The tracker
Every market a small business buys in, mapped product by product.
52 defined markets holding 931 product dossiers, organized into the six jobs a small business hires software for. Each category has its own evaluation checklist, and every profile within it is compiled from primary sources and dated with its last editorial review. More categories are added each edition.
Outbound & Deliverability
Getting cold outreach sent, delivered, and answered.
Cold Email Outreach
Cold email outreach platforms let sales teams send personalized email campaigns to prospects at scale, with sending-account rotation, sequencing, and reply management.
20 productsCold Email Infrastructure
Cold email infrastructure providers supply the sending layer underneath an outbound campaign: they register secondary domains, provision Google Workspace, Microsoft 365, or private mailboxes in bulk, write the SPF, DKIM, and DMARC records automatically, and hand the credentials to whichever sequencer you already use.
15 productsLinkedIn Outreach
LinkedIn outreach tools automate connection requests, messages, and profile interactions on LinkedIn, turning the network into a programmable prospecting channel.
19 productsSales Engagement
Sales engagement platforms orchestrate multichannel selling across email, phone, LinkedIn, and tasks into structured sequences, with analytics and CRM sync for full-team pipelines.
18 productsAI SDR Agents
AI SDR platforms run the research, list building, personalization, and sending steps of outbound prospecting autonomously, presenting themselves as a digital sales rep rather than a sequencing tool the user drives.
17 productsEmail Deliverability & Warming
Email deliverability and warming tools build and protect sender reputation by exchanging positive engagement signals between real inboxes, and by monitoring where a sender's mail actually lands.
23 productsEmail Verification
Email verification services check whether an address exists and will accept mail before you send to it, removing invalid, disposable, and catch-all addresses that would otherwise bounce and damage sender reputation.
17 productsAI Voice Agents
AI voice agents hold real phone conversations using speech recognition, a language model, and synthetic speech, answering inbound calls or placing outbound ones to qualify, book, and route without a human on the line.
16 productsData & Intelligence
Who to contact, who is in-market, and what the numbers say.
B2B Data Providers
B2B data providers supply the contact and company information (emails, phone numbers, firmographics, and buying signals) that feeds prospecting lists and enrichment workflows.
26 productsCustomer Segmentation
Customer segmentation tools group an existing customer base into targetable cohorts, using recency, frequency, and monetary behavior, lifetime value, and firmographic similarity, then push those segments into the email, ads, and CRM tools that act on them.
9 productsWebsite Visitor Identification
Website visitor identification tools reveal which companies, and in some markets which individual people, are browsing a site anonymously, so a sales team can follow up on interest that never filled in a form.
19 productsBuying Signals & Intent
Buying signal platforms watch public and first-party events, job changes, hiring, funding, technology adoption, community activity, and product usage, then surface the accounts that just became worth contacting.
17 productsGTM Analytics
GTM analytics tools measure how go-to-market actually performs: where traffic and pipeline come from, what marketing touches contribute revenue, and what users do once they arrive.
16 productsProduct Analytics & Session Replay
Product analytics tools track what users do inside an application, funnels, retention, feature adoption, and session replay, so teams can see where activation breaks rather than guessing.
15 productsForms & Surveys
Form and survey tools collect structured input from people, whether that is a lead capture form, a customer research survey, an application, or a payment.
23 productsGTM Engineering
GTM engineering tools are the build-it-yourself layer of the go-to-market stack: the workflow automation engines and search APIs that small teams wire into custom prospecting, enrichment, and reporting pipelines instead of buying another point solution.
17 productsCustomer Data Platforms
Customer data platforms and pipelines collect behavioral and customer events once, unify them into a single profile per person, and route that data to every downstream tool, warehouse, and ad platform that needs it.
16 productsCall Tracking & Attribution
Call tracking platforms assign trackable phone numbers to campaigns, keywords, and pages so inbound calls can be attributed to the marketing that produced them, with recording, scoring, and conversion data pushed back to ad platforms.
16 productsClient Reporting Dashboards
Client reporting platforms pull metrics from ad, analytics, SEO, social, and CRM sources into automated dashboards and scheduled white-label reports, replacing the monthly spreadsheet an agency assembles by hand.
16 productsSales Operations
Running the pipeline from first call to signed contract.
Sales CRM
Sales CRMs are the system of record for pipeline: they store every contact, company, and deal, and structure the follow-up work that turns conversations into revenue.
23 productsDialers & Business Phone
Sales dialers and business phone systems give a team numbers, call routing, and outbound dialing modes, with CRM logging so every conversation is captured against a record.
17 productsConversation Intelligence
Conversation intelligence platforms record sales calls, transcribe them, and analyze the content for coaching, deal risk, and competitive mentions, turning the call archive into a searchable and scoreable dataset.
16 productsAI Meeting Note Takers
AI meeting note takers join calls to record, transcribe, and summarize them, turning conversations into searchable notes, action items, and CRM updates without anyone typing.
23 productsScheduling & Booking
Scheduling tools replace the back-and-forth of finding a time by exposing real calendar availability as a bookable link, with routing, reminders, and payment collection built in.
23 productsProposals & E-signature
Proposal and e-signature tools turn quotes, statements of work, and contracts into trackable documents that a buyer can review and legally sign in a browser.
16 productsSales Commissions
Sales commission software calculates variable pay from CRM data, publishes statements reps can verify, and gives finance an auditable trail in place of a spreadsheet.
14 productsDigital Sales Rooms
Digital sales rooms give each deal a single shared web page holding the proposal, demo recordings, pricing, mutual action plan, and every document a buying committee needs, with engagement tracking on who viewed what.
16 productsMarketing Channels
Owned and paid channels that bring the demand in.
Email Service Providers
Email service providers are the platforms that store an audience and send it email at scale: list management, campaign editors, automation, and the sending infrastructure underneath.
22 productsMarketing Automation
Marketing automation platforms trigger messages and campaigns from customer behavior, moving people through lifecycle stages across email, in-app, SMS, and push without manual sends.
16 productsSMS Marketing
SMS marketing platforms send text campaigns and two-way conversations to opted-in subscribers, handling carrier registration, consent records, and compliance alongside segmentation and automation.
17 productsSEO & Content Marketing
SEO and content tools research what an audience searches for, guide how a page should be written to rank for it, and track where that page lands over time.
23 productsAI Writing & Content Generation
AI writing tools generate marketing copy, blog articles, and campaign assets from prompts and brand guidelines, adding workflow, brand voice controls, and team collaboration on top of a foundation model.
18 productsSocial Media Management
Social media management tools schedule and publish posts across networks from one queue, then report on what the audience did with them.
22 productsPaid Ads Management
Paid ads management tools automate the operational work of running campaigns across Google, Meta, and LinkedIn, including rule-based optimization, creative testing, budget pacing, and cross-channel reporting.
17 productsLocal SEO & Listings
Local SEO tools manage business listings across directories and map platforms, track rankings by geographic point rather than by country, and audit the citation consistency that determines local map visibility.
16 productsPR & Media Outreach
PR and media outreach tools maintain journalist and podcast databases, pitch and distribute press releases, monitor coverage and brand mentions, and connect sources to reporters who are actively requesting them.
16 productsInfluencer & Creator Marketing
Influencer marketing platforms search creator databases by audience and performance data, verify audience quality, manage outreach and contracts, and track the content, sales, and affiliate revenue a campaign produces.
15 productsConversion & Content
Turning attention into pipeline with pages, events, and media.
Landing Page Builders
Landing page builders let marketing teams design, publish, and test campaign pages visually, without waiting on engineering to ship a route.
23 productsWebinars & Virtual Events
Webinar platforms run live or automated online presentations with registration pages, attendee engagement tools, and post-event analytics that feed marketing and sales follow-up.
17 productsAsync Video Messaging
Async video messaging tools record a screen and camera into a shareable link with viewing analytics, so sellers and support teams can explain something once and send it rather than booking a call.
17 productsCorporate Gifting & Direct Mail
Gifting and direct mail platforms send physical items, handwritten notes, and digital gift choices to prospects and customers, with address collection, spend controls, and CRM tracking built in.
18 productsAffiliate & Referral Programs
Affiliate and referral software tracks who sent a customer, attributes the resulting revenue, and pays the referrer, turning word of mouth into a measurable acquisition channel.
18 productsCRO & Experimentation
Conversion rate optimization and experimentation tools show how visitors actually behave on a site through heatmaps and session recordings, then let teams test changes with A/B and multivariate experiments before committing to them.
20 productsLead Capture & Popups
Lead capture tools convert existing website traffic into contacts using popups, slide-ins, banners, and gamified offers, triggered by behavior such as exit intent, scroll depth, or time on page.
16 productsCustomer & Revenue
Supporting, keeping, and billing the customers you win.
Customer Support Platforms
Customer support platforms consolidate email, live chat, and help-center content into shared inboxes and ticket queues, so a small team can answer customers without dropping conversations.
27 productsProduct Onboarding & PLG
Product onboarding tools add tours, checklists, tooltips, and in-app messages to a product without shipping code, so teams can guide activation and announce features on their own.
25 productsNotification Infrastructure
Notification infrastructure platforms sit between an application and its delivery providers, turning one API call into orchestrated in-app, email, push, SMS, and chat notifications with batching, digests, preference centres, and per-tenant routing, so product teams stop rebuilding that logic in application code.
9 productsRetention & Churn Prevention
Retention tools watch subscription and usage data for accounts at risk, then intervene with cancel flows, failed-payment recovery, health scores, and lifecycle outreach to keep revenue that was about to leave.
17 productsTestimonials & Social Proof
Testimonial and social proof software collects written and video customer praise, then publishes it to a site as embeddable walls, widgets, and structured review markup.
18 productsCommunity Platforms
Community platforms host a branded space for customers or an audience to talk to each other and to the company, usually combining discussion, events, courses, and paid membership.
17 productsSubscription Billing
Subscription billing platforms handle recurring charges, plans, invoicing, dunning, and tax, either as a layer on a payment processor or as a merchant of record that takes on tax and compliance liability.
17 productsTeam & Hiring
Building the team that runs everything above.
