Best Drupal Modules for Marketers

The role of marketers has moved well beyond managing ad campaigns to drive traffic. The marketers who win now are the ones who can tell a story, and who choose a platform that lets them tell it across every channel their audience uses.

Storytelling is the craft of shaping a digital experience for the customers and users you want to reach. As a digital business, you have to be deliberate about the platform you build that experience on.

The most useful Drupal modules for marketers today are Webform for lead capture, Google Tag for GA4 and tag management, HubSpot and Mailchimp for CRM and email, and Crazy Egg for behavior analytics. Varbase bundles the SEO stack, and Drupal's AI tools now add on-page SEO analysis and automated alt text.

1. Webform: capture and route your leads

Webform is the workhorse for marketers on Drupal, and it is actively maintained for Drupal 10 and 11. It is one of the most widely installed contributed modules on the platform, reported on more than 345,000 sites (Drupal.org).

Forms are where a digital experience turns anonymous traffic into known contacts. Webform gives you the field types, conditional logic, and submission handling to build anything from a contact form to a multi-step application.

It also connects to the marketing tools you already run. Webform integrates with services such as Mailchimp, HubSpot, and Salesforce, so a form submission can flow straight into your CRM or email platform. You can find the full list of Webform add-ons here.

2. Google Tag: track GA4 and manage your marketing tags

If you are still running the old Google Analytics module, this is the change to make first. The Google Analytics module is end-of-life, and its maintainers now direct users to the Google Tag module, which supports GA4 and Google Tag Manager and is maintained for Drupal 10 and 11.

The reason is Google's own timeline: Universal Analytics stopped processing data, and GA4 is the current standard. Google Tag handles the gtag.js format GA4 uses, and through Tag Manager it lets marketers deploy and update tracking tags without a developer for every change.

For marketers, that means the same core benefit as before, traffic sources, audience behavior, and conversion tracking- on a supported module that will keep working as Google's tooling evolves. If you prefer a GA4-only setup, the GA4 Google Analytics module is a lighter alternative.

3. HubSpot: connect your CRM and marketing automation

HubSpot is a widely used inbound marketing and CRM platform that helps companies attract visitors, convert leads, and close customers.

Lead generation is an ongoing, deliberate process built on personalized content. HubSpot CRM lets marketers qualify the leads their landing pages generate, and connecting it to Drupal removes the manual step in between.

Drupal integrates with HubSpot through an actively maintained set of modules for Drupal 10 and 11, including HubSpot API and HubSpot Forms. A Webform-based contact form can send its data into HubSpot where you already track contacts, and a newsletter signup can drop the lead straight into a HubSpot email campaign.

Contact us to integrate HubSpot CRM into your Drupal website seamlessly

4. Mailchimp: run email campaigns from your website

The Mailchimp module provides integration with Mailchimp, and it is actively maintained for Drupal 10 and 11 with Mailchimp's own sponsorship.

Mailchimp remains a reliable choice for email marketers because it handles both sides of the exchange well. The module lets you create and send campaigns from your site and analyze how subscribers interact with them, while your visitors can subscribe or unsubscribe from the lists they choose.

It goes beyond email, too. The Mailchimp E-Commerce submodule connects store data so you can drive sales through personalized campaigns and automation, though it is worth noting this submodule currently sits at an alpha release for Drupal 10 and 11.

7 Drupal Modules That Every E-Commerce Must Have

5. Crazy Egg: see how visitors actually behave

The Crazy Egg Integration module connects your site to the Crazy Egg heat map service. It is compatible with Drupal 8 through 11, though its maintainers now describe it as minimally maintained and feature-complete, so treat it as stable rather than actively evolving.

Much of marketing success comes down to steadily improving the experience, and that depends on watching how real users behave. Slow pages and irrelevant content frustrate visitors and hurt the SEO effort you are investing in, which makes on-site behavior worth measuring.

10 SEO Modules That Every Website Must Have

Crazy Egg records behavior and turns it into heatmaps and reports. Marketers can see where users struggle, which parts of a page hold attention, and which they skip, then use that insight to design better UI, UX, and content. If you want a fully open, Drupal-native option instead, the Matomo module pairs analytics with heatmap and session-recording features you host yourself.

What new Drupal modules should marketers add now?

The biggest change since this list first ran is that AI-assisted marketing tooling now ships close to Drupal core. These are the additions worth evaluating.

Bonus: Varbase SEO

Varbase SEO is a core feature of Varbase, the Drupal distribution we recommend as a starting point for building digital experiences.

Enterprises and governments that publish continuously need a platform that handles heavy traffic without giving up performance. Varbase is optimized for search out of the box and lets you tune multilingual content across formats for a global audience:

• Markup that follows accessibility standards, so content stays usable and compliant
• An XML sitemap that is language aware
• Content SEO grading and recommendations as you write
• A full suite of meta and descriptive tags that make your pages more favorable to search engines such as Google, Bing, and Yandex, and to social networks
• Control over how each page appears in search results
• Redirect handling that prevents dead links
• Readable, SEO-friendly URLs that follow your site structure

You can view our work on digital experiences built with Varbase here.

Honourable mentions

Honeypot

The Honeypot module is a popular, actively maintained choice for keeping spam out of your forms, compatible with Drupal 10 and 11. It uses honeypot and timestamp methods to block spambots, and it is far less intrusive for real users than a CAPTCHA.

5 Security Modules Every Drupal Website Must Have

From AMP to Core Web Vitals

Earlier versions of this list recommended the Accelerated Mobile Pages (AMP) module. That advice no longer holds. Google removed the AMP requirement from Top Stories in 2021 and retired the AMP badge in search, and AMP is no longer a ranking factor. Page speed still matters, but the standard is now Core Web Vitals, Google's metrics for load, interactivity, and visual stability.

The practical takeaway is the same one that made AMP appealing: faster pages keep visitors engaged and support mobile ranking. The difference is that you now optimize your standard Drupal pages against Core Web Vitals rather than maintaining a separate AMP version.