Best Marketing Automation Software89Marketing Automation is a subset of Enterprise Marketing Management. Marketing automation software nurtures leads with relevant content, and then routes prospects to a sales rep at the optimal point in the buying process. Key functionality includes: - Automated marketing campaigns & click tracking - Email, landing pages and online registration pages - Lead scoring, lead nurturing & lead management - Analytics and reportingPersonyze1 Labs2 CRM5 marketing automation17 Relationship Marketing Platform18 Insight20 Dialogue22

Marketing Automation Software

Best Marketing Automation Software

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Marketing Automation Software Overview

What is Marketing Automation?

Marketing automation software helps automate and scale repetitive marketing tasks. The software also enables analysis of marketing efforts.

Most marketing automation systems are built around leads (people) and campaigns (message sequences). Leads in the marketing database can be nurtured with relevant, personalized content.

Marketing automation campaigns are more complex than batch and blast email campaigns. Campaigns can involve digital channels beyond email, such as social media, SMS, landing pages, etc. They can also be designed with complex logic. This is the automation piece. Users can segment leads, personalize messages, and trigger events (like sending an email or updating a record) based on lead behavior. Once a campaign is over, reporting tools can measure its performance. This tells marketers what worked well and what did not.

Some marketing automation platforms are better suited for large businesses, and others for small businesses. Some focus on B2C marketing, some on B2B marketing, others on both. Most offer inbound and outbound marketing tools, though some have stronger features around one strategy (i.e. HubSpot is an inbound marketing tool). You should assess your use case and the marketing challenges you have before evaluating products.

For a more in-depth look at trends in the space, check out our Buyer's Guide to Marketing Automation Software. It includes review insights and tips from marketing automation experts.

Marketing Automation Features and Capabilities

Marketing automation started out with just email. Today, websites, mobile apps and SMS, and social media are all integral to successful marketing efforts. Most marketing automation tools will include functionality for all of these platforms.

The core set of tasks for marketing automation include:

  • Email marketing

  • Landing page creation and customization

  • Lead management

  • Lead scoring

  • Reporting & Analytics

Features vary from vendor to vendor, as well as by paid tier. No matter the level, marketing automation features can be grouped as follows:

  • Email Marketing & Online Marketing

  • Lead Management

  • Reporting & Analytics

  • Social Marketing

Some more advanced features (i.e. for enterprise-level platforms) include:

  • CRM integration

  • Social media marketing and management

  • Web conferencing

  • Dynamic website / Progressive profiling

  • Marketing Resource Management (MRM)

  • Cross-channel campaign management

  • Predictive analytics

Email Marketing & Online Marketing

  • Email Management: Automation for opt-in, unsubscribe, and bounce processing. This sometimes includes a dedicated IP address and link validation.

  • Landing Pages: Direct clicks to a unique, relevant page. The ability to customize pages helps control customer experience and is well-known to increase conversion rates.

  • Triggered Email: Send real-time, personalized emails based on customer actions.

  • Forms: Registration forms to capture lead data and add it to the database. May allow for social sign-in. This sometimes includes “smart” forms that recognize known visitors and ask progressive questions to update their record in the database.

  • Dynamic Content: Landing pages and emails can be automatically customized. This compartmentalization can be based on industry, location, job title, or other segmentation factors.

  • Mobile: Mobile-optimized features are common in most marketing automation platforms today.

Lead Management Features

  • Lead Database: Archive actions between your company and individual prospects. Email clicks, website visits, scoring changes can all be automatically logged.

  • Behavior Tracking: Indicates a prospect’s interests and place in the buying process. May include the websites they visit, social networks they participate in, keywords they search with, emails they open, etc.

  • Lead Nurturing: Emails can be triggered based on a predetermined campaign, and in a sequence that aligns with the customer's journey to a potential customer more information as you go along. More important for B2B marketing.

  • Automated Sales Tasks: Automatically send follow-up messages based on specific behavior, create lists of qualified leads for sales, and alert salespeople of new action.

  • Segmentation: Demographic and behavior-based filters refine the outreach process.

  • Workflow Automation: Planning, calendar creation, and task assignment can all be automated.

  • Scheduling Flexibility: Control when your messages will be sent by day and time, and whether they should be spread out throughout the day. Gate and prioritize messages, or schedule messages to send based on the time zone of the recipient

  • Lead Scoring: Identify the best lead for a campaign or tactic. You can weigh important and undesirable behaviors automatically.

  • Data Quality: Merge duplicate leads, identify missing information, and standardize information.

Reporting & Analytics Features

  • Basic Reporting: A summary of email and landing page campaign success. This is typically featured on a built-in dashboard.

  • Program ROI Analytics: Give visibility into your marketing efforts’ ROI. It’s a bigger picture approach, comparing the success of campaigns and channels.

  • SEO & Keyword Tracking: Track keyword strength and compare competitor performance.

  • Multi-touch Revenue Attribution: Credit every campaign touch point before the sale. This gives better visibility to the performance of each campaign tactic.

  • Testing: Some platforms allow A/B testing or multivariate testing for automated campaigns. Material to test may include subject lines, send times, or even personalized content and custom landing pages.

  • Web Analytics: Determine which pages of your website are most popular with prospects. Look at bounce rate, common paths and more.

  • Predictive Analytics: Use data trends to optimize future marketing operations. This is a developing area for marketing automation analytics.

Social Marketing Features

  • Social Campaigns: Cross-sell content with automated posts across channels. Qualify prospects using comments, replies, and tweets.

  • Social Listening: Monitor brand mentions across the social sphere. Gain insight into prospect segmentation and campaign messaging.

  • Social Sharing: Incorporate smart share buttons into campaign messages. Gain data about who shares content which content and what drives social conversations.

  • Social Engagement: Increase engagement with polls or referral programs. Some tools allow integration of engagement apps to your Facebook, email, and website.

  • Social Analytics: Add tracking to social media campaigns, and improve your conversion rates for future campaigns.

List Size & Target Market

Different marketing automation software fits different use cases. In particular, think about scale and industry.


The technology you need will vary depending on the size of your company, your marketing team, and your database (list size).

Marketing automation platforms aimed at small businesses go beyond pure-play email marketing. Typically they try to provide an all-in-one system that is easy to use and within budget. They will also feature CRM tools, social tools, etc., but they won’t have all of the bells and whistles. Complex logic, reporting, and integrations are three areas marketing automation tools for SMBs tend to have simplified.

Enterprise-level offerings tend to be “marketing clouds” that also go beyond traditional marketing automation features. Unlike SMB tools, they typically have breadth and depth. Enterprise platforms typically offer granular control over campaign logic, advanced reporting, and many integrations offer additional capabilities. They also have other advanced tools like A/B testing, social listening, and ad management. IBM, Oracle, Salesforce, and Adobe have all acquired marketing automation products that they offer as part of an enterprise suite.


The right approach also varies based on what you’re marketing and to whom you are marketing. For example, are your customers businesses or consumers? Marketing practices in the B2B industry differ from the B2C industry. The channels frequency, and duration of communication, as well as the degree of personalization, will probably be different.

B2B marketing automation is all about ‘nurture’ programs. This builds interest in the product through education on its uses. It is where drip campaigns and content marketing come in.

B2C marketing involves a much larger prospect pool. Brand and product are more important than relationship. Ecommerce features are also more important. This includes bulk email campaigns, open rates, targeted offers, shopping carts, and more.

Marketing Automation Integrations

Most marketing automation buyers already have a CRM system. Integration between your CRM and marketing automation software is important to consider. The integration has to go both ways. A change in a marketing campaign should be reflected on the record of that campaign and its members in your CRM, and vice versa! Data consistency is crucial for lead nurturing and scoring. This determines whether a person continues receiving marketing messages, or gets passed to sales or support for follow up.

Here are three things to consider when you’re evaluating integration to your CRM::

  • Automatic mapping vs. manual field mapping

  • Real-time syncing vs. periodic syncing

  • Accessibility of lead and contact information

CRM integration is probably the most important for both B2B and B2C marketers.

But there are many other integrations that are also useful. Since MA software often works as a marketing hub for marketing operations, vendors offer a growing number of integrations. For example, for many B2B companies, webinars are a key tactic for qualifying leads. Integration between marketing and webinar platforms means more lead capture and more accurate lead scores.

Marketing Automation Software Comparison

To more easily compare Marketing Automation platforms, consider evaluating different options based on these 3 key factors:

1. Multi-channel vs. email marketing campaigns: Some marketing automation tools may better suit email marketing campaigns only. If your business is mostly email-focused, you won't need additional features for outreach conducted via social media, mobile apps, and your website.

2. Company-size: Determine the scope and breadth of your marketing automation requires to address your specific marketing needs. Enterprises will not only typically need a robust set of features, but require support for larger contact lists. Small businesses will also want to focus on tools that are easy-to-use (as they may not even have a dedicated marketing team) and more actions they can automate.

3. Built-in CRM: If your organization does not already utilize a CRM tool, you may want to incorporate its useful features into your marketing automation platform. This will help you with managing personal details about your customers/clients and track growth in your relationship and overall engagement.

Start a Marketing Automation software comparison

Pricing Information

Pricing for marketing automation tools is usually based on included features. It is typically a subscription model. The more features included in the package, the higher the monthly price. Vendors that take an all-in-one approach (i.e. with a built-in CRM) may base pricing on the number of contacts.

Users can expect to pay around $200/mo. for a basic monthly package. Enterprise-level software (with all the bells and whistles) will run up to $3,000-$7,000 per month.

More Resources

Marketing Automation Products

Listings (76-100 of 134)

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Personyze is a comprehensive personalization toolkit that provides everything you need to create engaging experiences on your website and across channels, using a powerful combination of behavioral targeting, interest-based recommendations, and personalized email broadcasting. Personyze works on a…

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Akero is a digital inbound and outbound marketing and lead generation platform, used by over 300 organizations. This platform is built with agencies and brands in mind. Akero marketing software captures essential user data by creating digital and social media marketing campaigns that are personaliz…

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CommuniGator Marketing Automation includes drip marketing, lead nurturing, lead scoring and remarketing capabilities. Based in the UK, the company also offers other products including email marketing, surveys, event marketing and social media management.

We don't have enough ratings and reviews to provide an overall score. is a social marketing automation solution that allows users to personalize messages based on what customers are doing and saying on social media.

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Second CRM offers a common technology platform, covering sales, customer service and operations, for small to medium businesses, to implement data driven standard processes that improve productivity and help businesses scale. Along with the generic automation software that serves majority of small t…

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Prospecteer's Sales-Content Marketing Automation platform provides inbound marketing tools for B2B companies. Prospecteer integrates content marketing with automation and focuses on management, automation and analytics of content marketing campaigns. It aims to integrate the work of marketers and sa…

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Venntive is an all-in-one marketing platform that offers email marketing, lead scoring, SMS marketing, surveys, contact management, sales pipeline management, landing page and form building, and e-commerce capabilities.

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Leadsius is a marketing automation platform offering lead management, email marketing, website visitor tracking, and landing page and form creation for SMBs. The vendor has a freemium business model and is based in Stockholm.

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TrenDemon is a Content Marketing Analytics and Automation SaaS Service that promises to help marketers generate more leads from their website and content. The product also provides actionable insights about content performance and customer journeys. TrenDemon help measure content marketing ROI, iden…

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B-kin is a marketing automation tool that includes multi-channel campaign management, landing page and form building, and lead generation, nurturing and scoring. The company is based in Spain.

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Leadsberry is a marketing automation tool aimed at small to mid-size businesses that offers Lead Management, Nurturing, Scoring, Analysis (including real-time reporting), Email Campaigns, and Salesforce Integration. In addition to providing tools for marketers, Leadsberry also has features to suppor…

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MioDatos allows companies to share marketing content with partners. Companies can create co-branded marketing content that includes marketing campaigns, emails, social media posts, marketing documents, landing pages, referral campaigns and more. Partners can then access this content and share it wit…

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Campaigndock is a marketing automation platform that includes email marketing, landing pages, surveys, lead qualification, and web tracking capabilities.

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Signpost is an automated marketing solution that helps local businesses to get more customers, reviews, and referrals. The software builds customer profiles by capturing email, call and credit card transactions. Signpost's automated marketing engine then uses this data to drive new customer conversi…

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RightWave provides both marketing automation technology and services. Technology features include multi-channel campaign management, lead management, CRM integration and analytics.

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Ungapped is a platform for email marketing, invitations, surveys, signup forms, and text messages. Users can create mailings, newsletters and invitations. This solution includes ready to use templates, and has a drag and drop editing tool. The survey tool allows users to produce and publish survey…

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AdLuge is a marketing automation software solution offered by TechWyse.

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Dialog Insight is an email marketing platform focused on allowing businesses to create personalized experiences for their customers. Capabilities include: Marketing Automation: Automated communications, such as welcome sequences or shopping cart abandonment follow-ups.Customer Insight: Database of c…

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Plumb5 is a marketing automation software solution offered by Plumb5.

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Firecart is marketing automation software targeted to B2C and eCommerce websites. The vendor aims to help its clients automate their sales and marketing strategy to attract new leads and generate more revenue from current customers and grow their business. Additionally, the vendor says their solutio…

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Automatr is a marketing automation software solution offered by Volacci Corporation.

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Xtremepush is a leading multi-channel analytics and engagement marketing platform. This solution is designed to enable global enterprise brands to analyse their mobile and web customers, drive engagement and increase their revenue. Key features include easy integration, enterprise-class analytics, p…

TrustRadius Top Rated for 2020

2020 Top Rated Marketing Automation Software

There are plenty of options out there, but here's our shortlist of the best Marketing Automation Software. These products won a Top Rated award for having excellent customer satisfaction ratings. The list is based purely on reviews; there is no paid placement, and analyst opinions do not influence the rankings. To qualify, a product must have 10 or more recent reviews and a trScore of 7.5 or higher, indicating above-average satisfaction for business technology. The products with the highest trScores appear first on the list. Read more about the Top Rated criteria.