Library
Tools
Partners in the stack
Google Analytics 4
Free · Analytics
Events and funnels. Required before you scale spend.
Google Search Console
Free · SEO
Queries, coverage, and the pages Google actually sees.
Google Tag Manager
Free · Analytics
Tags without a developer for every change.
Looker Studio
Free · Analytics
A founder scorecard without another SaaS bill.
Microsoft Clarity
Free · Analytics
Session recordings when you suspect the path, not the ads.
Hotjar
Freemium · Analytics
Heatmaps when the landing path is the suspect.
Meta Ads Manager
Free · Ads
The interface. Your kill rules still live outside it.
Google Ads
Paid · Ads
Search and YouTube when intent is already typed.
TikTok Ads
Paid · Ads
Short-form spend when the claim is already proven organic.
LinkedIn Ads
Paid · Ads
B2B demand. Expensive if the offer is fuzzy.
Selzy
Freemium · Email
Email and automation for teams that need a list they can actually work.
Mailchimp
Freemium · Email
Fine for a first list. Graduate when journeys get serious.
Kit (ConvertKit)
Freemium · Email
Creator-friendly sequences.
ActiveCampaign
Paid · Email
Automation for teams that have follow-up worth automating.
Klaviyo
Paid · Email
E-commerce lifecycle when repeat purchase is the job.
Brevo
Freemium · Email
Email plus SMS without an enterprise contract.
MailerLite
Freemium · Email
Clean start for a small list.
HubSpot CRM
Freemium · CRM
A free CRM that SMEs can actually open every morning.
Pipedrive
Paid · Sales
Pipeline hygiene for teams that close on calls.
Zoho CRM
Freemium · CRM
A full suite when budget is tight.
Salesforce
Paid · CRM
When the team is big enough to need it — not before.
WhatsApp Business
Free · Sales
Where East African follow-up actually happens.
ManyChat
Freemium · Sales
Messenger and Instagram follow-up that actually ships.
Calendly
Freemium · Sales
Stop playing inbox tennis for a 30-minute call.
ChatGPT
Freemium · AI
Drafts and clusters. Not a budget decision.
Claude
Freemium · AI
Long-context briefs and SOP writing.
Perplexity
Freemium · AI
Research with sources. Still verify the number.
Gemini
Freemium · AI
Drafts inside the Google stack.
Jasper
Paid · AI
Brand-voice drafts. Humans still kill the claim.
Canva
Freemium · Creative
Creative volume for SMEs. Pair with a kill rule.
CapCut
Free · Creative
Reels as tests, not a content factory.
Figma
Freemium · Creative
When the page itself is the product.
Adobe Express
Freemium · Creative
Quick assets when the brand kit already exists.
Ahrefs
Paid · SEO
Search demand when content is a real channel.
Semrush
Paid · SEO
Competitive maps. Do not confuse a report with a strategy.
Moz
Paid · SEO
Foundational SEO language for teams new to search.
Surfer
Paid · SEO
On-page briefs. Still write for humans.
Buffer
Freemium · Social
Scheduling without living in the apps.
Hootsuite
Paid · Social
When several people need to post without chaos.
Later
Freemium · Social
Visual calendars for Instagram-first brands.
Zapier
Freemium · Automation
Connect the form to the CRM so follow-up is not optional.
Make
Freemium · Automation
Visual automations for teams that have outgrown simple zaps.
n8n
Freemium · Automation
Self-host when you outgrow per-task pricing.
Paystack
Paid · Payments
Cards and transfers for East African checkout.
Flutterwave
Paid · Payments
Payments across markets when you sell beyond one country.
Stripe
Paid · Payments
Cards when you sell internationally.
Notion
Freemium · CRM
SOPs and the Monday scorecard in one place.
Typeform
Freemium · Sales
Forms people will actually finish.
Jotform
Freemium · Sales
Practical forms for SMEs.
Unbounce
Paid · Websites
Landing pages with a test calendar.
WordPress
Freemium · Websites
Still the default when you need a real site.
Webflow
Paid · Websites
Designed sites without waiting on a backlog.
Shopify
Paid · Websites
When the product is physical or digital commerce.
Wix
Freemium · Websites
A start. Graduate when the path needs control.
Framer
Paid · Websites
Designed marketing sites that ship fast.
Google Business Profile
Free · SEO
Maps and the listing people tap before they ring you.
Meta Business Suite
Free · Social
Inbox, posts, and ads in one place — still needs a kill rule.
Tally
Freemium · Sales
Free forms that do not look like 2009.
Mixpanel
Freemium · Analytics
Product events when the site is more than a brochure.
LinkedIn Sales Navigator
Paid · Sales
When the buyer is a professional, not a scroll.