18 Most Popular Types of Software Used in Marketing

Not a single, even the most perfect product, will be noticed by its target audience without some marketing efforts. Fortunately, today, there are many tools that can automate marketing initiatives: Precedence Research claims that the global marketing technology market size is growing rapidly and will reach around US$2,863.76 billion by 2034 from US$557.94 billion in 2025.

And this is not surprising, because when used thoughtfully, such solutions speed up the launch of marketing campaigns, make them cheaper and more accurate, which maximizes their return on investment. Actually, that’s why we decided to overview some of them below.

Customer Acquisition & Lead Generation

In digital marketing, as in any other type of marketing, everything starts with attracting customers. It’s noteworthy that this doesn’t only consist of placing relevant advertising, but also of building a comprehensive ecosystem of interconnected tools, including landing pages, contact forms, as well as integrations with CRM, conversion trackers, and analytical platforms. The main thing is to be able to connect these elements so as not to miss a single lead. Therefore, let's group these marketing software applications to clarify which of them you should start with.

CRM Software

CRM systems are software solutions that collect, store, and analyze customer data. In the context of marketing, they allow you to group and analyze leads, view the history of interactions with customers, and even create and automate sales funnels. Among the most popular solutions in this segment are Salesforce, Zoho CRM, HubSpot, and Pipedrive, but in complex interaction scenarios, it makes sense to also consider the option of custom development (you can delegate it to us – just check our portfolio to verify our expertise).

Landing Page Tools

Landing page tools are essentially website builders that, through drag-and-drop interfaces, allow you to quickly create one-page websites with standard functionality without involving developers. The most famous include ClickFunnels, Leadpages, and the corresponding solution from the aforementioned HubSpot, which seamlessly integrates with the same-name CRM. All of them contain customizable tools for increasing conversions and can be easily used even if you don’t know any programming languages.

Lead Magnets

This marketing software category helps businesses attract potential customers by offering them something valuable in exchange for their contact information. These can be basic subscription forms, calculators, checklists, templates, eBooks, etc. The choice in favor of a particular lead magnet depends both on the specifics of a particular business niche and on which stage of the sales funnel the lead is at. Particular examples of lead magnet tools include Hello Bar, Designrr.io, and Beacon.

Content Creation & Management

Content is obviously what customers consume in any marketing campaign, so it should be fully relevant to their interests. At the same time, in addition to advanced solutions for its creation, you should also consider those that will allow it to be managed competently.

Content Management

WordPress is undoubtedly considered the pioneer in this category, but if you need to deliver content to several platforms at once (website, mobile app, etc.), it makes sense to consider headless CMSes like Strapi and Contentful, too. In general, the choice in favor of one or another option is based on the fact that the marketer can edit the content without new releases – this will be faster and cheaper in the long term.

Design Tools

For design, you should consider such niche giants as Figma and Adobe – with their help, you’ll be able to quickly create and test various frontend components. At the same time, before using them, it’s important to prepare a design system with a single library of components and adaptation rules for different platforms to avoid significant edits during the creation process.

Video Creation

Modern digital marketing rarely does without video, but without a thoughtful approach to its creation and integration into the sales funnel, you risk wasting a lot of resources. In particular, here, you’ll need a whole arsenal of tools: for video editing (Premiere or DaVinci), for AI generation (KlingAI or InVideo AI), for overlaying subtitles (FluenAI or Clideo), etc.

Automation & Email Marketing

Marketing automation is not only about speeding up the launch of marketing campaigns; it’s also about quickly scaling your marketing efforts. Depending on your tasks, you can consider the following groups of tools.

Marketing Automation

The most widely used marketing automation solutions include Marketo, HubSpot, and ActiveCampaign. With their help, you can build complex customer journeys and lead nurturing strategies with scoring and routing. At the same time, they have a fairly high entry threshold and require an understanding of what the entry and exit conditions should be.

Email Platforms

To automate marketing email newsletters, it makes sense to pay attention to programs such as Mailchimp and Postmark – they allow you to quickly create, implement, and track email campaigns, tailoring them to the needs of different audiences and combining them with newsletters on social networks.

Workflow Tools

Finally, you should consider workflow automation solutions like Zapier and Make that make continuous and seamless workflows, from collecting lead data from website contact forms to creating tasks for a sales manager.

Analytics & Performance Tracking

Analytics allows you to adjust your marketing strategies without relying only on guesswork. However, it’s crucial to understand which analytics software is best for your business.

Analytics Software

The best marketing software for analytics is Google Analytics (still, you may consider its analog, Mixpanel, as well). Such solutions collect and process data on user visits/behaviour and traffic sources, as well as calculate metrics that are critical for business. If configured correctly, regular monitoring of your dashboard will provide an understanding of which campaigns bring the best results and which need further optimization.

BI Tools

Business analytics tools like Power BI and Tableau combine customer data from different sources, providing further visualization and detecting non-obvious patterns. Their use is especially reasonable for businesses that have several marketing channels and/or sophisticated sales funnels. 

Attribution Platforms

In this category, we'd like to highlight Adjust and AppsFlyer, which provide tools for tracking and analyzing ads, traffic sources, user behavior, and other aspects that are important for gaining a comprehensive understanding of which ad campaigns are most effective, tracking the user journey, and optimizing marketing strategies.

Social Media & Community Marketing 

Social networks are used by brands today not only to increase their recognition, but also for direct sales. Here are the groups of tools that will be useful in their management.

Social Management

Platforms like Hootsuite and Sprout Social can be used to centralize social media management. They allow you to schedule new posts, analyze the audience engagement of each one, and manage the comments, all from a single window.

Influencer Tools

If you are considering collaborations with bloggers in your niche, it makes sense to use solutions like Upfluence and GRIN. In essence, these are platforms for finding “relevant” opinion leaders who provide comprehensive analytics of their audiences and make predictions about the effectiveness of cooperation with them.

Community Platforms

And, of course, you should pay attention to Discord, Telegram, and Circle if you are interested in forming an active, loyal community around your brand. This works well in the crypto industry and for those who sell information products. Depending on your needs, you can create a private group or a public forum where everyone can share their experiences. 

Paid Advertising & Retargeting 

Paid advertising allows businesses to quickly attract attention to their products/services, but without understanding how to set it up, they risk wasting a lot of their marketing budgets. Here are a number of marketing software programs that minimize this risk.

Ad Platforms

Advertising platforms such as Google Ads and Meta Ads Manager can help to implement marketing initiatives in web search and social networks, respectively, providing fine-tuning of targeting and detailed statistics. The minimum budget is low, but if you set it up incorrectly, you risk spending a lot of money on something that doesn’t work.

Retargeting Tools

Retargeting tools (such as Criteo and AdRoll) allow you to effectively return users to your website who have already interacted with it but haven’t made a purchase. Ultimately, their systematic use can reduce the average cost of customer acquisition.

Display Networks

Software for marketers like Google Display Network makes it possible to publish banner ads on thousands of partner websites. This marketing method can be useful in increasing brand awareness and expanding its target audience.

Which Marketing Software Tools Do You Use?

Since the marketing software market is constantly expanding, companies that previously used marketing tools selectively may find it difficult to consolidate them into a single system. Moreover, some businesses have very complex sales funnels and workflows, so they cannot do without custom development. 

If you realize that you are spending too many resources on marketing but it still doesn’t bring the expected ROI, feel free to contact us. We’ll help you build a single solution that synchronizes and facilitates the work of all your employees involved in marketing and sales.