TrustRadius Top Rated
Today, we awarded the 2019 TrustRadius Top Rated badges for Marketing Automation Software. The TrustRadius Top Rated awards are the most trusted in the industry because they are an unbiased reflection of customer sentiment, based solely on user feedback and satisfaction scores. Top Rated awards are the voice of the market and are not influenced by analyst opinion, the vendor’s company size, popularity, or status as a TrustRadius customer.
Marketing Automation Software
The ultimate goal of every marketing team is to find high-quality leads, nurture them with personalized and relevant content, and pass them along to the sales team to be turned into happy (and hopefully repeat) customers. Marketing automation software helps marketers achieve this by automating and scaling the more repetitive tasks that would otherwise take hours of manual labor. Products include features such as implementing marketing campaign sequences across a variety of channels (e.g. email, social, mobile, landing pages, etc), landing page customization, lead list segmentation, lead nurturing and scoring, and analyzing marketing campaign performance to see what works and what doesn’t. Many marketing automation products integrate with third-party tools and platforms (e.g. Facebook, LinkedIn, Salesforce, etc).
There are many things to consider when purchasing a marketing automation platform. For example, is your company focused on B2C or B2B marketing? Does your business prefer to use an inbound or outbound marketing strategy – or a combination of both? How large is your lead list? Certain marketing automation products fit each of these specific needs better than others, but it can be difficult to figure out which products have all the requirements your business needs. Feedback from software buyers in similar industries or similar sized companies can provide insights on which products perform best in specific contexts.
Here are the winners:
HubSpot offers a comprehensive marketing platform that includes marketing automation, CRM, lead management, and content creation and publishing capabilities. The platform is focused more on inbound marketing strategies and is ideal for small companies; (51%) of HubSpot reviewers on TrustRadius are from small businesses. HubSpot allows users to automate activities such as sending out email campaigns, managing multi-channel workflows, and scoring leads. Reviewers comment that HubSpot’s robust campaign performance reporting and workflow automation are two of the product’s strengths.
“HubSpot’s WYSIWYG interface makes it easy for those who aren’t web experts to edit content and modules on website pages/landing pages/blogs without assistance. The workflow tool allows HubSpot’s users to make powerful automation sequences that would otherwise take people forever to complete or manage manually.”
– Christine Austin | Creative Lead, Marketing Team | Impact Branding & Design LLC
Recently acquired by the industry giant Adobe, Marketo is a multi-channel digital marketing platform that includes marketing automation, account-based marketing, social media integration, marketing analytics, and sales engagement capabilities. This software enables users to build and automate marketing campaigns across channels, employ SEO and social marketing tools (e.g. polls, sweepstakes, referral campaigns) to measure the impact of campaigns, A/B test batch and trigger emails, build landing pages, and target prospects with personalized content and emails. According to users, the Salesforce integration and landing page building tools are two of Marketo’s strengths. The majority of Marketo reviewers (54%) on TrustRadius are from mid-sized businesses and are focused on B2B marketing.
“My favorite and most-used feature on Marketo is the Design Studio, where I can create landing pages for our marketing assets. It’s extremely easy to upload the eBooks, infographics, flyers, etc. that we create about our products. Marketo creates a link to each content piece, which we use in so many places — on our website, in a content database, on social media platforms, etc.”
– Brittney Collier | Marketing & Communications Specialist | ASTM International
SharpSpring is a marketing and sales platform that enables users to automate email workflows and send leads targeted messages based on behavioral and demographic information. It offers features such as email drip campaign automation, lead list creation and segmentation, engagement-based lead scoring, email templates, and a visual workflow builder that allows users to design sequences with customizable triggers and filters. A large portion of SharpSpring reviewers (40%) are from small businesses. These users highlight the product’s email tracking capabilities and the positive onboarding experiences they’ve had as two benefits of using SharpSpring
“The sales process has changed, customers now investigate before buying, they investigate doing search, visiting pages, reading blogs, etc… They often have made up their minds before contacting a sales rep… SharpSpring helps in that process giving the sales team information and actionable data by monitoring activities customers carry out in digital channels.”
– Verified User | Consultant in Marketing | Computer Software Company
Nested within Oracle’s Marketing Cloud platform, Eloqua provides users with a wide set of marketing automation capabilities. It includes features such as a multi-channel campaign workflow designer, lead segmentation tools, lead scoring, campaign messaging personalization, real-time email triggers based on prospect activity, data compilation across multiple sources, and lead behavior tracking and analytics. While Eloqua is used across all company sizes, there is a large concentration of reviewers (45%) from enterprises. Reviewers note that two benefits of using Eloqua are its audience segmentation tools and the level of customization available for emails, landing pages, and forms.
“Eloqua has features that allow you to segregate data, reporting, assets, etc. so all the users can share one Eloqua nicely. These are great features for larger marketing teams and/or teams with users in different regions with different needs. [It is] highly customizable. This comes in handy with lead management workflows, advanced nurture campaigns, and integrations of all kinds but especially with CRMs (Salesforce.com, MS Dynamics Cloud, and Oracle Sales Cloud).”
– Karin “KP” Pindle | Senior Marketing Automation Consultant | Sojourn Solutions
Top Rated Criteria
Products included in the 2019 Top Rated Marketing Automation Software list must have been in the top tier of their category TrustMap as of January 15th, 2019. To qualify for the Marketing Automation Software Top Rated Award, products must have at least 10 reviews written within the past year, a TRScore of at least 7.5 out of 10, and must receive at least 1.5% of the traffic in their category. Every reviewer is verified and every review is vetted before publication. Products are plotted on the TrustMap based on end-user data, including users’ likelihood to recommend scores as well as buyer research patterns. To learn more about TrustMaps and Top Rated methodology, check out this page.