Here’s a curated list of my favorite technology, tools, and services for SaaS marketing.
Carrd is the least expensive coming in at $19/year for the paid version. It’s definitely the fastest way to get something up and in market. Easy, intuitive, plenty of integrations, and well-designed.
Webflow starts at $12/month in their paid plans. Webflow is the perfect blend between the ease of use of Squarespace and the flexibility of a custom-coded Wordpress site. Webflow has an incredibly robust visual editor but is still an exceptionally functional CMS.
If your website doesn’t have blogging capabilities, or even if it does, Medium is a great way to start a blog. Start a publication, pay $80 once to have it under your subdomain and then you’re on your way. Or, you could just repost your blog posts to Medium for added reach.
Starting at $19/month (billed annually), Ghost is a great platform for adding on a blogging CMS to your existing website.
Google Analytics is the most popular option, as well as being free, makes it an obvious default choice.
Mixpanel offers some great capabilities instead of or also alongside Google Analytics. If your SaaS is a web app, I’d recommend you use Google Analytics for your marketing site and Mixpanel for your app site.
Segment is an amazing solution to help ensure data consistency between all your tools. Segment is a single platform that collects, stores, and routes your customer data to hundreds of tools with the flick of a switch. Segment takes care of the messy analytics installation process for you, so you can spend more time using your data and less time tracking it down. Segment starts for free and tiers up very affordably.
Hotjar is a suite of analytics tools that will help you gather “qualitative data” (that's the stuff that isn't numbers). We're talking heatmaps, funnel tracking, user polls, surveys and more. Hotjar is a MUST for your marketing sites and starts very affordably.
Heap is the best alternative to Google Analytics when you can afford it. Heap is especially good with conversion funnels, event tracking, and doing it all without having to be technical.
Namecheap is my go-to for purchasing and managing domains. It’s affordable and easy to use. But above all else, their customer service is what I count on.
Testing & Optimization
Google Optimize is Google’s solution for A/B testing and personalization. The true progress here is how Google Optimize pairs with Google Analytics, and how easily we can tie our experiments to KPIs in Google Analytics.
Optimizely is a website testing solution to optimize your pages. Optimizely doesn’t disclose it’s pricing, but it doesn’t start cheap.
Plainflow is a workflow orchestrater to integrate services and create behavioral based customer journeys. Use "recipes" to automate multiple touch points for a customer between your tools.
Zapier is an integration connector that you can use to automate tasks or send data between tools. Zapier is like virtual duct tape. It integrates with nearly everything and you can easily get started to automate mundane or complex tasks.
Mailchimp is the best beginner email marketing platform. Send emails, manage subscribers, offer SUPERB tracking, set up autoresponders, create beautiful email templates, target subscribers, and split test our campaigns. Mailchimp starts for free and scales up along with the size of your list. Mailchimp is not optimal if you want to have a lot of lead magnets, as it’s list based and you’d have to set up a separate list for every piece of content you want to gate.
Drip combines the ease of use and light weight of Mailchimp with the power and sophistication of a product like Infusionsoft. Drip has an amazing workflow visualization tool as well as great event tracking features. Leadpages acquired Drip in 2016 so the two tools integrate flawlessly and really work well together.
HubSpot offers a free CRM that integrates well with many tools and generally is a good solution for any startup just starting out. One of the gripes with HubSpot is the disconnect between Contacts and Companies. In HubSpot, they classify people and companies as different records and they generally don’t sync very well together. There are some advantages however, as this allows you to clearly define company leads and individual people leads.
If you’re looking for a super lightweight CRM that works well with your google email account, Streak is a great solution. Streak starts for free and tiers up to $50/month for more advanced features and other integrations.
Pipedrive is also great for high-touch sales models that require many touchpoint and a system for staying productive. Pipedrive combines sales efforts with kanban style productivity to easily organize your leads. Pipedrive starts much more affordably than Close.io at $15/user/month and tiers up.
Salesforce, the SaaS that started the revolution. To be honest, I hate the Salesforce products. They’re old, clunky, and confusing. The value in Salesforce is purely in the integrations. There are an unparalleled number of direct integrations that are much more fluid than others.
While pricy, Clearbit offers amazing prospecting, lead enrichment, and anonymous revealing products to help get the data you need on all your website visitors and leads. Reveal allows you to turn anonymous visitors into leads, Enrichment adds additional data to every contact, and Prospector allows you to discover qualified accounts.
Productivity & Collaboration
Slack is a no-brainer for team communication and collaboration. Seamless integrations (especially with G Suite products), super easy to use, and a great way to organize conversation. Slack starts for free and tiers up very affordably.
Dropbox is a great way to backup important files, have a single place for evergreen content, and create a wiki to draw from. Dropbox is a great alternative to Google Drive because Google Drive can get cluttered and overloaded with random google docs, pictures, and email attachments. You need Dropbox so that you can keep a single place for all your important documents to draw from.
Google Docs is the best way to collaborate in documents. The Google Docs suite includes Docs, Sheets, and Slides. Google docs update in real-time and have all the functionality you need to get stuff done.
Airtable is an amazing way to build interactive tables. Airtable is a great step up from Google Sheets if you feel you need to do more than what Google Sheets allows you to do.
Screenflow is a great way to create screen-capture videos and recorded demos. Capture the highest quality screen recordings, adjust and revise your video using the easy-to-use editing interface, and create all sorts of videos for marketing.
Trello is insanely easy to use and has a ton of integrations with products you probably already use. Kanban style productivity boards are the best way to organize what you need to get done. I’ve personally used Trello for content planning, event planning, and personal productivity tracking.
Notion is my new favorite tool right now. They're essentially a digital workspace. It brings several tools together like notes, to-do lists, kan-ban boards, tables, and more. Notion is a must-have if you need a single place to work out of.
FYI allows you to search and organize all your documents in one place. As a marketer I know that you probably hundreds of documents spread across Google Docs, Evernote, Slack, Dropbox, and more. FYI acts as a single source of truth for everything. This is a lifesaver. Seriously.
Demio is by far the easiest webinar marketing software on the market today. Demio is browser-based, which is a much more fluid experience for your potential customers and customers. Demio allows you to do one-time webinars, automated webinars, and even onboarding webinars.
Livestorm is also another great webinar software out that that is still as easy to use as Demio, while having more features and functionality like some of the older platforms. Livestorm is browser-based and has been growing rapidly.
For social media marketing, you really only need to do one thing easily: schedule posts in advance. Buffer makes this seamless. Buffer is extremely easy to use, gets the job done, and is affordable.
MeetEdgar is a social media automation tool that allows users to recycle, repost, and automatically feed new content into scheduled blocks during the week. MeetEdgar is extremely easy to use and affordable with their one tier pricing plan.
Ops Calendar is an amazing product built especially for marketers. Map out and execute your content plan, automatically schedule social media posts, and plan out product launches.
CoSchedule is an amazing combination of project management, content organization, social media scheduling, and social media automation. CoSchedule is essentially a heavy-duty version of Ops Calendar.
Buzzsumo is the best and only tool you need for content research, competitive content research, influencer research, and alerts. It’s starts very affordably and is a must have for content creators.
This is a neat little tool that will help you go from 0 to 1 in planning out content.
This is also a great tool to check the effectiveness of a blog post title, landing page heading, or even email subject line.
Anchor is by far the easiest way to start podcasting. You can start recording on your phone and computer at the touch of a button, easily add music and effects, call in guests, and more — for free! You can even create an RSS feed URL through Anchor and use it to submit to all the other podcasting apps like Apple Podcasts, Overcast, Stitcher, Breaker, etc.
Transistor is a company co-founded by one of my role models, Justin Jackson, and they are creating a turn-key solution to starting and managing an amazing podcast.
Zencastr is the best way to record remote interviews. Zencastr allows you to simply send a link to your guest and they open it up and you can record high-fidelity audio. Recording remote interviews can be a huge pain and hassle, and Zencastr makes it seamless.
Conversational Marketing / Chat
Drift literally coined the term conversational marketing, and is the best sales and marketing platform on the market right now. Drift comes out with a new product every month, is super lightweight and easy to use, and is transforming the way business is done online. Their chat widget is free, and you can easily upgrade for amazing bot features, email sequences, and “playbooks” for targeted messages.
Intercom is one of my favorite pieces of technology because of its connection between sales, marketing, and customer success. Intercom is a MUST have for your SaaS app, and is equally as valuable for marketing on your website.
Grammarly is a great chrome extension that highlights grammar and spelling mistakes and gives you recommendations for how to improve on any website. Oh, and it's free. If you’re doing marketing, you need Grammarly. You’ll be surprised how many mistakes it catches.
Hemingway is a website where you can easily input your copy and get actionable insight into how to make it easier to understand and readable.
Viral / Giveaways
Viral Loops is the best way to run viral and referral campaigns. Viral Loops has templated campaigns based on incredibly successful campaigns by real companies that you can use to plug and play for your own business.
Splash is an end-to-end event marketing technology that gets you a beautiful landing page, easily manage RSVPs and tickets, and actionable analytics.
Hunter does one thing and it does it extraordinarily well: find someone’s email. It starts for free, and is completely worth it.
Lemlist is my favorite outreach tool because you can send personalized images and memes automatically. It's super underutilized in favor of some of the more well-known options. But I personally love it because it's so different. It starts very affordably and is great for building relationships.
If you work with a lot of influencers or do a lot of link-building campaigns, Ninja Outreach is a great tool to manage it all.
Ahrefs is the best SEO tool on the market. I'm a huge fan of the product and use it daily. It's much more SEO focused than it is SEM, and is a superior product for back-link analysis. The content analysis and keyword explorer are much more helpful than SEMrush or Moz in my opinion.
Finding relevant journalists for your content or your product launches is the hardest part of PR. Easily search keywords to find the best journalists to reach out to.
Howler is a simple “PR outreach as a service” product; a productized alternative to $5k/mo PR agencies that will rip you off, especially in the early stages.
Referral / Influencer
First Promoter is an easy way to manage affiliates and referrals. Launch your own affiliate and referral program in minutes. Quick integration with Stripe, Recurly, Braintree, Chargebee or with our API.
Ambassador is essentially First Promoter on steroids. It’s a large-scale solution for when you have hundreds of affiliates and referral programs.
FOMO is a code snippet you place on your website that appears periodically to notify viewers of conversion activity on the page they’re viewing. Users will see how many people are viewing the page, who just signed up, and many other cool features. FOMO is a must-have for any website getting a decent amount of traffic.
Snip.ly allows you to add a call to action to every link you share. If you do guest blogging, appear in tech blogs, or are mentioned online, you can add a call to action to the page when you share the link to take more people back to your website and convert.
Bonjoro helps you convert and retain more customers through personal video by connecting to your CRM and easily allowing you to send a personalized video to every person who signs up for your product. Bonjoro is one of my favorite new tools and is a must-have for every product.
Mobilize is an all-in-one community management platform that allows you easily create and manage an online community. Mobilize provides a much better experience than Slack groups and has amazing features Slack can’t rival.
Mighty Networks is also a great solution for community management if you want to make your community a paid membership. Get started for free and create a great community to get going.
Analytics & Reporting
Databox pulls all your data into one place, so you can track performance and discover insights in real-time. Databox integrates with all of your tools to create dashboards to easily visualize all your data.
Pixelme is one of my favorite little-known tools. Pixelme turns your links into shortened, trackable links that you can then use to retarget with ads from various platforms.
If you're managing a large demand generation program across multiple platforms, Adroll can consolidate that into a single platform to manage and optimize. Adroll allows you to take your ABM strategy to the next level.
Similar to Adroll, Terminus focuses on ABM through advertising. Terminus has a great integration with LinkedIn if you do a lot of LinkedIn ads.
Quuu is one of those products that is so incredibly effective, yet not well known. Have real people share your blogs, videos, podcasts and infographics on social media. Get hundreds of shares, mentions and clicks to your content.
Zest is a chrome extension and wetbsite hat curates the best marketing content by allowing users to suggest content. It also allows users to "boost" content as a paid service.
Growsumo helps you manage your partner program to build channel sales. This is especially helpful for more high-touch sales models that may be reselling software through agencies or technology partners.
Appsumo partners with companies for one-time discounted offers. Appsumo is a great way to get some early traction and users to spread the word about your product. You will have to discount it very heavily, but if you're looking for early traction, it's a good solution.
Design Pickle provides unlimited graphic design services for $370/month.
Manypixels provides unlimited graphic design for startups for $259/month.
Outgrow allows you to easily create interactive content, great for side projects or lead generation. Create calculators, quizzes, recommendations, polls, and assessments.
Briefcase is a bundle package of SaaS products for a low monthly cost. For $50/month, you get access to many tools you can use to grow your business. Some of my personal favorites (that are also listed here) are Pixelme, Lemlist, and Viral Loops.
If you want to make an argument for why another tool should be in here, I'm all ears! Feel free to tweet at me or email me anytime.