PLA Tools of Choice 2023

PLA TOOLS OF
CHOICE 2023
PLA Tools of Choice Contents
Contents
Part 1 Part 8
Introduction 3 Design Tools 66
Part 2 Part 9
Roadmapping Tools 3
5 Product Experience &
Engagement Optimization 79
Part 3
Product Discovery 11 Part 10
Adoption and Onboarding 93
Part 4
Collaboration Tools 15 Part 11
Product Content and
Part 5 Thought Leadership 102
Project Management Tools 28
Part 12
Part 6 User Research 110
Product Demo, Video and
Event Tools 39 Part 13
Knowledge and Customer Success 117
Part 7
User Tracking, Analytics Part 14
and Measurement 50 What tools will be HOT in 2023? 124
2
PLA Tools of Choice Report PLA Tools of Choice
Part 1
INTRODUCTION
2023’s ultimate directory of the tools enabling product-led growth!
3
PLA Tools of Choice Report Introduction
Tools of Choice Report

Creating an optimal user journey, engaging users with seamless onboarding processes, having
flawless subscription plans and the best support features is no simple feat. In fact, adopting
product-led growth and leading a product from conception to completion requires a little helping
hand to get the best results.
Working in product, you likely know X, Y, and Z about PLG, product positioning, road mapping, etc., but
there will still be times when a little extra assistance is needed to get you from A to B.
But there’s an endless amount of tools available; for streamlining roadmaps, advancing analytics,
improving insights, facilitating customer feedback, and more…
So how can you know which ones actually deliver? And which are worthy of your time and investment?
It’s time for our ultimate annual directory of the tools enabling PLG! Designed to give you the answers.
Whether you’re a new product manager or a seasoned CPO, this definitive list is sure to help you
navigate the market and select the right option to excel in your role.
The PLA Tools of Choice Report includes:
• An overview of each tool,

• A link to their site,
• Breakdown of costs, where possible.
• Expert insights on the hottest tools to look out for in 2023.
No time wasters. No imitations. You can quote us on that. 😎

NB: All prices were correct at the time of writing and some are dependent on specific thresholds (i.e.
number of contacts or monthly active users) and so maybe more indicative than an actual final sum.
4
Part 2
ROADMAPPING
TOOLS
No matter the product, roadmapping is a crucial part of the product
development process and every PM’s role. Knowing what’s over the horizon
ensures everyone is aligned with the specific goals of the product and the
responsibilities of the team.
Finding the right product roadmapping tools is essential. Thankfully, there

are some excellent tools out there to help make roadmapping a breeze,
bolster product strategy and ensure your team stays agile.
Let’s dive in...
5
PLA Tools of Choice Report Roadmapping Tools
Dragonboat
Dragonboat was cited as a fantastic platform for outcome-focused teams by the PMs we surveyed.
It allows for product teams to align easier over a connected strategy, experiment, execute, prioritize,
deliver and improve. The platform allows PMs to build outcome-based roadmaps using data-
driven prioritization and portfolio modeling, connect initiatives to objectives (OKRs), compare
roadmap scenarios to inform future iterations, and more. Dragonboat's responsive product portfolio
management platform, paired with an outcome-driven culture is the foundation upon which a
successful product team is built.
Dragonboat.io 
Starting Scaling Enterprise Enterprise+

Monthly $49/mo $89/mo $129/mo -
Annually $39/mo $69/mo $99/mo Custom quote
monday.com
When it comes to roadmapping tools, monday.com is a great option for both large and small
product teams. It’s full of visual and flexible features to assist teams needing an agile workflow to
collaborate, plan, track and manage projects. It offers ample support with recorded webinars and
tutorials, and sports a simple and intuitive user interface.
monday.com Free up to two users 
Individual Basic Standard Pro Enterprise

Monthly £0 £9/user/mo £11/user/mo £18/user/mo Custom quote
Annually £0 £7/user/mo £9/user/mo £14/user/mo Custom quote
6
Aha!
For product teams looking to improve communication within the group and across the whole
org, Aha! can function as a central location to plan and coordinate future product development
activities. It acts as an ideas portal for roadmap planning, where you can get a consolidated view
of product strategy across the org and dive into specific details when needed. You can add details
to tasks, assign to-dos, collaborate on deliverables, track dependencies, and speed-up approvals.
All with amazing visuals that can be used company-wide.
aha.io 30-day free trial available 
Premium Enterprise Enterprise+

Monthly $74/mo $124/mo Only available annually
Annually $54/mo $99/mo $149/user/mo
ProductPlan
ProductPlan can help you plan, visualize and effectively manage multiple projects simultaneously
while assigning priority without losing any sense of direction. Product managers can transparently
align decisions with strategic goals while building flexible roadmaps in a matter of minutes that
can be accessed anywhere and at any time. Plus, it seamlessly integrates with all other tools like
Slack and Jira and has helpful in-app tutorials for you to become super proficient.
productplan.com 
Business Enterprise Enterprise Plus

Monthly $49/mo Only available when billed yearly -
Annually $39/mo $69/mo Contact for quote
7
ProdPad
ProdPad is a super useful companion for product managers and is certainly a tool every PM should
try. It comes loaded with key features, where you can visualize the roadmap easily, understand
backlog and prioritize charts to filter out the best product ideas, based on importance. The customer
feedback and portfolio management feature also help you understand customers better. And it can
be easily integrated with other useful day-to-day tools.
prodpad.com 
Esse ntial Advanced Performance

Monthly $119/mo $349/mo $1,199/mo
Annually $99/mo $299/mo $999/mo
Airtable
Airtable is part spreadsheet, part database, and allows for easy organization and seamless
collaboration thanks to a number of high-level functionalities. It’s an ideal platform for adding
and contributing to projects in real-time. Take feature requests, prioritize the roadmap, track any
developments, and more. This highly customizable tool can be made to fit any process. Keep your
product team perfectly in sync as you plan and track your goals.
airtable.com 
Free Plus Pro Enterprise

Monthly n/a $12/mo $24/mo Custom quote
Annually n/a $10/mo $20/mo -
8
productboard
Serving as an all-in-one platform, productboard can easily integrate with the daily tools PMs use
and make the whole development process easier, from discovery to delivery. It provides a place to
consolidate all your ideas, requests, and feedback and prioritize which features should be
tackled first.
productboard.com 
Individual Team Enterprise

Monthly $59/mo/maker $199/mo/maker Custom Pricing
Annually $49/mo/maker $99/mo/maker Custom Pricing
Trello
For PMs seeking a collaboration tool that gives teams a clear view of any projects in progress
and the stage at which each part of a project is at, Trello comes highly recommended. The
platform can allow you to organize any notes, images, and other documents into specific boards.
Communication is vastly improved, as the visual boards make it easier to follow projects.
Trello.com 
Free Standard Premium Enterprise

Monthly n/a $6 $12.50 $17.50
Annually n/a $5 $10 $210
9
Roadmap Planner
Need to keep track of the future stages of product development? This software delivers a big picture
of upcoming projects, in a simple and visually attractive way. The Gantt view feature gives you a full
and clear overview of long-term strategic plans and the forthcoming tasks. You can relocate tasks
easily on the roadmap timeline using the Drag-and-Drop mechanism. Plus, it works even without an
internet connection.
roadmap-planner.io 14-day free trial is currently available - contact for pricing
airfocus
The “prioritization platform built to help you make the right product decisions” essentially covers
all the project management basics, including roadmapping. In fact, the platform is arguably one
of the best for a RICE scoring roadmap to prevent feature bias. It’s highly customizable, employing
algorithms that score items based on input. Allowing you to build dynamic and lean roadmaps that
highlight key objectives and help you solve the right problems.
airfocus.com 
Essential Advanced Pro Enterprise

Monthly $19 $50 $109 Custom
Annually $15 $39 $89 Custom
10
Part 3
PRODUCT
DISCOVERY
The very beginning of product development is referred to as the discovery
stage, but product discovery does more than serve as a guide to building
products, it informs teams whether they should even start the process, to
begin with, and helps inform every decision that follows.
A large part of the process involves collecting and analyzing info on

user behavior, and so requires the right tools for user research and idea
validation. So let’s take a look at our best product discovery tool list, as voted
for by our surveyed product experts…
11
PLA Tools of Choice Report Product Discovery
Jira Product Discovery

Jira Product Discovery gives product managers a hub where they can systematically gather
and organize product inputs and make data-driven decisions. It also allows PMs to clearly and
continuously communicate to and engage with stakeholders using features like customizable
views and connect their work to that of their teams to create successful products for their business.
Jira Product Discovery makes it easy for product managers to capture and share the why behind
the work.
atlassian.com/software/jira/product-discovery 
Free Standard
Up to 3 free creators >3 creators
Monthly Unlimited contributors Unlimited contributors
$0 per month $10 per creator, per month
Amplitude
Analytics is essential for building an accurate understanding of user behavior and gathering the
right quantitative data on how a product is actually being used can help for validating user feedback
and new product solutions.
Amplitude can allow product teams to analyze customer journeys, track the key product metrics for
the organization’s business model, and prioritize which questions should be asked when starting a
new round of product discovery.
amplitude.com not available online.
12
FullStory
FullStory has the ability to capture every click, keypress, and pause live on-screen - from the
moment a user opens your product, to the moment they stop using it. This lets you and your
stakeholders experience your product directly from your users’ perspective, so you can analyze the
behavior that’s driving your data. User stories can also be indexed to allow you to watch multiple
sessions of the same user or filter by a specific event. It even surfaces friction points for you based
on the data it collects.
fullstory.com 
Free Business Enterprise

$0 From $849/mo Contact for quote
LaunchDarkly
‘Feature flagging’ during the product discovery process allows you to test your solution ideas
without the risk of releasing them for users, and this is where LaunchDarkly can help. It lets you roll
out unfinished features to specific users or test groups, then gradually expand its availability to
more users. This is ideal for when you reach the ‘prototype & test’ stage of product discovery.
launchdarkly.com (Every new account gets a 14-day trial of our Pro features.) 
Starter Pro Enterprise

Annually $8.33/per seat $16.67/per seat Contact for quote
Monthly $10/per seat $20/per seat Contact for quote
13
Maze
Maze is a continuous product discovery platform with solutions for participant recruitment, product
research, and reporting. The discovery functionalities can allow you to create and send user surveys
to get early insights, which is an effective method of collecting feedback without the need to
organize interviews or focus groups.
Maze allows you to upload multiple prototypes, create a usability test, add some user questions and
easily share it as a link. And it’s super useful for testing early concepts or ideas in product discovery
without committing to any coding.
maze.co 
Free Professional Organization

Annually $0/month $99/month Contact for quote
Monthly $0/month $75/month Contact for quote
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Part 4
COLLABORATION
TOOLS
Successful product management isn’t really possible without collaboration.
Great PMs have much more than just technical skills, they’re also highly
effective collaborators that can forge bonds with their team and the users.
All that collaboration can be tough to keep on top of without a little help.
Our findings showed that collaboration tools are extremely popular among
product managers and it’s no surprise, they save time and money, and
make sure everyone’s always up-to-speed.
15
PLA Tools of Choice Report Collaboration Tools
HubSpot
It’s impossible to cover everything, but safe to say HubSpot has all the tools and integrations a
product manager needs, including; the ability to drag-and-drop your way to smart and responsive
templates, create personalized paths and bring all your communication channels together. And they
are just some of the more popular features. Each product in the platform is immensely useful by itself,
but together they are certainly powerful.
hubspot.com
They’ve got so many different products and packages it’d be a pretty hefty table
for us to replicate, but you can find everything you need here: hubspot.com/pricing.
Qollabi
Qollabi helps you to save time and take advantage of channel partner potential. The platform helps
you automate joint action plans and gain control over your partner ecosystem. With Qollabi you can
create customized joint action plans, collaborate in shared spaces with your partners and team
members, and get instant visibility in your channel partner success.
qollabi.com Tailored quotes available online 
16
Fibery
Fibery allows us to define inter-relationships across your product offerings and related attributes.
It allows you to manage the full product development cycle, collect customer feedback, store
research and more. It’s very flexible and allows for the interconnection of information in different
workflows.
fibery.io 
Standard Plus Enterprise Grid

Monthly £6.30/mo/user £11.70/mo/user Contact for quote
Annually £5.25/mo/user £9.75/mo/user -
Flowdock
Flowdock is a group and private chat platform designed to serve as a hub where teams can share
ideas, resources, and tools. Its helpful team inbox feature can aggregate notifications and integrate
with a whole host of project management tools. Whether you’re designating tasks, deciding which job
to tackle next, or asking your peers for their input, this platform can make the process seamless.
flowdock.com 
30-day trial Standalone Enterprise

Monthly Free for 30-days $3/user/mo $9/user/mo
17
Slack
Slack has been simplifying collaboration and communication for a while now and really came
into its own with the prevalence of remote working. Communication between product teams
is seamless in channels or private messages and the former can be split by project, team,
department, or just about anything else. There’s also the bonus of everything being searchable.
Slack can integrate with external tools and services, you can drag-and-drop files, and conduct
“face-to-face” calls.
slack.com 
Standard Plus Enterprise Grid

Monthly £7/mo/user £11.70/mo/user Contact for a grid
Annually £5.75/mo/user £9.75/mo/user –
PLA
Speaking of Slack… PLA’s Slack channel is chock full of over 3000 product pros and pioneers from all
over the world. The fastest-growing PLG community is a fantastic resource to exchange ideas, get
answers to your questions, and push each other to do great things.
PLA brings together passionate product professionals to help each other achieve one key goal:
growth. Their events also unite 1,000s of PMs several times a year. PLA’s membership packages give
you access to tonnes of content, frameworks, templates, slides, videos, and mentors, as well as
members-only events, networks, and Q&As.
productledalliance.com
Our Slack’s completely free, courses are coming soon, and membership comes in at:
Monthly Yearly
$29/mo/license $299/yr/license
18
Confluence
Confluence is purpose-built for collaboration and knowledge sharing. It allows documentation
about the product discovery, design, and implementation to be easily reviewed and organized. It’s
all open and accessible to help product managers create powerful pages, work better together
and stay organized. It’s full of templates to give you the best helping hand for grouping relevant
pages together, giving feedback, and understanding team decisions.
atlassian.com/software/confluence
The more people you onboard the lower the price per-user, but here’s a rough idea of what
to expect for their Cloud plans:

Monthly option $0 (up to 10 users) $5.75/mo $11/mo/user No option
Annually $0 (up to 10 users) $580/yr $1,100/yr Custom
Miro
As well as providing beautiful and easy visual sharing, Miro is ideal for ideation and collaboration.
The application allows for more effective brainstorming, making product teamwork easier, faster,
and more organized. PMs can have access to myriad canvases, ready-made templates, digital
sticky notes, freeform pens, screen sharing, cursor collaboration, 20+ integrations, and more.
miro.com 
Free Team Business Enterprise

Monthly $0 $10/mo/user $20/mo/user Custom pricing
Annually $0 $8/mo/user $16/mo/user Custom pricing
19
Notion
For effective cross-functional collaboration across teams, Notion can serve as the all-in-one tool
for your whole product team. It combines the likes of Airtable, Google Sheets, Trello, Asana, Jira,
Confluence, Evernote, and more into one.
notion.so 
Free Personal Pro Team Enterprise

Monthly $0 $5/mo $10/mo Contact for quote
Annually $0 $4/yr $8/yr Contact for quote
Zoom
The last couple of years didn’t go the way anyone expected it to and this was true for product
managers as well of course. Product teams had to stay efficient despite an almost instantaneous
shift to remote working, and Zoom really came into its own. It’s ideal for collaboration, with video
and audio meetings and also facilitates live messaging and content sharing. It syncs with your
calendar, records and saves your files, and more.
zoom.us 
Basic Pro Business Business Plus Enterprise

$0 £119.90/yr/user £159.90/yr/user £185.00/yr/user Contact for pricing
20
Bynder
Bynder can help enhance product team workflows. The platform promotes collaboration, enables
smart permissions (so you control who sees what), and can easily integrate with lots of leading apps.
bynder.com not available online.
Basecamp
Basecamp serves as a highly efficient project management tool to work with your team remotely.
Improve communication by creating to-do lists for scheduled tasks, share and store important files,
start project-specific message boards, and see hill charts, and more.
basecamp.com 
Basecamp, pay as you go Basecamp Pro Unlimited

Unlimited users, $299/month, billed annually
$15 per month
month-to-month, it’s $349/month.
21
Calendly
Calendly allows you to block out days and times that don’t work for you while highlighting the ones
that do to others. Get rid of the clutter when collaborating with other teams, and say goodbye to
having umpteen new emails in your inbox every hour. Simply share the link to the days and times
that best suit you, and let others pick a slot and add it to your calendar. Simplified scheduling,
for smoother collaboration across teams. Plus the tool can automatically sync with a product
manager’s Google calendar.
calendly.com 
Basic Premium Pro Teams Enterprise

Monthly $0 $10/mo/user $15/mo/user $20/seat/mo Custom quote
Annually $0 $8/mo/user $12/mo/user $16/seat/mo –
Zendesk
For improving communication with your customers, Zendesk is ideal as it provides a place to bring
all your customer comms together. This includes phone, chat, email, social and more - so you can
improve customer conversations and satisfaction with your product.
zendesk.com Free trial available 
Plans for everyone

Suite Team Suite Growth
Monthly $35/mo $65/mo
Plans for enterpirse

Sutie Professional Suite Enterprise
22
Box
With Box, you can manage and share multiple tools, projects and files without needing to worry
about any security, organizational, or compliance issues. The platform allows you to safely
share and store all your work in one place, and can integrate with thousands of leading software
providers (like Office 365 and G Suite). PMs can install intelligent workflows, access them anywhere
and at any time while taking advantage of both internal and external collaboration.
box.com 
Individuals and Teams

Individual Personal Pro Starter
Monthly £0 £11/user/mo £5.50/user/mo
Annually £0 £8/user/mo £4/user/mo
Business Plans
Business Business Plus Enterprise Enterprise Plus
Monthly £16/user/mo £26.50/user/mo £37.50/user/mo Custom Quote
Annually £12/user/mo £20/user/mo £28/user/mo -
Coda
Acting as a “single source of truth” Coda can be seen as a sort of hybrid between a Word doc and
an Excel sheet. You can see and break down data, reports, and processes however you prefer to
while automating tasks and connecting to external tools (like Slack, GitHub, and Gmail).
coda.io
At the moment, your entire team can use all their features for free, however, some ‘Packs’
require a paid account.
23
1Password
Product teams can often use multiple tools each and every day, so it makes sense to have an
easy way to store and use strong passwords. This is where 1Password shines when it comes to
not forgetting all those pivotal passwords. All you need to remember is the one password for your
master account. Then you can log in to sites and fill forms securely with a single click.
1password.com not available online.
Personal & Family Teams & Business

1Password 1Password Families Teams Starter Business Enterprise
$2.99/mo $4.99/mo $19.95/mo/billed annually $7.99/mo/user Custom Quote
Evernote
Collaboration often involves taking and sharing notes, and what better to use than a note-taking
app designed for everything from meeting notes and webpage feedback to projects and to-do
lists? Evernote can be a go-to for keeping your workings in one place, and this includes audio and
image files too.
evernote.com 
Individuals For teams

Free Personal Professional Teams
£10.99/user/mo
Monthly £0 £7.49/mo £9.49/mo
(min. 2 users
£5.75/mo £7.92/mo(or
Annually £0
(or £68.99/yr) £94.99/yr)
24
ContactMonkey
A useful collaboration tool that allows you to measure cross-team communications, identify what
is engaging team members and how to start improving communications in the organization.
contactmonkey.com Quote available online 
Zapier
Zapiers’s easy-to-use automation tools connect to useful apps such as Asana, Google Sheets,
Hubspot, and a heck of a lot more. These connected apps can then automatically feed on one
another with information that’s useful for product teams.
zapier.com 
Free Starter Professional Team Company

Monthly £0 £15.08 £36.97 £225.59 £451.93
Annually - £22.63/mo £55.45/mo £338.38/mo £677.89/mo
25
Dropbox
The pioneer cloud storage tool that lets you store and share files and folders, allows teams to better
coordinate with each other in-app. Plus it serves up document suggestions to save on search time.
It’s simple, easy to use, and if mistakes happen on a project, it can be reverted to a previous version
to avoid having to start from scratch.
dropbox.com 
Their basic account’s free and accommodates 2GB of space, after that your options are
Plus Professional Standard Advanced

Monthly £9.99/mo £19.99/mo £14.50/mo/user £21.50/mo/user
Annually £7.99/mo £16.58/mo £12/mo/user £18/mo/user
Outsystems
Model-driven development meets AI, cloud, and DevOps -with OutSystems, product teams can
tackle application backlog, deliver cloud-based modern apps, and keep up with the changing
needs of the org to drive future innovation. OutSystems is a low-code platform that provides tools
for companies to develop, deploy and manage omnichannel enterprise applications.
outsystems.com 
Free Standard Enterprise

Starts out $1,512.50 per month,
$0 Custom for a quote
billed annually
26
YouTrack
Rather not spend an inordinate amount of time rifling through bugs, tasks, and reports? YouTrack
can make managing issues a breeze while increasing productivity. Take advantage of agile boards
to track from when an issue opens, to when it’s fixed. Keep ahead of issues with pre-set reports by
project, and use smart search, commands, and shortcuts to quickly hunt down what you’re after.
jetbrains.com/youtrack 
Incloud Version
1-3 Users 4-100 Users 101+ Users
Free $5/mo/user ($4.16 when billed annually) Discount
Standalone Version
25 Users 50 User 100 Users 500 Users 2,000 Users 10,000 Users
$500 $750 $1,500 $3,000 $6,000 $10,000
Azure DevOps
Another service to emerge from the brains at Microsoft, Azure DevOps Server allows users to
enhance their collaborative efforts, and work smarter. Share code, track work, and ship software, via
the power of integrated software delivery tools, hosted on-premises.
azure.microsoft.com Varies by product. The pricing calculator can be accessed here
27
Part 5
PROJECT
MANAGEMENT
TOOLS
Projects usually involve multiple tasks, timelines, departments, and people.
It can be tricky keeping all the plates spinning. It makes sense that product
managers will have their go-to project management tools to turn to ensure
all phases of the product life cycle are met, from planning, researching, and
developing to launching, assessing, and iterating on a product.
28
PLA Tools of Choice Report Project Management Tools
GitHub
GitHub allows you to keep everything in one place, which is crucial when handling several projects
or tasks. With GitHub, you can ‘create issues, break them into tasks, track relationships, add custom
fields, and have conversations’. On top of this, the platform lets you visualize large projects in a way
that’s convenient for you – and gives you the option to automate everything.
github.com 
Free Team Enterprise

Monthly $0 $4/user/mo $21/user/mo
$44/user/yr for the first 12 $231/user/yr for the first 12
Annually $0
months (after, its $48) months (after, it's $252)
Zeda.io
Product Management is a loosely defined, cluttered space. Product teams need to prioritize the
problems, crack solutions, define PRDs, constantly assess feedback from customers to stay on
track, get all stakeholders to align, manage capacity, keep dev on time, and so much more in
between! Zeda.io changes everyday chaos into organized zen for product teams.
It’s designed to make product manager's life simpler and smarter by allowing product teams to
identify what to build - by collecting requests from both internal and external stakeholders in one
place through all the integrations.
Zeda.io 
Startup Pro Enterprise

Monthly Custom quote $49 per creator/month Custom quote
Annually Custom quote $39 per creator/month Custom quote
29
Asana
For keeping projects organized, staying on track, and hitting deadlines, you can’t really go wrong
with Asana. The software application provides PMs with a single place to store, detail, and track
project components. You can easily set timelines, move tasks through various stages, and see how
busy your team is. Plus, get instant calendar access to everything that’s going on.
asana.com 
v Basic Premium Business Enterprise

Monthly Free £11.59/mo/user £25.69/mo/user Contact for a quote
Annually Free £9.49/mo/user £20.99/mo/user -
Basecamp
Basecamp serves as a highly efficient project management tool to work with your team remotely.
Improve communication by creating to-do lists for scheduled tasks, share and store important
files, start project-specific message boards, see hill charts, and more.
basecamp.com 
Basecamp Personal Basecamp Business

Free (but limited) $99/mo (unlimited users)
30
ClickUP
ClickUp is a project management tool that allows you to organize your team’s workload,
automatically import work from other 'productivity' apps in minutes, and instantly bring your team
together. You can track time, goals, automate key project tasks, and much more.
clickup.com 
Free Forever Unlimited Business Business Plus Enterprise

Monthly $0 $9/user/mo $19/user/mo $29/user/mo Custom Quote
Annually $0 $5/user/mo $12/user/mo $19/user/mo -
Trello
Trello is not just a tool for roadmapping, it’s a simple, yet effective platform for providing users
with an instant understanding of where a project or task is up to. You can even add comments,
attachments, due dates, members and more to each microtask.
trello.com 

Monthly $0 $6 $12.50 $17.50
Annually $0 $5 $10 $210
31
Productboard
The platform is tailored for product managers and provides a place to consolidate ideas, requests,
and feedback, plus helps to prioritize which features to tackle first. PMs can easily understand
what to focus on next, engage with users, and align teams around a comprehensive and flexible
platform.
productboard.com Free trial availble 
For your team

Essentials Pro
Monthly $25/mo/maker $199/mo/maker
Annually $20/mo/maker $99/mo/maker
For your organization

Scale Enterprise
Monthly Custom quote Custom quote
Annually Custom quote Custom quote
Ruum
This software tool serves as a one-stop-shop for storing, organizing, and maintaining tasks, files, and
responsibilities. Product teams can easily assign jobs, set specific deadlines, give feedback, and get
an instant overview of where a project’s up to with timelines and task lists.
ruumapp.com 
Starter Professional Enterprise

€0 €10/mo/user Contact for a quote
32
Jira
Product managers can certainly plan better with Jira. It serves as an ideal ticketing system and
platform for capturing development stories. Activity can be tracked, released, and reported on
using its task management boards. Work status and scope can be observed in the backlog, which
can help you identify any possible impediments to progress. Task boards give instant insight into
where projects are at and 24/7 visibility provides peace of mind that releases are always based on
up-to-date info.
atlassian.com/software/jira Always free up to 10 users. 
The pricing for the Standard and Premium options on the table below are also representative of a
maximum of 10 users. You can add the size of your team for a more accurate quote.

Monthly $0 $7.75/mo $15.25/mo No option
Annually $0 $77.50/yr $152.50/myr Custom quote
Wrike
Wrike is cloud-based and addresses all things collaboration and project management. This
versatile and robust tool can help product teams organize projects and tasks with progress boards,
monitor and utilize resources more efficiently with things like Gantt charts, discuss and feedback on
projects and tasks with full context, and more. Empower your projects and teams with 360° visibility,
strong automation, and interactive reports on workflow statuses.
wrike.com 
Free Team Business Enterprise

Monthly $0 $9.80/user/mo $24.80/user/mo Custom quote
33
Time Doctor
Time Doctor aims to save teams and organizations time and money. Monitor working hours, on how
long team members are spending on certain tasks. Pull detailed daily and weekly reports, set alerts
to keep team members off non-work-related sites, track staff locations, and more.
timedoctor.com $9.99/mo/user
Teamwork
Need to free up more time to focus on the tasks that really matter? Teamwork can help with that.
Its Projects make collaboration easier and give everyone a view of the bigger picture. The Desk
feature can help to reduce silos by setting up one single, central location to store everything. Plus,
the Chat feature makes communication more efficient and the Spaces feature provides a safe
spot for any important docs.
teamwork.com 
Free Pro Premium Enterprise

Monthly $0 $11.25/mo/user $18.75/mo/user Contact for a quote
Annually $0 $9/mo/user $15/mo/user Contact for a quote
34
Smartsheet
With Smartsheet, you can implement workflows and automate repetitive processes (with things like
alerts, approval requests, and updates), create and share custom forms, get a real-time view of
KPIs, critical trends, and summary reports, automatically sync data across key platforms, and more.
smartsheet.com 
Individual Business Enterprise Premier

$14/mo $25/mo Contact for a quote Contact for a quote
OneNote
Microsoft OneNote is a note-taking program for free-form information gathering and multi-user
collaboration. It gathers users' notes, drawings, screen clippings, and audio commentaries. Notes
can be shared with other OneNote users over the Internet or a network.
onenote.com Free with a Microsoft 365 account
35
Todoist
Easily organize and prioritize team tasks, create to-do lists, and track progress. Organize your
projects with a simple layout that can be as in-depth as you need it to be. Delegate tasks, projects
and see tangible progress.
todoist.com 
Free Premium Business

Monthly $0 $4 $6
Annually $0 $3 $5
GitLab
GitLab packs the entire DevOps process into one application to condense cycle times, reduce
development costs and get products to market quicker. It’s got an awful lot going on to achieve
that, with plenty of key features, including:
• Software delivery cycle metrics

• Portfolio planning and management
• Design, development and management of code and project data
• Automatic testing and reports, and a lot, lot more.
productplan.com 
All prices are per user and billed annually (package name differs for their GitLab-hosted and Self-
managed packages).
Free/Core Bronze/Starter Silver/Premium Gold/Ultimate

$0 $4/mo $19/mo $99/mo
36
Frontify
Frontify is a management software tool allowing organizations to introduce consistency across
their brand. From digital asset management, digital productivity, design systems, or project
collaboration, Frontify allows its users to incorporate a streamlined, consistent approach to its
practice, delivering a brand experience to remember.
frontify.com 
Free Starter Team

Monthly $0 $79/mo $279/mo
Fieldwire
Fieldwire is a job site management tool designed especially for construction teams and allows
users to collaborate and share information in real-time. With Fieldwire’s task assignment feature,
jobs needn’t slip under the radar, while the tools performance tracker allows you to hold each team
member accountable for designated tasks.
fieldwire.com 
Basic Pro Business Team

$29/user/mo $49/user/mo $89/user/mo
Monthly Free, 5 user limit
annually annually annually
37
Akiflow
Centralize your tasks. Stop juggling between different apps by importing all your tasks from your
favorite tools. Block time for your tasks, so you can see everything you need to get done in your
calendar and capture your tasks from your mobile or the Akiflow Command Bar.
akiflow.com 
Premium
Monthly $15/mo
Annually $12.50/mo
38
Part 6
PRODUCT DEMO,
VIDEO AND EVENT
TOOLS
Creating a compelling and interactive video demo for your product at an
event, exhibit, or stakeholder meeting is essential to demonstrating the
capabilities of your product. It can help you engage prospective users,
persuade investors, and align teams around your solution. It’s also an
effective way to address the prospect's specific product-related concerns.
But these product events and demos don’t just happen, often product
teams need certain tools to be able to deliver, and we’ve got the best
recommendations in this next section.
39
PLA Tools of Choice Report Product Demo, Video and Event Tools
WebEx
WebEx allows video conferencing from and to anywhere in the world. You can collaborate post-call
with messaging, file-sharing, whiteboarding, hook up to conference devices, share your screens,
and reach 1,000s of attendees at once.
webex.com 
Free Starter Business Enterprise

Monthly £0 £11.50/license/mo £16.50/license/mo Custom quote
Annually £0 £9.50/license/mo £13.50/license/mo -
Navattic
Product teams will be able to easily build and share dynamic and interactive product demos with
Navattic. Fuel product-led growth by creating immersive demos of your product that qualify leads
and ignite new customer growth.
navattic.com Contact for a quote
40
GoToWebinar
With easy management, automatic invitations and follow-up emails, engagement initiatives (like
videos and polls), attendee and performance data, and shareable video libraries, GoToWebinar’s
the webinar-host of choice for many.
gotomeeting.com/webinar 
Starter Pro Plus

Monthly £109/mo £249/mo £499/mo
Annually £89/mo £199/mo £429/mo
BigMarker
BigMarker can be the perfect platform for hosting webinars, summits, and virtual conferences,
all of which can be run in the cloud through your web browser, with no downloads required. The
platform’s webinar software is the easiest way to create vibrant multi-media events streamed to
Facebook and YouTube with no special equipment required.
bigmarker.com 
Standard Elite Premier White Label

$79/mo $159/mo $299/mo Contact for a quote
41
Demio
Demio offers a straightforward, easy-to-use, no-download webinar experience that allows you to
run effective webinars with less work. Plus, you’ll get access to the extra tools you need to create a
seamless registration process, capture registrations, and generate better results.
demio.com 
Standard Growth Premium

Monthly $49/mo (single host) $99/mo (single host) Starts at $250/mo
Annually $34/mo (single host) $69/mo (single host) Starts at $250/mo
Blender
Blender’s an open-source 3D creation suite and supports the entire process - modeling, rigging,
animation, simulation, rendering, compositing and motion tracking, video editing, 2D animation
pipeline, the lot.
blender.org Free
Demostack
Demostack is a no-code product demo experience platform that allows you to create personalized
demos to tell the exact story you want, with analytics that give you all the insight you need. PMs
can take advantage of video recording and the ability to craft tailored demos for any use case or
prospect that look and feel exactly like your product. They load fast, work offline on any device, are
easily shareable and automatically tracked.
demostack.com Contact for quote
42
Avidemux
Avidemux is simple in offering but comes without a price tag. It supports various file types (like
AVI, DVD, MPEG, MP4 and ASF), has cutting, filtering, and encoding functionalities built-in, and is
compatible with Linux, BSD, Mac OS X and Windows.
avidemux.sourceforge.net Free
Loom
With Loom, you can easily show not tell. It makes video part of your day-to-day communication
by recording you and your screen, either simultaneously or standalone, and then sharing it with a
simple link. No exports. No uploads. No other apps. Just easy.
loom.com 14-day free trial available 
Starter Business Enterprise

Monthly $0 $10/mo/user Contact for a quote
Annually $0 $8/mo/user -
43
Vyond
Vyond enables users to create professional, branded animated videos fast. Use active storytelling,
repurpose and customize content, and improve learning outcomes with better, more visual
communication.
vyond.com 
Enter Essential Premium Professional Enterprise

Monthly $49/user/mo $89/user/mo $159/user/mo Custom quote
$25/user/mo $54/user/mo $83/user/mo
Annually -
(or $299/yr) (or $299/yr) (or $299/yr)
QuickTime
QuickTime’s a free bit of software that lets you play, record (including screen recording), edit, and
share audio and video files. Its editing capabilities include trimming, splitting, cutting, copying,
pasting, deleting, flipping, and rotating.
apple.com/quicktime Free
44
Vimeo
Vimeo is your friend for all things video hosting. They’re embeddable and ad-free, you control who
sees them - and when, the whole team can feedback in-app, you can publish videos anywhere -
on any device, and, with certain plans, unlimited streaming comes as standard.
vimeo.com 30-day free trial available 
Starter Standard Advanced Enterprise

Annually £6.75/seat/mo £20.25/seat/mo £38.25/seat/mo Custom quote
YouTube
We’re sure this one doesn’t need much explanation, but YouTube’s a video hosting and sharing
platform. As well as the basics, you can live stream, dictate privacy settings, set custom thumbnails,
add external annotations, create a custom channel URL, and target your market with adverts.
youtube.com 
Standard Premium Advertising

$0 $11.99/mo Depends on your budget
45
Camtasia
Camtasia’s a go-to for product demos and works on Windows and Mac. As well as screen
recording, its editing features let you add effects, music, audio, titles, annotations, callouts, quizzes,
transitions, and PowerPoint slides, and zoom, pan, and animate your recordings.
On top of product demos, it’s also popular in the PMM community for things like video tutorials, how-
tos, explainer videos, training videos, and webinar recordings.
techsmith.com/video-editor.html 
No. of licences 1-4 5-9 10-14 15-24 25-49 50-99 100+

Price of each £239.34 £229.76 £222.58 £215.40 £198.65 £191.47 Contact sales
Soapbox
With nothing but a Chrome extension and webcam, Soapbox has everything you need to create
high-quality videos. It’s great for product demos, tutorials, feature updates and more. As well as
easy recording, transition, editing and distribution tools, it comes with built-in analytics and alerts to
measure activity.
wistia.com/soapbox 
Free Solo Teams

$0 $300/year Contact for a quote
46
ScreenFlow
Brought to you by Telestream, ScreenFlow’s a piece of video editing, screen recording and sharing
software. Some of its most highlighted features include access to 500,000+ media clips; iOS
recording; transition, text, animation and freehand annotation tools; GIF-building functionality; and
multi-track editing, markers, and color labels.
telestream.net/screenflow 
ScreenFlow ScreenFlow Super Pak ScreenFlow Super Pak + Premium Support

$129 $189 $228
Vidyard
Record using your screen and camera, personalize your videos with things like user and company
names, get automatic transcripts, A/B test up to 16 thumbnails, add engagement data, and see
who’s viewed your video, how long for, off what device, and from where in the world. All with Vidyard.
vidyard.com Pricing isn’t available for Support and Corporate Comms packages online 
Free Pro Business

Monthly $0 $29/mo $145/user/mo
Annually $0 $19/mo (or $228/yr) Starting at $5,500
47
Lightworks
Lightworks is a piece of video software and has been used in the likes of Pulp Fiction and The Wolf of
Wall Street - which surely says something in itself! It’s intuitive to use, comes with 100s of sound and
visual effects, and can be exported in any format (DVD, AVC, YouTube, Vimeo, and more).
lwks.com 
Free Lightworks Free Lightworks Pro

Monthly $0 $9.99/user/mo $23.99/user/mo
Annually $0
HitFilm Express
HitFilm Express is a free, professional-quality video editor. It works on Windows and Mac, requires an
internet connection, and comes with full 2D and 3D compositing, more than 400 effects and presets,
tutorials, and unlimited tracks and transitions.
fxhome.com/hitfilm-express Free
Kdenlive
This is another that’s open-source but this time it’s for video editing. Kdenlive’s features include
configurable interfaces and shortcuts, 2D title functionality, effects (including color correction and
audio adjustments), proxy editing, automatic backups, and the ability to host virtually any audio or
video file.
kdenlive.org Free
48
VideoPad
Compatible with both Windows and Mac, VideoPad supports most video formats, comes with more
than 50 effects and transitions, markets itself as the fastest streaming processer around, lets you
fine-tune your colors, and has a free sound effect library to pick and choose from.
nchsoftware.com/videopad Non-commercial only version available 
Lifetime license Home Edition Subscription plan

Master's Edition $39.95 Master’s Edition Quarterly Plan
$69.95 $5.50/mo
Movie Maker
Movie Maker’s a Windows app that can be used to make videos out of photos, video clips, and music.
Outside of the basics, some of its most popular features include text captions and slides, photo
enhancement filters, 30+ transition effects, 30+ fonts, and animated pan-zoom for still photos.
microsoft.com/en-us/p/movie-maker-10-tell-your-story/9mvfq4lmz6c9 
Movie Maker Move Maker Pro

Free $14.99
$69.95
49
Part 7
USER TRACKING,
ANALYTICS AND
MEASUREMENT
User surveys or interviews can be valuable tools but they’ll only tell you so
much. Tracking and analytics tools can allow you to capture and analyze
what your users are actually doing.
These tools can be an invaluable source of intelligence and insight into

how your users are actually engaging with your product. They can uncover
important realities about what resonates with your users, and what’s
potentially causing them to drop off.
50
PLA Tools of Choice Report User Tracking, Analytics and Measurement
Birdie
Birdie is a feedback intelligence platform for product teams. Our technology creates a feedback
river - a stream of user feedback - that centralizes support tickets, interviews, survey responses,
win/loss analyses, reviews, and more. It then allows people in product-related jobs to classify and
quantify all those opinions to make better product decisions, all with the help of AI.
birdie.ai Free trail available online
NetSpring Product & Behavioral Analytics

NetSpring's next-generation Product & Behavioral Analytics solution brings the analytical power of
BI to product analytics, working directly off your data warehouse.
netspring.io/product-behavioral-analytics 
Freemium Business Enterprise

Starting at $999/mo Contact us
$0/mo
Unlimited users Unlimited users
51
ThoughtSpot Everywhere
Self-service analytics built for the modern data stack. ThoughtSpot Everywhere is an embedded
analytics offering that gives granular, customizable access to the entire ThoughtSpot platform.
With ThoughtSpot Everywhere, Product Leaders and Developers can easily design a consumer app-
like experience to create embedded applications that are dynamic and engaging. ThoughtSpot
Everywhere delivers a simple, flexible, and modern search experience powered by cloud data to
everyone in an organization and broader ecosystem by embedding Search & AI into their app,
portal, or product.
thoughtspot.com 
ThoughtSpot Analytics: Get search & AI-driven insights on your company data
Team Pro Enterprise
$95/mo Starting at $2500/mo Contact for quote
ThoughtSpot Everywhere: Embed analytics into your customer-facing apps

Pro Enterprise
Contact for quote Contact for quote
Pendo
Pendo specializes in allowing PMs to gain user insight, provide guidance, and clear up
communication seamlessly. It’s jam-packed with tools to improve product adoption, user loyalty
and team innovation. With Pendo, you’ll be able to take advantage of the comprehensive analytics
feature, which provides insights into what users are doing throughout their journey. In-app
walkthroughs and messages encourage engagement, and feedback tools help you personalize
user onboarding, prioritize future releases, and more.
pendo.io not available
52
Amplitude
Amplitude can allow PMs to harness the power of product analytics to drive better outcomes. The
Behavioural Analytics Platform goes deeper than just clicks and views to paint the complete picture
behind how users are interacting with the product. It provides the necessary tools to pinpoint growth
opportunities, identify the personas most likely to become power users, offers advanced visualization
options, and allows for the creation of in-tool dashboards. Amplitude Engage is a fantastic addition
that allows you to trigger campaigns based on user segments, via in-app native integrations.
amplitude.com not available
Google Analytics
We don’t need to tell you Google Analytics is vast. The web analytics service is a staple for any site,
and allows you to measure your visitor behavior, identify popular on-page elements, understand
where users are leaving with Exit Pages, segment data with its A/B testing functions, and more.
analytics.google.com
Google Analytics is free. GA 360 comes with a price tag but it's not available online.
53
Gainsight
Gainsight’s Product Experience Platform provides the tools needed to get a deeper understanding
of user behavior, drive product adoption, and collect feedback. It achieves this by tracking users’
every movement (like clicks, logins and email opens), identifying where people fall off critical tasks,
guiding inactive users back to your product via email, and so much more.
gainsight.com
Dependant on the amount of monthly active users. Based on 2,000, the cost would be $2000/
mo for a Starter Package (20% discount if you pay annually).
Bloomreach
Bloomreach solutions is highly flexible and can help with building and deploying digital applications
without infrastructure overhead. It combines the power of unified customer and product data with
the speed and scale of AI and predictive decision-making. You can take advantage of analyses,
reports, and segmentations to deliver great experiences that convert on any channel or journey.
Plus, its API-based architecture is easy to integrate with other business solutions.
bloomreach.com/en Contact for a quote 
Heap
By automatically capturing web, mobile, and cloud interactions (like clicks, submits, transactions,
and emails), Heap lets you retroactively analyze the data needed to identify and act on things like
where are people dropping off? Which channels are and aren’t working? Which parts of the product
are putting people off? It shows everything users do on your product or site, automatically surfacing
the “unknown unknowns” that remain invisible with other tools.
heap.io not available online
54
Mixpanel
Mixpanel hand-delivers real-time data so you can see how it performs against key metrics over
time, pinpoint trends, understand what’s causing them and employ initiatives to engage, retain,
and convert. It allows you to clearly see how your product is being used, how users are dropping off
and when, plus which product features are proving to be the most popular. Things like correlation
analysis and look-alike modeling allow you to dive into the numbers, set improvement goals, and
create and test your hypothesis.
mixpanel.com 
Free Growth Enterprise

$0 Starts at $799/year for 1,000 MUTs Custom pricing
Snowflake
With Snowflake, you can unify your data warehouses, data lakes, and other siloed data to comply
with data privacy regulations such as GDPR and CCPA. You can easily integrate, analyze, and share
previously siloed data with a near-zero management platform. Democratize data analytics across
your business so teams can make better data-driven decisions. Run modern integrated data
applications to best serve your users and develop new revenue streams based on data to help
drive your product forward.
snowflake.com Snowflake has a free trial, further pricing is not available online.
55
AppsFlyer
With mobile attribution, marketing analytics, people-based attribution, deep linking, fraud
protection, smart banners and audiences, AppsFlyer can help your organization measure
everything from QR codes and email campaigns to social ads and in-app events.
appsflyer.com not available online
Looker
Looker connects multiple data sources so every department can access the numbers they
need without compromising on transparency, security or privacy. The data analytics platform
offers plenty of options to help you deliver more through fresh insights, and pushes your data
visualizations exactly when you need them.
looker.com not available online
56
Qualaroo
Qualaroo’s a user research tool with a difference: it was built with UX designers in mind and offers
ProProfs sentiment analysis. All you have to do is pinpoint areas in need of improvement along your current
customer journey map, prototype a new experience to overcome any identified issues, share your
Contextual Customer Insights new version with a selection of your community, collect their feedback, and then continue to refine
and improve it.
qualaroo.com 
Startup Growth Turbo Growth

Quarterly $249/mo $624/mo From $2,250/mo
Annually $199/mo $499/mo From $2,250/mo
Tableau
Tableau puts powerful data at your fingertips so you can confidently respond to deep questions
with meaningful answers. You can securely share interactive dashboards, deploy your insights
wherever you want through storytelling, and keep on top of data with alerts and subscriptions. On-
premise or cloud, Windows or Mac, Tableau integrates with your existing architecture too.
tableau.com 
Tableau Creator Tableau Explorer Tableau Viewer

On-premise/public cloud $70/mo/user $35/mo/user $12/mo/user
Fully hosted by Tableau $70/mo/user $42/mo/user $15/mo/user
57
Woopra
Woopra can provide you with complete and detailed product analytics for the product so that you
can visualize and optimize every step of the user journey. End-to-end user journey analytics paint
a clear picture of user behavior and its configuration is simple and easy, even for inexperienced
users. With a holistic understanding of how every single touchpoint affects the user experience,
you’ll be able to drive growth, retention, and customer success.
woopra.com 
Core Startup Pro Premium

Free $349/mo $999/mo Contact for a quote
Sisense
Sisense is a data analytics platform that enables developers, data engineers, and business
analysts to instantly amalgamate huge amounts of data, analyze the results, decide how to deploy
business intelligence (on-premises, in the cloud, or a hybrid approach), turn data into products,
and so much more.
sisense.com not available online
58
Qlik
Qlik’s an end-to-end data management and analytics platform and combines all your data,
ensures it’s analysis-ready, and then makes it available across every team, process, application,
and device.
qlik.com 
Pricing for their Data Integration and Developer Platform solutions aren’t available online.
Billed annually, their Data Analytics packages are:
Qlik Sense* Business Qlik Sense* Enterprise Enterprise

Monthly $30/mo/user Analyser Professional
Annually $49/mo/maker $40/mo/user $70/mo/user
Census
Census is the operational analytics platform that allows you to easily sync customer data to a
myriad of platforms, regardless of what you use for CRMs. Avoid getting stuck in quarterly reports,
and get your customer success, sales & marketing teams on the same page by keeping customer
data in sync. Improve organizational operations and user experience with live metrics in every app.
getcensus.com 
Free Growth Business Platform

Monthly 10 destination fields 40 destination fields 100 destination fields Custom
Annually $0/mo $300/mo $800/mo Contact for quote
59
VWO
From testing which headline works best and identifying funnel leaks using video recordings to push
notifications and central data repositories, VWO’s product suite comes with lots of the tools needed
to consolidate insights, test ideas, and ultimately improve engagement.
vwo.com 
VWO Testing VWO Insights VWO Fullstack VWO Engage

Monthly From $199/mo From $169/mo From $999/mo From $99/mo
PostgreSQL
This powerful, open-source, and object-relational database system can safely and securely store
your data, no matter the size of the dataset. Its robust features can help product teams to build
custom functions, clearly define their data types, and even write code.
postgresgl.com Free to download
Alida
Alida gives you both broad feedback and deep insights from your customers, so you can make
decisions with them—not for them. This platform manages, monitors, and optimizes millions of
customer experiences and sources meaningful insights from your profiled, core brand advocates.
alida.com Request pricing on the website
60
Nuvi
Nuvi is a social analytics and customer experience management platform built on a proprietary
language engine, which listens with industry-leading accuracy. Nuvi helps you listen, plan, publish,
engage, analyze, locate, review, and capture your way to better customer experiences.
nuvi.com not available online
MongoDB
MongoDB’s document data model naturally supports JSON, and its expressive query language
is simple for developers to learn and use. It has built-in functionality such as automatic failover,
horizontal scaling, and assigning data to a location.
Accelerate development, address diverse data sets, and adapt quickly to change with a proven
application data platform.
mongdb.com 
Serverless Dedicated Shared

Monthly from $0.30/per million reads from $57/month from $0/month
61
Power BI
Power BI transforms data into visuals that can be accessed on-premises and in the cloud to make
informed decisions, quicker. Its dashboards are customizable, its reports are interactive and with
built-in governance and security, it’s set up to scale with you.
powerbi.microsoft.com 
Power BI Pro Power BI Premium

Monthly $9.99/mo/user $4,995/mo/dedicated cloud compute and storage resource
Datahub
Ever wondered if you’re using the data at your disposal to its optimum potential? Datahub
specializes in helping companies unleash the potential of a company’s data, in turn, helping users
make more informed business decisions.
datahubclub.com not available
Domo
With seamless integration, predictive AI, pre-built custom apps, scope for billions of rows of data
and more, Domo connects data and brings it together in a way that delivers accurate insights and
drives actionable decisions.
domo.com not available
62
SurveyGizmo
SurveyGizmo takes data out of dashboards and puts it into the hands of people who take action,
through the systems they use every day. Plus, they provide the guardrails to keep IT happy with the
flexibility that users love.
surveygizmo.com 
Collaborator Professional Full Access Enterprise Packages

Monthly €21 €72 €127 Contact for a quote
Annually €255 €865 €1525 Contact for a quote
Lucidchart
Lucidchart turns ideas, visions, org charts, projects, and more into visual diagrams so you can
decipher information easier and make decisions quicker. Used by 99% of Fortune 500 companies
and with affordable price tags, it’s a force to be reckoned with.
lucidchart.com 
Free Pro Team Enterprise

Monthly £0 £11/mo £9/mo/user Contact for a quote
Annually £0 £10/mo £8/mo/user Contact for a quote
63
Part 8
DESIGN TOOLS
Every product manager needs some skills in the multiple areas of discipline
that encompass product development. This of course includes design.
While PMs aren’t expected to tackle the heavy-duty stuff, such as UI design,
they need to manage the development team and direct them towards the
common goal of realizing the product vision. They at least need to be able to
collaborate with designers on wireframes.
Being able to use design software to help translate your ideas from your
head and into something understandable is a great skill to have. But you
need the tools and resources to be able to make the most of these skills...
64
PLA Tools of Choice Report Design Tools
Figma
Figma specializes in design collaboration and provides a place for PMs to draw product designs
for UX, brainstorming and mind mapping. Teams can share links, see live updates, comment and
make changes on the go.
figma.com 
Starter Professional Organization

Monthly Free $15/mo/editor n/a
Annually Free $12/mo/editor $45/mo/editor
Firebase
A mobile platform delivered by Google, Firebase aids business growth via the development of
high-quality apps. It has a feature called Remote Config, which allows you to change parameter
values directly from the Firebase console at runtime. You can then set different values to different
audiences with just a few lines of implementation in the app code. PMs have the ability to write a
complete app, including backend, CMS and A\B testing in just a few hours. As a product manager,
you can build apps quickly, minus the additional responsibilities of infrastructure management.
Enjoy analytical features, databases, messaging, and crash reporting, and hone your efforts on
keeping your valuable users happy.
firebase.google.com Can vary; a comprehensive pricing outline can be found HERE
65
Adobe XD
Adobe offers a range of robust features for product teams and can equip you with just about
everything you need to co-edit and collaborate on design. It’s especially handy for helping
distributed teams work together through a selection of over two hundred plugins to help boost
creativity with even more features and functions. From content management solutions to image
editing and user experience prototyping, Adobe is a great choice for the product design toolkit.
adobe.com below are the business packages. You can also purchase apps as an
individual but if you do, you’ll miss out on things like collaborative video editing, volume
discounts, and shared Stock plans 
Price/mo
All apps $79.99/mo/licence
Single Apps $33.99/mo/licence
Balsamiq
This is one of the most well-used platforms in the tech industry, and its sketch style options focus
on communicating strong usability and structure. Balsamiq provides wireframes so anyone can
design great websites, mobile apps, web apps, desktop software, and more. It’s super user-friendly
and built for non-designers. The platform is cloud-based and helps make designs accessible to
anyone, which is especially useful for pitch/stakeholder meetings when you need to cut away style
over substance and just present a simple and clear concept of your product. It comes on three
different platforms - Cloud, desktop and Google Drive.
balsamiq.com 
Starter 2 Projects 20 Projects 200 Projects

Per Month $9/mo $49/mo $199/mo
Per Year $90/mo $490/mo $1,999/mo
66
Sketch
As a PM, you’re naturally creative, but sometimes you need to design more than just wireframes/
prototypes. Thankfully, Sketch is a multi-functional design tool that’s more accessible than Photoshop
but offers a familiar toolkit. The app puts collaboration at the heart of the process. Product managers
can do everything from creating animated timelines and turning wireframes into UI elements to
transforming screenshots into mockups. Sketch is very popular with product teams and designers, so
getting familiar with this tool will certainly help with collaboration and bolster communication.
sketch.com 
Personal Licence Volume Licence

$99/year $79/device/year (based on 10 devices)
InVision
Very well known and commonly used by top tech companies, InVision allows you to connect the
entire design workflow in one place. The “inspect” feature allows you to translate designs into
detailed specs. This can help development teams hit the ground running without any back and
forth by simply getting the look right. The platform helps facilitate easy collaboration between
designers and PMs. You can build prototypes, add, see and reject feedback, brainstorm on a digital
whiteboard, create inspiration boards and smooth over design-development transitions.
invision.com 
Free Starter Professional Team Enterprise

$0/mo $15/mo $25/mo $99/mo Contact for quote
67
Bubble
You can build and run your very own web applications without code with this easy-to-use tool.
Whether you want to create apps for desktop or mobile web browsers, this non-code platform
offers web-friendly layouts without restrictions to the volume of traffic or data storage. It’s useful
for individuals or full product teams, as you can integrate it with your existing software to track
behaviors and activity.
bubble.io 
Hobby Personal Professional Production

Monthly Free $29/mo $129/mo $529/mo
Annually Free $25/mo $115/mo $475/mo
Mixpanel
As well as being an ideal tool for analytics and measurement and keeping PMs data-informed,
Mixpanel also helps product teams make better product design decisions.
mixpanel.com 
Free Growth Enterprise

$0 Starts at $779/year for 1000 MTUs Custom Pricing
Unsplash
Another source for high-quality stock images but this time for free. Unsplash can be used for
commercial purposes without crediting the photographer, and from nature, architecture and
animals to travel, food and fashion, it’s got something for everyone.
unsplash.com Free
68
Clipchamp
Clipchamp offers a free video editor, converter, and webcam recorder, which allows you to create
beautiful videos quickly. Whether you need to save time on uploads, save money on storage,
or create an entire video from scratch. It also comes with a library of ready-to-use templates.
Collaborators can easily work on designing new video projects together.
clipchamp.com 
Basic Creator Business

Free $9/mo $19/mo
Marvel App
Marvel equips you with everything you need to create designs and wireframes in minutes, make interactive
visuals (without code), test how users interact with your work, and collaborate in a single space.
marvelapp.com 
Free Pro Team Team Plus Enterprise

Monthly $0 $16/mo $48/mo $96/mo Contact for quote
Annually $0 $12/mo $42/mo $84/mo Contact for quote
Wistia
Some of Wistia’s most popular features include customization (of things like the play button) to
ensure your branding’s reflected. You can utilize interactive tools, auto-playing videos on your
channel, and bring videos and podcasts together and more on this easy-to-use platform.
wistia.com 
Free Pro Advanced

$0 $99/mo $399/mo
69
Stoplight
With Spotlight Studio you can design APIs in minutes. Empower technical and non-technical
stakeholders to create and collaborate on API designs in OpenAPI and JSON Schema using an
intuitive user interface. Create beautiful developer experiences, provide internal and external
developers with always up-to-date interactive, tutorials, and code samples.
stoplight.io 
Free Starter Professional Enterprise

$0 $99/mo $399/mo Contact for quote
Miro
Miro offers infinite canvases, readymade templates, digital sticky notes, freeform pens, screen
sharing, cursor collaboration, 20+ integrations and more, it’s got solutions for everyone. It provides
an engaging, intuitive experience with multiple options for real-time design collaboration and so
much more.
miro.com 
Free (1+) Team (5+) Business (10+) Enterprise (50+)

Monthly $0 $10/mo/user $20/mo/user Custom Price
Annually $0 $8/mo/user $16/mo/user Custom Price
70
Canva
Whether you’re creating graphs, editing photos, or starting a social post from scratch, Canva caters
for it all. With tonnes of templates, drag-and-drop tools and pre-set dimensions it makes creating
awesome-looking artwork easy - whatever design level you’re at.
canva.com 
Canva Canva Pro Canva Enterprise

Monthly Free $12.95/mo/user For teams with 20+ members contact for a quote
Yearly Free $9.95/mo/user For teams with 20+ members contact for a quote
Giphy
Giphy is free and allows you to search and find your gifs based on any topic you choose. If you wanted,
you could even craft your own GIFS. All you need to do is upload of video of your choice and you can
create a shareable link that you can easily use wherever you want.
giphy.com Free
71
Zeplin
Zeplin focuses on improving the collaboration between designers and engineers, providing them
with the most accurate resources out there. With Zeplin there’s no need to manually write out sizes
or margins just type the copy and export icons.
zeplin.io 
Free Starter Growing Business Organization

1 Project 3 Projects 12 Projects Unlimited Projects
Monthly $0 $19/mo $29/mo $12.25/mo/member
Annually $0 $17/mo $26/mo $10/75/mo/member
Livestorm
The end-to-end video engagement platform enables organizations to create meetings and webinars
at scale. It’s a browser-based platform that doesn't require download or setup.
livestorm.com 
Starter Premium Enterprise

Monthly Free €99/mo Contact for quote
Annually Free €89/mo €26/mo
72
Moqups
Moqups provides a single hub for teams to create and collaborate on wireframes, mockups,
diagrams, and prototypes. From visualizing your concept to shaping your idea (with things like
sitemaps, flowcharts, and storyboards) to creating a functioning prototype, you name it, it can do it,
and everyone can chip in with feedback along the way.
moqups.com 
Personal Creative Team Enterprise

Monthly $19/mo/user $29/mo/user Contact for quote
Annually $13/mo/user $20/mo/user Contact for quote
Google Slides
Google Slides makes building impactful presentations a piece of cake. It comes with lots of themes,
100s of fonts, and you can easily embed videos, animations and more. Better yet, multiple people
can edit at once in real-time, you can make changes on any device, and everyone can comment
and chat on the slides in-app.
google.com/slides/about Free
73
Mural
Combine different ideas and disciplines with your team to create something great. MURAL enables
innovation at scale, providing a platform for product strategy and planning, the facilitation of
immersive workshops using agile and design thinking methodologies, sales and consulting
engagements, and research and design.
mural.co 
Starter Plus Enterprise Network

10 - 50 Memberships 1 - 50 Memberships 50+ Memberships
Slidebean
Using a genetic algorithm, Slidebean arranges your content (text, images and charts) without the
need for human intervention, saving you time and money when it comes to creating your next pitch
deck - without compromising on quality.
Slidebean.com 
Starter Premium
$96/year $228/year
74
Webflow
Webflow empowers designers to build professional, custom websites in a completely visual canvas
with no code. It gives you the ability to create, launch, and iterate on new campaigns without
distracting your product team.
webflow.com 
Site Plans Basic CMS Business Enterprise

$12/mo $16/mo $36/mo Contact for quote
Ecommerce Plans Standard Plus Advanced

$29/mo $74/mo $212/mo
Lucidchart
Lucidchart turns ideas, visions, org charts, projects, and more into visual diagrams so you can
decipher information easier and make decisions quicker. Used by 99% of Fortune 500 companies
and with affordable price tags, it’s a force to be reckoned with. You can whip up a wireframe in
seconds, collaborate with your product team and share ideas and designs easily.
lucidchart.com 
Free Pro Team Enterprise

Monthly $0 $11/mo $9/mo/user Contact for quote
Annually $0 $10/mo $8/mo/user Contact for quote
75
Shopify Burst
You can explore beautiful stock photos by category for websites and commercial use. This free
stock photo platform, powered by Shopify, grants you access to a library of thousands of high-
resolution, royalty-free images that were shot by a global community of photographers.
burst.shopify.com Free
Apple Keynote
Keynote is a tool offering a range of features allowing users to produce stunning presentations, with
its usability and range of features attracting widespread acclaim. The program is conducive to
team working, with users able to collaborate, regardless of which system they’re working on.
apple.com/uk/keynote 
Mac Users
Free for most Mac users, the software will come with the purchase of a laptop
New Products
or desktop. If it’s not installed, it’s available free of charge in the App Store
(Purchased)
(after October 1st, 2013).
Older Products Available in the App Store for a one-time fee of $19.99
76
Unbounce
With Unbounce, you can design beautiful pre-optimized landing pages in minutes. Confidently
assemble landing pages in just a few clicks using your industry and goals, Smart Builder helps you
create high-converting, mobile-optimized campaigns in a snap.
unbounce.com 
Launch Optimize Accelerate

Monthly $90/mo $135/mo $225/mo
Ceros
Among other things, Ceros strives to increase conversions, dwell-times, and click-throughs by
helping businesses take their marketing from samey to experiential, and it does that by:
• Providing powerful and interactive digital experiences that drive action, deeper analytics and
more quality leads.
• Building stronger connections with immersive and unique experiences at every touchpoint.
ceros.com Not available online
77
SquareSpace
Squarespace is the all-in-one solution for anyone looking to create a beautiful website. Domains,
eCommerce, hosting, galleries, analytics, and 24/7 support. Choose your website template, add the
tools you need and reach your audience. It’s as simple as that.
squarespace.com 
Basic Advanced
Personal Business
Commerce Commerce
Monthly 13/mo $21/mo $24/mo $37/mo
Annually $10/mo $15/mo $20/mo $30/mo
Shutterstock
Shutterstock’s home to millions of royalty-free photos, vectors, illustrations, icons, footage, and music to
bring your next email, product page, piece of sales collateral, or social ad to life.
shutterstock.com
Packages are also available in prepaid bundles (of 5 or 25 images) and for teams
and organizations
10 images/mo 50 images/mo 350 images/mo 750 images/mo

Monthly $29/mo $75/mo $119/mo $149/mo
Annually $19/mo $59/mo $99/mo $119/mo
78
Part 9
PRODUCT
EXPERIENCE &
ENGAGEMENT
OPTIMIZATION
Orgs that are PLG focused need to know how to guide their users to the
right places to demonstrate value. PMs need to be able to deliver effective
onboarding and increase stickiness in order to attract users and accelerate
growth. But creating a smooth, optimized product experience isn’t possible
without the right toolkit.
79
PLA Tools of Choice Report Product Experience & Engagement Optimization
FullStory
A digital experience platform that provides a complete picture of how users interact with your
product. It combines quantitative and qualitative data for comprehensive understanding to perfect
your digital experience.
From identifying and ironing out visitors’ pain points, extracting qualitative and quantitative insights
on any online interaction, and delving deep into intricate events - like when someone clicks a bit of
text, FullStory’s got almost everything you need to fine-tune your customers’ experience.
fullstory.com 

$0 From $849/mo Contact for quote
Hotjar
With heatmaps, video recordings, conversion funnels, form analysis, feedback polls and surveys,
Hotjar creates just about an accurate picture as you can get in terms of visually understanding
how customers move around your product. Gain a complete understanding of how your users are
behaving, what they need, and how they feel.
hotjar.com 
Page views/days 2,000 10,000 20,000 50,000 120,000 400,000

Cost/month Free $29 $89 $189 $289 $589
80
Outreach
This integrated sales engagement platform helps sales reps and leaders increase productivity,
generate more sales opportunities, and beat your sales goals. Drive more output with less input
by creating best-in-practice sequences that incorporate multi-channel touchpoints, sparking
personalized (yet consistent) communication, and delivering the insights you need to build a bank
of customer-winning templates
outreach.io Not available online
Optimizely
As the name suggests, Optimizely’s all about getting more out of your efforts. It facilitates
experimentation and personalization from the same place and across both product and
marketing teams. You can Confidently drive conversion and adoption, test your ideas across
controlled segments of traffic, increase engagement & retention with this progressive delivery and
experimentation platform. Its Stats Engine takes the guesswork out of future offers, CTAs, and copy,
so you know what will and won’t work before you try it.
optimizely.com Not available online
AB Tasty
Build end-to-end experiences that drive growth across all digital channels. With AB Tasty, you can
put your ideas to the test by running A/B, split and multivariate tests across all devices. Marketing,
product and engineering teams work together to deliver seamless user experiences. You can also
use engagement-based segmentation to push custom messages, features, and functionalities to
specific users on any device.
abtasty.com Not available online, call for a custom quote
81
Chameleon
With surveys, tooltips, tours, and launchers, Chameleon improves product funnels by reaching
out to the right people (with segmentation), at the right time (via triggers), in the right place. From
targeted micro-surveys, customizable in-product widgets to powerful flows for product tours and
dynamic displays for tooltips, Chameleon is an all-around tool for user experience, onboarding and
engagement.
trychameleon.com 
Startup Growth
$657/mo (Based on 10,000 MAUs) Custom Pricing
Gainsight
of user behavior, drive product adoption and collect feedback. It achieves this by tracking users’
every movement (like clicks, logins, and email opens), identifying where people fall off critical tasks,
guiding inactive users back to your product, and so much more. It takes a holistic approach to solve
product adoption and enables users to execute PLG strategies.
gainsight.com
Dependent on the amount of monthly active users. Based on 2,000, the cost would be $2,000/
82
Branch
Focusing on measurement and deep linking, Branch is all about mobile growth. With link matching
guarantees it ensures your links work across every platform and channel and your users experience
a flawless journey - even after they leave to install your app. On top of that, it joins the dots between
cross-channel and platform journeys so you can trace a user’s steps with confidence, optimize
campaigns and maximise revenue.
branch.io 
Launch Startup Enterprise

$0 (up to 10K MAUs) $59/mo (up to 50K MAUs) Custom pricing
Userlane
Userlane is the fastest way to provide help in any software. It helps with guiding and supporting your
users directly in your applications and instantly makes any software or process easy to grasp. The
platform is being used in some sectors like banking, making it one of the most secure out there.
userlane.com
For SMB’s, all plans are based on the number of users and people who will be guided. Contact
for a custom quote.
83
HockeyStack
Need to track every action? Analyze visitors in detail? Convert more users and drive growth?
HockeyStack can provide you with all the key features you need to do just that. This SaaS analytics
platform can empower growth teams to understand the drivers of product engagement and high-
quality leads, and increase revenue faster than ever.
hockeystack.com 
Free Forever Accelerate Boost Dominate

Monthly $0/domain/mo $99/domain/mo $249/domain/mo Custom
Annually $0/domain/mo $79/domain/mo $199/domain/mo
Smartlook
Smartlook records users on websites and in mobile apps. With features that allow you to find
useful information even in thousands of recordings in no time. See user behavior, trends, and bugs
in tremendous detail, all of which help you make better data-driven decisions. Understand how
people use your product and figure out where they’re struggling.
smartlook.com 
Free Startup Business Ultimate

Monthly $0 $31/mo $79/mo Contact for quote
84
LogRocket
Understand every bug and user-reported issue with video repla and use heatmap replay sessions
to learn how visitors are interacting with your product. This tool allows you to see the impact of any
interaction, with a page or feature. You can see network logs, Javascript errors, and performance
telemetry for in-depth debugging, and guide your users to a resolution with live co-browse.
logrocket.com 
Developer Developer Team Developer Professional

Free Starting at $99/month Custom pricing
Help Scout
Help Scout is a customer support platform for growing businesses. They are focused on one thing:
helping you deliver the best user experience possible.
Help Scout was designed to deliver great customer experiences and from messaging to reporting
it’s packed with lots of features that do just that. Here are just a few:
• Send messages on things like announcements, onboarding info and product feedback from any
website, store, blog or app.
• Reduce customer support volume with the Docs editor, where anyone can submit helpful content.
• Store conversations and activity from all your apps in one place so you’ve always got the full
picture of every account.
helpscout.com 
Standard Plus Company

Monthly $25/mo $40/mo Annual only
85
Whatfix
Whatfix helps your users work their way around your product self-sufficiently and you deliver great
customer experiences with less manual input. It lets you build step-by-step walkthroughs with zero
coding, create segments, set up condition-based walkthroughs, auto-generate various content
types (like PDFs, videos and slideshows), schedule alerts and announcements, and analyze how
people use your product.
whatfix.com not available online
Beamer
If you’re looking for a way to create and schedule things like news, updates, and special offers,
this could well be your tool. Beamer works as an embeddable widget or standalone page,
accommodates text, images, videos, and gifs, comes with lots of segmentation options (like
industry, location, and behavior), and sends push notifications even if someone’s not on your site.
Sold? Well, it doesn’t stop there. You can also get feedback, analyze your results, customize your
designs, and integrate it with other apps.
getbeamer.com 
Free Startup Pro Enterprise

Monthly n/a $49/mo $99/mo $249/mo (only available annually)
Annually n/a $40.80/mo $82.50/mo
86
UserIQ
UserIQ helps you get under the skin of how your customers think to increase revenue, decrease
churn, and drive continual improvement. On-demand, virtual guided tours, segmented usage data
and real-time customer feedback tools are just a snapshot of what it’s got to address all three.
Uncover health insights, eliminate user hurdles, and simplify account management.
useriq.com Cantact for quote 
Intercom
Intercom is a live chat tool that has the ability of bots, apps, product tours, and more. Of course,
Intercom are the communication giants and their chatbot and live chat features help qualify leads,
their targeted messages help onboard and activate more users, and their inbox automation and
self-service support ensure personalization is on tap at scale.
intercom.com All Prices are 'from' 
All-in-one Lead generation Customer engagement Customersupport

Essential n/a $87/mo $49/mo $38/mo
Pro n/a $153/mo $75/mo $78/mo
Premium Custom Custom Custom Custom
87
WalkMe
WalkMe detangles SaaS platforms so users can confidently glide through their journey and your
team can stay productive. It focuses on taking a holistic approach to address product adoption, by
automating repetitive tasks, workflows and chatbots, guiding customers through your product and
more. It uses AI to improve retention and find accounts that are likely to churn and user recordings.
walkme.com not available online
Pendo
Pendo’s packed with tools to improve product adoption, customer loyalty, and team innovation. Its
analytics feature provides insights into what users are doing throughout their journey, its surveys
capture how they feel about their experience, its in-app walkthroughs and messages encourage
engagement, and its feedback tool helps prioritize future releases. It’s heavily focused on helping
product teams provide user insight, guidance, and communication seamlessly.
pendo.io not available online
88
Appcues
Appcues is a product-led growth platform and companies who use it have seen some pretty
remarkable feature adoption, user retention, and campaign response results. Within the tool
you can set up personalized onboarding experiences, collect actionable insights (like NPS scores
and qualitative feedback), deliver in-product announcements, and provide on-demand
customer support.
appcues.com
The price depends on how many monthly active users you have, but based on 5,000 you’d be
looking at:
Essentials Growth Enterprise

Monthly $479/mo Must pay annually Contact for a quote
Annually $399/mo $879/mo Contact for a quote
Drift
Not into coding? Not a problem. Drift lets you build custom chatbot flows in minutes with no need for
any coding, so you can create personalized sales conversations and generate more qualified leads.
drift.com 
Free Standard Pro Premium Enterprise

$0 $50/mo $400/mo $1,500/mo Contact for a quote
(billed monthly) (billed annually) (billed annually)
89
Helppier
Helppier provides a seamless way to engage and help users online. Start creating user guides to
turn users into customers, automated tours, tooltips, pop-ups, warnings, and in-app messages to
help users interact with your product.
helppier.com
Pricing is based on how many active users you have per month
1,000 Users 10,000 Users 20,000 Users 50,000 Users 50,000+

Standard $39/mo $99/mo $199/mo $299/mo Custom quote
Tailor Made All custom quote
Braze
Forge customer connections and drive growth with Braze’s data-driven, cross-channel solution.
Welcome new customers with cross-channel messaging and use in-app messages to drive
engagement. It connects humans with humans by taking the complication out of user engagement
and making user comms more conversational. When it comes to what it can do its breadth is pretty
vast but here’s some key features:
• Send personalized messages across various channels - like push, email, and in-app
• Develop lifecycle engagement strategies
• Trigger messages based on a user’s location and context
• Create, manage and optimize cross-channel campaigns and access integrated reports
• Use the app’s data-based predictions to shape your next steps.
braze.com not available online
90
Crazy Egg
Since 2005, Crazy Egg’s optimization tools have been the secret sauce for helping thousands of
enterprise-level companies build better customer experiences. Google Analytics shows you what
people are doing on your client's sites. Crazy Egg will show you why in seconds. Get data-backed,
comprehensive recommendations, share user behavior insights, improve what's working, fix what
isn't, and test new ideas.
crazyegg.com not available online
VWO
From testing which headline works best and identifying funnel leaks using video recordings to push
notifications and central data repositories, VWO’s product suite comes with lots of the tools needed
to consolidate insights, test ideas and, ultimately, improve engagement.
vwo.com 
VWO Testing VWO Insights VWO Fullstack VWO Engage

From $199/mo From $169/mo From $999/mo From $99/mo
Tailor Made $399/mo $879/mo
Sprinklr
Sprinklr pulls in what users are saying on social media platforms, messaging channels, blogs,
forums, news and review sites, and then converts all that unstructured intel into actionable insights
(using AI) so you can deliver more personalized and amazing product experiences.
sprinklr.com not available online
91
Survicate
The customer experience platform without 'enterprise-y' hassles. Customer experience tools are
either basic survey tools or complex enterprise platforms, whereas Survicate combines the best of
both worlds: ease of use with powerful functionality.
survicate.com 
Basic Essential Professional Ultimate

Monthly Free $129/mo $229/mo $599/mo
Annually Free $89/mo $159/mo $419/mo
92
Part 10
ADOPTION AND
ONBOARDING
Every PM wants to give users the ability to use their product efficiently
straight away and providing a seamless adoption and onboarding
experience is of course critical for this. And what better way to onboard a
new user than by having the right tool by your side every step of the way to
make your efforts much more effective...
93
PLA Tools of Choice Report Adoption and Onboarding
Chameleon
With surveys, tooltips, tours, and launchers, Chameleon improves product funnels by reaching
out to the right people (with segmentation), at the right time (via triggers), in the right place. From
targeted micro-surveys, customizable in-product widgets to powerful flows for product tours and
dynamic displays for tooltips, Chameleon is an all-around tool for user experience, onboarding and
engagement.
trychameleon.com 
Startup Growth
$657/mo (Based on 10,000 MAUs) Custom Pricing
Gainsight
of user behavior, drive product adoption and collect feedback. It achieves this by tracking users’
every movement (like clicks, logins, and email opens), identifying where people fall off critical tasks,
guiding inactive users back to your product, and so much more. It takes a holistic approach to solve
product adoption and enables users to execute PLG strategies.
gainsight.com
Dependent on the amount of monthly active users. Based on 2,000, the cost would be $2,000/
94
Userflow
Want to improve user onboarding but your developers are busy? This is where Userflow comes in.
It lets your whole team build customized in-app tours, checklists, and surveys, all without code. It’s
quick and simple to install into your app and contains tooltips, modals, buttons, and more.
userflow.com 
Startup Pro Enterprise

Monthly $250/mo $750/mo Contact for a quote
Outreach
Outreach enables sales reps to drive more output with less input by creating best-in-practice
sequences that incorporate multi-channel touchpoints, sparking personalized (yet consistent)
communication, and delivering the insights you need to build a bank of customer-winning templates.
outreach.io not available online
Whatfix
Whatfix helps your users work their way around your product self-sufficiently and you deliver great
customer experiences with less manual input. It lets you build step-by-step walkthroughs with zero
coding, create segments, set up condition-based walkthroughs, auto-generate various content
types (like PDFs, videos and slideshows), schedule alerts and announcements, and analyze how
people use your product.
whatfix.com not available online
95
Help Scout
Help Scout is a customer support platform for growing businesses. They are focused on one thing:
helping you deliver the best user experience possible.
Help Scout was designed to deliver great customer experiences and from messaging to reporting
it’s packed with lots of features that do just that. Here are just a few:
• Send messages on things like announcements, onboarding info and product feedback from any
website, store, blog or app.
• Reduce customer support volume with the Docs editor, where anyone can submit helpful content.
• Store conversations and activity from all your apps in one place so you’ve always got the full
picture of every account.
helpscout.com 
Standard Plus Company
Monthly $25/mo $40/mo Annual only
UserIQ
UserIQ helps you get under the skin of how your customers think to increase revenue, decrease
churn, and drive continual improvement. On-demand, virtual guided tours, segmented usage data
and real-time customer feedback tools are just a snapshot of what it’s got to address all three.
Uncover health insights, eliminate user hurdles, and simplify account management.
useriq.com 
Free Custom
$0 Contact for a quote
96
WalkMe
WalkMe detangles SaaS platforms so users can confidently glide through their journey and your
team can stay productive. It focuses on taking a holistic approach to address product adoption, by
automating repetitive tasks, workflows and chatbots, guiding customers through your product and
more. It uses AI to improve retention and find accounts that are likely to churn and user recordings.
walkme.com not available online
Appcues
Appcues is a product-led growth platform and companies who use it have seen some pretty
remarkable feature adoption, user retention, and campaign response results. Within the tool you
can set up personalized onboarding experiences, collect actionable insights (like NPS scores and
qualitative feedback), deliver in-product announcements, and provide on-demand customer support.
appcues.com
The price depends on how many monthly active users you have, but based on 5,000 you’d be
looking at:
Essentials Growth Enterprise

Monthly $479/mo Must pay annually Contact for a quote
97
HubSpot
It’s impossible to cover everything, but safe to say HubSpot has all the tools and integrations a
product manager needs, including; the ability to drag-and-drop your way to smart and responsive
templates, create personalized paths and bring all your communication channels together. And
they are just some of the more popular features. Each product in the platform is immensely useful by
itself, but together they are certainly powerful.
hubspot.com
They’ve got so many different products and packages it’d be a pretty hefty table
for us to replicate, but you can find everything you need here: hubspot.com/pricing.
Ziplyne
Ziplyne is a Digital Adoption Platform that can sit on top of any web-based application as an
extension or as a javascript snippet. It’s built with end-users and content creator/business teams
in mind and is mainly focused to make the end-users experience easy. From support, onboarding,
adoption, and retention, Ziplyne guides users and employees to success.
ziplyne.com All Pricing starting at 
Ziplyne Explorer ZCX ZEX

Free /14 Days $500 /mon $5K /mon
98
Helppier
Helppier provides a seamless way to engage and help users online. Start creating user guides to
turn users into customers, automated tours, tooltips, pop-ups, warnings, and in-app messages to
help users interact with your product.
helppier.com
Pricing is based on how many active users you have per month
1,000 Users 10,000 Users 20,000 Users 50,000 Users 50,000+

Standard $39/mo $99/mo $199/mo $299/mo Custom quote
Tailor Made All custom quote
99
Part 11
PRODUCT CONTENT
AND THOUGHT
LEADERSHIP
The word ‘content’ is usually in reference to marketing. And yes, it’s true that you need a
solid content strategy to generate leads and convert them into customers, etc. It’s just
as important to have a separate, concrete content strategy for your product too!
The content your users encounter while using your product drives their entire
experience. It shapes their journeys and their impressions. It’s fundamental to their use
and how they describe what your product offers and the solutions it provides for others.
Product content is hugely important but it also causes a lot of confusion. That’s why
today having handy tools to hand can make the difference when it comes to driving
thought leadership and building strong product content strategies…
100
PLA Tools of Choice Report Product Content and Thought Leadership
Ahrefs
Ahrefs is a high-performing SEO tool designed to help you rank higher and get more traffic without
being an SEO pro. Optimize your content, analyze your competitors, and track your ranking progress all
within one of the industry’s top SEO tools.
ahrefs.com 
Lite Standard Advanced Agency

Monthly $99 $179 $399 $999
Annually $82 $149 $332 $832
Grammarly
There’s no excuse for bad spelling, sub-standard punctuation, or sloppy grammar - particularly
with Grammarly readily available. A renowned writing tool, Grammarly uses AI to identify any flaws
or possible corrections you can make to improve the quality of your writing. Check emails, essays,
blog articles, and instill confidence in your reader.
grammarly.com Free plan available 
Cost
Monthly $29.95
Quarterly $59.95
Annually $139.95
101
Semrush
Combining data with great strategy - Semrush provides. It gives you access to the world’s
largest database of 20 billion keywords, 310 million ads, and 17 billion URLs crawled per day,
helping you grow your organic reach. Semrush analyzes the data for you and gives you instant
recommendations on SEO, which can help you improve your online visibility in days.
semrush.com 
Pro Guru Business

Monthly $119.95/mo $229.95/mo $449.95/mo
Annually $99.95/mo $191.62/mo $374.95/mo
Sprinklr
Sprinklr pulls in what users are saying on social media platforms, messaging channels, blogs,
forums, news and review sites, and then converts all that unstructured intel into actionable insights
(using AI) so you can deliver more personalized and amazing product experiences.
sprinklr.com not available online
Uberflip
Uberflip uses personalized content to speed up buyer journeys by aggregating all your content
(videos, social posts, blogs, the lot) into one central hub, providing the tools needed to deliver
personalized content experiences at scale, sending prospects to purpose-built end destinations,
distributing content across multiple platforms, and more.
uberflip.com not available online
102
Clearscope
To drive organic traffic, content needs to be more than just shareable, clickable, and readable.
Clearscope helps you produce content that's highly relevant to what people are searching for. This
AI-powered tool gives you the resources you need to increase your organic search presence. It
offers easy-to-use integrations for better workflows and allows you to create your content with the
tools you already have with seamless adoption.
clearscope.io 
Essentials Professional Enterprise

Monthly $170/mo $350/mo Custom pricing
Prismic
Prismic puts you in control of your content by letting you choose the technology, framework, and
language to manage it. In five steps, it goes something a bit like this:
1. Model the editor experience to suit your needs.

2. Hand the layout over to your content team to fill in.
3. Pick a framework (i.e. Gatsby, React, Next, Vue).
4. Query content and drop it into your components.
5. Choose where to host the website.
prismic.io 
Free Starter Small

Monthly $0 $9/mo $20/mo
Annually $0 $9/mo $20/mo
103
Contentful
Manage your content, integrate your tools, publish across channels, and unblock your team with
this modern, industry-leading content platform. Take control of each iteration of your content in an
intuitive web app. Work with your favorite tools and frameworks without CMS technical debt, utilize
agile workflows, and structured content that’s ready for any channel.
contentful.com 
Community Team Enterprise

Free Start at $489 Custom
Kapost
Kapost is all about leveraging your content - from planning and producing to distribution and
analysis. Whether it’s a product breakdown or a social post, it provides a central location to store
and organize your content, puts it in front of the right teams in a way that gets your words noticed,
and feeds you with metrics to shape future campaigns and report on content usage.
kapost.com not available online
104
GatherContent
GatherContent puts you in control of the content process by letting you build templates to fit the format,
length, and style you need so contributors (copywriters, designers, or otherwise) have a structure to
follow. Everything can then be written, reviewed, and discussed in the same place and you’ll receive
progress notifications so you’re always in the loop.
gathercontent.com All Prices 'starting from' and include seven seats
Standard Advanced
Annually $84/mo $140/mo
Yoast
Want to gain greater visibility into how your SEO is implemented? You can’t really go wrong with the
Yoast plugin. It offers a wealth of suggestions to improve your chances of ranking high in
organic search.
yoast.com
Yoast offers a free version of the plugin and a Premium plugin version that full access to the
Yoast SEO academy for £89
105
DocSend
The name’s a bit of a giveaway, but DocSend’s all about sending documents - with a difference. You
send everything (up to 250MB) via links, have the ability to switch off access at any time, receive real-
time feedback, and are given the option to protect your doc with email or passcode verification.
docsend.com 
Community Personal Standard Advanced Enterprise

Monthly $15/mo/user $65/mo/user $250/mo/user Contact for pricing
Annually $10/mo/user $45/mo/user $150/mo/user
Ubersuggest
Ubersuggest is a free Chrome extension that shows you the most actionable SEO metrics directly in
Google search results, YouTube search results, and in your Amazon search suggested terms.
neilpatel.com/ubersuggest Free
PathFactory
Use PathFactory to accelerate nurture, improve win rates, and understand content performance by
delivering intelligent content experiences and virtual events across the buyer’s journey. Using insights
and automation to connect people with content, PathFactory aims to remove friction for B2B buyers.
pathfactory.com Not available online
106
Beamer
Beamer combines in-app notification centers, widgets, and changelogs to offer users a simple, yet
effective way to post updates quickly and efficiently, whilst also providing a platform for users to
provide their own feedback. It’s an ideal tool for providing up-to-date information and engaging
with users with consummate ease.
getbeamer.com 
Free Startup Pro Enterprise

Monthly $0/month No hidden fees $49/mo $99/mo $249 Billed annually
Annually N/A $40.80/mo $82.50/mo
Screaming Frog
This industry-leading and powerful website crawler for Windows, macOS, and Ubuntu, is trusted by
thousands of SEOs and agencies worldwide for technical SEO site audits. It allows you to analyze the
results in real-time. It gathers key onsite data so you can make informed decisions.
screamingfrog.co.uk Not available online
107
Moz
Backed by the largest community of SEOs on the planet, Moz builds tools that make SEO, link
building, and product content strategy easy. This SEO toolset has it all: keyword research, link
building, site audits, and page optimization insights, in one.
moz.com 
Standard Medium Large Premium

Monthly $99 $149 $249 $599
Annually $79 $119 $199 $479
MarketMuse
The patented AI tool can collect and analyze your content, prioritize your best opportunities based
on Authority and ROI, and build industry-leading topic models so you can always write the best
content on any topic.
marketmuse.com 
Free Standard Premium

Monthly $0/mo $149/mo $999/mo
Annually $0/mo $1,500/yr Custom quote
108
Giide
Giide is a platform that lets you show and tell. In other words, it lets you create interactive audio that's
easy to record, simple to share, and engaging for listeners. You can upload existing audio or record
something new using the app. Enhance your voice by attaching interactive links, social profiles,
images, and more. Plus, publish via URL, embeddable web player, or in the Giide mobile app.
giide.com
Giide offers a free plan to get started and share interactive audio, or you can contact them to
discuss a quote to build a custom plan.
109
Part 12
USER RESEARCH
Product teams need intel. After all, without the question, you don’t get the
answer but just any old line won’t do. You need to ask the right questions, on the
right platform, and in a way that gets users engaged from the off. Luckily, here
are a load of tools that do just that...
110
PLA Tools of Choice Report User Research
Typeform
Typeform strives to help you get more responses from your forms and surveys by making them
engaging, conversational and well-designed. Its templates cover everything from quizzes and polls
to lead gen forms and online invitations, and you have the option to create personalized question
paths, filter out irrelevant fields, and segment leads into your CRM.
typeform.com 
Essentials Professional Premium

Monthly £28/mo £40/mo £55/mo
Annually £24/mo £28/mo £46/mo
Amplitude
Amplitude can allow PMs to harness the power of product analytics to drive better outcomes. The
Behavioural Analytics Platform goes deeper than just clicks and views to paint the complete picture
behind how users are interacting with the product. It provides the necessary tools to pinpoint
growth opportunities, identify the personas most likely to become power users, offers advanced
visualization options and allows for the creation of in-tool dashboards. Amplitude Engage is a
fantastic addition that allows you to trigger campaigns based on user segments, via in-app native
integrations.
amplitude.com Not available online
111
UserTesting
The clue’s in the name, but UserTesting does just that. A video-first platform where you can see and
hear the experiences of real people as they engage with your products, designs, apps, processes,
concepts, or brands. You can either guide them through a real-time interview or let people record
their opinions solo.
usertesting.com Not available online
EnjoyHQ
EnjoyHQ offers everything you need to build an incredibly effective research system. Do better UX
research faster with templates, unlimited storage, governance, and metrics. Centralize all your
research data, improve collaboration, standardize your research process and share insights easily.
getenjoyhq.com 
Start Grow Scale

$0/mo $750/mo Contact for a quote
112
Formstack
Replacing coding with a simple drag-and-drop set-up, Formstack makes building forms easy, puts
100s of templates at your fingertips, and sends the information collected to the likes of PayPal, HubSpot
and Salesforce. Productivity-driven workflows and customer insights also come as standard.
formstack.com 
Bronze Silver Gold Platinum Enterprise

Monthly $19/mo $59/mo $99/mo $249/mo Contact for quote
Annually $19/mo $49.16/mo $82.50/mo $207.50/mo
SurveyMonkey
Although known mostly for its survey capabilities, SurveyMonkey offers so much more, from
accepting online payments and analyzing NPS scores to automatically generating new content
and creating forms.
surveymonkey.com 
Individual Advantage Team Advantage Team Premier

£32/mo £28/mo/user £75/mo/user
113
Usabilla
Usabilla allows you to optimize your digital channels with customer feedback. Collect real-
time feedback across all your digital channels to improve your customer experience. Eliminate
assumptions and get the real insights you need from visitors. Know what’s working (and more
importantly, what’s not) by asking the right questions at the right moment in their customer journey
to make better-informed decisions.
usabilla.com Not available online
Statista
Statista holds statistics and facts on 1,000s of businesses, from 100s of industries and dozens of
countries. You can access figures and forecasts for consumer, digital and mobility markets and with
their consumer survey, you can tap into how 400,000+ people behave and interact with brands.
statista.com 
Basic Premium Corporate

Free $49/mo (billed annually) $650/mo (billed annually)
Qualtrics
From brand tracking and pricing research to conjoint analysis and 360 feedback, Qualtrics employs a
whole host of tactics so you can understand your customers, brand, and product like never before. It
uses advanced text and voice analytics to uncover insights buried deep in responses and incorporates
AI and machine learning to give recommendations and route them to relevant people.
qualtrics.com Not available online
114
Sprig
Modern product teams move fast, but learning from customers takes a ton of time, effort, and
energy. Teams often rush user research or skip it altogether, causing products and features to
miss the mark. With Sprig though, you can gain all the customer insights you need, without delay
or manual analysis. Capture in-the-moment insights from your actual users with video interviews,
concept tests, and micro surveys.
sprig.com 
Free Essentials Enterprise

For SMEs For orgs looking for fuel growth $99/mo
$0/mo Starting at $79/mo $82.50/mo
Lookback
With Lookback, you can either perform remote research in real-time and ask people about their
experience, or send a test link for them to complete on their own, watch and then play it back at a
later date. Whichever way you go, the result’s a bank of knowledge into how users use your product.
lookback.io 
Starter Pro Enterprise

Monthly $59/mo/collaborator $119/mo/collaborator Contact for a quote
Annually $49/mo/collaborator $99/mo/collaborator Contact for a quote
115
FullStory
From identifying and ironing out visitors’ pain points, extracting qualitative and quantitative insights
on any online interaction, and delving deep into intricate events - like when someone clicks a bit of
text, FullStory’s got almost everything you need to fine-tune your customers’ experience.
fullstory.com 

$0 From $849/mo Contact for a quote
ProfitWell
ProfitWell's goal is to take care of everything else when it comes to subscription growth. Whether it's
providing users with accurate subscription reporting and analytics for free, or becoming experts in
credit card failures and pricing strategy to automatically reduce churn and optimize monetization,
ProfitWell exists to get companies back to their customers and product.
profitwell.com 
ProfitWell Metrics Enterprise

$0/month Contact for a quote
116
Part 13
KNOWLEDGE AND
CUSTOMER SUCCESS
Customer Success and Product Management needs to be aligned. In fact, it’s
pivotal to understand that in many ways product management is customer
success. For these roles to be aligned and help customers succeed, they need
knowledge. Knowledge is power after all - it’s cliche but it’s true.
You need to see some of the product team’s content, the sales team needs
access to your collateral, the content team needs both and stakeholders want
everything. But emails get overwhelming, folders get disorganized, and multiple
tabs get confusing. So, here are the tools that can help...
117
PLA Tools of Choice Report Knowledge and Customer Success
Tettra
Tettra amalgamates all your processes, policies, and procedures in one place so people can
get their hands on what they need without moving tabs. Everyone can contribute, you control
permission and editing rights, it comes with stats on your top-performing pages, you get notified
when something’s been updated, alerted when a page hasn’t been refreshed in a while, and more.
tettra.co 
Starting Growing Scaling

$0 Starting at $39/mo Starting at $99/mo
Twilio
Strengthen your customer relationships and connect with them everywhere they want to interact
with you, from text messages to chatbots on a single platform. Unite communications across your
entire org, and personalize every step of the customer journey with solutions like intelligent chatbots,
custom account notifications, a completely programmable cloud-based call center, and more.
twilio.com
Twilio offers a variety of flexible pricing options and packages, with options to contact them
for a full quote.
118
DocSend
The name’s a bit of a giveaway, but DocSend’s all about sending documents - with a difference. You
send everything (up to 250MB) via links, have the ability to switch off access at any time, receive real-
time feedback, and are given the option to protect your doc with email or passcode verification.
docsend.com 
Personal Standard Advanced Enterprise

Monthly $15/mo/user $65/mo/user $250/mo/user Contact for pricing
Annually $10/mo/user $45/mo/user $150/mo/user
KnowledgeOwl
KnowledgeOwl helps you organize information better. Content is put into categories and
subcategories, you can control access with security and authentication measures, custom articles
and PDFs can be built and exported in-app, everything can be designed to match your branding,
people can rate and comment on your content, and tags, autosuggest, and search phrases make
finding what you’re after super easy.
knowledgeowl.com 
Solo Team Business

$79/mo $99/mo $299/mo
119
Feedly
It’s estimated the average human has a concentration span of 10-20 minutes; naturally, if we care
about the topics we’re focusing on we’ll be more engaged. Put simply, Feedly is the antidote to
information overload, allowing teams to focus exclusively on the content they’re interested in - no
fillers, no time-wasting, just a ton of insightful materials from journals, newspapers, blogs, and so on.
Feedly.com 
Free Plan Pro Pro+ Business Enterprise

Monthly Yes $6/mo $8.25/mo $18/mo Price varies
Annually billed annually billed annually billed annually
Zendesk
For improving communication with your customers, Zendesk is ideal as it provides a place to bring
all your customer comms together. This includes phone, chat, email, social, and more - so you can
improve customer conversations and satisfaction with your product.
zendesk.com 
Support Essential Team Professional Elite Enterprise

Zendesk Suite £5/mo £15/mo £75/mo £149/mo £119/mo
Guide Lite £0 £15/mo £26/mo £26/mo
Chat Lite £0 £12/mo £25/mo
Talk Lite £0 £15/mo £39/mo £7/mo (Partner Edition)
Sell £19/mo $49/mo $99/mo
Explore Lite £0 £9/mo
120
Tawk
Give your users the confidence they need to choose your product. Gain a top-down view of the
customer journey with one place for all your customer interactions. Easily identify FAQs and capture
help center searches to monitor and chat with the visitors on your website, respond to support
tickets, and empower customers to help themselves.
tawk.io Free
Notion
With Notes & Docs, a Knowledge Base, Tasks & Projects and Spreadsheets & Databases, Notion
combines the likes of Airtable, Google Sheets, Trello, Asana, Jira, Confluence, Evernote and more
into one.
notion.so 
Free Personal Team Enterprise

$0 $4/mo(flat price) $8/mo/member $20/mo/member
121
Bloomfire
Bloomfire makes it easier for everyone in your org to access the information they need - from the
product team to sales and customer support, the lot. How? By centralizing everything into one spot so
people can self-sufficiently find the knowledge they need - when they need it, all the while maintaining
company-wide alignment, reducing time spent searching and preventing knowledge loss.
bloomfire.com 
Basic Growth Growth Add-ons

$899/mo $1,149/mo Custom
Hull
In need of one source of truth, synchronized everywhere? Well, Hull can deliver just that. A real-time
customer service platform that collects, unifies, and enriches your product, marketing, and sales data,
and synchronizes it to all of your tools. When your data is unified and aligned, your teams are too.
hull.io 
Team Business Business+

Annually $950 $1600 Custom
Quarterly $1045 $1760 Custom
122
Confluence
Confluence is purpose built for collaboration and knowledge sharing. It allows documentation
about the product discovery, design, and implementation to be easily reviewed and organized. It’s
all open and accessible to help product managers create powerful pages, work better together,
and stay organized. It’s full of templates to give you the best helping hand for grouping relevant
pages together, giving feedback, and understanding team decisions.
atlassian.com/software/confluence
the more people you onboard the lower the price per-user, but here’s a rough idea of what to
expect for their Cloud plans 
Free Standard Premium

$0 $5/mo/user $10/mo/user
ReleaseNotes
Craft beautiful, engaging release notes to keep customers and stakeholders up to date. Show your
latest release as a banner, send an email, host the latest releases on your site, or add an unseen
badge to your site. Keep your remote or internal teams up to date with your latest releases, so they
can stay on the pulse and be more effective. Let your users know that you're on top of product bugs
by displaying a steady stream of your recently resolved issues, and more.
releasenotes.io 
Standard Pro
$19/mo +$10 per 1,000 subscribers $39/mo +$10 per 1,000 subscribers
123
Part 14
WHAT TOOLS WILL BE

HOT IN 2023?
We asked those working in PLG to tell us exactly what tools they expected to on
the rise this year, the tools really making a difference to product teams, and those
having a real impact on fulfilling user needs and achievement product success.
Of course we got many different answers, which tells us that tools have varying
degrees of importance depending on people’s roles, companies and target
audiences. But here’s a snapshot of the answers we received about the tools to
watch out for in 2023:
124
PLA Tools of Choice Report What tools will be HOT in 2023?
“Our tool of course, journy.io. Why? Well, without bragging, because customers
start testing and becoming customers without even talking to us. So, touchless.
For certain types of SaaS companies, PLG is here to stay. Simply because any
other traditional GTM motion isn't economically viable.”
Yves Delongie, Co-founder and CEO at journy.io
“The PLG tool that everyone would get help from is product analytics tool
called Mixpanel, this will know who is converting, how, when, where and what.
This will also help product leaders and investors know how their efforts are
getting them ROI.”
Vishal Rewari, Founding Partner at Optiblack
“The rocky economic outlook for 2023 is going to push a lot of companies and
startups to re-evaluate their GTM strategy, and pick a more efficient model
over the ‘acquire at any cost’ approach. I predict this will only accelerate the
inclusion of PLG in growth strategies. While there are a lot of tools for PLG, I
think the traditionally SLG companies will look at incorporating the basics of
PLG to transition to a hybrid model at-least, if not pure PLG.
“This will create a greater need for product analytics, product communication
& customer engagement tools. One of the tools that I’m really excited to
see develop is Intercom. They’re releasing a lot of engagement features, be
it via their new messenger or their other outbound messaging options like
checklists, product tours, series”
Umang Sejpal, Product Marketing Manager at cofenster
125
“Most of my outreach has been via notifications - Toasts and inline cards. Push
notifications have been performing bleak organically... But if you use a paid
channe partner that still gets a decent single digit %age open rate.
“I think Gamification and the right kind of rewards to motivate habit forming
behaviors will be the talk of the town. Within Gamification A Progress bar with
challenges/milestones defined for the user will have a much higher impact
giving out freebies using scratch cards.”
Sumit Kumar Singh, Principal Product Manager at Microsoft
“Amplitude - Product companies will start to focus even more on the

consumer behavior and their problems. Amplitude will help these companies
in the product analytics to turn user data into meaningful insights.”
Shivam Jangra, Product Growth Specialist
“I’m currently really interested in data integration and best practices for
data processing. Especially ETL vs ELT. And Traditional vs Cloud. Since every
application is essentially a data application now, data integration tools are
critical for manipulating all that raw data you collect daily.”
Richard Juknavorian, Chief Product Officer RevenueWell
126
“Sometimes simplicity can be the greatest asset. As a digital health product

strategist and product manager, I have been using SnagIt by Techsmith
virtually every day for the last 15 years. It’s my “Swiss Army Knife” for screen &
video capture, annotations and quick mock-ups. The scroll capture feature for
documenting drop-down lists or long webpage content is a great time-saver.”
Rafael M Lopes, Fractional Digital Health Strategist & Senior Product Manager
“ChatGPT is here to stay. In terms of product tools I think Miro will become
ubiquitous and part of every PM’s toolkit.”
Namrata Sarmah, Chief Product Officer at INTO University Partnerships
As businesses strive for increased productivity and cost efficiency, AI-powered

productivity tools, chatbots, automated content creation tools, natural language
processing, and composable architecture are expected to be the hottest
and most sought-after PLG topics and tools in 2023. These tools can help
automate mundane tasks, reduce customer wait time, create content quickly,
and understand customer feedback, among many other benefits. AI-powered
productivity tools are expected to be one of the hottest PLG tools in 2023, as they
will help businesses automate mundane tasks, increase productivity and reduce
costs. AI tools can help with tasks such as data analysis, customer relationship
management, marketing automation and more.”
Marko Joensuu, Principal Consultant at Sofokus
127
“Product Managers need to engage with a A LOT of various people such as

customers, different departments and stakeholders. Being able to keep up with
a crazy calendar and never ending to-do list is critical for your productivity.
Amie after a raising $7m in 2022 is looking to make big moves in 2023 as a
go-to productivity tool and it looks fantastic so far, especially from a stunning
UI/UX perspective. Dennis Müller (ex-Product Manager at N26) has really pored
his heart and soul into making a great product that is core to problems he has
dealt previously as a PM.”
Kevin Dunne, Product Manager at ENSEK
“I think with the rise in popularity of companies exploring the “product-led”

business model, there will be a spike in attention around the following tools...
Product usage analytics software
Customer insights and voice-of-the-customer (VOC) platforms
Product roadmapping tools
“As the departments and teams outside of Product Management become

more invested in the centralized role of the product in their company, more
stakeholders will want access to a deeper understanding of how customers
are using the product, what customers are saying, and where the investments/
improvements are going to occur to drive the most impact (and to understand
how their team’s are affected).”
Joshua McLaughlin, Senior Product Manager / Product Ops
128
“The first is data - the wealth of data at our fingertips about our product usage
in the hands of customers is mesmerising, yet many organisations are not
making full use of it to drive their products forwards in a logical, repeatable,
reliable way. So here, products like Pendo are tools of choice to be gathering
usage insights, from page views, tool clicks and workflow drop-offs to directly
influence tactical changes, as we as inform on strategic direction.
“The second is good-old-fashioned information management. Whether this

be task management, knowledge management, communication - being
able to efficiently communicate the right knowledge to the right audience at
the right time is more important than ever. Having ALL the knowledge is no
longer key, having the information I need right when I need it, on demand and
personalised, is very 2023. I have been working with an early-stage startup
called HeyVelma that focuses on communication and data workflows to
support ProdOps functions that looks to be a ‘one to watch’ for 2023. But as for
established tools, I would be looking at ClickUp as an information hub - where I
can both manage my tasks how I need to see them, share specific information
with others inside and outside the organisation, and use a great deal of
integrations and automations to make my life very efficient and very easy.”
Graham Reed, Head of Product Operations at Cobalt
129
“Pendo is one of the best tools for PLG. With Pendo, teams are able to see
which of their product features customers are using and how often, as well as
the features they're ignoring entirely. Pendo also has tools to create and send
feedback surveys in-app. With highly customizable surveys, customers are able
to provide feedback without leaving the product.
The whole premise of PLG is for the product to be the driving force for a
company. Even Sales, Customer Success, and Support teams can utilize Pendo.
For example, teams can create in-app guides for onboarding, saving Customer
Success time and money.
Sales can create pop-ups that allow customers to schedule calls, creating
product-qualified leads which are more likely to lead to closed deals. One of
my favorite things about Pendo is how many applications they integrate with.
These integrations can save companies time by helping to schedule customer
calls or updating a product roadmap in real time. Pendo is phenomenal at
enabling teams to focus on what's most important.”
Gabby Peralta, Product Operations Manager
130
“What will be even more important over the coming year or two, are the tools
that help bring all of the various elements of PLG together. The most critical part
of PLG is the user experience but as companies bring on new tools to support
their PLG transformation, the user experience and journey become diluted and
frankly, a little hard to understand. The tools that can help bring these journeys
front and center, and give visibility to the full PLG experience, are going to take
off in this new wave.”
Anand Patel, Director of Product Marketing at Appcues
“I think some of the tried and true tools will still be of utmost importance like:
Session recording software (i.e. FullStory and HotJar)
“Usage Analytics (i.e. Mixpanel and Amplitude)
But with the rise of ChatGPT, I think you could see a resurgence in smarter
chatbot or AI assistants to help in-product.
“And I think NoCode tools like Bubble will continue to gain traction among
non-technical founders to prove out MVPs and we'll see more PLG products
being brought to market at a rate unseen before. This is especially true in the
global economic climate where so many have lost jobs and are opting for
entrepreneurship or hedging their bets by having something on the side.”
John Fontenot, Director of Product Management at Lendio
131
PLA Tools of Choice Report Conclusion
Conclusion
So, what's your stack?
Just like 2022 there’s plenty of amazing tools out there that made it into the directory, and this report is
just the tip of the iceberg.
Product professionals have an abundance of choice when it comes to building their perfect tech stack,
and there’s now more options than ever to collaborate, plan, analyze and execute on product strategy
and more using the very best tools available.
As a product pro and with so many options at your disposal, you’re sure to find the one that meets the
specific needs of your team and/or business.
While this list will never be complete due to the sheer volume of tools out there (plus the many more
appearing on the market every day), it still helps you to start building your own library. We’re already
looking forward to seeing whether our respondents’ 2023 predictions will come true, or whether next
year’s edition of this report will showcase different tools than expected.
But this ultimate directory for 2023 will be here to serve as a go-to-guide to know which tools and
platforms can deliver for you, and which are worthy of keeping your eyes on in the coming months.
132
PLA Tools of Choice Report Get involved
Get involved
A huge thank you to all those that took part in the survey, and we look forward to seeing what the future
holds for the tools enabling PLG.
If you want to get involved with the discussion, you can join our growing slack community, and sign up
for a PLA membership plan.
133
PLA Tools of Choice Report Contributors
Contributors
A special thank you
Adam Bennett
Senior Copywriter at Product-Led Alliance
Adam is our senior copywriter here at PLA and has a passion for producing
rich, stylish and captivating content. If you see specific topics you’d like us to
cover, or another report you’d like to see published, get in touch. He’s always
open to new ideas and feedback.
Rebecca Boucher
Community Director at PLA
Rebecca is the Community Director at The Alliance. She fully understands
the importance of community through fostering engagement and
providing value and seeks to achieve growth in all that she does with the
utmost efficiency.
Jon Sayer
Graphic Designer
Jon is our graphic designer and looks at all our design requirements. He’s
responsible for the layout and visual elements in this report and is always
happy to hear your thoughts!
134
PLA Tools of Choice Report
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PLA TOOLS OF

Tools of Choice Report

The PLA Tools of Choice Report includes:

• An overview of each tool,

No time wasters. No imitations. You can quote us on that. 😎

Finding the right product roadmapping tools is essential. Thankfully, there

Let’s dive in...

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