Features
Top Performing Features
Landing pages
Users can create web pages that are customized to a particular email or campaign. Landing pages often include web forms which can capture visitor information and integrate it back into the MA software.
Category average: 6.3
List management
This involves creating, filtering, editing, merging and de-duping lists of contacts.
Category average: 5.9
Triggered drip sequences
The software allows users to set up automatic / drip email campaigns triggered by certain events.
Category average: 6.5
Automated follow-ups
Email or text follow-up messages are automatically sent in response to buying signals from potential customers. Contacts may be segmented and tagged for auto-replies with personalized messaging.
Category average: 9.7
CRM Project Management
This component of CRM software helps users initiate, plan, collaborate on, execute, track, and close projects.
Task management
This includes the ability to plan, track, collaborate and report on tasks.
Category average: 8.9
Billing and invoicing management
This includes automated invoice creation and billing.
Category average: 7.5
Reporting
Software provides a broad range of standard and the ability to build custom reports.
Category average: 7.3
Automated CRM activity logging
Logs information related to contacts, events, and calls.
Category average: 8.1
Sales pipeline management
Sales funnel automation with triggered actions at different stages, pipeline visualization, and performance tracking for revenue forecasting, conversions, duration, etc.
Category average: 9.3
Email & Online Marketing
Using software to manage lists, send emails, automate email campaigns, and track results.
WYSIWYG email editor
Users can create html emails through a drag-and-drop interface, without html coding knowledge.
Category average: 8.9
Dynamic content
Users can tailor email, website or landing page content depending on the viewer or recipient (e.g., email salutations that include the recipient’s name).
Category average: 7.4
Landing pages
Users can create web pages that are customized to a particular email or campaign. Landing pages often include web forms which can capture visitor information and integrate it back into the MA software.
Category average: 6.3
A/B testing
Users can experiment with different variations of a campaign and measure results. Testable aspects might include subject lines, header images, or landing page copy.
Category average: 6.1
Mobile optimization
Users can easily optimize emails and landing pages for mobile devices.
Category average: 7.1
Email deliverability reporting
The software helps ensure inbox delivery of email campaigns, through features such as deliverability tests, opt-in management, bounce handling, suppression lists, dedicated IP addresses, and delivery monitoring.
Category average: 7.1
List management
This involves creating, filtering, editing, merging and de-duping lists of contacts.
Category average: 5.9
Triggered drip sequences
The software allows users to set up automatic / drip email campaigns triggered by certain events.
Category average: 6.5
Lead Management
The process of tracking and managing prospective customers from lead generation to conversion.
Lead nurturing automation
Users can set up targeted drip email campaigns based on time intervals or prospect behavior, to automate the lead nurturing process and move them further down the sales funnel.
Category average: 7.5
Lead scoring and grading
Users can set up the software to automatically rate leads based on calculations such as buying signals, such as form submissions, or page views, and automatically qualify leads based on demographic factors.
Category average: 8
Data quality management
The software helps store, manage, and organize data around each lead, and avoid data problems such as duplicate contacts or non-standard formats.
Category average: 7.2
Automated sales alerts and tasks
The software helps ensure that a sales person is notified of lead activity and can act on the information in a timely fashion.
Category average: 8.2
Automated follow-ups
Email or text follow-up messages are automatically sent in response to buying signals from potential customers. Contacts may be segmented and tagged for auto-replies with personalized messaging.
Category average: 9.7
Lead segmentation and distribution
Facilitates the distribution and assignment of leads to sales representatives or teams, ensuring a fair and efficient allocation of leads for follow-up and conversion.
Category average: 9.8
Campaign Management
Users can schedule campaigns and/or events with reminders, announcements, etc.
Calendaring
The software helps users maintain a calendar of all marketing activities.
Category average: 8.1
Reporting & Analytics
Users can report on and analyze usage, performance, ROI, and/or other metrics of success.
Dashboards
Users can create, customize and share dashboards, which provide an overview of the most important metrics.
Category average: 4.5
Standard reports
The software offers pre-built reports with metrics standard to the category.
Category average: 4.3
Custom reports
Users can create custom reports.
Category average: 4.2
Platform & Infrastructure
Features related to platform-wide settings and structure, such as permissions, languages, integrations, customizations, etc.
API
An API (application programming interface) provides a standard programming interface for connecting third-party systems to the software for data creation, access, updating and/or deletion.
Category average: 8.1
Role-based workflow & approvals
Permissions to perform actions or access or modify data are assigned to roles, which are then assigned to users, reducing complexity of administration.
Category average: 7.3
Customizability
Users can customize their instance with features like custom fields and custom objects.
Category average: 7.9
Third-party software integrations
Integration functionality with third-party or in-house systems.
Category average: 8.7
Mobile app for sales & marketing automation
Refers to the functionality of mobile apps and their compatibility with different mobile devices.
Category average: 8.4