Finding software can be overwhelming. We help businesses choose the right marketing resource management software to monitor brand consistency and calculate campaign ROI.

Showing 1-20 of 101 products

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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Recent recommendations: 15 recommendations

Platforms: MacWinLinux
Deployments: Cloud
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KIZEN

Kizen offers a cloud-based suite of marketing, customer relationship management (CRM) and sales tools suitable for small and midsize businesses in a range of industries. Features include contact and lead management, form automation,... Read more

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Recent recommendations: 10 recommendations

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Deployments: Cloud
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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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Recent recommendations: 9 recommendations

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Deployments: Cloud
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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, insights... Read more

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Recent recommendations: 8 recommendations

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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 businesses,... Read more

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Recent recommendations: 3 recommendations

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Deployments: Cloud
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MoEngage

MoEngage helps businesses grow their customer lifetime value (LTV) by engaging them in a timely, relevant, and personalized way. It caters to various industries, including e-commerce and retail, telco, banking and finance, travel and... Read more

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Katabat Marketing Automation

Katabat Liberate is a cloud-based marketing automation solution that helps businesses to manage workflows and customer relationships. The solution caters to a variety of industries including telecom, retail banks, credit-based consumer... Read more

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Omnisend

Omnisend is an omnichannel marketing automation platform for growth-focused ecommerce businesses. Omnisend allows you to add several channels to the same automation workflow for seamless communication via email, SMS, web push notifications,... Read more

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Canto Digital Asset Management

Canto Digital Asset Management is a content management solution that allows users to create, share and collaborate using digital media files. The product is available both in cloud-based and on-premise deployment options and caters... Read more

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Loomly

Loomly is a cloud-based marketing solution that helps freelancers, influencers and social media managers manage content on their social media platforms. Key features include marketing analytics, automated publishing, keyword filtering,... Read more

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Integrate

Integrate is cloud-based marketing software that helps marketers reduce customer acquisition costs and automate the conversion of leads into opportunities. Its Demand Marketing Orchestration tool allows users to collect actionable... Read more

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Deployments: Cloud
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MailerLite

MailerLite is a cloud-based email marketing solution. Key features include campaign reporting, email automation, subscriber list management and result tracking. The solution helps users to design email campaigns in the form of newsletters.... Read more

Platforms: MacWinLinux
Deployments: Cloud
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Revel

Revel is a cloud-based business platform that integrates operations and customer channels with point-of-sale (POS) functionality in a single dashboard. It is suitable for stores and restaurants of all sizes and provides users with... Read more

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Deployments: Cloud
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Brandfolder

Brandfolder is a cloud-based asset management solution that provides various processes to organize, store and retrieve media assets and manage digital rights and permissions. The solution can be customized for businesses in industries... Read more

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Bannersnack

Bannersnack is a cloud-based solution that lets users design customized banners. It is suitable for midsize and large enterprises. The solution's banner maker allows users to make banners compatible with both Google Adwords and Facebook... Read more

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Planable

Planable is a cloud-based social media collaboration and approval solution that caters to media agencies, freelancers and marketing teams. Key features include automated publishing, content management, multi-account management, multi-user... 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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Lucidpress

LucidPress is a cloud-based web-to-print solution that helps small to large enterprises improve sales processes via brochure printing, digital asset management and more. It enables users to design marketing materials using customizable... 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 provides a single interface through which users can manage brand awareness, publishing,... Read more

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Yotpo

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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Buyers guide


Last Updated: April 16, 2020

These days, marketers are faced with a growing number of digital channels they can use to engage with customers at a much quicker pace than ever before.

Because of this, there are more moving parts to track over shorter periods of time when organizations are planning and measuring marketing campaigns. To keep pace in today’s digital environment, marketers must use their internal resources wisely.

This is where marketing resource management (MRM) comes in. MRM acts as the "administrative backbone" for day-to-day marketing operations by helping companies track and use their marketing resources more efficiently.

This guide will help you learn more about MRM software systems so you can make the right purchase decision for your business.

Here's what we'll cover:

What Is Marketing Resource Management Software?
Common Marketing Resource Management Software Functionality
Benefits of Marketing Resource Management Software
Market Trends to Understand

What Is Marketing Resource Management Software?

In a nutshell, MRM software helps users manage the back-end process of marketing. It allows companies to more efficiently plan, manage and execute on marketing programs and campaigns. It also helps companies make sure they maintain a consistent brand image across marketing and communication channels.

An MRM system typically includes capabilities for planning, budgeting and tracking marketing activities, as well as tools for managing digital brand assets, workflows and approval processes.

 

Microsoft Dynamics' marketing resource management interface

 

Microsoft Dynamics' marketing resource management interface

Common Functionality of Marketing Resource Management Software

MRM software typically offers functionality for strategic planning and financial management, asset and project management and, to some degree, reporting and analysis. The exact functionality offered may vary from vendor to vendor.

Common Functionality of Marketing Resource Management Software

Financial planning Tracks expenses, schedules and resources needed to execute campaigns. Users can link marketing objectives to expected results for each program and campaign.
Project management Organizes the marketing production process and allows users to report their progress and view upcoming activities.
Workflow automation Automates common tasks, such as content approvals and cost and expense tracking, to help organizations work more efficiently.
Calendaring Offers a shared view of marketing activities with associated time frames.
Digital asset management Stores and provides shared access to marketing assets, such as images, videos, documents, marketing materials and logos.
Reporting and analysis Provides reports on marketing efficiency, campaign performance, resource allocation and more.

Benefits of Marketing Resource Management Software

There are many benefits to using an MRM system, including the following:

Brand asset consistency. MRM systems often provide asset management to ensure that all marketing content is brand-compliant and meets usage specifications. It also helps marketing teams avoid inconsistencies in brand image and communication by allowing them to share materials and keep them out of silos.

Illumination of bottlenecks. A common challenge in any organization is identifying and eliminating bottlenecks. MRM software improves efficiency by tracking the resources used and their effectiveness at supporting a given campaign. This helps companies identify and resolve bottlenecks.

Shortened cycles. With functionality for shared planning and visibility, MRM software helps companies spend less time managing communications between different departments and functions. This shortens campaign cycles and helps launch marketing campaigns more quickly.

Reduced costs. MRM software helps companies see where their marketing team is overspending or under-investing so they can quickly reallocate marketing dollars to the best-performing initiatives. This reduces spending on media, production and materials that have a low return on investment (ROI).

Nuanced view of ROI. MRM software tracks every dollar spent and each resource allocated to marketing campaigns, showing how each contributes to the overall ROI. This helps companies make real-time adjustments and assess how to improve resource allocation in future campaigns.

Businesses will see additional benefits by combining an MRM system with marketing automation software and other marketing tools, such as:

These tools reduce time spent on manually managing people, assets and content and help create a holistic, integrated view of marketing operations and campaign health.

Market Trends to Understand

Here are a few market trends you should consider before selecting a marketing resource management software platform:

Trend toward of cloud-based solutions. Cloud-based solutions, also known as software-as-a-service (SaaS), provide flexibility in terms of investment in the digital infrastructure, which further reduces strain on the IT budgets of small and midsize businesses (SMBs). Cloud-based software is usually available on a subscription basis with monthly or annual billing models.

Marketers in SMBs prefer cloud-based solutions, as they provide data security and disaster recovery modules at prices that suit their limited budgets. Cloud-based models enable organizations to embrace technology initiatives, such as bring your own device (BYOD) and bring your own phone (BYOP).

Integration of reporting and analytics tools. Advanced analytics solutions generate real-time dashboards and reports to enable data-driven decisions. As a result, marketers are gaining interest in using analytics tools to monitor customer behavior, track campaign performance and draw insights. They are also looking for intuitive data visualization capabilities to create data summary reports and presentations. Software vendors are responding to these requirements by providing analytics tools that are easy to use and require no external IT support for data analysis.

Use of mobile devices. Marketers are seeking solutions that offer mobile access, which helps organize processes and review campaign performance from anywhere. Moreover, advanced applications offer live chat collaboration features that help team members communicate on-the-go. This functionality also enables team managers to review documents and share feedback from remote locations.

Social media marketing. Successful use cases involving social media as a marketing tool have created demand among marketers to use this channel to promote products and services. Platforms such as Facebook, LinkedIn and Twitter enable marketers to filter their audience into niche segments and target each segment based on their distinct tastes and preferences. Software vendors are updating their solutions with social media marketing functionalities or integrating them into existing tools.

It is important to keep the messaging and branding consistent across social media marketing campaigns to spread awareness and engage customers. In addition, social media tools enable marketers to organize promotional campaigns to retain customers with regular brand communication.