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Asana
Asana
Asana is a comprehensive project management tool that offers a range of technical features to streamline workflows and enhance collaboration within teams. With its user-friendly interface and robust capabilities, Asana provides or...Read more about Asana
SAS Customer Intelligence 360
SAS Customer Intelligence 360
SAS Customer Intelligence 360 is a multichannel marketing hub for the modern marketing organization. Offering a suite comprised of modular components (SAS 360 Engage, SAS 360 Discover, SAS 360 Plan, and SAS 360 Match) SAS Customer...Read more about SAS Customer Intelligence 360
Bionic Media Planning Software
Bionic Media Planning Software
Built for media planners and media buyers, Bionic is the only fully-integrated, omnichannel media planning software + media buying software that delivers: * perfect media plans, * beautiful flowcharts, * online RFPs and IOs, * ...Read more about Bionic Media Planning Software
Mediatool
Mediatool
Mediatool is a cloud-based marketing management platform built to give brands and agencies an overview and real-time control of their campaign activity. Using Mediatool, you can manage your ad campaigns from start to finish, incl...Read more about Mediatool
Jira
Jira
Jira Software is a business process management tool used by agile teams to plan, track and release software. Jira Software supports Scrum, Kanban, a hybrid model or another unique workflow. Jira enables users to create project r...Read more about Jira
Confluence
Confluence
Confluence is a project management solution that enables organizations to create, collaborate, organize and review project documents. The system offers both cloud-based and on-premise deployment. Confluence’s editor feature a...Read more about Confluence
Ravetree
Ravetree
Ravetree is a cloud-based project management solution with integrated resource planning, customer relationship management and time and expense tracking capabilities. The solution helps users manage project workflows, task assignme...Read more about Ravetree
My Digital CMO
My Digital CMO
My Digital CMO is a marketing strategy planner tool. It assists users in creating and managing marketing plans for their respective businesses. Key features include the ability to create consumer personas, define product and servi...Read more about My Digital CMO
Factors.ai
Factors.ai
Factors.ai is an account intelligence, analytics & attribution platform that helps sales & marketing teams at high-growth B2Bs to build pipeline by tapping into intent signals on your website, CRM, LinkedIn, & G2. Score & priori...Read more about Factors.ai
Percolate
Percolate
Percolate is a cloud-based content marketing solution for midsize and large companies. Primary features include content management, brand and channel management and social media management. It allows users to manage brand and cha...Read more about Percolate
Airtable
Airtable
Airtable is a cloud-based project management solution targeting small to midsize businesses as well as departments within larger companies. This system focuses primarily on data organization and collaboration. The system uses...Read more about Airtable
CoSchedule Marketing Suite
CoSchedule Marketing Suite
CoSchedule's Marketing Suite is a family of agile marketing products that helps you coordinate your process, projects, and teams. Marketing Suite includes: - Calendar Organizer: Visualize your entire marketing strategy in real...Read more about CoSchedule Marketing Suite
Taskworld
Taskworld
Taskworld is a marketing planning solution designed to help businesses of all sizes plan and organize marketing campaigns. Key features include task management, project planning, collaboration, budgeting and reporting. The applica...Read more about Taskworld
DivvyHQ
DivvyHQ
DivvyHQ is a cloud-based content marketing solution that caters to content teams in large agencies, media companies and publishers. Key features include audience targeting, brand management, multi-channel publishing, conversation ...Read more about DivvyHQ
Wrike
Wrike
Wrike is a cloud-based project management platform for teams of 20+ that is suitable for both large enterprises and SMBs. It supports remote work for various teams. This solution comes with Gantt charts, calendars, workload view f...Read more about Wrike
Screendragon
Screendragon
Screendragon is a powerful work management platform suited to the needs of marketing, agency & professional services teams. It combines project management, workflow automation, resource management and forecasting, budget managemen...Read more about Screendragon
ActiveCollab
ActiveCollab
ActiveCollab is a project management solution for creative professionals. It offers cloud-based subscription plans or a self-hosting license. Projects are split into tasks and subtasks. Tasks can be filtered by the due date, ass...Read more about ActiveCollab
Allocadia
Allocadia
Allocadia Marketing Performance Management is planning, budgeting, and performance measurement software built for revenue-driven marketing organizations. Allocadia is designed for everyone in marketing including leadership teams, ...Read more about Allocadia
monday.com
monday.com
monday.com is an award-winning work and project management platform that helps teams of all sizes plan, prioritize, manage, and execute their work more effectively. The platform offers solutions for a wide range of use-cases such...Read more about monday.com
Uptempo
Uptempo
Uptempo provides enterprise marketing teams with software to manage planning, productivity and performance. Our mission is to help marketers lead with confidence and love their jobs. Uptempo’s marketing operations suite integra...Read more about Uptempo
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Buyers Guide
Last Updated: March 16, 2023While marketing planning software has often been too expensive for many businesses, these days, new software offerings at every price point are giving enterprise-level capabilities to small and midsize businesses.
Marketing planning software makes it easier to understand your business' audience, create targeted marketing campaigns, and monitor their effectiveness.
There are many factors and features to consider when choosing the best software for your marketing team. This guide will help you understand the options available to your business.
Here’s what we’ll cover:
What is marketing planning software?
Marketing planning software gives companies the tools to plan, track, and even predict marketing campaign success. All of these features are available to your entire team in cloud applications that are accessible from anywhere. Collaborative tools allow analysts, creative designers, project managers, and other team members to work together with access to shared data. Companies can also set budgets, define goals, and measure progress with greater accuracy and ease.
Common features of marketing planning software
While features vary from product to product, marketing planning software typically offers some or all of the following functionality:
Collaboration | Work on a project with other stakeholders using shared information in real time. Coordinate schedules and project milestones using calendars, conversation tools, and more. |
Marketing calendar | Schedule upcoming campaigns and marketing communication using advanced calendar tools. Analyze past campaigns for audience data and cost effectiveness. |
Goal setting and tracking | Define your business objectives and marketing goals, and then track progress over time. |
Budgeting and forecasting | Estimate the cost of future marketing campaigns. Set, track, and modify budgets based on real-time marketing analytics. |
Media planning | Assign teams and budgets by advertising channel and promotional vendor. |
Presentation tools | Share creative assets across teams. Create workflows to gather internal feedback and authorize publication. |
Predictive analysis | Apply statistical analysis and machine learning principles to predict campaign effectiveness and return on investment (ROI). |
What type of buyer are you?
Before purchasing marketing planning software, you should define your company's primary marketing strategy. The type of marketing you do will determine the solution that best supports your business objectives.
Outbound marketing
Outbound marketers should consider tools that track ad click-through rates (CTRs) and newsletter engagement. These features help outbound marketers get the most from tools such as search engine advertising, website ads, and email marketing targeting lists of leads.
Inbound marketing
Inbound marketers should consider solutions that support website analytics and other search engine optimization (SEO) factors. These features help inbound marketers evaluate their blogs, websites, and social media. Lead nurturing, such as drip marketing, is one way inbound marketers draw customers toward a purchase decision.
Social media marketing
Marketers who rely on social media channels to connect with customers should look for applications that can monitor conversations, track the source of inbound leads, and ultimately measure the success of social media campaigns. Many social media marketing platforms provide limited marketing automation tools, while advanced social intelligence is usually reserved for best-of-breed solutions.
Benefits and potential issues
Here are a few things to remember when selecting the right software for your marketing team.
Focus on the essentials: Beware of choosing software that offers many features but ultimately lacks the essential functions you need to support your established processes. Look for software that covers your essentials needs and can grow with your business.
Confirm all necessary integrations: Whenever you adopt new software, it's important to ensure it integrates with your existing systems and data. For example, some marketing software offers native integration with customer resource management (CRM) software and related platforms. Without native integration, developers may need to spend time making your software platforms compatible with each other.
Consider the learning curve: Learning to use new software takes effort. Look for intuitive software options that have plenty of tutorials and self-service documentation. Online tech support is sometimes only available in higher-tier packages.
Market trends to understand
Data visualization helps marketers understand complicated metrics. As smaller companies gain access to big data, the information can feel overwhelming. Data visualization helps teams make sense of abstract analytics and spot opportunities. Ultimately, data visualization tools help companies spend money and time more efficiently.
Artificial intelligence (AI) is making sense of complex data. AI can often find important details in data much faster than humans can. AI is still considered an advanced software feature, and companies may pay a premium to get it. This reality is changing, however, and software that doesn't invest in AI is widely expected to fall behind in the coming years.