1.) Nothing related to marketing is free. There are always costs associated with a function, effort, tactic, etc. It's called time. What's the value of your time?
2.) Have you defined who your target audience is? Have you identified where and how they get and consume their decision making media? The answers to those questions will help you identify what channels and tools you need and should use to reach them.
3.) Define what you mean by tools. Are you talking about SaaS or desktop software, such as email marketing, marketing automation,etc., or are talking marketing channels like public relations, direct marketing, trade schools, business networking, and alike?
There are a lot of web-based programs that have a free service level depending on specific use, and list size among others.
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