Marketing Software

Everything you need to know

Marketing software allows businesses to promote their products and services and build brand awareness through various channels, including websites, emails, and social media platforms.

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Everything you need to know

Marketing software allows businesses to promote their products and services and build brand awareness through various channels, including websites, emails, and social media platforms.

Some of the popular marketing apps are:

  • Content Marketing Software: helps optimize and manage the development, distribution, and sharing of digital content (blogs, infographics, and videos).
  • Email Marketing Software: helps design customized email campaigns (using HTML, CSS or visual editors) and shares them with individuals or groups.
  • Marketing Automation Software: streamlines workflow and automates repetitive tasks, such as sending emails.
  • Social Media Marketing Software: schedules social media campaigns and posts, analyzes their performance, and shares insights.

Common features of marketing software

Marketing automation apps come with a lot of standard and niche features. Here we'll discuss some of the common features of marketing apps.

Campaign managementHelps plan, execute, and evaluate online marketing campaigns.
Lead managementExtracts updated information about the prospect to help convert leads into opportunities; assigns or automatically routes qualified leads to sales reps.
Email marketingHelps create and share email marketing campaigns. Automatically segments email subscriber lists to target subsets of the bigger client base.
Analysis & reportingHelps generate campaign reports, email reports, web traffic reports, and analyzes data to share insights.
IntegrationsAllows marketing tools to integrate with third-party apps that use CRM, social media, and eCommerce.

Benefits of marketing software

Some of the key benefits of marketing software include:

  • Digital tracking: Tracks leads' digital footprints using cookies and applies IP reverse-lookup to identify the lead, which helps marketers understand a lead's buying preferences.
  • Lead scoring: Helps rank leads based on company objectives. Saves time by identifying high-potential leads.
  • Workflow automation: Helps automate repetitive tasks such as sending emails and text messages. Helps create campaigns and schedules them for preferred dates.
  • Reporting & analytics: Generates detailed reports (e.g. graphs, statistics) helping businesses track the performance of email campaigns and social media posts and optimize future campaigns.

What type of buyer are you?

Before you actually make a choice, evaluate your marketing strategies to understand which tool would be a right match for your business.

  • Outbound marketing: In outbound marketing, marketers try to engage a lead by pushing a message out to them using, for example, online ads and emails.

For outbound marketing, look for apps that offer email and/or mobile marketing functionality. Lead management apps can also be a good choice.

  • Inbound marketing: Inbound marketing tactics include publishing blogs and other content on the website and social media platforms to engage those customers who are already researching your brand.

For inbound marketing, look for tools that help optimize marketing content for web searches, offer lead nurturing functionality, and can help with SEO and search marketing.

  • Social media marketing: If you use social media to reach out to customers, look for apps that monitor social media interactions and measure campaign performance.
  • ROI and campaign performance: If you want to measure the performance and ROI of your campaigns, look for apps with reporting and analytics features. You can also explore marketing analytics and social media analytics tools. If you need help with planning and execution of your campaigns, try marketing resource management and marketing planning apps.

Marketing Software Solutions

Here's a brief overview of the top five marketing automation apps featured on GetApp's Category Leaders page.

HubSpot Marketing: An inbound marketing tool that offers features such as lead management, analytics, and content management. Helps create and post content on social media, launch landing pages, design personalized email templates, and analyze campaign performance.

Infusionsoft: A marketing automation app that offers core features like campaign builder, landing page builder, and CRM integration. Helps create email campaigns and landing pages, analyze campaign data, and centralize contact data through integration with CRM.

Salesforce Marketing Cloud: A marketing automation tool that offers features such as email marketing, mobile messaging, and social media marketing. Helps design email campaigns, send SMS and push notifications, create landing pages, and more.

SALESmanago Marketing Automation: A marketing app that offers features including email marketing, lead generation, and predictive marketing. Helps track the behavior of website visitors and automatically segment them for outreach and integrates with Facebook and Twitter for social marketing.

Pardot: A marketing automation app that offers features such as lead management, campaign management, and email marketing. Helps create personalized email campaigns and identify high-impact leads.