Finding software can be overwhelming. Software Advice has helped hundreds of organizations find an integrated marketing platform to effectively launch and measure multi-channel campaigns.

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Benchmark Email

Benchmark Email is a cloud-based email marketing platform. It offers email templates for different occasions and events. It helps users manage email campaigns. It provides Email signup forms on website, blog and social media to in... Read more

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Recent recommendations: 8 recommendations

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HubSpot Marketing Hub

HubSpot is a leading growth platform. Over 52,000 total customers in more than 100 countries use HubSpot’s award-winning software, services, and support to transform the way they attract, engage, and delight customers. Marketing H... Read more

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Recent recommendations: 4 recommendations

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Act-On

Act-On is a complete CRM solution that incorporates marketing integration with online social media monitoring and analytics, as well as comprehensive webinar and event planning to boost online participation and customer loyalty.... Read more

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Recent recommendations: 4 recommendations

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VBOUT

VBOUT is a marketing automation solution that helps small to midsized businesses manage leads and marketing tasks. As a comprehensive solution, it is designed to help businesses save time and increase efficiency. The platform incl... Read more

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Recent recommendations: 4 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

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Recent recommendations: 4 recommendations

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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

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Recent recommendations: 3 recommendations

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SharpSpring

SharpSpring is an intuitive cloud-based program that helps sales teams identify and track active leads in their pipeline through customizable drip email campaigns and integrated forms.... Read more

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Recent recommendations: 2 recommendations

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Akero

Designed and developed exclusively for student-specialist marketers and recruiters, Akero helps you improve marketing performance and increase student enrollments. It’s an easy-to-use, subscription-based platform that sits as an e... Read more

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Recent recommendations: 1 recommendations

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ActiveDEMAND

JumpDEMAND's ActiveDEMAND is a cloud-based integrated marketing program designed and built for marketing agencies to help their clients create and manage leads throughout their sales pipeline.... Read more

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Recent recommendations: 1 recommendations

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Mailchimp

Mailchimp is a web-based email marketing service with millions of users worldwide. The application allows users to share newsletters on various social networks and track customer engagements. The application provides tools to crea... Read more

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Wrike

Wrike is a cloud-based project management platform for teams of 20+ that is suitable for both large enterprises and SMBs. It supports remote work for various teams. This solution comes with Gantt charts, calendars, workload view f... Read more

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Semrush

Semrush is a leading online visibility management software-as-a-service platform. With over 50 products, tools and add-ons across online visibility management, including tools for search, content, social media and market research... Read more

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Marketing 360

Marketing 360 is a cloud-based marketing platform suited for entrepreneurs as well as small and midsize businesses. This solution allows organizations to run social media advertising campaigns, conduct search engine optimization (... Read more

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Adilo

Adilo is a cloud-based video hosting platform, which assists small businesses with SD, HD, HDR and 4K video streaming, video creation and content security. Features include AI-generated captions, auto-tagging, split testing, ad pi... Read more

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Marketo Engage

Founded in 2006, Marketo was developed for the B2B marketer and is the most rapidly-growing solution on the market. ... Read more

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Really Simple Systems CRM

Really Simple Systems is an easy to use cloud CRM system designed for small and mid-sized organizations, yet also perfect for larger teams. There’s a customizable Sales CRM, plus options for Marketing and Service tools and integra... Read more

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GetResponse

GetResponse is a cloud-based marketing tool that allows users to connect with their customers through email and create landing pages. It caters primarily to small businesses, bloggers and marketing agencies. GetResponse provi... Read more

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SOCi

SOCi is a cloud-based marketing solution that enables businesses to streamline processes related to campaign advertisements, online reputation, content management, customer engagement, and more. Professionals can utilize the platf... Read more

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eClincher

eClincher is a cloud-based social media management tool that helps businesses manage social-media accounts and marketing activities. eClincher lets users manage social-media profiles in one place for brand awareness, publishing, e... Read more

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Solutionreach

Solutionreach is a cloud-based dental practice management system designed for small, midsize and large offices and specialties. Primary features include appointment scheduling, patient access, reminders, patient education and prac... Read more

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Buyers guide

In today’s world of marketing, the old saying "be where your customers are" is taking on a whole new meaning. Consumers are constantly swarmed with advertisements or content about products all day through social media, television, email, and more. Cutting through the noise to deliver your message requires a powerful set of tools.

For many companies, a standalone marketing system for a single channel is all they need or can afford, but all-in-one marketing platforms are growing in popularity to give even small businesses affordable, valuable software to manage every marketing channel.

This guide will offer details on these comprehensive marketing suites. We’ll cover:

What is an all-in-one marketing platform?

An all-in-one marketing platform is a suite of software tools designed to manage every aspect of an organization’s marketing efforts. They help to manage and automate the customer data, marketing materials, workflows, and analytics for multiple methods of connecting with existing and potential customers—from email newsletters to strategic social media campaigns.

When all of these features are contained in a single system, it’s much easier to gather data and analyze it for useful trends. Marketing professionals can quickly generate reports on important metrics, such as email open rates, online engagement, or conversions, then arrange customer data into demographic segments for a more personalized approach.

The dashboard in HubSpot Marketing Hub offers an overview of every campaign


Common features of an all-in-one marketing platform

The functionality that is included in an all-in-one marketing platform combines the value of multiple features users commonly find in standalone products. With a comprehensive suite, you’ll find many of the following features:

Marketing automation Automate much of the marketing process, from crafting campaigns to tracking their success and analyzing results for continuous improvement.
CRM Track and manage demographics, preferences, and behavior for customers.
Social media marketing Create workflows and materials for a marketing campaign on social media platforms such as Twitter, Facebook, Instagram, or other online locations.
SEO Manage the SEO aspects of marketing materials to find the most effective keywords and formats for easy searching.
Content management system (CMS) Store and manage marketing materials and other important documents for use in planning and launching campaigns.
Email marketing Capture emails from customers and create drip or mass email campaigns, then track the open and conversion rates.
SMS marketing Craft marketing copy and offers, then deliver to customers through texts on their mobile devices.
Mobile marketing Manage the experience for customers who engage with your content on a mobile device.
Ecommerce Incorporate a shopping cart and point-of-sale functionality in a website for customers who reach the site after engaging with a marketing campaign.
Analytics and business intelligence Analyze marketing data and generate reports to share the success of a campaign.

What type of buyer are you?

The holistic capabilities of an all-in-one marketing platform is compelling for many types of organizations, but may be more suited for a particular type of business.

Solo entrepreneurs who manage their own marketing: For those just getting a business off the ground, an all-in-one marketing system can offer great functionality for today and well into the future. However, the cost of adopting a comprehensive suite packed with all of the bells and whistles is likely much more than is needed.

Small businesses with limited resources: Many small businesses need basic assistance with marketing initiatives, but may also want to support their growth with more advanced marketing techniques. These buyers must carefully evaluate the all-in-one marketing platforms available to understand which offers the most functionality with a reasonable subscription cost.

If none of the suite options match their budget, the better option is to determine which marketing methods are critical now, and adopt a standalone system for each marketing channel.

Large enterprises with a team of marketers: Larger, more sophisticated marketing teams may also use an integrated marketing suite, but it’s more common for them to leverage specialized best-of-breed tools and create custom integrations. This approach is costly and time-consuming, but provides enterprises with the best individual marketing tools that are integrated like an all-in-one system.

Benefits and potential issues

Keep in mind that integrated marketing suites offer a wealth of functionality benefits, but the return on investment (ROI) can vary depending on which methods of marketing a company plans to use, and how large and complex the campaigns will be. Below are more details about the benefits and potential issues:

  • Seamless data sharing among tools: The most significant advantage of an all-in-one marketing system is the ability to easily share data from one feature to another, expanding the user’s viewpoint to see how each action can impact the entire campaign. For example, companies can share data about sales with marketers to inform the target audience for a social media campaign.
  • Integrated suites can be more affordable: For launching small-scale marketing campaigns using multiple formats, an integrated suite can be an affordable option. The power and capabilities of each feature in a suite will indicate the cost, so smaller businesses that don’t need cutting-edge functionality should carefully compare features to the total cost of ownership.

Market trends to understand

  • Personalization drives modern B2C campaigns: Consumers are increasingly dividing their time among several productivity and entertainment experiences throughout the day, instead of simply turning on the television—as a result, U.S. companies spent more than $20 billion more on digital marketing than TV ads in 2019, according to Gartner research. Marketers are using more personalized content to grab attention online, which requires marketing software that can both capture user data and target segmented groups of valuable customers.
  • Account-based marketing (ABM) changes B2B in 2020: Business-to-business (B2B) marketers reaching out to a wide audience are starting to see less impact, and a more focused account-based marketing style is fueling more than 70% of the campaigns for midsize to large companies by the end of 2020. An all-in-one system provides the data necessary to craft highly-customized materials used for this marketing method.