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Campaign Monitor is a cloud-based email marketing solution that helps businesses manage new subscriptions, send email newsletters and generate reports. It caters to businesses of all sizes across various industry verticals. The solution... Read More
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Campaign Monitor is a cloud-based email marketing solution that helps businesses manage new subscriptions, send email newsletters and generate reports. It caters to businesses of all sizes across various industry verticals. The solution... Read More
 
 
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. Hatchbuck is a good fit for a wide range... Read More
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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. Hatchbuck is a good fit for a wide range... Read More
 
 
Delivra is a cloud-based marketing platform designed for companies looking to manage automated email marketing campaigns. It’s suited for small to midsize organizations in a variety of industries, such as education, healthcare, real... Read More
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Delivra is a cloud-based marketing platform designed for companies looking to manage automated email marketing campaigns. It’s suited for small to midsize organizations in a variety of industries, such as education, healthcare, real... Read More
 
 
Reply is a cloud-based lead generation, contact management and email automation tool suitable for businesses of any size. The solution can be used for outbound and inbound sales, human resources and recruiting, business development,... Read More
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Reply is a cloud-based lead generation, contact management and email automation tool suitable for businesses of any size. The solution can be used for outbound and inbound sales, human resources and recruiting, business development,... Read More
 
 
EZ Texting is a cloud-based text marketing solution that caters to businesses across various industry verticals and helps them to communicate and share promotional material and alerts with their contacts via SMS messages. Key features... Read More
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EZ Texting is a cloud-based text marketing solution that caters to businesses across various industry verticals and helps them to communicate and share promotional material and alerts with their contacts via SMS messages. Key features... Read More

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ActiveTrail is a cloud-based email marketing and newsletter solution suitable for small and midsize marketing agencies. Key features include marketing automation, landing page builder, SMS marketing, online surveys and third-party... Read More
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ActiveTrail is a cloud-based email marketing and newsletter solution suitable for small and midsize marketing agencies. Key features include marketing automation, landing page builder, SMS marketing, online surveys and third-party... Read More
 
 
OutboundEngine is a cloud-based marketing automation solution targeting small and midsize companies. It caters to real estate, insurance, mortgage, financial advisors, automotive, wellness, legal and marketing industries. Primary features... Read More
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OutboundEngine is a cloud-based marketing automation solution targeting small and midsize companies. It caters to real estate, insurance, mortgage, financial advisors, automotive, wellness, legal and marketing industries. Primary features... Read More
 
 
Integrated Marketing Portal (IMP) by Cosmos Communications is a marketing solution serving large companies in industries including accounting, agriculture, education, energy, insurance, manufacturing, non-profit, retail, telecommunications... Read More
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Integrated Marketing Portal (IMP) by Cosmos Communications is a marketing solution serving large companies in industries including accounting, agriculture, education, energy, insurance, manufacturing, non-profit, retail, telecommunications... Read More
 
 
IRIO is a cloud-based mobile marketing solution suitable for businesses of all sizes, and is particularly suited to retail, real estate and agencies. IRIO enables users to send surveys, sweepstakes, promotions, customer service messages... Read More
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IRIO is a cloud-based mobile marketing solution suitable for businesses of all sizes, and is particularly suited to retail, real estate and agencies. IRIO enables users to send surveys, sweepstakes, promotions, customer service messages... Read More
 
 
Hootsuite is a cloud-based reputation management and social-media solution for organizations and businesses to collaboratively carry out campaigns across various social networks such as Google+, LinkedIn, Facebook and Twitter. It lets... Read More
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Hootsuite is a cloud-based reputation management and social-media solution for organizations and businesses to collaboratively carry out campaigns across various social networks such as Google+, LinkedIn, Facebook and Twitter. It lets... Read More

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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 (SEO)... Read More
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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 (SEO)... Read More
 
 
Buffer is a social media management platform for small to midsize businesses that helps users publish content, engage clients and analyze their social media performance. Buffer integrates with Facebook, Instagram, Twitter, LinkedIn,... Read More
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Buffer is a social media management platform for small to midsize businesses that helps users publish content, engage clients and analyze their social media performance. Buffer integrates with Facebook, Instagram, Twitter, LinkedIn,... Read More
 
 
eClincher is a cloud-based social media management tool that helps businesses manage social media accounts and marketing activities. eClincher provides a single interface through which users can manage brand awareness, publishing,... Read More
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eClincher is a cloud-based social media management tool that helps businesses manage social media accounts and marketing activities. eClincher provides a single interface through which users can manage brand awareness, publishing,... Read More
 
 
SocialPilot is a cloud-based social media marketing and analytics solution for businesses of all sizes. It offers calendar management, branding, scheduling, client management and reporting functionalities within a suite. Android and... Read More
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SocialPilot is a cloud-based social media marketing and analytics solution for businesses of all sizes. It offers calendar management, branding, scheduling, client management and reporting functionalities within a suite. Android and... Read More
 
 
SendinBlue is a cloud-based email marketing tool suited for organizations of all sizes. It offers marketing automation, email campaigns, transactional emails and SMS messages functionalities within a suite. SendinBlue allows users... Read More
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SendinBlue is a cloud-based email marketing tool suited for organizations of all sizes. It offers marketing automation, email campaigns, transactional emails and SMS messages functionalities within a suite. SendinBlue allows users... Read More

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Desk.com is a customer support engine for customer service professionals in small and midsize companies. The system integrates with Salesforce and contains reporting features that can help administrators and employees manage customer... Read More
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Desk.com is a customer support engine for customer service professionals in small and midsize companies. The system integrates with Salesforce and contains reporting features that can help administrators and employees manage customer... Read More
 
 
TextMagic is a cloud-based bulk SMS service for small and midsize businesses that is able to send notifications, alerts, reminders and promotion messages via text messages. The web interface allows businesses to upload contact lists... Read More
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TextMagic is a cloud-based bulk SMS service for small and midsize businesses that is able to send notifications, alerts, reminders and promotion messages via text messages. The web interface allows businesses to upload contact lists... Read More
 
 
Yotpo is a cloud-based content marketing platform for e-commerce businesses that enables users to collect user-generated content and use the content to build a brand and manage the customer experience. The integrated solution lets... Read More
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Yotpo is a cloud-based content marketing platform for e-commerce businesses that enables users to collect user-generated content and use the content to build a brand and manage the customer experience. The integrated solution lets... Read More
 
 
Contactability LeadManager is a cloud-based marketing platform that helps companies monitor leads as they move through the sales pipeline and keep track of closed deals. This solution features tools to manage engagement with potential... Read More
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Contactability LeadManager is a cloud-based marketing platform that helps companies monitor leads as they move through the sales pipeline and keep track of closed deals. This solution features tools to manage engagement with potential... Read More
 
 
Leadfeeder is a cloud-based software-as-a-service application that tracks traffic to user websites in order to collect and score potential leads. It is suitable for business of all sizes across all industries. Leadfeeder offers integrations... Read More
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Leadfeeder is a cloud-based software-as-a-service application that tracks traffic to user websites in order to collect and score potential leads. It is suitable for business of all sizes across all industries. Leadfeeder offers integrations... Read More

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SalesNexus is a cloud-based marketing and sales automation suite that includes customer relationship management (CRM) and marketing automation. The solution tracks pertinent sales information such as calls, emails and where the buyer... Read More
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SalesNexus is a cloud-based marketing and sales automation suite that includes customer relationship management (CRM) and marketing automation. The solution tracks pertinent sales information such as calls, emails and where the buyer... Read More
 
 
SE Ranking is a cloud-based search engine optimization (SEO) platform that is suitable for midsize marketing and software companies. It offers keyword position tracking, competitor analysis, backlink monitoring, website audits, social... Read More
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SE Ranking is a cloud-based search engine optimization (SEO) platform that is suitable for midsize marketing and software companies. It offers keyword position tracking, competitor analysis, backlink monitoring, website audits, social... Read More
 
 
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 businesses... Read More
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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 businesses... Read More
 
 
NiceJob is a cloud-based reputation management solution that helps organizations manage reviews, referrals and sales. Key features include emailed review invitations, review reminders, reputation monitoring, website integration, SMS... Read More
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NiceJob is a cloud-based reputation management solution that helps organizations manage reviews, referrals and sales. Key features include emailed review invitations, review reminders, reputation monitoring, website integration, SMS... Read More
 
 
UPshow is a cloud-based marketing and digital signage solution that caters to businesses in industries such as hospitality, fitness, health care and entertainment. Key features include content scheduling, multi-screen support, media... Read More
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UPshow is a cloud-based marketing and digital signage solution that caters to businesses in industries such as hospitality, fitness, health care and entertainment. Key features include content scheduling, multi-screen support, media... Read More

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Oxyleads is a business contact provider that offers tools to build contact lists, generate emails, create email templates and find possible leads. With Oxyleads Prospector tool, a cloud-based lead generation and digital prospecting... Read More
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Oxyleads is a business contact provider that offers tools to build contact lists, generate emails, create email templates and find possible leads. With Oxyleads Prospector tool, a cloud-based lead generation and digital prospecting... Read More
 
 
ContentStudio is an integrated cloud-based social media management and content marketing solution that caters to small to midsize businesses and solo entrepreneurs. Key features include automated publishing, content management, multi-account... Read More
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ContentStudio is an integrated cloud-based social media management and content marketing solution that caters to small to midsize businesses and solo entrepreneurs. Key features include automated publishing, content management, multi-account... Read More
 
 
Mad Mimi is a cloud-based email marketing solution designed for small, midsize and large enterprises. It offers email design, list management, tracking and analytics within a suite. Mad Mimi allows users to design email content using... Read More
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Mad Mimi is a cloud-based email marketing solution designed for small, midsize and large enterprises. It offers email design, list management, tracking and analytics within a suite. Mad Mimi allows users to design email content using... Read More
 
 
ReportGarden is a cloud-based marketing analysis tool that offers configurable marketing reports and dashboards for search engine optimization (SEO), pay per click (PPC), marketing analytics, social-media performance and website backlinks.... Read More
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ReportGarden is a cloud-based marketing analysis tool that offers configurable marketing reports and dashboards for search engine optimization (SEO), pay per click (PPC), marketing analytics, social-media performance and website backlinks.... Read More
 
 
Soffront Online CRM is a Customer Relationship Management and Marketing Automation solution for mid-size companies in a wide range of industries such as construction, telecommunications, manufacturing, engineering, and more. Soffront... Read More
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Soffront Online CRM is a Customer Relationship Management and Marketing Automation solution for mid-size companies in a wide range of industries such as construction, telecommunications, manufacturing, engineering, and more. Soffront... Read More

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NapoloenCat is a cloud-based social media marketing platform that offers publishing, conversation tracking, social content management and analytics across platforms such as Facebook, Twitter, Instagram, YouTube, Google+ and Pinterest. Users... Read More
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NapoloenCat is a cloud-based social media marketing platform that offers publishing, conversation tracking, social content management and analytics across platforms such as Facebook, Twitter, Instagram, YouTube, Google+ and Pinterest. Users... Read More
 
 
SendX is an email marketing solution suitable for businesses of all sizes. It features a drag and drop email editor, email automation and analytics tools, Facebook and Google ad management, banner creation and user segmentation.  Email... Read More
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SendX is an email marketing solution suitable for businesses of all sizes. It features a drag and drop email editor, email automation and analytics tools, Facebook and Google ad management, banner creation and user segmentation.  Email... Read More
 
 
Automational is customer relationship management software that caters specifically to small businesses. The system offers marketing automation, email marketing, web visitor tracking, opportunity tracking and prospect scoring, and more. The... Read More
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Automational is customer relationship management software that caters specifically to small businesses. The system offers marketing automation, email marketing, web visitor tracking, opportunity tracking and prospect scoring, and more. The... Read More
 
 
SoAmpli is a cloud-based advocate marketing and sales platform. SoAmpli provides a platform for marketing and social media managers to distribute content to their sales teams and employees. Users can schedule posts of company content... Read More
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SoAmpli is a cloud-based advocate marketing and sales platform. SoAmpli provides a platform for marketing and social media managers to distribute content to their sales teams and employees. Users can schedule posts of company content... Read More
 
 
FirstHive is a cloud-based cross-channel marketing solution designed for small and midsize businesses. It features lead qualification, customer journey management, behavioral segmentation and analytics functionalities within a suite. FirstHive... Read More
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FirstHive is a cloud-based cross-channel marketing solution designed for small and midsize businesses. It features lead qualification, customer journey management, behavioral segmentation and analytics functionalities within a suite. FirstHive... Read More

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Bouncezap is a cloud-based lead generation solution designed for businesses across industries such as marketing, real estate, e-commerce, fashion, travel and more. Key features include campaign segmentation, contextual targeting, behavior... Read More
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Bouncezap is a cloud-based lead generation solution designed for businesses across industries such as marketing, real estate, e-commerce, fashion, travel and more. Key features include campaign segmentation, contextual targeting, behavior... Read More
 
 
Freshmarketer is a cloud-based conversion optimization solution that offers features like heatmaps, funnel analysis, form analytics and A/B testing. Freshmarketer offers a heatmap tool that provides a summary of visitor clicks and... Read More
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Freshmarketer is a cloud-based conversion optimization solution that offers features like heatmaps, funnel analysis, form analytics and A/B testing. Freshmarketer offers a heatmap tool that provides a summary of visitor clicks and... Read More
 
 
Propago is a cloud-based supply chain solution that helps print producers, enterprises and marketers manage, produce, distribute and personalize marketing material. This modular solution offers functionalities for WMS and order fulfillment,... Read More
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Propago is a cloud-based supply chain solution that helps print producers, enterprises and marketers manage, produce, distribute and personalize marketing material. This modular solution offers functionalities for WMS and order fulfillment,... Read More
 
 
Broadsign Control is a cloud-based digital signage solution that helps businesses to distribute ads and content across multiple screens. It caters to businesses of all sizes across various industries such as healthcare, retail, hospitality... Read More
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Broadsign Control is a cloud-based digital signage solution that helps businesses to distribute ads and content across multiple screens. It caters to businesses of all sizes across various industries such as healthcare, retail, hospitality... Read More
 
 
Screenly is a digital signage solution powered by Raspberry Pi. It allows users to display videos, web content and images on TV screens. Screenly can be used to display advertisements, live dashboards, system statuses and in-store... Read More
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Screenly is a digital signage solution powered by Raspberry Pi. It allows users to display videos, web content and images on TV screens. Screenly can be used to display advertisements, live dashboards, system statuses and in-store... Read More

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Intuiface is a digital signage solution that helps businesses to create and deploy interactive content across a variety of platforms and devices. Key features include the creation of interactive presentations without coding, touch... Read More
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Intuiface is a digital signage solution that helps businesses to create and deploy interactive content across a variety of platforms and devices. Key features include the creation of interactive presentations without coding, touch... Read More
 
 
MarketMuse is a cloud-based enterprise content planning solution that helps content marketers, content creators, marketing agencies, publishers and e-commerce companies maximize the value of their online content. The solution uses... Read More
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MarketMuse is a cloud-based enterprise content planning solution that helps content marketers, content creators, marketing agencies, publishers and e-commerce companies maximize the value of their online content. The solution uses... Read More
 
 
Socibd is a cloud-based social network administration solution designed for companies of all sizes. It offers social network management, membership management and document management functionalities within a suite. Socibd’s social... Read More
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Socibd is a cloud-based social network administration solution designed for companies of all sizes. It offers social network management, membership management and document management functionalities within a suite. Socibd’s social... Read More
 
 
Spaceboost is a cloud-based marketing tool suitable for large and midsize businesses in industries such as advertising and marketing, retail, food and beverage, media and more. RocketROI offers various tools to manage Google AdWords,... Read More
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Spaceboost is a cloud-based marketing tool suitable for large and midsize businesses in industries such as advertising and marketing, retail, food and beverage, media and more. RocketROI offers various tools to manage Google AdWords,... Read More
 
 
Enabler is a cloud-based email marketing solution featuring lead management, lead generation, campaign management and marketing analytics. It is suitable for businesses across a variety of industries in the UK.  In Enabler, users... Read More
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Enabler is a cloud-based email marketing solution featuring lead management, lead generation, campaign management and marketing analytics. It is suitable for businesses across a variety of industries in the UK.  In Enabler, users... Read More

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Lead Guerrilla by 1CRM is a cloud-based all-in-one marketing platform for small to midsize businesses and marketing agencies. Key features of Lead Guerrilla are: lead activity tracking (website browsing history, form submissions, email... Read More
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Lead Guerrilla by 1CRM is a cloud-based all-in-one marketing platform for small to midsize businesses and marketing agencies. Key features of Lead Guerrilla are: lead activity tracking (website browsing history, form submissions, email... Read More
 
 
Rannko is a cloud-based digital reputation management solution for small businesses. The solution provides modules for review management, listing management, task management and social media post scheduling.   The review management... Read More
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Rannko is a cloud-based digital reputation management solution for small businesses. The solution provides modules for review management, listing management, task management and social media post scheduling.   The review management... Read More
 
 
Audiense is a cloud-based social media management and analytics tool for Twitter. It caters to both large-scale enterprises and individuals managing small social media communities. Audiense helps users segment Twitter followers on... Read More
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Audiense is a cloud-based social media management and analytics tool for Twitter. It caters to both large-scale enterprises and individuals managing small social media communities. Audiense helps users segment Twitter followers on... Read More
 
 
Unamo SEO is a cloud-based search engine optimization (SEO) platform suitable for businesses of all sizes. Unamo helps users analyze keyword rankings and backlinks, generate reports and analyze website optimization issues. Unamo SEO... Read More
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Unamo SEO is a cloud-based search engine optimization (SEO) platform suitable for businesses of all sizes. Unamo helps users analyze keyword rankings and backlinks, generate reports and analyze website optimization issues. Unamo SEO... Read More
 
 
Deskera CRM is a cloud-based customer relationship management solution that helps companies of all sizes gain visibility into their customers, past, current and future communications. Deskera CRM includes modules for account management,... Read More
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Deskera CRM is a cloud-based customer relationship management solution that helps companies of all sizes gain visibility into their customers, past, current and future communications. Deskera CRM includes modules for account management,... Read More

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Xtremepush is a cloud-based multichannel marketing and analytics solution that enables enterprise-grade brands to analyze their mobile and web customers and drive engagement. Key features of the platform include real-time traffic analytics,... Read More
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Xtremepush is a cloud-based multichannel marketing and analytics solution that enables enterprise-grade brands to analyze their mobile and web customers and drive engagement. Key features of the platform include real-time traffic analytics,... Read More
 
 
Bannerwise is a cloud-based ad banner design tool suitable for business of all sizes across all industires. Users can create configurable banners in various sizes for mobile or desktop devices. Bannerwise allows users to design banners... Read More
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Bannerwise is a cloud-based ad banner design tool suitable for business of all sizes across all industires. Users can create configurable banners in various sizes for mobile or desktop devices. Bannerwise allows users to design banners... Read More
 
 
Revel Digital is a cloud-based digital signage solution that allows users to upload, design and schedule screen displays. It is suitable for companies of various sizes across various industries including restaurants, retail stores... Read More
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Buyer's Guide

by Craig Borowski,
Market Research Associate
Last Updated: November 9, 2018


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 Marketing Software?
A Comparison of Top Marketing Solutions
Common Features of Marketing Software?
What Type of Buyer Are You?
Key Considerations
Recent Events You Should Know About

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 Eloqua Comparisons Top HubSpot Comparisons Top MailChimp Comparisons
Pardot vs. Eloqua Act-On vs. Hubspot AWeber vs. MailChimp
Top Marketo Comparisons Top Pardot Comparisons  
Act-On vs. Marketo Act-On vs. Pardot
Pardot vs. Eloqua

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.

Recent Events You Should Know About

Cincopa adds video intelligence to email marketing. In September 2016, video hosting and web management platform Cincopa announced new compatibilities with most email marketing platforms. This allows for video marketing analytics to be added to email campaigns in MailChimp, Constant Contact and GetResponse, amongst others.

Streamsend launches new marketing automation platform.In February 2016, email marketing vendor StreamSend launched a new platform, StreamSend Insights. It helps users track a subscriber’s actions on business websites (such as browsing trends and cart abandonment) to enable behavioral-based marketing campaigns.

OtherLevels announces release of OtherLevels2. In September 2016, digital marketing automation vendor OtherLevels announced the release of their OtherLevels2 platform. This new platform is designed to use big data and statistical models to maximise audience reach and message delivery. It leverages this data to optimize the delivery of content to the end users’ preferred channel, increasing the likelihood of engagement.

Free Download:
Marketing Automation Software Pricing Guide

 

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