Resources Hub
The tools I actually use and recommend.
No sponsored rankings. No bloated lists. Just the exact tools in my marketing tech stack — with my honest notes on when and why to use each one.
23 tools shown
ChatGPT / GPT-4o
FREEThe foundation of AI-assisted content, research, and ideation workflows.
Shani's take →
I use this daily — build custom GPTs for briefs, personas, and competitor analysis.
Claude.ai
FREESuperior for long-form content, analysis, and nuanced strategy work.
Shani's take →
My go-to for deep document review and content quality. Better than GPT for complex reasoning.
Jasper AI
AI writing platform built specifically for marketing teams.
Shani's take →
Good for scaling blog output. Pair with a strong editorial process.
Make (Integromat)
Visual automation platform for connecting your entire MarTech stack.
Shani's take →
This is my automation backbone. Connects HubSpot, Slack, Airtable, and 1000+ apps.
Clay
AI-powered prospecting and data enrichment for outbound.
Shani's take →
Game-changer for outbound personalization at scale. Connects to every data source you need.
Perplexity AI
FREEAI-powered research and real-time web search.
Shani's take →
I use this for competitive intelligence and trend monitoring.
Google Analytics 4
FREEThe standard for web analytics. Free, powerful, and deeply integrated.
Shani's take →
GA4 is non-negotiable. Set up proper event tracking and conversion paths from day one.
Looker Studio
FREEFree BI tool for building custom marketing dashboards.
Shani's take →
My preferred dashboard tool for client reporting. Connects to HubSpot, GA4, and Sheets.
Amplitude
Product and behavioral analytics for SaaS companies.
Shani's take →
Essential for SaaS. Maps user journeys and identifies funnel drop-off points.
Triple Whale
E-commerce attribution and analytics platform.
Shani's take →
The best attribution tool for D2C. Cuts through last-click bias.
Hotjar
Heatmaps, session recordings, and user feedback.
Shani's take →
Always install on landing pages and key conversion points. Surfaces UX issues fast.
HubSpot
FREEThe all-in-one CRM, CMS, marketing, and sales platform.
Shani's take →
My primary platform. Properly implemented HubSpot is a revenue engine.
ActiveCampaign
Advanced email automation and CRM for SMBs.
Shani's take →
Best-in-class automation flows. Great for lead nurturing at scale.
Apollo.io
Sales intelligence + outbound email sequences.
Shani's take →
My default for B2B outbound. Pair with Clay for hyper-personalization.
Lemlist
Personalized cold email with deliverability tools.
Shani's take →
Strong deliverability features. Use their warm-up tool before any campaign launch.
Ahrefs
The gold standard for SEO — keywords, backlinks, content gap.
Shani's take →
My primary SEO tool. The content gap feature alone is worth the subscription.
SEMrush
All-in-one SEO and competitive intelligence platform.
Shani's take →
Better than Ahrefs for paid keyword research and ad monitoring.
Surfer SEO
AI-powered content optimization and SERP analysis.
Shani's take →
Use for every SEO article. Brief writers with Surfer guidelines and watch rankings climb.
Notion
FREEThe content calendar, wiki, and knowledge base I swear by.
Shani's take →
My entire content operation lives in Notion. Team wikis, editorial calendars, SOPs.
LinkedIn Campaign Manager
B2B targeting precision no other platform matches.
Shani's take →
Expensive but unmatched for ICP targeting. Run thought leadership + retargeting combo.
6sense
AI-powered ABM and intent data platform.
Shani's take →
This is what enterprise ABM looks like. Intent signals + account scoring in one platform.
Clearbit
B2B data enrichment and intent signals.
Shani's take →
Enrich your HubSpot leads automatically. Know who's visiting before they fill a form.
Google Ads
FREESearch, Performance Max, and demand gen campaigns.
Shani's take →
Still the highest-intent traffic channel. Proper keyword architecture is everything.
Missing a tool? Have a question about your stack?
I review stacks regularly. Book a call and I'll tell you what to keep, cut, and add.