20 Best Marketing Tools by Category | Selection Guide and Implementation Tips
When considering adopting marketing tools, a very common concern is 'there are too many options and I don't know which to choose.' Marketing tools span from analytics to MA, CRM, SEO, and ad management, with dozens of products in each category.
What matters is not just adopting popular tools, but clarifying which part of your marketing process you want to strengthen and choosing tools that match that purpose.
In this article, we categorize marketing tools into five use cases—Traffic and Awareness, Lead Generation and Nurturing, Analytics and Performance Measurement, Customer Management and Communication, and Strategy Planning and Project Management—and introduce 20 carefully selected tools with their features, ideal use cases, and pricing from a practitioner's perspective.
Marketing tools are the collective term for software that streamlines, automates, and visualizes marketing activities. With the penetration of digital marketing, data-driven decision-making and tactic automation have become possible, enabling even small teams to execute sophisticated marketing activities.
Marketing tools are broadly divided into the following categories by use case: SEO tools and ad management tools for traffic and awareness, MA tools and email marketing tools for lead generation and nurturing, analytics and ad measurement tools for performance measurement, CRM tools for customer management, and project management tools for overall strategy management.
To avoid failure when choosing marketing tools, keep these three criteria in mind:
The approach of adopting tools just because they seem convenient is the number one cause of tool adoption failure. First, identify where the bottleneck lies in your marketing process—insufficient lead generation, low lead-to-deal conversion, poor SEO results—and choose tools that solve those specific problems.
Marketing tools only realize their full value when integrated with other tools. For example, MA tools can centrally manage lead behavioral data when integrated with CRM, ad tools, and analytics platforms. Whether smooth integration with tools you already use like Google Analytics or Salesforce is possible becomes an important evaluation criterion.
Even adopting high-functionality tools becomes a waste of cost if your team can't use them effectively. It's important to judge based on total cost including not just monthly fees but also setup effort, operational staff allocation, and learning costs. Start with free plans or trials to confirm the tool fits your operational structure before committing.
Marketing tools useful for the traffic and awareness phase. We introduce SEO tools for increasing organic search traffic and ad management tools for short-term lead generation.
Ahrefs is a comprehensive SEO tool with one of the world's largest backlink databases. It covers all essential SEO functions including keyword research, competitor analysis, backlink analysis, and site audits. Its strength lies in providing a bird's-eye view of competitor site traffic and keyword strategies. Especially recommended for companies seriously pursuing content marketing. Pricing starts from approximately $99/month (Lite plan).
SEMrush is a comprehensive digital marketing platform covering both SEO and advertising. It offers wide-ranging capabilities including keyword research, site audits, competitor ad strategy analysis, and content marketing support. Suited for companies wanting to manage both SEO and search advertising in one platform. Pricing starts from approximately $139.95/month (Pro plan).
Google Ads is an advertising platform for managing search ads, display ads, and YouTube ads in an integrated manner. Search ads are particularly effective for reaching high-intent users, making them a high-impact tactic even for B2B marketing. It's free to start and budget caps can be flexibly set, making it easy to begin on a small scale.
Meta Ads is a platform for delivering ads on Facebook and Instagram. It enables highly precise targeting using interests, behavioral data, and lookalike audiences. Effective for B2C products, brand awareness, and retargeting ads in B2B. Can be started with a small budget.
Marketing tools that support the process from lead generation through nurturing to deal conversion.
HubSpot is an all-in-one marketing platform integrating MA, CRM, content management, and sales enablement. Starting from a free plan and scalable as your company grows, it offers one-stop management from lead generation to nurturing through email marketing, LP creation, form building, and lead scoring. Especially recommended for startups and SMEs. Free plan available; paid plans start from approximately $20/month.
SATORI is a Japan-developed MA tool designed specifically for Japanese marketing practices. It excels in approaching anonymous leads (visitors whose personal information hasn't been captured yet), differentiating it from overseas tools by enabling outreach before lead acquisition. With robust Japanese-language support, it's suitable for companies adopting MA for the first time. Pricing starts from 148,000 yen/month.
Marketo Engage is an enterprise-grade MA tool from Adobe. It features advanced lead scoring, cross-channel campaign management, and ABM capabilities for large marketing organizations. Its integration with the Adobe product suite (Analytics, Experience Cloud, etc.) is especially powerful, making it highly compatible for companies already using Adobe products. Pricing is custom.
Mailchimp is one of the world's most widely used email marketing tools. With its intuitive interface for email delivery, A/B testing, and automation design, it's easy for beginners to get started. The free plan allows up to 500 emails per month, making it ideal for companies wanting to start email marketing on a small scale. Free plan available; paid plans start from approximately $13/month.
Tools for measuring marketing tactic effectiveness and driving improvements.
GA4 is Google's free analytics tool. With event-based tracking, it enables detailed user behavior analysis, conversion path visualization, and predictive capabilities. It's an essential tool for all marketers and the basic starting point. Available for free.
Looker Studio is a BI tool for integrating multiple data sources into dashboards. It consolidates data from GA4, Google Ads, Search Console, and Spreadsheets into a single dashboard, visualizing the overall picture of marketing performance. Particularly effective for streamlining reporting workflows. Available for free.
AD EBiS is a Japan-developed ad effectiveness measurement platform. It tracks user behavior end-to-end from ad exposure to conversion and visualizes each ad channel's contribution through attribution analysis. Essential for companies running multiple ad channels to optimize budget allocation. Pricing is custom.
Hotjar is a tool for visually analyzing user behavior on your site through heatmaps and session recordings. By intuitively understanding 'where users click' and 'where they drop off,' it's highly effective for improving LP and site CVR. Combined with GA4, you can analyze from both quantitative and qualitative perspectives. Free plan available; paid plans start from approximately 32 euros/month.
Marketing tools for centralizing customer information management and strengthening customer communication.
Salesforce is the world's number one CRM platform by market share. It enables integrated management of all customer touchpoint data including sales management, marketing automation, and customer support. Highly customizable, it connects with thousands of apps through AppExchange. Especially suited for large organizations and companies with complex sales processes. Pricing starts from approximately $25/user/month (Starter).
kintone is a business app creation platform by Cybozu. You can create customer management and deal management apps with no-code, customizable to your company's workflow. While it lacks the full features of dedicated CRM tools, its high flexibility makes it ideal for companies wanting to digitize without disrupting existing workflows. Pricing starts from 1,500 yen/user/month.
Intercom is a customer communication platform integrating web chat, messaging, and help desk. From real-time chat with site visitors, behavior-based message delivery, to AI bot auto-responses, it broadly covers lead generation through customer support. Particularly popular among SaaS companies and e-commerce businesses. Pricing starts from $29/month (Essential).
LINE Official Account enables customer communication on LINE, which has over 96 million users in Japan. With messaging, coupons, rich menus, and shop cards, it offers comprehensive features for reaching Japanese consumers. Essential for B2C businesses targeting the Japanese market. Free plan available; paid plans start from 5,000 yen/month.
Marketing tools for streamlining content creation and social media management.
Canva is a design tool for creating professional-quality creatives without design skills. You can create a wide range of marketing visual content including social media posts, banners, presentation materials, and videos. Rich in templates with team collaboration capabilities. Free plan available; Pro starts from approximately $13/month.
WordPress is the CMS (Content Management System) used by over 40% of websites worldwide. It features SEO-friendly architecture, a rich plugin ecosystem, and flexible customization. It remains the most widely used choice as an owned media foundation for content marketing. The software itself is free; server costs are separate.
Buffer is a social media management tool for centrally managing posts across multiple SNS accounts. It supports scheduled posting and performance analytics for X (Twitter), Instagram, Facebook, LinkedIn, and more. Directly reduces SNS management workload, especially recommended for small teams managing multiple social channels. Free plan available; paid plans start from $6/channel/month.
Tools that support everything from marketing strategy planning to tactic progress management and team collaboration.
Notion is a workspace tool that unifies documents, project management, databases, and wikis. It can be used as a marketing content calendar, campaign manager, and knowledge base. Highly flexible, customizable to your team's workflow. Free plan available; paid plans start from $8/user/month.
Asana is a task management tool with strengths in marketing campaign project management. It manages projects through multiple views including timeline, board, and list, enabling smooth task assignment and progress tracking among team members. Useful for collaboration within marketing departments and with other departments (sales, design, etc.). Free plan available; paid plans start from $10.99/user/month.
Xtrategy is a marketing ERP platform that centrally manages everything from marketing strategy planning to tactic management and KPI monitoring. Rather than optimizing individual parts with separate tools, it's suited for teams that want to make strategic decisions while maintaining a bird's-eye view of all marketing activities. Designed with integration with other marketing tools as a premise, it allows integrated confirmation of each tool's results on a strategy dashboard.
Monday.com is a visual and intuitive project management tool. It offers templates for overall marketing campaign schedule management, creative production workflows, and budget management. Rich in automation features that contribute to streamlining routine tasks. Free plan available; paid plans start from $9/user/month.
The most common failure in marketing tool adoption is implementing too many tools at once without being able to use them effectively. First identify the biggest bottleneck in your marketing process and start with the tool that solves it. Then expand incrementally as you see results—this phased approach works best.
When marketing tools operate in isolation, data silos emerge and the overall picture of tactic performance becomes invisible. During tool selection, verify API and native integration support and keep in mind an architecture that enables future cross-tool data integration.
Simply implementing tools won't produce results. By establishing operational rules in advance—who checks what metrics, how often, and how improvements are connected—you can prevent tools from becoming 'installed but unused.' This is especially critical for high-functionality tools like MA and CRM, where building the operational framework determines success or failure.
Choosing marketing tools that match your company's challenges and objectives is most important. This article introduced curated tools across six categories: Traffic and Awareness, Lead Generation and Nurturing, Analytics and Performance Measurement, Customer Management and Communication, Content Creation and SNS Management, and Strategy Planning and Project Management.
When selecting tools, the key to avoiding failure is evaluating based on three criteria: clarifying the problem to solve, integration with existing tools, and budget and operational feasibility. You don't need everything from the start. Begin with the area of greatest impact and expand incrementally as you confirm results.
For those looking to holistically manage individual marketing tool results from a strategic perspective, we recommend the marketing ERP platform Xtrategy. By centralizing each tool's data on a strategy dashboard and enabling team-wide sharing of tactic progress and KPIs, it serves as a foundation for maximizing the effectiveness of tool adoption.
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