--- title: Marketing Automation Archives description: Home > Marketing Automation What is Marketing Automation? Marketing Automation Helps You: Automate your marketing process Test email campaigns Generate significant ROI Improve lead nurturing Increase customer retention Automate your marketing process What is marketing automation? Marketing automation is almost exactly what it sounds like: automating the marketing process via emails, alerts and targeted messaging campaigns. Typically, marketing automation can be envisioned as a series of workflow actions that guide leads towards conversion — all without any intervention on the marketers part. For example, here’s a simple funnel. Let’s say a user hits your landing page and downloads an e-book. You then fire off a thank you page that then thanks your user for downloading. By using their information, this triggers your marketing automation software to send out a targeted email to that lead about a webinar you’re hosting (again, the keyword is targeted email). The lead signs up and watches the webinar and proceeds to put your product in their cart. Now you have a consistent contact for your CRM. But trouble strikes! Your lead abandons their shopping cart items. So what do you do? Your system automatically fires off a $5 off coupon in order to get them to convert. They make the sale, and your numbers go up. Test email campaigns Email is the bread and butter of a marketing automation funnel. But no two customers are exactly alike, and your email shouldn’t be either. Though it’s nigh impossible to send custom emails to everyone, most MA software allows for A/B testing to help you better segment and target the right lead. A/B testing (sometimes called split testing or bucket testing) is where you compare two or more things against one another to determine which one performs better. So, with A/B testing, users will often take small segments of their customer pool and fire off two different emails in order to gauge interest. Usually, this means checking open rates and link clicks. Testing the impact of your automated emails means a higher ROI since you already know whether or not they’re going to be valuable to the customer and return profits to your pocket. Generate significant ROI Automated marketing software is touted for its effectiveness and significant return on investment. And while it won’t work for everyone (because your business has unique needs), MA software can be adapted to meet most customers’ needs. How does it generate significant ROI though? Well, when you have a list of loyal subscribers, MA software does all the work of marketing for you — a kind of “set it and forget it” approach to your marketing process. It can turn an inactive list of subscribers into an active, converting and diligent list, freeing your team up to work on additional projects. Improve lead nurturing Lead nurturing is an essential part of the buyer’s journey. When you nurture a lead, you drip effective, useful and personalized content out in a way that encourages leads to stay engaged up until the point of conversion. You can probably see how automation software can play a role in this, right? When you’ve got a curated list of customers, you can send out scheduled content and hit your leads at the right time in their buyer’s journey. Lead nurturing can take an ordinary lead and turn them into highly qualified leads through a few methods: Articles Whitepapers Webinars E-learning content All sent automatically and without user intervention. Increase customer retention Customers don’t like being forgotten. One primary use of marketing automation is building and maintaining contact with user lists, ensuring past customers become repeat customers. Users of MA software can schedule weekly or monthly offers to their user lists, enticing them to convert again. After all, the best customers are your existing customers. FAQs Is My Business Ready for MA Software? MA software is a game-changer for a lot of businesses. The power of constant and consistent contact has been shown time and time again to be successful, but not all companies are at a stage where they’re ready for MA software. If your business has Large, inactive emailing lists An overworked marketing department Room in the budget Little to no repeat customers then your business might be ready for marketing automation. When Should I Invest in Marketing Automation? If you’ve got a steady stream of content coming down the pipe that you want to communicate to users, then you might want to start thinking about a new software purchase. There are a few additional factors to think about: Are you tracking your leads? Do you have a steady stream of content? Are your leads highly qualified? Is your content plan mapped out to the buyer’s journey? Can Marketing Automation Lose Customers? YES. Marketing automation can be good, or it can be bad, and I think we all know what bad marketing automation looks like: it’s constant, spammy emails that damage your brand’s reputation. It’s bombarding your site visitors with CTAs and signup windows. It’s not taking into account the direct needs of your clients and customers, and blasting out generic emails. Good automation takes into account the needs and wants of your customers from a number of different sources, and provides consistent value to them. The most effective marketing automation doesn’t just rely on email either. It takes advantage of a number of different communication channels to reach leads. How Do I Select a Marketing Automation Software? When you’re picking a marketing automation platform, there’s plenty of things to consider. First and foremost: your organization’s needs. No company has the same exact needs as the other, so there is no easy solution. Luckily, we’ve created a tool that can help you shortlist your requirements, and you might do well to consult our marketing automation requirements article to get a general idea of your needs and wants. Once you’ve got your requirements down, you’ll have to start an RFP — and that’s a process in of itself. Luckily we’ve also got a guide for putting together a marketing automation RFP. Read More Resources for Software Selection Marketing Automation Software Marketing Automation Software Requirements Template In-Depth Comparison Report Pricing Guide CRM Salesforce Automation Most Popular Articles MA Popular Articles The Top 12 Marketing Automation Features & Requirements The Best Campaign Management Software for 2026 The 5 Best Enterprise Email Marketing Platforms of 2026 The 5 Best Marketing Automation Platforms Comparison Guide Marketo vs Eloqua vs Hubspot: Who is the Winner? Recent Articles Recent MA ArticlesEmail Marketing vs Marketing Automation: A Comparison of the Differences Between ThemThe Best Campaign Management Software for 2026Eloqua, Pardot and Marketo Competitors: Analysis of Top AlternativesEnterprise Marketing Automation vs Marketing Automation for Small BusinessesDemand Generation vs Lead Generation: Comparison of the Difference Between Them See More Confidence Comes from Data Marketing automation software selection is complex and beset with problems for both IT buyers and solution providers. We do three things to make it fast and simple: FREE Software Selection Platform Our platform provides best-practices, including requirements templates & vendor comparisons, to help you make the right decisions for your unique needs, in a fraction of the time. Try it FREE. Start Selecting Software Aggregated Reviews We have collected every software review available online, crunched every last word using our proprietary Sentiment Analysis algorithms, all so we can tell you how a software product is viewed in its marketplace, retrospectively. Get Marketing Automation Software Reviews Professional Analysis We relentlessly collect and analyze data about software, then compile and share it so every company in has the same access to the information. The information we gain is then used in our Software Selection platform to help you find the right software. See Analyst’s Top Marketing Automation Software Picks Your Guides Our industry journalists proudly distill the helpful information you read on SelectHub, always on the mission to share what matters to you can make your best decisions independently. Marketing automation articles are written and edited by: Zachary Totah Content Manager As SelectHub’s Content Manager, Zachary Totah leads a team of more than 35 writers and editors in their quest to provide content that helps software buyers find the right system for their company. Show More Hunter Lowe Content Editor and Senior Market Analyst Hunter Lowe is a Content Editor and Senior Market Analyst at SelectHub. He writes content for Construction, Inventory, Warehouse, and Supply Chain Management. Show More Camille Graham Technical Content Writer and Research Analyst A technical content writer and research analyst, Camille joined the SelectHub team in the summer of 2021. Show More Divya Dugar Market Analyst Divya Dugar is a Market Analyst at SelectHub. She writes content for ERP, Medical and Construction. Show More Hayleigh Breeze Technical Writer As one of SelectHub’s Technical Writers, Hayleigh researches and writes informational marketing and insurance content. Show More Thought Leaders SelectHub has sought out and invited thought leaders to contribute to our marketing automation industry articles and resources. These thought leaders ensure we deliver quality content with the most accurate information, focusing on what matters most. No thought leader is compensated for their contributions, but shares our belief that information should be democratized so everyone can make the best decision. Ardath Albee B2B Marketing Strategist and CEO Ardath Albee is a B2B Marketing Strategist and CEO of her firm, Marketing Interactions, Inc., who helps companies with complex sales Show More × Ardath Albee B2B Marketing Strategist and CEO Ardath Albee is a B2B Marketing Strategist and CEO of her firm, Marketing Interactions, Inc., who helps companies with complex sales turn prospects into buyers and convince customers to stay with persona-driven content marketing strategies. Ardath is the author of Digital Relevance: Developing Marketing Content and Strategies that Drive Results and eMarketing Strategies for the Complex Sale. She is a frequent industry speaker and workshop leader, and you’ll often find her on the lists of the top B2B content marketing experts to follow. You’ll find her on Twitter @ardath421. Doug Kessler Co-Founder and Creative Director, Velocity Partners Doug Kessler is co-founder and creative director of Velocity Partners, the London- and New York-based B2B content marketing agency (a Content Marketing Institute Agency of the Year). Show More × Doug Kessler Co-Founder and Creative Director, Velocity Partners Doug Kessler is co-founder and creative director of Velocity Partners, the London- and New York-based B2B content marketing agency (a Content Marketing Institute Agency of the Year). Doug has written a lot about content marketing including the B2B Content Strategy Checklist; Insane Honesty in Content Marketing; Crap: The Content Marketing Deluge; and A Stakeholder Through the Heart. Andy Crestodina Co-Founder and CMO, Orbit Media Andy Crestodina is a co-founder and CMO of Orbit Media, an award-winning 38-person digital agency in Chicago. Show More × Andy Crestodina Co-Founder and CMO, Orbit Media Andy Crestodina is a Co-Founder and CMO of Orbit Media, an award-winning 38-person digital agency in Chicago. Over the past 18 years, Andy’s provided guidance to 1000+ businesses. He speaks at national marketing conferences, writes for big marketing blogs and hosts a little podcast. Andy has written hundreds of articles on content strategy, SEO, influencer marketing, conversion and Analytics. Top 10 Online Marketing Experts, Forbes Top 50 Marketing Influencer, Entrepreneur Magazine Top 25 Content Marketers, Express Writers/Buzzsumo Top 10 Social Media Influencers, Social Media Explorer He is also the author of Content Chemistry: The Illustrated Handbook for Content Marketing. Bryan Eisenberg Co-Founder, BuyerLegends Bryan Eisenberg the co-founder of BuyerLegends and is the co-author of the Wall Street Journal & New York Times bestselling books “Call to Action”, “Waiting For Your Cat to Bark?”, “Always Be Testing” and “Buyer Legends: Show More × Bryan Eisenberg Co-Founder, BuyerLegends Companies routinely have Revenue Blind Spots that cost them 10-30% of their revenue. Optimization expert, Bryan Eisenberg and his brother Jeffrey have helped companies increase sales by over a billion dollars using their Persuasive Momentum framework. They coach and train hundreds of companies like Google, NBC Universal and Health Insurance Innovations. They help sell products as diverse as SaaS software, eyeglass frames, and pig sperm. They help you to anticipate what customers need and how to innovate, staying ahead of them. Bryan Eisenberg the co-founder of BuyerLegends and is the co-author of the Wall Street Journal & New York Times bestselling books “Call to Action”, “Waiting For Your Cat to Bark?”, “Always Be Testing” and "Buyer Legends: The Executive Storytellers Guide". Bryan has been the keynote speaker for Shop.org, Direct Marketing Association, E-consultancy, Microsoft, the Canadian Marketing Association and hundreds of other events across the globe. He is also the co-founder and Chairman Emeritus of the Web Analytics Association. Bryan serves as an advisory board member of several venture capital backed startup companies (ie. Bazaarvoice, Monetate, UserTesting.com, BoostMedia, Sightly, Runa etc.). Bryan, an award winning blogger and author, was recognized by eConsultancy members as one of the top 10 User Experience Gurus, a winner of the Marketing Edge's Rising Stars Awards and a member of the inaugural iMedia Top 25 Marketers. Bryan has been featured expert by The Wall Street Journal and the The New York Times and been quoted in Advertising Age, CNN, Forrester Research, Jupiter Research, Miami Herald, Publish, Internet Advertising Report (IAR), Chicago Business Tribune, Inc Magazine, Entrepreneur, Target Marketing, DM News, Microsoft’s bCentral, Smart Money & Internet Retailer for his thought leadership in the critical area of internet marketing and landing page optimization & online conversion rates. Kristin Connell B2B Marketing Strategist and Director of Growth Strategy, Sojourn Solutions Kristin Connell is the Director of Growth Strategy at Sojourn Solutions, a leading marketing operations consultancy recognized on Inc. 5000’s list of Fastest-Growing Company in America in 2019. Show More × Kristin Connell B2B Marketing Strategist and Director of Growth Strategy at Sojourn Solutions Kristin Connell is the Director of Growth Strategy at Sojourn Solutions, a leading marketing operations consultancy recognized on Inc. 5000's list of Fastest-Growing Company in America in 2019. Over the past 15 years, Kristin's provided both strategic and hands-on help to hundreds of businesses like Nasdaq, PBS Kids, Quest Diagnostics, Siemens, Fifth Third Bank, and ADP. Kristin has been recognized by the industry and her peers as a Top Influencer in Marketing Automation, B2B Marketing Technology, and Sales Lead Management. Kristin is the founder of BC20 - an organization dedicated to advocating for youth heart health - and is a board member at Johnson County HeartSafe Foundation. Michael Leander Chief Executive Officer at Markedu Michael Leander is the founder of Markedu and an award winning speaker and trainer. Considered a pioneer and innovator in CRM Show More × Michael Leander Chief Executive Officer at Markedu Michael Leander is the founder of Markedu and an award winning speaker and trainer. Considered a pioneer and innovator in CRM, email marketing and marketing automation (martech), Michael Leander has helped 100’s of brands achieve outstanding ROI through data-driven marketing programs. His work has been referenced in over 500 academic papers and countless publications around the world. Hailing from one of the happiest nations in the world, Michael Leander is passionate about consulting, teaching and helping businesses in developing countries. Widely implemented marketing planning methodologies such as ABOA and AIDEA were developed by Mr. Leander. Most Recent Articles --- [Home](https://www.selecthub.com/) \> Marketing Automation ![What is Marketing Automation?](https://www.selecthub.com/wp-content/uploads/2021/06/Marketing-Automation-Header.jpg) # What is Marketing Automation? ## Marketing Automation Helps You: * Automate your marketing process * Test email campaigns * Generate significant ROI * Improve lead nurturing * Increase customer retention ### Automate your marketing process What is marketing automation? Marketing automation is almost exactly what it sounds like: automating the marketing process via emails, alerts and targeted messaging campaigns. Typically, marketing automation can be envisioned as a series of workflow actions that guide leads towards conversion — all without any intervention on the marketers part. For example, here’s a simple funnel. Let’s say a user hits your landing page and downloads an e-book. You then fire off a thank you page that then thanks your user for downloading. By using their information, this triggers your [marketing automation software](https://www.selecthub.com/marketing-automation-software/) to send out a targeted email to that lead about a webinar you’re hosting (again, the keyword is targeted email). The lead signs up and watches the webinar and proceeds to put your product in their cart. Now you have a consistent contact for your CRM. But trouble strikes! Your lead abandons their shopping cart items. So what do you do? Your system automatically fires off a $5 off coupon in order to get them to convert. They make the sale, and your numbers go up. ### Test email campaigns Email is the bread and butter of a marketing automation funnel. But no two customers are exactly alike, and your email shouldn’t be either. Though it’s nigh impossible to send custom emails to everyone, most MA software allows for A/B testing to help you better segment and target the right lead. A/B testing (sometimes called split testing or bucket testing) is where you compare two or more things against one another to determine which one performs better. So, with A/B testing, users will often take small segments of their customer pool and fire off two different emails in order to gauge interest. Usually, this means checking open rates and link clicks. Testing the impact of your automated emails means a higher ROI since you already know whether or not they’re going to be valuable to the customer and return profits to your pocket. ### Generate significant ROI Automated marketing software is touted for its effectiveness and significant return on investment. And while it won’t work for everyone (because your business has unique needs), MA software can be adapted to meet most customers’ needs. How does it generate significant ROI though? Well, when you have a list of loyal subscribers, MA software does all the work of marketing for you — a kind of “set it and forget it” approach to your marketing process. It can turn an inactive list of subscribers into an active, converting and diligent list, freeing your team up to work on additional projects. ### Improve lead nurturing Lead nurturing is an essential part of the buyer’s journey. When you nurture a lead, you drip effective, useful and personalized content out in a way that encourages leads to stay engaged up until the point of conversion. You can probably see how automation software can play a role in this, right? When you’ve got a curated list of customers, you can send out scheduled content and hit your leads at the right time in their buyer’s journey. Lead nurturing can take an ordinary lead and turn them into highly qualified leads through a few methods: * Articles * Whitepapers * Webinars * E-learning content All sent automatically and without user intervention. ### Increase customer retention Customers don’t like being forgotten. One primary use of marketing automation is building and maintaining contact with user lists, ensuring past customers become repeat customers. Users of MA software can schedule weekly or monthly offers to their user lists, enticing them to convert again. After all, the best customers are your existing customers. ## FAQs ### Is My Business Ready for MA Software? MA software is a game-changer for a lot of businesses. The power of constant and consistent contact has been shown time and time again to be successful, but not all companies are at a stage where they’re ready for MA software. If your business has * Large, inactive emailing lists * An overworked marketing department * Room in the budget * Little to no repeat customers then your business might be ready for marketing automation. ### When Should I Invest in Marketing Automation? If you’ve got a steady stream of content coming down the pipe that you want to communicate to users, then you might want to start thinking about a new software purchase. There are a few additional factors to think about: * Are you tracking your leads? * Do you have a steady stream of content? * Are your leads highly qualified? * Is your content plan mapped out to the buyer’s journey? ### Can Marketing Automation Lose Customers? YES. Marketing automation can be good, or it can be bad, and I think we all know what bad marketing automation looks like: it’s constant, spammy emails that damage your brand’s reputation. It’s bombarding your site visitors with CTAs and signup windows. It’s not taking into account the direct needs of your clients and customers, and blasting out generic emails. Good automation takes into account the needs and wants of your customers from a number of different sources, and provides consistent value to them. The most effective marketing automation doesn’t just rely on email either. It takes advantage of a number of different communication channels to reach leads. ### How Do I Select a Marketing Automation Software? When you’re picking a marketing automation platform, there’s plenty of things to consider. First and foremost: your organization’s needs. No company has the same exact needs as the other, so there is no easy solution. Luckily, we’ve created [a tool that can help you shortlist your requirements](https://www.selecthub.com/requirementshub/), and you might do well to consult our [marketing automation requirements article](https://www.selecthub.com/marketing-automation/marketing-automation-requirements-and-features-list/) to get a general idea of your needs and wants. Once you’ve got your requirements down, you’ll have to start an RFP — and that’s a process in of itself. Luckily we’ve also got a guide for putting together [a marketing automation RFP](https://www.selecthub.com/marketing-automation/marketing-automation-rfp/). Read More ## Resources for Software Selection [Marketing Automation Software ](https://www.selecthub.com/c/marketing-automation-software/) [Marketing Automation Software Requirements Template ](https://pmo.selecthub.com/marketing-automation-requirements-template-site-vers/) [In-Depth Comparison Report ](https://pmo.selecthub.com/marketing-automation-analyst-report-site-vers/) **Pricing Guide** [CRM](https://www.selecthub.com/category/customer-relationship-management/) [Salesforce Automation](https://www.selecthub.com/category/sales-force-automation/) ## Most Popular Articles MA Popular Articles * [The Top 12 Marketing Automation Features & Requirements](https://www.selecthub.com/marketing-automation/marketing-automation-requirements-and-features-list/) * [The Best Campaign Management Software for 2026](https://www.selecthub.com/marketing-automation/crm-campaign-management-software/) * [The 5 Best Enterprise Email Marketing Platforms of 2026](https://www.selecthub.com/marketing-automation/best-enterprise-email-marketing-platforms/) * [The 5 Best Marketing Automation Platforms Comparison Guide](https://www.selecthub.com/marketing-automation/marketing-automation-comparison-guide/) * [Marketo vs Eloqua vs Hubspot: Who is the Winner?](https://www.selecthub.com/marketing-automation/marketo-and-eloqua-and-hubspot/) ## Recent Articles Recent MA Articles * ### [Email Marketing vs Marketing Automation: A Comparison of the Differences Between Them](https://www.selecthub.com/marketing-automation/email-marketing-or-marketing-automation-software/) * ### [The Best Campaign Management Software for 2026](https://www.selecthub.com/marketing-automation/crm-campaign-management-software/) * ### [Eloqua, Pardot and Marketo Competitors: Analysis of Top Alternatives](https://www.selecthub.com/marketing-automation/eloqua-pardot-marketo-competitors-alternatives/) * ### [Enterprise Marketing Automation vs Marketing Automation for Small Businesses](https://www.selecthub.com/marketing-automation/enterprise-marketing-automation-and-marketing-automation-for-smb/) * ### [Demand Generation vs Lead Generation: Comparison of the Difference Between Them](https://www.selecthub.com/marketing-automation/demand-generation-and-lead-generation/) [See More](#moreArticles) ## Confidence Comes from Data Marketing automation software selection is complex and beset with problems for both IT buyers and solution providers. **We do three things to make it fast and simple:** ### FREE Software Selection Platform Our platform provides best-practices, including requirements templates & vendor comparisons, to help you make the right decisions for your unique needs, in a fraction of the time. Try it FREE. [Start Selecting Software ](https://www.selecthub.com/about/start-free-selection-project-site/) ### Aggregated Reviews We have collected every software review available online, crunched every last word using our proprietary Sentiment Analysis algorithms, all so we can tell you how a software product is viewed in its marketplace, retrospectively. [Get Marketing Automation Software Reviews ](https://www.selecthub.com/c/marketing-automation-software/) ### Professional Analysis We relentlessly collect and analyze data about software, then compile and share it so every company in has the same access to the information. The information we gain is then used in our Software Selection platform to help you find the right software. [See Analyst’s Top Marketing Automation Software Picks ](https://www.selecthub.com/c/marketing-automation-software/) ## Your Guides Our industry journalists proudly distill the helpful information you read on SelectHub, always on the mission to share what matters to you can make your best decisions independently. Marketing automation articles are written and edited by: [ ](https://www.selecthub.com/author/zachary-totah/) ### Zachary Totah Content Manager As SelectHub’s Content Manager, Zachary Totah leads a team of more than 35 writers and editors in their quest to provide content that helps software buyers find the right system for their company. [ Show More](https://www.selecthub.com/author/zachary-totah/) [ ](https://www.selecthub.com/author/hunter-lowe/) ### Hunter Lowe Content Editor and Senior Market Analyst Hunter Lowe is a Content Editor and Senior Market Analyst at SelectHub. He writes content for Construction, Inventory, Warehouse, and Supply Chain Management. [ Show More](https://www.selecthub.com/author/hunter-lowe/) [ ](https://www.selecthub.com/author/camille-graham/) ### Camille Graham Technical Content Writer and Research Analyst A technical content writer and research analyst, Camille joined the SelectHub team in the summer of 2021. [ Show More](https://www.selecthub.com/author/camille-graham/) [ ](https://www.selecthub.com/author/divya-dugar/) ### Divya Dugar Market Analyst Divya Dugar is a Market Analyst at SelectHub. She writes content for ERP, Medical and Construction. [ Show More](https://www.selecthub.com/author/divya-dugar/) [ ](https://www.selecthub.com/author/hayleigh-breeze/) ### Hayleigh Breeze Technical Writer As one of SelectHub’s Technical Writers, Hayleigh researches and writes informational marketing and insurance content. [ Show More](https://www.selecthub.com/author/hayleigh-breeze/) ## Thought Leaders SelectHub has sought out and invited thought leaders to contribute to our marketing automation industry articles and resources. These thought leaders ensure we deliver quality content with the most accurate information, focusing on what matters most. No thought leader is compensated for their contributions, but shares our belief that information should be democratized so everyone can make the best decision. ![Ardath Albee]() ### Ardath Albee B2B Marketing Strategist and CEO Ardath Albee is a B2B Marketing Strategist and CEO of her firm, Marketing Interactions, Inc., who helps companies with complex sales [ Show More](#open-modal-1) [×](#modal-close "Close") ![Ardath Albee]() ### Ardath Albee B2B Marketing Strategist and CEO Ardath Albee is a B2B Marketing Strategist and CEO of her firm, Marketing Interactions, Inc., who helps companies with complex sales turn prospects into buyers and convince customers to stay with persona-driven content marketing strategies. Ardath is the author of Digital Relevance: Developing Marketing Content and Strategies that Drive Results and eMarketing Strategies for the Complex Sale. She is a frequent industry speaker and workshop leader, and you’ll often find her on the lists of the top B2B content marketing experts to follow. You’ll find her on Twitter @ardath421. ![Doug Kessler]() ### Doug Kessler Co-Founder and Creative Director, Velocity Partners Doug Kessler is co-founder and creative director of Velocity Partners, the London- and New York-based B2B content marketing agency (a Content Marketing Institute Agency of the Year). [ Show More](#open-modal-2) [×](#modal-close "Close") ![Doug Kessler]() ### Doug Kessler Co-Founder and Creative Director, Velocity Partners Doug Kessler is co-founder and creative director of Velocity Partners, the London- and New York-based B2B content marketing agency (a Content Marketing Institute Agency of the Year). Doug has written a lot about content marketing including the _B2B Content Strategy Checklist; Insane Honesty in Content Marketing; Crap: The Content Marketing Deluge; and A Stakeholder Through the Heart._ ![Andy Crestodina]() ### Andy Crestodina Co-Founder and CMO, Orbit Media Andy Crestodina is a co-founder and CMO of [Orbit Media](https://www.orbitmedia.com/), an award-winning 38-person digital agency in Chicago. [ Show More](#open-modal-3) [×](#modal-close "Close") ![Andy Crestodina]() ### Andy Crestodina Co-Founder and CMO, Orbit Media Andy Crestodina is a Co-Founder and CMO of [Orbit Media](https://www.orbitmedia.com/), an award-winning 38-person digital agency in Chicago. Over the past 18 years, Andy’s provided guidance to 1000+ businesses. He speaks at national marketing conferences, writes for big marketing blogs and hosts a little podcast. Andy has written hundreds of articles on content strategy, SEO, influencer marketing, conversion and Analytics. * Top 10 Online Marketing Experts, Forbes * Top 50 Marketing Influencer, Entrepreneur Magazine * Top 25 Content Marketers, Express Writers/Buzzsumo * Top 10 Social Media Influencers, Social Media Explorer He is also the author of [Content Chemistry: The Illustrated Handbook for Content Marketing.](https://www.orbitmedia.com/about/content-chemistry/) ![Bryan Eisenberg]() ### Bryan Eisenberg Co-Founder, BuyerLegends Bryan Eisenberg the co-founder of BuyerLegends and is the co-author of the Wall Street Journal & New York Times bestselling books “Call to Action”, “Waiting For Your Cat to Bark?”, “Always Be Testing” and “Buyer Legends: [ Show More](#open-modal-4) [×](#modal-close "Close") ![Bryan Eisenberg]() ### Bryan Eisenberg Co-Founder, BuyerLegends Companies routinely have Revenue Blind Spots that cost them 10-30% of their revenue. Optimization expert, Bryan Eisenberg and his brother Jeffrey have helped companies increase sales by over a billion dollars using their Persuasive Momentum framework. They coach and train hundreds of companies like Google, NBC Universal and Health Insurance Innovations. They help sell products as diverse as SaaS software, eyeglass frames, and pig sperm. They help you to anticipate what customers need and how to innovate, staying ahead of them. Bryan Eisenberg the co-founder of BuyerLegends and is the co-author of the Wall Street Journal & New York Times bestselling books “Call to Action”, “Waiting For Your Cat to Bark?”, “Always Be Testing” and "Buyer Legends: The Executive Storytellers Guide". Bryan has been the keynote speaker for Shop.org, Direct Marketing Association, E-consultancy, Microsoft, the Canadian Marketing Association and hundreds of other events across the globe. He is also the co-founder and Chairman Emeritus of the Web Analytics Association. Bryan serves as an advisory board member of several venture capital backed startup companies (ie. Bazaarvoice, Monetate, UserTesting.com, BoostMedia, Sightly, Runa etc.). Bryan, an award winning blogger and author, was recognized by eConsultancy members as one of the top 10 User Experience Gurus, a winner of the Marketing Edge's Rising Stars Awards and a member of the inaugural iMedia Top 25 Marketers. Bryan has been featured expert by The Wall Street Journal and the The New York Times and been quoted in Advertising Age, CNN, Forrester Research, Jupiter Research, Miami Herald, Publish, Internet Advertising Report (IAR), Chicago Business Tribune, Inc Magazine, Entrepreneur, Target Marketing, DM News, Microsoft’s bCentral, Smart Money & Internet Retailer for his thought leadership in the critical area of internet marketing and landing page optimization & online conversion rates. ![Kristin Connell]() ### Kristin Connell B2B Marketing Strategist and Director of Growth Strategy, Sojourn Solutions Kristin Connell is the Director of Growth Strategy at Sojourn Solutions, a leading marketing operations consultancy recognized on Inc. 5000’s list of Fastest-Growing Company in America in 2019. [ Show More](#open-modal-5) [×](#modal-close "Close") ![Kristin Connell]() ### Kristin Connell B2B Marketing Strategist and Director of Growth Strategy at Sojourn Solutions Kristin Connell is the Director of Growth Strategy at Sojourn Solutions, a leading marketing operations consultancy recognized on Inc. 5000's list of Fastest-Growing Company in America in 2019\. Over the past 15 years, Kristin's provided both strategic and hands-on help to hundreds of businesses like Nasdaq, PBS Kids, Quest Diagnostics, Siemens, Fifth Third Bank, and ADP. Kristin has been recognized by the industry and her peers as a Top Influencer in Marketing Automation, B2B Marketing Technology, and Sales Lead Management. Kristin is the founder of BC20 - an organization dedicated to advocating for youth heart health - and is a board member at Johnson County HeartSafe Foundation. ![Michael Leander]() ### Michael Leander Chief Executive Officer at [Markedu](https://markedu.com/) Michael Leander is the founder of [Markedu](https://markedu.com/) and an award winning speaker and trainer. Considered a pioneer and innovator in CRM [ Show More](#open-modal-6) [×](#modal-close "Close") ![Michael Leander]() ### Michael Leander Chief Executive Officer at [Markedu](https://markedu.com/) Michael Leander is the founder of [Markedu](https://markedu.com/) and an award winning speaker and trainer. Considered a pioneer and innovator in CRM, email marketing and marketing automation (martech), Michael Leander has helped 100’s of brands achieve outstanding ROI through data-driven marketing programs. His work has been referenced in over 500 academic papers and countless publications around the world. Hailing from one of the happiest nations in the world, Michael Leander is passionate about consulting, teaching and helping businesses in developing countries. Widely implemented marketing planning methodologies such as ABOA and AIDEA were developed by Mr. Leander. ## Most Recent Articles [Marketing Automation](https://www.selecthub.com/category/marketing-automation/) Almost every business uses email marketing to build and maintain relationships with prospects and customers. If you’re already using email marketing to reach out to a targeted audience and sustain a connection with the people who are most likely to buy your products or services, it may be time to take it to the next level. Marketing automation software tracks visitor activity throughout your domain so that you can encourage prospects to continue down your sales funnel. SelectHubEmail Marketing vs Marketing Automation: A Comparison of the Differences Between Them [read more](https://www.selecthub.com/marketing-automation/email-marketing-or-marketing-automation-software/) [Marketing Automation](https://www.selecthub.com/category/marketing-automation/) The best campaign management software helps you run engaging marketing campaigns across channels and measure performance so you know what works and where to focus your efforts. As part of a broader [marketing automation software](https://www.selecthub.com/c/marketing-automation-software/) suite, these tools act as the engine that powers your marketing. Pooja VermaThe Best Campaign Management Software for 2026 [read more](https://www.selecthub.com/marketing-automation/crm-campaign-management-software/) [Marketing Automation](https://www.selecthub.com/category/marketing-automation/) Businesses are evolving and so are their needs. With changing times, your business needs to adapt to various advancements — one of them being automation. [Marketing automation software](https://www.selecthub.com/marketing-automation-software/) is a necessity for businesses to eliminate mundane tasks, increase productivity and achieve better ROI. Popular solutions like [Eloqua](https://www.selecthub.com/marketing-automation-software/eloqua/), [Pardot](https://www.selecthub.com/marketing-automation-software/pardot/) and [Marketo](https://www.selecthub.com/marketing-automation-software/marketo/) may be top-of-the-line programs, but there are several strong competitors you should consider. Looking at alternatives helps understand a range of similar products and their features against your marketing requirements. We put together a list Eloqua, Pardot, and Marketo competitors to help you do just that. Pragya HaryaniEloqua, Pardot and Marketo Competitors: Analysis of Top Alternatives [read more](https://www.selecthub.com/marketing-automation/eloqua-pardot-marketo-competitors-alternatives/) [Marketing Automation](https://www.selecthub.com/category/marketing-automation/) Marketing is the lifeblood of any business, and tons of resources are dedicated to carrying out this function. Many of the tasks in marketing are repetitive and predictable regardless of the size of the business operations. These tasks may include basic functions such as scheduling email messages and social media posts, organizing the contacts directory and managing content. A feedback system and the ability to track customers’ activities as they move through the marketing funnel are some of the functions that have been automated to generate data that can be analyzed to measure the impact of marketing strategies. SelectHubEnterprise Marketing Automation vs Marketing Automation for Small Businesses [read more](https://www.selecthub.com/marketing-automation/enterprise-marketing-automation-and-marketing-automation-for-smb/) [Marketing Automation](https://www.selecthub.com/category/marketing-automation/) Demand generation vs lead generation — they’re not as opposed as the “vs” might have you think. Demand generation and lead generation are like peanut butter and jelly in the marketing and marketing automation world. They’re different (and tasty), but work well in tandem with one another, just like their legume and grape-based counterparts. And in the ever-changing industry of digital marketing and [marketing automation software](https://www.selecthub.com/marketing-automation-software/), these two concepts represent pillars of stability. Jason KellerDemand Generation vs Lead Generation: Comparison of the Difference Between Them [read more](https://www.selecthub.com/marketing-automation/demand-generation-and-lead-generation/) [Marketing Automation](https://www.selecthub.com/category/marketing-automation/) Email marketing is the best tool in [marketing automation software](https://www.selecthub.com/c/marketing-automation-software/)’s belt. Creating fun, informative and engaging email campaigns is one of an inbound marketer’s most effective methods for gathering leads and retaining customers. As such, a dynamic email service provider is key to the success of your email marketing. But which is the best enterprise email marketing software? Let’s take a look! Divya DugarThe 5 Best Enterprise Email Marketing Platforms of 2026 [read more](https://www.selecthub.com/marketing-automation/best-enterprise-email-marketing-platforms/) [Marketing Automation](https://www.selecthub.com/category/marketing-automation/) Running marketing campaigns for a business is definitely not easy — it calls for doing multiple tasks simultaneously and requires you to do certain tasks that accelerate your business on a daily basis. This is even more challenging for small businesses that run on tight budgets. The good news is, even small businesses can utilize [marketing automation software](https://www.selecthub.com/marketing-automation-software/) and perform efficiently without worrying about their budgets. Read on for more information about marketing automation for small businesses. Divya DugarThe 5 Best Marketing Automation Software for Small Business in 2026 [read more](https://www.selecthub.com/marketing-automation/marketing-automation-small-business/) [Marketing Automation](https://www.selecthub.com/category/marketing-automation/) Being a restaurateur means handling more roles than directors of Marvel films. Sometimes the end product opens to great reviews, and sometimes the response is less than ideal (looking at you “The Eternals”). Regardless of the initial reception, making your restaurant stand out from the crowd is a never-ending battle. Luckily, in the dot.com age, [marketing automation tools](https://www.selecthub.com/c/marketing-automation-software/) make all that responsibility juggling a bit easier. Here are our picks for the best marketing tools you can utilize to boost visibility and bookings. Christina George9 Must-Have Restaurant Marketing Tools In 2026 [read more](https://www.selecthub.com/marketing-automation/restaurant-marketing-tools/) [Marketing Automation](https://www.selecthub.com/category/marketing-automation/) Marketing is a tricky business. Among the many moving parts is email marketing, a central part of [marketing automation software](https://www.selecthub.com/marketing-automation-software/) and a key pillar in your strategy. Once you’re sure that your business needs an email marketing solution, it’s time to start searching – and that’s where things can get complicated. With plenty of choices and the unique features of each product, it’s difficult to zero in on one. To make the process easier, we’ve put together a detailed study of two of the best-known email marketing platforms, AWeber vs Mailchimp. Pritha BasuAWeber vs Mailchimp: Which Software is the Right One for You? [read more](https://www.selecthub.com/marketing-automation/aweber-and-mailchimp/) [Marketing Automation](https://www.selecthub.com/category/marketing-automation/) Choosing between two evenly matched [marketing automation tools](https://www.selecthub.com/c/marketing-automation-software/) can feel as precarious as picking your fantasy football team’s captain. Each option is quality, but there are plenty of what-ifs and outlying factors that could impact their performance (or non-performance). Like sizing up quarterbacks on DraftKings, our analysts have done a data dive into [Mailchimp](https://www.selecthub.com/p/marketing-automation-software/mailchimp/) vs. [Constant Contact](https://www.selecthub.com/p/marketing-automation-software/constant-contact/). We put these titans through an extensive head-to-head feature analysis, with Mailchimp narrowly claiming the grand prize! Buckle up as we dig into the details of how each tool performed. Christina GeorgeMailchimp vs Constant Contact: Which Tool is Best for You In 2026? [read more](https://www.selecthub.com/marketing-automation/mailchimp-and-constant-contact/) [Marketing Automation](https://www.selecthub.com/category/marketing-automation/) [Marketing automation platforms](https://www.selecthub.com/c/marketing-automation-software/) fuel the business marketing engine and propel it to success. They automate and track marketing workflows across multiple channels, working tirelessly to generate, nurture and convert leads into customers. However, finding the right solution is complicated and confusing, with many vendors claiming perfection. Our marketing automation platform comparison guide cuts through the noise and introduces you to the top five industry leaders’ features, benefits and limitations. Shweta JoshiThe 5 Best Marketing Automation Platforms Comparison Guide [read more](https://www.selecthub.com/marketing-automation/marketing-automation-comparison-guide/) [Marketing Automation](https://www.selecthub.com/category/marketing-automation/) There is perhaps no greater matchup in the world of [marketing automation](https://www.selecthub.com/marketing-automation-software/) software than [HubSpot](https://www.selecthub.com/marketing-automation-software/hubspot/) vs [Marketo](https://www.selecthub.com/marketing-automation-software/marketo/). Any reasonable person might look at this question — comparing two of the most well-known marketing automation platforms — and shrink away. Because _how could you_ compare the inbound marketing titan that is HubSpot to Adobe’s darling Marketo? Well, not only do we have an intuitive comparison report (found at the button below), but we’re also arming you with this guide, written from the heart, with love. Jason KellerHubSpot vs Marketo: Which is the Winner for Your Business? [read more](https://www.selecthub.com/marketing-automation/marketo-and-hubspot/) [Marketing Automation](https://www.selecthub.com/category/marketing-automation/) If you’re trying to compare [HubSpot](https://www.selecthub.com/marketing-automation-software/hubspot/) vs [Infusionsoft](https://www.selecthub.com/crm-software/infusionsoft/) by Keap — two heavyweights in the realm of [marketing automation software](https://www.selecthub.com/marketing-automation-software/) — then you certainly don’t want to go it alone. Powerful marketing automation tools like these two pretty pieces of software, naturally, do a lot of things in one package. So we’ve crunched the numbers, ran the tests, and pitted these two apps against one another so you can make the best, independent decision for your business. And if you need a bit of help? We’ve also got you covered with the link down below. Jason KellerHubSpot vs Infusionsoft: Which Product is the Winner? [read more](https://www.selecthub.com/marketing-automation/hubspot-and-infusionsoft/) [Marketing Automation](https://www.selecthub.com/category/marketing-automation/) As many vendor experts would point out, marketing automation is more than just “guided email”. It’s a complex, supportive system of lifecycle marketing assistance. Marketing automation brings together things like keyword handling, lead generation and email marketing customization with other components that help shepherd customers toward conversion, and bring more power to internal sales and management teams. Jason KellerMarketo vs Eloqua vs Hubspot: Who is the Winner? [read more](https://www.selecthub.com/marketing-automation/marketo-and-eloqua-and-hubspot/) [Marketing Automation](https://www.selecthub.com/category/marketing-automation/) Customer data platforms, or CDPs, are words you might have heard thrown around in [marketing automation](https://www.selecthub.com/category/marketing-automation/) discussions. And we know that marketing (especially on the automated front) is flush with data already. Yet, so much of that data remains worlds apart and disconnected from other strategic points of information. That’s where CDPs step in. We’ll take a dive into emerging technology and examine how these new data platforms assist marketers and marketing automation as a whole. We’ll also share a list of our top CDP products to kickstart your software evaluation. Pragya HaryaniWhat is a Customer Data Platform? Ultimate Guide [read more](https://www.selecthub.com/marketing-automation/customer-data-platform/) [Marketing Automation](https://www.selecthub.com/category/marketing-automation/) The year was 1991\. Marching through a busy office full of cubicles and pagers would never entail overhearing the words “marketing automation RFP.” Because, of course, there was no [marketing automation software](https://www.selecthub.com/c/marketing-automation-software/) to speak of. It was all done by hand. Then 1992 came along, and Unica — the world’s first marketing automation software — was released. An entire industry seemingly changed overnight. Christina GeorgeHow to Create an Effective Marketing Automation RFP [read more](https://www.selecthub.com/marketing-automation/marketing-automation-rfp/) [Marketing Automation](https://www.selecthub.com/category/marketing-automation/) From chatbots to big data, the marketing automation landscape looks more diverse and crowded every year. That’s why having a marketing automation strategy is less of a perk and now more of a requirement when it comes to owning a business. Customers come to your business through a multitude of channels. Tracking individual behaviors and engagement on each of these channels poses an enormous challenge, which is why the majority of companies are turning to [marketing automation software](https://www.selecthub.com/marketing-automation-software/) to collect, interpret and respond to consumer data in a way that encourages consistent movement through the sales funnel. Jason KellerUnderstanding the Marketing Automation Landscape [read more](https://www.selecthub.com/marketing-automation/what-does-the-marketing-automation-landscape-look-like/) [Marketing Automation](https://www.selecthub.com/category/marketing-automation/) If you’re a marketer, you’ve already got 99 things demanding your attention. Don’t let hunting for marketing automation software take you into triple-digit territory. As a one-time digital marketer, I understand how time-consuming it is to build a proper checklist for new software from piecemeal advice and Reddit threads. So, with a little help from our analyst team, I did the hard work for you. The following features checklist is a labor of love created from our analyst insights, marketer advice and SelectHub user data. Enjoy! Christina GeorgeThe Top 12 Marketing Automation Features & Requirements [read more](https://www.selecthub.com/marketing-automation/marketing-automation-requirements-and-features-list/) [Marketing Automation](https://www.selecthub.com/category/marketing-automation/) While there’s a bit of overlap between what B2C marketers do and what B2B marketers do, there are a lot of activities which are done [quite a bit differently](https://smallbusiness.chron.com/differences-between-b2c-b2b-business-systems-39922.html). For instance, the buying cycle is generally much longer in B2B marketing. Customers typically have to jump through many more hoops to get approval to buy, and you can lose a customer for factors completely outside your control — such as when a new person takes over procurement and already has an established relationship with one of your competitors. SelectHubHow to Select the Best Marketing Automation Software for B2B Marketers [read more](https://www.selecthub.com/marketing-automation/select-best-marketing-automation-software-b2b-marketers/) ### Marketing Automation Sidebar #### Marketing Automation Software Pricing Guide for 2026 See the **Price/User** for the top Marketing Automation Software... plus the most important considerations and questions to ask. **Get Pricing Guide** [ **Compare Top Marketing Automation Software Leaders** Pricing, Ratings, and Reviews for each Vendor. PLUS… Access to our online selection platform for free. ![Marketing Automation Software](https://www.selecthub.com/wp-content/uploads/2021/02/MarketingAutomation-2021.png) ](https://pmo.selecthub.com/marketing-automation-analyst-report-site-vers/) [ **Requirements Template for Marketing Automation Software** Jump-start your selection project with a free, pre-built, customizable Marketing Automation Tools requirements template. ](https://pmo.selecthub.com/marketing-automation-requirements-template-site-vers/) #### **See the Marketing Automation Leaders and Get:** [ Marketing Automation Demos](https://www.selecthub.com/c/marketing-automation-software/) [ Price Quotes on Marketing Automation Software](https://www.selecthub.com/c/marketing-automation-software/) ```json {"@context":"https://schema.org","@graph":[{"@type":"CollectionPage","@id":"https://www.selecthub.com/category/marketing-automation/","url":"https://www.selecthub.com/category/marketing-automation/","name":"What is Marketing Automation? 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