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15 Best Marketing Software Systems For Small Business

Category: B2B News
What is the best marketing software for small businesses?
The best marketing software for small businesses is HubSpot Marketing. It is an all-in-one marketing platform that has a full stack of marketing, sales, and CRM features.

For small businesses like yours, it can be challenging to find a place among the top players in the industry. Despite your well-sounding marketing plans, you might still have problems generating traffic and quality leads. Even if you have nice and entertaining content, it’s not exactly reaching your target audience. Plus, there’s also the issue of measuring the ROI of your marketing campaigns.  If you’re ticking all these boxes, then perhaps, it’s about time to consider implementing a marketing software.

In this guide, we list 15 of the leading solutions based on ease of use, intuitive automation and popularity, and other important marketing features for a small business. All these are suitable for the budget, resources, and dynamics of SMBs.

Marketing Software for SMBs

Marketing software is generally categorized into three: advanced workflow automation, marketing intelligence, and marketing automation. It allows for the management of marketing campaigns, optimization of resources, and has features for data collection, analytics, team collaboration, branding, phone call tracking, social media marketing, content distribution, SEO, lead scoring and nurturing, and email marketing.

Marketing solutions can be used by companies of all sizes and industries, and have become affordable to small-scale teams wishing to simplify the process of running challenging marketing campaigns. These solutions also help marketing teams face challenges, including business growth in a slow economy, big data management, and digital transformation, among others.

Brand marketers' most important challenges in 2019

Source: WARC (2019)

Let’s proceed to our list of the 15 best marketing software for small businesses. We picked the products based on their ease of use, robust features, and wide usage; after all, if it’s popular, then it must work for most users. The best marketing software for small businesses may not necessarily be the cheapest, but they must always provide value for money.

1. HubSpot Marketing

HubSpot Marketing Dashboard

HubSpot Marketing provides an advanced system that brings all of your marketing efforts together, helping your team grow traffic and increase conversions. It has drag-and-drop functionality to design attractive websites with responsive pages regardless of the device used by your visitors.

Website design is only the first step. The software will further assist you in preparing and optimizing relevant and engaging content and distribute it to the right audiences. It allows you to create compelling calls-to-action and personalize messages to address the specific needs of your visitors.

The vendor has an appealing free trial where you can tinker with the features at no cost. You can sign up for HubSpot Marketing free trial.

HubSpot Marketing

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Try out HubSpot Marketing with their free trial

HubSpot Marketing gives you tools like contact forms and A/B tests to develop successful lead generation strategies and decide which visitors have the genuine potential to become qualified leads. The process doesn’t stop here, as it also allows you to give all valuable leads personalized paths to purchase and turn them into paying customers. From there, it will generate a report on your strategy’s impact and contribution to sales.

HubSpot Marketing starts with a free plan as part of the company’s intent to facilitate the end-to-end critical operations of sales teams, offering a dedicated CRM that is free to use and a Sales Hub with a plan likewise starting at $0 per month.

What is unique about HubSpot Marketing?

  1. Create landing pages. HubSpot Marketing lets you create landing pages for your campaigns. It also allows you to distribute both static and dynamic HTML messages that can invoke the response you expect.
  2. Design workflows and prepare enticing content. Even without advanced coding skills, HubSpot Marketing will help you design workflows, prepare, and format content for publishing, and integrate information from other systems.
  3. Optimize your website. The system provides a variety of SEO and social suggestions for you to share content with the right influencers and audiences, and drive traffic.
  4. Turn leads into paying customers. HubSpot Marketing has a lead generation feature that lets you convert your website visitors into customers.

Detailed HubSpot Marketing Review

2. Dashboard provides visually stunning templates and marketing tools for your business. It enables you to manage your marketing assets and campaigns in one collaborative space, helping different teams to work together and stay on the same page. It gives you neat and easy-to-use timelines and dashboards for a complete view of your marketing plans and projects. You can use its marketing calendar, project overview, or campaign tracking template to stay on top of everything.

Moreover, it has a client management feature that lets you save your contacts and capture calls, emails, and meetings. It stores all client data in the system so you can easily locate important information in one place. In one centralized dashboard, you can upload files and make them available to your team members.

You can use all the features for free for a period of time to see if the software matches your needs.

Try out with their free trial

What is unique about

  1. Invite clients to work with you. You can access your client’s contact details and communicate with them on the same platform.
  2. Intuitive and customizable interface. has a customizable interface that lets you work in a style that fits your workflows best.
  3. Set your own rules. You can configure your own rules, create custom sections and groups, and manually add columns to visualize all the information you need.
  4. Capture quality leads. allows you to embed forms on your website, and submissions go straight to your board.

Detailed Review

3. Wrike for Marketing

Wrike Dashboard

Wrike combines marketing and project management tools in one solution designed to handle complex marketing projects. It is an all-encompassing platform that helps the marketing department by streamlining processes and project management. It equips teams with calendars, built-in communication tools, and marketing templates for your workflows.

With Wrike, your team can effectively collaborate in achieving your campaign goals and completing your marketing plans. You can customize workflows, create dynamic forms, and use the Wrike Proof feature for group discussions and file sharing. Plus, Wrike allows you to customize reports, helping you visualize data straightforwardly.



Try out Wrike with their free trial

What is unique with Wrike for Marketing?

  1. Produce multi-channel online campaigns. Wrike helps you produce best-in-class campaigns with its campaign management template, which covers processes from planning to execution.
  2. Manage digital assets. The Wrike Publish tool helps you upload and download to and from your DAM solution. It works seamlessly with applications like Mediavalet and Bynder.
  3. Simplify your workflows. By adding custom workflows and statuses, you can streamline processes and keep track of your progress in a visual, color-coded dashboard.
  4. Track time accurately. Wrike has a time tracking feature that allows you to record the number of hours spent on a certain task.

Detailed Wrike Review

4. Textedly

Textedly Dashboard

Textedly is an SMS marketing platform that allows businesses to deliver their marketing campaigns via text messages. With it, you can send as many text messages as you need to a mobile number. It is capable of several useful functions: it allows you to build a list of your subscribers, schedule text messages for when they needed to be sent, and track the delivery of your messages to see if they have reached their recipients.

Additionally, Textedly has a message inbox that lets you and your clients send messages back and forth. It also lets you store an unlimited number of contacts. This makes it easier for you to communicate with your clients and subscribers on one platform. Also, you import contacts from other applications and manage your lists in your account.



Try out Textedly with their free trial

What is unique with Textedly?

  1. Unlimited number of contacts. Unlike most messaging platforms, Textedly does not base its plans on the number of your contacts. Instead, it sets no limits to how many contacts you need to store.
  2. Say everything you need in one message. Textedly has no 160-character limit so you can send your clients your marketing campaigns that cover all important details in one message.
  3. Gauge your campaigns’ success. With the use of analytics tools, you get deeper insights into the effectiveness of your campaigns.
  4. Use a calendar for your schedules. Textedly comes with a built-in calendar that allows you to keep track of your mass messaging and campaign notification schedules.

Detailed Textedly Review

5. SharpSpring

Sharpspring Dashboard

SharpSpring is a complete sales and marketing platform that helps teams capture leads, convert them into sales, and optimize your marketing strategies. It provides marketing automation tools and smart email features, reducing manual tasks, and simplifying back-and-forth emails. It also has a dynamic form builder that allows you to obtain information from your web visitors.

Moreover, you can build visual automation workflows with an intuitive builder. In just a few clicks, you can easily automate tasks and set up a branching logic that buyers can follow after every action they make. SharpSpring also comes with a lead nurturing feature that allows you to engage leads throughout the sales process.



Try out SharpSpring with their free trial

What is unique with SharpSpring?

  1. Send personalized and relevant emails. With SharpSpring’s dynamic features and smart tags, you can create striking emails that help you turn leads into sales.
  2. Automatically update lead scores. SharpSpring scores leads based on engagement, allowing you to nurture leads until the perfect time they can be converted.
  3. Track and monitor campaign analytics. To track email success and the ROI of your campaigns, SharpSpring provides a comprehensive analytics tool that lets you follow key stats, like the number of clicks, opens, and successful deliveries.
  4. Prepare seasonal campaigns. By using SharpSpring’s content calendar, your social activities, blog posts, and scheduled emails can be timed perfectly for each season.

Detailed SharpSpring Review

6. SEMrush

SEMrush Dashboard

SEMrush is a content marketing platform that helps you develop engaging content and data-driven marketing strategies. It has complete features for each step in your workflows, including planning and collaboration tools, tailored templates, SEO tools, and detailed analytics. By providing you with detailed market insights, SEMrush lets you analyze and sort your content assets to identify which work well and which need improvements.

Furthermore, it has a powerful brand monitoring feature that allows you to review your brand reputation. It easily tracks online mentions and customer reviews for your brand. For instance, it has a Twitter tracking feature that can monitor tweets and mentions of your brand across the site. Plus, it refines your results for a more detailed and in-depth analysis.



Try out SEMrush with their free trial

What is unique about SEMrush?

  1. Gain comprehensive market insight. SEMrush has a market explorer tool that analyzes the market situation. This way, you’ll have a better idea where you stand in the industry.
  2. Monitor your rivals’ ad strategies. An advertising research tool allows you to analyze your competitors’ top-performing keywords.
  3. Create an effective social media strategy. SEMrush equips you with social automation features, including a UTM builder, link shortener, and image editor.
  4. Create high-performing PR content. Tailored templates can be used to create powerful content, and you can evaluate their impact in terms of social shares, organic positions, and referral traffic.

Detailed SEMrush Review

7. Mayple

Mayple Dashboard

As a digital marketing platform, Mayple brings to the table a number of benefits, including powerful marketing strategies, paid ads, and conversion optimization. It lets you handle marketing campaigns by providing high-end features, like the AI-based algorithm that matches your business with the perfect marketing experts.

Furthermore, you can rely on Mayple to consistently monitor your project performance. You can improve your marketing results by using the software’s marketing services, which covers SEO, graphic design, content building, social media management, and more. Mayple has got them all covered to ensure that you’ll get top results for your campaigns.



Try out Mayple with their free trial

What is unique about Mayple?

  1. Create custom marketing strategies. Every business has unique needs, so Mayple allows you to customize your marketing strategies based on your budget and specific company goals.
  2. Monitor your growth using relevant data. Mayple has powerful monitoring tools that give you bi-weekly reviews, monthly audits, and real-time metrics of your marketing campaigns.
  3. Work with marketing experts. With Mayple’s AI-based algorithm, you get the chance to work with the best marketing professionals who have credible experiences that match your business.
  4. Utilize various marketing channels. Mayple has a wide range of integrations, allowing you to take advantage of popular marketing platforms like Google Ads Manager and Facebook Business Manager.

Detailed Mayple Review

8. SE Ranking

SE Ranking Dashboard

SE Ranking is an all-inclusive SEO software that helps businesses increase their efficiency and maximize their digital marketing strategies. Perfect for SMBs, agencies, entrepreneurs, and enterprises, it has a wide array of SEO analysis and promotion tools. It also allows you to track keyword rankings in Google, Yahoo, or Bing for any location and device.

With a user-friendly interface, SE Ranking can be used easily by both SEO professionals or newbies. It equips your marketing team with a detailed roadmap that outlines your marketing plans and SEO strategy. Moreover, it gives you an SEO checklist to ensure that you have all the points you need for an effective campaign.

SE Ranking

SE Ranking

Try out SE Ranking with their free trial

What is unique about SE Ranking?

  1. Seamless search engine optimization. SE Ranking has robust and configurable SEO tools that cover functions like keyword rank tracking, website auditing, backlink checking, and page changes monitoring, among others.
  2. Leverage B2B tools. Features such as white label, SEO/PPC competitor research, SEO reporting tools, and APIs help you improve your overall marketing operations.
  3. Efficient social media management. Unlike most SEO platforms, SE Ranking also has social media management features to increase your social media ranking and engagement rates.
  4. Audit your website. To give your website more visibility on the web, you can use SE Ranking’s website audit tool that lets you optimize your on- and off-page SEO.

Detailed SE Ranking Review

9. Active Trail

Active Trail Dashboard

Active Trail is a marketing automation software comprised of email marketing templates, online survey tools, and ecommerce features. To help you maximize your campaign results, it has a visual automation builder, autoresponders, and trigger settings. Plus, you can monitor your customers’ behavior in real-time using its cross-channel marketing features.

Another benefit that Active Trail brings is its effective email management and marketing automation. With it, you can automate your daily email marketing tasks. For instance, you can segment your emails and update them automatically using filters and dynamic groups. An ActiveTrail Smart Pixel also triggers automated responses to user behaviors, reducing the manual tasks required on your end.



Try out ActiveTrail with their free trial

What is unique about Active Trail?

  1. Engage customers using personalized messages. You can use ActiveTrail’s email templates to create striking and personalized messages to your customers.
  2. Send emails at the perfect time. ActiveTrail’s big data capabilities can predict the optimal time for sending emails to each of your customers.
  3. Leverage SMS campaigns. You can send SMS campaigns directly from your PC using ActiveTrail, allowing you to reach a wider and more diverse group of subscribers.
  4. Create professional signup forms. ActiveTrail has an advanced signup form builder that lets you create well-designed signup forms.

Detailed ActiveTrail Review

10. Rocketlink

Rocketlink Dashboard

Rocketlink provides a link shortening service that allows you to optimize your URLs and improve user experience. It offers custom domains, giving you total control over your links. You can also customize your link thumbnail appearance by changing your URL’s preview title, description, and image. This way, you get to turn your links into marketing opportunities.

To increase the effectiveness of tour campaigns, Rocketlink allows you to retarget pixels and build an audience for your ads. Implementing UTM tags also helps you obtain data for your marketing analysis, ensuring that all your decisions are backed by accurate data.



Try out RocketLink with their free trial

What is unique about Active Trail?

  1. Customize your target audience. Rocketlink lets you create ad campaigns and choose your target audience using specific QR codes.
  2. Monitor your click rates. In one neat dashboard, you’ll get a complete view of the click analytics for each link you have shared.
  3. Engage with your audience. You can add third-party chatbox scripts in your links so that you can communicate with your visitors even after they leave your site.
  4. Grow your audience. Rocketlink has a powerful retargeting tool that lets you grow your audience faster. It also allows you to capture better leads by connecting you with an audience that you have never reached before.

Detailed RocketLink Review

11. Zoho Social

Zoho Social Dashboard

Zoho Social is a marketing and social media management platform designed to help you build a strong brand reputation on social media. It has complete features that marketing teams will find most useful, such as a post scheduling tool, engagement metrics, discussion boards, and more. As part of Zoho’s office suite, Zoho Social is backed by a powerful analytics tool that gives you accurate metrics for a more successful website.

The software also allows you to handle multiple clients in one platform. It equips your team with the right tools so they can manage your social media presence and analyze your performance in a breeze. Moreover, it enhances team collaboration by providing a neat, user-friendly platform where you can discuss and share ideas.

Zoho Social

Zoho Social

Try out Zoho Social with their free trial

What is unique with Zoho Social?

  1. Get a complete view of your plans and schedules. Zoho Social has a built-in calendar that lets you set schedules, manage your content, and preview scheduled posts.
  2. Find optimal timeslots for posting. SmartQ predictions provide reliable data about the times when your followers are most active. This helps you schedule your posts at optimal times.
  3. Monitor engagements in real-time. You can track incoming engagement metrics as they happen in real-time, contextualizing users’ interactions with your site so you can give them accurate responses.
  4. Collaborate with your team. Zoho Social lets you invite your colleagues to discussion boards where you can all work together on your campaigns and projects.

Detailed Zoho Social Review

12. Exponea

Exponea Dashboard

Exponea is a cloud-hosted marketing solution that offers a full suite of customer experience, personalization, and engagement solutions to drive the best B2C relationships, increase revenue, and maximize customer lifetime value.

The system blends analytics and engagement automation to improve customer service and experience through cutting-edge customer analyses that allow for more accurate predictions. Among its key features include web layers and revenue analyses, automated sales funnel operations, CRM, custom funnels, and much more.

With its focus on delivering personalized experiences across the entire customer journey and leveraging the potential of your acquisition, conversion, and customer lifetime value programs through powerful AI capabilities, Exponea gives you the tools and capabilities to drive your business forward.

Detailed Exponea Review

What is unique about Exponea?

  1. Leverage AI in your campaigns. Far from just being a traditional marketing automation system, Exponea enriches your campaigns with artificial intelligence and makes use of detailed customer information.
  2. Low-code platform. Marketers can craft potent campaigns without relying too much on data from their IT since the application provides tools for developing solutions of their own.
  3. Develop an omnichannel initiative. Exponea allows you to develop an omnichannel initiative across all digital touchpoints with your consumers.

13. RankActive

RankActive Dashboard

RankActive is an all-in-one SEO toolkit intended for marketers and webmasters to help them track their company’s online presence, monitor the competition, follow their brand on the web and enhance their visibility in the search engine rankings. It has website analytics to help you gather and analyze data you need to move your website forward, a site-auditor to check every page of your website for technical errors and broken links, a backlinks explorer to keep an eye on your links profile and find new link building opportunities, and a top analyzer for detailed data analysis of top 10 websites from the SERP of any search engine. It also has a manager to control and organize the link-building process, a competitors inspector to compare your website with competitors by traffic, rankings, and visibility, and keyword finder.

Its key features include the ability to create your personal subdomain and connect it to the platform using a white-label, account access management for controlling permissions and sharing important data insights, notification manager for daily checking of ranking data every, and a report center where you can schedule reports and add data for comparison. All of these save you time, money, and effort in improving your online presence while keeping tabs on your competitors to remain a step ahead.



Try out RankActive with their free trial

What is unique about RankActive?

  1. Accurately track your rank on search engines. RankActive has a rank tracker tool to show you where your websites are placed in all leading search engines.
  2. Check your site for technical errors. A site auditor tool helps you check every page of your website for technical errors and broken links.
  3. Improve your online presence. RankActive’s key features are all designed to improve your online presence and keep tabs on your competitors to remain a step ahead.

Detailed RankActive Review

14. Moz

Moz Dashboard

Moz is an SEO solution intended to improve search rankings, drive traffic, and get customers. It provides both basic and advanced tools to improve your search engine optimization, including keyword research, SEO keyword generator, site audit, and link analysis. The solution brings all the essential SEO tools and features in one roof, providing you the resources and knowledge you need to optimize your website. As such, it is ideal for startups and small businesses looking to get a head start with their online presence and break ground in search rankings.

Moz can do weekly crawls of your website, notify you of performance issues, make on-page, actionable recommendations, keep an eye on your competitor’s rankings and link metrics, track your progress, and generate a detailed analysis of the top-ranking pages of your website. All the research and analytical tools, features, and options of Moz you can leverage to perfect your content management, prioritize your keyword optimization, and rank high in search results so that you can easily be found online by visitors and customers.

Detailed Moz Review

What is unique about Moz?

  1. Optimize your site using advanced SEO tools. Keyword research tools, site audit, SEO keyword generator, and link analysis features give you detailed data on your inbound links and link quality.
  2. Monitor your site using real-time data. Moz performs weekly crawls of your website and notifies you of performance issues using a comprehensive analysis of your ranking and engagement metrics.
  3. Get access to SEO communities on the web. Aside from the SEO tools and resources offered by this advanced search marketing platform, you’ll also get access to the largest SEO community on the web

15. ActiveCampaign

ActiveCampaign Dashboard

ActiveCampaign is an all-in-one marketing platform that offers a range of tools that are meant to help small- to medium-sized businesses acquire, retain, and engage their customers. With its marketing automation feature that “listens and learns,” you’ll be able to discover what each contact wants and deliver the most effective message to convert them from visitors to leads, to customers, and finally to advocates. Its sales CRM function helps reveal customer insight so you can manage and organize your customer data and make informed decisions. You can automatically consolidate your communication and use sales automation to drive deals forward.

The smart email marketing feature lets you learn about a contact, allowing you to send personalized messages that match their interests—whether they’re on your website, browsing your inbox, or on a mobile device. With the software, you can use goals to measure and optimize your campaigns by creating custom goals to calculate the effectiveness of your growth processes and improve them over time. All your data, including those from third parties, are consolidated in a single source to allow you to leverage it and personalize your marketing and sales processes. Extending ActiveCampaign’s functionality is its ability to integrate with over 150 apps and services such as accounting, CMS, analytics, sales, support, lead generation, and more.

Detailed ActiveCampaign Review

What is unique about ActiveCampaign?

  1. Leverage the listening and learning tools of the system. ActiveCampaign analyzes user behavior, so you can prepare more effective campaigns to convert your visitors into customers.
  2. Create goal standards. The software allows you to set your own goals and use them as a standard in calculating the effectiveness of your processes.
  3. Smart email marketing feature. This tool gives you data about a contact’s behavior, allowing you to send them personalized messages.

How Important is Marketing Software in Today’s Digital Age?

The role of marketing software and systems these days has come to the point that it’s something you can’t do without if you hope to gain a competitive edge in a cutthroat business environment. Marketing software provides you with the tools, resources, and agility to keep up with changing customer buying behavior and preferences brought about by the internet. It keeps you prepared to match your marketing campaigns and strategies with current consumer trends and tastes. Without marketing software to power your business forward in a fast-shifting business landscape, you’ll be left in the dust trails of your competitors.

Companies realize its importance and are investing heavily in marketing software. In fact, $32 billion was spent on this type of software in 2018 alone. The following facts and figures reinforce the critical role of marketing software. Here are some relevant marketing statistics you need to consider:

  1. 91% of marketing automation users say that the technology is “very important” to the overall success of their marketing programs. (Marketo)
  2. 58% of top-performing companies, where marketing contributes to more than half of the sales pipeline, have adopted marketing automation. (Forrester Research)
  3. The most commonly used marketing automation features are email marketing (89%), lead nurturing (84%), integrations with other software (CRM, mobile, social media, etc.), centralizing customer intelligence (80%), and cross-channel campaign management (82%). (Regalix)
  4. In a survey report, 74% of respondents said the biggest perceived benefit of marketing technology is saving time, 68% said increased customer engagement, 58% more timely communication, and 58% increased opportunities, including up-selling. (Adestra)

As we reach the end of this article, we hope that you were able to pick the one that best fits your business needs. Among these 15 top players in the marketing software category for small businesses, HubSpot Marketing emerges as the best. It has all-encompassing features that cover each phase of your marketing plans and see you through the entire customer journey, from users’ first website visit to their conversion as your customers. You can try out its features when you sign up for the free trial offered by the vendor.

You can also check out our helpful guide to campaign management to help you improve your marketing campaigns.

By Louie Andre

B2B & SaaS market analyst and senior writer for FinancesOnline. He is most interested in project management solutions, believing all businesses are a work in progress. No stranger to small business hiccups and drama, having been involved in a few internet startups. Prior to his for-profit ventures, he has had managed corporate communications for a Kansas City-based Children International unit.

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