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15 Best Marketing Software Systems For Small Business

Category: B2B News

If you are looking for a marketing software system for your business, you’re in the right place. In this guide, we list 15 of the leading solutions based on ease of use, intuitive automation and popularity, all important features for a small business. All these are suitable for the budget, resources and dynamics of SMBs.

Companies and businesses use marketing software to push their products and services through various web channels such as email, websites, and social networks, as well as streamline and automate daily tasks.

Marketing software is generally categorized into three: advanced workflow automation, marketing intelligence, and marketing automation. It allows 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.

This article lists 15 best marketing software for small business. We picked products based on their ease of use, robust features, and wide usage; after all, if it’s popular them it must work for most users. The best marketing software for small business may not necessarily be the cheapest, but always they must provide value for money.

How important is marketing software in today’s digital age?

The role of marketing software and systems nowadays 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 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.

Marketing Software Spending Worldwide (in billion U.S. dollars) 

Credits: Statista 2018

Companies realize the importance and are investing heavily in marketing software. In fact, $32 billion was spent on this type of software in 2018. The following facts and figures reinforce the critical role of marketing software.

  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 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 was saving time, 68% said increased customer engagement, 58% more timely communication, and 58% increased opportunities including up-selling. (Adestra)

If you are looking for a suitable marketing solution for your small business, check out our list of best marketing software for small business as selected by our experts.

15 Best Marketing Software For Small Business

1. HubSpot Marketing

HubSpot Marketing provides an advanced system that brings all of your marketing efforts together, helping your team grow traffic and increase conversions. It has a drag-and-drop functionality to design attractive websites with responsive pages regardless of the device used by your visitors. This enables you to create enticing and highly personalized landing pages for your campaigns, and distribute both static and dynamic HTML messages that can invoke the response you expect.

To ensure that all your data is taken into account, HubSpot Marketing will help you design workflows, prepare and format content for publishing, and integrate information from other systems, all without the need for coding experience.

Website design is only the first step. The software will further assist you to prepare and optimize relevant and engaging content, and distribute it to the right audiences. The system provides a variety of SEO and social suggestions for you to share content with the right influencers and audiences, and drive traffic. Also, it allows you to create compelling calls-to-action, and to personalize messaging to meet the specific needs of your visitors.

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 you are enabled to give all valuable leads a personalized path to purchase and turn them into paying customers, and afterwards report your strategy’s impact and contribution on 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. You can sign up for HubSpot Marketing free trial here.

2. Exponea

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 allows for more accurate predictions. What this means is that 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. Among its key features include web layers and revenue analyses, automated sales funnel operations, CRM, custom funnels, and much more.

Far from just being a traditional marketing automation system, Exponea enriches your campaigns with artificial intelligence, and makes use of detailed customer information. With its focus on delivering personalized experiences across the entire customer journey; developing an omni-channel initiative across all digital touch points with your consumers, 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. You can sign up for Exponea free trial here.

3. RankActive

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 a rank tracker to show you where your websites are placed in all leading search engines; website analytics to help you gather and analyze data you need to move your website forward; site auditor to check every page of your website for technical errors and broken links; backlinks explorer to keep an eye on your links profile and find new link building opportunities; top analyzer for detailed data analysis of top 10 websites from the SERP of any search engine; link manager to control and organize link-building process; 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 our platform using 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. You can sign up for RankActive free trial here.

4. Moz

Moz is an SEO solution designed 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 that gives detailed data on your inbound links and link quality. 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 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 strategy, prioritize your keyword optimization, and rank high in search results, so that you can easily be found online by visitors and customers. 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.

5. ActiveCampaign

ActiveCampaign is 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. It sales CRM function helps reveal customer insight so you can manage and organize you 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 their inbox, or on a mobile device. With the software, you can use goals to measure and optimize your campaigns by create custom goals to calculate the effectiveness of your growth processes and improve them over time. All your data, including 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.

6. LeadSquared Marketing Automation

LeadSquared Marketing Automation is a cloud-based software meant to help SMBs and enterprises land more leads and close more deals. The lead conversion platform carries comprehensive features and array of capabilities to streamline and optimize the marketing campaigns of businesses. The solution allows you to manage leads all the way with tools for sending instant notifications to concerned sales person every time a lead requires immediate action; sending relevant autoresponders to the offer on your landing page to keep prospects engaged; highlighting fresh deals on your website based on visitors’ interests; tracking each move your leads make like page viewing and CTA clicking; and segregating your leads based on any variable you want such as demographic profiles, activities and interests so you can craft personalized offers and targeted campaigns. Automation is the engine that drives LeadSquared, allowing you to create interdependent workflows that work in-sync to automate complex business processes such as funnel movements and changes in lead stages. Moreover, you can automate the updating of data in other CRMs or marketing apps that you use as the software can integrate with over two dozen marketing and sales platform. This lets you automatically capture leads from different sources and sync data with your other apps.

7. iContact Pro

iContact Pro is a business solution that provides user-friendly campaign tools to help marketing teams stay efficient and effective. The application’s tools and features are focused on three areas: modern email marketing, marketing automation, and Salesforce integration. With its email marketing functionality, you’ll get easy-to-use features like Drag and Drop editing, A/B split testing, and an intuitive and modern interface to help you grow your customer lists and consistently reach the inbox. Its marketing automation is ideal for businesses looking for more advanced features and greater performance such as behavioral targeting, workflow automation, landing pages, social media integration, and intuitive reporting — all from a single platform. The native integration of iContact Pro inside your Salesforce CRM dashboard enables richer team collaboration and the sending of mass email as well as tracking results. You can reach more contacts, bypass sending limits, and achieve greater results with more convenience. The cloud-based software also integrates with social media management tools to let you undertake scheduled campaigns over Facebook, Twitter, and LinkedIn. It also offers analytics which can be used to access the marketing funnel reports and assess resource allocation for marketing and sales in long-term planning.

8. Wishpond

Wishpond is a marketing solution which makes it easy to build complete marketing funnels that get you leads and customers online. You can opt to do it yourself using Wishpond’s all-in-one suite of marketing tools to create marketing campaigns, including landing pages, contests and email marketing; or you can have Wishpond’s team of marketing experts create and run a complete marketing campaign to generate leads and sales for your business. The solution includes more than a dozen tools to help you with your online marketing needs. You can create landing pages, contests and promotions, referrals, website pop-ups, and online forms. You can easily track, segment, and manage your leads with a leads database, giving you a view of visitor activities on your website. Wishpond allows you integrate different features on your website to make it more attractive for visitors. You can build and publish mobile responsive pages in minutes and integrate different forms with them. These forms pop up when a visitor is on the landing page. Third-party integrations covering software such as Salesforce, Highrise, Insightly, MailChimp, GetResponse, AWeber, Salesforce IQ, Base CRM, and many other apps expand your platform and gives you the flexibility you need to run your marketing campaign.

9. Pardot

Pardot is a business-to-business (B2B) marketing automation and lead management software designed to enable your marketing and sales teams to set up, deploy, and handle online marketing campaigns easily and effectively. Pardot is a Salesforce company and naturally integrates deeply with Salesforce’s CRM, putting your marketing and sales in sync and giving you one extensive and powerful marketing automation platform. The application can be used by marketers to set up and monitor online marketing campaigns with modules that allow small and medium businesses to build, manage, and ultimately activate lead generation components including landing pages, lead nurturing as well as email marketing programs. The marketing solution automates the overall process of qualifying leads by assigning your prospects to the best sales representatives, allowing you to populate information in a compatible and efficient CRM system. With Pardot, your company’s web traffic can be identified and comprehensively tracked with micro-web analytics, and produce reports to measure various metrics and performance. You can create customized and targeted emails, calculate marketing ROI, track customer behaviors, generate high-quality leads, boost your sales pipeline, and ultimately drive your business forward. Pardot is offered as an SaaS built around the platform and works not only with Salesforce but also with Microsoft CRM, SugarCRM and Netsuite.

10. Affise

Affise is a performance marketing solution developed specifically for marketing professionals, advertisers, and agencies that run CPA (Cost Per Action/Cost Per Acquisition) networks looking for a customizable solution to manage their direct publisher relationships. Affise helps you streamline processes and routines, bring down expenses while improving revenues and ROI. Affise does this by centralizing and automating your workflows, including creatives, conversions, publishers, and payments. You can use any traffic sources and pay only for conversions. It enables you to leverage the best of CPA technologies including advanced offers, affiliate management system, unique smart links, caps, and bids, among others. It’s smart targeting capabilities lets you maximize your ROI with targeted campaigns using various preferences such as device, language, location, cities, zip codes and others. Likewise, you’ll be able to understand your performance better with real-time statistics. Affise gives you over 49 breakdowns of your data, providing you significant insights that your business can use. The platform can generate custom reports and custom calculations and deliver the information you need. Everything you need to create, kick start and manage your own advertising network is right within the platform, allowing you easy management and performance analysis. With the best tech solutions built within Affise, you don’t have to worry about paying for clicks and, with use of low traffic sources, helps you save by as much as 90% on costs, allowing you to generate bigger revenues for your business.

11. AWeber

AWeber is an email marketing and automation platform meant to facilitate the process of delivering personalized and professionally designed emails and targeted messages to your clients. The software brings with it email tools and features such as drag and drop email creator, high-quality autoresponders, A/B tests to optimize your word and design choices, email follow-up scheduling, marketing funnel builder, subscriber tag segmentation, reporting and analytics, and more. With the software, you get over 700 mobile responsive email and sign up form templates to allow you to craft professional-looking custom, designed emails suitable for diverse subscribers. This lets you grow your email list and add your own branding to the templates without need of any coding. You can use email automation to send welcome emails, product launch sequences, and email courses, among others. You can utilize tags to segment your subscribers based on the links they click and the emails they open, allowing you to send the right message to the right person exactly when they need it. You can even automatically convert your blog entries into emails and schedule them to send immediately after publishing, effectively extending your blog’s reach. With AWeber’s reporting and analytics, you can track engagement like opens, clicks, bounces, complaints, and sales, keeping you updated of your subscriber list, scheduled emails and performance all the time.

12. Improvely

Improvely is a marketing platform built to track, test, and optimize your online marketing. You can use it to monitor conversion results and detect click frauds of your online advertisements and campaigns. It is a complete solution for click fraud detection, landing page split testing, affiliate marketing, and click and conversion tracking. Improvely is designed to enhance your online marketing efforts by helping you identify the source of every signup and sale, whether it’s from a marketing campaign or any other channel. Its monitoring feature enables you to inspect every click for signs of suspicious activity and be instantly alerted to potential click fraud so that you can take action to safeguard your advertising budget. The solution shows you the real people using your site with an automatically created activity profile for each visitor. You’ll get to know your most valuable customers so you can find many more of like them. Improvely can work with various types of users, from freelancers and startups to SMEs and large agencies. This solution streamlines your marketing processes and lets you work efficiently on your own, with your team, and with your clients, is valuable for agencies and marketers who want to protect their advertising budget, optimize their marketing strategies, and boost their revenue.

13. SendPulse

SendPulse touts a robust and feature-rich set of email marketing tools that are not offered by most email marketing systems. This intuitive and user-friendly platform makes it effortless for users to plan campaigns, target the right audiences through segmentation, use A/B testing, create pleasing emails with a drag-and-drop editor, and much more, all from within a centralized location. This email marketing automation platform also allows users to manage all their marketing messages through multiple communication channels including SMS, emails, web push notifications, Viber, and Facebook Messenger. Because of this, you no longer need to switch from one platform to another to perform various marketing-related tasks and monitor their progress.

14. Zymplify

Zymplify is a comprehensive cloud-based marketing platform that streamlines all marketing efforts, from attracting and targeting key audiences to engaging and nurturing clients to bolster your conversions. This all-in-one marketing software connects all marketing processes for optimal automated email journeys where you can control what happens at every single stage of your sales pipeline and deliver personalized emails at the right time and moment. With Zymplify, you are also able to unearth key messages that your audiences identify with, which in turn allows you to better capture the attention of your target market and empower them to convert. This software also allows you to turn your websites into a lead generation powerhouse through visitor tracking tools, CTAs, fill up forms, and other functionalities.

15. Live Session

Live Session provides businesses with a detailed look at the website journey of their visitors so that they can gain a better understanding of their behaviour. It records all user interactions on your website, from the website links they link down to how they navigate on your pages. With the session replay feature, you can get a front seat on how they navigated on your platform. LiveSession also features filtering and customer segmentation to help you zone in on relevant information. Aside from getting a better knowledge on website visitors, you can also identify website performance issues that affect the user experience. When these issues are captured on your session replays, LiveSession will inform you about the errors that need debugging.

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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