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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.

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.

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. Without further ado, here’s the list:

1

Userpilot

Best in-app guidance for your products

This is an aggregated rating for this tool including ratings from Crozdesk users and ratings from other sites.
4.7
86 reviews

14-day free trial

From $249/user/month

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.

2

UserTesting

Best for receiving real-time feedback

This is an aggregated rating for this tool including ratings from Crozdesk users and ratings from other sites.
4.5
566 reviews

Free demo available

Pricing available upon request

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

  • 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
3

Segment

Best for understanding your customers

This is an aggregated rating for this tool including ratings from Crozdesk users and ratings from other sites.
4.5
418 reviews

14-day free trial + free plan available

From $120/month (billed annually)

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

  • 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
4

BuzzSumo

Best for tracking social media trends

This is an aggregated rating for this tool including ratings from Crozdesk users and ratings from other sites.
4.5
94 reviews

30-day free trial to new subscribers

From $95/month when billed annually

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

  • 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
5

Amplitude

Best for user behavior analysis

This is an aggregated rating for this tool including ratings from Crozdesk users and ratings from other sites.
4.5
2069 reviews

Free version

Pricing upon request

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

  • 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
6

Hotjar

Best for mapping customer interaction with product pages

This is an aggregated rating for this tool including ratings from Crozdesk users and ratings from other sites.
4.4
251 reviews

15-day free trial + free plan available

From $59/month

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

  • Customizable feedback polls and surveys
  • User-friendly interface
  • Comprehensive customer interaction mapping tools

Cons

  • Limited reporting and analytics features
  • Limited integration options
7

Intercom

Best for omnichannel messaging

This is an aggregated rating for this tool including ratings from Crozdesk users and ratings from other sites.
4.4
2116 reviews

14-day free trial

From $74/month (billed annually)

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

  • 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
8

Drift

Best for conversational marketing

This is an aggregated rating for this tool including ratings from Crozdesk users and ratings from other sites.
4.4
560 reviews

They don't offer a free trial.

Pricing upon request

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

  • User-friendly interface
  • Personalized messaging capabilities
  • Powerful conversational marketing tools

Cons

  • Expensive pricing plans
  • Limited customer support resources
9

Typeform

Best for creating interactive surveys

Free plan available

From $29/user/month

Typeform is an online form and survey platform known for its user-friendly interface and interactive, conversational approach to data collection. It enables businesses to create aesthetically pleasing and engaging forms, quizzes, and surveys that adapt to user responses. Typeform is widely used for collecting customer feedback, conducting market research, and creating interactive online experiences to gather information in a more conversational and user-friendly manner.

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.

Pros

  • Comprehensive customization options
  • User-friendly interface
  • Engaging and interactive survey creation tools

Cons

  • Limited integrations with other software
  • Limited reporting and analytics features
10

Hubspot Marketing Hub

Best for tracking multi-channel campaigns

30-day free trial

Starts from $45/month

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

  • Extensive knowledge base and support resources
  • User-friendly interface
  • Comprehensive all-in-one marketing platform

Cons

  • Steep learning curve for beginners
  • Expensive pricing plans
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Other Product Marketing Software Tool Options

Here are a handful more worthy options that didn’t quite make the best product marketing software list:

  1. Userpilot

    Best in-app guidance for your products

  2. Mixpanel

    Best for advanced analytics and tracking

  3. Aha!

    Best for visually tracking the product roadmap

  4. ActiveCampaign

    Best software for lead generation and sales automation

  5. Heap

    Best software for user behavior analytics

  6. Drip

    Best software for eCommerce email marketing automation

  7. GetResponse

    Best for email marketing automation

  8. Crayon Intel

    Best software for competitive intelligence and market analysis

  9. ActiveCampaign

    Best software for lead generation and sales automation

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.

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:

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.

For ideas, inspiration, and access to the all of the latest proven marketing strategies and techniques, sign up to the CMO newsletter.

By Stephanie Hood

Stephanie Hood is an experienced marketing professional and Editor of The CMO. With nearly a decade spent as Marketing Manager at Discover Holidays and Executive Editor at VIVA Lifestyle & Travel, she built her career leading editorial and marketing teams and strategies that turn six-figure budgets into seven-figure profits. She now enjoys connecting with the world's top executives to learn their secrets to business success, and shares those insights right here with her community of like-minded professionals. Curious what she’s uncovered? Be sure to sign up for The CMO newsletter.