23 of the Most Popular SaaS Vendors Leading the Market Today

Last updated on by Ted Vrountas in Conversion Optimization, Marketing Agency Tips

Today, a whopping 6,000+ marketing technology vendors pack the industry to its brim. And as the marketing technology landscape widens, so too does the knowledge gap between consumer and vendor.

Who are the top marketing SaaS vendors? Can they fulfill my needs? What will they enable me to do?

On top of day-to-day operations, even simple questions like these can pose a monumental challenge. More complex ones about support, features, and integrations make shopping around even harder.

So, on behalf those without the time to shortlist martech software, we’ve compiled a list of the leading marketing SaaS vendors among the 6,000+ available today.

The best SaaS vendors on the market

Whether you’re in need of one tool or an entire stack, the following will guide you toward some of today’s top SaaS marketing vendors. For more on constructing a marketing technology stack to support your ad budget, get the Instapage guide: The Advertising Stack to Power Your $1M+ Ad Spend:

CRM software

At the core of every successful business is a customer relationship management software. If your marketing tech stack was a body, this would be the brain. Software in this category accomplishes two major goals:

For example, a visitor ends up on your landing page, where they submit their personal information in exchange for your industry report. Now you have their name, email, business size, and budget in your CRM.

If, the next time they reach one of your landing pages, you ask for the same information in a lead capture form, that information should be auto-filled to make converting easier. Information is initially passed to your CRM, which it stores, then sends back out to other tools to provide targets with a more personalized user experience.

Top SaaS vendors in the CRM category

Email marketing software

After all these years and so many powerful tools later, nobody could’ve guessed that email would still be marketer’s most valuable. Still, it generates upwards of a 4,400% return for every dollar spent. It’s affordable, but more importantly, it’s consumers’ preferred method of contact.

Nearly all businesses use a squeeze page, a lead capture page, or an exit pop-up to gather email addresses at the top of their funnel for nurture. That makes email marketing software the heavy lifter when it comes to guiding visitors through the customer journey.

Top SaaS vendors in the email marketing category

Marketing analytics software

All good campaigns start with great data. And you can’t gather and sort it effectively without a marketing analytics platform. A good software from this category will not only allow you to collect behavioral data but also to…

Sort it in a way that gives you a clear picture of what it means and how you should use it.
Pass it along to other tools in your stack.

On page, software in this category helps you form an idea of who this customer is and how they interact with your content.

Top SaaS vendors in the marketing analytics category

Social media advertising

This year, social media advertising revenue is expected to rise even higher, which isn’t surprising, considering most people access the internet through a handful of apps on their mobile device. Those apps? Research shows they’re primarily social media:

Even though, on social media, users aren’t necessarily in shopping mode, history has shown that doesn’t mean they won’t buy. And that’s especially true if you’re targeting people who already have a relationship with your business. Software in this category allows visitors to capitalize on…

Top SaaS vendors in the social media advertising category

Social media marketing

Marketers have always succeeded by being where their customers are. So, for the same reasons that make social media advertising appealing, social media marketing is as well.

Software in the social media marketing category allows businesses to manage organic content, as opposed to paid advertisements. That includes scheduling posts, targeting them, analyzing, cross-promoting on other platforms, and more…

Top SaaS vendors in the social media marketing category

Video marketing

Video content is becoming more and more of a staple of today’s modern-day marketing strategy. When you consult the research, it makes sense: After watching a video, 64% of people say they’re more likely to buy a product. Additionally, companies that use video earn 41% more search traffic than those that don’t.

Marketers making video a more central part of their strategy will appreciate software in this category, which usually offers a suite of tools for creating highly engaging, visual content.

Top SaaS vendors in the video marketing category

Tag management software

To integrate any tool with your web pages — whether it’s A/B testing, analytics, heat maps, or behavior tracking — you need to employ the use of tags. Tags are little snippets of JavaScript implanted into the code of your website. In theory, no problem.

The only trouble is, if you don’t have a dedicated tech or on-hand or experience editing code, you risk making drastic errors that could kill a campaign, down your website, or something worse and more permanent.

That’s what tag management technology is for. In this category, software allows its users to easily add, edit, replace, delete tags without having to navigate a website’s code.

Top SaaS vendors in the tag management category

Communication software

Staying ahead of the competition, necessitates moving faster than ever, across departments, teams, and even continents. Communication software allows businesses to do that, by ditching old meeting methods like email and in-person gatherings. With text, video, voice, and more, these tools enable the agility expected by the modern consumer.

Top SaaS vendors in the communication category

Marketing automation software

If marketing automation had a slogan, it would be “smarter, not harder.” This class of technology allows its users to automate simpler, repetitive tasks, so a business’s staff can focus on more complex issues. Some work with email, others involve social media, but every marketing automation tool has one thing in common: freeing up time for the people behind the tech.

Top SaaS vendors in the marketing automation category

Content management software

Just because internet users spend most their time in social media apps and make most their decisions on landing pages doesn’t mean your website is obsolete. Still, the hub of your business online is your website. And content management software makes it easier to build, edit, and maintain.

Similar to tag management software, content management software offers various of levels of customization and ease of use based on skill level. Some you can find which require little to no experience with code at all, while others are designed to give experienced web developers a flexible foundation to build on.

Top SaaS vendors in the content management category

Project management software

For agile teams, juggling several projects at once can be hectic, especially with several parties involved. Have the developers finished their part? And the copywriters? What about the designers?

When one time-sensitive roadblock can doom a campaign, software in this category ensures teams stay on-task to meet every checkpoint, all the way to completion.

Top SaaS vendors in the project management category

Live chat

If they need to contact you, customers expect more than just a phone number and email address with which to do it. They expect you to be available on their terms. That means offering customer service via email, phone, social media, and now, live chat on your website.

Software in this category allows businesses to keep website visitors that may have otherwise bounced without an answer to their question. It also provides said businesses with real-time customer data with which to make their content more comprehensive, so that future visitors can find answers on their own.

Top SaaS vendors in the live chat category

Post-click optimization software

The rise of post-click optimization software has come swiftly. As marketers began to realize the major gains that come from boosting conversion rate even a few percentage points, tools that allow for the scaled optimization of landing page experience became highly popular.

This type of software allows marketers to optimize what comes after the ad click in the online advertising experience. That includes scalable creation, optimization, personalization, page load speed, message match, conversion ratio, and much more. A good tool will not only enable its users to optimize such things, but do so quickly, easily, and effectively.

Top SaaS vendors in the PCO category

Assemble your marketing stack with the best SaaS vendors

Today, most businesses rely on a grouping of best-in-class tools to deliver highly personalized customer experiences. When choosing yours, always remember to…

Start assembling the marketing stack to power your $1M ad spend with this resource from Instapage.