Marketing success comes down to two things: a marketer’s strategy and their digital marketing software stack. Today’s marketers are expected to be in a million places at once, and finding creative ways to streamline and automate tasks is vital.
On average, a successful marketer relies on seven different digital marketing tools to manage their responsibilities, all seamlessly combined to create an efficient machine. Finding software that integrates well together is key to an effective marketing stack.
Some tools are more foundational, including analytics platforms, email marketing tools, and CRM software. Other tools are more specialized, like referral marketing software or A/B testing tools.
We’ve set out to create a comprehensive list of the best digital marketing software.
The tools we’ve included work well for any company, regardless of size. They’ll free up precious time for your team to focus on your marketing campaigns and strategies.
Let’s dive in.
Categories of digital marketing software
Our list of the best digital marketing software covers all major categories of digital marketing, including:
Now, let’s cover why each type of software can benefit your business in detail, along with our top software picks.
Customer relationship management (CRM)
How it helps: Monitors and tracks customer relationships
As every marketer knows, scaling a business is all about how many customers you can gain while retaining as many customers as possible. With every email sent and sales call scheduled, hopefully your prospect is one step closer to the main objective, converting! But keeping track of your prospects at every stage of the sales funnel is no easy task.
A CRM can help you stay organized while storing all your company’s data on its interactions with customers. This data can be pulled from multiple channels (e.g., your website, social channels, support tickets, and customer reviews), and stored in one central database. Your business can analyze and use this data to better your product/service, address common concerns, and, ultimately, scale.
Digital marketing software example: Hubspot
Hubspot is great for any company, including those new to using a CRM. The free software covers everything from managing your contacts and social media to tracking emails and connecting with your prospects. This tool will help you grow your business, convert more leads, and prove ROI for your inbound campaigns.
Honestly, if you’re just starting to build your marketing stack, I would recommend signing up for two free tools – Hubspot and Google Analytics – plus a free or low-cost email marketing software (covered below). Hubspot’s all-in-one marketing solution is perfect for any business to achieve its goals in the early days, especially if everyone is wearing multiple hats.
Other popular digital marketing tools in this category: Salesforce, Microsoft Dynamix, Infusionsoft, Zoho CRM
How it helps: Tracks and reports website activity, so you can better understand customer behavior
Understanding the customer journey and common lead patterns, across platforms and devices, is essential to making smart marketing decisions and improving ROI. How do leads interact with your website, and what are they most likely to do next? Collect this data and organize it to your liking with analytics software.
Digital marketing software example: Google Analytics
As it’s a free analytics software with a full suite of features – and one that seamlessly integrates into your processes, Google Analytics is a no-brainer addition to any marketer’s software stack.
Easily analyze data for a complete overview of how leads and customers engage with you – no matter what device they’re on. And with the help of AI, you can analyze who is more likely to stick with you, and who is at greatest risk of churning. And thanks to smart integrations and APIs, it’s simple to connect Google Analytics with your other essential marketing tools.
Search engine marketing (SEM)
How it helps: Improves your business’s visibility in organic search results
Search Engine Marketing (SEM) is actually an umbrella term encompassing everything related to marketing and ranking on search engines, including SEO. SEM tools can help you with:
- Keyword research
- Find unique link building opportunities
- Help identify competitor strategies
- Optimize your content for search engines
- Fine-tune your PPC and advertising
Thanks to these tools, it’s easy to determine the effectiveness of your off-page and on-page SEO efforts on your bottom line.
Digital marketing software example: Ahrefs
If you’ve ever taken a deep dive into SEO, chances are you’ve heard of Ahrefs. The software crawls the web, stores all the public SEO data you seek, and makes it easily accessible via their dashboard. You can easily use the data to aid in link building, SEO strategies, keyword research, and content marketing. Ultimately, Ahrefs helps you identify trends and opportunities your competitors might be missing to accelerate your site’s growth through organic traffic.
Other popular digital marketing tools in this category: SEMrush, Spyfu, Moz Pro, Majestic
How it helps: Generates qualified prospects through means other than advertising
There’s a ton of different ways to generate qualified leads for your sales team.
Which are all great options. Knowing which lead generation tools and software to use can be tricky, though. First, you have to define your ideal audience and figure out where they are most active. Then, you’ll need to collect the data on your leads, and qualify them to ensure they are a good fit.
Tools like the ones we’ve listed below can help you generate more leads from your website’s organic traffic, manage leads, and verify that they are legitimate.
Digital marketing software example: Leadfeeder
Leadfeeder helps collect data on prospects who visited your site, so you can follow up and reach out to new leads, as well as find potential opportunities. All you need is your Google Analytics ID for Leadfeeder to tell you which companies have visited your site. The software even finds contact info for employees at those companies, so your team can follow up.
Digital marketing software example: Hunter
Hunter’s Email Verifier allows you to verify a list of email addresses in seconds. This is a crucial step in ensuring that your emails don’t bounce and that you don’t develop a bad sender reputation that could land your emails in the Spam folder.
The Email verifier performs multiple checks to ensure an email address is valid, including checking the format, MX records, SMTP server, and more.
Hunter also offers an API for its Email Verifier tool, allowing you to verify email addresses using an API call.
Other popular digital marketing tools in this category: Prospect.io, Sumo, Meet Alfred
Referral marketing and affiliate marketing
How it helps: Builds brand awareness, and increases customer reach, traffic, and revenue, through trusted voices
Creating quality products and offering reliable services is a great way to build a solid customer base. But if you want to capture the best and widest audience of qualified leads, you’ll have to leverage other people they trust.
Referral programs incentivize your customers for sharing your products or services with individual friends. They make sharing easier, and let your business track successful referrals through a referral link or code.
Meanwhile, affiliate programs reward influential people (such as content creators) for promoting your products, by rewarding them with a commission every time someone purchases from you via their affiliate link.
But how to manage and track your referrers or affiliates? Turn to referral software and affiliate software.
Referral programs and affiliate programs are distinct from each other, so they usually require different software features to maintain. However, some software options, such as Referral Rock, are flexible to run both types of programs.
Digital marketing software example: Referral Rock
Price: $200-$800/month (with free plan available)
Referral Rock referral program software helps any business get more customers using the power of their existing network. Online and brick-and-mortar businesses can design incentive-based programs, enroll existing customers and partners, capture new leads and sales, and automatically issue rewards.
Referral Rock automates every step of the process so a business can scale and consistently measure the success of referral marketing programs. This software has the flexibility to be used for customer referrals, employee referrals, partner and affiliate programs, and more. You can even start using Referral Rock for free.
Other popular digital marketing tools in this category: PayKickStart, Trackier, Everflow
How it helps: Builds an email list, engages your audience, and nurtures leads to conversion
Email marketing is one of the oldest, yet most effective marketing channels around, producing $38 in ROI for every $1 spent. It’s a core channel for business development and keeping your audience engaged, especially when the messages are customized and automated.
Tools like Campaign Monitor, ActiveCampaign, and Respona are great for segmenting your leads and customers, as well as for sending personalized, relevant messages meant to nurture leads and drive conversions.
Digital marketing software example: Campaign Monitor
Price: Starting at $9/month; based on number of contacts
Campaign Monitor has dozens of beautiful templates to choose from. Their drag and drop interface and engagement-based segmentation allows you to deliver targeted content to large lists of subscribers with ease. If you run an eCommerce site, you can easily connect your store and start driving more sales with automated abandoned cart emails.
Digital marketing software example: ActiveCampaign
Price: Starting at $9/month; based on number of contacts
ActiveCampaign lets companies in nearly any industry automate almost any type of email marketing for business needs. The types of emails it specializes in include:
- Segmented emails based on any chosen factor(s), and created with easy-to-use automated and manual tags
- Triggered emails based on consumers’ actions, such as purchases, site visits, or engagement
- Date-scheduled emails
- Automated emails
- Email funnels
It’s more than just an email software, as it includes smart marketing automation tools that let you send messages at the optimum times. Track leads’ actions and sources, integrate with the rest of your marketing stack and key channels, quickly map if/then automation paths, and easily analyze the results. Plus, enjoy features similar to those included in a CRM.
Digital marketing software example: Respona
Respona is an all-in-one outreach platform with all of the necessary tools to set up and launch an email campaign of any kind, whether that’s for link building, digital PR, marketing, or even sales.
It’s integrated with Google for streamlined prospecting, and pulls metrics like Domain Rating and Ahrefs Rank directly from Ahrefs.
Respona is especially useful for link builders. The early, experimental version of the tool was used to help Visme scale their link building outreach efforts, helping the website gain over 2 million organic visitors per month.
Other popular digital marketing tools in this category: Moosend, MailChimp, Constant Contact, Sendinblue
How it helps: Automates marketing tasks throughout the customer journey, while maintaining a personal touch
As your customer base grows, you may find it hard to provide that valuable personal touch at scale. When properly implemented, marketing automation is like having an extra set of hands, eliminating repetitive tasks, such as:
- Data management/analysis
- Online ad placement
- Email campaigns
- Dissemination of social media posts
- Segmenting audiences throughout the sales funnel
Acting more as a virtual assistant than a simple support tool, marketing automation streamlines tedious tasks so marketers can spend more time on what matters – strategy.
Digital marketing software example: Keap
Price: Starting at $59/month; based on number of contacts
Keap automates your marketing, sales, and business processes all in one place, helping you stay organized while providing your team with the confidence they need to close more deals. It ensures every lead receives the right message at the right time automatically throughout their customer journey. Manage your sales process with custom pipelines and workflows, and improve your sales performance with detailed reports and insights – all with a few simple clicks.
Other popular digital marketing tools in this category: Autopilot, Marketo, Pardot, Eloqua
Website optimization and A/B testing
How it helps: Tests, analyzes, and optimizes landing pages and other website content
Thanks to A/B testing tools, you can make informed data-based decisions when it comes to which banner looks best, what color signup button is more enticing, or any other aspect of designing a landing page.
A/B testing tools fall under the umbrella of conversion rate optimization (CRO) software. These technologies work hand-in-hand to mold your digital presence into a finely-tuned converting machine. It’s amazing how some simple A/B testing can provide some significant gains.
Digital marketing software example: Crazy Egg
Price: $24-$249/month (with free trial)
Crazy Egg is a web-based optimization tool that offers heat mapping, A/B testing, and usability testing. Their A/B testing tool allows you to test unlimited variations on every single page of your site, just by adding a single line of code to each page you want to test on.
Once Crazy Egg recognizes a winner, it will automatically start sending more traffic to that variant of the webpage. The software also offers intuitive conversion tracking and reporting tools.
Digital marketing software example: Unbounce
Price: $90-$225/month (with free trial)
Unbounce is much more than a landing page builder – it’s a complete conversion rate optimization tool powered by AI. Its features include intelligent landing page design, A/B testing, and no-code connections with other favorite tools. Find out who converts on what landing page, and apply detailed results sooner to improve ROI.
- Smart Builder features use data-backed suggestions to improve your landing page layout and drive more conversions.
- Smart Copy taps into machine learning to suggest high-ROI landing page text.
- Smart Traffic analyzes lead data to route users based on device, browser, and more, and collects actionable insights for you to improve your landing page.
Other popular digital marketing tools in this category: Instapage, Optimizely, VWO
How it helps: Provides data collection and analysis at scale
Without having all the facts, it can be hard to know if you’re making the right marketing decisions. Creating a seamless customer journey is important, but so is tracking and analyzing all that data to paint a better picture of your company’s performance.
Business intelligence software pulls all the critical data from your different APIs, documents, and departments to provide your team with the holistic insights you need to plan your next move.
Digital marketing software example: Sisense
Price: Contact Sisense for pricing
Sisense helps everyone on your team make informed decisions using the right data. Their platform enables quick connection, analysis, and visualization of all your data channels into a single source of truth.
Other popular digital marketing tools in this category: YellowFin, Datapine, Looker
Content management systems (CMS)
How it helps: Allows you to publish content to the web quickly and easily
Back in the day, you would have to hire a developer or know your way around the back end of a website to even create a landing page. Coding know-how was a requirement for developing any web page. But that’s no longer the case. With companies like WordPress, Pixpa, Wix and Squarespace, you can create a whole website with a few clicks.
Digital marketing software example: WordPress
WordPress began as a blogging software in 2003, but quickly grew to become the most popular CMS. Today, it dominates the CMS market, with over 65% of CMS-based sites built with WordPress. It boasts thousands of plugins, widgets, and themes. All you need to create an account and build your first site is an email.
At first, their interface might seem a bit intimidating, but with a few plugins and a couple of YouTube videos, you can create a beautiful site like the pros.
Digital marketing software example: Pixpa
Price: $3-$24/month (with free trial)
Pixpa is an all-in-one platform for creators and small businesses to create beautiful, professional websites complete with a built-in online store, blog, and client galleries. Pixpa’s versatile platform has everything you need to showcase your work, share ideas and sell your wares online, without any coding knowledge.
Other popular digital marketing tools in this category: Drupal, Joomla, Wix, Squarespace
Content marketing strategy
How it helps: Develops a content marketing plan, helps you hire talent, creates and distributes content
Content marketing is a highly effective strategy to increase your visibility in search results, build brand awareness, and connect with your target audience. But there’s a lot that goes into planning and executing a solid content strategy – from production to distribution, and from measuring to optimizing. Thankfully, there are plenty of tools to help you every step of the way.
Digital marketing software example: Contently
Price: Contact for pricing
Contently streamlines all aspects of content strategy on a single platform, including content ideation, analytics, planning, creation, and distribution. Generate content topics that resonate with your audience, hire top-tier freelancers, and take advantage of a full suite of AI content optimization options. Then, easily determine what content your audience loves most, to drive repeatable results.
Other popular digital marketing tools in this category: Clear Voice, Cortex
How it helps: Draws users’ attention with stunning video
Nearly 80% of the content consumed on the internet is video. So, there’s no denying that people enjoy watching content instead of reading it. A massive challenge facing most small businesses is how to produce Hollywood-quality content on a local news budget. But with a little bit of practice and the right software, you can make stunning videos while saving time and money.
Digital marketing software example: Adobe Premiere Pro
Price: Starting at $20.99/month (with free trial)
When comparing the most affordable video editing tools out there, Adobe Premiere Pro is in a league of its own. It comes with such features as:
- Photoshop-level color correction
- Multicam option
- 360 VR support
- Custom titling & graphics,
- And so much more
While $20 bucks a month might seem like a hefty investment for something you only use a couple of times a month. When you see your stunning video, you’ll know it was worth it.
Other popular digital marketing tools in this category: Filmora, Lightworks, iMovie, OpenShot
Desktop publishing and design
How it helps: Creates visually compelling marketing material
As the years go by, the web keeps getting more and more visual. For marketers to survive, so must their collateral. Creative imagery and infographic design should have a place in every content strategy, and desktop publishing and design tools will help you design and alter the images you need.
Digital marketing software example: Canva
Canva is a cloud-based design platform, perfect for beginners. It provides users with a robust and intuitive drag-and-drop interface and access to over a million images, fonts, and graphics for quickly making any marketing material, including:
- Corporate brochures
- Visual charts
- Book covers
- Presentation backgrounds
As a productivity app built just for designers, Canva also offers a massive library of templates to help you start your design for quick and easy wins.
Digital marketing software example: Quicktools by Picsart
Quicktools by Picsart is an all-in-one productivity tool provider with all kinds of tools for images, videos, and documents. Quicktools makes it easy to create, convert, or edit a file in your browser without installing any applications, and everything is for free. Some tools let you remove a background from a photo, resize an image, convert a pdf to a jpg or choose a font or emoji. The tools and their use cases are endless. Quicktools makes your life easier and more enjoyable.
Digital marketing software example: Visme
Visme specializes in helping marketers make beautiful infographics and other data-driven images, but it doesn’t stop there. With this tool in your stack, it’s easy to create social images, short videos, and virtually any other visual content you need through intuitive templates. Plus, higher-level plans let you set up branding parameters, for a unified brand presence across all the images you create.
Other popular digital marketing tools in this category: Easel.ly, PicMonkey, Adobe Creative Cloud, PhotoShop
How it helps: Collaborate with all your team members on one platform, in a visual format
Whether you’re creating a presentation or document, producing any visual element requires more than back-and-forth messaging. Team members need to review studies, give specific feedback, and work through a number of renditions.
With visual collaboration software, you can speed up your creation process and work together with other members of your team – no matter where they are. These tools allow you to save templates, organize versions, and make notes anywhere on the file.
Visual collaboration software example: Xtensio
Xtensio is one of the most popular platforms to manage your team presentations and documents with ease. It lets you import a number of files, from web pages to slideshows. With a customized dashboard, users can create, share, and present live documents with other team members and clients. And the best parts: changes are saved automatically in the tool, and your data is encrypted.
Other popular visual collaboration tools in this category: Prezi, Google Sides, Quip, Keynota
Social media marketing
How it helps: Interacts in open dialogue with your users
Managing your social media can be time-consuming, but it doesn’t have to be. Keeping up with multiple channels and thousands of users, not to mention measuring the results, is no easy task. If your team is struggling to bridge the gap, your business may need social media marketing software. These tools can help you engage customers, schedule posts, monitor mentions, and keep track of conversations around your brand.
Digital marketing software example: Buffer
Buffer is one of the most well-known social media scheduling tools. The software makes it easy to share content and automatically schedule posts to Facebook, Instagram, Twitter, and LinkedIn. Not sure when’s the best time to post? Buffer can handle that, too. It also gives you in-depth insights and analytics for each post, letting you know what ideas are working and which ones you should pause.
Digital marketing software example: Loomly
Price: $26-$269/month (with free trial)
Loomly lets you create and manage organic social posts and social media ads, all from one platform. Preview any post type, including carousels and stories, before publishing, so you know exactly how it will look. Collect and organize assets, collaborate with your team to design and approve posts and ads, then schedule content whenever you’d like it to post.
Once posts are live, respond to comments on all platforms, right from the software. Then, take advantage of detailed engagement and analytics tools – which even let you compare content published outside of Loomly.
Other popular digital marketing tools in this category: Planoly, Later, Social Pilot, Sendible
Social listening (brand mention)
How it helps: Identifies branded conversations
Social media is excellent for building a solid brand and following. However, things don’t always go as planned, and sometimes you can develop a reputation for all the wrong reasons, scandals, bad service, or maybe a customer had a bad experience that was out of your hands.
Wouldn’t it be great if there was a way to track all the times’ people mention your brand on social media? Good news, there is, and that’s where social listening comes in.
Digital marketing software example: Sprout Social
Price: $89-$279/month (with free trial)
1. Discovery: allows you to search for keywords on Instagram and Twitter
2. Smart Inbox: is a repository of all your social media mentions
Sprout Social realizes that social media is the consumers’ world, and brands are just living in it. Its platform offers real-time brand monitoring to track direct messages and brand mentions. It streamlines everyday tasks using customizable workflows, saving your team valuable time while optimizing your performance.
Digital marketing software example: Brand24
Price: $49-$299/month (with free trial)
Brand24 tracks brand mentions across the internet, including social media, forums, reviews, blogs, and even video content.
It automatically analyze the sentiments of mentions, and segments them into positive, negative, and neutral, so it’s easy to respond promptly. In addition, it tracks the engagement your social campaigns receive, as well as the reach and volume of key hashtags.
Brand24 also takes pride in its top-tier customer support, calling it “not just a department,” but “the philosophy behind [the] entire company.”
Other popular digital marketing tools in this category: Brandwatch, Mention, BuzzSumo, Hootsuite
How it helps: Allows you to collaborate virtually while meeting face-to-face
According to a study by UCLA, as much as 93% of communication’s effectiveness is through nonverbal cues, while a study by Harvard Business Review stated that it found face-to-face requests to be 34% more successful than emails.
In the past few years, we’ve seen how essential video conferencing tools are for building better connections and trust, whether you are running a remote team or just hiring a freelancer.
Digital marketing software example: Zoom
Zoom is one of the most popular video conferencing tools on the market. Their free Basic Plan is perfect for any small business, allowing up to 100 meeting participants to chat for up to 40 minutes, providing users with a reliable cloud-based platform for collaboration, conferencing, webinars, and chat.
Other popular digital marketing tools in this category: Skype, Google Hangouts, GoToMeeting, HighFive, UberConference
How it helps: Integrates marketing experiences for events before, during, and after
Whether you’re hosting attendees in person, going the virtual route, or somewhere in between, promoting an event takes a lot of work. You don’t just need to get attendees to sign up – you also have to keep them engaged until the event, and deliver on your promise. That’s why all-in-one event management tools are so essential.
These tools help your team promote an event with custom invitations, engage with attendees via automated reminders, and analyze the results afterwards with detailed reports.
Digital marketing software example: Whova
Price: commission model
Whova’s all-in-one platform lets you easily manage your in-person, virtual, or hybrid event from start to finish. It provides you the flexibility to customize your funnel and opt in or out of certain functions, to better fit your needs.
Some of Whova’s key features include:
- Conference management software
- Attendee engagement solutions
- Logistic management tools
Other popular digital marketing tools in this category: Eventbrite, DoubleDutch, Event Farm, Attendify
How it helps: Manages projects, streamlines collaboration with team members, and helps you stay on task
The benefits of a project management system are endless. Project management software helps companies of all sizes with:
- Project planning
- Time management
- Resource allocation
- Transfers of management
Integrating the right project management tool is one of the most useful actions you can take to help your company become more competitive and organized.
Digital marketing software example: ProofHub
Price: Starting at $45+/month (based on number of users)
ProofHub is a team collaboration and project management tool that can be used by both in-office and remote teams. Project managers can use ProofHub to take charge of teams and projects, all from one place.
It’s easy to check the progress of your work through the Table view, Board view, and Gantt view. Real-time updates make sure that you receive important information on time, while a suite of powerful features under one roof ensures that you don’t need multiple applications to manage all your work.
Digital marketing software example: Teamwork
Team management is easy with Teamwork, a software loved by digital agencies and marketing teams alike. Use the board feature to easily manage your content calendar, or use task lists to assign individual digital marketing tasks (like keyword research or campaign optimization). You can also set clear goals and deadlines, to help your team see what they need to do to get your campaigns and projects off the ground.
Digital marketing software example: Jotform Sign
Price: Offers a limited free plan. Paid subscriptions start at $34/month
Jotform Sign is an e-signature tool that allows you to create customized documents and collect signatures securely. With this tool, you can automate your document process and eliminate the manual tasks that slow down the signing process.
It has a wide range of form field types which makes it easier to customize your documents and make them suitable for every agreement. You can share the documents with your signers by simply generating a public link.
Other popular digital marketing tools in this category: Trello, Asana, Airtable, Pipefy, Wrike
How it helps: Monitors users’ online reviews and promote positive experiences.
Most users scan reviews before making a purchase, and 86% of customers won’t buy from a business with bad or negative Google reviews. The good news is that there are plenty of great online reputation management (ORM) tools out there to help quickly scan, manage, and promote your reviews.
Digital marketing software example: ReviewBuzz
ReviewBuzz lets you request customer reviews with one click using text messaging. It’s easy to direct customers to the review sites you want to focus on using this tool, so you can strategically build and manage your reputation. Sort and scan reviews in several different ways, and receive alerts so you can quickly address negative reviews. Plus, you can easily integrate with other software to automate review-related processes.
Digital marketing software example: ReviewTrackers
Price: Contact for pricing
ReviewTrackers streamlines the review generation and management process. It lets you request and aggregate reviews from multiple sources, and streamlines the review response process with templated but personal replies. In addition, it’s a hybrid review and brand mention software, as it alerts you to both reviews and mentions on social media. Use all of the ReviewTrackers data to analyze voice-of-the-customer trends and rapidly act on feedback.
Other popular digital marketing tools in this category: Podium, Trustpilot, Yext
To ensure your online marketing plan succeeds in today’s competitive landscape, you’ll have to use the right tools at the right time. Of course, there are a ton of choices available, so take your time and research what software solves your problems.
It’s also important to realize that tools won’t do all of the work for you. Regardless of your industry or size, you also need a solid marketing plan in place. If you’re just starting off or revamping your current strategy, a good place to start is focusing on competitor research, onsite SEO, social media, and content production.