With all of the different marketing software options, it’s easy to get overwhelmed about what your firm really needs to add to enhance its marketing toolkit. While you want to make sure the software you purchase is enough to suit your needs, you also don’t want to spend unnecessary funds on features you may never use. So, how do you know what marketing software is right for your professional services firm?

Ultimately, the answer to this question comes down to understanding your firm’s unique needs and goals. Let’s break down our discussion into the two types of software you will likely want to purchase to enhance your marketing toolkit: a customer relationship management (CRM) tool and email marketing software.

What You Need to Know Before Choosing CRM Software


First, consider what specific capabilities your team needs your CRM system to be able to handle. Make a list of your current marketing weaknesses to figure out your “must haves” for each software type you consider. For instance, is your team spending too much time manually entering data? Or, are you wasting valuable time and resources manually emailing each potential lead with a drip campaign? Look at each of your currently established processes and figure out how a specific CRM can address each challenge.


Throughout your search, you’re bound to come across more complex systems with features that are more likely to raise the price tag than actually help manage your client relationships. Be wary of add-on features that may just go unused and lead to employee frustration. However, that’s not to say that you should completely rule out any CRM system that could allow your firm to adopt new processes. It’s important to consider how your business will grow over the years so you can make sure you select a CRM software that can grow with you.


Data is at the heart of good CRM software. Your CRM should not only be able to keep track of your data, but also hand it back to you in an easily understood format. From your CRM data, you should be able to easily determine key factors like lead conversions and what your sales pipeline currently looks like. When you have a strong understanding of your data and analytics, you can craft a more effective marketing strategy and give better directions to your team.

Finally, in your search for the perfect CRM, remember that there are a number of differences between B2B and B2C sales, which can impact your sales software. For instance, B2B leads often need more nurturing and there are often multiple decision makers involved. Since B2B sales are usually very customized, your CRM needs to be able to handle and keep track of all your interactions.Email Marketing Guide

What are some good CRMs to consider?

If you’re just getting started on your search, start with Marketo, InfusionSoft and HubSpot. These three marketing software options are popular for good reason and may be exactly what you’re looking for while building your marketing toolkit.

See Also: Marketing Automation: How to Choose the Right Software for Your Firm

What You Need to Know Before Choosing Email Marketing Software


The ability to align your sales and marketing efforts can give you a stronger return on your investment and allow you to create more effective campaigns. That’s why finding email marketing software that is easily integrated with your CRM is key.


Next, make sure your chosen email software has an analytical element that allows you to see what’s working and what isn’t. You’ll want to know details of how your audience is interacting with your emails so you can know if you need to make tweaks or changes to your campaigns. For instance, are your emails getting opened? How long are recipients staying on the page to read your messaging? Are they clicking through on the call-to-action, or are they choosing to delete? Knowing the answers to these questions can help your firm send better targeted emails that can nurture your leads more effectively.


You should also try to find an email software system that incorporates an auto-responder to help increase your conversions. For instance, if a visitor to your website downloads your latest eBook and provides their email address in the process, an auto-responder would immediately send an email thanking them for their download and suggesting other actions. Capitalizing on that moment of interest can help bring leads into your sales funnel and build interest into what your firm has to offer.

However, all of your email marketing efforts won’t make a difference if your emails go straight to a spam folder. Luckily, the software you purchase can help you identify subject lines and content that might be flagged as spam so you can avoid this blunder.

What are some good email software options to consider?

Look into Constant Contact, Mail Chimp and InfusionSoft to get your search started.

Weeding through the options for marketing software can be headache inducing at best and completely overwhelming at worst. But by figuring out your professional services firm’s specific needs, you can narrow down your choices and find the marketing software solution that best sets your firm up for success.

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Kevin Bloom