Re-tooling the Retro Way: Ditching Complex Tools for Leaner, Simpler Marketing

In a world where efficiency reigns supreme, developers and marketers are ditching bloated, one-size-fits-all platforms in favor of streamlined, customizable tools. Our marketing team recently took the plunge and said goodbye to HubSpot, opting for a leaner, more modular tech stack. Here's how—and why—we did it.

The Shift to Simpler Tech Stacks

We aren't the only ones! Marketers prefer a more personal and authentic approach to their strategies, and some bigger platforms tend to feel more robotic in their structure. Inspired by the rise of microservices in software development, this simpler approach values focused, specialized apps over monolithic platforms.

Why the Shift?

• More Control: We tailor tools to fit our processes instead of conforming to rigid systems.
• Customizability: Lightweight tools are easier to tweak and optimize.
• Lower Costs: Stop paying for bloated platforms we don’t fully utilize.
• Integration Freedom: Modular tools integrate seamlessly with our ecosystem.

Examples of This Shift

Companies are breaking away from heavyweight tools and opting for leaner, modular tools that do just enough without the extra bloat. Here are some options we looked into and discussed with other marketing coordinators. Not all of these tools are created equally, so it’s important to know what your goals are and what solutions you’re looking for. A few of these tools allow you to embed code, customize options, and integrate with other tools, so this part takes a little time and research.

CRM Alternatives

• Pipedrive: Ideal for smaller teams needing a visual, pipeline-focused CRM.
• Zoho CRM: A customizable, affordable CRM with modular add-ons for scaling.
• Copper: Built specifically for teams already using Google Workspace.

Email Marketing Alternatives

• Kit (formerly ConvertKit): Minimalistic yet powerful, perfect for newsletters and audience segmentation.
• Buttondown: A lightweight option for managing email campaigns and subscriber lists.
• Mailchimp: Classic tool for ease and automation

Forms and Surveys

• Typeform: Clean, interactive, and user-friendly for creating engaging forms and surveys.
• Jotform: Customizable forms for various use cases, from lead capture to payment collection.
• Google Forms: Free and accessible, with easy data collection and export.

Automation Alternatives

• Zapier: The Swiss Army knife of automation, connecting virtually any app.
• Make (formerly Integromat): Affordable and great for more complex workflows.
• n8n: An open-source workflow automation tool for teams that want flexibility and control.

Marketing Analytics Alternatives

• Google Analytics 4: Comprehensive and free for tracking web traffic and user behavior.
• Hotjar: Focused on user experience with heatmaps, session recordings, and feedback forms.
• Mixpanel: Advanced analytics for tracking product usage and customer journeys.

Why We Ditched HubSpot

When it comes to marketing tools, bigger doesn’t always mean better. For years, HubSpot has been our all-in-one platform, offering everything from email campaigns to analytics to forms. But over time, we realized we were paying a premium for features we barely used, while the tools we did need felt bloated and inflexible. It wasn’t just a question of cost—it was about freedom, customization, and staying agile in an ever-changing marketing landscape. This motivated us to find tools that empower us to work smarter, not harder while aligning better with our team’s unique workflows and values.

What Are the Right Tools for the Job?

The key to a streamlined, effective marketing stack isn’t having more tools—it’s having the right tools. After stepping away from an all-in-one platform, we reimagined our approach with a modular toolkit designed to do exactly what we need—no more, no less. By focusing on purpose-built apps for specific tasks, like Zapier for automation or Kit for email marketing, we’ve created a flexible, efficient system that’s easy to manage, integrates seamlessly, and leaves room for creativity and growth. Here are the primary tools we’ve chosen to work with.

1. Zapier: Capturing leads with ease using forms embedded on service and contact pages.
2. Kit: A simple, reliable email tool for newsletters and forms.
3. Custom Tools & Google Forms: For workflows that don’t fit into cookie-cutter solutions.

What About Workflows That Don’t Fit?

Not every workflow can be neatly packaged into a shiny new tool—and that’s okay. Some of our workflows required custom solutions or simpler, more traditional approaches. For example, we’ve embraced tools like Google Forms for quick surveys or feedback collection and rely on downloadable PDFs for resources like toolkits and guides.

Building a Leaner, Smarter Future

By embracing a lean, modular approach, we’ve unlocked the freedom to innovate, collaborate, and focus on what truly matters: building meaningful connections, driving creativity, and aligning our tools with our values. Whether you’re a marketer looking for flexibility or a developer striving for efficiency, this shift empowers teams to think bigger with smaller, smarter tools. It’s not just a tech stack—it’s a strategy for a brighter, more agile future.