The perfect marketing toolbox for 2025!

There is 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 the performance of their website and convert prospects into customers.

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

Take a look at our marketing toolbox to discover some essential 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 increase their performance and productivity, whether for :

• traffic acquisition
• analysing visitor behaviour
• 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 centralise customer data, track interactions and personalise communications. TakeHubSpot, for example, with its various specialised hubs. HubSpot's Marketing, Sales, Service and CMS hubs integrate perfectly to offer a complete solution. This enables a holistic approach, from acquisition to conversion and retention. This interconnection provides a 360-degree view of the customer journey, enhancing the personalisation 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 load speed, etc.) ;
• analyse and optimise page positioning by studying the semantics of the content;
• study inbound and outbound links;
• examine competitor sites and carry out 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;
• maximise 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 monitor the performance of your Google Ads campaigns.
• Semrush to carry out a market audit and study what your competitors are doing.

SMO (Social Media Optimization) software

🎯 You want to :

• centralise social networks into a single platform (Facebook, Instagram, Twitter, LinkedIn, YouTube, etc.) ;
• automate and schedule the publication of content on different networks at the same time;
• analyse your 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 simple 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 users of your site and therefore understand the user journey;
• have the keys to redesigning your UX/UI to facilitate this journey and improve conversions on your pages;
• create personalised pages with relevant URLs;
• analyse the results and understand which of the scenarios tested is the most effective in terms of conversions.

🛠️ Examples of UX/UI tools:

• Hotjar, heatmap software for analysing the behaviour and path of visitors to your site using heatmaps;
• A/B Tasty, A/B testing software to simplify the implementation of technical and usability tests on web pages;
• graphic design tools for laying out mock-ups and photo retouching.

Emailing software

🎯 You want to :

• send mass emails at low cost, white papers, webinars, landing pages,
• segment contact bases to send the right message to the right target, and so increase lead-to-customer conversions,
• create automatic emailing scenarios;
• build loyalty among your audience 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 using 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 yourself what functionality you need to support your marketing strategy, from lead management to campaign automation.

Interconnection with all the tools and the information system (IS) is essential. The integration of all channels and centralised data feed into the CRM guarantees a unified view of the customer. This makes it possible to capitalise on data, improve the personalisation of marketing actions and optimise decision-making.

The integration of AI should also be an important criterion in my view. It allows you to automate certain tasks, anticipate customer behaviour and optimise campaigns in real time. Choose software that incorporates these technologies to stay at the cutting edge of marketing efficiency.

To sum up, the choice of marketing software should be based on an in-depth analysis of your needs, focusing on the interconnection of tools, the centralisation 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) ;
• analyse 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 business sector, and analyse your competitors and their progress;
• Mention for marketing intelligence on social networks.

Software for managing opinions and feedback

🎯 You want to :

• carry out satisfaction surveys to gather customer opinions ;
• centralise customer opinions and impressions of your product or service;
• re-use the data to improve your product or for marketing purposes (opinions published on your site and on comparison sites, sharing opinions on social networks or in an email campaign, etc.) ;
• help to convince prospective customers of the benefits of your offer thanks to convincing feedback.

🛠️ Example of a feedback management tool:

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

Analytical software

🎯 You want to :

• monitor the progress of your marketing actions and compliance with the roadmap using KPIs ;
• draw up a personalised dashboard to analyse these indicators quickly;
• 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 for creating personalised, collaborative dashboards.

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Marketing automation software

🎯 You want to:

• automate tasks to avoid manual tasks and save time ;
• reach a wider range of prospects than would otherwise be difficult to reach manually;
• centralise a large number of 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 of 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 marketing data in a single interface;
  • extract and analyse data from multiple channels to anticipate user behaviour;
  • 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 behavioural segmentation;
  • communicate in a personalised way, using 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

Here are some 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 the connections between the 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?