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June 4, 2019

22 Must-Know Product Marketing Tools [2020 Edition]

By Aggelos Mouzakitis

This is a list of the 20 BEST product marketing tools for ambitious product marketers.

The best part?

That all these proven tools work great in 2020.  

In this list you’ll find the right tools for:

  • Project Management & Team Collaboration Tools
  • Product Competitive Analysis Tools
  • Prototyping Tools
  • Landing Page Creation Tools
  • Lead Generation Tools
  • Conversational Marketing Tools
  • Analytics Tools
  • Email Marketing Tools
  • A/B Testing & Experiment Tools

So, without any further ado, let’s dive right in!

Product Marketing Tools

  1. Airtable
  2. WhatRuns
  3. Google Sheets
  4. Trello
  5. Typeform
  6. MockFlow
  7. Instapage
  8. Witeboard
  9. UsabilityHub
  10. Hotjar
  11. Hello Bar
  12. Drift
  13. Close
  14. ActiveCampaign
  15. Autopilot
  16. Ahrefs
  17. Productboard
  18. Mixpanel
  19. Optimizely
  20. Limecall
  21. Maze
  22. Product Marketing Alliance

1. Airtable

Image Source: Airtable

This is the first tool I have for you.

According to its website, Airtable is:

“Part spreadsheet, part database, and entirely flexible…”

You can use it to share files with your team, keep everything in order, and collaborate in a flexible way.

The best part?

That Airtable integrates with many other apps (i.e. Hubspot CRM, Mailchimp) and tools through Zapier.

Thus, the possibilities you have and the combinations you can make are endless.

Category:  Project Management & Team Collaboration Tools

Best Feature: Ready-to-use templates

Cost: Freemium—Paid plans start at $10 per month

Website: Airtable

2. WhatRuns

Image Source: WhatRuns

Are you a Chrome fan?

If you are, I have good news for you.

WhatRuns allows you to take a look at the technologies your competitors are using on their website.

This way, you’ll know what their marketing stack is (besides Google Analytics!) and how you can use some of their technologies to optimize your performance.

Cool, right?

The best part is that this Chrome Extension is free.

No cost and no obligation whatsoever.

Category:  Product Competitive Analysis Tools

Best Feature: N/A

Cost: Free

Website: WhatRuns

3. Google Sheets

Image Source: Google Sheets

Many marketers will tell you that Google Sheets is a great software.

What makes it so special?

The fact that you can collaborate quickly with your team and clients. Google Sheets are ideal for:

  • Sales teams to create customer data sheets
  • Customer success teams to keep track and analyze customer feedback
  • Product marketing teams to keep information like product messaging in one place
  • Marketing teams to save and edit information about their marketing campaigns
  • Content marketing teams to automate tasks like keeping a track of social post updates

Also, Google is continuously adding new features to its Google Suite, which makes the software even more powerful.

If you are not using it already, I suggest that you start using it.

Trust me; it is worth it.

Category:  Project Management & Team Collaboration Tools

Best Feature: Connect with apps and tools through Zapier

Cost: Free for non-branded domains

Website: Google Sheets

4. Trello

Image Source: Trello

If you are a product marketer, then you might have heard of Trello.

So what is Trello?

It is an amazing tool for collaboration and project management in a fun and flexible way.

I want to be clear about something: Trello is not as advanced as Asana or Jira, but it’s great for small teams that want to stay on top of their game.

Make sure to check it out.

Category:  Project Management & Team Collaboration Tools

Best Feature: Copy Card to Boards or Lists

Cost: Freemium—Paid plans start at $9.99 per month

Website: Trello

5. Typeform

Image Source: Typeform

Typeform is a great way to gather customer and user feedback.

It is an essential tool for every product marketer or product manager.

It has an easy-to-use interface, and anyone can set up a survey regardless if they are tech savvy or not.

You can customize your survey so that it follows your brand guidelines and add personalization fields to make it more interesting.

Typeform is a tool you MUST have in your toolbox.

Category:  Customer Satisfaction Tools

Best Feature: Send your survey responses to a Google Sheet through Zapier

Cost: Freemium—Paid plans start at 25€ per month

Website: Typeform

6. MockFlow

Image Source: Mockflow

Very often, you may have to create a landing page or a feature-related page for your product.

You may even have to visualize it to present it to your CEO or team.

MockFlow is the best and quickest way to brainstorm UI ideas.

Even though this tool can be more useful for a UI and UX designer, it can also be helpful for a product marketer.

I highly recommend that you use it the next time you want to brainstorm your marketing or product ideas. 

Category:  Prototyping Tools

Best Feature: Custom wireframe fonts

Cost: Freemium—Paid plans start at $14 per month

Website: MockFlow

7. Instapage

Image Source: Instapage

As you probably know already, there are many landing page creation tools.

Some of them useful, and some of them not.

Similar to Unbounce, Instapage is an industry standard; an amazing tool to set up landing pages in minutes.

You can set up landing pages for:

  • Lead generation
  • Conversions
  • Validation

Category:  Landing Page Creation Tools

Best Feature: Conversion analytics

Cost: Starts at $99 per month

Website: Instapage

8. Witeboard

Image Source: witeboard

Here is another collaboration tool I have for you.

With Whiteboard, you can start drawing and share your design with your team in real-time.

It can be extremely useful in meetings where you want to visualize an idea or concept with ease.

Make sure to check it out, and let me know how it goes!

Category:  Project Management & Team Collaboration Tools

Best Feature: N/A

Cost: Free

Website: Witeboard

9. UsabilityHub

Image Source: UsabilityHub

According to its website:

“UsabilityHub is a remote user research platform that takes the guesswork out of design decisions by validating them with real users.”

Many times, product and marketing teams put too much effort into a project, a feature launch or a special promotion, only to see it going unnoticed after a while.

The reason?

They haven’t tested enough.

UsabilityHub is your all-in-one solution for user testing and usability research.

Category:  A/B Testing & Experiment Tools

Best Feature: Split testing

Cost: Freemium—Paid plans start at $79 per month

Website: UsabilityHub

10. Hotjar

Image Source: Hotjar

Before I delve any further, I want to be clear about something:

Hotjar is one of the most AMAZING tools ever made.

If you are a product marketer, you need to start using it.

From heatmaps, to screen recording and conversion funnels, Hotjar is an analytics tool that can help you understand:

  • What users like and don’t like about your pages
  • Which areas need improvement
  • What makes people bounce from your website
  • Which areas are more aesthetically appealing to users
  • Improve your customer journey based on the actions users take

I highly recommend that you add it in your product marketing stack.

Category:  Analytics Tools

Best Feature: Screen recordings

Cost: Freemium—For more than 5,000 pageviews per day, pricing is 89€ per month

Website: Hotjar

11. Hello Bar

Image Source: Hello Bar

Hello Bar is a way to make important announcements about your business, with a simple bar at the top of your page.

You can add CTAs, generate traffic and leads, and get people to visit another page that is important to you.

Here are some ways you can use it:

  • Product launches
  • Special offers and promotions
  • Changes in your product features

Many SaaS companies are successfully using Hello bar to inform their visitors about their product and marketing news.

You can use it, too!

Category:  Lead Generation Tools

Best Feature: A/B testing

Cost: Freemium—Paid plans start at $29 per month

Website: Hello Bar

12. Drift

Image Source: Drift

In our blog, we’ve mentioned Drift many times.

It’s an alternative to Intercom that we’ve mentioned it as a validation example, and the example of a company that has found a product-market fit.

Drift is an amazing tool to start conversations, build customer relationships with your website visitors and turn conversations into sales opportunities.

Every product marketer should be using to get one step closer to her potential customers and users.

Make sure to check it out!

Category:  Conversational Marketing Tools

Best Feature: CRM integrations

Cost: Pricing starts at $400 per month

Website: Drift

13. Close

Image Source: Close

Close (prev. is a CRM toolbox that offers lead management, Email sequences, predictive dialers, and many more exciting features.

Close is also one great example of product marketing.

The team has created and published many eBooks, guides, how-to videos, and blog posts that will help you learn the in’s and out’s of their product, but also understand things like cold Email or Email follow-ups in great depth.

It’s a tool that will help both you and your sales team get better results from your efforts.

Category:  CRM & more

Best Feature: Custom reporting graphs

Cost: Pricing starts at $65 per month (monthly billing)

Website: Close

14. ActiveCampaign

Image Source: ActiveCampaign

ActiveCampaign is a marketing automation tool, ideal for your product team and product marketing team.

Now, this tool is not so useful for beginners as it is for more advanced marketers.

The complexity of its advanced features makes it ideal for more advanced product marketers, so keep that in mind if you want to use it.

All in all, the flows and automation you can build is impressive and can be very useful for your business.

Category:  Email Marketing Tools

Best Feature: Lead scoring

Cost: Pricing starts at $99 per month

Website: ActiveCampaign

15. Autopilot

Image Source: Autopilot

Autopilot is a cool way to automate different marketing actions efficiently.

You can visualize the flows you are building and have an overview of the different steps users take to become your customers.

If you want to better understand the customer journey and build strong customer relationships by being more present for your customers, you need to use it.

It has many exciting features that you have to discover.

Category:  Marketing Automation Tools

Best Feature: Templates

Cost: Pricing starts at $99 per month

Website: Autopilot

16. Ahrefs

Image Source: Ahrefs

I’ll keep this one short.

Ahrefs is the BEST competitive analysis tool for product marketers. Period.

If you are serious about analyzing your competitors and learning from them, you have to sign up for one of their paid plans.

Check it out now.

Category:  Product Competitive Analysis Tools

Best Feature: Site Explorer

Cost: Pricing starts at $99 per month

Website: Ahrefs

17. Productboard

Image Source: productboard

According to its website, productboard is:

“The product management system that helps you understand what users need, prioritize what to build and rally everyone around your roadmap.”

It’s a must-have for product marketers and product managers.

Category:  Project Management & Team Collaboration Tools

Best Feature: Research repository

Cost: Pricing starts at $49 per month

Website: productboard

18. Mixpanel

Image Source: Mixpanel

If you are thinking about product analytics, then you think of Mixpanel.

Mixpanel is the industry standard when it comes to product analytics.

This high-quality platform is a must-have if you are serious about product analytics.

Mixpanel will help you understand your users better and serve them in a more meaningful way.

If you are a post-product-market fit company, you should definitely use it.

Category:  Analytics Tools

Best Feature: Retention

Cost: Check pricing here

Website: Mixpanel

19. Optimizely

Image Source: Optimizely

Optimizely is the best tool for A/B testing.

With clients like IBM, GAP, American Express, and eBay, Optimizely is a tool you can trust.

And since product marketing involves experimentation, I am sure that this tool will be quite useful.

Category:  A/B Testing & Experiment Tools

Best Feature: Multi-page experimentation

Cost: Talk to a sales expert here

Website: Optimizely


20. Limecall

Limecall is a Lead Generation software that will basically the smartest way to generate and convert inbound leads instantly into qualified sales meetings and sales calls with Click-to-Call, Call Tracking, Voice Automation, and Call Scheduling.

The widget is customizable and you can use it to serve different purposes by placing it on different pages, like, the landing page or the pricing page.

Another good thing about the tool is that you can integrate it with many different apps, like Hubspot CRM, Slack etc.

Category: Sales & Marketing Tool

Best Feature: Callback within 28 Seconds

Cost: Freemium – Paid Plans start at $35

Website: Limecall


21. Maze

Maze is the rapid testing platform connecting product marketers with user insights.

Empower product marketing teams with actionable, quantifiable user insights to inform go-to-market strategies and product decisions. Run user tests or surveys to validate concepts, messaging or copy at any stage of the creative process and communicate results easily with stakeholders.

Key use cases:

  • Concept testing
  • Content/copy testing
  • Preference testing
  • User surveys

Category: Product Marketing Tools

Best Feature:  Testing

Cost: Freemium – Paid Plans start at $42

Website: Maze


22. Product Marketing Alliance

Product Marketing Alliance was founded in February 2019 with a mission of uniting product marketers across the globe. And it’s done just that. Now home to a 20,000 strong community of enthusiasts, PMA are continuing on their mission to elevate the role of product marketing through events, articles, podcasts, courses, memberships & more. 

Category: One-stop-shop for PMM advice, education & community

Best Feature: 1000s of pieces of content freely accessible from podcasts to articles and a truly global Slack community

Cost: multi-tier – join the Slack community and access extensive content free of charge or upgrade to a paid Pro ($299/pa) or Exec ($499) Membership Plan

Website: Product Marketing Alliance


Now It’s Your Turn

So there you have it.

Now you know what are some of the must-have tools for product marketers in 2019.

Before I leave you, I want to be clear about something:

These product marketing tools are great, but you need to test them first.

When you test them, you’ll be able to shortlist the ones that work best for you.

Now I turn it over to you.

Which one of these tools are you going to use first? Is Airtable or maybe Optimizely?

Either way, let me know by leaving a comment below!

People Who Read This Article Also Read:

  1. The Only 12 Product Marketing Courses You’ll Ever Need
  2. 5 Winner Product Marketing Strategies to Replicate
  3. Data Enrichment Tools: The Complete List for 2019
Aggelos Mouzakitis

Aggelos is the founder and Growth Product Manager of Growth Sandwich. He is among the first Customer-led experts in the world, leveraging advanced, Jobs-to-be-done customer research to orchestrate and guide Growth for B2B SaaS companies. A- and B- series SaaS are hiring him to organise, design and execute programs that infuse the whole company with qualitative data, empathy and the necessary knowledge to address any growth dilemma. In the last 4 years, he has worked with more than 100 SaaS companies and trained literally, thousands through my physical and online courses.