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FrontRunners 2022
Create, send and measure bulk emails sent to your contacts. In addition to core email marketing and communication features our software includes automated CASL compliance, advanced data security, highly customizable subscription m...Read more about Envoke
Jumplead is a cloud-based marketing automation solution that assists marketers in email marketing, creating landing pages, contact management and lead management. This solution is suited for small and midsize businesses (SMBs). ...Read more about Jumplead
Blitz is a cloud-based customer relationship management (CRM) solution that caters to small and midsize businesses and helps them to manage their interactions with existing and potential customers. It can be tailored to suit busin...Read more about Blitz
PlanPlus Online uses the Franklin Covey business planning methodology to help organizations and professionals in real estate, insurance and finance sectors manage both time and customers. The system provides an all-in-one sol...Read more about PlanPlus Online
BenchmarkONE (formerly Hatchbuck) is a sales and marketing solution designed for small to midsize businesses. The integrated solution offers combined sales automation, marketing automation and email marketing features. BenchmarkON...Read more about BenchmarkONE
Keap (formerly Infusionsoft) is a cloud-based sales and marketing solution that offers customer relationship management (CRM), marketing automation, and e-commerce functionalities in one suite. Keap helps small businesses across v...Read more about Keap
LeadMaster is a SaaS-based all-in-one lead management solution that offers capabilities to capture, track and follow up with leads. The solution comprises of integrated modules for sales force automation, customer relationship man...Read more about LeadMaster
OptifiNow is a modular Sales Automation platform that streamlines the day to day activities of sales professionals. By offering the system on a modular basis, clients can adapt the solution to meet their specific needs. The system...Read more about OptifiNow
Sage CRM is a cloud-based customer relationship management solution designed to help small and midsize businesses optimize their customer experience by offering tools to manage new and existing client relationships. Applications i...Read more about Sage CRM
SAP Customer Experience is a cloud-based customer relationship management solution that helps small and mid-size businesses manage communication and interactions with existing and potential customers. It helps businesses to manage...Read more about SAP Customer Experience
Workbooks offers growing companies a SaaS platform to run their business and engage with their customers – at an affordable price. Workbooks designs, develops and implements its own software, which is targeted specifically at mid-...Read more about Workbooks
Established in 2008, Act-On is a comprehensive marketing automation tool designed to offer a complete suite of applications, including email marketing, website visitor tracking, lead management, social media management, reporting ...Read more about Act-On
Experiture is an integrated hybrid marketing automation and customer engagement solution that caters to small and midsize businesses across various industry verticals and helps them to create and manage marketing programs across e...Read more about Experiture
Adobe Marketo Engage is as a centralized marketing hub for orchestration and execution of cross channel campaigns to acquire, engage, nurture, expand and retain customers, throughout complex buying journeys. Marketo Engage facilit...Read more about Marketo Engage
FrontRunners 2022
SharpSpring, a Constant Contact company, is a revenue growth marketing platform that helps small businesses generate leads, improve conversions to sales, and drive higher returns on marketing investment. Our innovative platform, o...Read more about SharpSpring from Constant Contact
eTrigue is a technology-enabled marketing services and software provider for demand generation operations. eTrigue's marketing-as-a-service (MaaS) provides professional engagement and campaign development solutions designed to cre...Read more about eTrigue DemandCenter
ActiveDEMAND is a cloud-based marketing automation solution that caters to marketing agencies and helps them to create and manage their marketing campaigns. The solution includes marketing automation functionalities for small busi...Read more about ActiveDEMAND
Net-Results is a cloud-based marketing automation solution for small, midsize and large businesses. Primary features include lead management, lead scoring, marketing list management, email builder, social media management, insight...Read more about Net-Results
Pardot, a Salesforce company, is designed for organizations that primarily focus on business-to-business (B2B) sales and marketing automation. This email marketing system offers automated support for the longer timespan and multi-...Read more about Pardot
HubSpot is a leading growth platform. Over 52,000 total customers in more than 100 countries use HubSpot’s award-winning software, services, and support to transform the way they attract, engage, and delight customers. Marketing H...Read more about HubSpot Marketing Hub
With marketing software becoming ever cheaper and easier to deploy, businesses are finding themselves in the market (pun intended) for a new or updated system. This is especially true of small and midsize businesses (SMBs), who are adopting marketing software at a rapid rate.
Smaller companies may have avoided spending money on such software in the past, either because they lack a dedicated marketing department or the resources to afford a marketing system. These days, though, you'd be foolhardy not to invest in marketing software that can allow your business to run its own marketing campaigns without any outside help—even if your marketing “department" is just one person.
“Small business marketing software" is not a specific type of marketing software, so much as it is a general set of marketing software that caters to smaller businesses with fewer monetary and marketing resources.
This guide will help you pick the best marketing software option for your own small business.
Here's what we'll discuss:
What Is Small Business Marketing Software?
What Makes Small Business Marketing Software “Small"?
Common Features of Small Business Marketing Software
Marketing software (as we note in our marketing software Buyer's Guide) helps organizations perform the following functions:
What small business marketing software does, then, is provide these features on a smaller scale to smaller businesses. In practice, this doesn't look any different from any other type of marketing software; it's just a matter of which features you choose and the size of your budget.
Rather simply, small business marketing software is just marketing software that is used by a small business. What differentiates it as “small business" software is that smaller businesses won't be looking for the expansive software suites provided by some vendors, and will instead want to choose between tighter, more focused packages that provide only the key features needed by a small business.
Small businesses may not need all of the features of a larger organization, at least at first. In fact, many companies may simply be looking to automate marketing tasks or to have a dashboard through which they can track their email marketing campaigns and manage their social media. Fortunately, many vendors will let you decide what features you want as a part of your package, so that you don't need to spend money on functionality you're not yet ready to utilize.
Most vendors don't cater specifically to small business, but they will provide beginner packages for small businesses which can be upgraded at a later date, as that business grows. This means that you need to not only find the perfect marketing software vendor for your business, but also explore their offerings to find the exact right set of functions and features for your own specific needs.
Below is a table listing some of the most common features of small business marketing software.
As discussed above, these are features that will be a part of marketing software for all business sizes, but that small businesses will find particularly useful. Other features will be available as a business grows, which you can learn more about in our marketing software Buyer's Guide.
Marketing automation |
This is the key feature of marketing software. It helps business develop, execute and track marketing campaigns. It will also automate workflows, track prospect behavior and qualify leads. |
Lead generation |
Automates the capture, segmentation and assignment of leads to improve targeted marketing communications and shorten sales cycles. |
Lead management |
While lead generation automates how you can find leads, lead management automates the movement and tracking of those leads you've already discovered through the life cycle from acquisition to conversion. |
Email marketing |
Create, send and track email campaigns and autoresponders. |
Social media management |
Create, launch and administer social campaigns and promotions, as well as to manage creative assets on social media platforms. |
Social media monitoring |
Identify words used in association with brands, and locate where on social media platforms these conversations are occurring. |
Social media analytics |
Measure campaign performance and impact, and track a brand's share of voice across social channels to determine how effective social media efforts are. |
Mobile marketing |
Handle the routing, management and delivery of SMS messages and campaigns. |
Marketing analytics |
Measure marketing activities across multiple online and offline channels to get a view of those channels' return on investment (ROI). |
As you can see, a great deal of marketing software focuses on creating and managing campaigns, as well as tracking and analyzing the success of those campaigns. A tracking and reporting page of that kind may look like this:
Delivra's tracking/reporting page
Other factors to take into consideration when picking the best small business marketing software for your business include: