Best Marketing Software Of 2024 – Forbes Advisor

The right customer relationship management (CRM) software serves as the backbone for personalized and targeted engagements. It allows teams to aggregate vast amounts of customer data into actionable insights, transforming one-off interactions into lasting relationships.

By automating repetitive tasks and offering a centralized hub for tracking customer activity, CRM software helps marketing professionals focus on what really matters: creating compelling campaigns that resonate with their audience and drive revenue growth.

Our Top Pick

Best CRM Software

Zoho CRM

Starting Price

$14 per user

per month, billed annually

Key Features

Filters, multiple pipelines, sales forecasting and email insights

$14 per user

per month, billed annually

Filters, multiple pipelines, sales forecasting and email insights

Editor’s Take

Zoho CRM didn’t make the list simply by ticking off boxes; it earned its spot by providing capabilities that align closely with marketing imperatives. Its multi-touch attribution feature is noteworthy, enabling marketers to trace customer journeys across multiple channels. The process becomes more about data-driven decisions and less about guesswork.

Similarly, the platform’s AI-driven analytics can predict sales trends while also flagging potentially lucrative opportunities, effectively acting as a second set of eyes for busy marketers. Zoho CRM also offers customizable automation workflows, which significantly reduce the manual labor involved in repetitive marketing tasks. And let’s not forget its adaptability; whether your business is a startup or an enterprise, Zoho offers tiered pricing and customization options that let you scale your marketing efforts efficiently.

Learn more: Read our full Zoho CRM review.

Pros & Cons

• Multi-touch attribution clarifies the effectiveness of each marketing channel
• AI analytics provide actionable insights for targeted campaigns
• Customizable automation workflows save time and labor
• Tiered pricing structures allow businesses of all sizes to benefit
• Advanced reporting features support data-driven decision-making

• Heavy reliance on add-ons for extended functionality may result in extra costs
• Steeper learning curve may discourage some users

Compare CRM Software

What To Look For in CRM Software

Choosing the right CRM software is akin to choosing a business partner; it can either elevate your marketing efforts or become a source of constant frustration. When assessing different CRM platforms, focus on the features that will significantly impact your day-to-day operations and long-term goals.

• Data Management Capabilities: Look for CRMs that excel in aggregating and segmenting customer data to help you target your marketing campaigns more effectively.

• Automation Workflows: Assess the platform’s ability to automate repetitive tasks such as lead nurturing, email campaigns and follow-ups.

• Integration Potential: Ensure the CRM can integrate smoothly with other essential platforms in your marketing stack, such as email marketing software or analytics tools.

• User Accessibility: Consider the accessibility and ease of use for your team. A steep learning curve can be a hurdle in effective implementation.

• Customization Options: Opt for a CRM that offers customizable fields and dashboards, allowing you to tailor the software to your specific marketing needs.

• Reporting and Analytics: A powerful reporting suite can make all the difference in measuring the success of your campaigns and making data-driven adjustments.

Featured Partners

Starting Price

Free; $9 per user per month for basic features

Starting Price

$25 per month per user for basic features

Starting Price

Free; $15 per user per month (billed annually)

Price

$25 per user per month

Starting Price

$14 per user per month (billed annually)

Additional Resources

In any hyper-competitive market, email marketing software serves as a cornerstone for businesses looking to foster long-term relationships with customers. Such software empowers marketing teams to personalize communications at scale, test variables in real time and analyze engagement metrics to refine future campaigns. This level of specificity and adaptability helps convert casual browsers into loyal customers, ultimately elevating overall revenue.

Our Top Pick

Best Email Marketing Software

Mailchimp

Key Features

Email campaigns, segmentation, split testing, send time optimization

Email campaigns, segmentation, split testing, send time optimization

Editor’s Take

Mailchimp adapts to the dynamic needs of marketers with flexibility in pricing and feature set. Offering four distinct plans, Mailchimp accommodates marketers whether they’re bootstrapping or scaling rapidly. It allows for A/B testing, granular customization in its campaigns and predictive segmentation to identify high-value customer groups.

Personalized onboarding sessions set the stage for getting the most out of the platform right from the start. This adaptability extends to Mailchimp’s reporting features as well, offering both funnel visualizations and industry benchmarking for actionable insights. In a digital environment where personalization can tip the scales in favor of conversion, Mailchimp’s features position it as a valuable tool for marketers.

Learn more: Read our Mailchimp review.

Pros & Cons

• Varied pricing options to suit different business needs
• Predictive segmentation for targeting high-value audiences
• Personalized onboarding sessions for quick acclimation
• A/B and multivariate testing for data-driven decision-making
• Extensive reporting features for actionable insights

• Overages apply if contact or email send limit is exceeded
• Limited email support for the free plan

Compare Top Email Marketing Software

What To Look For in Email Marketing Software

Selecting the right email marketing software can be a transformative experience for your business. It’s essential to focus on functionality that directly benefits your marketing objectives.

Features to consider include:

• Customization Options: Look for software that allows for extensive customization of email templates and customer segments, catering to your unique brand and audience.

• A/B Testing Capabilities: Testing different variables can significantly improve your email performance. Prioritize software that allows you to test various elements of your emails.

• Advanced Analytics: Understanding how your emails perform is vital for ongoing improvements. Choose a tool that offers detailed metrics on open rates, click-through rates and conversions.

• Automation Tools: Automated workflows can save you time and offer personalized experiences to your customers. Check if the software provides automation for processes such as customer onboarding, cart abandonment and upselling.

• Ease of Integration: The software should integrate easily with other tools you use in your business, such as your CRM or e-commerce platform, for a smoother workflow.

• Budget Alignment: Pay attention to pricing structures, particularly if there are any overage charges or hidden fees, to ensure it fits within your budget.

Featured Partners

Free Live Phone And Chat Support

Yes

Additional Features

Advanced Automation (Abandon Cart Reminders, etc.)

24/7 expert support

Free for all customers

AI

AI email content generator

Features

Email marketing, SMS & Web Push Notifications

Omnichannel

Unified data to coordinate and automate messages across email, SMS and mobile push

Advanced Segmentation

Real-time data for personalized, relevant messages. No coding, no data scientists needed

Do more with AI

AI-Driven segmentation, optimization and predictive insights

Pricing

Starting at $39/month

Key features

Powerful email automation and segmentation, targeted onsite campaigns

Additional features

Industry leading deliverability, melt-your-face customer support

Pricing

Free; Unlimited contacts

Enterprise-level, customizable plans

Available

Additional Resources

The importance of SEO software extends far beyond simple keyword tracking. By enabling data-backed strategies, such tools help businesses make informed decisions about content creation, website architecture and even user experience.

Features such as backlink analysis, competitor benchmarking and local SEO optimization not only improve search engine rankings but also translate to more meaningful engagement with potential customers. Through actionable insights, SEO software allows businesses to stay agile and adaptable in a market where relevance and visibility are key to growth.

Our Top Pick

Best SEO Software

Ahrefs

Starting Price

Free

$83 per month, billed annually

Key Features

SERP comparison, site audit, rank tracking, keyword research

Free

$83 per month, billed annually

SERP comparison, site audit, rank tracking, keyword research

Editor’s Take

Ahrefs has been continuously crawling the web since 2010, collecting a vast amount of data that it organizes into actionable insights for marketers. One of its strong suits is the depth of analysis it offers for multiple aspects of SEO. For instance, its Keywords Explorer doesn’t just show keyword difficulty; it provides keyword ideas, shows search intent and even forecasts traffic potential.

The Site Audit feature goes beyond just identifying SEO issues—it prioritizes them based on impact, helping to guide your focus. The tool’s scalability is another advantage, so whether you’re a small business or a large enterprise, there’s a plan that suits your needs. This flexibility is supported by a payment system that offers monthly or annual subscriptions, the latter coming with two months free. Ahrefs supports data-driven decision-making in SEO, from competitive analysis to backlink evaluation.

Pros & Cons

• Depth of keyword analysis, including search intent and traffic forecasts
• Prioritized site audit recommendations guide efficient resource allocation
• Active community and customer support provide an extended learning environment
• High-frequency updates and web crawling for current data

• Limited API access in lower-tier plans
• Cost might be prohibitive for small-scale individual users
• No longer offers a free trial
• Steep learning curve

Compare Top SEO Software

What To Look For in SEO Software

Navigating the labyrinth of SEO tools can be daunting, but the right software can dramatically improve your site’s visibility. To cut through the noise and find a solution that truly aligns with your needs, consider the following features:

• Keyword Analysis: A quality tool will offer not just tracking but also suggestions for high-performing keywords. Look for features such as keyword difficulty assessments and historical keyword ranking data.

• Site Audit Capabilities: Assessing your website’s health is essential for SEO success. Features to look for include checks for broken links, HTTP status codes and metadata quality.

• Content Optimization Suggestions: An ideal platform offers actionable recommendations for improving existing content. This may include tips for better title tags, header usage and keyword density.

• Backlink Profile Analysis: Quality backlinks are pivotal for high rankings. A capable tool will provide not only an overview of your backlink profile but also insights into the quality and relevance of referring domains.

• Competitor Monitoring: To stay ahead of the game, look for software that allows you to monitor competitors’ keyword strategies and backlink profiles. This should offer insights into market trends and expose gaps in your own strategy.

• Performance Reporting: The tool should offer periodic reports, complete with key metrics such as click-through rates and page loading times, to help you make data-driven decisions.

Featured Partner

Plan costs

Starting at $1,250 per month

Additional Resources

A website is a fundamental pillar of any marketing strategy. It serves as the storefront, the sales representative and the customer service desk, all rolled into one digital interface.

Website builders allow businesses to establish this critical online presence quickly and efficiently, without the steep learning curve or financial investment often associated with custom web development. They offer a suite of design templates, e-commerce capabilities and social media integrations, empowering companies to cultivate brand awareness, drive customer engagement and ultimately convert visitors into loyal customers.

With advanced features, such as mobile responsiveness, SEO tools and personalized domain names, a website builder facilitates a potent and professional online presence that can significantly elevate a company’s market position.

Our Top Pick

Best Website Builders

Weebly

Starting Price

Free

$10 per month, billed annually

Key Features

Drag-and-drop interface, free SSL certificate, shopping cart with unlimited items

Free

$10 per month, billed annually

Drag-and-drop interface, free SSL certificate, shopping cart with unlimited items

Editor’s Take

Weebly makes its mark in the digital marketing sphere by offering a balanced mix of flexibility and functionality at a price point that suits various budgets. This website builder offers drag-and-drop capabilities that cater to those without technical expertise while still providing advanced customization options for more experienced users. One important feature is its integrated analytics, supplying actionable insights that can be pivotal for marketing strategies.

It excels in e-commerce, with features such as inventory management and an automatic tax calculator that simplify online retail complexities. Also, Weebly provides digital marketing tools that integrate social media marketing and SEO tools to drive traffic, making it a one-stop shop for businesses looking to extend their online reach without dispersing their efforts across multiple platforms.

Learn more: Read our Weebly review.

Pros & Cons

• Advanced e-commerce features, including inventory management and automatic tax calculator, to facilitate online sales
• Integrated analytics provide data-driven insights for marketing decisions
• Multiple tiers of pricing accommodate varying budgets and needs
• Drag-and-drop builder simplifies the web design process
• Extensive customer support options, including 24/7 email and chat

• Limited design templates compared to competitors
• Mobile app features could be more extensive for on-the-go management

Compare Top Website Builder Software

What To Look For in Website Builder Software

Selecting the right website builder can make a world of difference when it comes to crafting an effective online presence. The best builders serve not just as a digital canvas but also as a set of marketing tools to help your business grow.

• Pricing Flexibility: Look for platforms with different pricing tiers that accommodate varying budgets, as well as the needs of both beginners and advanced users.

• E-Commerce Capabilities: If your business involves selling products or services online, examine features such as an automatic tax calculator, inventory management and various payment options.

• Built-In Analytics: The ability to track visitor data and user behavior can offer valuable insights for decision-making in marketing strategies.

• Customization Options: A balance between pre-designed templates for quick website creation and advanced customization options for those with specific design needs is ideal.

• Customer Support: Consider the availability and range of support options—chat, email, forums—to ensure you’ll have the help you need when you need it.

• Mobile Responsiveness: With a growing number of users browsing on mobile devices, ensure the platform can produce websites that adapt well to different screen sizes.

Featured Partners

Starting Price

$17 per month

E-commerce (low-priced plan)

Yes

Starting price

$1.95 per month

Standout Features

Customizable templates, Easy drag-and-drop technology, SSL certificate

Starting Price

$16 per month

E-commerce (low-priced plan)

Yes

Starting Price

$15 per month

Standout Features

AI Content Assistant, drag-and-drop editor, premium hosting, live chat

Additional Resources

More than ever, attention spans are fleeting, and mass texting services have carved a unique role in marketing strategies. The immediacy and personal touch of a text message, coupled with high open rates, make it an invaluable tool for real-time engagement with a targeted audience.

Whether for flash sales, appointment reminders or special announcements, mass texting provides a direct line to consumers, bypassing the clutter of email inboxes or the transient nature of social media updates. With features such as automated responses, data analytics and list segmentation, these services offer more than just mass communication—they provide actionable insights and a touchpoint for sustained customer relationships.

Our Top Pick

Best Mass Texting Service

ClickSend

Free Trial

It’s free, just pay per SMS

Key Features

Voice, SMS, MMS, email, rich messaging

It’s free, just pay per SMS

Voice, SMS, MMS, email, rich messaging

Editor’s Take

ClickSend offers a multifaceted approach to business communications, serving as more than just a mass texting service. What catches the eye is its adaptability. Whether you are a marketer focusing on SMS campaigns or a developer looking to integrate communications into your existing software, ClickSend provides the tools for both scenarios. It offers a unified dashboard that simplifies the management of various communication channels—SMS, email, direct mail and more. This unification allows marketers to centralize their strategies and actions.

Additionally, ClickSend is built for scale; you can send messages from a few to a few million through direct routes, ensuring timely delivery. For the tech-savvy, it offers a host of trusted APIs in multiple languages such as NodeJS, Python and Java. It also offers automated workflows that can make repetitive tasks more efficient, allowing businesses to focus on strategy and engagement.

Pros & Cons

• Multichannel communication options including SMS, email and direct mail
• Versatile API support for easy integration into existing systems
• Centralized dashboard simplifies campaign management
• Scalability features ensure adaptability to business growth
• Automated workflows minimize manual effort

• Could be overwhelming for businesses only needing simple SMS services
• Requires a learning curve to fully exploit all features

Compare Top Mass Texting Software

What To Look For in Mass Texting Software

Selecting the right mass texting software is a key decision for businesses aiming to effectively engage their audience through SMS campaigns. Features can make or break the overall experience, affecting not just the sender but also the recipients of these messages.

• Multichannel Support: Look for software that can manage different forms of communication, such as SMS, email and direct mail. This gives flexibility to pivot or expand your marketing strategy.

• Scalability: Choose a service that can adapt to your needs, whether you’re sending dozens or millions of messages.

• API Integrations: For those with specific needs or existing platforms, API support can be a deciding factor. Check the languages and frameworks supported to ensure it fits into your technical stack.

• Automated Workflows: Efficiency matters. Opt for software that offers the option to set up automated rules or triggers for sending messages, thereby reducing manual input.

• Reliable Delivery: You’ll want a platform that prioritizes timely and secure message delivery, ideally via direct routes to carriers.

• Analytics and Reporting: Insight into campaign performance can guide future endeavors. Look for software that provides detailed analytics on message open rates, engagement and other key metrics.

Chatbot software serves as an indispensable tool for marketing teams seeking to elevate customer engagement and streamline various touchpoints in the consumer journey. Acting as an automated front line for customer inquiries, this technology provides instant, 24/7 responses to common questions, fostering improved customer satisfaction. Chatbots also handle routine tasks such as data collection or lead qualification, allowing human agents to focus on more complex interactions that require a personal touch.

Moreover, the adaptability of chatbots to integrate with CRM systems and social media platforms amplifies the efficacy of targeted marketing campaigns, giving businesses the edge in nurturing relationships and ultimately driving conversions.

Our Top Pick

Best Chatbot Software

HubSpot Chatbot Builder

Key Features

Easy setup, no coding required, personalized messages pulled from your CRM

Easy setup, no coding required, personalized messages pulled from your CRM

Editor’s Take

HubSpot’s Chatbot Builder offers rapid deployment, allowing teams to be operational in minutes rather than hours or days. Its visual editors simplify the tasks of designing chatbot sequences and aligning the chatbot window’s aesthetics with your website or product. A standout feature is the automatic triggering of email sequences post-chat, which acts as an effective follow-up mechanism.

The chatbot is capable of personalized messaging by drawing data directly from your CRM, providing a more tailored interaction for users. This gives businesses the opportunity to not just automate but also personalize, without the need for complex coding skills.

Pros & Cons

• Rapid team onboarding with minimal setup time
• Visual editors simplify chatbot design and theming
• Automated post-conversation emails
• Personalized messages based on CRM data
• Book meetings and qualify leads within the chat window

• Limited advanced features in the free version
• Might require integration with HubSpot’s other services for full functionality

What To Look For in Chatbot Software

Selecting the right chatbot software can be a pivotal decision for streamlining customer interactions and enhancing lead conversion. Here are some specific features to keep in mind when evaluating your options:

• Rapid Deployment: Look for software that allows you to get up and running quickly, especially if your team is small or lacks technical expertise.

• Visual Editors for Design: Having a graphical interface for designing chat sequences can make the process much easier, allowing you to focus on strategy rather than technical details.

• CRM Integration: The ability to pull data from your customer relationship management system can elevate a chatbot from simple automation to personalized interaction.

• Automated Follow-Ups: Software that can automatically trigger emails or other post-chat actions can increase engagement and reduce the likelihood of lead fallout.

• Data Analytics: Insight into user interactions, such as time spent and conversion rates, can guide refinements and prove invaluable for measuring ROI.

• Scalability: As your business grows, you’ll want software that can adapt to increasing demands without requiring an overhaul.

Additional Resources

• What Is A Chatbot? Everything You Need To Know

Navigating the intricate maze of marketing software options can feel overwhelming, yet making the right choice has direct implications for business success. Whether it’s the finesse of email automation, the specificity of mass texting features or the personalization capabilities of chatbots, the software you choose can be a game changer in how you engage with customers and convert leads. By focusing on certain key features, such as CRM integration, rapid deployment and data analytics, you can tailor your marketing strategy to meet both current needs and future growth.