--- title: The Top 12 Marketing Automation Features & Requirements --- # The Top 12 Marketing Automation Features & Requirements Last Reviewed: March 9, 2026 14 min read [2 comments](https://www.selecthub.com/marketing-automation/marketing-automation-requirements-and-features-list/#comments) [ ![Christina George](https://www.selecthub.com/wp-content/uploads/2024/03/cropped-Christina-Headshot-96x96.png) ](https://www.selecthub.com/author/christina-george/) [Written by Christina George](https://www.selecthub.com/author/christina-george/) Technical Content Writer [ ![Dianna Dragonetti](https://www.selecthub.com/wp-content/uploads/2024/02/cropped-Dianna-Headshot-96x96.jpg) ](https://www.selecthub.com/author/dianna-dragonetti/) [Edited by Dianna Dragonetti](https://www.selecthub.com/author/dianna-dragonetti/) Content Editor [ ![Joan Akash](https://www.selecthub.com/wp-content/uploads/2024/02/cropped-Joan-Akash-96x96.png) ](https://www.selecthub.com/author/joan-akash/) [Technical Research by Joan Akash](https://www.selecthub.com/author/joan-akash/) Senior Analyst [ ![Samuel Huang](https://www.selecthub.com/wp-content/uploads/2024/12/Samuel-Huang-96x96.jpg) ](https://www.selecthub.com/author/samuel-huang/) [Contributions by Samuel Huang](https://www.selecthub.com/author/samuel-huang/) Expert Contributor Table of Contents Explore the Marketing Automation Hub What's your top priority today? * [Learn](#) * [What Is Marketing Automation?](https://www.selecthub.com/category/marketing-automation/) * [Email Marketing vs. Marketing Automation](https://www.selecthub.com/marketing-automation/email-marketing-or-marketing-automation-software/) * [Plan](#) * Marketing Automation Features * [Top Marketing Automation Features & Requirements](#Top%5FMarketing%5FAutomation%5FFeatures%5FRequirements) * [1\. Lead Generation](#1%5FLead%5FGeneration) * [2\. Lead Management](#2%5FLead%5FManagement) * [3\. Lead Nurturing](#3%5FLead%5FNurturing) * [4\. Email Campaign Management](#4%5FEmail%5FCampaign%5FManagement) * [5\. Social Media Campaign Management](#5%5FSocial%5FMedia%5FCampaign%5FManagement) * [6\. Text Campaign Management](#6%5FText%5FCampaign%5FManagement) * [7\. Campaign Management](#7%5FCampaign%5FManagement) * [8\. Dashboard and Reporting](#8%5FDashboard%5Fand%5FReporting) * [9\. Mobile Capabilities](#9%5FMobile%5FCapabilities) * [10\. Platform Capabilities](#10%5FPlatform%5FCapabilities) * [11\. AI-Based Capabilities](#11%5FAI-Based%5FCapabilities) * [12\. Compliance and Security](#12%5FCompliance%5Fand%5FSecurity) * [Top Features Users Prioritize](#Top%5FFeatures%5FUsers%5FPrioritize) * [Next Steps](#Next%5FSteps) * [Marketing Automation RFP](https://www.selecthub.com/marketing-automation/marketing-automation-rfp/) * [Compare](#) * [Best Marketing Automation Platforms](https://www.selecthub.com/marketing-automation/marketing-automation-comparison-guide/) * [Best Marketing Automation Software for SMBs](https://www.selecthub.com/marketing-automation/marketing-automation-small-business/) * [Best Enterprise Email Marketing Platforms](https://www.selecthub.com/marketing-automation/best-enterprise-email-marketing-platforms/) * [Best Campaign Management Software](https://www.selecthub.com/marketing-automation/crm-campaign-management-software/) * [Mailchimp vs. Constant Contact](https://www.selecthub.com/marketing-automation/mailchimp-and-constant-contact/) * [HubSpot vs. Marketo](https://www.selecthub.com/marketing-automation/marketo-and-hubspot/) 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! [Get our Marketing Automation Software Requirements Template](https://pmo.selecthub.com/marketing-automation-requirements-template-site-vers/) Here’s what you’ll get from this post: * A handy checklist to ensure you don’t miss any essentials. * A free marketing automation software requirements template to get started. * Tips from experts and users to help you get the most out of your requirements-gathering process. We’ve onboarded over 100,000 users into our software selection platform. This has given us a wealth of insights into their usage patterns based on industry, company size and user persona. By leveraging this data, we’ve identified key features you should consider to minimize the risk of selecting the wrong software. Our goal is to empower you to benefit from the collective experience of your peers who’ve embarked on the same journey before you. ![Marketing Automation software requirements project interface in SelectHub Express App]() Create a custom marketing automation requirements checklist to find the right fit for your business needs. ## Top Marketing Automation Features & Requirements [Lead Generation](#group%5F366) Capture lead data with custom-built A/B tested forms. Track visitor web activity with cookies. Create and share surveys, sweepstakes, webinars and blog posts. [Learn more](#1%5FLead%5FGeneration) [Lead Management](#group%5F211) Build and maintain a centralized, searchable contact database. Set lead assignment, scoring and qualification rules. Track lead sources and progress and add tags as identifiers. [Learn more](#2%5FLead%5FManagement) [Lead Nurturing](#group%5F582) Create customer journeys using pre-built templates and a drag-and-drop builder. Optimize communication with follow-up journey-based ad campaigns and track ad performance. [Learn more](#3%5FLead%5FNurturing) [Text Campaign Management](#group%5F458) Create scheduled text and WhatsApp campaigns with automated follow-ups and personalized messages. Ensure deliverability and track click-through and open rates. [Learn more](#6%5FText%5FCampaign%5FManagement) [Campaign Management](#group%5F430) Create landing pages with dynamic content using a drag-and-drop editor, WYSIWYG editor or templates. Add CTA buttons, snippets, geotracking and SEO to landing pages and your website. Put up PPC ads, embed video content for campaigns and track ads on Google and Bing. [Learn more](#7%5FCampaign%5FManagement) [Mobile Capabilities](#group%5F593) Use a native mobile app to create landing pages and campaigns and track metrics. Access and update contact information offline and scan business cards. [Learn more](#9%5FMobile%5FCapabilities) [Dashboard and Reporting](#group%5F579) View performance metrics and KPIs with drill-down capabilities on the dashboard. Visualize data into charts like bar, line, funnel, table, column, donut, pie and area emails, lead communication templates and a timeline view of past interactions. [Learn more](#8%5FDashboard%5Fand%5FReporting) [Email Campaign Management](#group%5F437) Build email campaigns with a drag-and-drop email builder, HTML editor and customizable templates. Automate drip email campaigns and autoresponders and test and preview emails. Check email deliverability, performance analytics and campaign timelines. [Learn more](#4%5FEmail%5FCampaign%5FManagement) [Social Media Management](#group%5F551) Publish and schedule posts to social media platforms, monitor social media conversations and view metrics like engagement and clicks. Run ads and heat maps. Generate and schedule custom reports and access customer analytics. [Learn more](#5%5FSocial%5FMedia%5FCampaign%5FManagement) [AI-Based Capabilities](#group%5F317) Use AI-based recommendations for targeting, content and send times. Segment audiences, score leads and communicate via chatbots using AI. [Learn more](#11%5FAI-Based%5FCapabilities) [Platform Capabilities](#group%5F129) Store documents in a centralized repository and connect all emails to a unified inbox. Create a custom web and email domain name. Build workflows, configure alerts and notifications and define role-based permissions. [Learn more](#10%5FPlatform%5FCapabilities) [Compliance and Data Security](#group%5F896) Comply with GDPR and CCPA regulations. Maintain an audit trail and protect user data with SSO, two-factor authentication and data encryption. [Learn more](#12%5FCompliance%5Fand%5FSecurity) We’ve analyzed standard marketing automation functions and compiled them into this requirements checklist. You can use this guide as a template for deciding what your business needs from its next system. ![Marketing automation software features checklist]() ### 1\. Lead Generation Putting out a net and seeing what you catch is part and parcel of the lead generation game. Build forms using a drag-and-drop custom builder with dynamic auto-filled forms and different types like pop-up, lightbox, sign-up and referral forms. Do your due diligence with form previews and A/B testing. Track anonymous visitors using their IP address and cookies with IP and country-based filters. Attract and generate leads by creating surveys, sweepstakes, giveaways, gated content, webinars and managing online and offline events to collect lead data. Include lead source information and further profiling details on contact cards associated with each lead. ![Form customization interface in Marketo with options to edit theme and custom CSS settings]() Form builder in Marketo. ### 2\. Lead Management Getting leads is one thing, but storing and managing them is quite another. First thing’s first: you’ll need to build and maintain a searchable contact database. Set up rules to qualify and score leads and assign them to sales reps based on their stage, regardless of whether they’re manually added or imported. Track lead sources and their journey through the pipeline by defining lead stages, qualifying leads and adding tags to contacts. Optimize campaigns by segmenting leads based on their campaign activity, purchase history, location, sign-up source and engagement with content. Detect and delete duplicate leads to keep reporting accurate. ![Marketo's Intelligent Nurturing feature displaying two automated email streams: Prospect Stream and Customer Stream, with scheduled content and transition rules]() Intelligent Lead Nurturing Workflows in Marketo. ### 3\. Lead Nurturing Like orchids, leads are delicate and need to be nurtured. In marketing automation software terms, that means creating and editing buyer personas based on behavioral patterns and using that to build customer journeys with templates and a drag-and-drop builder. Keep lines of communication open with your interaction history with the lead, communication templates and automated follow-ups. ![Mailchimp workflow showing automated emails, delays, and conditions]() An example of Mailchimp’s drag-and-drop customer journey builder. ### 4\. Email Campaign Management Email campaigns are the definition of low-risk and high-reward. With a [ROI of $36 for every $1 spent](https://www.litmus.com/blog/infographic-the-roi-of-email-marketing), investing in a robust email marketing strategy and campaign execution just makes sense. Interact with your consumers through personalized messages that increase engagement and customer retention using a drag-and-drop builder, templates and HTML editor. Send pre-scheduled, follow-up, educational and promotional emails and drip campaigns. Improve your campaigns with A/B and multivariate testing, email previews and email deliverability. Set up triggers for autoresponders and an RSS feed. Optimize future campaigns with performance insights and analytics and a timeline view of each campaign. ![Constant Contact email automation sequence with triggers and delays]() Email campaign flow with triggers, schedules and reports overview with Constant Contact. [Get our Marketing Automation Software Requirements Template](https://pmo.selecthub.com/marketing-automation-requirements-template-site-vers/) ### 5\. Social Media Campaign Management In the age of influencers and minute marketing, hitting the social media brief isn’t just a want, it’s a need. Create, schedule, publish and respond to social media posts on different social media platforms through a centralized hub. But, effective social media marketing strategies go far beyond just posting and responding to social media posts. Stay on top of your brand’s vibe with [social listening](https://blog.hootsuite.com/social-listening-business/), tracking each brand mention — positive or negative — and creating and implementing an appropriate response strategy. Create and run ads and track their performance using metrics like clicks, impressions, likes and views. ![Terminus campaign creation screen with LinkedIn Audiences option]() Managing social media campaigns with Terminus. Create customer journeys and behavioral retargeting advertisements based on interaction and interest in similar products and services and actively engage, convince and convert customers at each stage of the funnel. ### 6\. Text Campaign Management Like it or not, we’re all on our phones pretty much 24/7\. That well-timed text could be exactly what it takes to [boost your clicks and conversions](https://www.forbes.com/councils/forbesbusinesscouncil/2023/11/10/why-strategic-sms-marketing-matters/). Segment your audience and preference for receiving text messages by analyzing customer data and create highly targeted and personalized text messages scheduled at a preferable time to drive more engagement. Refine your strategies and get better performance over time by tracking key metrics like delivery, open, click-through and conversion rates. ![SendPulse SMS campaign creation screen with message preview]() Creating SMS campaigns in SendPulse. [Source](https://sendpulse.com/features/sms) ### 7\. Campaign Management Streamline your campaigns using marketing automation tools. Plan, design and create associated assets (messages, images, videos, documents and more) and schedule, execute, track and analyze campaigns on a single channel. Optimize performance by customizing the same campaign according to different marketing channel benchmarks. Create landing pages using a drag-and-drop builder and dynamic content. Build and embed custom CTA buttons into landing pages, emails, websites and microsites. Additionally, search engine optimization (SEO) is a great value add-on to increase site visibility and better ranking on search engine results pages (SERPs). Segment audiences based on their behavior and tailor campaign variables for better performance and results. ![HubSpot email sequence setup with scheduled follow-ups]() Creating multi-channel campaign workflow in HubSpot. Get detailed insights into campaign performance with campaign-level analytics so you can optimize them for better conversions. You can also track [multi-touch attribution](https://www.nielsen.com/insights/2019/methods-models-a-guide-to-multi-touch-attribution/) to identify the channels and campaigns that convert the most and focus more on them. [Get our Marketing Automation Software Requirements Template](https://pmo.selecthub.com/marketing-automation-requirements-template-site-vers/) ### 8\. Dashboard and Reporting You can’t fix the problem if you don’t know what it is (or replicate success, for that matter). Visual dashboards and comprehensive reporting tools give you an x-ray view of your marketing performance. Use widget-based, customizable dashboards to monitor marketing operations, activities, tasks, campaigns, and team and campaign performance. Generate reports ranging from email marketing to SEO, search engine marketing (SEM), content marketing, eCommerce marketing, text campaigns and webform analytics. Use pre-built report templates or customize reports using filters and set up scheduled reports. ![HubSpot Marketing Analytics Dashboard showing lead sources and sessions]() Marketing analytics dashboard in HubSpot. [Get our Marketing Automation Software Requirements Template](https://pmo.selecthub.com/marketing-automation-requirements-template-site-vers/) ### 9\. Mobile Capabilities Chances are, you’re reading this article from your mobile phone. According to [Pew Research](https://www.pewresearch.org/internet/fact-sheet/mobile/), 15% of American adults are “smartphone-only” internet users. That said, you’ll need a tool with native iOS and Android mobile applications with abilities to create campaigns, landing pages and [responsive web design](https://kinsta.com/blog/responsive-web-design/). Access limited offline features, such as contact access, making notes, adding reminders and more. Scan business cards and create and manage contacts on the go. ![Salesforce CRM dashboard displaying prospect data and marketing calendar]() Native mobile apps by Pardot. ### 10\. Platform Capabilities Any marketing automation tool should have the basics. A document repository to maintain and centralize marketing assets — documents, images, texts, notes, videos and PDFs. A unified inbox to connect and organize emails and messages and a custom email and website domain. Workflow automation, alerts and reminders, white-labeling and multi-language support to streamline operations. And last but not least, a unified marketing calendar to create and view entries along with data like delivery deadlines, approval dates, launch dates, posts and triggers. ![Salesforce Pardot Engagement Studio showing a customer re-engagement workflow]() Workflow automation for customer re-engagement in Pardot. ### 11\. AI-Based Capabilities Let AI handle some of your busywork for you. Use AI-based audience segmentation, lead scoring and targeting recommendations to optimize your lead management. Make sure you’re sending leads content they want, when they want it with AI-powered content recommendations and send-time optimization. Connect with prospects even when you’re off the clock using an AI chatbot. ![AIVO AI-powered chatbot and analytics interface for customer engagement]() AI-chatbot named Agentbot by Aivo. [Source](https://www.aivo.co/agentbot-chatbot) ### 12\. Compliance and Security Asking prospects to give you private data means you need to guard that data judiciously. Close the door on [hefty fines](https://gdpr-info.eu/issues/fines-penalties/) with GDPR and CCPA compliant tools. Monitor administrative and user actions with an audit trail. Boost security with two-factor authentication, single-sign-on and data encryption. [Get our Marketing Automation Software Requirements Template](https://pmo.selecthub.com/marketing-automation-requirements-template-site-vers/) ## Top Features Users Prioritize I reached out to marketing automation experts to ask what they look for when they’re evaluating a new solution. Samuel Huang, CEO of [Tele Ads Agency,](https://teleadsagency.com/) believes integration is the most important consideration. ![Samuel Huang]() No matter how many bells and whistles a tool has, if it doesn’t sync effortlessly with our existing systems—whether it’s CRM, analytics, or communication channels—it’s more of a burden than a benefit. Integration isn’t just a technical requirement; it’s what enables our workflows to stay smooth and our team to focus on strategy, not system issues. Imagine bringing in a tool that looks great on paper but requires constant manual data transfers—it’s frustrating, time-consuming, and frankly counterproductive. A tool that integrates seamlessly is essential because it allows data to flow freely, making it easier to maintain a coherent marketing strategy across platforms. Without this, the investment just doesn’t hold up. Samuel Huang CEO, Tele Ads Agency For Christine Dalayap, Business Executive Manager at [JP Franklin Roofing](https://jpfranklinroofing.co.nz/), scalability is top of the checklist. ![Christine Dalayap]() Scalability guarantees longevity. Your company will grow, and your marketing automation platform will need to manage increasing complexity, such as sophisticated segmentation or campaign customization. For example, we chose a technology that needed more robust reporting capabilities, but that led to slower campaign optimization. This experience taught us to consider reliable analytics when upgrading. Christine Dalayap Digital Marketing Manager, SelectHub Pricing transparency and automated contact checks are essential for Reshma Dewda, Digital Marketing Manager at SelectHub. ![Reshma Dewda]() Speaking from past experience, when dealing with a large number of contacts, it is important to have controls that help you stay within your contact limits and transparency about automatic plan upgrades. For example, if the platform automatically charges you in case you exceed your contact limit without giving you adequate checks and balances at the automation level, you end up wasting lots of productive time in follow ups with support and reversing un-wanted plan upgrades. Reshma Dewda Digital Marketing Manager, SelectHub [Get our Marketing Automation Software Requirements Template](https://pmo.selecthub.com/marketing-automation-requirements-template-site-vers/) ## Next Steps That was our rundown of the marketing automation requirements you need before you go any further in the selection process. Thanks for coming on that journey with us! As a token of our appreciation, check out our [free requirements template](https://pmo.selecthub.com/marketing-automation-requirements-template-site-vers/) for a look into all the core features of MA software (and what they do) to give you a blueprint. What is the most essential marketing automation requirement for your business? Sound off in the comments! [ Previous Email Marketing vs. Marketing Automation ](https://www.selecthub.com/marketing-automation/email-marketing-or-marketing-automation-software/) [ Next Marketing Automation RFP ](https://www.selecthub.com/marketing-automation/marketing-automation-rfp/) ### Trending Topics #### [Marketing Automation](https://www.selecthub.com/category/marketing-automation/) [Demand Generation vs Lead Generation: Comparison of the Difference Between Them](https://www.selecthub.com/marketing-automation/demand-generation-and-lead-generation/) [Demand generation vs lead generation — they’re not as opposed as the “vs” might have… ](https://www.selecthub.com/marketing-automation/demand-generation-and-lead-generation/) [ ![Jason Keller](https://secure.gravatar.com/avatar/0a70318abf570a91327f52af7dcd64ecdaa06bcc991260053e38c9c53317112a?s=96&d=mm&r=g) Jason Keller ](https://www.selecthub.com/author/jason-keller/) May 13, 2026 #### [Marketing Automation](https://www.selecthub.com/category/marketing-automation/) [The Best Campaign Management Software for 2026](https://www.selecthub.com/marketing-automation/crm-campaign-management-software/) [The best campaign management software helps you run engaging marketing campaigns across channels and measure… ](https://www.selecthub.com/marketing-automation/crm-campaign-management-software/) [ ![Pooja Verma](https://secure.gravatar.com/avatar/4f22202f68158fa4b012b18a196e08ea151f6f9427b194cce3330634ff0dd1b2?s=96&d=mm&r=g) Pooja Verma ](https://www.selecthub.com/author/pooja-verma/) Mar 26, 2026 #### [Marketing Automation](https://www.selecthub.com/category/marketing-automation/) [The 5 Best Enterprise Email Marketing Platforms of 2026](https://www.selecthub.com/marketing-automation/best-enterprise-email-marketing-platforms/) [Email marketing is the best tool in marketing automation software’s belt. 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They automate… ](https://www.selecthub.com/marketing-automation/marketing-automation-comparison-guide/) [ ![Shweta Joshi](https://www.selecthub.com/wp-content/uploads/2020/07/shweta-joshi-1-96x96.jpg) Shweta Joshi ](https://www.selecthub.com/author/shweta-joshi/) Mar 09, 2026 #### [Marketing Automation](https://www.selecthub.com/category/marketing-automation/) [Marketo vs Eloqua vs Hubspot: Who is the Winner?](https://www.selecthub.com/marketing-automation/marketo-and-eloqua-and-hubspot/) [As many vendor experts would point out, marketing automation is more than just “guided email”.… ](https://www.selecthub.com/marketing-automation/marketo-and-eloqua-and-hubspot/) [ ![Jason Keller](https://secure.gravatar.com/avatar/0a70318abf570a91327f52af7dcd64ecdaa06bcc991260053e38c9c53317112a?s=96&d=mm&r=g) Jason Keller ](https://www.selecthub.com/author/jason-keller/) Mar 09, 2026 Originally published in August 2018 and last updated in March 2026\. Contributions from Christina George, Joan Akash, Manan Roy, Dianna Dragonetti, Samuel Huang, Christine Dalayap, and Reshma Dewda. ## About the Contributors The following SelectHub team members and subject matter experts helped research, create, and review this content. [ ](https://www.selecthub.com/author/christina-george/) Written by [Christina George](https://www.selecthub.com/author/christina-george/) Technical Content Writer An Associate Editor at SelectHub, Christina George creates and edits articles spanning project management, CPQ, CRM, marketing automation and home health software. As a Bachelor of Arts graduate with a triple major in Economics, Political Science and Sociology, her aim is to bring an integrated and simplified approach to long-form technical content. Formerly a food writer, copywriter, and social media sleuth, she has a soft spot for a quality pun. When not crafting articles and editing buyer's guides, you can find her attempting to score goals on the football field, binge-watching Curb Your Enthusiasm, or re-reading Pride and Prejudice for the nth time. [See Full Bio](https://www.selecthub.com/author/christina-george/) [ ](https://www.selecthub.com/author/joan-akash/) Technical Research by [Joan Akash](https://www.selecthub.com/author/joan-akash/) Senior Analyst Joan Akash, a Senior Research Analyst at SelectHub, holds a Post-Graduate Diploma in Management with a specialization in Marketing. Her expertise as a researcher and reviewer spans diverse software categories, including Project Management, Customer Relationship Management, Live Chat, and Help Desk. Beyond her professional pursuits, Joan is spiritually driven, with a passion for teaching children and a penchant for reading biblical blogs and crafting poetry. [See Full Bio](https://www.selecthub.com/author/joan-akash/) [ ](https://www.selecthub.com/author/manan-roy/) Technical Research by [Manan Roy](https://www.selecthub.com/author/manan-roy/) Principal Analyst Manan is a native of Tezpur, Assam (India), who currently lives in Kolkata, West Bengal (India). At SelectHub, he works on categories like CRM, HR, PPM, BI, and EHR. He has a Bachelor of Technology in CSE from The Gandhi Institute of Engineering and Technology, a Master of Technology from The Institute of Engineering and Management IT, and an MBA in Finance from St. Xavier's College. He's published two research papers, one in a conference and the other in a journal, during his Master of Technology. [See Full Bio](https://www.selecthub.com/author/manan-roy/) [ ](https://www.selecthub.com/author/dianna-dragonetti/) Edited by [Dianna Dragonetti](https://www.selecthub.com/author/dianna-dragonetti/) Content Editor As an editor, Dianna Dragonetti leads a team of five writers in writing about a variety of software, with an emphasis on how these tools empower businesses. Categories include accounting, learning management systems, content management systems, supply chain management, and electronic data interchange. [See Full Bio](https://www.selecthub.com/author/dianna-dragonetti/) [ ](https://www.selecthub.com/author/samuel-huang/) Contributions by [Samuel Huang](https://www.selecthub.com/author/samuel-huang/) Expert Contributor Samuel Huang is the CEO of Tele Ads Agency, a Singapore-based digital marketing firm specializing in Telegram advertising. With over a decade of experience in digital marketing, Samuel has helped build client businesses through SEO, email marketing and online advertising. [See Full Bio](https://www.selecthub.com/author/samuel-huang/) [ ](https://www.selecthub.com/author/christine-dalayap/) Contributions by [Christine Dalayap](https://www.selecthub.com/author/christine-dalayap/) Expert User Christine Dalayap is a Business Executive Manager with JP Franklin Roofing. Her role encompasses estimator, sales, HR, and marketing responsibilities, which she leverages to drive strategic initiatives and foster organizational growth. [See Full Bio](https://www.selecthub.com/author/christine-dalayap/) [ ](https://www.selecthub.com/author/reshma/) [Reshma Dewda](https://www.selecthub.com/author/reshma/) Technical Content Writer Reshma Dewda is a Digital Marketing Specialist with over ten years of experience in the field. She currently handles the conversion and engagement-focused marketing automation initiatives at SelectHub. [See Full Bio](https://www.selecthub.com/author/reshma/) Jason KellerMarketo vs Eloqua vs Hubspot: Who is the Winner? * ‹ * › ### Conversation (2) ![Avatar](https://secure.gravatar.com/avatar/281d3616cf761f3582c0d76c23517846?s=32&d=mm&r=g) Write a response [Cancel reply](https://www.selecthub.com/marketing-automation/marketing-automation-requirements-and-features-list/#respond) Your message Your name \* Your email \* Website Save my name, email, and website in this browser for the next time I comment. * ![Avatar photo](https://secure.gravatar.com/avatar/d52e24552308d8988abcee822ac67d53b6a2d6362af7de1a429560774133ac03?s=96&d=mm&r=g) #### **Lindsey John** \- July 20, 2023 Great blog post! Loved the insights on marketing automation requirements and features. However, I noticed that Postman SMTP, an essential tool for efficient email delivery, was missing from the list. Adding it would make the post even more valuable. Thanks for sharing! **[Reply](#comment-178102)** * ![Avatar photo](https://secure.gravatar.com/avatar/b2cf6e7614809f76801373dc51a81c201b3569c4c0c7789b93af85c0e749e6b9?s=96&d=mm&r=g) #### **Philips** \- September 3, 2018 As I am into b2b business and wanted to know a lot of advantages of marketing automation, hence I found the article useful. As it contains the most common requirements businesses have. I heard about Aritic PinPoint and hence I thought of trying it for my business, which proved beneficial. Thanks a lot for sharing the information. **[Reply](#comment-12263)** **Tier 1:** Fully/moderately supported out-of-the-box allowing for quick and easy deployment. Fully or moderately supported out-of-the-box with industry-leading capabilities and is immediately available after installation without needing any add-ons, integrations, or custom development. **Tier 2:** Supported with workarounds or add-ons that may require additional costs. Not directly available in the software, but can be accomplished using other built-in features, workarounds, or add-ons/products from the vendor with or without any additional cost. **Tier 3:** Requires partner integrations or custom development that is often at an additional cost. Requires additional integrations, plugins, marketplace applications from a third-party vendor, or custom development using the APIs, libraries, extensions, and development framework supported by the software, with or without any additional cost. 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