Best Marketing Software for B2C in 2025

With a wide range of B2C marketing software solutions to choose from, it is easy to get overwhelmed with the nitty-gritty details during your product discovery research. This guide aims to help you zero in on the marketing software features that you need and shortlist the products you think best fits your requirements. The guide introduces you to the basics of marketing software, its core features and benefits, the top products in the market today, and much more. Once you get your bearing, you can further your reading, starting with this top 10 marketing software compilation.

A key part of your product discovery is using the free trial offered by vendors. They are often commitment-free and will not require credit card information. After reading this guide, using the products of your choice firsthand should help you funnel your list further to the top marketing software of your liking. A free trial often gives you access to all features, including premium ones for a limited period. As you discover these features, take down notes to compare similar features and highlight the unique functionalities of each software. You can also refer to our list of top marketing software here to speed up your research. These products have scored the highest in our proprietary SmartScore and Customer Satisfaction Rating, which aggregate the insights of our team of expert reviewers and feedback from hundreds of user reviews found online: HubSpot Marketing, monday.com, Maropost Marketing Cloud, MailerLite, Mayple and Marketing Creatio.

Most B2C marketing software solutions are planned around the needs of small businesses, medium-size businesses, and large enterprises. In that way, they scale to your growing needs. Be sure to subscribe to a plan that fits your current business size, as to avoid paying for unused features or missing out on powerful ones. Typically, this is how a growing business scales the plans:

• Small business. You might want to start with the basic plan or even a free plan. It has the core features to help you get started with email marketing and centralizing your contact details and laying down a marketing-sales pipeline.
• Mid-sized business. As you require more powerful features like more users, more storage, and more advanced automation and analytics, you can check more robust plans often labeled as “standard” or “pro,” These plans tend to be “the most popular,” too, as they combine core and advanced features at a manageable price. These plans may also cover the wide gap between basic and enterprise needs, giving mid-sized companies more choices.
• Large enterprises. An enterprise plan is often by-quote only, as the vendor tries to customize a plan or commit to dedicated customer service or server for you. Expect these plans to be at the higher price tier.

Large enterprises require an expansive feature set and unique solutions to industry-specific cases. While subscription plans for small and midsize businesses often only involve straightforward scaling of features—for example, more users, more projects, higher storage—B2C marketing software enterprise needs a custom plan, hence vendors will require a price quote to determine the enterprise’s exact needs.

Beyond the standard scaling of features, enterprise marketing software plans may include advanced tools such as a wider array of ad types, multiple domain traffic monitoring, an extensive dashboard and a range of custom objects and API integrations, the last being crucial to companies with built-in or legacy systems that need integrating with a paid plan.

Other premium marketing software features to look for are enterprise-scale automation, advanced reporting and analytics, multilevel permission rules, and tailored customer support. These are actual features you will find in the marketing software examples below.

1. HubSpot Marketing: Has core features for blogging, email marketing, lead management, website SEO, landing pages, marketing automation and social media monitoring. As part of HubSpot CRM, Sales and Service, the software expands your CRM reach, helping you keep more customers for the long haul.
2. monday.com: A work OS with solid task management features that adapt to marketing automation use cases. Key features include document management, dashboard & reporting, and project/campaign progress visibility.
3. Maropost Marketing Cloud: A multichannel marketing platform that helps you personalize messages, launch SMS campaigns, create lightboxes and web forms, conduct retargeting ad campaigns, and perform A/B testing, among others.
4. MailerLite: An email marketing software featuring a drag-and-drop editor,  a built-in photo editor, subscriber management, email automation, and a custom HTML editor. It also has embeddable web forms, an A/B testing, a developer API, and allows you to set user permissions.

For more marketing software examples and to see how they differ from each other, visit our guide on the top 15 marketing solutions.

B2C marketing platforms should be no different from any other marketing software. It is a broad category that encompasses any software aimed at helping you carry out your marketing efforts, including administrative and management.

You can classify the types of marketing software in different ways, namely:

By functional focus

• Email marketing software
• Marketing automation software
• Sales software
• Social media marketing software
• Online advertising software
• SEO software
• Affiliate marketing software
• CRM software

By business size

• Freemiums
• Small business marketing software
• Enterprise marketing software

By deployment

• Cloud-hosted (the vendor hosts the system)
• On-premise (you host the system)

Take note, these classifications are not always clear-cut. In many instances, a software product has all the characteristics of all types because it can scale and adapt to different use cases.

Modern marketing software should have the core features that will allow you to automate workflows, manage leads and launch email campaigns, and it should integrate seamlessly with key business apps like CRM, accounting, productivity tools, and analytics. Other advanced features like A/B testing, AI-powered tools and insights & analytics are useful, so do consider them.

• Marketing automation – It automates routine marketing tasks, including repetitive admin processes, resulting in a streamlined workflow. This feature also allows for the personalization of one’s workflow. For instance, adding contact details, moving deals to the next stage, handing over leads to sales and opportunity alerts are easily automated with rules and triggers.
• Lead management – It helps you track and manage top-of-the-funnel prospects and, based on your metrics, sort out the high-value ones so you can focus on leads with the highest ROI potential. Some of its key functions include generating leads from your online assets, hotline and existing customer base, classifying leads by your parameters, and consolidating details about leads for a more personalized approach.
• Email marketing – It helps you plan, create and launch email campaigns. Some of its key features include a WYSIWYG editor, mailing list management, A/B testing for the subject line and copy, autoresponder, CAN-SPAM alert, and analytics for open clicks, forwarded or ignored emails.
• Social marketing – A modern marketing software may have added social media tools that help you create, share and schedule posts, track and measure the engagement, and conduct social listening for mentions and trends. Some vendors peddle this feature as a separate module, if not a totally separate app that integrates with marketing software
• Campaign management – This may be a premium feature that allows you to plan, execute, manage and measure campaigns over multiple channels such as on social media, your websites, PPC ads, affiliate links, and paid content distribution. At its core, the feature should let you segment the audience, run concurrent campaigns, collect leads, and measure campaign KPIs.
• Integrations – A reliable marketing software should be able to integrate with your other key business apps like CRM, accounting, salesforce automation, productivity apps, CMS, business intelligence, and more. That way, you can further consolidate customer data with financial, operational and other key reports, and generate holistic insights.

Marketing software offers a wide array of benefits such as streamlining your marketing processes, helping you focus on strategic planning and ensuring all marketing-related data and activities are consolidated in one place. Here are the top benefits to consider:

Streamlining marketing workflow. Marketing software automates mundane, repetitive tasks, speeding up your processes and ensuring that tasks are moved to the next step. Managers and staff are freed from time-consuming tasks that do not add to the bottom line.

More time on strategy. Marketing software gives you more time to focus on strategic planning and creative thinking. With automation, you can focus on high-level tasks and, abetted by insights generated by software, you can make smarter decisions even in real time.

Nurture high-level leads. Marketing software also helps you sort high-value leads from the rest. In this way, you can focus your efforts and budget on prospects with the best chances of delivering an ROI.

Sales insights. With data on campaigns, customer interactions, contact details, and other marketing-related activities consolidated in one system, a modern marketing software can help you generate insights quickly and with accuracy. You can pull out reports on lead volume rate, win-loss rate, conversion rate, etc. over a specified period. Many solutions also allow you to measure campaign KPIs and share actionable insights.

Email marketing. Marketing software usually features a built-in email marketing tool. This allows you to launch low-cost, measurable campaigns, re-engage customers or prospects, target audience segments with personal messaging and, with the right strategy, drive conversion rates. An A/B testing feature helps you build on your email marketing successes and best practices.

Social marketing. Some marketing software plans feature a social media marketing tool to help you engage prospects on popular social channels like Facebook, Instagram and Twitter. The feature helps you to reach out to where your potential customers are and drive them to your landing page. A marketing software with this feature also helps you to integrate your social media campaigns seamlessly with your PPC, email and other online campaigns, ensuring consistent brand messaging and omnichannel presence.

More companies will turn to marketing software as it delivers the critical tools to meet more complex, hyper-personalized customer expectations. Here are the latest developments related to marketing software.

• Market growth. The marketing software market is projected to grow to a $25-billion industry by 2023. This can only mean more companies, including your competitors, will leverage this technology to get a market upper hand.
• AI/machine learning. These cutting-edge technologies will up the ante on personalization, adding a predictive algorithm to how you communicate with prospects. Customers are starting to expect a hyper-personalized experience when engaging brands. This expectation can only go mainstream in the coming years.
• Chatbots. AI-powered chatbots are becoming more conversational, able to go beyond greetings and being a glorified trunk line. In the 2020 State of Conversational Marketing report from Drift, chatbot use as a brand communication channel grew by 92% since 2019. More customers will be embracing chatbot communication in the near future.
• Customer lifetime value. Predictive analytics will help marketers sort out key metrics behind a customer’s life cycle. They will have clearer benchmarks on customer lifetime value at different engagement levels, hence helping them profile customers based on potential future transactions.
• Social automation. As tons of social media data inundate marketers, it will be impossible to keep track of all brand engagement happening across social channels. Next-generation marketing software will leverage machine learning to deliver to your doorstep social data that has been cleansed and consolidated around your KPIs.

Marketing software is not without the disadvantages, both valid and unfounded. These are the common issues you should expect when subscribing to a plan:

• Data breach. With the vendor hosting your marketing data, it can get stressful thinking that a third party may have access to your sensitive data or someone might hack into it. Even tech giants like Google, Amazon and Facebook have faced cyberattacks in the past, what of a SaaS vendor? While your worry is legitimate, a quick risk-benefit analysis should ease your mind. Hosting your own data does not mean more security since your devices are internet-connected, too. In fact, without the bank-grade security typical in marketing software today, hackers may find it easier to breach your server sitting at your office that’s protected by a legacy and now clunky, firewall.
• Recurring billing. The best marketing software are offered by SaaS vendors, which means recurring costs for you—forever. But it is only a budget spillage if you consider the fees a capex or a capital expense. In truth, running software is part of your operating expenses or opex. Looking at it this way, you will realize that even developing your own software has monthly costs hidden as the software developer’s retainer fees, regular updates, server costs, etc., not to mention the stress of maintaining your own system. A subscription software ensures that you get the latest system that is regularly checked for security and manned by, typically, the most qualified tech talents in the industry.
• Accessibility. Although it is an advantage to have your employees and clients access your marketing data on the go for convenience and quick collaboration, it can easily take a sour turn when abused by a rogue employee or a spying user. Several marketing software feature a mobile app, that is, your employees can access it using their smartphones. Fortunately, you usually have permission levels in marketing software, which allows you to deny access to questionable users—or should they lose their phones—with a few clicks and taps.
• Unused paid features. This can happen should you fail to pay attention to the plan’s details. With most marketing software offered in plans that target a broad user base, it is possible to pay for tools that others need, but you don’t. You can always talk to your vendor for a more customized feature set to circumvent this issue.