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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
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)
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
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
HubSpot Marketing Hub
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 about HubSpot Marketing Hub
Kapost
Kapost
Upland Kapost is content operations management software that helps you helps you create and distribute meaningful content to guide buyers from initial awareness to lasting loyalty. Foster close collaboration within your team to e...Read more about Kapost
Percolate
Percolate
Percolate is a cloud-based content marketing solution for midsize and large companies. Primary features include content management, brand and channel management and social media management. It allows users to manage brand and cha...Read more about Percolate
SAS Customer Intelligence 360
SAS Customer Intelligence 360
SAS Customer Intelligence 360 is a multichannel marketing hub for the modern marketing organization. Offering a suite comprised of modular components (SAS 360 Engage, SAS 360 Discover, SAS 360 Plan, and SAS 360 Match) SAS Customer...Read more about SAS Customer Intelligence 360
Iterable
Iterable
Iterable is a marketing automation platform that provides multi-channel user engagement campaign management features based on dynamic workflows. It allows users to create segments based on criteria or activity and convert segments...Read more about Iterable
Adobe Campaign
Adobe Campaign
Adobe Campaign is a marketing automation platform used in email automation, delivery and reporting. It allows users to create, coordinate and deliver dynamic campaigns through emails, mobile platforms and offline channels. Ad...Read more about Adobe Campaign
Mailchimp
Mailchimp
Mailchimp is a web-based marketing automation 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...Read more about Mailchimp
Campaign Monitor by Marigold
Campaign Monitor by Marigold
Campaign Monitor by Marigold 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 verti...Read more about Campaign Monitor by Marigold
Hootsuite
Hootsuite
Social media is a wild place to do business. That’s why thousands of brands rely on Hootsuite’s tools and expertise to bring order to the chaos. Launch brilliant social campaigns, deliver 5-star social commerce experiences, and ma...Read more about Hootsuite
Sendible
Sendible
Sendible is the leading social media management platform for agencies looking to manage social media more effectively for their clients. The Sendible platform brings all your social networks together into a centralised hub and i...Read more about Sendible
Audiense
Audiense
Audiense is the world’s pioneering Audience Intelligence platform. We aim to help marketers and consumer researchers be innovative and develop relevant audience-centric strategies through the use of proprietary social consumer seg...Read more about Audiense
Quid
Quid
NetBase is a cloud-based social media analytics tool for small, midsize and large brands and marketing agencies. Primary features include social media monitoring, brand health monitoring, campaign performance measurement, dashboar...Read more about Quid
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
WebCEO
WebCEO
WebCEO is a cloud-based platform designed to help companies of all sizes manage their marketing initiatives. WebCEO offers modules for search engine optimization (SEO), keyword research, SEO audits, landing page optimization, rank...Read more about WebCEO
NapoleonCat
NapoleonCat
NapoloenCat is a cloud-based social media marketing platform that offers publishing, conversation tracking, social content management, and analytics across platforms such as Facebook, Messenger, TikTok, Instagram, YouTube, Google ...Read more about NapoleonCat
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Buyers Guide
Last Updated: March 16, 2023Today, 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 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.
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. | |
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. |
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.