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Hatchbuck

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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SharpSpring

SharpSpring is a fully integrated cloud-based marketing tool that offers customer relationship management, marketing automation, mobile and social marketing, sales team automation, customer service and more, all within one solution. SharpSpring... Read More
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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 and... Read More
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CallidusCloud Marketing Automation

CallidusCloud Marketing Automation is a cloud-based marketing automation platform built for both sales and marketing. The solution is designed to provide intelligence and insight into leads performance to sales teams while simultaneously... Read More
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Marketo

Marketo offers a web-based email marketing platform for companies of all sizes to form and preserve engaging customer relationships. The solution features integrated modules that deliver a range of capabilities including marketing... Read More
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eTrigue DemandCenter

eTrigue DemandCenter gives businesses of all sizes the ability to create and execute demand generation campaigns using their existing resources. It enables marketing automation through a variety of web-based tools. This solution is... Read More
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ActiveDEMAND

ActiveDEMAND is a web-based marketing tool designed specifically for marketing agencies. Subscriptions are based on the number of contacts loaded into the application rather than the number users, so agencies are able to create sub-accounts... Read More
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Net-­Results

Net-Results is digital marketing software built by and for data-driven marketers. The marketing automation system will work for companies of any size and offers multiple pricing scales. The system has native integrations with major... Read More
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Pardot

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-step... Read More
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Campaign Monitor

Campaign Monitor is an email marketing solution that can help businesses add new subscribers, send email newsletters and generate various reports. It is suitable for businesses of all sizes. The solution offers several features that... Read More
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bpm'online marketing

Bpm’online marketing is a marketing automation platform that provides users with tools to manage lead management starting at demand generation, through nurturing and the transition to sales.  The solution features tools to test,... Read More
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Delivra

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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Cosmos Integrated Marketing Portal

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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SAM

SAM is a web-based, fully integrated sales and marketing system. The main features of the system include email marketing, social marketing, content marketing, direct marketing, SEO, visibility, marketing intelligence, and marketing... Read More
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Growlabs

Growlabs is a cloud-based customer relationship management (CRM) system for small to midsize companies in the following industries: accounting, advertising, insurance, legal, media, nonprofit, real estate, and software/IT. The Growlabs... Read More
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Lead Guerrilla

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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Enabler

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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Pivotal CRM

Pivotal CRM is an on-premise customer relationship management (CRM) solution that caters to businesses of all sizes, helping them manage various CRM processes. It includes marketing automation, lead management, sales force automation,... Read More
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SAP - CRM

With thousands of implementations across 26 industries ranging from Aerospace & Defense to Wholesale Distribution, SAP’s CRM solution is intuitive and robust enough to meet the needs of the mid-market business while sophisticated... Read More
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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 management,... Read More
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GoldMine Premium Edition

Goldmine Premium CRM is a comprehensive customer relationship management software that is used by organizations of all sizes to manage the sales pipeline, marketing programs and deliver customer support. Goldmine Premium Edition has... Read More
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Salesforce Marketing Cloud

Salesforce Marketing Cloud is a part of Salesforce.com family that offers robust social marketing solution to help businesses create and manage the social presence on a variety of social media sites. The solution offers multiple functionalities... Read More
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ONTRAPORT

ONTRAPORT provides a customer relationship management (CRM) system for small and growing businesses looking to automate marketing and sales efforts. The solution includes tools for email marketing, lead scoring, lead nurturing, lead... Read More
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Contactability LeadManager

Contactability LeadManager is a powerful, cloud-based marketing platform that was created to help companies increase visibility, monitor leads moving through the pipeline, and track closed deals. This comprehensive solution relies... Read More
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Desk.com

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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SmartTouch Interactive

Smart Touch Interactive is a cloud-based customer relationship management platform designed specifically for homebuilders and real estate agents. It is a suite of applications that help businesses understand the buyer lifecycle and... Read More
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IntelligenceBank

IntelligenceBank is a digital asset management (DAM) solution for marketing businesses. The platforms enables users to control, centralize, create and distribute brand assets. More features include custom brand guidelines pages and... Read More
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Pega CRM

Pega CRM is an enterprise-level customer relationship management (CRM) solution by Pegasystems, a leading provider of business process management (BPM) solutions. It includes sales, marketing and customer service applications, complete... Read More
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AppShore

AppShore is a Web-based solution specially designed for small businesses. The platform is highly customizable and can be personalized based on location-based services, time zone, currency and language preferences. This product is... Read More
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Propago

Propago is a web-based supply chain platform that’s designed to replace disparate and disconnected systems, automate manual processes and allow companies more time to focus on growing their business. This modular solution offers... Read More
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Jumplead

Jumplead is a web-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). Jumplead’s... Read More
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Oktopost

Oktopost is a cloud-based social media monitoring and analytics tool designed for companies of all sizes that enables social media publishing, social listening and social advocacy in a single solution. Oktopost’s social media publishing... Read More
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SendinBlue

SendinBlue is a cloud-based email marketing tool suited for organizations of all sizes. The solution comes with tools and templates for marketing automation, email campaigns, transactional emails and SMS messages. SendinBlue facilitates... Read More
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Automational

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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CXM

CXM by Creedenz Solutions is a customer relationship management (CRM) solution for mid-market organizations. This comprehensive CRM solution suits companies in multiple industries, including technology, health care, manufacturing,... Read More
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Oracle Marketing Cloud

Oracle Marketing Cloud is a software-as-a-service solution that meets the needs of both the B2B and B2C marketer. Oracle Marketing Cloud (previously Oracle, Responsys, BlueKai, Compendium, and DataLogix) is an email marketing automation... Read More
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HubSpot Marketing

With its cloud-based, all-in-one marketing software platform, HubSpot helps companies of all sizes create a web presence, convert online traffic into leads that can be tracked and nurtured and analyze business metrics to ensure marketing... Read More
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Constant Contact

Constant Contact provides a range of intuitive marketing applications designed to help small businesses and nonprofits expand their customer bases and nurture relationships. Solutions include email marketing, event marketing, social... Read More
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Teradata Integrated Marketing Cloud

Teradata’s Integrated Marketing Cloud is a broad suite of marketing tools that allows enterprise-level businesses to unify campaign processes, data, resources and performance analytics—which, in turn, helps improve customer experiences... Read More
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ActiveCampaign

ActiveCampaign is an integrated marketing and customer relationship management (CRM) suite with a foundation in email marketing. Targeted towards small-to-midsize businesses, the software is designed to help organizations build their... Read More
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ScribbleLive

ScribbleLive is a content marketing system that provides users with research and planning tools to help identify trending content and top influencers within an industry to create content that captures the attention of audiences. The... Read More
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Percolate

Percolate is a Web-based digital marketing management solution designed for midsize and large companies. It offers content management, brand and channel management and social media management within a suite. This system allows businesses... Read More
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StormPost

For companies looking to effectively manage the customer lifecycle, engage new segments and centralize marketing communications into a single powerful platform, StormPost offers a full suite of features to design, create and deliver... Read More
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InsideView

InsideView is a marketing intelligence and analytics solution for midsize to large businesses. It allows sales and marketing teams to aggregate and curate information about target markets, segments and organizations. This software... Read More
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Radius

Radius is a data-powered marketing intelligence and analytics platform that leverages insights on over 20 million businesses in the U.S. to help B2B marketers understand their best customers, find new prospects and deliver actionable... Read More
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SAS Customer Intelligence

SAS Customer Intelligence is an integrated marketing management suite for midsize businesses and enterprises across a wide range of both B2C and B2B industries. It leverages SAS’s position as a leading provider of business intelligence... Read More
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SimplyCast

SimplyCast is a Web-based customer relationship management (CRM) solution. It helps organizations of all sizes manage and nurture leads, design marketing processes and manage workflow for sales processes. Users can track lead activities... Read More
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Spendsetter

Spendsetter is an advocacy marketing platform that enables organizations to connect with their most influential customers. The system includes a downloadable mobile application for customer advocates and a Web-based marketplace that... Read More
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Modomodo

Modomodo is a Web-based mobile marketing application platform that enables businesses to build mobile applications centered around their branding initiatives. The application enables customers to purchase products through their mobile... Read More
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Iterable

Iterable is a growth marketing automation platform that provides multi-channel user engagement campaign management functionality based on dynamic workflows. With Iterable, users can create unlimited segments based on any criteria... Read More
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Buyer's Guide

Today, organizations of all sizes and across all industries are using marketing analytics tools. These systems inform decision-making and can help provide a better return on investment (ROI) on companies’ marketing and sales efforts.

This guide will help you understand the landscape of marketing analytics software and the features these platforms tend to offer, so you can make a better decision.

Here’s what we’ll cover:

What Is Marketing Analytics Software?
Common Marketing Analytics Applications
What Type of Buyer Are You?
Key Considerations

What Is Marketing Analytics Software?

Marketing analytics platforms contain of a variety of applications used by sales professionals, advertisers and marketers. These tools streamline processes through email management, social media management and marketing automation. They also provide greater insights about customers to convert more sales leads.

Most marketing analytics tools are cloud-based systems that integrate with major customer relationship management (CRM) platforms. They can also integrate with other Web analytics services, such as Google Analytics.

Common Marketing Analytics Applications

Below is a list of some common marketing analytics applications. Note that these may be offered individually, as best-of-breed products, or in an all-inclusive suite, depending on the vendor.

Lead management Assists with collecting information on leads, such as demographics, business size, industry segment and predicted purchasing behavior. This helps sales professionals plan properly during the sales process so they have a higher chance of converting the lead.
Marketing automation Automates a variety of tasks, from data collection and reporting to email marketing, social media marketing and beyond; integrates the processes of these applications so users don’t have to repeat tasks. Allows users to plan campaigns across all channels seamlessly.
Email management Assists with email campaigns, allowing users to blast emails to thousands of leads or customers. Provides insights into click-through and open rates and allows for A/B testing.
Search engine reporting Tracks key performance indicators for search engine marketing efforts, such as keyword rankings. Typically produces reports, charts and graphs to represent this data.
Social media management Manages social media accounts across a variety of channels to ensure consistency among campaigns.
Data management Stores data and offers pre-built tools for data analysis, so users don’t need to build their own complicated spreadsheets. These pre-built tools can include formulas, calculators, graphs and reports to help marketers better understand how their activities are performing.
Advertising management Tracks effectiveness (e.g., click-through rates, bounce rates) of online ads placed on websites or in search engine results pages.

What Type of Buyer Are You?

In general, marketing analytics platforms are not industry-specific. A wide range of businesses can benefit from using these tools.

That said, different types of organizations will have different needs based on what sort of marketing they do. For example:

Retail and e-commerce. Online retailers need highly specialized applications that provide insight into their customers’ purchasing habits. For example, an online retailer will want to know what causes “shopping cart abandonment,” or what their customers are likely to buy next based on previous purchases.

Retailers should look for marketing analytics tools with strong e-commerce integrations, preferably with the software and applications they are already using.

B2B. Business-to-business (B2B) marketing relies on relationship-building. The time to complete a single sale can take months or even years. B2B marketers and sales professionals can benefit from software that helps nurture these relationships without overloading sales leads. For example, lead management software can automatically remind marketers to follow up every month or so.

Professional services. Digital marketing is now essential for professionals in fields such as accounting, law and consulting. These businesses tend to spend less on advertising and marketing. They'll want to ensure they’re maximizing the ROI for their digital marketing strategy, and automate as much of the process as possible to reduce overhead costs.

With marketing analytics solutions, professional-service businesses can see which campaigns have the greatest impact. They can also draw stronger correlations between marketing strategies and the leads they generate.

Key Considerations

Marketing analytics solutions are not necessarily more difficult to use than other types of business software. However, its recent emergence means even veteran marketers might be unfamiliar with how it works, and will need some training to use it effectively. Once users make it over the initial learning curve, it should be smooth sailing.

When shopping for new analytical tools to strengthen your marketing initiatives, consider:

User-friendliness. How easy will it be for existing and new employees to learn the system? Read reviews of different platforms to get an idea of how difficult it will be to train employees. You can also demo potential platforms to get a sense of which one will be easiest to use.

Scalability. Do you expect to expand your marketing efforts across more channels as your business grows? If so, you’ll want a feature-rich platform—one that offers most of the applications listed above—so the software can grow with you. With cloud-based systems, adding new users or additional applications is typically an easy process.

Pricing. How much do you want to spend? Most analytics platforms are subscription-based and are usually priced according to business size (e.g., as a function of the number of users on the platform). The good news for small businesses is that these platforms scale with you, and can be very affordable for small numbers of users.