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Salesforce Marketing Cloud
Salesforce Marketing Cloud
Audience Studio is a data management platform (DMP) designed to help businesses deliver personalized marketing experiences by capturing and storing data signals from multiple sources. Advertisers can utilize machine learning techn...Read more about Salesforce Marketing Cloud
Leadify
Leadify
Leadify is an enterprise-level SMS and Email marketing automation platform. The system specialises in optimising financial service lead generation marketing efforts, in the South African context. Leadify has processed over four b...Read more about Leadify
Zoho CRM
Zoho CRM
Zoho CRM is a cloud-based business management platform that caters to businesses of all sizes. It offers sales and marketing automation tools with helpdesk, analytics and customer support functions. Zoho CRM helps users respo...Read more about Zoho CRM
GreenRope
GreenRope
GreenRope is a customer relationship management (CRM) solution best suited for small business owners in all industries looking to consolidate their email marketing, social media, sales, event and project management into a single c...Read more about GreenRope
Envoke
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
SproutLoud
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
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
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
Creatopy
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
BenchmarkONE
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
Keap
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
LeadMaster
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
Act-On
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
Experiture
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
Marketo Engage
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
Lead Gen & CRM (formerly SharpSpring)
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)
eTrigue DemandCenter
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
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
Net-Results
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
Salesforce Marketing Cloud Account Engagement
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: November 21, 2023Marketing automation is a very active segment of the CRM software market. Not only are new vendors entering the market, but existing market leaders are constantly innovating and delivering new product updates. Today, the majority of solutions can be split into business to business (B2B) and business to consumer (B2C) solutions. The two groupings are very different and so are their functional needs.
Businesses that sell to other businesses (B2B) firms have longer sales cycles and engage in more relationship building activities. Businesses that sell to consumers (B2C) rely more on brand and high-volume direct outreach efforts. This overview aims to improve understanding of how marketing software applications work and provide an update on trends every buyer should know.
Here’s what we’ll cover:
What Is Marketing Automation Software?
What Is Marketing Automation Software?
Henry Procter is credited with saying, “I know I waste half of my advertising dollars. I just wish that I knew which half.” This is precisely the question that this software answers. It assists firms in developing, executing and tracking campaigns. Media buying and planning applications help with planning advertising campaigns involving traditional and digital media. Managers use these systems to automate workflows, manage collateral, track prospect behavior and qualify leads before they are passed to sales.
B2B systems have sophisticated lead generation and lead management capabilities. For example, lead scoring functions score leads based on:
Demographics
Geography
Industry
Size
Behavior
Website activity
Responses to campaigns
The resulting scores ensure that the sales department only receives qualified leads that are close to making a purchase. For leads that are not ready to buy, marketing tracking software provides campaign management, which helps marketers to foster the relationship through techniques such as drip and “stay in touch” campaigns.
B2C systems tend to manage vast databases of customer data—often millions of records. These systems have sophisticated tools for analyzing and segmenting customers into different categories of buyers. Markets can then execute specific campaigns, or “treatments” for each segment. Campaigns are typically designed to elicit a direct response, such as returning to a website to make a purchase. Alternatively, campaigns may feed a target prospect list into a call center systems for telesales outreach.
MA software also provides companies with advanced reporting and analytics tools to measure the performance of initiatives. This allows managers to see which campaigns and channels are driving leads, along with the costs and revenue of those initiatives. In the end, this helps organizations decide how to better allocate resources.
What Type of Buyer Are You?
We believe that most buyers segment into the following four categories:
B2C enterprise buyer. These buyers work for firms that market to consumers. With millions of prospects and huge volumes of data, they need sophisticated analytics and segmentation tools to define, select and reach members of their target markets.
B2B enterprise buyer. These buyers work for firms that market to other businesses, and engage in longer sales cycles. They are primarily seeking capabilities that help them nurture relationships with prospects. Lead nurturing, lead scoring, sales force automation (SFA) and sales coordination and enablement tools are all critical for optimal performance.
CRM suite buyer. These buyers have less sophisticated requirements, but value integration with their other customer relationship management (CRM) programs. They are typically content to trade feature depth for native integration with CRM, SFA and other applications.
Email emphasis buyer. These buyers work for small businesses that want to engage in more sophisticated email outreach, but are not ready to deploy enterprise-class MA. Marketing campaign management software buyers are primarily focused on managing a database of contacts and executing regular email campaigns.
Benefits and Potential Issues
Buyers who successfully implement a MA system should expect to realize the following benefits:
Identify and qualify more leads. MA allows firms to better target potential customers, quickly qualify leads, and send them to the appropriate sales rep.
Improved sales coordination. MA helps firms better coordinate inter-team activity. For example, a firm can promote a single product and track the effectiveness by looking at the number of qualified leads generated and comparing that to the number of leads converted to sales.
More effective campaigns. MA lets firms measure their campaigns and adjust those campaigns based on what they learn.
Decrease costs. The savings per dollar shows up in several ways. Two of the most important are number of the employees in the department and the dollars spent on outside support.
Issues with MA software often results from unrealistic expectations and poor implementations. For example, this software cannot make a bad service or product into a good service or product. If the collateral is bad or misses the point, MA will simply deliver a bad message more efficiently. Finally, if the wrong target market is selected, effective delivery to that target market will not help the bottom line.
Market Trends to Understand
There are a number of market trends that buyers should understand, including:
Software as a Service (SaaS). In the MA market, SaaS is less of a trend than it is the dominant model for deploying software. Buyers will find that the majority of solutions—with the exception of some high-end B2C solutions—are delivered through the online marketing software model where the system is hosted by the software vendor and accessed over the Internet by user. A benefit of Web-based email marketing software is increased accessibility. They can be accessed on multiple devices and from any operating system, whether you're a Mac or PC. Interested in learning more about email marketing software? Check out our catalogue and buyers' guide specific to this category here.
Social media. Social networking gives managers a new channel. Firms tweet coupons to customers and post special offers to friends on Facebook. Advertising videos are successful if they go viral on YouTube. MA is embracing all of this. Social networking integration will drive the next generation of MA.
Use of two-dimensional barcodes. Two-dimensional (2D) bar codes are seen more and more often on print ads, bill boards, bus stop benches and even as tattoos. Customers can use smart phones as code readers to get information about a product or service immediately on their mobile browser. Current solutions can use 2D bar codes with third-party solutions, but new versions will have built in support.
MA vendor consolidation. Large ERP and CRM vendors will acquire some firms, while some niche providers will combine to remain competitive. IBM and Terradata both made significant acquisitions by picking up Unica and Aprimo, respectively. Oracle purchased the assets of Market2Lead. Buyers should expect to see more M&A activity going forward.
The Vendor Landscape
This type of buyer... | Should evaluate these systems |
B2C enterprise buyer | Aprimo (Terradata), Unica (IBM) |
B2B enterprise buyer | Eloqua, InfusionSoft, Marketo, Manticore, Pardot, Genoo |
CRM suite buyer | Oracle CRM, SAP, Salesforce.com, Microsoft Dynamics CRM |
Email emphasis buyer | Alsamarketing, Constant Contact, InfusionSoft, Vertical Response |
To see additional reviews and comparisons, visit MA Software Guide.