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Envoke

Envoke is built for communications professionals whose mandate is to communicate with stakeholders without risking their organizations' reputation. Unlike marketing software that is used to generate leads and sell to them, Envok...Read more about Envoke

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SproutLoud

SproutLoud is a cloud-based brand management solution designed for medium and large size enterprise customers. It offers asset management, approval and search functionalities within a suite. SproutLoud brand management is a p...Read more about SproutLoud

Jumplead

Jumplead is a cloud-based marketing automation solution that assists marketers in email marketing, creating landing pages, contact management and lead management. This solution is suited for small and midsize businesses (SMBs). ...Read more about Jumplead

Oktopost

Oktopost enables B2B marketing teams to amplify their brand on social media and measure the real impact of social on the business. Oktopost's social media management, social listening, and employee advocacy solutions are built for...Read more about Oktopost

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Creatopy

Creatopy is an intuitive visual production platform, delivering a well-crafted creative experience for communicators and teams. Featuring advanced automation and customization capabilities, along with an ever-growing library ...Read more about Creatopy

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Blitz

Blitz is a cloud-based customer relationship management (CRM) solution that caters to small and midsize businesses and helps them to manage their interactions with existing and potential customers. It can be tailored to suit busin...Read more about Blitz

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PlanPlus Online

PlanPlus Online uses the Franklin Covey business planning methodology to help organizations and professionals in real estate, insurance and finance sectors manage both time and customers. The system provides an all-in-one sol...Read more about PlanPlus Online

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BenchmarkONE

BenchmarkONE (formerly Hatchbuck) is a sales and marketing solution designed for small to midsize businesses. The integrated solution offers combined sales automation, marketing automation and email marketing features. BenchmarkON...Read more about BenchmarkONE

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Keap

Keap (formerly Infusionsoft) is a cloud-based sales and marketing solution that offers customer relationship management (CRM), marketing automation, and e-commerce functionalities in one suite. Keap helps small businesses across v...Read more about Keap

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LeadMaster

LeadMaster is a SaaS-based all-in-one lead management solution that offers capabilities to capture, track and follow up with leads. The solution comprises of integrated modules for sales force automation, customer relationship man...Read more about LeadMaster

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OptifiNow

Elevate your business with OptifiNow—the all-in-one CRM built for mortgage lending. Tailored for retail, consumer direct, wholesale, and correspondent channels, our platform boasts robust LOS integrations, integrated email/SMS mar...Read more about OptifiNow

4.8 (5 reviews)

Workbooks

Workbooks offers growing companies a SaaS platform to run their business and engage with their customers – at an affordable price. Workbooks designs, develops and implements its own software, which is targeted specifically at mid-...Read more about Workbooks

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Act-On

Established in 2008, Act-On is a comprehensive marketing automation tool designed to offer a complete suite of applications, including email marketing, website visitor tracking, lead management, social media management, reporting ...Read more about Act-On

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Experiture

Experiture is an integrated hybrid marketing automation and customer engagement solution that caters to small and midsize businesses across various industry verticals and helps them to create and manage marketing programs across e...Read more about Experiture

5.0 (2 reviews)

Marketo Engage

Adobe Marketo Engage is as a centralized marketing hub for orchestration and execution of cross channel campaigns to acquire, engage, nurture, expand and retain customers, throughout complex buying journeys. Marketo Engage facilit...Read more about Marketo Engage

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Lead Gen & CRM (formerly SharpSpring)

At Constant Contact, we deliver for small businesses with powerful tools to simplify and amplify digital marketing. Constant Contact Lead Gen & CRM (formerly SharpSpring) is a marketing and sales platform developed to help busines...Read more about Lead Gen & CRM (formerly SharpSpring)

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eTrigue DemandCenter

eTrigue is a technology-enabled marketing services and software provider for demand generation operations. eTrigue's marketing-as-a-service (MaaS) provides professional engagement and campaign development solutions designed to cre...Read more about eTrigue DemandCenter

ActiveDEMAND

ActiveDEMAND is a cloud-based marketing automation solution that caters to marketing agencies and helps them to create and manage their marketing campaigns. The solution includes marketing automation functionalities for small busi...Read more about ActiveDEMAND

4.2 (79 reviews)

1 recommendations

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Net-Results

Net-Results is a cloud-based marketing automation solution for small, midsize and large businesses. Primary features include lead management, lead scoring, marketing list management, email builder, social media management, insight...Read more about Net-Results

4.6 (33 reviews)

3 recommendations

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Salesforce Marketing Cloud Account Engagement

Pardot, a Salesforce company, is designed for organizations that primarily focus on business-to-business (B2B) sales and marketing automation. This email marketing system offers automated support for the longer timespan and multi-...Read more about Salesforce Marketing Cloud Account Engagement

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Buyers Guide

Last Updated: March 16, 2023

The marketing technology landscape is growing and diversifying. As more consumers go online to look for information and research products, more marketers are focusing on digital strategies. Over the years, new categories of marketing software have emerged to support this shift.

Today, there are a plethora of software options to help marketers manage and optimize digital campaigns. In fact, some experts estimate the greater marketing technology landscape now has close to 2,000 vendors across nearly 50 categories. If you’re new to marketing software, this breadth of options can feel daunting.

This guide will help you understand your many options and make an informed purchase decision. Here’s what we’ll cover:

(#what is)

A Comparison of Top Marketing Solutions

Common Features of Marketing Software?

What Type of Buyer Are You?

Key Considerations

What Is Marketing Software?

In general, marketing software helps organizations perform the following functions:

  • Attract new customers and visitors 

  • Turn customers into leads that can be nurtured through the sales funnel

  • Deliver marketing and promotional materials (e.g., via email marketing, social media, etc.)

  • Surface insights about customers to improve marketing efforts

  • Automate time-consuming, repetitive manual tasks

Reporting-dashboard-screenshot-in-Pardot

Reporting dashboard screenshot in Pardot

While some products are sold as “best-of-breed” systems (i.e., they offer a single marketing application), others are sold as “marketing clouds” or “integrated suites” (they house multiple marketing applications all in one place).

Whether a business should choose a suite or a best-of-breed solution depends on the range of functionality needed. Marketing suites are generally more expensive, but allow users to do more without having to integrate products from multiple vendors.

Best-of-breed solutions tend to be more affordable, and are best for companies that want to focus more heavily on specific applications—or that want to build their own suite of marketing tools.

A Comparison of Top Marketing Solutions

There are many popular marketing solutions on the market, and it can be hard to know what distinguishes one product from another and which is right for you. To help you better understand how the top marketing systems stack up against one another, we created a series of side-by-side product comparison pages that break down the details of what each solution offers in terms of pricing, applications, ease of use, support and more:

Top Act-On Comparisons

Top AWeber Comparisons

Top Constant Contact Comparisons

Act-On vs. HubSpot Act-On vs. Marketo Act-On vs. Pardot

AWeber vs. Constant Contact AWeber vs. MailChimp

AWeber vs. Constant Contact

Top Oracle CX Marketing Comparisons

Top HubSpot Comparisons

Top MailChimp Comparisons

Oracle CX Marketing vs Pardot

Act-On vs. Hubspot

AWeber vs. MailChimp

Top Marketo Comparisons

Top Pardot Comparisons

 

Act-On vs. Marketo

Act-On vs. Pardot Oracle CX Marketing vs Pardot

Common Features of Marketing Software

Below is a list of common types of marketing applications that may be available either on their own, or bundled as part of a marketing suite:

Marketing automation

Used for developing, executing and tracking marketing campaigns. Automates workflows, tracks prospect behavior and qualifies leads.

Lead generation

Automates the capture, segmentation and assignment of leads to improve targeted marketing communications and shorten sales cycles.

Lead management

Automates the movement and tracking of leads through the life cycle from acquisition to conversion.

Email marketing

Used to create, send and track email campaigns and autoresponders.

Social media management

Provides the means for users to create, launch and administer social campaigns and promotions. Manages creative assets on social media platforms.

Social media monitoring

Identifies words used in association with brands, and locates where on social media platforms these conversations are occurring.

Social media analytics

Measures campaign performance and impact, and tracks a brand’s share of voice across social channels to determine how effective social media efforts are.

Mobile marketing

Handles the routing, management and delivery of SMS messages.

Marketing resource management

Manages marketing projects, digital assets, workflows, budgets and approval processes across teams, departments or agencies.

Marketing analytics

Measures marketing activities across multiple online and offline channels to get a view of those channels’ return on investment (ROI).

Content marketing

Helps manage the distribution of content across the Web. Creates, deploys, manages and stores content on Web pages.

Search marketing

Helps businesses generate traffic by providing information or advice to improve marketing content so it’s optimized for search engines.

What Type of Buyer Are You?

Before making a purchase, companies should evaluate their marketing strategies to determine how to choose software that supports overall business objectives.

Outbound marketing.

Outbound marketing is when a marketer contacts prospects, hoping for engagement. Tactics can include advertising on search engines, paying website publishers to post your ads or sending emails to lists of leads. Businesses that primarily want to reach out to customers in these ways should look for applications that offer email and/or mobile marketing functionality. Most marketing automation platforms include outbound email marketing capabilities. You could also consider lead generation and lead management solutions.

Inbound marketing.

Inbound marketing gets buyers to find you. This is done by providing interesting, helpful content on websites, blogs or social media that engages buyers. Businesses using inbound marketing tactics should look for software that helps optimize marketing content for Web search (so that buyers can easily find it) and provides lead nurturing functionality—for example, inbound marketing automation, content marketing or search marketing applications.

Social media marketing.

If you use (or plan to use) social media channels to connect with customers, consider applications that monitor social media conversations, track the results of social media marketing activities and allow you to measure the results of these campaigns. While social media marketing functionality is sometimes included in marketing automation platforms, many vendors also offer this as a best-of-breed solution.

Planning and measurement focus.

Marketers that want to measure the ROI of marketing projects should look for software that provides detailed analytics. While this functionality is often included in other types of marketing software, you may want to consider the in-depth reporting tools offered by best-of-breed marketing analytics and social media analytics software. Additionally, businesses that need help planning and executing marketing campaigns can consider marketing resource management software.

It's important to note that marketing functionality can also be incorporated into suites outside of the typical marketing software industry. For example, leading event management software often includes some element of marketing, such as tools for creating customizable websites, email marketing and push messaging campaigns. These are described in more detail here.

Key Considerations

To further narrow things down, here are two key factors to keep in mind as you evaluate marketing products:

Prioritize the applications you use most often

Avoid purchasing systems with bells and whistles that don’t support your business processes. However, do consider any applications, features and functionality that you will need in the future, even if you’re not quite ready to use them today.

Make sure your new system supports necessary integrations.

When comparing options, you’ll want to know whether—and how well—a given marketing system will synchronize with your existing data and tools. For example, you may want to consider marketing software that offers native CRM integration. If you plan to access the system while on the go (via mobile phones or tablets), consider a system with a native mobile app. If you’re building your own marketing technology stack, be sure to check that the systems you combine will work together seamlessly. You may also want to look for vendors that offer integration support and services.