15 Best Product Marketing Software for Your 2024 Tech Stack

Unlike general tools (like Notion, Sheets, and Asana), product marketing software is designed specifically for automating product marketing tasks like:

• Gathering and analyzing customer data
• Product planning and roadmaps
• Content and asset generation
• Competitive research
• Sales enablement

And so much more.

General-purpose software can be enough for small, newer teams to get by. But once you grow, you need to start using tools that scale with you and your individual processes.

Specialized product marketing software lets you be the driver in your product marketing efforts and has helped companies like WorldStrides enable 100+ sales reps, collect 6000 points of customer feedback, and save up to 20 hours a month.

If you’re looking for similar results for your product marketing team, here are my 12 hand-picked options for building your product marketing tech stack in 2024. I’ll also show you 3 product marketing tools that you can use for free.

• 15 Best Product Marketing Software
• Bonus: 3 Best free product marketing tools
• Product marketing software evaluation checklist
• Frequently asked questions about product marketing software

1. Best for all-in-one product marketing software: Ignition

If you’re a PM or PMM tired of bouncing between a bunch of tools and losing things between the cracks, Ignition is the AI-powered product marketing software for you. 

By consolidating tools for research, roadmapping, campaign launches, and content creation all in one platform, Ignition acts as a unified source of truth for your product marketing (that’s much cheaper than having a bunch of different tools to help with product marketing).

With one integrated platform, your team members and stakeholders always have real-time access to the data they need, making it actionable on a day-to-day basis. 

(So you can avoid situations like this.)

But it goes beyond that. 

By integrating your CRM and conversational intel tools, Ignition’s AI product marketing software automatically gathers and analyzes all of your data, including competitive intel, customer feedback, voice of customer, and feature requests.  

Then, it uses insights from this data to:

• Automatically generate product ideas
• Prioritize roadmap items by revenue potential 
• Enable sales teams with upselling opportunities
• Instantly create repeatable, standardized launch plans
• Write personalized marketing assets based on your data 
• Inform your sales battlecards

And so much more.

The best part? You can sign up for a free Ignition account to start automating and managing your product marketing tasks. A lot of Ignition users like to start out by trying the battlecard generator, but I recommend integrating your CRM and voice of customer tools to power our AI with your unique company and customer data.

Pros

• Built by product marketers for product marketers to tackle every aspect of product marketing on one platform – and get rid of data silos for good.
• Much less expensive than using a bunch of tools at once (compared to competitive intel tools alone, Ignition is about 1/10th of the cost).
• AI-powered analysis and automated workflows give you a competitive advantage.

Cons

• Comes with a lot of features to learn (Pro tip: Start with one use-case at a time)
• Getting your company to fully adopt Ignition comes with change 
• It may not be the best fit for small teams that can get by with Google Suite or Notion

Features

• AI Competitive Intelligence‍
  • Automatically gather and analyze crucial competitive data‍
  • Assess competitive deal performance with Win/Loss data,
  • Instantly create and share sales battlecards that automatically push to your CRM for easy access

• AI Customer Research
  • Integrate with conversational intel tools and support ticketing systems (Gong, Intercom, Zendesk) to gather all of your customer data in one place.
  • Automatically summarize large amounts of customer feedback into consistent themes and product insights.
  • Use insights to align product ideas with revenue opportunities and see how an idea may affect your current deals.

• AI Revenue-Based Roadmapping
  • Use AI user insight analysis to automatically surface critical themes from live customer conversations, common feature requests, areas for improvement, and overall sentiment analysis.
  • Automatically identify product ideas that are tied to opportunities in your CRM and create a roadmap aligned with revenue (and automatic release notes for each feature)
  • Easily collect and prioritize new feature ideas on a public feature voting board.

• AI-Powered Launches
  • Consolidate your entire launch process using Ignition’s tried and tested templates, or create your very own
  • Personalize your launch plan using AI, adjusting dynamically based on launch tier, budget, GTM motion, and more.
  • Schedule templatized, automatic email, Slack, or Teams updates about high-priority information like status, strategy, or assets.

• AI Personalized, Data-Driven Content Creation
  • Personalized AI copywriting tools trained by your own customer data, messaging, brand, and personas
  • All-in-one asset management to streamline your approval process and make content easily accessible to all stakeholders
  • Copy for every marketing channel, including paid ads, press releases, blogs, sales emails, and landing pages – written using a combination of different large language models.

Pricing

Ignition offers 3 pricing tiers:

• Freemium
• Liftoff - $79/editor/month (billed annually)
• Moonshot - Book a demo for enterprise-grade customization

Customer reviews

Here’s what Aurora, the Senior Product Marketing Manager at Kajabi, has to say about using Ignition:

2. Best for competitive research: Crayon

If you’re looking strictly for an AI-powered competitive intelligence tool, Crayon is a great option to consider.  

By automating competitor monitoring, sales enablement, and analytics (and integrating with tools like Salesforce and Slack), Crayon takes care of most of the heavy lifting for PMs and PMMs regarding competitive intel.

The platform provides a detailed competitive overview and monitors social media activity, website updates, and more. It also uses AI to summarize articles into key takeaways, which can be shared internally with team members using battlecards and email newsletters.

Pros

• Automated insights powered by AI
• Multiple integrations with other tools like Slack, Salesforce, HubSpot, and Teams
• Reputed as a leader in competitive intelligence

Cons

• Expensive as a standalone competitive intel platform, 
• Limited search functionality – lack of customization options makes it difficult to refine searches
• The user interface may be challenging to navigate and has been considered unintuitive by some users.

Features

• Competitive Listening - Automatically monitor website changes, pricing updates, job postings, support documents, customer reviews, SEC filings, and press releases. Receive summarized insights daily in your inbox.
• Share insights - Create battlecards, newsletters, and announcements using templates.
• Measure analytics - Track battlecard usage, conduct win/loss analysis, and calculate battle card-influenced revenue.
• Integrations - Integrate with CRMs, communication platforms, sales enablement tools, conversational intel tools, and single sign-on systems.

Pricing

Crayon doesn’t have a freemium version available, but it offers tailored pricing.

You’ll need to contact their sales team to make an inquiry. 

Customer reviews

Here’s what Beth W., a Senior Product Marketing Manager at Airbrake, has to say about using Crayon:

“What do you like best about Crayon?

I love the new AI features and the basic premise of Crayon - to get all your competititive intelligence in one place, easily accessibly to sales, where you can make sure they have access to the latest intelligence. No more worrying that sales is using an outdated version of the battlecard - with Crayon, everything is automatically pushed to the sales reps as soon as we update the battlecards on the back end!

What do you dislike about Crayon?

There are still stakeholders who request a pdf/printable version. We need to figure out how to give access to partners, who we don't want to share ALL the information with.

What problems is Crayon solving and how is that benefiting you?

Crayon makes it easy to see the latest news and pricing or website changes across all our competitiors, automating what was once a very manual process.”

3. Best for gathering customer feedback from live calls: Gong

Gong is a conversation intelligence software that captures and summarizes customer interactions to help teams make more data-driven decisions.

The platform can be used to get a holistic picture of customer feedback by collecting data from live video calls, phone calls, emails, and more. 

Gong can also help build an understanding of coaching opportunities for team members regarding critical sales behaviors and deal-closing skills.

Pros

• Multiple integrations with other software like Salesforce, Hubspot, Slack, and Ignition at no added cost
• Automatic recording, transcription, and summarization of a large number of customer interactions
• Personalized AI-driven guidance on coaching opportunities for sales reps, forecasting accuracy, and which deals to prioritize 

Cons

• Some users have reported a tough onboarding process
• Expensive as a standalone software
• Mobile experience and search functionality are reported to be confusing

Features

• Capture customer interactions from a wide variety of touchpoints
• AI conversational analysis that processes key topics, top questions, action items, and relationship dynamics
• Personalized guidance on deal execution, rep performance, and coaching opportunities

Pricing

Gong is priced per recorded user + platform fee

You can get an accurate pricing estimate here.

Customer reviews

Here’s what Jen L., a VP of Client Success & Sales Ops, has to say about using Gong:

“What do you like best about Gong?

Amazing tool that helps an entire org, not just the sales team. Product teams, marketing teams, sales teams, sales leaders, sales operations, delivery teams, etc. Everyone can use this tool to better align on client needs, deliverables, timelines, wish lists, etc. Implementation was quick and easy, its highly intuitive, the product team is extremely responsive and creates new features quickly. Its quickly becoming a go to tool!

What do you dislike about Gong?

Wish the reporting functionality was a bit more robust, with in platform report building capabilities. Its solid, but I find I always need a bit more.

What problems is Gong solving and how is that benefiting you?

Company wide learning, client product needs, client briefings, sales tool.”

4. Best for gathering customer support feedback: Intercom

Combining an AI chatbot, help desk, and customer support system into one platform, Intercom is a great tool for gathering customer support feedback.

By integrating all customer support channels into one system, Intercom makes it easy for teams to take a data-driven approach to improving customer service.

Pros

• AI chatbots provide instant responses to most questions – only the most complex queries transition to support tickets.
• Data and analytics tools provide insights into customer interaction patterns.
• Ability to create Help Center articles and Product tours

Cons

• Users have reported confusing and expensive pricing.
• While multiple integrations exist, HubSpot currently doesn’t have an integration available.
• Routing and automation processes for support tickets can sometimes be unnecessarily complicated.

Features

• On-brand customer messaging - Personalized business messenger and support automation for your product, app, or website.
• Customized chatbots - No-code chatbots that collect and prioritize customer feedback
• Data and analytics - Analyze and gain insights into customer feedback patterns
• Product Tours and Help Center - Guide users through onboarding and common support requests 

Pricing

Intercom offers 3 pricing plans:

• Essential - $39/seat/month
• Advanced - $99/seat/month
• Expert - $139/seat/month

Customer reviews

Here’s what Megan H., who works at a mid-market company, has to say about using Intercom:

“What do you like best about Intercom?

Absolutely brilliant tool to be able to connect with customers. We are able to easily set up different banners, notifications and surveys/polls within the platform and have them go live instantly. Not only is it brilliant for our CS team but our Marketing team are able to get lots of value out of it for connecting with the customer to promote events, promotions or collect feedback.

What do you dislike about Intercom?

There isn't anything major but a minor gripe is the search functionality when refining audience, sometimes 'job title' doesn't seem to show all the results for example.

What problems is Intercom solving and how is that benefiting you?

We are able to access all of our customers with a few clicks of a button, able to get quick feedback, answers to questions or promote specific events/campaigns.”

5. Best for product planning & roadmaps: Productboard

Productboard is an AI-powered roadmapping, product planning, and product management suite that helps product managers plan, collaborate, and prioritize based on their customer data. 

The software helps go-to-market teams align around a product’s vision by collaborating in real-time, streamlining workflows, and using customer insights to power their product development.

Pros

• High level of customization 
• Easy to prioritize development tasks and keep collaborators on the same page 
• Included free product management community for additional support and resources

Cons

• Doesn’t integrate with CRMs on base plans
• Hard to handoff to GTM teams – mostly engineering-focused
• Users report performance issues when a high level of items are displayed

Features

• User feedback portal - Create roadmaps based on direct user insights so that your product remains aligned with voice of customer. 
• Feature prioritization matrix - Prioritize the building of new features based on customer feedback and ensure that building decisions are market-driven
• Interactive product roadmaps - Dynamic interface for roadmaps make them more engaging and easy to understand

Pricing

Productboard offers 4 pricing plans:

• Starter - Free
• Essentials - $19/maker/month (billed annually)
• Pro - $59/maker/month (billed annually)
• Enterprise - Contact sales for pricing

They also offer a 15-day free trial to try out their premium features.

Customer reviews

Here’s what Simon T., a Chief of Product Success, has to say about using Productboard:

“What do you like best about Productboard?

The way insights and ideas can not just be be captured, that they can then be used to influence the roadmap through prioritisation activities, and all in a clean UI, just made it stand out from the crowd.

Then the link to/from a development tool like JIRA or ADO, provided a gateway to a true Product roadmap, by detaching from the feel of creating a delivery plan.

What do you dislike about Productboard?

To be honest, nothing comes to mind. The solution is so flexible, that whilst improvement re always needed to any platform, and Productboard are regularly making them, right now, this solution is very much on point.

What problems is Productboard solving and how is that benefiting you?

Productboard allows you to build a true Product Roadmap, so you're less likely to fall into the trap of crafting a delivery plan. With a great UI, every user can quickly see the roadmap and vision, and align to the items in that journey. Customer insight is so integral, that this raises the bar for the perception of the impact insights can have.”

6. Best for project management: Monday

As a well-known project management tool, Monday does many things right. 

The software is extremely easy to use, boasts a clean interface, and even has some automation features built in.

We recommend Monday as a general task management system for smaller teams that need to coordinate their task lists, add basic integrations, and review overdue items.

Larger product marketing teams coordinating complex projects will find themselves wasting time switching between tools because Monday wasn’t made for product marketing (i.e., managing strategic documentation, marketing assets, performance data, research, product roadmaps, etc.).

Pros

• Lots of integrations available 
• Desktop and mobile app 
• Very intuitive for first-time project management software users

Cons

• Automations can be difficult to set up and maintain
• The free version is limited
• Difficult to see the “hierarchy” of different projects

Features

• Customizable templates for multiple use cases
• Various big-picture overviews, including timelines, calendars, Kanban boards, and files
• Simple onboarding processes allow easy collaboration with multiple team members.
• Available on mobile and desktop
• Multiple integrations with other tools such as Google Suite, Dropbox, Zapier, and Slack
• Basic customer relations management and product management can also be performed using Monday CRM and Monday dev.

Pricing

Monday offers 5 pricing plans:

• Free (for up to 2 seats)
• Basic - $9/seat/month (billed annually)
• Standard - $12/seat/month (billed annually)
• Pro - $19/seat/month (billed annually)
• Enterprise - Contact sales for pricing

Customer reviews

Here’s what David B., who works at a small business, has to say about using Monday:

“What do you like best about monday.com?

Monday.com helps our team to automate repetitive tasks like order processing and ot helps in inventory replenishment and freeing up our team time for more critical activities.this tool helps our comapny to manage various task and projects like new product launches, marketing compaigns and ensure our team members to stay informed and on track.

What do you dislike about monday.com?

We had nothing to dislike in this platform. Untill we use this tool we had not face any problem.

What problems is monday.com solving and how is that benefiting you?

Monday.com solves our problem of time. Workflow of this tool is very good which helps our team to save more time. This tool is very heplful for collaboratfor our team.”

7. Best for messaging & positioning: Wynter

Wynter is a tool that can help PMs and PMMs perform message testing and targeted market research for B2B SaaS.

The platform gives you access to a network of 50,000+ B2B professionals, verifies participant identity, and delivers insights within 48 hours.

Pros

• Ultra-fast method to understanding your target customers and their important problems so you can adjust your positioning accordingly
• Ability to test your pitch with your ideal customers before going to market
• High-quality B2B audiences targetted by title, industry, and company size

Cons

• One-time data that can easily go out-of-date
• Response quality has been reported to be of varying quality
• Some users faced difficulties with usability and navigation 

Features

• B2B message testing tool
• B2B user testing tool
• Preference testing
• Target customer surveys
• Value proposition testing

Pricing

Wynter offers 3 “pay-as-you-go” pricing plans:

• Lite - Starts from $6,990/year
• Pro - Starts from $19,000/year
• Elite - Starts from $59,000/year

Customer reviews

Here’s what Anand P., a Director of Product Marketing, has to say about using Wynter:

“What do you like best about Wynter?

Market research can be this scary thing but Wynter makes it super easy to get a test or survey live in hours and have results back in a day or two. This means you can start taking action asap. I've primarily used it for homepage message testing, which has gone really well, but would love to expand to more uses as I see a ton of value in it.

What do you dislike about Wynter?

No major dislikes with my experience so far. Market research in general is never cheap so the toughest part is advocating for and getting a budget for this sort of thing.

What problems is Wynter solving and how is that benefiting you?

I've worked at two companies where we redid our positioning and narrative, and therefore wanted to make sure our homepage and website reflected these changes. Rather than just making changes blind, I was able to use Wynter to first get a sense of what people thought about our current homepage (the good, the bad, and the confusing). That feedback was one of the inputs into coming up with new homepage design and copy, which I typically run through Wynter too for a 2nd round of feedback”

8. Best for asset management: Dropbox

You’d have to have been living under a rock to not have heard of Dropbox yet. But sometimes, the tried and tested route is the way to go. 

For smaller product marketing teams, Dropbox may be sufficient for asset management. But if your team struggles with complicated approval processes and accessibility for all stakeholders, Dropbox won’t be the easiest to manage.

Pros

• Easily share large documents with collaborators 
• Password-protect specific documents 
• Easy-to-use, simple interface

Cons

• Limited storage capacity available on the free plan
• Folder-based file categorization makes asset organization challenging
• Automated backup/syncing across devices depends on internet connection and speed 

Features

• Flexible storage plans for teams
• File and version recovery for accidentally deleted or edited files
• Team folder manager for sync management
• Dropbox Transfer to deliver files up to 250 GB in size 
• Automated folders to standardize naming, tagging, and sorting
• Remote wipe to clear files from lost and stolen devices
• Link permissions to grant temporary access, password-protect links, and disable downloads
• Admin console to monitor team activity and audit external sharing
• Third-party integrations with over 300,000 connected apps

Pricing

Dropbox offers 6 pricing plans:

• Basic - Free for 2GB of storage
• Plus - $9.99/month (billed annually)
• Essentials - $16.58/month (billed annually)
• Business - $15/user/month, starting at 3 users (billed annually)
• Business Plus - $24/user/month, starting at 3 users (billed annually)
• Enterprise - Contact Dropbox for pricing

Customer reviews

Here’s what Melanie M., a Marketing Specialist at a mid-market company, has to say about using Dropbox:

“What do you like best about Dropbox?

I like how easy it is to add and move things around within the product. It can hold a lot of files, images, videos, etc and makes it easy to share with your colleagues. It's a great tool that forces transparency all around.

What do you dislike about Dropbox?

I dislike that when you upload a file to a folder, it automatically selects all of the items in the folder. You then have to deselect to upload more files. That is the only dislike I really have with the product.

Recommendations to others considering Dropbox:

Definitely use it! It helps and makes it easy to share files with your team members.

What problems is Dropbox solving and how is that benefiting you?

I am solving sharing assets with the rest of the tram. Adding people to the folders allows for easy sharing, which is extremely helpful with marketing assets.”

9. Best for communication & collaboration: Slack

Another household-name tool, Slack, is used by teams from every industry to collaborate, communicate, and stay in alignment – without getting buried in a mountain of emails.

For product marketing teams in specific, dedicated channels can be an easy way to onboard new team members, collaborate and brainstorm for specific campaigns, and communicate externally with stakeholders – all without the need for a full scheduled meeting.

Slack also integrates with an insane number of tools, including Ignition. Using automation or Slack’s very own workflow builder, PMs and PMMs can automate routine processes such as internal release comms updates and streamline content approval processes.

Pros

• Over 2,600 available integrations allow for real-time alerts and updates 
• Ability to upload and share docs with individuals or teams 
• Features like setting reminders, scheduling messages, and saving items to refer to later make it easy to work across time zones 

Cons

• The default setting for notifications can be overwhelming for new users 
• Custom workflows are only available to paid teams 
• The free version only stores messages from the past 90 days, leaving leaner teams vulnerable to losing valuable information. 

Features

• Channels and threads keep conversations organized (and notifications manageable)
• Slack Connect allows teams to communicate with external stakeholders easily.
• Workflow Builder uses no-code to automate routine processes within Slack
• Reaction Emoji makes approval processes and tracking efficient
• Use huddles for quick audio or video chats in place of a scheduled meeting 

Pricing

Besides Slack’s very limited free plan, they offer 3 pricing plans:

• Pro - $7.25/person/month (billed annually)
• Business+ - $12.50/person/month (billed annually)
• Enterprise Grid - Contact sales for pricing

Customer reviews

Here’s what Martin Bakal, a Product Marketing Director at OpenLegacy, has to say about using Slack:

“At OpenLegacy, we use slack every day for instant communication amongst individuals. We share files through it, set up groups, etc., and it’s especially useful because more of the employees are remote. It enables us to stay connected and act as a team even though we aren't physically located together.” 

10. Best for content & asset generation: ChatGPT

Okay. So ChatGPT isn’t the best at copywriting on its own. 

But that doesn’t mean that it can't help with content generation at all.

If you can’t afford anything else and have an urgent pile of launch copy that needs to be created – it might be your best bet. 

The best way to get ChatGPT to work for you is to train the AI using your customer data (Ignition’s Copilot AI does this automatically). This means taking some extra time to input key information like your brand details, positioning, personas, and customer feedback. 

While GPT may not be the best at actually writing all of the copy, it can be very helpful with brainstorming ideas, creating outlines, and even basic proofreading.

There are also plenty of other product marketing use cases for ChatGPT related to market research, competitive analysis, customer engagement, and sales enablement.

Pros

• Free version available 
• Can act as an editor 
• Can be used to generate lists of ideas, title options, outlines, and more to kickstart content processes 

Cons

• Users need to be skilled at writing prompts to get the best results 
• Information isn’t always up to date and needs to be fact-checked 
• Struggles with humor, nuance, sarcasm, and other muddier aspects of human communication and language 

Features

• Multimodal capabilities allow the model to understand and respond to both text and image inputs.
• System messages guide the AI on how to behave – creating a more personalized experience.
• GPT-4 displaces enhanced creativity over GPT-3.5

Pricing

ChatGPT has a free plan for unlimited access to GPT-3.5 and limited access to GPT-4o.

ChatGPT’s paid plans include:

• Plus - $20/month
• Team - $30/user/month (billed annually)
• Enterprise - Contact sales for pricing

Customer reviews

Here’s what Miriam B., a Senior Marketing Specialist at a mid-market company, has to say about using ChatGPT for marketing:

“What do you like best about ChatGPT?

Chatgpt's ability to contribute to different activities within my department( marketing ) , is what I like best about it. It is able to generate marketing content for us, edit existing marketing materials, translate our marketing materials from one language to another flawlessly and even act as a Chatbot to respond to customer queries.

What do you dislike about ChatGPT?

Why Chatgpt's knowledge is very vast, it can sometimes provide outrightly misleading information, and this has led us to spend extra time verifying all information provided by Chatgpt on its generated contents.

Also, Chatgpt still struggles occasionally to respond accurately to complex queries.

What problems is ChatGPT solving and how is that benefiting you?

Chatgpt acts as a faster way to get a lot of manuals tasks done, within my department. By using Chatgpt, we are creating marketing contents faster with improved quality and in terms of using it as a chatbot, we are responding faster to customer queries without compromising on the quality of automated responses.”

11. Best for sales enablement: Highspot

Highspot is a sales enablement platform used to optimize sales team performance and build consistent, repeatable growth.

The platform streamlines sales processes with content management, sales guidance, buyer engagement, sales onboarding and training, and coaching abilities.  Using AI integrations, Highspot also connects data across sales enablement initiatives to measure their impact.

Pros

• Acts as a single source of truth for documents and assets needed by sales teams 
• Sales playbooks can be created by bundling insights, messaging, value propositions, and training into one on-demand resource for sales reps.
• Customer engagement analytics help in determining what’s resonating with buyers

Cons

• Limited users are allowed in the introductory package 
• Difficult to organize and upload content
• Confusing search tool makes analytics difficult to parse 

Features

• Content Creation and Management - Import, create, store, and manage all marketing collateral in one platform. Use advanced search and templates to make the process more efficient.
• Analytics - Track customer engagement analytics, content utilization by sales teams, receive alerts regarding prospect interaction and create reports.
• Presentation - Live, screen share, and mobile sales presentation functionalities 

Pricing

You’ll need to contact the Highspot team for an accurate pricing estimate.

Customer reviews

Here’s what Samantha B., who works at an enterprise, has to say about using Highspot:

“What do you like best about Highspot?

I really like the simplicity of being able to search for whatever you need on highspot. The search function works as easy as any other internet browser, making it simple to locate any document, media, etc. I also like how our team can "pitch" content that can be tracked for analytics purposes.

What do you dislike about Highspot?

Sometimes, it can be easy to lose track of older, outdated content and it is important to stay on top of content. I would love if there was a flagging feature in highspot for outdated material :)

What problems is Highspot solving and how is that benefiting you?

Highspot allows me and my team to provide content and strategies to our sales team, while also being able to track the usage of these items. The analytics allow us to see what is actually beneficial to them and providing support to their sales conversations, without causing us to spend extra time making resources that will go unused.”

12. Best CRM with marketing automation: Hubspot

Hubspot integrates a CRM with marketing automation capabilities…and loads of other tools.

The software suite makes it easy to automate a range of product marketing tasks such as email drip campaigns, creating and monitoring tickets, tracking deal statuses, and building SEO-optimised content strategies.

Pros

• Automates manual tasks such as email marketing, social media scheduling, and lead nurturing.
• Streamlines all marketing processes into one platform
• Offers analytics to enhance marketing strategy

Cons

• Pricing may be too high for smaller businesses.
• Some features have limited design options.
• Support tends to provide generic help, directing users to articles and FAQs instead of offering tailored solutions.

Features

Hubspot has way too many features to list, but here are some notable ones:

• Lead scoring - Automatically prioritize leads based on their behavior and engagement.
• Marketing automation - Set up automated workflows to streamline marketing tasks.
• Contact management - Organize and manage all your contacts in one place, including leads, prospects, and customers related to your product.
• Email marketing - Create and send personalized emails to promote your product to leads and customers.
• Analytics and reporting - Track and measure the performance of your product marketing campaigns to optimize strategies and improve ROI
• CRM features - Track deals, manage pipelines, and monitor customer interactions.
• Sales automation - Automate repetitive sales tasks to increase productivity.
• Customer support - Provide timely support to customers with ticketing and help desk features.
• Integration with other tools - Seamlessly connect with other apps and tools for enhanced functionality.

Pricing

Hubspot offers various plans for different features and tools. Some free tools are available for individuals and small teams. 

Business and enterprise plans range from $15/month to $18,000 billed annually.

I recommend checking out their pricing page (there are a lot of options).

Customer reviews

Here’s what Rebecca Taylor, a Product Marketing Manager at GatherContent, has to say about using Hubspot:

“Hubspot has totally transformed the way we do marketing. Previously, we used specific specialist tools for each activity and we would then have a painfully manual process trying to tie the data together to take learnings. Now with Hubspot as our central marketing system, we can quickly get insight on both the performance of a campaign and how it compares against other campaigns - all from one system.” 

Bonus: 3 Best free product marketing tools

• Free AI Sales Battlecard Generator - Instantly generate a sales battlecard with the key competitor info you need (only your competitor and your own web domains are required!)

• Free AI Persona Generator - Create detailed user personas in seconds, customized with demographic data, goals, pain points, and buying processes — and even use custom illustrations and images.

• Free AI Release Notes Generator - Give us a tiny bit of context about the latest features you shipped – and let AI automatically write the release notes for you.

Ignition offers a bunch more free product marketing tools that you can check out here.

Product marketing software evaluation checklist

• Which tools are you already using? Does the product marketing software you’re considering integrate?
• How credible is the product marketing software you’re considering?
• What features ensure the security of your data?
• Which core functionalities are you looking for?
• Is the tool going to have a good user experience to improve adoption?
• Is the software customizable to your GTM process?
• Is it easy to scale and add viewers & users?
• How do its users rate its customer support?
• Are there pricing options that fit your team’s budget?
• Is it actually made for product marketing?

Frequently asked questions about product marketing software

What capabilities do you need in product marketing software?

The answer depends on your team's specific needs. But the main point to consider is whether the software was created specifically with product marketing in mind. If it was, the software should probably have capabilities related to one or more of the following: competitive intelligence, customer research, product planning and roadmapping, content creation, asset management, launch planning, analytics, and metrics.

Most product marketing software these days should also ideally be using AI and automation to reduce the need for manual tasks and give you a competitive advantage.

How do you get buy-in for new product marketing software?

By clearly communicating why your product isn’t getting the adoption it needs. It can be frustrating as product teams when you start to look bad because marketing and sales teams aren’t able to sell your product.

But the problem isn’t with the product — it's the process. By communicating the difficulties you’re facing as a PM or PMM using generalized software and the clear benefits of specialized product marketing tools, you’ll have a much better chance of getting buy-in for the software you need to succeed.

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