Communication Tools

• E-mail – Google Workspace
  • We can add SuperHuman on top of this as we get some scale and start to think about increasing efficacy of e-mail
  • In the meantime the core G-mail driven functions of Gemini look pretty good
• Instant Messaging – Slack
  • For both quick instant messaging, persistent threads and workspaces
• Video Conferencing –  Google Meet
  • Default to all meeting being driven on Google meets and all meetings being recorded
  • Recorded creates a repository for us
• AI Agent in Video – Read.ai or Granola

Sales and Marketing Tools

• Marketing Automation – HubSpot
• CRM – Hubspot
• Service – Hubspot Service Hub
• Meeting Scheduling – Hubspot Scheduler
• Social Media Syndication – Jetpack Social
• Payments – Stripe
• Integrations
  • HubSpot
    • Stripe
    • Google Workspace
    • Quickbooks Online

Website

Your website is the primary channel for marketing your company. The first decision is what CMS system you want to manage your web content. We default to HubSpot or WordPress. WordPress offers a ton of flexibility and vast plugin ecosystem. HubSpot’s native to your CRM and marketing automation platform and has good enough solutions for pretty much everything you need. Whatever you choose the guiding principle is the same: use a real CMS—don’t hand-code pages. That ensures your team can iterate content quickly and spin up new campaign-specific pages without developer bottlenecks.

If you opt for WordPress, likely, really all you need is a polished theme that matches your general corporate look and feel plus a few essential add-ons.

Foundational WordPress Plugins
These form the baseline for performance, security, SEO, and usability.

• Yoast SEO: On-page SEO optimization, XML sitemaps, metadata control
• Litespeed Cache: Caching and performance optimization to improve load times
• Redirection: Manages 301 redirects and tracks 404 errors
• Advanced Custom Fields (ACF): Gives developers full control over custom content editing (for advanced WordPress users)
• Custom Post Type UI: Creates and manages custom post types and taxonomies easily (for advanced WordPress users)
• Forms
  • Formidable Forms (freemium) or Gravity Forms (paid): Highly customizable form builders for contact, lead capture, etc.
  • HubSpot Forms for WordPress
• Duplicate Page: Speeds up page creation by duplicating existing pages/posts
• Analytics, Marketing & Tracking Tools
  • Google Analytics (GA4): Tracks user behavior and engagement metrics
  • Meta Pixel: Tracks conversions and audiences for ad campaigns
  • HubSpot Tracking Code: Enables CRM tracking, live chat, and marketing automation.
  • Hotjar: User behavior tracking: heatmaps, recordings, and form analysis.
• Additional Helpful Plugins
  • PostSMTP: Reliable transactional email delivery via SMTP
  • WooCommerce: Core plugin for ecommerce functionality
  • Really Simple SSL:  Automatically detects and configures your site to use HTTPS plus other website security hardening procedures