marketing Ops and RevOps professionals, growth and demand generation teams, marketing leaders, analytics and data teams, and founders managing their own stacks.

Who owns AboutMartech?

AboutMartech is operated by Perki Solutions. It runs as an independent editorial publication, and no martech vendor, agency, or investor controls what we publish or how products are evaluated.

How does AboutMartech review software?

Our reviews combine product research with the AboutMartech Stack Debt Test. We evaluate factors such as feature overlap, product ceilings, implementation and migration requirements, rip-out cost, operational ownership, pricing, integrations, and the conditions under which a product does or does not make sense.

The exact research process varies by product, and articles should make clear when important conclusions are based on firsthand testing, documentation, vendor information, or other sources.

Can martech vendors pay to receive better rankings?

No. Commercial relationships do not determine our editorial conclusions. Vendors cannot purchase a higher ranking, a favorable review, or the removal of legitimate criticism.

Does AboutMartech use affiliate links?

AboutMartech may use affiliate links in some articles. If a reader purchases through one of those links, we may receive a commission. Affiliate relationships do not determine which products we recommend or how we evaluate them, and relevant commercial relationships are disclosed.

How often does AboutMartech update its articles?

We revisit important reviews, comparisons, and buyer’s guides when major changes to pricing, packaging, features, positioning, or product limitations make the existing article materially less useful. Updated articles display an appropriate update date.

How can I request a correction?

Email [email protected] with the article URL, the information you believe is incorrect, and a source that helps us verify the correction.