10 Top Product Marketing Software Shortlist
Here's my pick of the 10 best software from the 19 tools reviewed.
There are so many different product marketing software that making a shortlist of the best can be tricky. You want tools for market analysis, campaign creation, product launch planning, and performance tracking—and now need the right solution for your brand and team. I've got you covered! In this post, I share from my personal experience using many different product marketing tools, and share my picks of the best product marketing software overall.
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Best Product Marketing Software Tools Summary
| Tools | Price | |
|---|---|---|
| Userpilot | From $249/user/month | Website |
| Segment | From $120/month (billed annually) | Website |
| UserTesting | Pricing available upon request | Website |
| BuzzSumo | From $95/month when billed annually | Website |
| Amplitude | Pricing upon request | Website |
| Hotjar | From $59/month | Website |
| Intercom | From $74/month (billed annually) | Website |
| Drift | Pricing upon request | Website |
| Userpilot | $299 when you pay monthly | Website |
| Hubspot Marketing Hub | Starts from $45/month | Website |
Compare Software Specs Side by Side
Use our comparison chart to review and evaluate software specs side-by-side.
Compare SoftwareHow to Choose Product Marketing Software
When selecting software for your business, especially when considering a specialized tool such as product marketing software, it's essential to approach the decision with a strategic mindset. Here’s a checklist that balances general software selection principles with specific considerations for marketing attribution software:
- Business Needs and Objectives: Ensure the software aligns with your business goals, particularly in enhancing product marketing strategies and outcomes.
- Feature and Functionality Priorities: Look for essential features that support product marketing efforts, such as campaign management, analytics, customer segmentation, and automation capabilities.
- Integration Capabilities: The software should easily integrate with your existing tech stack, including CRM, ecommerce platforms, and other marketing tools to streamline operations.
- Scalability: Choose software that can grow with your business, accommodating increased product lines, market expansion, and customer base growth without significant additional investments.
- Vendor Reputation and Reviews: Research the software provider's reputation in the market, read customer reviews, and seek recommendations from peers to gauge reliability and customer satisfaction.
- Trial Periods and Demos: Take advantage of trial periods or request demos to test the software’s capabilities in the context of your specific product marketing needs, ensuring it meets your expectations before making a purchase.
Best Product Marketing Software Tool Reviews
Each tool comes with a short description of the product marketing software, showcasing each software’s best use cases, noteworthy features, and the pros and cons of the tool. Without further ado, here’s the list:
Userpilot is a user onboarding and product adoption platform designed to help businesses create personalized and effective user experiences within their digital products. The platform empowers product teams to create interactive experiences without coding, allowing for a data-driven approach to optimize user journeys and drive successful product adoption.
Why I picked Userpilot: Userpilot is an in-app guidance tool that enables businesses to improve user engagement and retention by providing personalized, contextual guidance.
With its in-app guidance features, Userpilot reduces the time to value for new customers. It'll automatically walk them through key features of your product and adjust the onboarding experience in real-time based on their persona and activation goals.
Standout Features and Integrations
Features include its robust analytics features. These make it simple to track and analyze your product's growth across each segment of the user journey without any need for code, which is super useful. You also get usage reports alongside the goals you set which helps with product retention and account expansion.
Integrations include Amplitude and Intercom.
Segment is a customer data platform that allows businesses to collect, manage, and utilize their customer data effectively. It acts as a central hub, enabling companies to integrate various data sources and deliver a unified view of customer profiles. Segment helps businesses improve personalization, marketing, and analytics by providing a streamlined and organized approach to managing customer data across different tools and platforms.
Why I picked Segment: Segment is a customer data platform that helps businesses understand their customers by providing a single source of truth for customer data. With its features, businesses can collect, clean, and synchronize customer data from multiple sources, and then use it to inform marketing and product decisions.
Segment offers a unique opportunity to get a complete view of your customer. It'll gather up data from all your favorite tools like Facebook, Hubspot, Salesforce, Google, etc, and provide one clear profile that includes all the relevant information you might need.
Standout Features and Integrations
Features include a myriad of data-based features like data collection, data warehousing, data integration, and data governance. These tools let you collect and consolidate customer data from various sources, including websites, mobile apps, and customer support channels, which can be pretty useful when you need to scrub data for performance metrics.
Integrations include Google, Hubspot, Facebook, and Salesforce.
Pros and cons
Pros:
- Customizable data filtering and routing options
- Wide range of integrations with other software
- Robust customer data tracking and analysis tools
Cons:
- Can be complex to set up and configure
- Limited reporting and visualization options
UserTesting is a user research platform that allows businesses to gather feedback on their digital products and experiences by facilitating real-time testing with actual users. UserTesting enables companies to understand the user perspective, identify pain points, and make informed decisions to improve the design and functionality of their products.
Why I picked UserTesting: UserTesting is a user research and testing platform that enables businesses to collect valuable feedback on their products from real users. UserTesting is a powerful tool for any product marketer looking to enhance their product's user experience.
UserTesting makes it easy for businesses to optimize product experiences and increase customer satisfaction by offering real-time feedback and usability testing. It allows your business to measure and track user behavior, identify pain points, and gain insights into customer needs and preferences.
Standout Features and Integrations
Features include automation features such as test scheduling, participant recruitment, and report generation. This can save you a ton of time when you want data on your feedback fast, but don’t want to have to analyze it yourself.
Integrations include HubSpot, Adobe Experience Cloud, and Slack.
Pros and cons
Pros:
- Wide range of user recruitment options
- User-friendly interface
- Comprehensive user testing and feedback tools
Cons:
- Can be time-consuming to set up and conduct tests.
- Limited integrations with other software
- Higher pricing plans for advanced features
BuzzSumo is a powerful product marketing software that allows businesses to analyze and discover trending content in their industry. With its robust features, BuzzSumo enables users to identify key influencers, track competitors, and gain insights into market trends. The platform serves as a valuable tool for product marketers to refine their strategies, create targeted content, and stay informed about the competitive landscape.
Why I picked BuzzSumo: BuzzSumo is a content analysis tool that helps businesses discover popular content and trends in their industry.
The software offers valuable insights into content marketing and social media strategies by analyzing your metrics and seeing what’s working. You can also identify popular content, track social media trends, and monitor brand mentions with BuzzSumo
Standout Features and Integrations
Features include BuzzSumo's influencer identification feature, which helps businesses identify key influencers in their industry. Its content alerts feature sends notifications when new content is published on specific topics or by specific authors, which is incredibly convenient.
Integrations include HubSpot, Hootsuite, and Buffer.
Pros and cons
Pros:
- User-friendly interface
- Wide range of search and filtering options
- Comprehensive social media content analysis tools
Cons:
- Higher pricing plans for advanced features
- Limited customization features
- Limited integration options
Amplitude is a product analytics platform designed to help businesses understand user behavior and optimize their digital products. With a focus on providing insights into user journeys, engagement, and feature performance, Amplitude allows companies to make data-driven decisions to improve their products. The platform offers advanced analytics, user segmentation, and behavioral analysis tools, making it a valuable resource for product teams seeking to enhance user experiences and drive product growth.
Why I picked Amplitude: Amplitude is a user behavior analysis tool that helps businesses understand how users interact with their product by providing insights into user behavior, engagement, and retention.
With Amplitude, you get access to key customer behavior, and how to improve product experiences. It offers advanced analytics capabilities and real-time insights which enables businesses to make data-driven decisions and drive growth.
Standout Features and Integrations
Features include automation features such as real-time alerts, A/B testing, and predictive analytics, which can help you save time and improve efficiency. Amplitude's advanced analytics and real-time insights seem easy to use, so both you and your customer can have a good user experience.
Integrations include Segment, Google Analytics, and Slack.
Pros and cons
Pros:
- Comprehensive knowledge base and support resources
- Customizable data segmentation and analysis features
- Advanced user behavior analysis tools
Cons:
- Expensive pricing plans for larger businesses
- Steep learning curve for beginners
Hotjar is a website analytics and feedback tool that helps businesses understand user behavior on their websites. Hotjar's capabilities enable businesses to optimize website usability, identify areas for improvement, and make data-informed decisions to enhance the overall user experience.
Why I picked Hotjar: Hotjar is a customer behavior analysis tool that allows businesses to track user behavior on their website and optimize their website for better engagement and conversions.
Product managers love Hotjar because you reduce assumptions and validate your ideas in real time. You can see what product feature pages are getting the most traffic and what exactly draws people in or away.
Standout Features and Integrations
Features include heatmapping tools, which are super cool because they help you visualize user behavior from where they move their mouse to where they click and even how far down they scroll on the page. You can see directly what parts of your webpage draw users in. They also include easy-to-navigate reports and dashboards.
Integrations include a variety of helpful tools, including Slack, Google Analytics, Microsoft Teams, Zapier, Optimizely, and Hubspot.
Pros and cons
Pros:
- Customizable feedback polls and surveys
- User-friendly interface
- Comprehensive customer interaction mapping tools
Cons:
- Limited reporting and analytics features
- Limited integration options
Intercom is a customer messaging platform that facilitates communication between businesses and their customers through various channels, including chat, email, and in-app messaging. It is designed to enhance customer engagement, support, and marketing efforts.
Why I picked Intercom: Intercom is an omnichannel messaging tool that helps businesses communicate with leads and customers across multiple channels. It enables businesses connect with their audience in a more personalized way.
Intercom offers exceptional automation, especially when it comes to mapping service interactions. Its powerful set of features are designed to improve customer communication and drive sales.
Standout Features and Integrations
Features include an omnichannel messenger that you can customize to match your brand. It launches with no code, and enables you to have meaningful conversations where you can gather valuable customer feedback. Their impressive AI chatbots answer product questions 24/7 and claim to instantly solve 33% of questions (not bad for an AI!).
Integrations include Salesforce, HubSpot, and Shopify.
Pros and cons
Pros:
- Comprehensive knowledge base and customer support resources
- Personalized messaging and targeting tools
- Omnichannel messaging capabilities
Cons:
- Steep learning curve for beginners
- Limited customization options
- Expensive pricing plans
Drift is a conversational marketing and sales platform that focuses on facilitating real-time communication between businesses and their website visitors. With live chat, chatbots, and automated messaging, Drift allows companies to engage with prospects and customers, qualify leads, and provide instant support. The platform emphasizes conversational marketing strategies to create personalized and dynamic interactions, fostering better customer relationships and driving sales conversions.
Why I picked Drift: Drift is a conversational marketing tool that helps businesses drive engagement and conversions through personalized, one-on-one conversations.
Conversational marketing with Draft meets your prospects where they are and gives you the context needed to start an engaging conversation. It'll tell you how many times they've visited, what product pages they keep going back to, and more.
Standout Features and Integrations
Features include great AI-powered automation and detailed dashboards that show all sorts of engagement metrics that'll help you optimize your sales funnel and marketing activities. Other features include chatbots, live chat, and email marketing, through which businesses can connect with leads and customers in real-time.
Integrations include Salesforce, Marketo, and HubSpot
Pros and cons
Pros:
- User-friendly interface
- Personalized messaging capabilities
- Powerful conversational marketing tools
Cons:
- Expensive pricing plans
- Limited customer support resources
Userpilot is a user onboarding and product adoption platform that empowers businesses to create personalized user experiences within their digital products. The platform enables product teams to create interactive experiences without coding, allowing for a data-driven approach to optimize user journeys and enhance overall product adoption.
Why I picked Userpilot: Userpilot is an in-app guidance tool that enables businesses to improve user engagement and retention by providing personalized, contextual guidance.
With its in-app guidance features, Userpilot reduces the time to value for new customers. It'll automatically walk them through key features of your product and adjust the onboarding experience in real-time based on their persona and activation goals.
Standout Features and Integrations
Features include its robust analytics features. These make it simple to track and analyze your product's growth across each segment of the user journey without any need for code, which is super useful. You also get usage reports alongside the goals you set which helps with product retention and account expansion.
Integrations include Amplitude and Intercom.
Pros and cons
Pros:
- Customizable user feedback and survey tools
- Robust in-app guidance and onboarding features
- User-friendly interface
Cons:
- Pricing plans can be expensive for larger businesses
- Limited integration options
HubSpot is an all-in-one inbound marketing, sales, and customer service platform that provides a suite of tools to help businesses attract, engage, and delight customers. HubSpot's integrated approach allows businesses to streamline their marketing and sales efforts, manage customer relationships effectively, and analyze performance metrics for continuous improvement.
Why I picked Hubspot: Hubspot Marketing Hub is a comprehensive marketing tool that enables businesses to manage their marketing efforts across various channels. It's a valuable tool for businesses seeking to enhance their online presence and drive growth.
Hubspot is a titan of the marketing world mainly because it attempts to be the last marketing tool you'll ever need. I personally love Hubspot. They do great content marketing, their tool is on the user-friendly side, and they play nicely with just about every tool in your arsenal
Standout Features and Integrations
Features include Hubspot's website builder, where you can build detailed product pages and drive traffic through every state of the customer journey. It also has pop-up forms, live chat software, and web forms that'll help gather data on potential customers.
Integrations include Hotjar, Zapier, Intercom, Drift, and many more.
Pros and cons
Pros:
- Extensive knowledge base and support resources
- User-friendly interface
- Comprehensive all-in-one marketing platform
Cons:
- Steep learning curve for beginners
- Expensive pricing plans
Other Product Marketing Software Tools
Here are a handful more worthy options that didn’t quite make the best product marketing software list:
- Mixpanel
Best for advanced analytics and tracking
- Typeform
Best for creating interactive surveys
- Aha!
Best for visually tracking the product roadmap
- GetResponse
Best for email marketing automation
- ActiveCampaign
Best software for lead generation and sales automation
- Heap
Best software for user behavior analytics
- Drip
Best software for eCommerce email marketing automation
- Crayon Intel
Best software for competitive intelligence and market analysis
- ActiveCampaign
Best software for lead generation and sales automation
Related Marketing Tool Reviews
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- Marketing Software
- Marketing Management Software
- Account Based Marketing Software
- Social Media Management Software
- Email Marketing Software
Selection Criteria for Product Marketing Software
Selecting the right product marketing software involves a careful evaluation of what they have to offer. Through extensive personal trials and research, I've developed criteria to guide software buyers towards making an informed decision.
Core Functionality: 25% of total weighting score
- Campaign management: Launching, managing, and tracking marketing campaigns across multiple channels.
- Customer segmentation: Identifying and categorizing customers into segments for targeted marketing efforts.
- Analytics and reporting: Gathering and analyzing marketing data to inform strategies and measure success.
- Email marketing integration: Automating and personalizing email communications with targeted customer segments.
- Social media management: Scheduling, posting, and monitoring social media content across platforms.
Additional Standout Features: 25% of total weighting score
- Innovative automation tools that go beyond basic scheduling, such as predictive analytics for customer behavior.
- Advanced integration capabilities with CRM and ecommerce platforms, enhancing the flow of information across systems.
- Unique social media features, like sentiment analysis or influencer tracking, that provide deeper insights into brand perception.
- Tools offering AI-driven content creation to generate marketing material tailored to specific customer segments.
- Examples include platforms leveraging machine learning for predictive analysis and platforms that offer seamless integration with advanced analytics tools, setting them apart from standard offerings.
Usability: 10% of total weighting score
- An intuitive dashboard that provides a comprehensive overview of marketing campaigns and results at a glance.
- Drag-and-drop interfaces for campaign setup and management, making complex tasks more accessible.
- A clean, uncluttered design that facilitates easy navigation and reduces the learning curve for new users.
Onboarding: 10% of total weighting score
- Availability of comprehensive training materials, such as videos, templates, and step-by-step guides.
- Interactive product tours and chatbots that offer real-time assistance during the initial setup process.
- Webinars and live training sessions that provide deeper insights into maximizing the tool's potential.
Customer Support: 10% of total weighting score
- Responsive support teams that are accessible via multiple channels, including live chat, email, and phone.
- A well-maintained knowledge base or FAQ section that allows users to quickly find answers to common questions.
- Community forums or user groups where customers can share tips, tricks, and solutions.
Value For Money: 10% of total weighting score
- Competitive pricing structures that offer clear benefits and features at each pricing tier.
- Transparent billing practices, with no hidden fees or charges for essential features.
- Free trials or demo versions that allow users to test functionality before committing to a purchase.
Customer Reviews: 10% of total weighting score
- Positive feedback on ease of use and the intuitive nature of the interface, indicating a smooth user experience.
- Testimonials highlighting the effectiveness of customer support and the quick resolution of issues.
- Reviews that emphasize the tangible benefits and ROI achieved through the use of the tool, such as increased sales or improved customer engagement.
By considering these criteria, you can make an informed decision when selecting product marketing software, ensuring that the tool not only meets the general needs of your marketing strategy but also addresses specific challenges and opportunities unique to your business.
Trends in Product Marketing Software for 2024
Here are some trends I’ve noticed for product marketing technology, plus what they might mean for the future of the marketing industry. I sourced countless product updates, press releases, and release logs to tease out the most important insights.
- Integration with Emerging Technologies: The seamless integration of AI and machine learning algorithms stands out as a significant trend. These technologies are being harnessed to predict consumer behavior, personalize marketing efforts, and optimize campaign performance. This evolution reflects the growing need for data-driven decision-making and personalized customer experiences in marketing.
- Focus on Customer Experience Management (CEM): Tools that offer enhanced CEM capabilities, such as customer journey mapping and sentiment analysis, are rapidly evolving. This functionality is novel and underscores the increasing importance of understanding and improving the end-to-end customer experience as a means of driving loyalty and sales.
- Automation of Routine Tasks: Automation features are not only becoming more advanced but also more common. The ability to automate repetitive tasks, such as email marketing campaigns and social media posting, is now a staple feature. This trend addresses the need to streamline operations and free up marketers to focus on more strategic activities.
- Interactive and Immersive Content Tools: There's a growing emphasis on features that support the creation of interactive and immersive content, such as AR/VR experiences and interactive videos. This novel functionality responds to the challenge of engaging customers in a crowded digital landscape, offering memorable and impactful brand interactions.
- Diminishing Focus on Basic Social Media Management: Basic social media management features are seeing a decrease in demand, as the market saturates with specialized tools offering advanced functionalities like predictive analytics for social engagement and influencer collaboration platforms. This trend indicates a maturation in how businesses approach social media marketing, focusing on strategic and data-driven engagements over mere presence.
These trends not only reflect the evolving needs and challenges faced by marketing professionals but also signal the direction in which product marketing strategies are headed.
What is Product Marketing Software?
Product marketing software is a specialized tool designed to help businesses in promoting and selling their products. It encompasses features for market research, campaign management, product launch planning, and tracking the effectiveness of marketing efforts. The purpose is to aid in understanding customer preferences, positioning products effectively in the market, and creating targeted marketing strategies.
Features of Product Marketing Software
These are the key features I evaluate when I am looking at product marketing software.
- Campaign Management: Enables the creation, execution, and tracking of marketing campaigns across various channels.
- Customer Segmentation: Facilitates the division of customer bases into distinct groups based on demographics, behavior, and other criteria for targeted marketing efforts.
- Analytics and Reporting: Provides tools for analyzing marketing performance data and generating reports to inform strategy adjustments.
- Email Marketing: Integrates email marketing capabilities, allowing for the automation of personalized email campaigns to different customer segments.
- Social Media Management: Offers tools for scheduling posts, tracking engagement, and managing interactions across multiple social media platforms.
- Content Management: Supports the creation, management, and optimization of marketing content, including blogs, articles, and multimedia.
- SEO and Keyword Tools: Helps in optimizing online content for search engines to improve visibility and ranking.
- Lead Generation and Management: Aids in identifying potential customers (leads), capturing their information, and managing follow-up processes.
- Market Research: Provides features for conducting market research to gain insights into customer preferences, market trends, and competitive landscapes.
- Integration Capabilities: Allows for seamless integration with other tools and platforms, such as CRM systems, ecommerce platforms, and data analysis tools, to streamline workflows and data sharing.
- Customer Feedback and Reviews: Facilitates the collection and management of customer feedback and reviews, crucial for product development and marketing strategy refinement.
- Automated Workflows: Automates repetitive tasks and workflows, improving efficiency and allowing marketing teams to focus on strategic activities.
These features collectively enable marketing professionals to strategically promote products, engage with customers, and analyze the effectiveness of their marketing efforts, all while streamlining operations and maximizing the impact of their campaigns.
Benefits of Product Marketing Software
Product marketing software offers a suite of tools designed to streamline and optimize the marketing efforts of businesses, regardless of their size or industry. Here are five primary benefits that product marketing software provides to its users and organizations:
- Enhanced Campaign Efficiency: Significantly reduces the time and effort needed to manage marketing campaigns. By automating repetitive tasks and streamlining campaign management, businesses can focus on strategy and creative content, leading to more effective campaigns.
- Data-Driven Decision Making: Facilitates informed strategy adjustments and optimizations. The analytics and reporting capabilities of product marketing software provide valuable insights into campaign performance and customer behavior, enabling marketers to make data-backed decisions.
- Improved Customer Engagement: Delivers personalized marketing experiences. Through features like customer segmentation and automated email marketing, businesses can tailor their messaging and offers to meet the specific needs and preferences of different customer segments, enhancing engagement and loyalty.
- Increased Lead Conversion: Helps in identifying and nurturing potential customers more effectively. Lead generation and management features enable businesses to capture leads efficiently, nurture them with targeted content, and convert them into paying customers.
- Cost Reduction: Lowers marketing costs through automation and efficiency. By automating routine tasks and optimizing marketing strategies based on analytics, businesses can achieve better results with fewer resources, reducing overall marketing expenses.
By leveraging these benefits, organizations can not only achieve their marketing goals more efficiently but also gain a competitive edge in their respective markets.
Cost & Pricing for Product Marketing Software
Choosing the right product marketing software plan is crucial for businesses aiming to enhance their marketing efforts without overspending. Understanding the structure of these plans and what each offers can help you make an informed decision that aligns with your business goals and budget constraints.
Plan Comparison Table for Product Marketing Software
| Plan Type | Average Price | Common Features Included |
|---|---|---|
| Basic | $20 - $100/month | - Access for a limited number of users - Basic analytics and reporting - Email marketing - Social media management |
| Professional | $100 - $500/month | - All features in Basic - Advanced analytics and reporting - Customer segmentation - Lead generation and management - Integration capabilities |
| Enterprise | $500 - $2000+/month | - All features in Professional - Customizable dashboards - Advanced automation and workflow capabilities - Dedicated support and training - API access and custom integrations |
| Free | $0 | - Limited access to basic features - Usually includes a cap on the number of users, emails, or campaigns |
When evaluating product marketing software plans, it's essential to consider the scalability of the software and the specific features that your marketing strategy requires. Opting for a plan that grows with your business while providing the tools necessary to engage your target audience effectively will ensure a good return on investment.
Frequently Asked Questions
Here, I tried to answer some frequently asked questions people have about product marketing software.
How does product marketing software help my business?
What is the difference between digital marketing and product marketing?
What is the ROI of using product marketing software?
How does product marketing software improve customer engagement?
What are the best practices for using product marketing software?
Are there any open-source product marketing tools available?
What metrics are most important for tracking in product marketing software?
How can product marketing be tailored for different customer segments?
Additional Marketing Software Reviews
Marketing software comes in all shapes and sizes, from social media platform management to website and product reporting. You'll probably need several tools to cover the whole gambit of needs. Here are some other software review lists that I recommend checking out:
- Affiliate Marketing Software
- Marketing Calendar Software
- Marketing Collaboration Software
- Direct Mail Marketing Software
So, What’s Next?
Product marketing software can be an essential tool for businesses looking to promote their products in the competitive market. Product marketing software helps your business identify your target market, develop effective marketing and positioning, and measure the effectiveness of their marketing campaigns.
But picking the right tools is just the beginning. If you're looking to get the most out of your marketing efforts, you need to put the tools to use effectively.
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