It’s a bit of a paradox: the fact that you need product marketing software in order to market your software (which may, in and of itself, be product marketing software). Alas, that’s just how things go in the technology world.

At one time, product marketing software was comprised almost entirely of existing software solutions (mostly traditional). No specific marketing software was created for this task. The general functionalities and extensions of traditional software (called tool chains), did the job.  However, this is not the case anymore. Marketing has become so complex that generic tool chains are not sufficient.

 For a long time, it wasn’t practical to replace tool chains for specialized software due to cost restraints and technological limitations. However, the cloud architecture and SaaS platform have allowed very niche software to become ‘practical.’ They have made software integration readily available – without the logistical costs that older methodologies would have had. So, thanks to these advances, I am proud present three examples of specialized, product management applications.

#1 – WalkMe

WalkMe was initially designed as an alternative to traditional training but it does a whole lot more. Walkme is a live, onboard SaaS application that easily integrates into standing software systems. It guides users on tasks in real-time, as they interact with the software. Walkme acts as an automated, personal content-aware teacher. Its point and click, code-free environment makes WalkMe a breeze to ‘program’.

The growing community of WalkMe enthusiasts and users has been discovering how this dynamic system is applicable for many purposes. In addition to training, WalkMe excels in customer self-service.

WalkMe guides users through demonstrations of products or services. It allows users to wander through the tour and then guides them in the direction they want to go. When it comes to marketing, Walkme can highlight different features of the product or service.

#2 – Hubspot

Hubspot, which I’ve talked about before, is quite popular for its inclusive, multi-channel outreach. Hubspot can integrate your product into various online advertising channels, be it banners, video pre-roll advertisements, mobile application ads, mailing lists and much more. Hubspot is terrific for being a one-stop shop for reaching out to a multitude of channels. This includes social marketing channels such as Twitter, Facebook and Tumblr . Now social media can be automated with one-button. Hubspot is a little expensive, but they’re worth it.

#3 – Google Adwords

Google Adwords is a multi-channel outreach system from a central dashboard structure. While it’s very powerful, it’s not intended as a competitor for Hubspot or Walkme, but rather a supplement. Google Adwords takes advantage of Google’s sophisticated and powerful trend trackers and keyword optimization. It harnesses their own search engine to analyze what people are looking for.

Adwords works alongside Adsense, which encourages website and service providers to integrate ad space within Google’s channels. Adsense is a powerful and effective way to advertise to the right demographics within the right context.

As you can see, product marketing software takes many forms and serves a myriad of purposes. As the industry grows and SaaS moves into the forefront as a standard, you should take advantage of helpers such as Walkme, Hubspot and Google apps.