The perfect marketing toolbox for 2025!

There's a plethora of marketing tools on offer. Every marketing manager or CMO (Chief Marketing Officer) is constantly looking for the best strategic and operational marketing tools to improve their website's performance, and convert prospects into customers.

Are you looking for the best tools for your marketing? Inbound marketing, SEO, emailing, marketing automation or brand image management... we take stock in this article co-written with Gabriel Dabi-Schwebel, president and founder of 1min30.

Take a look at our marketing toolbox to discover some must-have solutions!

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The marketing toolbox for your team in 2025

This panorama of marketing tools will delight your webmarketing team and give them the means to boost performance and productivity, whether for :

• traffic acquisition,
• visitor behavior analysis
• conversion on your website,
• user retention,
• reputation management,
• marketing strategy management.

A word from the expert

Customer Relationship Management (CRM) is at the heart of any successful marketing strategy. An effective CRM tool makes it possible to centralize customer data, track interactions and personalize communications. TakeHubSpot, for example, with its various specialized hubs. HubSpot's Marketing, Sales, Service and CMS hubs integrate seamlessly to offer a complete solution. This enables a holistic approach, from acquisition to conversion and retention. This interconnection offers a 360-degree view of the customer journey, reinforcing the personalization and effectiveness of our marketing actions.

Gabriel Dabi-Schwebel,

SEO (Search Engine Optimization) software

🎯 Would you like to :

• carry out a technical audit of a website to identify the blocking points that are holding back your site's positioning (technology used, sitemap, meshing, page loading speed, etc.) ;
• analyze and optimize page positioning by studying content semantics;
• study inbound and outbound links;
• examine competitor sites and conduct keyword research.

🛠️ Examples of SEO tools:

• Screaming Frog to crawl your site's pages and extract SEO data,
• Ranxplorer to identify rankings by page or keyword,
• SEObserver to study keyword competition and track backlinks.
• Ahrefs for keyword research and tracking

SEA (Search Engine Advertising) software

🎯 You want to :

• position your brand quickly in search engine results ;
• be visible to the targets that interest you;
• create Google Ads simply;
• maximize the return on investment (ROI) of your AdWords campaigns.

🛠️ Examples of SEA tools:

• Google keyword planner to create and manage your SEA campaigns,
• Keyword Suggest to identify keywords on which to base your campaign,
• WordStream advisor to track the performance of your Google Ads campaigns.
• Semrush to conduct a market audit and study your competitors' actions

SMO (Social Media Optimization) software

🎯 You want to:

• centralize social networks in a single platform (Facebook, Instagram, Twitter, LinkedIn, YouTube, etc.) ;
• automate and schedule the publication of content on different networks at the same time;
• analyze post statistics.

🛠️ Examples of SMO tools:

• Buffer for scheduling posts and publishing them on several networks at the same time,
• HootSuite for broadcasting posts and easy management of video sharing.
• SocialPilot for online data mining.

UX/UI design software

🎯 You want to:

• identify the areas of your pages where visitors linger or, on the contrary, those they avoid;
• detect the navigation used by your site's users, and thus understand the user journey;
• get the keys to redesigning your UX/UI to facilitate this journey and improve conversions on your pages;
• create personalized pages with relevant URLs;
• analyze results and understand which of the tested scenarios is the most convincing in terms of conversions.

🛠️ Examples of UX/UI tools:

• Hotjar, heatmap software for analyzing visitor behavior and paths on your site via heatmaps;
• A/B Tasty, A/B testing software to simplify the implementation of technical and usability tests on web pages;
• graphic design tools for layout and photo retouching.

Emailing software

🎯 You want to :

• send low-cost mass emails, white papers, webinars, landing pages,
• segment contact bases to send the right message to the right target, and thus increase lead-to-customer conversions,
• create automatic e-mailing scenarios;
• build audience loyalty by sharing relevant content on a regular basis (content marketing),
• drive traffic back to your website from visitors who are already familiar with your brand.

🛠️ Example of an emailing tool:

• Sendinblue for easy drag-and-drop email creation and audience segmentation with CRM features.

A word from the expert

Choosing the right marketing software is a crucial step. It's essential to start with a thorough understanding of your own needs and objectives. It's a good idea to ask what functionalities are needed to support the marketing strategy, from lead management to campaign automation.

Interconnection with all tools and information systems (IS) is essential. The integration of all channels and centralized data feedback to the CRM guarantee a unified vision of the customer. This makes it possible to capitalize on data, improve the personalization of marketing actions and optimize decision-making.

The integration of AI should also be an important criterion in my opinion. It enables you to automate certain tasks, anticipate customer behavior, and optimize campaigns in real time. Choose software that integrates these technologies to stay at the cutting edge of marketing efficiency.

In short, the choice of marketing software should be based on an in-depth analysis of your needs, focusing on the interconnection of tools, the centralization of data, and the integration of AI for a high-performance, scalable marketing strategy.

Gabriel Dabi-Schwebel,

Marketing intelligence software

🎯 You want to :

• receive alerts about your brand and understand how it is perceived (e-reputation) ;
• analyze the market and its workings, and study the competition;
• collect data on specific keywords, then process it to check its relevance and reuse it in your marketing strategy.

🛠️ Examples of marketing intelligence tools:

• Meltwater to identify trends and innovations in your sector, and analyze your competitors and their progress;
• Mention for social network marketing intelligence.

Opinion and feedback management software

🎯 You want to :

• conduct satisfaction surveys to collect customer opinions;
• centralize customer opinions and impressions of your product or service;
• reuse the data to improve your product or for marketing purposes (reviews published on your site and on comparison sites, sharing reviews on social networks or in an email campaign, etc.);
• help convince prospects of the benefits of your offer, thanks to convincing feedback.

🛠️ Example of a review management tool:

• Je donne mon avis to create and distribute personalized surveys with forms and survey templates, and collect feedback.

Analytical software

🎯 You want to :

• track the progress of your marketing actions and compliance with the roadmap thanks to KPIs ;
• draw up a customized dashboard to quickly analyze these indicators;
• anticipate and prevent risks;
• share progress with your team in a collaborative and transparent way;
• review your marketing strategy and reassess objectives and priorities;
• make relevant decisions based on figures.

🛠️ Examples of marketing analytics tools

• Google Analytics for analytical tracking, the benchmark analysis tool for all marketers! Track your site's traffic overall and page by page, as well as conversions, time spent on each page and bounce rate;
• Rowshare to create personalized, collaborative dashboards.

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Marketing automation software

🎯 You want to:

• automate tasks to avoid manual work and save time ;
• reach a broader spectrum of prospects than would otherwise be difficult to reach manually;
• centralize numerous functions in a single tool to avoid multiple interfaces and make better use of data, without losing it;
• improve the profitability of marketing actions: little manual intervention for good conversion rates.

🛠️ Examples of marketing automation tools:

• MailChimp for :
  • Simplify your emailing and retargeting campaigns
  • Email-based lead scoring
  • A/B testing up to 2 versions of an email.
  • Create campaign scenarios and automate related actions.

• Mapp Cloud (Mapp Intelligence, Mapp Acquire and Mapp Engage) to :
  • simplify marketing automation, customer experience and data marketing in a single interface;
  • extract and analyze data from multiple channels to anticipate user behavior;
  • create event scenarios and automate multi-channel marketing actions (email, web, SMS, mobile push, social).
    
• Webmecanik for :
  • exploit and enrich your prospect and customer data, thanks to tracking of your sites and applications, and declarative and behavioral segmentation;
  • communicate in a personalized way, thanks to a campaign editor with multi-channel automation (sms, popin, white papers, emailing);
  • benefit from the strength of a community and its scalable open source technology.

Choosing your marketing tools

Final tips to help you make your choice:

• Test, test, test! That's what free trials are for: try them out, get a feel for the tool and adopt it (or not!).
• Check connections between software: you may only be looking for one in particular, so make sure it's compatible with your existing tools to get the most out of your data.
• Ask your peers for their opinion: what have they already tested and approved?