The Complete Product Marketing Tool Stack For Product Marketers
SaaS product marketing isn’t just about telling the world you have a great product. You need to get people to use it and continue using it. But how do product marketers seem to juggle a million tasks with flair?
With tools! But how do you know the right product marketing tools to get your work done?
We’ve done the legwork. Here’s a handpicked list of valuable tools to make your life easier as a product marketer. We’ll cover tools in various categories, including:
- Finding new ideas
- Creating better content
- Distributing that content
- Boosting product adoption
- Keeping customers in touch
- Working smoothly with your team
- Analyzing your product’s performance.
Let’s start with tools that’ll help you discover new and unique ideas.
Product Marketing Tools: Idea Discovery
Idea discovery tools help product marketers identify product and consumer trends and convert insights into innovative product marketing strategies. These are some idea discovery tools for product marketing:
Exploding Topics is a trend analysis tool that tracks millions of online searches, conversations, and mentions. You can use it to identify trending topics relevant to your product.
This can help you stay ahead of the curve and develop marketing campaigns and messaging that are aligned with what your target audience is interested in.
Google Trends can help you compare search trends over time or by location. This can help you identify trends that are growing or declining or that are more popular in certain regions.
For example, a product marketer could use Google Trends to identify emerging technologies, like AI or blockchain. This information could be used to develop new products that capitalize on these new technologies.
It can also help you decide the best time to promote your products and identify areas where you could expand with new products. Another plus is that it is global; Google Trends covers over 200 countries and territories, so that you can get insights into trends worldwide.
Product Marketing Tools: Content Creation
A good content marketing strategy helps promote a product by showing off the product benefits that help potential customers. Here are some tools you can use:
Semrush helps you understand what topics are popular in search engines. Semrush offers over 50 products for various purposes, such as social media, paid ads, PPC keyword research, and more. It also integrates seamlessly with Google Suite.
Semrush is suitable for small in-house teams and large enterprises and can be used for market research, SEO, and keyword research.
Ahrefs is an exceptional tool for product marketers looking for top-notch marketing and SEO solutions. It provides an all-in-one approach to product marketing, including competitive analysis, link building, keyword research, and many other tasks.
Users can look up keywords for other platforms like Amazon and YouTube.
BuzzSumo identifies trending keywords and highlights the content that generates the most interest on social media.
You can determine what kind of content your target audience prefers, allowing you to step up your content game, which, in turn, helps boost your traffic and engagement. Because it’s a bit pricey, it’s best suited for mid-sized to large businesses and is ideal for content marketing and keyword research.
Product Marketing Tools: Content Distribution
Getting your content out there can take up a ton of your time, but using the right tools like the ones below can make it a breeze. Remember that these tools are mostly for sending content to your audience, not having a back-and-forth convo.
Wistia is a video-centric platform that provides analytics tools for marketers seeking to enhance engagement and conversion rates. Wistia’s Soapbox simplifies product presentations and announcement videos without requiring complex video editing software.
You can use YouTube to show users more info on your products or specific features about your product. Google prioritizes YouTube videos on its first page, particularly for search queries related to tutorials, reviews, and how-tos.
YouTube also helps your leads discover your video content and learn more about your product, which can encourage them to adopt the product.
Loom Video is a versatile tool that can be used to create various marketing videos for SaaS products. It is easy to use and can be accessed anywhere, making it an excellent option for busy product marketers.
Product marketers can use Loom to create any of the following:
- Product demos: Create product demos that show prospects how your product works. This is a great way to explain your product’s benefits and different use cases.
- Explainer videos: Use explainer videos to explain the features and benefits of your product. These videos can be used to educate prospects about your product.
- How-to videos: These videos can help prospects get started with your product and troubleshoot any problems they may have.
- Case studies: Loom Video can be used to create case studies that showcase how your product has helped other businesses. These videos can be used to build credibility and demonstrate the value of your product.
- Customer testimonials: Customer testimonials share positive experiences with your product. They help to build trust and to persuade prospects to buy your product.
Unbounce allows you to create and customize user-friendly and high-converting landing pages without coding experience. It offers features such as A/B testing and analytics tools to track the performance of your landing pages so you can see what’s working and what’s not.
Product Marketing Tools: Product Adoption
The tools below can help you track your user engagement and improve your overall customer experience.
Heap helps track customers’ in-app movements, from the pages they visit to the path they take through your platform, along with all their actions. It’s a valuable tool for Product Marketing Managers who want to keep an eye on the customer journey and make informed decisions based on data.
If you need assistance organizing your documents for multiple products in one place, Docsie is the tool. It offers a secure space to store all your documents in one location and makes it easy to manage them, regardless of the number of products you’re dealing with.
Userpilot is a platform that helps you create personalized in-app user experiences. It offers a variety of features, such as onboarding flows, tooltips, and walkthroughs, to help you guide users through your product and get them up and running quickly.
Product Marketing Tools: Customer Communication
If you want to turn website visitors into customers, Drift is the perfect tool. With its all-in-one solution, you can chat with visitors, schedule demos, or even receive phone calls.
Drift also helps you gather more user data and personalize your website for visitors using the intel & audience and the AI chatbot features. With their email automation features, you can easily send follow-up emails based on user actions.
Intercom provides a chat feature for engaging with website visitors and converting them into customers.
The user-friendly chat feature works seamlessly on desktops, tablets, and mobile devices. You can set up chatbots as a support channel for easy customer communication.
Customer.io sends emails, push notifications, and texts to customers. It can be set up to send messages based on specific events or customer groups, so it’s super targeted and effective.
Product Marketing Tools: Analysis
When putting together a marketing campaign, you must also base it on what you know about the users. That means researching and looking at the data to figure out what resonates with them. Here are some tools to help you get it right:
Amplitude enables product marketers to analyze retention, activation, and growth outcomes. It stores customer data and easily integrates with your existing data from cloud data warehouses like Amazon Redshift. It also captures data from any of the 200 supported connections through its Segment feature.
Insight is a cool feature on Amplitude that monitors KPIs and alerts you of significant changes, such as the top-performing cohort or a decrease in active users. This feature brings marketers closer to the product’s performance.
With Hotjar, you can observe your visitors’ behavior on your site. You can record their on-screen sessions, conduct polls and surveys, and track their clicks and scrolls. This tool helps you understand how user-friendly and optimized your website is and identify areas for improvement.
Product Marketing Tools: Internal Collaboration
For a top-notch product experience, your teams must be able to communicate, share ideas, and collaborate effectively. These tools help you connect everyone, from customer service to marketing, to work towards the same goal.
HubSpot offers product marketing and sales teams the platform to combine their efforts when working on a product launch. It’s easy to share customer insights and data internally to keep everyone on the same page.
The product marketing team can extract customer information from HubSpot for marketing purposes, while the sales team can use this information to engage with customers throughout their life cycles.
By working together, both teams can gain a detailed understanding of customer needs, challenges, and opportunities and collaborate to streamline the marketing-to-sales process.
Notion takes notes and organizes workspaces. Its user-friendly layout is versatile and can be used for various purposes, including knowledge-sharing among diverse teams.
It’s a great way to manage data and keep everyone in check and on the same page.
Slack is a messaging tool designed for organizations and departments to communicate in real-time.
You can use Slack to chat with everyone involved in your current product-related projects, share important updates, and get insights from other teams. It’s a great way to stay in the loop, get feedback, and learn from the other teams.
Imagine a tool with the chatting power of Slack, the connectivity of Zoom, the organization prowess of Trello and Asana, and the dynamic capabilities of Google Docs and Dropbox, all fused into one platform.
Heycollab is the ultimate Swiss Army knife of team tools help B2B teams and freelancers coordinate projects and collaborate more efficiently. It blends messaging, video chats, task lists, time tracking and file sharing flawlessly. No more app juggling or annoying tab switches, making you and your team focus on being more productive.
When it comes to picking a product marketing toolkit that works for you, think about what you want to achieve, what you’re selling, and what you have to work with. It’s a good idea to test different tools to see which fits your goals and needs the best.