Compare the Top Marketing Automation Platforms

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SalesFusion

Salesfusion’s easy-to-use marketing automation platform helps marketers attract new opportunities, convert them into customers and nurture them into lifetime relationships. By streamlining the creation, execution and measurement of marketing activities, you can launch and manage campaigns with less manual effort and understand which tactics are the most effective.

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Mothernode CRM

Mothernode CRM is a dynamic, highly expandable system which scales based on a company’s specific business and customer needs.The highly configurable application can be set up to align with a business’s industry, customer requirements and more. As SMBs grow into themselves, additional features and editions can be integrated for continued operations with a boosted level of functionality.No other CRM within Mothernode's class offers the same number of capabilities that are present in this system. With such a high degree features-to-price ratio, SMBs can take full advantage of a robust set of modules without overextending their budgets.

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Act-On

Act-On's fresh approach to marketing automation and email marketing gives you full functionality without the complexity other systems impose on you. Our streamlined user interface puts first-rate marketing tools at your fingertips, making campaigns and programs easier and faster. Integrate your CRM, webinar management and other tools too, most with one click.

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Pardot Marketing Automation

Introducing the full-featured marketing automation tool that’s easy to use. Pardot’s platform features CRM integration, email marketing, lead nurturing, lead scoring and grading, social posting, and ROI reporting to help marketing and sales teams work together to generate and qualify sales leads, shorten sales cycles, and demonstrate marketing accountability.

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Salesforce

The world’s #1 CRM solution gives your sales teams the power to close deals like never before with an array of cloud-based tools that increase productivity, keep pipeline filled with solid leads, and score more wins. No software. No hardware. No speed limits.

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NetSuite CRM+

NetSuite Customer Relationship Management (CRM) software is the only cloud solution that delivers a real-time 360-degree view of your customer. NetSuite CRM provides a seamless flow of information across the entire customer lifecycle from lead through to opportunity, sales order, fulfillment, renewal, upsell, cross-sell, and support.In addition to traditional CRM capabilities like SFA, customer support and marketing automation, NetSuite CRM delivers quotes, order management, commissions, sales forecasting and integrated Ecommerce capabilities.

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Mothernode CRM (Mothernode Marketer Edition)

Mothernode CRM is a dynamic, highly expandable system which scales based on a company’s specific business and customer needs. The highly configurable application can be set up to align with a business’s industry, customer requirements and more. As SMBs grow into themselves, additional features and editions can be integrated for continued operations with a boosted level of functionality. No other CRM within Mothernode's class offers the same number of capabilities that are present in this system. With such a high degree features-to-price ratio, SMBs can take full advantage of a robust set of modules without overextending their budgets.

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Plumb5

The platform is built to facilitate real-time marketing for an agile marketer, where personalization, targeting and messaging is delivered on real-time. To keep it insightful and effective, the platform uses the unified customer profile module, which aggregates all customer information, thus addressing the challenge of customer data available in various marketing silos.

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INBOX25

With IINBOX25, you can build contact forms, surveys, registration forms, quote forms, subscription forms - really, whatever you can imagine, and keep your sales and marketing efforts in-sync with our native SugarCRM integration.

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ThriveHive

ThriveHive helps small business owners realize their dreams through Guided Marketing; a data-driven approach to small business marketing. ThriveHive’s Guided Marketing solution includes a search-optimized website, marketing software platform, a customized marketing plan, real-time analytics, and expert guidance.

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Influitive AdvocateHub

AdvocateHub helps B2B marketers capture customer enthusiasm and use it to turbocharge marketing and sales efforts.-AdvocateHub offers a refreshing, new approach to referral automation based on a simple, rewarding experience for advocates, driving higher engagement, more high-quality leads and shorter sales cycles. AdvocateHub proactively suggests referral names from your advocates’ social networks, which they can submit with just a few clicks.

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Eloqua10

Eloqua is now the centerpiece of the Oracle Marketing Cloud. Our innovative marketing automation solutions help modern marketers target the right buyers, easily execute campaigns, get the best leads to sales and deliver the highest return on your marketing investment.

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Experiture Marketing Platform

The Experiture Marketing Platform is the world’s only marketing platform with editions for both B2C and B2B marketers.

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ActiveDEMAND

ActiveDEMAND is an integrated marketing platform. What exactly does that mean? It means ActiveDEMAND enables marketers, agencies and businesses so supercharge their marketing efforts through streamlined campaign management, campaign recipes and attribution reporting while integrating with many other business, sales and marketing applications.

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ActiveCampaign All-in-one marketing platform

ActiveCampaign is an integrated marketing automation, email marketing, and automated sales CRM platform. Grow your business and save time with a seamless experience.

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Autopilot

Autopilot is software for multi-channel marketing. Autopilot's universal tracking code lets you capture leads and data from any website, blog, or app - no need to rebuild landing pages and content. Organize and target your marketing using lists, smart segments, and folders. Connect to Salesforce CRM to sync data and create workflows for sales.

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Lead Liaison

Lead Liaison provides easy to use, cloud-based sales and marketing automation software. We help companies build better relationships with prospects, customers and partners, be more efficient with sales and marketing operations and grow revenue, faster.

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Marin

Marin Software provides a unified platform to manage revenue acquisition across multiple channels and win the online battle for revenue.

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Hubspot

You want to nurture your marketing leads to sales-readiness. But how do you streamline your efforts when every lead is different? With HubSpot’s interconnected tools, you can use real-time marketing data to provide relevant, contextual marketing experiences to every contact in your database.

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GatorAutomation

CommuniGator can help deliver outstanding results and ROI for your business. Our comprehensive platform is completely unique in that it can assist with you digital activites, whether it be email marketing, social automation, event management or marketing automation.

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HubSpot Workflows

HubSpot all-in-one marketing software helps more than 8,000 companies in 56 countries attract leads and convert them into customers. A pioneer in inbound marketing, HubSpot aims to help its customers make marketing that people actually love.

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Hatchbuck

Simple, yet elegantly intelligent, Hatchbuck automates your sales and marketing efforts overnight. Turn emails into conversations, website visitors into handshakes, and customers into raving fans with all-in-one sales marketing software. It's time to grow.

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Ontraport Marketing Automation

With ONTRAPORT, all your business tools, data and customer information is in one system and everything works together seamlessly. You’ll create better customer experiences, increase sales and you can automate everything, saving a ton of time. Plus, you’ve always got one team to call when you have a question or need support.

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IBM Campaign & Leads (Unica)

With IBM Campaign and Leads (formerly Unica), you can design, execute, and measure campaigns across all of your channels, and generate leads and convert them into loyal customers. The IBM® Lead Management solution is a complete set of capabilities for generating leads and converting them into loyal customers. When leads are not well managed, efficiency of sales decreases and the cost of marketing increases. The gap between sales and marketing can get even wider, resulting in a loss of productivity and an inability to achieve critical objectives.

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LeadSquared

Make your leads travel faster down the sales funnel. Increase your traffic to lead conversion with mobile responsive landing pages, generate more leads from your existing website traffic using website widgets, and seamlessly capture leads from all your sources – inbound email, online campaigns, phone calls, website, chat, lead generation websites and more with LeadSquared.

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eTrigue DemandCenter

eTrigue provides easy-to-use cloud-based marketing automation and analytics software designed for small marketing teams. eTrigue DemandCenter marketing automation gives SMB and divisional enterprise marketers a single platform to connect, manage, and execute marketing programs – across email, web, mobile, and social.

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Brandwatch Analytics

Brandwatch Analytics is a web-based social media monitoring platform designed to allow you to get the most out of the social media data important to your business.The most powerful social media monitoring and analytics tool, chosen by pioneering brands and agencies all over the world.

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iContact Pro

Marketing automation doesn’t have to be complicated. Simple, powerful, and affordable, iContact Pro is an advanced email marketing solution that allows businesses to connect faster and maximize results in less time. Know more, get more, in one place.

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Teradata Integrated Marketing Management

Creating powerful one-to-one connections with your customers across paid, earned and owned channels simplifies the complex world of marketing. Teradata Marketing Applications empowers your brand to be more agile and deliver dynamic right-time experiences - with integrated insights that cut through the marketplace noise with relevant messages.

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Genoo Marketing Automation

An All-In-One Marketing Solution: Igniting Small and Midsize Business Growth! Save Time. Generate Sales. Grow Your Business.

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Greenrope Marketing Automation

There is a big difference between an email service provider (e.g., Constant Contact, Mail Chimp, iContact, etc) and software like GreenRope that allows for true marketing automation. ESPs focus on simple newsletter building, sending, and tracking. In business, it's known as "batch and blast," and the most common side effect is that it doesn't have any direct or measurable impact on sales or success.

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Right On Interactive

Attract, acquire and retain customers with a behavior-based solution that builds loyalty with continuous engagement at every stage of the customer journey.

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Last updated on December 2nd, 2016

Compare Marketing Automation Software to Find the Best-Fit for Your Organization

Augmenting your business capabilities with software is essential, but it isn't always easy to get started. In addition to facing tough choices about how to overcome the problems with marketing automation and how to integrate it with existing CRM frameworks, you also have to choose the best tools to support marketing and sales growth.

With so many different marketing automation solutions on the market, comparing them all can be a task within itself.Truthfully, there's no longer any question about whether you need marketing automation to achieve your goals. The only mystery left is which solution is the best-fit. Fortunately, there are a few steps you can take to make the selection process easier as you evaluate marketing automation software.

We've compiled the essential factors to consider as you compare marketing automation software. Here are the top priorities that should go into your decision:

Identify Your Goals

Why do you need marketing automation software? Are you dissatisfied with the limitations of your current email marketing software? Do you have a complex demand generation process that needs be dealt with more programmatically? Do you want to have a better understanding of your ROI across different marketing campaigns? Do you want to provide tools and methods that make your sales team more efficient? These are just some of many questions you will ask and can be answered with marketing automation. 

Your goals are likely to be unique, so it's imperative that your software includes the specific features you need to reach them. By clearly defining your goals before you start looking at different marketing automation tools, you'll decrease the chances that you'll be swayed or misled by bells and whistles that don't really get the job done.

Determine What You Need

Now that you've set some concrete goals, you can consider the kinds of features and capabilities you'll require to achieve them. Although some observers at Forbes and other outlets note the similarities between competing marketing automation tools, they also say that each option typically focuses on specific automation actions and workflows in varying degrees. A platform that markets itself as being comprehensive won't necessarily make it equally easy to perform different kinds of common marketing tasks.

Understanding What You Need in the Context of What's Available

Lofty ambitions are awesome, but they may make it more difficult to settle on practical solutions. While it's important to find automation software that fulfills the functions you need fulfilled, it must do so in a fashion that suits your modus operandi and corporate culture.

Suppose you're committed to implementing a comprehensive sales and marketing automation platform that automatically generates and organizes account information for new clients as you make contact. If you simply jump at the first application that offers such functionality, there are no guarantees that you won't end up with new account entries that overlook important contact information or skip over certain unique factors that are relevant to your niche. In addition to comparing products to each other, you may need to refine your marketing automation goals.

Quantify the Advantages of Each Tool

A software suite that lets you compare, track and graph data from previous campaigns is great, but if you can't view the results on a smartphone, it may leave you with a major blind spot. Because it can be difficult to compare the value of unique features from different software packages, it's wise to actually figure out how much time, money or resources each one will help you save.

Don't forget about general features that might not necessarily be explicitly related to marketing tasks. For example, your tools need to be easy to integrate into your business model, so they should export data in various formats and function seamlessly as you transition from one platform or device to another. If something goes wrong along the way, you shouldn't have to wait for a new patch or update; you should be able to rely on immediate service from the software provider.

Set Specific Targets

Market data predicts that by the year 2020, consumers will manage around 85 percent of their relationships with companies without ever talking to another human. While it's definitely wise to ask yourself whether your automation and CRM systems will be able to keep pace with the demand, a better question would be how well they manage the small details.

Metrics are critical to the success of any marketing automation implementation, so they ought to figure into your initial comparisons too. For instance, only 11 percent of respondents in 2015 said they thought that marketing automation was too costly, but if you don't want to find yourself becoming a part of that small-yet-disgruntled segment, you'll make comparisons based on in-depth factors. Consider measurable quantifiers like:

  • The projected training time needed for complete adoption,
  • Monthly licensing and operating fees,
  • Immediate ROI potential, and
  • User accommodation capacity.

Gauge Your Ability to Adjust

When business intelligence data reveals more efficient methodologies, smart organizations make changes in kind. Consider how that might translate into working with different marketing automation platforms. Applications that feature customizable or modular structures may lend themselves better to your quest for a unique system that's ripe for fine tuning.

Don't just settle for whichever software package boasts the longest list of features. No app is perfect out of the box, so no matter what field you're in or how flexible your needs may be, there will come a time when you have to make changes to the way your marketing automation tools function. Picking an option that fights you every step of the way could mean you end up wasting valuable effort.

Perform a Real-Life Needs Assessment

Finally, realize that you need to take the decision-making process further than mere conjecture, because even the best marketing systems have learning curves. The secret to making your transition as smooth as possible is getting a concrete understanding of your problems and the specific ways marketing automation software can provide solutions.

Marketing automation was a $1.8 billion industry in 2015. In short, this means you have ample options but also that there are bound to be some that don't fit. Create an itemized list of what you're looking for, and as you compare marketing automation tools, don't be afraid to add things you might not have previously considered. To get started, use a marketing automation requirements template or similar tool to narrow things down and focus your search.

Getting Started off on the Right Foot

Of course, no marketing automation comparison guide would be complete without an introduction to some of the most popular providers on the market.

Pardot

Acquired by Salesforce in recent years, Pardot is one of the most popular marketing automation systems on the market. New releases like Engagement Studio make Pardot one of the most flexible systems on the market.

Marketo

Marketo is a well-established firm with a broad product suite. In addition to tools for automating lead cultivation and social media outreach, their products include inbound marketing automation, built-in analytics and management dashboards.

CallidusCloud

Since 1996, this California company's products have focused heavily on sales performance management and sales efficacy. Its SaaS solutions help people filter out which leads are the most lucrative and automate quote generation processes, but they also facilitate content authoring, learning management and even sales force hiring and oversight.

Act-On

Act-On is a younger company, but its software is exclusively tailored towards marketing automation. Popular among small to medium-sized companies, the firm's products feature a number of subscription-based tools for lead management, email marketing, CRM, webinar oversight and analytics.

eTrigue

eTrigue software revolves around making marketing automation possible in real time. In addition to revealing lead information as it's generated, this ROI-focused service lets you track various campaigns across different channels and identify lucrative prospects.

HubSpot

HubSpot caters to those primarily in search of inbound marketing results. The company's apps facilitate lead management and analytics, but they also incorporate tools for blogging and maintaining social media presence.

Of course, there are thousands of other tools out there, and some are even free to try. Did we miss one you've been hearing about? Tell us about it in the comment section, or learn more about what might work best for you by requesting a free report.