5 Best Marketing Software for Small Business

Small business owners are responsible for a number of tasks that can take a lot of time. Running a business often involves managing a team, overseeing customer service and other various activities, and making sure the word gets out about the company and what it offers to its target audience. In order to make the most of your small business budget while generating awareness, you may be considering adding marketing software to your tool arsenal. Understanding the software options can help you determine which will fit best with your expectations and needs.

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What Can Marketing Software Do?

In the past, advanced marketing tools were only available to large companies that had the budget to pay for them. In today's world, even a small business owner without a large marketing budget can generally afford a marketing software option that will include the tools needed to connect with current and potential customers in a personalized and logical way. One of the most appealing aspects of marketing software is its ability to automate many of the processes that can take a lot of time, including lead generation, nurturing, and follow-up actions.

Marketing software programs can also provide insights into your business marketing activities through customized reporting. Additional tools include those designed to execute email campaigns and manage time more efficiently. By using this type of software, it becomes easier than ever to connect with clients in a more personal and targeted manner. You can save time and resources by putting more of the marketing tasks you're handling into the software, rather than trying to handle the steps manually.

The Importance of Marketing Software

Without marketing software, owners of small businesses may not be able to reach their customers as easily or efficiently. Putting together an online marketing campaign could take hours or even days, especially if you're combing through lists and manually inputting information to push it live. If you're trying to send an email through your own inbox, you won't know who has opened it or engaged with it. Automated software can eliminate all of these hurdles associated with contacting your customers, giving you insights into what marketing activities are working and which ones could use some improvement.

According to a survey performed by Statista in 2018, 91% of users of marketing automation software report that technology is very important to their overall marketing success. Among companies whose marketing activities contribute to over half of the sales leads, 58% have adopted some type of marketing automation. The top benefits from business owners include timely communication, increased customer engagement, more opportunities, upselling, and time savings.


Best Marketing Software Options

HubSpot Marketing

HubSpot is one of the top options for small business owners. It's an advanced software option that includes tools for web design, building email marketing campaigns and landing pages, reporting, publishing content, and integrating with other systems. You can also use the built-in social media and SEM suggestions to drive traffic and share content with targeted audiences. Contact forms, A/B testing, and lead generation and assignment all make it easier to develop successful marketing strategies and campaigns.

HubSpot is an excellent option for businesses of all sizes, especially because it has available courses to teach business owners and others in the company about specific tasks associated with marketing. You can get certified in certain marketing skills, allowing you to become an expert in this area. Pricing varies depending on the number of email lists and contacts you have and the number of tools you want included in the solution.


Delivra is another appealing marketing software for small business owners who focus more heavily on email marketing. The platform is built on the idea that automated emails are opened about 95% more than standard emails, as well as maximizing engagement on your emails. Integrated tools include assistance with email drip and text message campaigns, tracking of email open rates, alerts regarding purchase and engagement tendencies, and A/B testing with clear results and outcomes.

Delivra has a drag-and-drop editor that simplifies the building of email campaigns, even if you have no experience with coding and design. If you want to tie your business marketing efforts to e-commerce tools, such as an online storefront, Delivra integrates with many different systems to re-engage and segment those who visit the site. The pricing of this software option is flexible, allowing small business owners to pay for what they need. You can get a free demo and the starting price is $100 per month, with higher pricing for more advanced tools.


When it comes to tracking your online presence, RankActive is a leader. This all-in-one toolkit allows you to monitor competitors, follow your brand online, and enhance visibility in search engine rankings. The name of the software comes from its built-in rank tracker, which shows you how your website ranks on all the top search engines. Additional tools include detailed analyses of the top 10 sites from any search engine, improved processes for building links to do business online, and audits for broken links and technical errors on your sites.

You can also use RankActive to manage notifications and check rankings more frequently, review reports, create a subdomain and connect it to the platform, and schedule reports with added data for a detailed comparison. The ultimate goal of this platform is to help small business owners stay a step ahead of their competitors.

RankActive offers a free trial, while the price varies depending on how many sites and marketing tools you need. The Minimal plan is $29.95 per month, while the top Flexible plan is $123.95 per month.

Constant Contact

Constant Contact is one of the older automated solutions available to business owners. It has been around since 1995, and over the decades, the company has acquired more than 650,000 customers. In that time, Constant Contact has continued to build on its platform, adding the tools and resources that today's business owner needs. Some of the more unique features include the ability to build campaigns to push out through social networks, event management tools, and surveys.

Constant Contact also allows for simplified email lead management and the building of campaigns, including automated drip campaigns and recurring newsletters. The available marketplace includes more than 400 integrations and apps for a variety of products. However, it's not the most automated software platform available, and customization isn't as robust as it is within other options. The pricing range is between $20 and $95 per month and is based on the number of subscribers you have on your emails.


When you're looking for software that can help you build your company's marketing strategy, take a closer look at Marketo. This automation platform includes tools to build and analyze email campaigns, mobile and digital ads, social media, and websites. The goal is to allow small business owners to build positive and long-lasting relationships with their engagement, and the platform helps to achieve that goal by including tools that create engagement throughout every step of the process.

Marketo is a cloud-based software program that can handle millions of activities on a daily basis, which allows for improved scaling as your business grows. It has developed solutions for businesses in many sectors, including finance, health care, manufacturing, media, education, and technology. Within the platform, the Engagement Hub gathers data to personalize how you interact with the various tools, as well as adapt to your needs. The three pricing tiers are $895, $1,795, and $3,175 per month, so it's one of the most expensive software options available.

Most of the available marketing automation software options offer free trials for small business owners, so you can try out those that seem to offer the tools you want to build your marketing strategy. As you try each platform, you can determine which is the easiest to use and still delivers what you want and need to grow your business and generate awareness.