Marketing Software

In general, marketing software helps organizations perform the following functions:

  • • Attract new customers and visitors.
  • • Turn customers into leads that can be nurtured through the sales funnel.
  • • Deliver marketing and promotional materials (e.g., via email marketing, social media, etc).
  • • Surface insights about customers to improve marketing efforts.
  • • Automate time-consuming, repetitive manual tasks.

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Showing 1 - 20 of 1734 products
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Showing 1 - 20 of 1734 products

Benchmark Email

Benchmark Email is a cloud-based email marketing platform. It offers email templates for different occasions and events. It helps users manage email campaigns. It provides Email signup forms on website, blog and social media to in...Read more

4.24 (158 reviews)

12 recommendations

PriceDemo

Mozeo

From marketing your business, ensuring safety during a storm, or growing your nonprofit, Mozeo provides the tools to propel your communications forward. Mozeo has been a leading authority for over a decade, helping thousands of c...Read more

4.72 (46 reviews)

11 recommendations

SharpSpring from Constant Contact

SharpSpring, a Constant Contact company, is a revenue growth marketing platform that helps small businesses generate leads, improve conversions to sales, and drive higher returns on marketing investment. Our innovative platform, o...Read more

4.57 (733 reviews)

7 recommendations

Net-Results

Net-Results is a cloud-based marketing automation solution for small, midsize and large businesses. Primary features include lead management, lead scoring, marketing list management, email builder, social media management, insight...Read more

4.64 (33 reviews)

6 recommendations

PriceDemo

IRIO

IRIO is a cloud-based mobile marketing solution suitable for businesses of all sizes, and is particularly suited to retail, real estate and agencies. IRIO enables users to send surveys, sweepstakes, promotions, customer service me...Read more

4.46 (35 reviews)

4 recommendations

PriceDemo

HubSpot Marketing Hub

HubSpot is a leading growth platform. Over 52,000 total customers in more than 100 countries use HubSpot’s award-winning software, services, and support to transform the way they attract, engage, and delight customers. Marketing H...Read more

4.49 (4734 reviews)

3 recommendations

ActiveCampaign

ActiveCampaign's category-defining customer experience automation platform (CXA) helps over 130,000 businesses in 170 countries meaningfully engage with their customers. The platform gives businesses of all sizes access to 500+ pr...Read more

4.61 (1616 reviews)

3 recommendations

PriceDemo

Notifii Track

Notifii is a cloud-based package management and community notification platform that allows users to streamline package management operations. Primary features of Notifii include package information, the ability to log packag...Read more

4.85 (495 reviews)

3 recommendations

PriceDemo

Textedly

Textedly is a cloud-based SMS marketing tool for businesses of all sizes. The system offers mass group texting, text scheduling and customizable auto replies. Users can send texts over 300 characters long. The system also off...Read more

4.63 (330 reviews)

3 recommendations

PriceDemo

Maropost

Maropost is a cloud-based marketing solution enabling marketing teams to strategically engage with their audience through marketing automation and analytics. It has proved to be successful for businesses of all sizes across multip...Read more

4.00 (12 reviews)

2 recommendations

PriceDemo

Software pricing tips

Read our Marketing Buyers Guide

Subscription models

  • Per employee/per month: This model allows you to pay a monthly fee for each of your employees.
  • Per user/per month: Users pay a monthly fee for users—normally administrative users—rather than all employees.

Perpetual license

  • This involves paying an upfront sum for the license to own the software and use it indefinitely.
  • This is the more traditional model and is most common with on-premise applications and with larger businesses.

Rated best value for money

Sugar Market

Sugar Market (previously Salesfusion) focuses on what matters most to marketers — streamlining campaign creation, understanding engagement, improving conversions and driving more revenue. Attract traffic to your website using...Read more

4.10 (62 reviews)

1 recommendations

PriceDemo

LeadSquared

LeadSquared is a cloud-based marketing automation and customer relationship management (CRM) solution for businesses of all sizes. It serves clients in industries such as finance, e-commerce, education, health and wellness, market...Read more

4.15 (61 reviews)

1 recommendations

PriceDemo

Pinpointe

PinPointe is a cloud-based email marketing tool that helps small, midsize and large enterprises across various industry verticals to create, distribute, analyze and manage their email marketing campaigns. PinPointe allows us...Read more

4.72 (53 reviews)

1 recommendations

PriceDemo

Heymarket

Heymarket is a cloud-based communication tool suitable for small businesses in a variety of industries. It offers a text messaging app that allows users to schedule and manage communications with customers. Native apps are availab...Read more

4.51 (41 reviews)

1 recommendations

Kochava

Kochava is a real-time data solutions company offering omni-channel measurement and attribution solutions for data-driven marketers. The Marketers Operating System (m/OS) from Kochava empowers advertisers and publishers with a pla...Read more

4.67 (24 reviews)

1 recommendations

PriceDemo

iPost

iPost is an omnichannel email marketing platform built for Franchises, Agencies, Associations, Restaurants, Media, Publishing, and Retail. We are a recognized leader for organizations with sophisticated messaging requirements with...Read more

4.52 (23 reviews)

1 recommendations

PriceDemo

SMS Notify!

SMS Notify is a lighting fast, programmable SMS API designed to reliably send and receive messages globally at the worlds most cost-effective pricing. - Highly Competitive Pricing - Government Grade Security - Capable of Voice B...Read more

4.71 (21 reviews)

1 recommendations

PriceDemo

CASTANET

CASTANET is the industry leader in LinkedIn campaign management with over 2,750,000 new B2B connections generated! Leverage all available LinkedIn tools to identify highly targeted lists of new leads. -LinkedIn search results -...Read more

5.00 (4 reviews)

1 recommendations

PriceDemo

Salesforce Sales Cloud

The Salesforce Sales Cloud is an on-demand CRM platform offering applications for small, midsize, and enterprise organizations, with a focus on sales and customer relationships. This Salesforce platform has CRM capabilities tha...Read more

Mailchimp

Mailchimp is a web-based marketing automation service with millions of users worldwide. The application allows users to share newsletters on various social networks and track customer engagements. The application provides tools to...Read more

PriceDemo

Buyers Guide

Last Updated: May 16, 2022

 

The marketing technology landscape is growing and diversifying. As more consumers go online to look for information and research products, more marketers are focusing on digital strategies. Over the years, new categories of marketing software have emerged to support this shift.

Today, there are a plethora of software options to help marketers manage and optimize digital campaigns. In fact, some experts estimate the greater marketing technology landscape now has close to 2,000 vendors across nearly 50 categories. If you’re new to marketing software, this breadth of options can feel daunting.

This guide will help you understand your many options and make an informed purchase decision. Here’s what we’ll cover:

What Is Marketing Software?
A Comparison of Top Marketing Solutions
Common Features of Marketing Software?
What Type of Buyer Are You?
Key Considerations

What Is Marketing Software?

In general, marketing software helps organizations perform the following functions:

  • Attract new customers and visitors 
  • Turn customers into leads that can be nurtured through the sales funnel
  • Deliver marketing and promotional materials (e.g., via email marketing, social media, etc.)
  • Surface insights about customers to improve marketing efforts
  • Automate time-consuming, repetitive manual tasks

Reporting dashboard screenshot in Pardot

Reporting dashboard screenshot in Pardot

While some products are sold as “best-of-breed” systems (i.e., they offer a single marketing application), others are sold as “marketing clouds” or “integrated suites” (they house multiple marketing applications all in one place).

Whether a business should choose a suite or a best-of-breed solution depends on the range of functionality needed. Marketing suites are generally more expensive, but allow users to do more without having to integrate products from multiple vendors.

Best-of-breed solutions tend to be more affordable, and are best for companies that want to focus more heavily on specific applications—or that want to build their own suite of marketing tools.

A Comparison of Top Marketing Solutions

There are many popular marketing solutions on the market, and it can be hard to know what distinguishes one product from another and which is right for you. To help you better understand how the top marketing systems stack up against one another, we created a series of side-by-side product comparison pages that break down the details of what each solution offers in terms of pricing, applications, ease of use, support and more:

Top Act-On Comparisons Top AWeber Comparisons Top Constant Contact Comparisons
Act-On vs. HubSpot
Act-On vs. Marketo
Act-On vs. Pardot
AWeber vs. Constant Contact
AWeber vs. MailChimp
AWeber vs. Constant Contact
Top Oracle CX Marketing Comparisons Top HubSpot Comparisons Top MailChimp Comparisons
Oracle CX Marketing vs Pardot Act-On vs. Hubspot AWeber vs. MailChimp
Top Marketo Comparisons Top Pardot Comparisons  
Act-On vs. Marketo Act-On vs. Pardot
Oracle CX Marketing vs Pardot

Common Features of Marketing Software

Below is a list of common types of marketing applications that may be available either on their own, or bundled as part of a marketing suite:

Marketing automation Used for developing, executing and tracking marketing campaigns. Automates workflows, tracks prospect behavior and qualifies leads.
Lead generation Automates the capture, segmentation and assignment of leads to improve targeted marketing communications and shorten sales cycles.
Lead management Automates the movement and tracking of leads through the life cycle from acquisition to conversion.
Email marketing Used to create, send and track email campaigns and autoresponders.
Social media management Provides the means for users to create, launch and administer social campaigns and promotions. Manages creative assets on social media platforms.
Social media monitoring Identifies words used in association with brands, and locates where on social media platforms these conversations are occurring.
Social media analytics Measures campaign performance and impact, and tracks a brand’s share of voice across social channels to determine how effective social media efforts are.
Mobile marketing Handles the routing, management and delivery of SMS messages.
Marketing resource management Manages marketing projects, digital assets, workflows, budgets and approval processes across teams, departments or agencies.
Marketing analytics Measures marketing activities across multiple online and offline channels to get a view of those channels’ return on investment (ROI).
Content marketing Helps manage the distribution of content across the Web. Creates, deploys, manages and stores content on Web pages.
Search marketing Helps businesses generate traffic by providing information or advice to improve marketing content so it’s optimized for search engines.

What Type of Buyer Are You?

Before making a purchase, companies should evaluate their marketing strategies to determine how to choose software that supports overall business objectives.

Outbound marketing.

Outbound marketing is when a marketer contacts prospects, hoping for engagement. Tactics can include advertising on search engines, paying website publishers to post your ads or sending emails to lists of leads. Businesses that primarily want to reach out to customers in these ways should look for applications that offer email and/or mobile marketing functionality. Most marketing automation platforms include outbound email marketing capabilities. You could also consider lead generation and lead management solutions.

Inbound marketing.

Inbound marketing gets buyers to find you. This is done by providing interesting, helpful content on websites, blogs or social media that engages buyers. Businesses using inbound marketing tactics should look for software that helps optimize marketing content for Web search (so that buyers can easily find it) and provides lead nurturing functionality—for example, inbound marketing automation, content marketing or search marketing applications.

Social media marketing.

If you use (or plan to use) social media channels to connect with customers, consider applications that monitor social media conversations, track the results of social media marketing activities and allow you to measure the results of these campaigns. While social media marketing functionality is sometimes included in marketing automation platforms, many vendors also offer this as a best-of-breed solution.

Planning and measurement focus.

Marketers that want to measure the ROI of marketing projects should look for software that provides detailed analytics. While this functionality is often included in other types of marketing software, you may want to consider the in-depth reporting tools offered by best-of-breed marketing analytics and social media analytics software. Additionally, businesses that need help planning and executing marketing campaigns can consider marketing resource management software.

It's important to note that marketing functionality can also be incorporated into suites outside of the typical marketing software industry. For example, leading event management software often includes some element of marketing, such as tools for creating customizable websites, email marketing and push messaging campaigns. These are described in more detail here.

Key Considerations

To further narrow things down, here are two key factors to keep in mind as you evaluate marketing products:

Prioritize the applications you use most often

Avoid purchasing systems with bells and whistles that don’t support your business processes. However, do consider any applications, features and functionality that you will need in the future, even if you’re not quite ready to use them today.

Make sure your new system supports necessary integrations.

When comparing options, you’ll want to know whether—and how well—a given marketing system will synchronize with your existing data and tools. For example, you may want to consider marketing software that offers native CRM integration. If you plan to access the system while on the go (via mobile phones or tablets), consider a system with a native mobile app. If you’re building your own marketing technology stack, be sure to check that the systems you combine will work together seamlessly. You may also want to look for vendors that offer integration support and services.