Top Product Marketing Software Shortlist
Here's the shortlist of the tools I’ll cover:
- Hubspot Marketing Hub - Best for tracking multi-channel campaigns
- Aha! - Best for visually tracking the product roadmap
- Drift - Best for conversational marketing
- Userpilot - Best in-app guidance for your products
- Hotjar - Best for mapping customer interaction with product pages
- Intercom - Best for omnichannel messaging
- Segment - Best for understanding your customers
- Typeform - Best for creating interactive surveys
- Amplitude - Best for user behavior analysis
- Mixpanel - Best for advanced analytics and tracking
- UserTesting - Best for receiving real-time feedback
- BuzzSumo - Best for tracking social media trends
These days, marketing is crucial to your business’s success, and product marketing software can help you get there. Product marketing software can make communicating your product to your audience easy, while providing insights to make sure that your product campaigns are working.
But as a product marketer, you’ve already got a lot on your plate (and I’m not just talking about that sandwich you left half-finished when you got pulled into a last-minute product meeting). And I’m sure spending hours sifting through dozens of product marketing tools to find the software that fits your strategy is not high on your list of how you would like to spend your precious time. So finish your sandwich, and let’s get into it.
What is Product Marketing Software?
Product marketing software are tools that help your business communicate your product values to the market and your sales team, helping your products sell more effectively. They provide actionable insights on user behavior and preferences, which helps businesses improve customer engagement and retention.
With the help of product marketing software, you can create campaigns that’ll communicate your product’s value and how it’ll solve their problems to current customers and prospects alike.
Overview of the 12 Best Product Marketing Software Tools
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. I threw in some screenshots of the interface so you can get a better feel for the software as well.
Without further ado, here's the list:
1. Hubspot Marketing Hub - Best for tracking multi-channel campaigns
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.
Price
They offer free plan, a starter plan ($45/month), Professional plan ($800/month) and an Enterprise plan($3,600/month)
Free Trial
They offer a 30-day free trial
Pros
- Comprehensive all-in-one marketing platform
- User-friendly interface
- Extensive knowledge base and support resources
Cons
- Expensive pricing plans
- Steep learning curve for beginners
2. Aha! - Best for visually tracking the product roadmap
Why I picked Aha!
Aha! is a product management tool that specializes in visual product development. Businesses can use Aha! to create and manage product roadmaps, prioritize product features, and collaborate with cross-functional teams.
With Aha! you get a suite of features that help you visualize your product features, a roadmap to launch, and ongoing brainstorming sessions. Aha! is a fan favorite for customer experience and scores 4+ on just about every reputable review site out there.
Standout Features and Integrations
Features include built-in virtual whiteboards, which help improve team collaboration and can give you a neat mind-map style functionality that’s directly accessible within the product management system. It also makes it easy to gather customer feedback, track voting trends, and conduct customer research.
Integrations include Google, Salesforce, Trello, and Zapier
Price
It costs $74 when you pay monthly for Premium and $124 for the Enterprise plan. They also offer custom pricing for the Enterprise+ plan.
Free Trial
They offer a 30-day free trial.
Pros
- Robust visual product development tools
- Integration with other project management software
- Customizable dashboards and reports
Cons
- Steep learning curve for new users
- Limited collaboration features
3. Drift - Best for conversational marketing
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
Price
They offer a hefty price tag of $2,500 a month billed annually for the Premium tier, and custom pricing for the Advanced and Enterprise tiers.
Free Trial
They don't offer a free trial.
Pros
- Powerful conversational marketing tools
- Personalized messaging capabilities
- User-friendly interface
Cons
- Limited customer support resources
- Expensive pricing plans
4. Userpilot - Best in-app guidance for your products
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.
Price
Their lowest tier comes in at $299 when you pay monthly, and custom pricing for Growth and Enterprise plans.
Free Trial
They offer a 14-day free trial.
Pros
- User-friendly interface
- Robust in-app guidance and onboarding features
- Customizable user feedback and survey tools
Cons
- Limited integration options
- Pricing plans can be expensive for larger businesses
5. Hotjar - Best for mapping customer interaction with product pages
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.
Price
They offer a free basic plan for up to 35 daily sessions. Plus comes in at $32 a month, Business at $80, and Scale at $171.
Free Trial
They offer a 15-day free trial.
Pros
- Comprehensive customer interaction mapping tools
- User-friendly interface
- Customizable feedback polls and surveys
Cons
- Limited integration options
- Limited reporting and analytics features
6. Intercom - Best for omnichannel messaging
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.
Price
They offer custom pricing for all their products, which is calculated based on number of users and unique customers reached.
Free Trial
They offer a 14-day free trial.
Pros
- Omnichannel messaging capabilities
- Personalized messaging and targeting tools
- Comprehensive knowledge base and customer support resources
Cons
- Expensive pricing plans
- Limited customization options
- Steep learning curve for beginners
7. Segment - Best for understanding your customers
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.
Price
They offer a free plan for two sources and up to 1,000 visitors a month, Team plan at $120 and a custom. Business plan.
Free Trial
They offer a 14-day free trial.
Pros
- Robust customer data tracking and analysis tools
- Wide range of integrations with other software
- Customizable data filtering and routing options
Cons
- Limited reporting and visualization options
- Can be complex to set up and configure
8. Typeform - Best for creating interactive surveys
Why I picked Typeform
Typeform is an interactive survey tool that enables businesses to create engaging surveys and forms that capture valuable customer insights.
Typeform is a versatile product software that helps you create interactive forms and surveys to collect customer feedback and optimize user experience. It also integrates with a wide range of marketing tools, making it easy to streamline workflows and automate processes
Standout Features and Integrations
Features include an intuitive drag-and-drop interface and customization options which make it easy for businesses to create beautiful, interactive forms and surveys. Automation features such as auto-responders, email notifications, and conditional logic can help you save time and improve efficiency.
Integrations include HubSpot, Zapier, Salesforce, Google Sheets, and more.
Price
Typeform offers a Free plan, a Basic plan of $29/month, Plus plan for $59/month, Business plan for $99/month, and an Enterprise plan price available on demand.
Free Trial
There’s no free trial.
Pros
- Engaging and interactive survey creation tools
- User-friendly interface
- Comprehensive customization options
Cons
- Limited reporting and analytics features
- Limited integrations with other software
9. Amplitude - Best for user behavior analysis
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.
Price
They offer a free Starter plan, a Growth plan, and an Enterprise plan, with custom pricing.
Free Trial
They don’t offer a free trial.
Pros
- Advanced user behavior analysis tools
- Customizable data segmentation and analysis features
- Comprehensive knowledge base and support resources
Cons
- Steep learning curve for beginners
- Expensive pricing plans for larger businesses
10. Mixpanel - Best for advanced analytics and tracking
Why I picked Mixpanel
Mixpanel is an advanced analytics and tracking tool that enables businesses to track user behavior and gain insights into product usage, user engagement, and retention.
Mixpanel’s advanced analytics capabilities and user behavior tracking help businesses improve user engagement, retention, and growth, which makes it a valuable tool for any product marketer.
Standout Features and Integrations
Features include its customizable dashboard, so you can focus on gathering and analyzing customer behavior. It also has automation features such as real-time alerts, notifications and triggered emails, ensuring that you are always in the loop.
Integrations include Segment, Zapier, and Salesforce.
Price
They offer a Free plan, a Growth plan starting at $20/month and an Enterprise plan starting at $899/month.
Free Trial
They don’t offer a free plan.
Pros
- Advanced analytics and tracking tools
- Customizable data segmentation and analysis features
- Comprehensive knowledge base and support resources
Cons
- Steep learning curve for beginners
- Limited integration options
- Expensive pricing plans for larger businesses
11. UserTesting - Best for receiving real-time feedback
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.
Price
They offer custom pricing on its Essentials, Advanced and Ultimate plans.
Free Trial
They offer a free trial for an unspecified number of days.
Pros
- Comprehensive user testing and feedback tools
- User-friendly interface
- Wide range of user recruitment options
Cons
- Higher pricing plans for advanced features
- Limited integrations with other software
- Can be time-consuming to set up and conduct tests.
12. BuzzSumo - Best for tracking social media trends
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.
Price
They offer a Basic plan at $199/month, the Content Creation plan at $249/month, the PR/Comms plan at $249/month, the Suite plan at $399/month, the Enterprise plan at $999/month.
Free Trial
They offer a 30-day free trial.
Pros
- Comprehensive social media content analysis tools
- Wide range of search and filtering options
- User-friendly interface
Cons
- Limited integration options
- Limited customization features
- Higher pricing plans for advanced features
Other Product Marketing Software Tool Options
Here are a handful more worthy options that didn't quite make the best product marketing software list:
- GetResponse - Best for email marketing automation
- Heap - Best software for user behavior analytics
- ActiveCampaign - Best software for lead generation and sales automation
- Drip - Best software for eCommerce email marketing automation
- Crayon Intel - Best software for competitive intelligence and market analysis
Selection Criteria for Product Marketing Software Tools
Here’s a summary of the main selection and evaluation criteria I used to develop my list of the best product marketing software for this article.
Core Functionality
Product marketing software is designed to help businesses and marketing agencies communicate the value of their products and connect with their target market more effectively. They should be able to collect, store, and manage customer data from various sources, such as websites, mobile apps, and social media platforms. This data should be organized and easily accessible to help businesses gain insights into customer behavior and preferences.
Key Features
I assessed the features and functionality of each software, looking for comprehensive product marketing tools that include at least the following key features:
- Customer data management: The software should be able to collect and store customer data from various sources. After which, this product marketing software should be able to organize and access the data to help businesses gain insights into customer behavior and preferences.
- Lead generation and management: This refers to tools used to attract and convert website visitors into leads, and then manage those leads through the sales funnel with lead scoring, lead nurturing, and lead tracking features.
- Content creation and management: A product marketing software should have features for creating, managing, and publishing content across various channels, such as blogs, social media, and email. These features should include content templates, collaboration tools, scheduling features, and analytics to measure content performance.
Usability
Product marketing software should be intuitive and straightforward to use, even for those who aren't particularly tech-savvy. A complicated interface, confusing features, or a ton of numbers and data without any easy-to-read analytics leads to frustration, reduced productivity, and time loss. I considered software with intuitive, easy-to-navigate interfaces and features that are simple to use and understand.
Price
Price is one of the most important factors to consider when selecting product marketing software. It's essential to strike a balance between affordability and functionality. I considered products that offered both affordable pricing and robust features, making sure that my top picks provided the best value for money. The amount you spend on product marketing software will depend on your budget, goals, and size of your business. For example, a smaller business could expect to pay around $50 a month for basic features, where a larger business might pay up to hundreds of dollars per month for advanced features in order to accommodate their needs.
Software Integration
The best product marketing software should seamlessly integrate with your existing technology stack, including your email marketing, digital marketing, and lead management tools. The more effortless the integration process, the less time and money you'll spend trying to reconfigure your software processes. I researched and selected software that integrates well with other popular tools on the market.
People Also Ask
Here, I tried to answer some frequently asked questions people have about product marketing software. You can also read my article on the 10 best marketing software.
How does product marketing software help my business?
What is the difference between digital marketing and product marketing?
What makes a good product marketer?
Other 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:
- Best Marketing Software
- Social Media Management Software
- Marketing Management Software
- Affiliate Marketing Software
- Marketing Calendar Software
- Marketing Collaboration 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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