Marketing Automation Software Comparison

SelectHub is real people helping you find the best marketing automation software tools for your unique business needs while recognizing the true platform leaders who help make your decisions possible.

Marketing Automation Software Buyer's Guide

Last updated on June 4th, 2019

The Best Marketing Automation Software is All About Efficiently Augmenting Marketing and Sales Teams

Augmenting your business capabilities with software is essential, but it isn't always easy to get started. In addition to facing tough choices about overcoming the problems with automation and integrating it with existing CRM frameworks, you also have to choose the best tools to support growth. With so many different marketing automation platforms on the market, comparing them all can be a task within itself.

This guide will explain the basic functionality of marketing automation software and suggest some core features buyers should expect from their purchase. We’ll walk you through the steps to take when preparing to buy a platform and give you some tools and recommendations to help you in the software selection process.

Executive Summary

  • The goal of automated marketing software is to streamline the marketing process directly into the sales process
  • Marketing automation tools convert prospects to customers by offering them highly personalized experiences and content
  • This software organizes marketing and nurturing tasks as well as promotes department collaboration, improved conversion rates, retention and ROI
  • The most popular features are: email automation, lead nurturing, campaign tracking, customer tracking, cloud-based deployment and access for multiple users.
  • When selecting software, it’s important to set out parameters for your needs from marketing automation tools. You should start by identifying the core requirements that your organization will utilize most heavily. Then, explore some advanced benefits — it might offer a competitive advantage in your field.

Benefits

Marketing automation software offers multi-channel abilities. It allows teams to create targeted campaigns, segment leads, collaborate with sales teams and generally improve their strategy. It's often confused for customer relationship management (CRM) software, but the two perform slightly different functions.

The goal of automated software is to streamline the marketing process directly into the sales process. Marketers can utilize this technology to plan, coordinate, manage and measure campaigns and ROI from those campaigns. Automated marketing tools also automate repetitive tasks like batch emailing to free up teams’ time and creative energy for other activities.

Marketing automation platforms help convert prospects to customers by offering them highly personalized experiences and content. Leads are managed via generation, scoring, nurturing and segmenting to ensure reps are always aware of where a lead is in the sales pipeline and how highly qualified they are. This helps your employees always target the right lead at the right time for conversion. Marketers who consistently make data-driven decisions are significantly more likely to generate better customer engagement and loyalty.

Many online marketing platforms offer analytical insights that help users track customer behavior in order to respond with decisive action. This helps shorten the sales cycle significantly, improving ROI and general sales performance. Many include options for automating emails like automated responders, email templates and drip emailing.

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Implementation Goals

Your goals for marketing automation platforms are likely to be unique, so it's imperative that your software includes the specific benefits you need to reach them. By clearly defining your goals before you start looking at different 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.

Goal 1
Create better, more targeted marketing campaigns
Creating better campaigns is easy with marketing automation platforms. Tools gather customer data from a range of sources including email campaigns, social media and website clicks. With this information, users can create highly personalized campaigns to draw in highly qualified leads and deliver your product or service to the people who want it.
Goal 2
Track leads to better nurture them
Marketing automation tools track and segment leads to categorize them for the benefit of the team. They are also tracked as they progress through the sales pipeline. This makes them much easier to nurture long-term and fosters a trusting relationship with your brand.
Goal 3
Automate repetitive tasks
Automating menial tasks takes the legwork out of marketing and makes the whole team more efficient. When both sales and marketing teams can view lead positions within the sales pipeline, it becomes second nature to work together to turn leads into lifelong customers.
Goal 4
Align sales and marketing goals for long-term customer relationships
When every task is organized and your teams are collaborating, customers are never bounced from department to department or harassed with too many communications. This promotes a positive relationship between your brand and your clients.
Goal 5
Improve ROI

The combination of all these factors means you’re likely to see improvement in sales, conversion, retention and ROI.

Marketing Automation Platforms Report

Expert recommendations and analysis on the top Marketing Automation tools

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Basic Marketing Automation Platform Features and Functionality

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 many similarities between competing digital 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 tasks.

Here are some of the most common marketing automation software features:

Lead Management Includes lead filters, capturing, nurturing, scoring, customizable qualifiers and more. Marketers and sales reps can view the same information within the platform to track and monitor opportunities.
CRM Integration Seamless integration with a CRM allows users to import customer history and other important client data to make the client experience as streamlined and personalized as possible.
Campaign Management Creating and managing campaigns is the core of these online tools. Integrated marketing tools include campaign automation, multiple asset assignment and collaboration are all crucial elements of this feature.
Automated Email Marketing Arguably the most valuable channel for marketing campaigns, online email capabilities are vital. Users can create templates, send batch emails, track customer engagement and more.

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 tools that fulfills the functions you need, 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 goals.

Marketing Automation Tools Report

Expert recommendations and analysis on the top platforms

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Advanced Features to Consider

From our research with hundreds of software tool owners and managers, all looking for the best marketing automation tools, we gained the unique knowledge of what software is being selected and which features buyers wanted. Below are features that were most frequently sought out by buyers.

Cloud-Based Users want the flexibility, low cost and versatility of cloud software tools
Email Automation Tools Automating a variety of automated emailing processes including batch email sending, drip email marketing and tracking engagement with those emails is a crucial part of functionality
Lead Nurturing Lead nurturing includes everything from capturing a lead to marketing funnel automation and guiding them along the sales pipeline to building a lasting relationship
Campaign Tracking Marketing automation platforms should offer tracking features for user engagement with campaigns, campaign ROI and other key features to help guide future campaigns
Customer Tracking Users should also be able to track useful information about their customers’ interests, buying habits and other behavior in order to more accurately personalize their experience with your brand
Multiple Users Useful marketing automation tools offers access to multiple users across departments to create a cohesive, collaborative team experience

Each of these features offers unique abilities to your enterprise or small business, so it’s important to know which are right for you. Comparing vendors can be overwhelming, especially when they’re all going to offer similar functionality. To find out how different vendors score for specific requirements, check out our software platforms comparison report.

Marketing Automation Platforms Report

Expert recommendations and analysis on the top Marketing Automation tools

Get free access now

Before You Buy

Quantify the Advantages of Each Tool

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 other business software tools, 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 software tools 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 implementation, so they ought to figure into your initial comparisons too. For instance, only 11 percent of respondents in 2015 said they thought software tools were too costly, but if you don't want to find yourself becoming a part of that small-yet-disgruntled segment, you'll make marketing automation software 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
  • 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 platform that's ripe for fine-tuning.

Don't just settle for whichever software tools 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 tools 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 platforms can provide solutions.

Marketing automation was a $1.8 billion industry in 2015, and is expected to be worth 25.1 billion by 2023. 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 requirements template or similar tool to narrow things down and focus your search.

SelectHub’s List of Marketing Tools

Of course, no automation comparison guide would be complete without an introduction to some of the most popular companies on the market. While we can’t choose services for you, we can give you a list of the most frequently chosen vendors of the past year as detailed at the top of this page.

Marketing Automation Software Report

Expert recommendations and analysis on the top software tools

Get free access now

Questions to Ask Your Organization

  • What are some short-term goals you hope to achieve with marketing automation tools?
  • What are some long-term goals you hope to achieve with the software platform?
  • What are your current KPIs, and how can you use them within your marketing automation software to show each department’s value?
  • What deployment best fits your organization’s needs?
  • What kind of reporting capabilities do you need? Do they need to be customizable?
  • How many contacts do you need to store within the database?
  • Do you anticipate growth in your organization? Can this software tool scale with you?

Questions to Ask Marketing Automation Software Companies

  • Does this product support social media plugins?
  • What apps does this product integrate with?
  • What kind of support can they offer you?
  • How customizable is this software tool?
  • Does this product offer mobile capabilities?
  • How long does implementation take?
  • Is it easy to add additional users?
  • Is employee training with the software included in the price? For how long?
  • Can additional features be added after implementation?
  • How often are new features or updates applied to this product?

The Final Word

Marketing automation software platforms are the ultimate solution for working smarter, not harder. It is designed to improve campaign targeting and lead segmentation to empower teams. This kind of software tool also promotes alignment between sales, marketing and management teams to improve efficiency and communication within your organization. Finally, automation aims to streamline overall pipeline flow, improve customer retention and deliver significant ROI for your business.

There are thousands of different types of marketing automation platforms out there, and some are even free to try. Make sure to ask for free trials and demos when you speak with sales reps to make sure you have explored all your options. Learn more about what might work best for you by requesting a free report.

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Marketing Automation Software

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Marketo

User Satisfaction:
n/a

Marketo is a platform that offers numerous integrated features, all of which are industry standard and fine-tuned for users of varying knowledge levels. With powerful built-in features such as search marketing, landing page building, social media, analytics, SEO optimization, email automation and more, users of this product can gain powerful automation features to optimize their efforts.

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Pardot

User Satisfaction:
84%

Pardot is a tool from the award-winning company SalesForce. Pardot comes with a powerful set of features to help achieve alignment and meet KPI goals. The software comes equipped with automation features like lead management, automated email, analytics, landing page generation, lead generation and more. Insights generated by AI help augment the user experience with robust data and performance checks.

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Act-On

User Satisfaction:
90%

Established in 2008, Act-On is a comprehensive platform that offers marketing professionals all the standard features in an automation tool, alongside several other unique features.Sophisticated email automation, landing page construction, analytics, automated campaigns, useful templates, and social channels are just some of the features that are available to users. This product is ideal for medium to large enterprises, especially those that have dedicated marketing departments.

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SalesFusion

User Satisfaction:
97%

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 activities, you can launch and manage campaigns with less manual effort and understand which tactics are the most effective.

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Net-Results

User Satisfaction:
80%

Net-Results enables you to leverage all that your organization knows about a prospect, easily and quickly, to determine what to say next and how to say it. Net-Results is the world's first relevance platform, built from the ground up to help you leverage relevance at scale.

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HubSpot Workflows

User Satisfaction:
92%

HubSpot is a popular platform known for its inbound techniques. It offers funnel automation features, lead targeting features, analytics reporting, email templates and more. This product empowers businesses with timeline segmentation, giving users an overview of their prospect’s journey from the attraction stage to closing.

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Bpm'online

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A holistic multichannel marketing management software powered by out-of-the-box best practice processes delivering demand generation excellence.

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eTrigue

User Satisfaction:
89%

ETrigue DemandCenter is an automation tool aimed at small to medium-sized teams. The product offers a bevy of standard MA features that marketers have come to expect of their tools, as well as several unique features that the eTrigue corporation brings to the automation landscape.Features include sophisticated campaign building, email marketing, analytics, landing page construction and more. The product also comes with its “campaign in a box”, which serves as a complete, full-execution campaign for six to 12-month operations.

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emfluence

User Satisfaction:
90%

The emfluence marketing automation platform is so intuitive, you'll swear it was built just for you. Routinely earns marks from its users as one of the quickest to learn and most user-responsive tools on the market today, with support requests averaging a close time that’s five times faster than the industry average. Featuring drag-and-drop email editors and automated campaign builders, simple social media scheduling, manageable landing pages and forms, analytics reporting, website tracking, surveys, and modals, the platform offers tools for B2B and B2C clients alike. Supporting digital marketers around the globe since 2003.

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bpm online CRM

User Satisfaction:
100%

Bpm’online CRM is the most agile platform for midsize and large enterprises to accelerate sales, marketing, service and operations. This platform helps to align data, processes, and teams enabling them to better connect with digital native customers and rapidly adapt. Provides its customers with comprehensive full-fledged applications that can be deployed as standalone products, or as a bundle on a single platform.

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SugarCRM

User Satisfaction:
100%

SugarCRM is a leading solution focused exclusively on customer relationship management. Helps you understand who your customers are and how your company is performing. Enables businesses to create extraordinary customer relationships with an innovative and affordable customer relationship management solution.

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Experiture

User Satisfaction:
96%

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

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Mothernode CRM

User Satisfaction:
92%

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 system 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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LeadMaster CRM

User Satisfaction:
91%

Get an all-in-one CRM, sales and marketing tool that fits the needs of your business. Can work together with your sales team to deliver your ultimate objective – more sales for your business. Whenever your team has any interaction with a lead or a customer, they will have all the information that they need at their fingertips – past orders, contact information, proposal details, social information etc.

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Salesforce

User Satisfaction:
80%

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

User Satisfaction:
60%

NetSuite CRM+ software is the only cloud solution that delivers a real-time 360-degree view of your customer. 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. Delivers quotes, order management, commissions, sales forecasting and integrated Ecommerce capabilities.

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Call SelectHub for a free 15-minute selection analysis: 1-855-850-3850

Mothernode CRM (Marketer Edition)

User Satisfaction:
n/a

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 system 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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Solutions Metrix

User Satisfaction:
n/a

Allows companies to develop and easily integrate their client process while maintaining and developing even more profitable customer relationships.

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Infor + Marketo

User Satisfaction:
n/a

Infor and Marketo are changing the game to deliver broad, seamless digital engagement solutions to power the engagement economy. The strategic partnership brings together the best of innovation, experience, industry expertise, and beautiful design to supercharge your customer experience strategy.

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Kloudville CRM

User Satisfaction:
n/a

Kloudville’s go-to-market strategy is to help run any business of any size with a complete and comprehensive set of Business Applications (Business 360 Apps) that offers full operational management capabilities. Provides an Omni-channel, Enterprise grade, Digital commerce platform that brings together all key facets of e-CRM, e-commerce and ERP functions under a SaaS platform. Scalable (as the growth demands), secure and maintenance-free. Cloud-based business- process-centric environment supports any business context operations engaged in buying and selling of goods and services.

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FunnelMaker

User Satisfaction:
n/a

With FunnelMaker you have hundreds of built in capabilities, so you don’t have to waste time pushing and pulling data back and forth between systems. It eliminates the ongoing expense of bolt on solutions most businesses need to complete their sales and marketing processes, like email campaigns, drip campaigns, text broadcasting, e-commerce, video tracking and automation, web analytics, workflow and so much more. Automatically logs every inbound and outbound call, every inbound and outbound email, every click, forward and read for email broadcasts and logs all website and landing page traffic.

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Infusionsoft

User Satisfaction:
81%

Infusionsoft by Keap is a comprehensive software platform designed to help small businesses save time and grow revenue. Rated as a top sales product for SMBs in 2019, this vendor brings automation and organization to sales and marketing activities. The available toolkit allows small businesses to gain extensive control over their efforts to help form personal, lasting connections with their customers. This product is suitable for individual business owners or small teams looking to scale and handle an increasing task load. The implementation includes a required kickstart package (available in three different price tiers) that helps users get set up with the program and positions them for success.

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Plumb5

User Satisfaction:
100%

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 silos.

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INBOX25

User Satisfaction:
100%

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

User Satisfaction:
100%

ThriveHive helps small business owners realize their dreams through Guided Marketing; a data-driven approach for small businesses. Includes a search-optimized website, a platform, a customized plan, real-time analytics, and expert guidance.

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Influitive

User Satisfaction:
97%

AdvocateHub helps B2B marketers capture customer enthusiasm and use it to turbocharge marketing and sales efforts. 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. Proactively suggests referral names from your advocates’ social networks, which they can submit with just a few clicks.

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Eloqua10

User Satisfaction:
96%

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

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ActiveDEMAND

User Satisfaction:
96%

ActiveDEMAND is an integrated marketing automation platform. Enables marketers, agencies and businesses to supercharge their efforts through streamlined campaign management, campaign recipes and attribution reporting while integrating with many other applications.

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ActiveCampaign

User Satisfaction:
95%

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

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Autopilot

User Satisfaction:
95%

Autopilot is a piece of email automation and marketing software that assists customers in setting up automated campaigns and curated emailing lists, alongside other essential features. The system is ideal for companies of any size and budget. The solution provides standard marketing features such as email marketing, landing page building, lead scoring and more. There are also a number of unique features such as survey collection and countless integrations.

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Lead Liaison

User Satisfaction:
95%

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

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Marin

User Satisfaction:
93%

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

User Satisfaction:
93%

HubSpot is a popular platform known for its inbound techniques. It offers funnel automation features, lead targeting features, analytics reporting, email templates and more. This product empowers businesses with timeline segmentation, giving users an overview of their prospect’s journey from the attraction stage to closing.

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CommuniGator

User Satisfaction:
93%

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 activities,

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Hatchbuck

User Satisfaction:
92%

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 software.

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Ontraport

User Satisfaction:
91%

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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PLATFORMS

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PRICEDEMO

Pricing & Cost Guide

See the Price/User for the top marketing automation tools… plus the most important considerations and questions to ask when shopping for software.

Real People... with Data

We know selecting software can be overwhelming. You have a lot on the line and we want you to make your project a success, avoiding the pitfalls we see far too often.

As you get started with us, whether it be with Software Requirements templates, Comparing, Shortlisting Vendors or obtaining that elusive Pricing you need; know that we are here for you.

Our Market Research Analysts will take calls, and in 10 minutes, take your basic requirements and recommend you a shortlist to start with.