Tools of trade

There are dozens of tools you can use for the job. Here are the top tools advised by product marketing professionals in 2020 that you should consider in your marketing stack.



With mobile attribution, marketing analytics, people-based attribution, deep linking, fraud protection, smart banners and audiences, AppsFlyer helps organisations measure everything from QR codes and email campaigns to social ads and in-app events.


Focusing on measurement and deep linking, Branch is all about mobile growth. With link matching guarantees it ensures your links work across every platform and channel and your users experience a flawless journey - even after they leave to install your app. On top of that, it joins the dots between cross-channel and platform journeys so you can trace a customer’s steps with confidence, optimise campaigns and maximise revenue.

Google Analytics

We don’t need to tell you Google Analytics is vast, but some of its more popular features among the product marketing community include: • Its behavioural flow reports • Seeing where people click on a page
• Identifying popular on-page elements • Understanding where people leave with Exit Pages
• Its A/B testing functions • The ability to segment data by things late date, location and browser.


Mixpanel hand-delivers real-time data so you can see how it performs against key metrics over time, pinpoint trends, understand what’s causing them and employ initiatives to engage, retain and convert. It uses things like correlation analysis and look-alike modelling to dive into the numbers and then prompts you to set improvement goals and create and test your hypothesis.


With heatmaps, video recordings, conversion funnels, form analysis, feedback polls and surveys, Hotjar creates just about an accurate picture as you can get in terms of visually understanding how customers move around your product.


The name’s a bit of a giveaway, but DocSend’s all about sending documents - with a difference. You send everything (up to 250MB) via links, have the ability to switch off access at any time, receive real- time feedback, and are given the option to protect your doc with email or passcode verification.


Uberflip uses personalised content to speed up buyer journeys by aggregating all your content (videos, social posts, blogs, the lot) into one central hub, providing the tools needed to deliver personalised content experiences at scale, sending prospects to purpose-built end destinations, distributing content across multiple platforms, and more.


Wordpress is one of the biggest CMS’s in the world - and with reason. It comes with tonnes of themes, SEO tools built-in, intuitive navigation, in-depth stats, social sharing, mobile-friendly and responsive designs, and more.

Movie Maker

Movie Maker’s a Windows app and can be used to make videos out of photos, video clips and music. Outside of the basics, some of its most popular features include text captions and slides, photo enhancement filters, 30+ transition effects, 30+ fonts, and animated pan-zoom for still photos.


Avidemux is simple in offering but comes without a price tag. It supports various file types (like AVI, DVD, MPEG, MP4 and ASF), has cutting, filtering and encoding functionalities built-in, and is compatible with Linux, BSD, Mac OS X and Windows.

VSDC Video Editor

VSDC is a non-linear video-editing tool with tonnes of visual and audio effects (colour correction, object transformation, object filters, transition effects and special fx), adjustable colour blending parameters, chart-making capabilities (including pyramids, stacked bar, line, scatter, Gantt, etc.), and a built-in DVD burning tool. Plus more.


Compatible with both Windows and Mac, VideoPad supports most video formats, comes with more than 50 effects and transitions, markets itself as the fastest streaming processer around, lets you fine- tune your colours, and has a free sound effect library to pick and choose from.


With Loom, you can easily show not tell. It makes video part of your day-to-day communication by recording you and your screen, either simultaneously or standalone, and then sharing it with a simple link. No exports. No uploads. No other apps. Just easy.


With nothing but a Chrome extension and webcam, Soapbox has everything you need to create high-quality videos. For many product marketers, it’s a must for explainer and training videos, demos, tutorials and feature updates. As well as easy recording, transition, editing and distribution tools, it comes with built-in analytics and alerts to measure activity.


We’re sure this one doesn’t need much explanation, but YouTube’s a video hosting and sharing platform. As well as the basics, you can live stream, dictate privacy settings, set custom thumbnails, add external annotations, create a custom channel URL, and target your market with adverts.


Seismic utilises AI and machine learning to discard the time and resource-intensive parts of the sales cycle and ensure sales and marketing teams have the information and insights they need, when they need it, without fail. Say bye to creating unused assets. Say bye to outdated collateral. Say hi to more customers, bigger deals, and happier teams.


MindTickle puts data at the heart of helping customer-centric companies maximise their team’s skills and customer’s experiences by engaging employees with things like gamification, role play and micro- learning to enhance frontline interactions and ensure everyone’s doing your product or service justice.


Do you ever wish you could clone your top sales reps? Well, you could say Chorus is one of the next best things. In brief, it reviews deals based on conversation metrics (like discounting, product and competitor mentions) and lets you know when and how often they were brought up so you can build a deal-winning cheat sheet.


Gong gives you insights into the sales conversations that work so you can improve the ones that don’t. It tells you what to talk more and less about - based on data, assembles multiple channels in one place - like calls and emails, and puts conversation intelligence at the heart of transforming how you go to market.


From generating leads all the way through to closing deals, GetAccept’s an all-in-one B2B sales platform. Just a few of its top features include live chat, video and SMS communication, real- time contract editing without the need to re-send, electronic signatures, proposal templates, and trackable sales collateral.


Crayon tracks more than 100 data types across 300m+ sources to give you an unbelievably robust view of your competitors’ every move. On top of that, it organises and prioritises updates and hand- delivers the insights you need to enable sales, inform decisions and optimise campaigns.


Kompyte keeps you hot on the pulse of your competitors’ every move by automating the repetitive parts of the research process (like keywords, promotions, price and feature changes) and compiling all the findings into one, easy-to-analyse place. After that, sharing the insights, incorporating them into your plans and measuring KPIs is painless.


CompleteIQ comes with AI-lead intel and personalised and actionable battlecards that deliver dynamic comparisons between competitors (plus the option to filter by feature). It also integrates a win/loss survey into your opportunities so no info’s lost and everyone’s up-to-date. And more, of course.


Customisable programmes, probing questions, savvy processes (including interview scheduling, transcription, incentivisation and analysis) and robust reporting are just some of the tactics Clozd uses to delve into the detail needed to win more and lose less.

External Insights

External Insights provide both market (MI) and competitive (CI) intelligence to help you come to critical decisions with confidence. Their MI service includes market sizing, market landscape analysis and market value chain analysis, and their CI offering encompasses a competitor deep dive and analysis, customer analysis and merger and acquisition screening.


Although for both product managers and product marketing managers, for PMMs Aha!’s a central location to plan and coordinate future marketing activities and lets you:
Add details to tasks, assign to-dos, collaborate on deliverables, track dependencies and speed-up approval, and
Create performance targets, measure the impact of work and track ROI.


Although more targeted towards PMs, ProdPad’s a handy companion for PMMs too. Some of its key features include drag-and-drop roadmaps, priority charts to help pick out valuable product ideas (and filter by things like customer desire, freshness and team votes), and customer feedback and portfolio management tools


With ProductPlan, you can build roadmaps in a matter of minutes, easily update them as and when decisions are made, communicate your plans visually, standardise the process across products to create a consistent portfolio, and transparently align decisions with strategic goals.


Part spreadsheet, part database, Airtable makes organisation and collaboration a piece of cake. You can add as many users as you like and each can edit, comment, add and contribute to projects in real-time. It accepts any type of content - attachments, long text notes, links, checkboxes, barcodes or otherwise, and lets you pick from grid, calendar, gallery or kanban view.


“Get the right products to market, faster.” productboard provides a place to consolidate all your ideas, requests and feedback and prioritise which features should be tackled first. Then, you can easily share different versions with different people, track pre-launch progress, and engage with your customer community.


Asana’s all about helping teams get organised, say on track and hit deadlines, and it does this by providing a single place to store, detail and track project components. Within it, you can move tasks through various stages (like To Do, In Progress, Started, Waiting for Approval and Done), set timelines, see how busy your teams are, and get instant calendar access to everything that’s going on.


If you’re looking for a more efficient way to work with your team Basecamp could be the answer. You can create to-do lists to see which tasks are upcoming or overdue, start project-specific message boards, set schedules, share and store important files, start real-time group chats, invite clients, see hill charts, and much, much more.


Using, managing and sharing multiple tools, projects and files every day comes with a whole load of security, compliance and organisational concerns, but that’s where Box hopes to help. It provides a safe haven to store and share all your work in one place and is open to both internal and external collaboration.
It integrates with 1,000s of leading software providers (like Office 365 and G Suite), accommodates every industry and country’s security and compliance requirements, and installs intelligent workflows for you to access anywhere, at any time.


If you hop from tool-to-tool every day 1Password could be the answer to your password-forgetting prayers. All you need to remember is the one password for your master account and then they store and protect the rest.

G Suite

G Suite’s a popular choice among PMMs for general collaboration and comes with a whole load of features to make the day-to-day that bit easier. Connect: Gmail, Calendar, Currents, Hangouts Chat, Hangouts Meet, and Hangouts Meet Hardware. Create: Docs, Sheets, Forms, Slides, Sites, App Maker, Keep, and Jamboard. Access: Drive and Google Cloud Search. Control: Admin, Vault, Mobile, and Workinsights.


Bluntly put, Slack simplifies team communication. Conversations occur in channels or private messages and the former can be split by project, team, department or just about anything else, with members able to join and leave as they wish. Better yet, everything’s searchable, it integrates with external tools and services, lets you drag-and-drop files, and accommodates face-to-face and face-to-screen calls.


Confluence makes collaboration open and accessible to help teams create powerful pages, work better together and stay organised. Whether it’s your six-month marketing plan or product requirements, it’s got templates to give you a kickstart and lets you group relevant pages, jointly edit, give feedback and understand team decisions.


Jira helps software teams plan, track, release and report on their activity. Its task boards give instant insight into where projects are at and supports the distribution and prioritisation of workflows. With 24/7 visibility, it also provides peace of mind that releases are always based on up-to-date info.


Teamwork exists to free up time so you can focus on the tasks that matter. Its Projects make collaboration easier and give everyone a view of the bigger picture, its Desk reduces silos by setting up one single, central location to store everything, its Chat feature makes communication more efficient, its Spaces provide a safe spot for all your important documents, and its CRM gives greater visibility over the sales process.


Planning, tracking and collaborating. Every day of the week. Monday comes packed with templates for every use case (that you can customise, too), lets you add things like due dates, tags and who’s in charge, makes inviting people and assigning tasks super simple, and presents the bigger picture - whether that be timelines, calendars, files or otherwise.


As the name suggests, Optimizely’s all about getting more out of your efforts. It facilitates experimentation and personalisation from the same place and across both product and marketing teams. On top of
that, you can test your ideas across controlled segments of your traffic and its Stats Engine takes the guesswork out of future offers, CTAs and copy, so you know what will and won’t work before you try it.


Sprinklr pulls in what customers are saying on social media platforms, messaging channels, blogs, forums, news and review sites, and then converts all that unstructured intel into actionable insights (using AI) so you can deliver personalised marketing, proactive care and amazing experiences.


Whether it’s an in-app message, email, SMS, push notification or otherwise, MoEngage helps you reach customers with the right message or recommendation at the right time. Better yet, with built-in flows, it simplifies the creation and deployment of consumer journeys, uses AI to remove guesswork, and lets you measure, iterate and optimise from one dashboard.


Leadpages makes building websites, landing pages, pop-ups, alert bars and social ads easy for even beginners. It comes with built-in, real-time conversion guidance, tonnes of templates, drag-and-drop style builders, A/B split testing tools, and more.


Used by the likes of Lyft, Nike and Spotify, Contentful brings a better way to manage content by enabling developers and marketers to work simultaneously, resulting in faster digital product launches. Developers have the freedom to use their preferred tools and frameworks and focus on building awesome pages, while marketers take complete control of testing, refining and publishing their content. Win-win.


Hmm, where to start. It’s impossible to cover it all, but here’s a very high-level overview of some of HubSpot’s most popular features:
• Marketing: create landing pages, personalised paths, SEO-optimised content strategies, and
drag-and-drop your way to smart and responsive templates.
• Sales: automate email campaigns and follow-ups, track deal statuses, and connect with your
market via live chat.
• Service: bring all your communication channels together (inbox, live chat, forms, Facebook and
more) and create and monitor tickets.


It’s the world’s #1 CRM for a reason. Salesforce unites all your teams - marketing, sales, service and commerce - and equips them with the tools needed to connect with customers in a meaningful manner. There’s too much to squeeze into a paragraph or two, but some of its highlights include predictive scoring, marketing automation, journey building and goal tracking tools.


Pipedrive is an activity-based sales CRM. It visualises the sales process in stages, prompts next steps so you stay on top of your pipeline, lets you send and receive emails in-app, automatically bumps tasks that are due or overdue to the top of your lists, and shifts activities down the line with a simple Kanban-style drag-and-drop board.


Intercom are the communication giants. Their chatbot and live chat features help qualify more leads, their targeted messages help onboard and activate more customers, and their inbox automation and self-service support ensure personalisation’s on tap at scale.


Close brings you the best of both worlds: CRM and built-in sales automation. It comes with complete transparency so everyone knows what’s going on in the sales process, built-in calling to maximise reps’ on-the-phone time, automatic follow-up reminders, lots of personalised email templates, one- click SMS contact, easy access to all your leads, automatic sales sequences, and more.


From expense reporting, online surveys and integrated marketing automation systems to contact management, online training tools and governance solutions, Zoho’s got just about everything you need to run not only every aspect of product marketing but the business full stop.


Not into coding? Not a problem. Drift lets you build custom chatbot flows in minutes with no need for any coding, all so you can create personalised sales conversations and generate more qualified leads.


Whatfix helps your users work their way around your product self-sufficiently and you deliver great customer experiences with less manual input. It lets you build step-by-step walkthroughs with zero coding, create segments, set-up condition-based walkthroughs, auto-generate various content types (like PDFs, videos and slideshows), schedule alerts and announcements, and analyse how people use your product.


UserIQ helps you get under the skin of how your customers think to increase revenue, decrease churn, and drive continual improvement. On-demand, virtual guided tours, segmented usage data and real-time customer feedback tools are just a snapshot of what it’s got to address all three.


Amplitude’s Behavioural Analytics Platform goes deeper than just clicks and views to paint the complete picture behind how people interact with your product. It also identifies which personas are most likely to become power users, takes important product paths apart to help improve mid- step conversions, and gives you the tools you need to pinpoint growth opportunities. In tandem with this, Amplitude Engage provides assets to personalise users’ experiences and act on the patterns they’ve shown. With it, you can push or schedule segment-specific campaigns in-app and monitor engagement, conversion and retention data on-the-go.


Used by the likes of Unilever and Macy’s, Bazaarvoice is the world’s largest shopper network. In a nutshell, it helps organisations connect with consumers by serving authentic content (like reviews, ratings, questions and answers) at the right time. Their product and service umbrella’s split into seven pillars: ratings & reviews, questions & answers, connections, curations, sampling, personalisation data and brand edge.


Typeform strives to help you get more responses from your forms and surveys by making them engaging, conversational and well-designed. Its templates cover everything from quizzes and polls to lead gen forms and online invitations, and you have the option to create personalised question paths, filter out irrelevant fields, and segment leads into your CRM.


Although known mostly for its survey capabilities, from accepting online payments and analysing NPS scores to automatically generating new content and creating forms, SurveyMonkey offers so much more.


From identifying and ironing out visitors’ pain-points, extracting qualitative and quantitative insights on any online interaction, and delving deep into intricate events - like when someone clicks a bit of text, FullStory’s got almost everything you need to fine-tune your customers’ experience.


With a mission of ‘ridding the world of bad user interfaces’, Balsamiq provides wireframes so anyone can design great websites, mobile apps, web apps, desktop software, and more. It comes on three different platforms - Cloud, desktop and Google Drive - and their site’s also packed with lots of (free!) courses, resources and inspiration too.


Whether you’re creating graphs, editing photos or starting a social post from scratch, Canva caters for it all. With tonnes of templates, drag-and-drop tools and pre-set dimensions it makes creating awesome-looking artwork easy - whatever design-level you’re at.


Moqups provides a single hub for teams to create and collaborate on wireframes, mockups, diagrams and prototypes. From visualising your concept to shaping your idea (with things like sitemaps, flowcharts and storyboards) to creating a functioning prototype, you name it, it can do it, and everyone can chip in with feedback along the way.


Connecting the entire design workflow in one place, within InVision, you can build prototypes, add, see and reject feedback, brainstorm on a digital whiteboard, create inspiration boards and smooth over design-development transitions, all from your most-loved collaboration tools.


Zeplin focuses on improving collaboration between designers and developers by maintaining the way designer’s design and automatically generating accurate specs, assets and code snippets for developers. The end game? Equally beautiful results but with less of the meetings and back and forth amends.


Figma specialises in design collaboration and provides spaces for teams to design, prototype and feedback on work. Simply share a link and see live updates, comments and changes as you go. In the words of Twitter’s Senior Design Manager, “there’s no going back.”


In five words, Mailchimp’s about ‘marketing smarter and growing faster’. It gathers all your audience’s data in one place to lay the foundation for custom content creation. It provides design tools to help create show-stopping visuals to supplement your words. It simplifies the process of building, launching and measuring cross-channel campaigns. And it delivers real-time reports and personalised recommendations so your campaigns go from strength-to-strength.

Campaign Monitor

Start to finish solutions to get impactful email campaigns out of the door. Campaign Monitor comes with 100s of templates (including things like countdown timers), lets you create personalised automation journeys and enables data segmentation.
If you’re looking to build your base you can also grow your audience with signup forms and if you’re after ways to improve, its analytics suite gives an aggregate overview of your performance and drills into your data on a geographic, engagement and acquisition level.


From educating new subscribers to asking promoters to review your product, with Autopilot, you can do it all with personalised messages and without lifting a finger. It integrates with 100s of popular apps, ensures the right people are reached at the right time, and takes the manual element out of your day-to-day.


Marketo’s an Adobe company and comes with three offerings:
Marketo Engage. Brings marketing and sales together to create personal experiences, custom content, and track performance through every stage of complex buyer journeys.
Bizible. Delves deeper than just clicks and leads to create accurate and actionable pictures into what is and isn’t working, as well as the impact on your bottom line.
Adobe Experience Cloud. End-to-end customer experience management for marketing, advertising, analytics and e-commerce.


Drip helps you understand your market so you can make campaigns truly personal. First, it digs deep into the data with tags, custom fields and customer behaviour, then, using that info, it creates segments, sets up behaviour-based automation and sends out personalised content across multiple channels.

Product marketing

© 2021 Jayati Agarwal

I Sometimes Send Newsletters