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Marketing Automation reviews by real, verified users. Find unbiased ratings on user satisfaction, features, and price based on the most reviews available anywhere.

Best Marketing Automation Software

Marketing automation software automates marketing actions or tasks, streamlines marketing workflows, and measures the outcomes of marketing campaigns. These tools provide a central marketing database for all marketing information and interactions, helping marketers create segmented, personalized, and timely marketing experiences for customers or prospects. These platforms provide automation features across multiple aspects of marketing including email, social media, lead generation, direct mail, digital advertising, and more.

A key component of marketing automation tools is the provision of analytics features to determine the success of an entire campaign across segments and channels. These features measure the impact of campaigns on marketing team KPIs and campaign ROI, as well as the impact of campaigns on company revenue.

Marketing automation products often integrate with CRM software, social media management software, CMS tools, and account-based orchestration platforms. While marketing automation tools do include email marketing features, products in G2's Marketing Automation category are excluded from the Email Marketing software category, which houses tools that only address automation in the email channel.

To qualify for inclusion in the Marketing Automation category, a product must:

Automate two or more of the following: email, social media, SMS, and digital ads
Provide advanced email marketing capabilities including A/B testing, spam filter testing, scheduling, segmentation, and detailed performance reporting
Act as a central marketing database for marketing information and interactions
Allow dynamic segmentation of marketing campaign targets
Contact targets across multiple channels after specific actions, triggers, or periods of time
Perform lead management to include lead nurturing and lead scoring
Generate forms and landing pages to collect prospect information
Provide analytics and reports that track the entire lifecycle of a campaign, including ties to revenue and/or campaign ROI

Top 10 Marketing Automation Software

  • HubSpot Marketing Hub
  • ActiveCampaign
  • Klaviyo
  • SharpSpring
  • Omnisend
  • Mailchimp All-in-One Marketing Platform
  • Thryv
  • Marketo Engage
  • Drip
  • GetResponse

Compare Marketing Automation Software

G2 takes pride in showing unbiased reviews on user satisfaction in our ratings and reports. We do not allow paid placements in any of our ratings, rankings, or reports. Learn about our scoring methodologies.
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(6,397)4.4 out of 5
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Entry Level Price:$0

HubSpot is a leading growth platform. Since 2006, we have been on a mission to make the world more inbound. Today, over 68,800 total customers in more than 100 countries use HubSpot’s award-winning software, services, and support to transform the way they attract, engage, and delight customers. Comprised of Marketing Hub, Sales Hub, Service Hub, and a powerful free CRM, HubSpot gives companies the tools they need to Grow Better. HubSpot Marketing Hub has everything you need to run successful in

(6,507)4.6 out of 5
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Entry Level Price:$9 Per Month - Paid Yearly

ActiveCampaign's category-defining Customer Experience Automation (CXA) Platform helps over 130,000 businesses in 170 countries meaningfully engage with their customers. The platform gives businesses of all sizes access to hundreds of pre-built automations that combine email marketing, marketing automation, CRM, and machine learning for powerful segmentation and personalization across social, email, messaging, chat, and text. Over 70% of ActiveCampaign's customers use its 300+ integrations inclu

(492)4.6 out of 5
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What do sophisticated D2C brands like ColourPop, Huckberry, and Chubbies all have in common? They rely on Klaviyo to supercharge their growth. Klaviyo is a growth marketing platform that helps you deliver more personalized experiences across owned marketing channels like email, SMS, in-app notifications, and web. And the results speak for themselves—brands have made more than $3.7 billion in revenue through Klaviyo in the last year alone. Creating deeper, higher-value customer relationships

(618)4.5 out of 5
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SharpSpring is a comprehensive marketing automation platform with robust features, functionality and performance. SharpSpring is one of the most flexible platforms on the market, offering powerful, behavior-based email marketing, native or 3rd party CRM integration, dynamic forms, landing page and blog builders, social media management, universal CMS compatibility, and integration with hundreds of applications. SharpSpring is usually less than 1/3 the cost of the competition, is the easiest

(537)4.6 out of 5
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Entry Level Price:0 USD/ Mo

Join fellow ecommerce businesses who choose Omnisend’s email & SMS marketing to increase their sales, not the workload. Full integration with ecommerce platforms, pre-built automation workflows, and intuitive, no-code editing make it easy to get up & running without diving into the gritty details - unless you want to. More than 50,000 ecommerce brands use Omnisend to grow their businesses on autopilot, converting their customers with quick-to-build, highly-relevant emails & texts.

(4,393)4.4 out of 5
Entry Level Price:$0

Mailchimp’s all-in-one Marketing Platform helps small businesses market smarter so you can grow faster. As the backbone for your customer relationships, they provide AI-powered, user-friendly tools anyone can use to be successful. Mailchimp puts your audience at the center so you can send marketing emails and automated messages, create targeted ad campaigns, build landing pages, send postcards, facilitate reporting and analytics, and sell online. Millions of businesses and individuals - from com

(115)4.6 out of 5
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Thryv is an end-to-end client experience platform built for small businesses. Software that helps you get the job, manage the job and get credit, all from a single screen. Helping small business owners meet today’s expectations, from one simple platform. Include best in class support, available anytime – unlimited 24/7, with business specialists who understand the goals and unique needs of small business owners. Thryv automates tasks and puts customers at the center of your business, with one e

(2,177)4.1 out of 5
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Marketo Engage helps marketing teams be the drivers of demand and growth in their companies by delivering exceptional experiences in concert with sales at every stage of the customer journey. The challenge these teams face is that everyone today expects a personalized experience whenever they interact with a company - they don’t have patience for generic marketing and the last thing they want is a cold call from sales. So to stay competitive, marketing teams are scrambling to understand custome

(416)4.4 out of 5
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Entry Level Price:$122 per month

Drip is a marketing automation engine, giving marketers the tools they need to build stronger and more profitable relationships with their customers at scale. More than 27,000 marketers around the world utilize Drip's comprehensive tracking, hyper-segmentation, and robust email marketing automation to grow their businesses. Graduate from simple email platforms, bloated CRMs, and overhyped marketing automation tools, and make more money with Drip.

(617)4.1 out of 5
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GetResponse is a comprehensive marketing software platform that helps you create content, boost sales, and increase traffic to your website. Integrated email marketing, autoresponders, and landing pages let you automate essential tasks and launch effective marketing campaigns. Advanced analytics make it easy to track conversions, leads, and ROI, and learn what your customers want. Customizable template scenarios do the work for you – no coding necessary.

(1,051)4.1 out of 5
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Entry Level Price:$79 /month

Step up to all-in-one sales & marketing software designed for growing service-based businesses, ranging from entrepreneurs and startups to larger teams. Our platform organizes your customer information and daily work in one place, freeing you up from repetitive tasks so you have more time to focus on growing your business and delivering great service.

(155)4.8 out of 5

RD Station Marketing is a platform that helps medium and small businesses manage and automate their Digital Marketing strategy. With it, customers drive attract traffic, convert this traffic into business opportunities and drive more sales.

(208)4.8 out of 5
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We help e-commerce businesses to convert visitors into loyal customers and foster long-lasting relationship by creating exceptional customer experiences through relevant and consistent communication. Exponea is an end-to-end Customer Data Platform, combining advanced customer data analytics with omni-channel campaign execution. It enables businesses to understand customer behavior and immediately launch highly personalized campaigns for each individual customer through their preferred channels.

(377)4.5 out of 5
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Entry Level Price:$49 Per Month

Autopilot is marketing automation software made visual. We help you capture and convert new leads, connect with customers, and create loyal repeat buyers. LAUNCH IN MINUTES Autopilot’s visual canvas for creating customers journeys is inspired by drawing campaigns on a whiteboard. Whether you need to follow up with new contacts, qualify and assign leads to sales, or onboard customers, you can automate your marketing simply by dragging and connecting shapes together in just a few minutes. INTE

(224)4.3 out of 5
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Emarsys is an omnichannel marketing automation solution, part of the SAP Customer Experience portfolio. Comprising a customer data platform wth fully integrated multichannel campaign management, personalization, segmentation and analytics dashboards, it is supported by dozens of additional features and add-ons. Our fully automated customer lifecycle workflows are crowdsourced from leading brands in your industry that accelerate time to value, deliver superior 1:1 experiences and produce measura

(102)4.6 out of 5
Entry Level Price:$0

ManyChat is the #1 platform for Chat Marketing in the world. Starting in 2016, ManyChat has been used by hundreds of thousands of businesses worldwide for automating their Facebook Messenger Experience for their FB pages. With the ability to send SMS and Email now directly through ManyChat, businesses can create full automation sequences and reach their customers across multiple platforms. This is what Chat Marketing is and what ManyChat is.

(875)4.1 out of 5
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Entry Level Price:$900 /month

Act-On, the world’s leading growth marketing automation platform, is built by marketers for marketers. We offer valuable digital solutions that empower marketers to automate their programs, improve efficiencies with fewer resources, and drive customer engagement beyond the lead at every stage of the customer lifecycle. Best of all, Act-On is easy to implement, easy to use, and supported by the absolute best and most reputable Customer Services team in the industry. Take our interactive product

(397)4.3 out of 5
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dotdigital (formerly dotmailer) is a global leader in customer engagement technology and Engagement Cloud is its platform: the preferred choice for growing businesses and ambitious brands. The platform’s impressive features empower over 80,000 marketers across 150 countries to acquire, convert, and retain customers at scale. Users can connect with CRM and ecommerce systems, surface powerful data, and automate intelligent cross-channel messages that resonate with audiences. Established in 1999, d

(1,758)3.9 out of 5
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Entry Level Price:$1,250 per month

Meet Pardot: B2B marketing automation on the world's #1 CRM. Pardot empowers marketing and sales teams to work together to find and nurture leads, close more deals, and maximize return on investment. Pardot's lead management features CRM integration, email marketing, lead nurturing, lead scoring, and ROI reporting to help marketing and sales teams work together to generate and qualify sales leads, shorten sales cycles, and track marketing ROI. Track all prospect interactions on your site — fro

(121)4.5 out of 5
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WebEngage is a customer data platform and marketing automation suite that makes user engagement and retention simplified and highly effective for consumer tech enterprises and SMBs. Thousands of product and marketing practitioners design intuitive user lifecycle journeys on the WebEngage dashboard to convert existing users through data-backed, timely campaigns across multiple channels. The platform offers: Engagement: Mobile Push Notifications Email SMS On-Site Messages Web Push notificati

(109)4.4 out of 5
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MoEngage is an intelligent customer engagement platform for the customer-obsessed marketer. We help you delight your customers and retain them for longer. With MoEngage you can analyze customer behavior and engage them with personalized communication across the web, mobile, and email. MoEngage is a full-stack solution consisting of powerful customer analytics, AI-powered customer journey orchestration, and personalization - in one dashboard From Fortune 500 enterprises such as Deutsche Telekom

(136)4.5 out of 5

Listrak is an established leader in the cross-channel marketing industry. Listrak works with more than 1,000 retailers and brands to drive higher levels of engagement and revenue with their customers by providing leading-edge email, SMS, and behavioral marketing solutions. Listrak has an industry-leading Net Promoter Score through their singular focus on driving results. With Listrak, retailers gain more than a technology platform; they gain a long-term, strategic partnership with retail marketi

(63)4.7 out of 5
Entry Level Price:0 $

Automate your marketing and sales processes in no time. Build an automatic conversion machine with more advanced workflows that create an individualized experience for every contact, no matter how big you get! Track customers through the purchase process using lead scoring and set your new customers up for success with an onboarding workflow that adapts to their behavior and needs. Be as precise as you want by creating the custom automation workflow of your dreams. Test two different paths usi

(155)4.4 out of 5
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Iterable is the growth marketing platform that enables brands to create, execute and optimize campaigns to power world-class customer engagement across email, push, SMS, in-app and more with unparalleled data flexibility. An integrated, cross-channel solution—built for marketers, trusted by engineers, designed with intelligence. Lifecycle Marketing Made Simple Engage your customers at each touchpoint of their buying journey—from sign-up to check-out and beyond. Drive user activation, nurture,

(161)4.4 out of 5

SALESmanago is the only no-code, AI driven CDXP (all in One Customer Data Platform & Customer Experience Platform) used by 2000+ midmarket and large Enterprises in 50 countries including Starbucks, Vodafone, Lacoste, New Balance, Victoria’s Secret and many other global brands. Financial Times ranks SALESmanago as the fastest growing marketing automation platform in Europe. SALESmanago is harnessing the full power of first- and zero-party data, combining advanced analytics and AI Hyperperson

(103)4.8 out of 5
Entry Level Price:$100 /mo

VBOUT is a marketing automation platform that offers many tools and features to help business owners and marketing professionals centralize and automate their tasks in a simple and smart way. The platform has an easy drag-and-drop landing pages and forms, visual customer journey builder, social media management and email marketing tools. In-depth native analytics and user tracking are provided, giving marketers full view of their contact's engagement and campaign performance. VBOUT provides agen

(76)4.6 out of 5
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Entry Level Price:$24 20000 Contacts Month

EngageBay is a popular and powerful integrated, all-in-one marketing, sales, and support CRM software supporting over 29500 growing companies around the globe. EngageBay helps companies to acquire, engage, nurture web visitors and convert them to happy customers and grow their business 3x and more. EngageBay offers a slew of features including: - Simple and powerful All-in-One CRM - Easy to use marketing automation software - Email marketing - Free Live Chat Software - Powerful helpdesk soft

(65)4.5 out of 5

Optimove is the leading Relationship Marketing Hub, empowering CRM Marketers to create and manage large-scale, customer-led journeys. Optimove autonomously surfaces valuable customer engagement opportunities, orchestrates self-optimizing customer journeys, and accurately measures the incremental impact of all marketing interactions. With Optimove leading brands such as Staples, JD Sports, Dollar Shave Club, GVC, Family Dollar and Penn National maximize customer loyalty, retention, and lifetime v

(13)4.8 out of 5
Entry Level Price:$49 Unlimited

SalezShark is the next generation platform that fuels sales and marketing efforts of businesses. Its ‘Relationship Cloud’ makes it stand apart from the crowded traditional CRM market that just offers the automation of sales processes operationally, leaving sales guys to lay much efforts entering data and feeding information. SalezShark’ s Relationship Cloud feeds an intelligent mesh of relationship network to make connections with prospects easier and faster; know their personality traits, so t

(32)4.7 out of 5
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Drive 30-40% of your revenue with Sendlane email marketing automation platform. Sendlane helps generate more revenue, increase retention, and automate personalized experiences for your customers. Get a personalized demo with a Sendlane email expert to learn more. Ready to take a test drive? Get your free 14-day trial of Sendlane today, no credit card required! Features: - Email Marketing - Marketing Automation - SMS Marketing - Experiments - Multivariate Testing - Sendlane Beacon - Tracking -

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Check out the G2 Grid® for the top Marketing Automation Software products. G2 scores products and sellers based on reviews gathered from our user community, as well as data aggregated from online sources and social networks. Together, these scores are mapped on our proprietary G2 Grid®, which you can use to compare products, streamline the buying process, and quickly identify the best products based on the experiences of your peers.
Leaders
High Performers
Contenders
Niche
Oracle Eloqua
HubSpot Marketing Hub
HCL Campaign
Marketo Engage
Adobe Campaign
Pardot
Oracle Responsys
ACT!
Acoustic Campaign
Mapp Cloud
Act-On
Keap (formerly Infusionsoft)
Right On
Net-Results
eTrigue
dotdigital Engagement Cloud
Spotler
ActiveCampaign
ClickDimensions
Sugar Market (formerly Salesfusion)
SuperOffice CRM
Bronto Marketing Platform
Genoo
inBOX25
Listrak
Sailthru
GetResponse
Maropost
Ontraport
MessageGears
ConvergeHub
Autopilot
Agile CRM
GreenRope
BenchmarkONE (formerly Hatchbuck)
Leadsquared Marketing Automation
Upland Adestra
Emarsys
Delivra
Omnisend
Iterable
SharpSpring
Vendasta
Captavi Platform
SALESmanago
Lead Liaison
WebEngage
Zeta Marketing Platform
Plumb5
Makesbridge
VBOUT
ActiveDEMAND
SalezShark
Zaius
Optimove
Cordial
Higher Logic Marketing Automation Enterprise
Blueshift
Selligent Marketing Cloud
SalesPanda
OutboundEngine
MaaxMarket
Customer.io
Exponea
MDC DOT
Higher Logic Marketing Automation Professional
RD Station
Drip
Actito
User.com
Klaviyo
Referrizer
Aritic
Netcore Smartech
Thryv
366 Degrees
emfluence Marketing Platform
RedEye
Cheetah Engagement Data Platform
Zymplify
SAP Marketing Cloud
Kartra
Total Expert
eSputnik
ExpertSender
BuyerGenomics
Force24
MoEngage
iPost Enterprise
ManyChat
Kizen
Sendlane
Kulea.ma
Acquia Marketing Cloud
EngageBay All-in-One Suite
Platformly
Symplify Communication
Zoho MarketingHub
Sendinblue Premium
Mailchimp All-in-One Marketing Platform
Market Presence
Satisfaction

Learn More About Marketing Automation Software

What is Marketing Automation Software?

Marketing automation software allows companies to optimize their marketing strategy by automating marketing tasks such as email marketing, social media posts, and lead generation.

The automation of these tasks is made possible by creating an automation workflow. A workflow serves as the path that triggers one marketing task after another. An example of this would be when a new customer creates an account on your website, which triggers a welcome email to be sent out to them. Once that welcome email is triggered, product announcement emails are sent, then sale announcement emails, and so on. Each step in the workflow is prompted automatically by a previous step, so no one has to do each step manually. The workflow can then be shaped around any marketing task, whether that is social media management, lead acquisition, or A/B testing.

With this in mind, marketing automation software is not a one-off function that can be automated for years on end. Workflows must be manually updated so the marketing material remains relevant and engaging for customers. While the actual function of email marketing can be automated, the content of the email must be updated with current offerings, company updates, or other relevant information.

Key Benefits of Marketing Automation Software

  • Measure campaigns to optimize, justify, and prioritize initiatives
  • Reduce time spent administering marketing programs and completing tasks
  • Improve close rates with timely and relevant engagement
  • Boost brand and messaging consistency across campaigns and channels via templates and standards
  • Shorten sales cycles with quicker response times
  • Customize marketing to each customer’s needs
  • Create scheduled and automated activities for around-the-clock engagement without manual effort

Why Use Marketing Automation Software?

Marketing automation tools allow you to spend more time focusing on creative solutions while increasing your close rate and improving the quality of your leads. This software helps develop your business and lets you focus on more pressing aspects of day-to-day functions. For starters, you will be able to reduce your staffing costs by a considerable amount; lead nurturing and marketing campaigns can be run automatically instead of manually, enabling your business to potentially send thousands of personalized emails a day without lifting a finger. This type of automation also helps your sales activity dramatically by improving your lead management and prioritization, which usually results in a better ROI. In addition, marketing automation tools hold your marketing and sales teams accountable for their performance with concrete data points, giving you the ability to adjust and improve your business strategies.

Key Business Problems Solved with Marketing Automation Software

  • Create more targeted, well-informed content
  • Provide overall message direction based on customer data
  • Customize messaging across a customer base
  • Personalize messaging without manual entry
  • Reduce staffing and labor costs

Who Uses Marketing Automation Software?

Small businesses and large enterprises alike can benefit from marketing automation software. If you are a small business, you can directly benefit from marketing automation tools without having to increase your headcount, which can be especially important for companies with a small workforce and limited hiring capital. While the initial setup requires an investment of time to customize your platform, the overall result will be a significant decrease in tedious marketing tasks and a more effective sales cycle. From a small-business perspective, it’s exceedingly important to be effective and intentional with the finite amount of resources at your disposal. Marketing automation tools will allow your staff to make the most out of the hours allotted to them, freeing up time for creative solutions instead of repetitive tasks. These tools can optimize your staff’s time, allowing for a more effective business strategy.

Marketing teams — Marketing automation tools allow marketing teams to automate tedious tasks, organize workflows, and collect more customer data. By automating marketing tasks like email marketing, lead generation, and digital advertising, marketing teams save plenty of time and are able to focus more time on analyzing their data. Spending more time with this data results in a more effective marketing strategy.

Sales teams — Marketing automation software allows sales teams to leverage marketing data to identify qualified leads, analyze customer sentiment, and establish better communication with customers. When sales teams understand what leads have expressed a major interest in the product, they can reach out to customers based on actual data and turn cold calls into warm calls. With marketing automation data, sales teams can also be notified when the best time is to reach out to their leads. If leads are on a pricing page, this can trigger an alert to a sales rep to reach out to that lead and talk them through the product offering.

Content managers — Content managers can use marketing automation software to automate the content publishing process. This allows content marketing teams to schedule posts for the most effective times during the day, which can drive more visibility for their content.

Kinds of Marketing Automation Software

Marketing automation software is an umbrella term for any software that allows companies to automate or streamline their marketing efforts to improve operational efficiency and increase revenue. With this in mind, many tools that businesses use on a day-to-day basis contain marketing automation functionalities, including CRM and email marketing tools. However, while many tools provide marketing automation, these products may vary in their focus and breadth of features. Below are some of the different focuses you may find in a marketing automation solution:

Inbound marketing automation — Inbound marketing automation is designed for marketing teams that focus more on content management. This usually translates to teams that write blogs or post social media content to attract new customers. Within inbound marketing, some examples of tasks that can be automated include marketing analytics, reputation management, social media monitoring, and sales lead generation. The automation of these aspects frees up time for marketers to analyze the customer data and make informed decisions on how to improve marketing strategies.

Lead management and nurturing automation — With lead management and nurturing automation, sales teams can automate the process of acquiring and qualifying leads based on which are most likely to convert. This is particularly useful for sales teams, as users capable of setting parameters for what constitutes a qualified lead. This may be when prospective customers visit your product page three times, or it may be when they only come once. You get to decide when the automation tool triggers a sales notification that will alert sales reps to reach out to qualified leads and close a sale. With this tool, sales reps can save plenty of time by focusing on only the most qualified leads.

Pricing automation — E-commerce websites and online retailers can use pricing automation tools to close more sales. If a customer has come to your website and has been browsing a certain product multiple times, then it is very likely that they are considering buying that product. With pricing automation, retailers can automatically drop or raise prices based on interest or repeated product page visits. This allows retail sites to close more deals by offering customers a price point that they are willing to settle on.

B2B (business to business) vs. B2C (business to consumer) — Both B2B and B2C companies can experience value from using marketing automation software to send more personalized, timely, and relevant messages to consumers. B2B and B2C businesses do, however, have differing needs that must be met from this type of software. First, B2B companies have considerably longer buying cycles, and the decision process involves more steps. Additionally, B2B buying decisions are not typically made by just one individual; there are often numerous decision-makers that conduct extensive research before making a purchase. Meanwhile, B2C consumers typically make decisions on an individual basis and generally make buying decisions faster than B2B consumers. These differences impact a business’ marketing strategy, the channels in which they reach their consumers, and the types of content that get automated. Consequently, B2B and B2C companies consider marketing automation software features differently.

B2B companies leverage marketing automation software to assist in nurturing their leads throughout the sales cycle and look for features like integration into their CRM, lead scoring, and high-quality data (i.e., no duplicate contact records). B2C companies focus on the customer journey and making data-driven, predictive recommendations for products or services, typically requiring features such as retargeting, retention marketing, and personalized cart and browse abandonment messages. Since B2C companies typically experience a shorter sales cycle, personalization of their websites and messaging is of utmost importance; the marketing automation software they choose to implement typically needs to integrate with e-commerce sites. In contrast, while nurturing their leads, B2B companies use marketing automation software to send educational and event-based emails to increase brand awareness. Finally, the channels in which B2B and B2C companies reach their consumers differ. Both B2B and B2C businesses rely on email marketing, but B2C businesses often use other channels as well. That being said, they often look for marketing automation software than can support automation with other channels, including SMS, push notifications, and social media messaging.

Marketing Automation Software Features

Email marketing — One of the main functions of marketing automation software is the automation of email marketing. For example, once a customer signs up for your company’s newsletter, marketing automation takes over and can start sending out email marketing campaigns based on events, online activities, and lead scores. Email marketing functions also automate the personalization and branding of marketing emails. This way, each email that gets sent out is a personally addressed letter to whomever signed up for your newsletter.

A final important function of email marketing automation is managing email deliverability.This ensures inbox delivery and includes opt-in management, bounce handling, unsubscribe processing, suppression lists, email preview, spam checking, link validation, and delivery monitoring. This way, businesses can focus on analytics and profit rather than manually attending to every customer need.

Social media marketing — Marketing automation software allows businesses to automate the process of managing a social media campaign, which can increase customer engagement and visibility for your brand or product. With automation tools, you can schedule automated posts such as polls, sweepstakes, and referral programs. Then, marketing automation software can evaluate the customer sentiment of your posts by measuring likes, comments, replies, and retweets. Not only does this help raise brand awareness, but it also allows users to see how their brand is being perceived.

Lead management — Using marketing automation software to manage leads is one of the most effective ways to attract new customers. With lead scoring and grading features, marketing automation software can automatically qualify and score leads based on demographics, as well as prospect online behaviors like recency and frequency. Additionally, businesses can automate drip marketing campaigns that send relevant messages over time, based on prospect behaviors and predefined campaign steps. Automated behavior tracking then tracks which emails a prospect opens and clicks, what web pages they visit, and what keywords they use. All of these lead management tools allow businesses to collect and analyze prospect data without having to do the leg work of manually assessing each customer lead.

Advertising automation — Marketing automation tools can lead customers down the sales funnel by automating when leads see certain advertisements. If customers are revisiting a product page multiple times, this triggers your marketing automation software to present the customer with product advertisements based on where they are in the sales funnel. If they are strongly considering buying the product, then this might trigger a sales advertisement, or if they have been looking at competing products then this might also trigger an advertisement from your website. This helps to keep your product visible so customers always consider purchasing your product, even when they are considering another product as well.

Workflow management — Workflow management automates a process that typically requires intervention by several different users due to its series of steps. Administrators can write rules to determine who, and when, a user needs to complete a step. This also includes notification of users when they need to take action, which creates one fluid workflow that is meant to lead customers through the sales funnel, all the way from awareness to purchase.

Mobile marketing — To supplement both email and social media marketing, marketing automation tools also have the capability of automating mobile marketing. Users can communicate with customers by sending out push notifications, wearable device notifications, or Apple Wallet and Google Pay notifications. This way, even when apps or websites aren’t open, you can still send mobile notifications so customers are alerted with sale alerts, product announcements, new features, etc.

Potential Issues with Marketing Automation Software

Over-automating — One of the common pitfalls of using marketing automation software is over-automation, when companies fall under the misconception that marketing automation software is a fix-it-all solution that you can “set and forget." Marketing automation, like many other innovative technologies, works better with human expertise and management. This means consistently monitoring workflow automation in order to reflect new offerings from your business.

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