When I was featured in The GuideX’s roundup of expert-recommended digital marketing tools, it reminded me just how much time and energy entrepreneurs waste chasing tools that were never designed for the business they’re trying to build.

And it’s not our fault.

We’re flooded with “must-have” tech. Landing page builders, AI generators, schedulers, CRMs, email platforms...

Most of us cobble together whatever we can afford, trying to DIY a business backend from mismatched parts.

But here’s the hard truth:

Your tools will either support your growth—or sabotage it.

So today, I want to go beyond tool lists and talk about something more valuable:

What makes a tool actually worth investing in
What I learned from the experts in that article
And how to choose systems that align with your business, your season, and your goals

The Tool That Changed Everything for Me

In my contribution to The GuideX article, I recommended SheOwns—because it’s the first platform that truly supported every part of my business without breaking something else in the process.

I’ve written a more detailed breakdown of why I moved to SheOwns on my blog already, so I won’t rehash the whole thing. But here’s the highlight:

Lauren Scalf — During a launch, I created the opt-in, automated the follow-up sequence, tracked conversions, and delivered the course—all within SheOwns. *No Zapier. No broken links. No duct tape.*

It’s not just a tool—it’s peace of mind.

And for women entrepreneurs who want to build sustainable, soul-aligned businesses, that matters.

What I Noticed Reading All the Other Expert Picks

As I read through the other tools mentioned in the article—like Ahrefs, ClickUp, SEMrush, HubSpot—I noticed a pattern:

Every tool recommendation fell into one of three categories:

1. Insight Tools – like Google Search Console, Ahrefs, or Hotjar

These help you understand what’s working, what’s broken, or what your audience is actually doing.

✅ Great for optimization

⚠️ Not helpful if you don’t have traffic or leads yet

2. Execution Tools – like Publer, Canva, Unbounce

These help you create and launch faster. They’re the “get it done” tools that speed up your workflow.

✅ Essential if you have limited time

⚠️ Can become busywork if not tied to strategy

3. System Tools – like SheOwns, HubSpot, or ClickUp

These handle the core of your business: funnels, automation, CRM, delivery, tracking.

✅ These scale with you

⚠️ These also require you to think long-term

How to Choose the Right Tools for You

Let’s skip the influencer checklists and get strategic.

Here’s a 5-question filter I recommend to every client when choosing tools:

What am I trying to accomplish in the next 6–12 months?
(Tools should support goals, not trends.)
What is currently breaking, glitching, or stressing me out?
(Replace the tool that’s slowing you down first.)
Do I have the time or support to actually use this tool consistently?
(A powerful tool you don’t use is just clutter.)
Will this tool help me serve better, sell better, or scale easier?
(If not, it’s not urgent.)
Can I consolidate other tools into this one to simplify?
(Fewer moving parts = fewer fires to put out.)

Real Talk: You Don’t Need More Tools—You Need Aligned Ones

You don’t need to use what I use.

Or what other experts use.

You need to use what supports you, your audience, your capacity, and your mission.

When I chose SheOwns, it wasn’t because it was the “hot new thing.” It was because it aligned with how I work, who I serve, and how I wanted my business to feel.

And that’s the lens I encourage you to apply too.

Final Thoughts

So if you’re feeling overwhelmed by tech decisions or wondering what tools you should be using, pause and zoom out.

Ask:

What am I building?
What do I need to grow into that version of my business?
And what can I let go of so I stop overcomplicating things?

And if you’re curious what other marketers are using in real life (not just affiliate blog posts), you’ll enjoy this feature:

👉 Read The GuideX roundup of digital marketing tools

Because tools aren’t just tech.

They’re structure.
They’re systems.
They’re what hold your business up—when chosen wisely.