Finding the best product marketing tools can be overwhelming. There are hundreds of tools to choose from and, since most of them help you achieve similar things, it can be difficult to tell which is better.
Read my product marketing tool review to discover the best marketing tools you can use for each marketing task, along with an explanation of what convinced me to choose these particular tools over their competitors.
I include a quick description of each marketing software, screenshots, and a comparison chart that should help you determine which solution is right for your marketing needs.
What are Product marketing tools?
Marketing tools are essential software for companies that want to develop and promote products. Product marketing tools refer to the various strategies and tactics used by businesses to promote their products and services to their target audience. These tools can include market research, branding, advertising, public relations, social media marketing, email marketing, content marketing, and sales promotions.
UserGuiding is a customer success platform that facilitates re-engagement from the time a new user onboards. You can set up no-code product walkthroughs to boost adoption of core product features and functionalities. And once users are up and running, you can collect their feedback via NPS micro-surveys.
Survey results are displayed in real-time in the software's analytics dashboard. What's unique about this tool is that you can implement solutions or reach out to users quickly in response to their feedback. The information you collect from your surveys can inform how you re-engage existing users but also how you market your product to potential prospects.
UserGuiding integrates with other tools including Mixpanel, Segment, Intercom, Slack, Google Analytics, Google Tag Manager, Woopra, and HubSpot.
Paid plans start from $89 per month with annual billing, and a 14-day free trial is available.
Product Fruits is a software that lets you build customized onboarding flows for new users in your product. You can build user journeys for segmented groups and create a personalized experience to boost product adoption and retention. The platform also allows you to collect user feedback, helping you improve the user experience from the outset.
Product marketing doesn't end at a sign up, and ensuring a smooth transition into your product is as important as getting people to give it a try. You can develop interactive walkthroughs for new customers to discover your product's features and functionalities directly in the app. The checklist tool lets users tick off their learnings as they go, incentivizing them to continue completing the walkthrough steps.
In addition to facilitating user onboarding, you can also use the software to track the user experience. User behavior can be monitored with the platform's dashboards, helping you spot bottlenecks and blockers to complete product adoption. You can also collect user feedback and allow users to report bugs or errors they find. All of this information can inform not just your product roadmap, but your product marketing strategy.
The software integrates with Segment, Mixpanel, Heap, Customer.io, HubSpot, Sessionstack, Smartlook, and Google Analytics. If you use another platform, you can use their JS API to forward events.
Product Fruits starts from $89/month and comes with a 14-day free trial.
Omnisend is a marketing automation platform that helps product marketers save time when running omnichannel campaigns. The platform is especially useful for ecommerce businesses and those that use webinars or other video content to qualify their leads. I chose Omnisend as the best software for product marketing automation because its workflows and automation features are easy to set up and manage.
Omnisend’s automation features enable you to segment your lists and create touchpoints in your customer journey with email, Facebook Messenger, and SMS marketing campaigns. On top of that, the platform also offers useful lead generation forms that can boost your lead capture rates.
One of Omnisend’s features I like the most is their “Product Picker.” This feature enables you to select a product from your ecommerce store and automatically insert it into your newsletter. This can be a huge time-saver because you no longer have to manually add product images and descriptions.
Omnisend costs from $16/month for businesses with contact lists of up to 500 people.
The platform also offers a free version for businesses with lists of up to 250 people.
Amplitude is a product marketing tool that centralizes all your customer and product data and organizes it in helpful reports. This software is one of the best marketing analytics tools out there and it complements the work you do in Google Analytics.
With Amplitude, you can dig deep to gather helpful product and marketing metrics, such as cohort analysis, user lifecycle, retention analysis, conversion rates, and revenue reports. Amplitude is, at its core, an analytics tool. This means that you will have to learn how to navigate it in order to use all of its functions to their full potential.
However, Amplitude’s documentation is excellent and easily accessible. In addition, Amplitude’s API integrates with a lot of marketing solutions, so it’s easy to incorporate the analytics tool in your software ecosystem.
I chose Amplitude as the best software for customer acquisition analysis because it excels at gathering data about your leads and existing users. The software is great for organizations of all sizes that want to understand how their customers interact and use their products.
Amplitude offers customized pricing upon request. The software offers a free version that includes core analytics.
Hubspot impresses with its easy-to-navigate user interface. The software has a clear layout that enables marketers to use all of its features with minimal training, which makes it perfect for small businesses with minimal resources. This software helps you understand your customers better, plan and execute marketing campaigns targeting different buyer personas, and collect relevant data about your customers.
You can create landing pages, squeeze pages, or email campaigns from scratch or using templates. One of the highlights of this app is that it offers a straightforward view of all your prospects, leads, and existing customers.
You can see at a glance the marketing pipelines that drive prospects to take action, which of the prospects you should reach out to, and when to contact them.
Hubspot Marketing Hub has a ton of free tools you can access. Paid plans start at $50/month for up to 1000 marketing contacts.
Mailchimp added a lot of features in the last few years, so the platform is not just an email marketing platform any longer. However, even though the new features can help marketing teams create entire campaigns, the platform excels at only one thing – email marketing. Mailchimp has a modern layout and offers a good UI experience.
The platform is easy to set up and doesn’t require any coding proficiency to create a landing page or a complex email marketing campaign. Thanks to its variety of email templates and its reports feature, Mailchimp is friendly toward email marketing novices. I believe that Mailchimp is a great choice for SMBs or for marketers who are just dipping their toes into email marketing because it offers a lot of features for free.
It scales upwards from there with concise and transparent pricing plans, making it easy to pay for only what you need and use as you grow.
Mailchimp costs from $13/month for businesses with lists of up to 500 contacts.
The software offers a free, limited version for lists of up to 2,000 contacts.
Referrizer is a great tool for small and medium-sized companies that want to attract customers through referral marketing.
Referrizer can help you capture new contact data via free wifi services offered at your location, which helps local businesses engage with new prospects, re-engage with previous clients, and run effective loyalty and referral programs.
Referrizer lets you send custom offers to your leads via email or text. They enable you to encourage your customers to recommend your business and leave reviews on various platforms, including social media. You can also partner with other local businesses to trade referrals.
Referrizer costs from $239/month plus a one-time $499 setup fee.
The software also offers a free version with limited functionalities.
INBOX is an email marketing tool that can help businesses of all sizes improve their marketing email deliverability and open rates. The software enables you to create email campaigns that are compliant with GDPR and CASL regulations. They offer a drag-and-drop email newsletter builder for no-code campaign creation. However, you can also design templates from scratch.
There are a lot of email marketing tools out there, but I believe INBOX is the best one because it offers superior deliverability rates and customer support service. INBOX enables marketers to manage multiple brands with a single account, which can be very useful for marketing teams. In addition, the software comes with well-designed templates to help you draft different types of email campaigns.
INBOX costs from $5/month. The software also offers a free lifetime version for businesses with subscriber lists that do not exceed 500 contacts.
Crayon enables product marketing teams to gather insights from publicly available resources so they can track what their competitors are doing. This tool sends you notifications when your competitors change their websites. The software shows you side-by-side comparisons of your rival’s website before and after they make edits, so you can update your marketing strategy accordingly.
Crayon is a robust tool, and there’s a lot you can do with it. But the software excels at gathering competitor data that’s relevant to your business. The software offers a great intel feed and its battlecard feature is very helpful. I chose Crayon as the best tool for competitor analysis because it can help your team save dozens of hours of manual work each month.
Crayon offers a clear overview of your competitors’ digital footprint, which can be extremely valuable for product marketing teams.
Crayon offers customized pricing upon request. You can schedule a personalized demo to see how the software can help your organization.
Amazon Ads has a simple setup process. The platform offers a wide range of exciting features that enable digital marketing teams to oversee campaigns, compare the performance of past and present campaigns, and manage their budgets.
Amazon Ads does a great job at pulling data and organizing it in real-time analytics reports, so it can help your product team gather customer behavior data. But the software excels at ad management. This software is great for marketing teams that want to run PPC campaigns in order to promote their products on Amazon.
The software can drastically improve your ability to reach a new target audience with your ads, and it enables you to display large banners to increase your brand awareness.
Amazon Ads costs from $0.99 per unit sold for Individual plans and $39.99 per month for Professional plans.
Best for marketing to existing customers
14-day free trial
|From $89/month (billed annually)||Website|
Best for new user onboarding and product adoption
14-day free trial
Best for marketing automation
Free plan available
Best for customer acquisition analysis
|Pricing upon request||Website|
Best for small businesses
14-day free trial + free plan available
Best for email marketing starters
30-day free trial + free plan available
Best for product referral marketing
Free demo available
Best for email marketing
Free version available
Best for competitor analysis
|Pricing upon request||Website|
Best for Amazon product marketing
Free store available
|From $0.99 per unit sold||Website|
Here are a few more product marketing platforms that didn’t make the top list but are worth your consideration.
- Wrike - Project and work management platform with a dedicated marketing and sales suite plus marketing planning templates. Free plan available.
- ClickUp - Collaboration and project management platform that comes with tools and templates that are perfect for small businesses and freelancers. Free plan available
- Hive9 - Marketing performance management solution that enables teams to measure the impact of their work, track the activity of website visitors, and monitor their budgets. Demo available upon request
- ActiveCampaign - All-in-one digital marketing software that excels at building landing pages and automating marketing campaigns. Free trial available
- NiceJob - Reputation marketing platform that automates the process of encouraging customers to leave reviews on different platforms, including social media. Free trial available
- Attentive - Text message marketing solution that helps product marketing professionals connect with their target audience via SMS marketing. Demo available upon request
- Salesforce - A popular customer relationship management (CRM) platform that helps your team accelerate sales, automate tasks, and understand customer behavior. Free trial available
- SharpSpring - Flexible revenue growth platform for SaaS businesses with dedicated marketing, sales, and automation features. Demo available upon request
- Terminus - Account-based marketing (ABM) platform that helps marketing professionals get customer feedback and keep in touch with their audience via several digital channels. Demo available upon request
- Drip - Email and SMS marketing automation platform with a great interface and customizable pre-built workflows. Free trial available
- Blueshift - Consumer data platform with efficient omnichannel engagement features. Demo available upon request
- Ascent360 - Consumer data platform with helpful automation and segmentation features. Free trial available
- Freshmarketer - Conversion optimization solution with powerful funnel-building, heatmaps, and A/B testing features. Free plan available
- Constant Contact - All-in-one digital marketing software with good email building and analytics features. Free trial available
- Asana - Project management platform with great productivity, content marketing, and communication features. Free plan available
- ResellerRatings - Reputation marketing platform with helpful automation and review moderation features. Demo available upon request
- Fullstory - Digital experience platform with rich analytics and collaboration features. Free plan available.
- GetSocial - Content performance analytics platform that helps with customer acquisition, engagement, and retention. Free trial available
- Costpitch - Brand-to-Customer engagement platform with good customer retention and messaging features. Free signup
- LeadsRabbit - Sales and lead generation software with efficient automation and email scraping features.
- AHREFS - Backlinks and SEO analysis platform with great competitor research, keyword research, content research, and link-building capabilities.
How I Picked the Best Product Marketing Tools
If you're wondering how I selected the best product marketing tools, here's where I'll break it all down for you. First of all, I started with product marketing tools that have high user reviews and satisfaction ratings. Then, using my experience in product management, I discerned what key criteria were most important for product marketing tools and compared how each of them stacked up against the rest.
I empathize with how much time it takes to source the right software for a job. I do this work so that you don't have to. I've been using and reviewing product marketing resources for years so you can trust me to do the heavy lifting and compile all the facts you need to make your final decision.
After careful consideration, I've determined that these are the most important criteria when selecting the best product marketing tools. Here's a brief list outlining the whats and whys of my selection.
User Interface (UI)
I look for product marketing tools that have simple, intuitive layouts. Your team should be able to find basic features with minimal training, and they should be able to perform their task in a timely manner.
I look for a product marketing tool that’s easy to understand and use. Novice and veteran marketers should be able to use most of the software’s features after going through the onboarding process or a short series of tutorials.
I look for tools that offer integrations with popular chat, conferencing, or project management tools, such as Slack, Zoom, Trello, and others.
I look for product marketing tools that offer a good variety of features in order to provide great value for money.
What is product marketing?
What is the goal of product marketing tools?
What are the benefits of product marketing tools?
What are the key features of product marketing software?
You may want to look into the role of marketing strategy in new product development and how that ties into the 5 crucial parts of a product development strategy. Alternatively, you can crack open one of these excellent product marketing books to get some perspective from established product marketers. Finally, you can listen to our podcast episode on reducing NLP model biases for better text analysis.
Related tool lists:
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