What is Marketing Software and How Does It Work?

What is Marketing Software

Simply said, marketing software is any digital solution that assists you in guiding a customer through the sales funnel, from awareness to interest to decision to action.

Depending on where the customer is in the “Should I buy this?” thought process, marketing software will often focus on one of these sales “funnel” layers and help you speak to them in the best possible way.

Social media advertising assistance or market research applications are examples of marketing tools that can help with awareness.

Building interest: Email newsletter tools or influencer outreach are examples of marketing software that can help you build interest.

Apps that activate a coupon code if a user leaves their e-shopping basket or that give algorithms for customized product recommendations are examples of marketing software for the decision phase.
Payment apps, e-receipt automation, and feedback/review tools are examples of marketing software for the action (moment of sale).

As you can see, marketing software has a wide range of applications. Now I’ll take you through 15 different types of marketing software, explaining what they do and how they may benefit you.

1. Social Media Marketing Software

For entrepreneurs all around the world, social media marketing has become one of the most effective ways to sell their products and services.

Brands utilize real-time advertising and lead nurturing on social media platforms like WhatsApp, Facebook, and Instagram. Platform-specific (e.g., WhatsApp marketing software for text promotions or customer support assistance) or platform-inclusive social media marketing software is available (ie. general social media scheduling software that pushes posts to multiple sites simultaneously).


The scope of social media marketing software is as broad as the social media networks themselves. Do you require assistance with the creation of targeted advertisements? What about graphic design for blog posts? To better engage your audience, consider posting on a regular basis. You are in charge of deciding this and then selecting the program that best meets your requirements.

Some examples of social media marketing software include:

  • Hootsuite
  • Sprout Social
  • Sendible
  • SocialPilot

2. Email Marketing Software

In 2019, 3.9 billion persons said they used an email platform, with that number predicted to rise to 4.3 billion by 2023. With email marketing solutions, you can keep your address list up to date on sales and new goods, keep past customers aware of your brand, and send out corporate information such as awards or events to interested parties.

This is a terrific approach to stay in touch with old clients; after all, maintaining an existing relationship is nearly always less expensive than developing a new one.

Email marketing software is useful since it takes care of all of the coding and design for you. All you have to do now is enter your information and select a delivery date. You have the option of sending it right now or scheduling it for later.

The following are some examples of email marketing platforms:

  • Mailchimp
  • Sendinblue
  • ConvertKit
  • Constant Contact
  • Drip
  • Aweber
  • GetResponse

3. SMS Marketing Software

With the number of time consumers spend on their cell phones, most businesses have realized the potential of SMS marketing. SMS marketing software is an excellent approach to reach people where they are and develop the most intimate relationships possible—after all, having someone’s personal phone number is a privilege!

The ideal SMS marketing software will be a marketing automation platform that elegantly organizes the information you’re wanting to send and then sends it to a specific audience based on your instructions. If you don’t do your homework and come up with an intriguing and convincing copy, your message may be misconstrued as spam.

Answer customer queries, provide promotions and coupons, announce events, manage drip campaigns, solicit comments or poll your audience, and distribute multimedia ads with SMS marketing solutions.

Remember that, just like with email, you’ll need the user’s express written authorization to send them SMS marketing materials. Allow them to opt-in in person, online, or via social media prompts.


The following are some examples of SMS marketing automation tools:

  • UltraSMSScript
  • Sendinblue
  • Bulk SMS Text Messenger
  • Trumpia
  • Atomic SMS Sender
  • TextMagic

4. Influencer Marketing Software

Influencer marketing is still an effective marketing tactic in a variety of industries. Companies rely on internet influencers’ popularity and trustworthiness to act as brand ambassadors and promote their products to an audience. When people witness their favorite celebrity (or celebrity) using a product or service, they become more likely to trust that company.

Influencer marketing has evolved in the modern world from the traditional worldwide celebrity marketing system to include persons who are just famous in a certain geographical area or niche internet community. People who have acquired a large social media following and can persuade prospects to invest in specific products are part of this system.

Influencer marketing software assists businesses in identifying, establishing, and maintaining effective working connections with celebrities and social media experts in order to spread marketing content and promote their brands.

The following are some examples of influencer marketing software:

  • Pitchbox
  • Node App
  • Klear
  • FamePick
  • Onalytica
  • Heepsy
  • Socialix
  • Tribe Dynamics

5. Content Marketing Software

The expression “content is king” is certainly familiar to you. That is due to the fact that it is correct. Everything from blog entries to long-form articles, email marketing, social media material, videos, infographics, e-books or whitepapers, press releases, and more is considered content marketing.

You’ll note that content marketing connects to some of the other marketing strategies we’ve discussed thus far. That’s because, at some point or another, every marketing strategy or campaign will need to create content.

Content marketing affects everything you do, which is why some teams use content marketing software to manage and magnify the development process. For each campaign and platform, this type of tool will assist you in brainstorming, designing, reviewing, proofing, revising, and approving marketing materials.

It’s possible that content marketing software will conflict with other solutions you’re already utilizing. Mailchimp, for example, may be used for both email marketing and content marketing. This is a fantastic method to get more out of the tools you pay for or put work into.

The following are some examples of content marketing tools:

  • Feedly
  • OptinMonster
  • Tailwind
  • Buffer
  • AnswerThePublic
  • CoSchedule Headline Analyzer
  • MozBar

6. Software for Multi-Level Marketing

Multi-level marketing software is tailored to meet the needs of MLM business owners. Various multi-level marketing solutions, such as streamlining sales, remuneration, distribution, downlines, uplines, training programs, and internal communication, are intended to meet their needs.

These network marketing organizations require a two-pronged approach since they are promoting to both paying clients and potential entrepreneurs interested in joining the sales team. MLM software can assist in handling multiple communication streams at the same time.

The following are some examples of multi-level marketing software:

  • Cloud MLM
  • MLM Software Central
  • Rallyware
  • Infinite MLM Software
  • MarketPowerPRO
  • Plexum
  • Hybrid MLM

7. Affiliate Marketing Software

Most businesses would struggle to reproduce their marketing efforts and reach out to consumers in multiple geographic places if affiliate marketing and affiliate marketers did not exist.

Affiliate marketing allows companies to enlist the assistance of affiliate marketers to sell their products and services on their behalf. Affiliate marketers for a certain brand receive commissions or flat rate payments each time a customer purchases a product or service using affiliate links that are unique to each m arketer.


Affiliate marketers rely on the audiences they’ve built across a variety of platforms, including email lists, blogs, websites, e-commerce stores, and social media, to strategically insert relevant material and connect to the company’s online store or website.

The following are some examples of affiliate marketing software:

  • Referral Rock
  • Post Affiliate Pro
  • Scaleo
  • Partnerize
  • Circlewise
  • AffiliateWP
  • Pepperjam Ascend

8. Software for Digital Marketing

Digital marketing is the use of digital technologies to advertise items and services to a larger audience in various geographical regions.

Because this type of software is so versatile and extensive, it may be used to cover a wide range of marketing activities, including social media marketing, certain types of content marketing, email marketing, affiliate marketing, and more. If it’s online, it’s digital, according to the rule of thumb.

Some of the most popular marketing tools fall within this category:

  • HubSpot
  • SEMRush
  • Mapify360
  • Marketo
  • Campaign Monitor
  • AdRoll

9. Software for Customer Relationship Management

Customer relationship management software aids firms in capturing, storing, retrieving, and using customer data for effective lead management as well as analyzing marketing analytics and data.

Each CRM software program assists a firm in storing client information such as email addresses, addresses, names, job titles, and the companies for which they work. Some CRMs can log client interactions, follow-ups, and other details.

The following are some examples of CRM software that are widely used:

  • Zoho
  • Freshworks CRM
  • Salesforce
  • Keap
  • Less Annoying CRM

10. Attribution Marketing Software

When firms utilize attribution software, they can track the full customer journey from the moment they first engage with an advertisement to the moment they buy a product or service.

This allows you to learn about any roadblocks the client encountered along the journey, what factors influenced their choice to buy, and how they interacted with the firm and product during the process. It aids in identifying areas where the company’s marketing platform can be improved.

The following are some examples of attribution software used in marketing automation:

  • CallRail
  • ActiveCampaign
  • Pardot
  • SharpSpring

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