Marketing Automation

What is Marketing Automation Software? 
Marketing Automation software helps to automate and scale repetitive marketing tasks and the subsequent analysis of those efforts. Leads in the marketing database can be nurtured through the buying process by providing them with relevant, personalized content until they are ready to purchase. Digital campaigns can be designed, triggered and executed automatically; once a campaign has run its course, a range of analytic tools can measure its performance to understand what worked well and what did not.

Marketing Automation Features & Capabilities

Historically marketing automation software focused on email, but today websites, mobile and social media are all integral to successful marketing efforts. Most Marketing Automation software products revolve around a core set of marketing tasks:

  • Email Marketing & Email Management
  • Landing Page Creation & Customization
  • Lead Management & Lead Scoring
  • Reporting & Analytics
Beyond these core functions software vendors tend to differentiate themselves on breadth or depth of offering, especially as you move from small business solutions to enterprise-level marketing automation platforms. For example, some higher-end marketing automation platforms may include:

  • CRM Integration
  • Social Media Marketing & Management
  • Web Conferencing
  • Dynamic Website / Progressive Profiling
  • Marketing Resource Management (MRM)
At the small business end of the market, vendors emphasize products that aim to provide a complete toolset of marketing capabilities, of which campaign management is just one element. These products are commonly referred to as “All-in-One Marketing Platforms,” and typically include basic email, social media, search engine optimization (SEO) and blogging tools. Some All-in-One marketing tools also include eCommerce and basic CRM capabilities.      

Highest Rated Marketing Automation Software for Small Businesses

Spokal logo

Spokal

“Spokal delivers everything I need to serve my clients in one place. It's so easy to use and their customer service is always available and responsive, there's no need for me to look elsewhere.” Read this review

- Director at an Online Media company with 1-10 employees

HubSpot logo

HubSpot

“We have renewed our usage of HubSpot and have clients who had renewed their usage as well. The pricing is reasonable and once we, as a team, learned how to use the software, it's become worth it for us to continue using HubSpot as our marketing software of choice.” Read this review

- CEO (Chief Executive Officer) at a Marketing and Advertising company with 1-10 employees

Act-On logo

Act-On

“They haven't disappointed and the new features that come out monthly are fantastic.” Read this review

- Practice Lead | Managing Consultant (Demand) at a Marketing and Advertising company with 11-50 employees

Pardot logo

Pardot

“Marketing automation tools are more important than ever to "conversation marketing" initiatives that prevail today. Pardot supports this extremely well. Functionally the product is extremely strong and the company's rate of innovation is rapid and relevant- hence the addition of responsive templates in the last couple months.” Read this review

- Manager in Marketing at a company with 11-50 employees

Hatchbuck logo

Hatchbuck

“For a small or medium-sized business it's great. Features usually found in enterprise-level marketing automation tools can be found in Hatchbuck making it attractive for limited budgets. It also fits well if you need CRM and marketing tools in-one. If you like knowing more about your leads and audience, but don't have the budget for MA or full-blown CRM tools, then Hatchbuck may be a fit.” Read this review

- Founder at a Marketing and Advertising company with 1-10 employees

Infusionsoft logo

Infusionsoft

“I will definitely be renewing my Infusionsoft subscription because it is still the best all-in-one solution for small businesses that includes CRM, automated email marketing, and ecommerce. I couldn't imagine running my business without it at this point.” Read this review

- Chief Operating Officer at a company with 1-10 employees

Woopra logo

Woopra

“We're constantly on the look out for the best analytics for our business, but we have been happy with Woopra.” Read this review

- Co-Founder & CEO at an Internet company with 11-50 employees

Marketo Marketing Automation logo

Marketo Marketing Automation

“I would recommend the product to colleagues because it's a really good marketing automation service. One of the biggest suggestions I would offer is to have complete buy in for marketing automation in your company, this is not only a marketing tool, but a sales and marketing asset.” Read this review

- Project Manager at an Internet company with 11-50 employees

Silverpop Engage logo

Silverpop Engage

“Simply, it's a great product that gets updated every year and I don't know of any other product that is on the same level.” Read this review

- Co-Founder & owner at an Information Technology and Services company with 11-50 employees

eTrigue DemandCenter logo

eTrigue DemandCenter

“In 2010, we evaluated Marketo and Pardot alongside eTrigue. And eTrigue was considered the 'Cadillac' of MA tools. More recently, we've checked out Eloqua and Hubspot. All of these are more-or-less clones, having all the same core features. Except for HubSpot, which should be in a class of its own. eTrigue has been around a very long time, and DemandCenter can hold its ground against all of these MA solutions.” Read this review

- Director of Marketing at a Computer Software company with 11-50 employees

Looking for more Marketing Automation solutions?
TrustRadius has 454 reviews for 51 Marketing Automation products from business users just like you.

Highest Rated Marketing Automation Software for Mid-Sized Companies

HubSpot logo

HubSpot

“There is truly no other system in the market that does everything HubSpot offers. Hubspot is a system that allows our team to create value for the organization, generate leads for our sales team, and increase revenue. What's not to love about that?” Read this review

- Marketing Director at an Insurance company with 51-200 employees

Act-On logo

Act-On

“Act-On is a great service for tracking website and digital marketing campaign activity that integrates well with Salesforce CRM and webinar software (GoToMeeting, WebEx). I personally think their landing pages are very limited from a design perspective, but Act-On is a great tool that saves time and their interface is easy to use and will help any marketing department improve productivity.” Read this review

- Director in Marketing at a Hospital & Health Care company with 51-200 employees

Marketo Marketing Automation logo

Marketo Marketing Automation

“If you do it right, Marketo (along with the effective use of Salesforce) can help you drive a repeatable and consistent way to track marketing campaigns to ROI (Revenue Cycle Analytics, included in the Select edition is required). It can transform the conversation around marketing to focus on revenue vs. "brand awareness" or clicks and pageviews.” Read this review

- Marketing at an Internet company with 51-200 employees

Eloqua logo

Eloqua

“We are beginning to use Eloqua to manage our marketing-to-sales interactions and nurture our clients through the buying process. We also implement Eloqua for our clients.” Read this review

- Vice President at a company with 51-200 employees

Pardot logo

Pardot

“Pardot has looked for the features that marketers need most, and incorporated them into a very easy-to-use platform that does not require heavy IT support to implement and maintain. Pardot also does a great job listening to customer feedback and using it to inform their product roadmap.” Read this review

- Director of Marketing at a Computer Software company with 201-500 employees

Not seeing the Marketing Automation solution you were looking for?
TrustRadius has 454 reviews for 51 different products from some of the top Marketing Automation experts.

Highest Rated Marketing Automation Software for Enterprises

Act-On logo

Act-On

“We use Act-On for marketing automation, mailings and preparing the data for our CRM in our whole organization. With the improved list management it is a great opportunity for any automation we need and it offers much more.” Read this review

- Digital Marketing Specialist at a Biotechnology company with 1001-5000 employees

Eloqua logo

Eloqua

“I absolutely recommend Eloqua! (That being said - as with any new technology purchase - I also recommend following due diligence best practices starting with a thorough requirements review).” Read this review

- Senior Manager, Marketing at a Computer Software company with 1001-5000 employees

Marketo Marketing Automation logo

Marketo Marketing Automation

“Marketo specifically provides a good balance of full-featured capability and ease of use. We've been able to cross-train the marketing team, starting with basic capabilities like list import and email marketing and get marketing to start thinking about marketing campaigns holistically--using Marketo to deliver the right content to the right audience at the right time in the customer purchasing cycle.” Read this review

- Director, Demand Generation Services at a Publishing company with 501-1000 employees

Pardot logo

Pardot

“If starting out in marketing automation, Pardot is a solid choice (will be interesting to see how SFDC/ExactTarget handle the integration efforts).” Read this review

- Director, Marketing Operations at a Hospital & Health Care company with 5001-10,000 employees

Find the best Marketing Automation solution to match your needs.
TrustRadius covers 51 different products in the Marketing Automation space.

Marketing Automation Reviewers

Maile Kaulukukui
Title:  Sales & Marketing Program Manager
Job Type:  Professional
Department:  Marketing
Company:  Virtual Images
Industry:  Printing
Size:  501-1000 employees
Reputation
Points:  310
Followers:  2
Likes:  1
Founder
Trailblazer (1)
Points:  310
Followers:  2
Likes:  1
Founder
Trailblazer (1)
Jennifer Robertson
Title:  Lead Marketo Architect
Job Type:  Team Lead
Department:  Information Technology
Company:  ANNUITAS
Industry:  Marketing and Advertising
Size:  11-50 employees
Reputation
Points:  298
Likes:  4
Founder
Paul Ringer
Title:  Senior Manager Demand Generation & Operations
Job Type:  Manager
Department:  Marketing
Company:  Thunderhead.com
Industry:  Computer Software
Size:  51-200 employees
Reputation
Points:  191
Mike Schneider
Title:  Head of Marketing
Job Type:  Director
Department:  Marketing
Company:  Conversocial
Industry:  Computer Software
Size:  11-50 employees
Reputation
Points:  96
Followers:  1
Likes:  8
Founder
Interested
Supporter
Points:  96
Followers:  1
Likes:  8
Founder
Interested
Supporter
Helen Bowers
Title:  Bark Master
Job Type:  Administrator
Department:  Other
Company:  Keller Williams Realty Partners
Industry:  Veterinary
Size:  11-50 employees
Reputation
Points:  166
Likes:  1
Points:  166
Likes:  1

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