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10 Must Have Product Marketing Tools

Mathew Maniyamkott

12 min read

A product marketer belongs to a lot of departments; they cannot be responsible for just one area of business. They have to be in touch with designers, developers, marketers, etc. It is a discipline that has become popular of late, and there are compelling reasons to have a product marketer on your rolls because they bring communication, storytelling and technology together in a way that makes the target audience love the product. Everything that a product marketer does has the customer in mind. The work of a product marketer however is made easy by the best in class product marketing tools that let them understand the market, users and products in a better way.

Product marketers need help ranging from planning, launching features, encouraging product adoption, etc. Product marketing also involves understanding the positioning, pricing and promotion of the product. And choosing the right product marketing tools help in taking the product from ideation to launch and make it successful. With a proper product marketing strategy in place, it would be impossible to drive high levels of product adoption. 

What is Product Marketing?

It is the process of bringing a product to the public by promoting it to prospective customers. A product marketer should understand their product’s target market, their motivations behind buying their product and position the product accordingly and help with boosting demand for the product. Product marketing is a part of the conventional marketing that you have known and studied all this while. But do you know the best product marketing tools out there? Tools that minimize the time spent on marketing you products and that maximizes efficiency of the same. Here’s a list of the top product marketing tools to check out in 2020:

Product Marketing Tool #1 SurveySparrow:

Collecting customer feedback is one of the best techniques to rack the brains of your prospective customers and existing customers. There was a time getting customer feedback meant having to do it entirely using papers. It absorbed so many man-hours and required a lot of effort. Online survey tools like SurveySparrow have made it extremely easy for businesses to send online forms and collect feedback. 

Product Marketing Tools - SurveySparrow.

Features of SurveySparrow:

Collecting feedback and closing the feedback loop is a great way to bring your customers closer to you as well as perfect your existing product. SurveySparrow even allows you to collect data offline so that it is easy for users who have trouble with the internet. You can configure your survey with the help of conditions and performing tasks. 

SurveySparrow allows you to create surveys of different kinds, chat surveys, conversational surveys, offline surveys, 360-degree feedback surveys, and so on. You can even create your own survey based on the customization abilities that it offers. It is a great tool for product marketers to gather feedback from customers and prospects. You can share surveys through email, embedded options, social media, through scannable QR codes and so on. 

If you are looking at sending different types of surveys to various segments, then SurveySparrow allows that as well. You can import your contact lists from marketing tools that you use and create custom audiences based on your goals. No matter the size of your business, you will find it effective and catering to your target market. 

Product Marketing Tool #2 Productboard:

It is a product management system that helps product marketers to understand what users need, build them accordingly while creating a roadmap for it. By letting you post all ideas from different stakeholders in a single point, you will be able to prioritize the right designs and features so that the product has maximum impact. 

Product Marketing Tools - ProductBoard.

The product marketer can create a roadmap of the features that the product will contain and share it with the stakeholders. Thanks to its integration capabilities with different tools like Jira, GitHub, Trello, Pivotal Tracker, etc., You will be able to manage product development and marketing from Productboard itself. 

Features of Productboard:

  • Insights repository- It helps you to gather ideas, requests, research and prioritize the ones that are pivotal to the tool.
  • User Insights- Collect future ideas from user research and customer feedback. 
  • Flexible product hierarchy- View the ideas listed in order of priority.
  • Define objectives- Set clear objectives so that you can concentrate on features that are in alignment with your goals
  • Prioritization matrix- Value each feature based on its priority
  • Identify the top requested feature. 

The tool also has an option for you to share the progress with all the stakeholders, which will help with encouraging collaboration, product feedback and gathering different perspectives. Here’s one of the best things about Productboard, you can also bring in customers and keep them informed about the plans that you have for your product. 

Product Marketing Tool #3 Airtable:

Want to organize your projects, content, ideas and data? Airtable is your answer. With powerful tools like Airtable in your kitty, you would never have to use spreadsheets anymore. Airtable has everything that you will require for creating a successful product. It has hundreds of templates that you can use to ensure that you can organize, collaborate and launch your product with accuracy. 

Features of Airtable:

  • Task management and tracking
  • Integration with 3rd party plugins
  • Custom views for different applications
  • Pre-made templates to get your project started fast
  • Storage facility- all files in one place

You can add any type of content- links, checkboxes, barcodes, attachments, etc. The content can also be viewed in different formats based on how you would like to have it displayed, kanban, gallery, grid view- your call. Airtable lets you manage your projects with ease and puts your business in a position to get immediate rewards from it. 

Product Marketing Tool #4 Google Analytics:

Easily one of the best tools in the market that has no parallels; our dependence on its search engine makes us be in awe of Google Analytics (GA), even more. Every marketing stack you come across will have GA in it because Google is the search engine to beat and adding it to your arsenal will only help you to achieve it. 

Product Marketing Tools - Analytics.

For a product, analytics is extremely important because you need to know how your users engage with the product. Without measuring metrics, it will be impossible to evaluate your relevance. GA measures your website traffic, gives you insights on your audience, mobile responsiveness, load time, etc. You’ll find that even businesses that use a paid analytics tool will always have GA in their marketing stack. Because it is great to compare the tools and allows you to capture detailed information like location segmentation, visitor categorization, and more. 

Each metric that GA shows you will make your product better if you measure them and act upon it. Analytics is an important area for a product marketer, ignoring numbers can be detrimental for the progress of your product and business. The most optimal way to use an analytics tool is to collect data from its reporting dashboard, benchmark those numbers and keep revisiting the changes and go forward. 

Product Marketing Tool #5 InVision:

The work of a product marketer also involves the alignment of goals for the product and marketing team because that is how the business can ensure that the product is built with the user personas kept in mind. Even when a product is in its initial stages, the marketing team should have to be prepared and launch campaigns. If the marketing team does its job well, the prospective users will be anticipating the product launch with excitement. 

Product Marketing Tool - invision

Features of InVision:

  • It helps collect user feedback easily, experiment by making small changes and test in a more efficient way
  • Freehand allows you to sketch, draw, wireframe and get feedback on designs that are WIP
  • Share goals and ideas with stakeholders for inspiration
  • Animate transitions and micro-interactions to transform static screens into working prototypes
  • Document all components in a single place
  • Use the latest design versions or go back with ease
  • Integrations with Slack, Dropbox, Jira, MS Teams, Trello, Basecamp, etc 

InVision helps designers get feedback on early product prototypes. In this, users can post comments and even test the product to see its workflow and interactions. It offers intuitive tools for ideation, design, prototyping, design management, etc., to give businesses and product managers, everything that they need for digital product design. 

Product Marketing Tool #6 Amplitude:

This tool helps product marketers analyze retention and activation. It also helps with creating growth experiments on the product. What does it do? It integrates your existing data with Amazon RedShift and captures data from any of the 200 connections. Amplitude has a feature called Insight which monitors all your metrics and gives you a wide array of snapshots about it. It tells you your best performing cohorts, intimates you of any changes, and so on. This feature allows product marketers to get a close glimpse of the product’s performance.

Product Marketing Tool - amplitude.

Using Amplitude, you can target in-product prompts based on your existing user data. With the help of Amplitude, product marketers can conduct experiments on a regular basis. Amplitude helps you discover new users by creating look-alike acquisition campaigns by integrating with Facebook ads. 

By integrating with tools like Braze or Iterable, Amplitude can target users based on user properties as well as the actions they’ve taken inside the product. Create cohorts where a specific group of users will receive notifications to commit to an action. 

No matter what type of campaign it is, acquisition, retention or an engagement campaign, Amplitude offers growth marketers the ability to A/B test them and see how different versions have fared. 

Product Marketing Tool #7 Venngage:

Create infographics, sales materials, reports, logos, mind maps, etc., from scratch. Venngage boasts of having a range of pre-made templates and allows for custom branded content so that you can create cohesion for your lead generation and bottom-funnel content. 

Product Marketing Tool - vennagage.

Features of Venggage:

  • Choose the data visualization option that you want, or you can upload your own images
  • Select infographics templates or use the drag-and-drop feature to create your own
  • Create your own graphics from scratch
  • They provide 1-1 consultations

Venngage promises to make your creation of infographics a smooth experience so that you can concentrate on your core tasks as a product marketer. You can also share templates with other stakeholders in your business to see if it would fit your needs or if you have to create a completely new one. 

Product Marketing Tool #8 Intercom:

There was a time when businesses used different channels for various functions. SMSes were meant for marketing, emails were for tech support, and the list goes on. Intercom provides businesses with the opportunity to power lead generation, support and marketing through a single app. Since there is ample integration on such disparate functions, it provides a conversational experience for the user. 

Product Marketing Tool - intercom.

Intercom helps you build a deep relationship with the customer by creating a friendly, loyal, and personal experience. You can convert website visitors into customers using bots, real-time chat, and targeted messages. Businesses can also use its conversational customer engagement quality to onboard and engage with customers using product tours, walkthrough and targeted messages. 

Features of Intercom:

  • It has interactive apps, self-service tools, conversational bots, and product tour features
  • Intercom helps personalize and target customer interactions with its customer data platform
  • Manage all customer interactions in one place with collaborative tools
  • It has integration capabilities with more than 250+ tools
  • Helps with Account-Based Marketing

Intercom is suitable for early-stage startups, small businesses, mid-market and even enterprises. It is extremely suited to businesses that are in the financial services, education and e-commerce sector. With Intercom, you can use chatbots to collect user information, gather feedback or sort customer issues. You can use all the data collected from chatbots to power your marketing campaigns. 

Product Marketing Tool #9 Ahrefs:

Want to know the demand for products like yours? Knowing the terms that your prospective customers search will help your business? Want to learn about your industry and competitors? Features? Ahrefs’ backlink analysis and keyword research platform It will tell you the sites that are linking to your competitors. Using this information, you can prepare better marketing campaigns and better products. 

Product Marketing Tool - ahrefs.

Its keyword research tool helps product marketers identify trends in the industry. This feature will tell you how to create your product copy, SEO strategy, what kind of features the product should have and more. 

Features of Ahrefs:

  • You can do keyword research for 10 search engines
  • Ahrefs’ Keywords Explorer tool gives you total search traffic estimations for the top 10 ranking pages
  • Check the growth of a backlink on a daily basis
  • Find out which sections of your competitor’s website gets the most hits
  • Analyze SERP history
  • Content Gap Tool from Ahrefs helps you find the content gap

Knowing how your site is ranking for any keyword can be a great way for you to realize where you stand and what can be done to make it better. Ahrefs’ Content Explorer tool is a searchable database of 1.1 billion pages that helps with domain rating, the number of referring domains, organic search traffic, word count, published date, checks if the link is broken or live, and the author. You can find thousands of relevant blogs that you can pitch for your business which will help with backlinks.  

Product Marketing Tool #10 Segment:

It integrates multiple customer data streams and helps you look at the audience and figure out the product analytics. Segment allows businesses to create a personalized, consistent and real-time customer experience for your prospects. It unifies your customer’s interaction touchpoints across all platforms and channels, which helps in making the business understand the customer journey on a deeper level. 

Product Marketing Tool - Segment.

Features of Segment:

  • Using its feature called Functions, you can connect thousands of application as integration is easy
  • Use Segment’s Personas and add additional data to ensure clean and consistent data across the entire tool
  • It can handle automated and rapid scaling 
  • Segment has pre-built templates to build your product faster
  • Integration capabilities for most tools
  • Build an audience and create real-time campaigns

Segment works across several customer analytics platforms such as Salesforce, GA, HubSpot and other social channels. It observes previous purchases of your existing customers and develops personas for your business. Segment ensures that the personas of customers are the same across all channels, has common traits, and even lets you identify the elements in your campaign that are in action. For small businesses, Segment makes it extremely easy for building your own data warehouse and analytics stack. 

In short, product marketing tools are a must have for not only the product marketer, but the entire marketing team of an organization. For example, adopting a product marketing tool like SurveySparrow that lets you roll out online surveys, NPS surveys, embed chatbot for website, etc. can make your tasks simpler and wholesome. Now that we know what the best product marketing tools in the market are, lets take a look at why product marketing is the need of the hour.

Why is Product Marketing popular?

Because product marketing stems from the fact that every product is built with the customer in mind. It is focused on how the product can be built in such a way that prospects will embrace it with open arms. Since the work of a product marketer encompasses both the launch and promotion side of a product, there is a lot of involvement with the marketing, sales and product teams. 

  • It helps you learn about your competitors
  • Helps with the positioning of the product
  • Gets you a deep understanding of customers
  • Target user personas
  • Aligns sales, marketing and product teams
  • It ensures that the product meets the requirements of the prospects
  • Helps in keeping the relevancy of the product

Responsibilities of a product marketer includes:

  • Successfully strategize a product marketing plan
  • Identify who are the target audiences for the product
  • Work in alignment with the sales and marketing team
  • Understand how to position the product based on consultations with the teams
  • Ensure there is a product-market fit
  • Deliver the product in the right way
  • Ensure that the user experience is exactly how they expected from the business
  • Make sure that the product stays relevant

Wrapping up.. 

We have mentioned product marketing tools that have a variety of purposes, while there are many more tools that you could possibly use to get your product marketing on top, these are a must-have. These product management tools will help you make the entire product development process easier and helps you achieve optimum results. Effectively market your product to your audience to make sure that your launch is a success. 

It is a great time to be a marketer as there are so many available which eases their life. Every marketer wants a piece of the pie, which means that the competition to be heard is going to be even bigger. You need to have the right arsenal to come across as a business that cares about its users and have the execution ability to scale operations on an ad-hoc basis and these tools are a great way to start it from. Before you choose a product, ensure that it works best for your business. 

For collecting feedback from your customers, check out SurveySparrow and talk to our team to see how they can help you. 

Let us know the tools that you are using to get your product ready for the market. How does your product marketer manage the tools? What has been the most rewarding tool so far? 

Mathew Maniyamkott

Guest Blogger at SurveySparrow

Regular contributor to various magazines. Passionate about entrepreneurship, startups, marketing, and productivity.

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