Product Marketing Tools

Here are some software tools that should be in every product marketer’s toolkit broken down by category and how you can leverage them.

Product Analytics

Define core product marketing KPIs and funnel stages as events and attributes in the product analytics software used by your Product team.

• Mixpanel

• Looker & Google Analytics

• Hotjar

• Firebase

• Segment - This is the most popular Customer Data Platform (CDP) but there are more affordable alternatives like Bloomreach, Rudderstack etc.

Project Management

Create a product marketing board to keep track of your projects. Create, assign and update tasks for your team. Build an internal knowledge base where you store your go-to market plans, market and competitive intelligence work for Product, Marketing and Sales teams.

• Jira

• Confluence

• Airtable

• Trello

• Notion

In-App Activation and Product Adoption

Build in-app modals, banners and walkthroughs to educate users and enable faster feature adoption and onboarding. Tailor to various customer segments.

• Appcues

• Beamer

• Chameleon

• WalkMe

Experience Management

Use for customer research, NPS scores and feature perception.

• SurveyMonkey

• Qualtrics

Sales Enablement

Contribute to sales pitches, decks, playbooks, objection handling documents and product-led sales strategy.

• Gong

• SalesLoft

Email / Content Marketing and CRM

Create email and content marketing. Test your messaging.

• Mailchimp - CRM, email

• Hubspot - CRM email

• Unbounce - for making landing pages

• Optimizely - for A/B testing and multivariate

Competitive Intelligence

Gather insights on the market, customers and competitors.

• Feedly - to track keywords & topics within your industry

• SimilarWeb - to benchmark your SEO and PPC performance

• Particl - to see real-time product sales and pricing data from websites