Buying software for your business can be confusing due to the wealth of choices in nearly every category, from accounting to email marketing to customer relationship management (CRM). Some categories of software are horizontal, that is they are applicable to nearly all businesses, others have a vertical focus that makes them suitable for certain industries but not all businesses. Word processing or email, for instance, have comparable features which appeal to a broad group of customers.
Sales, accounting and marketing software are often customized for vertical industries, or for the size of your company. QuickBooks is a leader for small businesses because it is affordable and easy to learn, but you would not expect it to be used by multi-national corporations, large manufacturers or national retailers. An industrial-strength software package such as SAP might make sense for an automobile manufacturer, but probably not for a carwash.
Marketing software has similar specialization. The way that you engage customers is quite different in consumer markets than business-to-business markets. Would your customers like to learn more about your complex product or service through videos or webinars? What message medium is best for your prospects? Emails? Social media?
Even the social media marketing approach is driven by your industry. In reaching buyers for software services to business or government, I will not rely on Facebook even if it works for my neighborhood restaurant.
One of the best source of recommendations is from your peers (who may also be your competitors). Find out that is working for them to help narrow your search.