Marketing

Highest-Rated Marketing Software Tools To Help Your Business Succeed in 2021

14 min read
Aug 9, 2021

Our user review data identifies the 9 software tools rated highest by users in the first half of 2021 for marketing including email marketing, content marketing, marketing automation, brand management, and more.

Anandita KumariSenior Market Research Specialist

COVID-19 has driven businesses to accelerate digitization efforts to support a remote workforce, adopt digital workflows, and optimize business operations. One such technology stack that has always been front and center of their operational strategy is marketing software.

To help you find the best software in the realm of marketing, we have curated a list of the 9 products that stood out among 194 tools across 17 software categories for delivering excellent value, according to feedback from thousands of real users. This information will help you identify and compare options that can serve your business across a breadth of functionality, making it easier to find the right software solution for your current and future requirements.

To help you understand what you can expect from these systems, we provided the following information, giving you an easy-to-read, side-by-side picture of each software’s capabilities:

Featured in Category Leaders for:

ProductsBrand ManagementContent MarketingEmail MarketingSocial Media ManagementSocial Media Marketing
EngageBay
AgoraPulse
Airtable
ContentStudio
MailerLite
Mention
Widen Collective

Additionally, these products were also featured in the following Category Leaders report:

ProductsContent ManagementForms AutomationMarketing AutomationMarket ResearchOther Reports
EngageBayLanding Page
AgoraPulseReputation Management
Airtable
MailerLiteLanding Page
MentionReputation Management
SmartSurveySurvey
SurveyLegendSurvey
Widen Collective

Let’s dive deeper into the specifics of each product. We’ll have a look at product ratings, pricing, integrations, support options, and more.

EngageBay

EngageBay is cloud-based marketing, sales, and support tool with key features such as marketing automation, email marketing, web forms, 360-degree customer view, appointment scheduling, contact management, SMS marketing, and live chat.

Category Leaders report: Email Marketing, Landing Page, Marketing Automation, Social Media Management

PricingSupportIntegrationSecurity
Starting from: $9.99/month; Pricing model: Free, Subscription; Free trial/free version: AvailableEmail/Help Desk, Phone Support, Knowledge BaseTeachable, Zapier, Google Drive, Gravity Forms, Google Contacts, Facebook, Mailchimp, Salesforce, HubSpot CRM, and more.Encryption of sensitive data at rest, HTTPS for all pages

EngageBay User Reviews

Here’s what reviewers on GetApp say about EngageBay:

Pros

  • I love page builder of Engagebay. It loads super fast and in stable performance based on AWS + CDN Cloudfront.”

  • “We searched for ages for software that could combine a sophisticated CRM/contact management system alongside email and newsletters - this is the best on the market.”

  • Affordable with Great Features and Outstanding Customer Support.”

Cons

  • Webinar features, landing pages do not support reusable headers and footers, no option to build own templates. Missing Social Software Analytics.”

  • “Landing page templates are very limited at the moment.”

Source

AgoraPulse

AgoraPulse is a cloud-based social media management tool with key features such as scheduled posts, shared calendars, social media monitoring, social inboxes, Facebook competitor analysis, team reports, and more.

Category Leaders report: Social Media Management, Social Media Marketing, Reputation Management

PricingSupportIntegrationSecurity
Starting from: $99.00/month; Pricing model: Free, Subscription; Free Trial: AvailableKnowledge Base, Chat, FAQs/Forum, Email/Help DeskTwitter, LinkedIn, Facebook, InstagramEncryption of sensitive data at rest, multi-factor authentication options, HTTPS for all pages

AgoraPulse User Reviews

Here’s what reviewers on GetApp say about AgoraPulse:

Pros

  • “I love Agorpulse's interface - it's so easy to navigate and looks fabulous. It is very well thought out and this is what sold it for me to subscribe.”

  • “It makes it very easy to see how our brand recognition is improving in our space. I also like that I can easily see what our competitors are doing simply by broadening the hashtags we are looking for.”

  • “Posting to all sm sites at once is amazing. Responding to Linkedin comments from within the platform is a great feature that not many other platforms have.”

Cons

  • “I hate how I have to click the media type before dragging the social graphic into the post while I'm creating it. Sometimes I go too fast and it ruins everything.”

  • “Inability to link (the same) users between platforms. Limited search functionality, difficult to go back and locate a case/user.”

  • “Not having instagram DM capabilites is an annoying limitation.”

Source

Airtable

Airtable is a cloud-based marketing solution. Its key features include orchestrating marketing campaigns, tracking creative assets, content, and milestones, defining approval workflows, automatic notifications, and calendar invites.

Category Leaders report: Brand Management, Content Marketing, Content Management

PricingSupportIntegrationSecurity
Starting from: $12.00/month; Pricing model: Free, subscription; Free trial/free version: AvailableEmail/Help Desk, Chat, Knowledge Base, FAQs/ForumGitHub, Dropbox Business, Zapier, Gmail, Trello, Google Drive, Box, Wordpress, Twitter, Stripe, Slack, Google Contacts, and more.HTTPS for all pages

Airtable User Reviews

Here’s what reviewers on GetApp say about Airtable:

Pros

  • There are premade templates that are great, and provide awesome insight on how powerful the software really is. I frequently use their social media calendar, and the project list.”

  • “It has a great community of users with helpful suggestions and awesome ideas. Using one such idea I hooked up Airtable to Slack using Zapier and built custom notifications for myself.”

  • “I like to see a whole month's worth of content at one time. It is also super helpful that one team member can upload content and another can download from a different location.”

Cons

  • What I dislike most about this software is that I cannot type extended sentences in one box. Whenever I try to paste a long sentence or paragraph the words go into the rows beneath.”

  • “Some features around forms are notably missing and it is hard to integrate workarounds.”

  • “It was a mess trying to get it set up. Initially it was set up with separate paid spaces and then trying to get everything onto an enterprise plan was a huge headache.”

Source

ContentStudio

ContentStudio is a cloud-based marketing solution with key features to support content and influencer discovery, content planning, curation, and automation, social media analytics, an RSS feed tracker, as well as a social inbox.

Category Leaders report: Content Marketing, Social Media Marketing, Social Media Management

PricingSupportIntegrationSecurity
Starting from: $49/month; Pricing model: Subscription; Free trial/free version: AvailableKnowledge Base, Chat, Email/Help Desk, FAQs/ForumFeedly, WordPress, Twitter, Canva, LinkedIn, Facebook, Instagram, and more.HTTPS for all pages

ContentStudio User Reviews

Here’s what reviewers on GetApp say about ContentStudio:

Pros

  • The product is great based on how it was marketed and it is a great tool. Used across 3 brands and does this with ease.”

  • “An excellent experience with a great community of entrepreneurs and marketers supporting the ecosystem.”

  • I've been using it for a few years and I keep discovering how great it is again. They have consistently been upgraded and improved since inception when it was pretty great already.”

Cons

  • Too bad their support is terrible when it does not work right, which is too often.”

  • “Another major CON is that it does not have direct publication on Instagram, but offers 2 ways: via app notification (which can be annoying at times) or integration with Zapier, through a wizard.”

  • “No feelings for Facebook available. No german translation available.”

Source

MailerLite

MailerLite is a cloud-based email marketing solution with key features such as campaign designer (drag-and-drop editor, built-in photo editing, file manager), newsletter templates, email automation, advanced segmentation, A/B testing, email campaign reports, surveys, landing pages, and more.

Category Leaders report: Email Marketing, Landing Page, Marketing Automation

PricingSupportIntegrationSecurity
Starting from: $10.00/month; Pricing model: Free, subscription; Free trial/free version: AvailableKnowledge Base, Chat, 24/7 (Live rep), Email/Help Desk, FAQs/ForumGoogle Forms, Drupal, GitHub, Magento, WooCommerce, PayPal, Google Analytics, MailMunch, Zoho CRM, Sumo, Lumeer, and more.Encryption of sensitive data at rest, HTTPS for all pages

MailerLite User Reviews

Here’s what reviewers on GetApp say about MailerLite:

Pros

  • What I liked the most about mailerlite was the ease of use of this program and the clarity of its design. An additional plus is the free account for up to 1000 subscribers.”

  • “It's great what you can get on the free plan and the customer service is excellent. I am totally sold on the power of email marketing and Mailerlite has made it so easy.”

  • “If you do not know what you are doing they have a great help section video tutorials and an online class that will help you. All of these training options are extremely well done.”

Source

Mention

Mention is a cloud-based social media management platform with key features such as social media monitoring, task management, scheduled post, social media publishing, smart folders, pulse notifications, sentiment analysis, and more.

Category Leaders report: Social Media Management, Social Media Marketing, Reputation Management

PricingSupportIntegrationSecurity
Pricing model: Subscription; Free trial: AvailableEmail/Help Desk, FAQs/Forum, Phone Support, Knowledge Base, ChatSharePoint, HubSpot, Drupal, Magento, Google Analytics, Dropbox, Jira, Salesforce, Zapier, Trello, Box, and more.Encryption of sensitive data at rest, HTTPS for all pages

Mention User Reviews

Here’s what reviewers on GetApp say about Mention:

Pros

  • “Mention is pretty awesome and gets the job done in a few clicks. Easy to use, great customer support and really nice features.”

  • “This effortless way of keeping tabs on who we should say thank you to, or to monitor the success and activity of marketing campaigns really helps us stay on top of things.”

  • “Their search results are top notch - more comprehensive than competitors for a better price tag. Plus, the UX is really nice, the mobile app is amazing, and the brand has a "fun" feeling.”

Cons

  • “It sometimes discovers irrelevant results which can be a little annoying.”

Source

SmartSurvey

SmartSurvey is a cloud-based survey tool with key features to create surveys in multiple languages using advanced logic and actions, white-label, collect data via multiple channels, create custom reports based on real-time data/text analysis, and more.

Category Leaders report: Forms Automation, Market Research, Survey

PricingSupportIntegrationSecurity
Starting from: $35/month; Pricing model: Free, Subscription; Free Trial/Free Version: AvailablePhone Support, Knowledge Base, Email/Help Desk, ChatGoogle Analytics, Zapier, Salesforce Sales Cloud, and more.Encryption of sensitive data at rest, HTTPS for all pages

SmartSurvey User Reviews

Here’s what reviewers on GetApp say about SmartSurvey:

Pros

  • Ease of use, competitive price, helpful customer support, ease of reporting and ability to develop surveys that are unique and tailored to our requirements.”

  • “We used this for a rapidly implemented survey. It was excellent - easy to set up, and the analytics in the Professional option are really very good and allowed for frequent non-expert review.”

  • “I highly recommend this product, the software itself is great, easy to use and gives a great survey experience.”

Cons

  • To do one particular function it used to prompt me to upgrade my membership which in my view proved costly for me.”

  • “It took me a bit to figure it out. That might be a user error on my part, nothing wrong with the software.”

Source

SurveyLegend

SurveyLegend is a cloud-based survey tool with key features such as drag-and-drop editor, multiple question types (text-based, choice-based, media-based), logic and branching, customizable pre-designed themes, response collection, data analytics, and more.

Category Leaders report: Forms Automation, Market Research, Survey

PricingSupportIntegrationSecurity
Starting from: $19.00/month; Pricing model: Free, Subscription; Free trial/free version: AvailableFAQs/Forum, Email/Help Desk, Chat, Phone SupportGoogle Drive, Mailchimp, Salesforce App Cloud, and more.Encryption of sensitive data at rest, HTTPS for all pages

SurveyLegend User Reviews

Here’s what reviewers on GetApp say about SurveyLegend:

Pros

  • This I have done in the past via email and social media. I went looking for a survey software that was user friendly and affordable for my needs and SurveyLegend has been a great solution.”

  • “It is also great that you can export data to excel or as a csv. There is a good range of options for question types and it is easy to tailor these to your exact question requirements.”

  • “I like the usability of the software. It was super easy to set up and I liked that I could integrate it into my website.”

Cons

  • Emoji question are restricted with only three emojis and also the quality of emoji picture is bad.”

  • “Inability to export data after paid subscription is stopped.”

  • “It is frustrating not to be able to access the data except through paying for the subscription, but I understand they have to make money somehow.”

Source

Widen Collective

Widen Collective is a cloud-based digital asset management tool with key features such as a custom login page and dashboard messages, branded URL, and drag-and-drop upload. Other key features include custom metadata fields, quick search, faceted search, keyword search options, automated asset tagging, activity feeds, review and approval, asset history, and more.

Category Leaders report: Brand Management, Content Marketing, Content Management

PricingSupportIntegrationSecurity
Pricing model: Subscription; Free trial: AvailableEmail/Help Desk, FAQs/Forum, Phone Support, Knowledge Base, ChatSharePoint, HubSpot, Drupal, Magento, Google Analytics, Dropbox, Jira, Salesforce, Zapier, Trello, Box, and more.Encryption of sensitive data at rest, HTTPS for all pages

Widen Collective User Reviews

Here’s what reviewers on GetApp say about Widen Collective:

Pros

  • I like that Widen is an easy way to find assets. It is helpful for a large company--because everyone knows where to find the assets that they need.”

  • It works great, the API documentation is good and Widen has given excellent support on it.”

  • “Widen is a terrific tool for our global team. We are able to have 24/7 access to all our assets no matter where we are in the world.”

Cons

  • Sometimes it gives a corrupted error. I wished it could have given the corrupt error while I am uploading files.”

  • “I think the one thing that I struggled with was the update on how to upload images.”

Source

Conclusion

According to a Gartner report (full report available to Gartner clients only), in a turbulent 2020, purchasing software suites with multiple areas of functionality from one vendor rather than stand-alone offerings has been trending.

All nine of the products featured in this report offer modules that would serve multiple requirements such as an email marketing software with marketing automation features. Buyers are clearly taking note, so other software vendors would be wise to broaden their offerings too.

Find more helpful software with Category Leaders

GetApp’s Category Leaders reports have been a valuable resource for software buyers for five years. To create each of these reports, we collect reviews data for hundreds of software products around five key areas:

  • Ease of use

  • Value for money

  • Functionality

  • Customer support

  • Likelihood to recommend

We then rank products using this review data to create a list of the top products in a given category.

To learn more about our Category Leaders methodology, read our full explanation here.

Methodology

We looked at all the products that were placed in Marketing “Category Leaders” reports released in the first half of 2021. Then we organized each product based on the number of reports they appeared in. In the event that two or more products tied, we listed them alphabetically. For qualification, the product must have been featured in at least three of the following categories: Email Marketing, SMS Marketing, Social Media Marketing, Affiliate, Social Networking, Community, Survey, Market Research, Forms Automation, SEO, Content Management, Brand Management, Content Marketing, Reputation Management, Social Media Management, Marketing Automation, and Landing Page.

The content in this piece, which provides the opinions and points of view expressed by users, does not represent the views of GetApp.

Notes:

  • Product profile information and review snippets were picked from the product’s GetApp profile as of June 30, 2021.

  • Listed pros and cons are derived from features listed on the product website and product user reviews on Gartner Digital Markets domains (Capterra, GetApp, and Software Advice). They do not represent the views of, nor constitute an endorsement by, GetApp or its affiliates.

About the author

Anandita Kumari

Senior Market Research Specialist

I’m Anandita Kumari, a Senior Market Research Specialist at GetApp. I bring you insights about software selection strategy. I studied at Kalinga University and have been covering business software market dynamics since 2016. Home base: New Delhi. Two things about me: I love amateur astronomy and reading tarot cards. The tech trend I think you should keep an eye on: low code software development. Sketch your integrated business applications like a flowchart—without extensive manual coding.

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