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The Top Martech Tools Nigerian Businesses Should Be Using

  • Writer: Ntende Kenneth
    Ntende Kenneth
  • 1 day ago
  • 4 min read

Marketing is changing fast in Nigeria. With more people online, using smartphones, and shopping through social media, businesses must catch up or get left behind.

That’s where Martech comes in short for Marketing Technology.


These tools help businesses plan, run, and measure their marketing campaigns more efficiently. Whether you’re running an e-commerce store, a fintech startup, or a school, Martech can help you grow faster with less effort.

In this article, we’ll break down the top Martech tools Nigerian businesses can start using today including both global platforms and local players.



1. CRM Tools (Customer Relationship Management)

CRM tools help businesses manage customer data, follow up on leads, and close more deals. A good CRM system allows your sales and marketing teams to collaborate, keep track of conversations, and automate repetitive tasks.

Top CRM tools used in Nigeria:

  • Zoho CRM – Affordable and easy to use. Offers integrations with email, social media, and other platforms.

  • HubSpot CRM – Great for small teams, with free options that include contact management, deal pipelines, and reporting.

  • Trembi CRM – Built with African businesses in mind, combines CRM with automation, lead scoring, and WhatsApp follow-ups.

  • Freshsales – Good for fast-growing sales teams with strong lead tracking and AI features.


2. Email Marketing & Automation Tools

Email is still one of the best ways to reach customers. These tools let you send bulk emails, automate follow-ups, and track open rates, click-throughs, and conversions.

Popular choices:

  • Trembi Campaigns – Lets you send email, SMS, and WhatsApp campaigns in one place. Has AI triggers and drip workflows.

  • Mailchimp – Used widely by startups in Nigeria. Offers templates, audience segmentation, and A/B testing.

  • Sender – Affordable and beginner-friendly with drag-and-drop email builders.

  • ConvertKit – Popular with content creators, coaches, and online educators.


3. Social Media Management Tools

Managing posts across Instagram, Facebook, Twitter, and TikTok can be a lot. These tools help schedule content, respond to messages, and view analytics in one dashboard.

Recommended tools:

  • Hootsuite – Trusted globally. Supports post scheduling and team collaboration.

  • Buffer – Simple and clean interface. Ideal for small businesses and solopreneurs.

  • Meta Business Suite – Best for Facebook and Instagram. Also supports ad management.

  • Publer – Affordable and offers automatic recycling of evergreen content.


4. Influencer Marketing Tools

Influencer marketing is big in Nigeria — especially on TikTok, Instagram, and YouTube. Collaborating with the right influencers can drive real sales and boost brand trust.

Best options:

  • Trembi Connect – Helps brands discover, hire, and pay influencers while tracking campaign performance. Built for the African market with local pricing options.

  • Infludata – Provides influencer discovery, campaign tracking, and market benchmarking.

  • Upfluence – Ideal for large brands and agencies that work with multiple influencers at scale.


 

LEARN MORE ABOUT THE INFLUENCER MARKETING PRODUCT IN NIGERIA



 

5. Marketing Analytics Tools

You need data to know what’s working and what’s not. These tools track how people interact with your site, ads, and content.

Useful tools:

  • Google Analytics – A must-have for every business. Tracks web traffic sources and user behavior.

  • Hotjar – Shows how users move through your website using heatmaps and session recordings.

  • Mixpanel – Good for tracking user behavior in apps and understanding retention.

  • Tableau – For advanced dashboards and visual data storytelling.


6. Ads & Performance Marketing Tools

Running ads on Google or social media? These platforms help manage campaigns, optimize budgets, and track return on investment (ROI).

Top tools:

  • Meta Ads Manager – For Facebook and Instagram. Allows detailed targeting and retargeting.

  • Google Ads – For search and YouTube ads. Highly effective for intent-driven campaigns.

  • AdRoll – For retargeting campaigns across web and social.

  • Trembi AI – Uses AI to find leads, follow up automatically, and close deals. Ideal for B2B and service-based businesses.


7. SEO & Content Marketing Tools

If you want people to find your business on Google, you need SEO tools. These platforms help you create better content and optimize your website.

Popular in Nigeria:

  • SEMrush – Great for keyword research, site audits, and competition tracking.

  • Ahrefs – Strong backlink analysis and content gap tools.

  • Frase – Helps write SEO-optimized blog posts by analyzing top-ranking content.

  • Grammarly – Improves writing, spelling, and tone for blog posts, emails, and social media.


8. Local Martech Tools Built for Africa

Beyond global platforms, there are local options that better fit the needs of Nigerian businesses:

  • Trembi – Full suite for sales, marketing automation, campaigns, influencer marketing, and AI sales assistance.

  • Termii – Great for sending SMS, email, and voice campaigns. Strong API support for developers.

  • SmartSMS – Bulk SMS platform for real-time engagement and alerts.

  • Survinat – For collecting surveys and feedback from customers in a user-friendly way.


Common Challenges in Adopting Martech in Nigeria

While Martech is powerful, Nigerian businesses often face challenges like:

  • High costs for global tools that charge in USD

  • Internet connectivity issues in rural and semi-urban areas

  • Lack of technical skills in small teams to set up complex systems

  • Poor integration with local payment and telecom systems

  • Limited local support from global SaaS providers

That’s why tools like Trembi, which are built for Africa, are gaining popularity for their simplicity, affordability, and mobile-first design.


How to Choose the Right Martech Tools

Start small. You don’t need to use everything at once.

Here’s how to pick your tools:

  • Know your marketing goals (more leads? better engagement? automated follow-up?)

  • Choose tools that integrate with your CRM, website, or payment provider

  • Go for platforms that offer local support, training, or onboarding

  • Check that the pricing fits your budget and offers free trials or plans


The Future of Martech in Nigeria

Expect to see:

  • More AI-powered tools simplifying lead generation and customer engagement

  • Mobile-first marketing solutions tailored to Nigerian user behavior

  • WhatsApp and social commerce tools taking over traditional email

  • Increased use of influencer platforms like Trembi Connect to reach Gen Z audiences

  • Local SaaS startups competing with global players by offering naira-based pricing and local support


Final Thoughts

Martech is no longer a luxury. It’s a must-have for businesses that want to grow in Nigeria’s fast-moving digital space.

Whether you're sending emails, managing influencers, running ads, or tracking customer behavior, there’s a tool to make it easier. Start with one or two, test what works, and scale from there.

Looking for an all-in-one platform? Trembi is a great place to start with tools for automation, campaigns, influencer marketing, and AI-powered selling tailored for African businesses.

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