# Best Marketing Automation Software with B2C Capabilities *By [Alanna Iwuh](https://research.g2.com/insights/author/alanna-iwuh)* Marketing automation software helps businesses streamline and scale their marketing efforts by automating campaigns, workflows, or tasks across multiple channels. These platforms serve as a centralized marketing database to enable teams to create segmented, personalized, and timely marketing experiences for customers or prospects based on customer interaction data. These marketing automation tools should ideally support omnichannel marketing engagement across email, SMS, WhatsApp, social media, direct mail, digital advertising, and more. A key component of marketing automation tools is the ability to create highly personalized journeys based on user behavior, preferences, and lifecycle stage. By leveraging dynamic content, segmentation, and behavioral triggers, marketers can tailor messages to individual users in real time. This level of personalization improves engagement and conversion rates by reaching customers through the right channel at the right time. Marketing automation products often integrate with [customer relationship management (CRM) software](https://www.g2.com/categories/crm), [customer data platforms (CDP)](https://www.g2.com/categories/customer-data-platform-cdp), [social media management software](https://www.g2.com/categories/social-media-mgmt), [e-commerce platforms](https://www.g2.com/categories/e-commerce-platforms), and [account-based orchestration platforms](https://www.g2.com/categories/account-based-orchestration-platforms). While marketing automation tools do include [email marketing](https://www.g2.com/categories/email-marketing) features, products in G2's Marketing Automation category are excluded from the Email Marketing software category, which houses tools that primarily 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 workflows: 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 - 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 campaign return-on-investment (ROI) - Provide personalization features to tailor marketing campaigns based on customer behavior - Integrate with sales or marketing software such as CRM, CDP, or e-commerce platforms - Not be categorized in the email marketing software category — products must cater to multiple channels, including email marketing ## How Many Marketing Automation Software Products Does G2 Track? **Total Products under this Category:** 492 ### Category Stats (May 2026) - **Average Rating**: 4.41/5 (↑0.01 vs Apr 2026) - **New Reviews This Quarter**: 1,291 - **Buyer Segments**: Small-Business 57% │ Mid-Market 32% │ Enterprise 11% - **Top Trending Product**: Ubiquity Engage (+0.75) *Last updated: May 18, 2026* ## How Does G2 Rank Marketing Automation Software Products? **Why You Can Trust G2's Software Rankings:** - 30 Analysts and Data Experts - 91,300+ Authentic Reviews - 492+ Products - Unbiased Rankings G2's software rankings are built on verified user reviews, rigorous moderation, and a consistent research methodology maintained by a team of analysts and data experts. Each product is measured using the same transparent criteria, with no paid placement or vendor influence. While reviews reflect real user experiences, which can be subjective, they offer valuable insight into how software performs in the hands of professionals. Together, these inputs power the G2 Score, a standardized way to compare tools within every category. ## Top Marketing Automation Software at a Glance | # | Product | Rating | Best For | What Users Say | |---|---------|--------|----------|----------------| | 1 | [HubSpot Marketing Hub](https://www.g2.com/products/hubspot-marketing-hub/reviews) | 4.4/5.0 (14,094 reviews) | CRM-connected marketing automation | "[All-in-One HubSpot CRM with Powerful Automation and Easy Email Building](https://www.g2.com/survey_responses/hubspot-marketing-hub-review-12827028)" | | 2 | [Insider One](https://www.g2.com/products/insider-one/reviews) | 4.8/5.0 (1,336 reviews) | — | "—" | | 3 | [ActiveCampaign](https://www.g2.com/products/activecampaign/reviews) | 4.4/5.0 (14,147 reviews) | Customer journey automation for email-led campaigns | "[Clear UI and Best-in-Class Automations Make CRM Management Effortless](https://www.g2.com/survey_responses/activecampaign-review-12689317)" | | 4 | [Braze](https://www.g2.com/products/braze/reviews) | 4.5/5.0 (1,657 reviews) | Omnichannel lifecycle messaging | "[Engage your users with an higher level AI-native orchestration tool](https://www.g2.com/survey_responses/braze-review-5272290)" | | 5 | [Klaviyo](https://www.g2.com/products/klaviyo/reviews) | 4.6/5.0 (1,304 reviews) | E-commerce email and SMS automation | "[Klaviyo Delivers Strong ROI with Seamless Integrations and Powerful Automation](https://www.g2.com/survey_responses/klaviyo-review-12634864)" | | 6 | [HighLevel](https://www.g2.com/products/highlevel/reviews) | 4.6/5.0 (623 reviews) | — | "[Outstanding C ***** 5 stars for Mari Aguilar. she needs a raise I will be sending her boss an email](https://www.g2.com/survey_responses/highlevel-review-12853292)" | | 7 | [Attentive](https://www.g2.com/products/attentive/reviews) | 4.5/5.0 (1,375 reviews) | — | "[User-Friendly with Exceptional Support](https://www.g2.com/survey_responses/attentive-review-10981103)" | | 8 | [Customer.io](https://www.g2.com/products/customer-io/reviews) | 4.4/5.0 (815 reviews) | — | "[The Agent Feature Feels Like a Personal Assistant for Messaging](https://www.g2.com/survey_responses/customer-io-review-12817730)" | | 9 | [Omnisend](https://www.g2.com/products/omnisend/reviews) | 4.6/5.0 (1,143 reviews) | E-commerce email and SMS campaign setup | "[Far above the competition](https://www.g2.com/survey_responses/omnisend-review-12650962)" | | 10 | [Intuit Mailchimp All-in-One Marketing Platform](https://www.g2.com/products/intuit-mailchimp-all-in-one-marketing-platform/reviews) | 4.4/5.0 (5,192 reviews) | Email campaigns for growing contact lists | "[Communications Gem](https://www.g2.com/survey_responses/intuit-mailchimp-all-in-one-marketing-platform-review-4130494)" | ## Which Type of Marketing Automation Software Tools Are You Looking For? - [Marketing Automation Software](https://www.g2.com/categories/marketing-automation) *(current)* - [Mobile Marketing Software](https://www.g2.com/categories/mobile-marketing) - [CRM Software](https://www.g2.com/categories/crm) - [Marketing Analytics Software](https://www.g2.com/categories/marketing-analytics) - [Customer Data Platforms (CDP)](https://www.g2.com/categories/customer-data-platform-cdp) - [Push Notification Software](https://www.g2.com/categories/push-notification) - [Personalization Software](https://www.g2.com/categories/personalization) - [SMS Marketing Software](https://www.g2.com/categories/sms-marketing) --- **Sponsored** ### Act-On Act-On Software is a Marketing Automation Platform that provides solutions to empower marketers to engage marketing targets at every step of the customer lifecycle. Act-On makes customer data actionable so marketers can dream big and build smart, effective marketing automation programs to grow their businesses and generate higher customer lifetime value – all with the fastest time-to-value. Get a Demo: https://act-on.com/demo/ Act-On empowers marketers to: • Grow and expand their businesses at scale through B2B demand generation, B2C sales and transactions, and customer marketing features. Orchestrate and optimize the entire customer journey — from awareness to advocacy — by building continuous, customized engagement that transforms visitors into prospects, prospects into qualified leads, and qualified leads into lifetime customers. • Deliver exceptional brand experiences throughout the customer lifecycle by automating buying journeys, personalizing communications and campaigns, and improving brand affinity and loyalty. Leverage Act-On’s automated capabilities to attract new prospects, engage your contacts, and guide leads toward more frequent and more lucrative purchasing decisions. • Drive measurable product adoption and customer retention through executing comprehensive onboarding and training programs, product adoption and customer retention strategies, and new products and services promotions. From new contacts to loyal partners, you can use Act-On to engage your audience, turn them into brand ambassadors, and keep them coming back for more. With interactive and dynamic reporting and analytics to assess, showcase, and improve performance, the Act-On Platform is designed to deliver growth marketing value for businesses and marketers of any size, shape, location, and scale. Platform features include: • Automated and adaptable buying journeys • Deep integrations with leading CRM systems and web conferencing • Website visitor engagement tracking and intent reporting • Dynamic lead scoring, segmenting, and nurturing • Social media listening, prospecting, publishing, and advocacy • Easy-to-design web forms, landing pages, and email templates • Event-triggered and transactional emailing • Active contact-based pricing for actual usage billing We get marketing. We understand your challenges. And we’re here to help you excel with every customer and every campaign. [Visit website](https://www.g2.com/external_clickthroughs/record?secure%5Bad_program%5D=ppc&secure%5Bad_slot%5D=category_product_list&secure%5Bcategory_id%5D=36&secure%5Bdisplayable_resource_id%5D=36&secure%5Bdisplayable_resource_type%5D=Category&secure%5Bmedium%5D=sponsored&secure%5Bplacement_reason%5D=page_category&secure%5Bplacement_resource_ids%5D%5B%5D=36&secure%5Bprioritized%5D=false&secure%5Bproduct_id%5D=1171&secure%5Bresource_id%5D=36&secure%5Bresource_type%5D=Category&secure%5Bsource_type%5D=category_page&secure%5Bsource_url%5D=https%3A%2F%2Fwww.g2.com%2Fcategories%2Fmarketing-automation%2Fenterprise&secure%5Btoken%5D=76e161048865895de132c2274db472a05238265fccbde730558b19b2c6bfa058&secure%5Burl%5D=https%3A%2F%2Fact-on.com%2F%3Futm_channel%3Dpaid_ppc%26utm_medium%3Dppc_g2%26utm_campaign%3Dppc_g2_2026Q2%26offerAsset_topic%3DOther%26offerAsset_type%3Dother&secure%5Burl_type%5D=custom_url) --- ## Buyer Guide: Key Questions for Choosing Marketing Automation Software Software ### How should I choose Marketing Automation software? Based on my evaluation of review patterns, I recommend starting with the campaigns your team sends most often. If lifecycle messaging is the priority, focus on segmentation, triggers, flow editing, and behavior data. If lead management matters more, review CRM sync, forms, scoring, and sales handoff. If e-commerce is central, prioritize product data, email and SMS flows, attribution, and checkout-related messaging. ### What does Marketing Automation software do? I frame Marketing Automation software as a system for planning, sending, and measuring customer communication across marketing channels. These platforms help teams manage contacts, build segments, create campaigns, and trigger messages based on customer or lead activity. In the review patterns I evaluated, users connect this category with email, SMS, forms, landing pages, CRM data, lifecycle flows, and follow-up after specific actions. It gives marketing teams a more organized way to turn audience data into timely campaigns without relying on manual lists or one-off sends. ### Why do businesses use Marketing Automation software? Across the review patterns I evaluated, businesses used Marketing Automation software when customer communication became harder to manage across campaigns, channels, and audience segments. Users often describe the value in faster campaign setup, cleaner lead handling, and more relevant follow-up after a customer takes an action. Several benefits show up clearly: - Reviewers like simple builders for emails, forms, and campaign flows. - Users value contact organization and segmentation when lists become harder to manage manually. - Automation rules help teams send follow-ups after form fills, events, purchases, or product activity. - Reporting helps marketers understand what is working across sends and audience groups. Common friction areas include advanced setup, pricing changes, reporting gaps, slow screens, and data sync issues. ### Who uses Marketing Automation software primarily? After reviewing the user roles and use cases, I found that Marketing Automation software supports both marketing-owned and sales-adjacent work. - **Marketing teams:** Build campaigns, manage audiences, and track channel performance. - **CRM teams:** Keep contact data, fields, and campaign lists organized. - **Email and lifecycle teams:** Create triggered messages, nurture flows, and retention campaigns. - **Sales teams:** Use lead capture, scoring, and follow-up activity tied to prospects. - **Small business owners:** Use these platforms when they need one system for outreach, forms, and customer updates. - **Product marketing teams:** Send release messages, account updates, and behavior-based education. ### What types of Marketing Automation software should I consider? From the way reviewers describe the category, I see Marketing Automation software falling into these groups: - **Customer engagement platforms:** Best for teams that need email, SMS, push, and in-app messages tied to user behavior. - **CRM-centered marketing suites:** Best for teams that want contact records, forms, sales follow-up, and campaigns in one place. - **E-commerce marketing tools:** Best for product messages, email and SMS flows, purchase-based segments, and abandoned-cart work. - **Outbound-focused tools:** Best for prospect filters, lead scoring, LinkedIn outreach, and sales email sequences. ### What are the core features to look for in Marketing Automation software? When I review this category, some of the leading Marketing Automation software includes the following features: - Campaign builders for emails, forms, pages, and flows. - Contact management with clear fields, lists, and segments. - Automation workflows based on behavior, dates, or CRM status. - Email templates and editing tools that non-technical users can manage. - CRM integrations and data sync controls. - Multichannel messaging across email, SMS, push, or in-app channels. - Reporting for campaign results, audience performance, and follow-up activity. - Consent controls, A/B testing, and behavioral triggers. ### What trends are shaping Marketing Automation software right now? From my evaluation of review patterns and current marketing technology, these themes are shaping the category: - **AI-assisted campaign work:** Teams are using AI to plan, draft, test, and refine campaign content. - **Real-time personalization:** More tools are built around customer behavior, timing, and context. - **Better data foundations:** Marketers need cleaner customer data before automation can work well. - **Agentic marketing workflows:** AI agents are moving into audience setup, content production, and campaign planning. - **Multichannel orchestration:** Email remains central, but buyers are comparing SMS, push, in-app, and web messages. --- ## What Are the Top-Rated Marketing Automation Software Products in 2026? ### 1. [Axtria CustomerIQ](https://www.g2.com/products/axtria-customeriq/reviews) **Average Rating:** 4.0/5.0 **Total Reviews:** 2 **Product Description:** Axtria CustomerIQ™ is the most advanced NBA driven customer engagement solution for life sciences that formulates effective omnichannel interactions across Life Sciences customers to optimize commercial activity. Axtria CustomerIQ brings together the power of AI/ML based analytics with business-driven intelligence to significantly improve the interaction between the Life Sciences company and their customers, providing a complete 360° view of the customer at any time. Axtria CustomerIQ automates and optimizes the efficiency of both sales and marketing channels, to drive higher revenue. #### What Are Recent G2 Reviews of Axtria CustomerIQ? **"[Outstanding Cloud Based Customer Centric Marketing Platform](https://www.g2.com/survey_responses/axtria-customeriq-review-4344906)"** **Rating:** 4.5/5.0 stars *— Muhammad S.* [Read full review](https://www.g2.com/survey_responses/axtria-customeriq-review-4344906) --- #### What Are G2 Users Discussing About Axtria CustomerIQ? - [What is Axtria CustomerIQ used for?](https://www.g2.com/discussions/what-is-axtria-customeriq-used-for) ### 2. [Blendee](https://www.g2.com/products/blendee/reviews) **Average Rating:** 4.0/5.0 **Total Reviews:** 1 **Product Description:** Blendee The First European M.O.S. Engage Your Perfect Audience. Enjoy The Experience. Elevate Your Business Blendee is the first European Marketing Operating System (𝖬.𝖮.𝖲.), a technological solution that arises from the evolution of the more traditional marketing and advertising technologies. Blendee combines the functions of a modern Customer Data Platform, an Ad Server and a performing DMP (Audience Management Platform). Blendee is an end-to-end solution which allows to orchestrate and to oversee the entire customer journey of each individual user. From the first impression on paid channels to engagement and retention activities, Blendee allows users to personalize the customer experience in every touchpoint, managing all marketing activities from a single platform. #### What Are Recent G2 Reviews of Blendee? **"[Client using Adabra was very satisfied](https://www.g2.com/survey_responses/blendee-review-4826200)"** **Rating:** 4.0/5.0 stars *— Verified User in Marketing and Advertising* [Read full review](https://www.g2.com/survey_responses/blendee-review-4826200) --- #### What Are G2 Users Discussing About Blendee? - [What is Adabra used for?](https://www.g2.com/discussions/what-is-adabra-used-for) ### 3. [Indition CRA](https://www.g2.com/products/indition-cra/reviews) **Average Rating:** 4.5/5.0 **Total Reviews:** 1 **Product Description:** Indition CRA is a marketing automation solution with social posts, email templetes and text widgets features. #### What Are Recent G2 Reviews of Indition CRA? **"[Best for Startup and mid range company to organise all efforts](https://www.g2.com/survey_responses/indition-cra-review-4854652)"** **Rating:** 4.5/5.0 stars *— Narayan S.* [Read full review](https://www.g2.com/survey_responses/indition-cra-review-4854652) --- ### 4. [Infor Omni-Channel Campaign Management](https://www.g2.com/products/infor-omni-channel-campaign-management/reviews) **Average Rating:** 4.0/5.0 **Total Reviews:** 1 **Product Description:** Infor Omni-channel Campaign Management serves as an integrated database marketing solution for planning, executing, and monitoring permissions-based marketing campaigns across multiple touch points. Nurture your customer base and build loyalty with an easy-to-use, comprehensive solution that allows you to take action from any device with real-time results. #### What Are Recent G2 Reviews of Infor Omni-Channel Campaign Management? **"[Nascent campaign management tool](https://www.g2.com/survey_responses/infor-omni-channel-campaign-management-review-4739308)"** **Rating:** 4.0/5.0 stars *— Ganesh R.* [Read full review](https://www.g2.com/survey_responses/infor-omni-channel-campaign-management-review-4739308) --- #### What Are G2 Users Discussing About Infor Omni-Channel Campaign Management? - [What is Infor Omni-Channel Campaign Management used for?](https://www.g2.com/discussions/what-is-infor-omni-channel-campaign-management-used-for) ### 5. [iPresso](https://www.g2.com/products/ipresso/reviews) **Average Rating:** 4.5/5.0 **Total Reviews:** 1 **Product Description:** Integrated Marketing Automation platform for professional marketers. Industry-specific, with support, without a break from development. iPresso is more than just a technology... … and more than automation - everything counts: understanding the industry and business, support oriented to needs and problems, analytics, integration, continuous development. Make your marketing more effective! It’s not just a slogan but our mantra, which we use to develop the system. The core assumption of iPresso is to support professional marketers in their everyday work: integrate data, tools, design and conduct personalized, multi-channel campaigns, measure results and constantly improve them. How do we do it? We are continuously working on making iPresso maximally accessible and intuitive. iPresso is used by marketers from companies and brands operating all over the world. Discover what iPresso places at their disposal. Marketing Automation is complicated and hard to launch? ‍Not with iPresso! Technology is for all people. Marketing Automation was created especially for selected marketers, entrepreneurs and designers. We believe and know from experience that you do not expect a tool overloaded with redundant features.You need iPresso to be as flexible, friendly and integrated as possible. Adjust iPresso to your industry and business We possess competences and additional functionalities that better match iPresso to a particular industry. iPresso Enterprise is a dedicated marketing automation service for: finance, FMCG, telecommunications, automotive, airlines, media and entertainment, B2B – it’s an option worth considering. #### What Are Recent G2 Reviews of iPresso? **"[Tailored for marketers](https://www.g2.com/survey_responses/ipresso-review-135908)"** **Rating:** 4.5/5.0 stars *— Darla L.* [Read full review](https://www.g2.com/survey_responses/ipresso-review-135908) --- #### What Are G2 Users Discussing About iPresso? - [What is iPresso used for?](https://www.g2.com/discussions/ipresso-what-is-ipresso-used-for) - [What is iPresso used for?](https://www.g2.com/discussions/what-is-ipresso-used-for) ### 6. [MarketWide](https://www.g2.com/products/marketwide/reviews) **Average Rating:** 5.0/5.0 **Total Reviews:** 1 **Product Description:** MarketWide is DSI’s innovative database marketing tool that can be used by companies and marketing agencies alike. If you have an existing customer or lead database and want to reach your customers with direct communications, #### What Are Recent G2 Reviews of MarketWide? **"[MarketWide](https://www.g2.com/survey_responses/marketwide-review-5355477)"** **Rating:** 5.0/5.0 stars *— Rachel B.* [Read full review](https://www.g2.com/survey_responses/marketwide-review-5355477) --- #### What Are G2 Users Discussing About MarketWide? - [What is MarketWide used for?](https://www.g2.com/discussions/what-is-marketwide-used-for) ### 7. [NextUser](https://www.g2.com/products/nextuser/reviews) **Average Rating:** 5.0/5.0 **Total Reviews:** 1 **Product Description:** NextUser is a simple solution to collect all types of user data, analyze and act on it in real time to deliver dynamic, personalized experiences. NextUser was specifically built for consumer companies (eCommerce websites, Web Application) with an "open platform" concept that helps orchestrate communication across all the user channels: Website, Email, Customer Support, CRM, and many more. #### What Are Recent G2 Reviews of NextUser? **"[Nextuser : An Overeview](https://www.g2.com/survey_responses/nextuser-review-5021556)"** **Rating:** 5.0/5.0 stars *— Ashok R.* [Read full review](https://www.g2.com/survey_responses/nextuser-review-5021556) --- #### What Are G2 Users Discussing About NextUser? - [What is NextUser used for?](https://www.g2.com/discussions/what-is-nextuser-used-for) ### 8. [OptCulture](https://www.g2.com/products/optculture/reviews) **Average Rating:** 5.0/5.0 **Total Reviews:** 1 **Product Description:** OptCulture simplifies retail marketing. It replaces fragmented tools with a single AI-powered platform. The goal is simple: maximize customer lifetime value and drive repeat revenue. It unites custom loyalty programs, automated campaigns, and real-time personalization, both online and in-store. The connection doesn’t stop at checkout. OptCulture uses interactive e-receipts and wallet integrations (Apple and Google) to bring shoppers back. First-time buyers become loyal regulars. Every interaction turns into measurable growth. Key Capabilities: - Unified Engagement & Loyalty: Seamlessly combines customizable loyalty programs, campaign automation, offer management, and real-time personalization across all online and offline touchpoints. - Data-Driven Personalization: Leverages a unified view of customer data to trigger automated, targeted campaigns and behavior-based offers that turn first-time buyers into loyal repeat customers. - Enhanced Post-Purchase Experience: Extends engagement past checkout with interactive e-receipts, feedback capture, and direct integration with Apple and Google Wallet for effortless redemption of loyalty cards, coupons, and gift cards. #### What Are Recent G2 Reviews of OptCulture? **"[Using OptCulture to manage campaigns](https://www.g2.com/survey_responses/optculture-review-5064502)"** **Rating:** 5.0/5.0 stars *— Verified User in Computer Software* [Read full review](https://www.g2.com/survey_responses/optculture-review-5064502) --- #### What Are G2 Users Discussing About OptCulture? - [What is OptCulture used for?](https://www.g2.com/discussions/what-is-optculture-used-for) ### 9. [Promio](https://www.g2.com/products/promio/reviews) **Average Rating:** 4.5/5.0 **Total Reviews:** 1 **Product Description:** Promio offers local marketing solutions for local business and franchises. #### What Are Recent G2 Reviews of Promio? **"[A great marketing software](https://www.g2.com/survey_responses/promio-review-5074532)"** **Rating:** 4.5/5.0 stars *— Verified User in Civil Engineering* [Read full review](https://www.g2.com/survey_responses/promio-review-5074532) --- #### What Are G2 Users Discussing About Promio? - [What is Promio used for?](https://www.g2.com/discussions/what-is-promio-used-for) ### 10. [Related Digital Customer Journey Manager](https://www.g2.com/products/related-digital-customer-journey-manager/reviews) **Average Rating:** 4.5/5.0 **Total Reviews:** 1 **Product Description:** Create and launch highly targeted and complex customer journeys across all your marketing channels to increase customer lifetime value, revenue and retention while saving time and effort. #### What Are Recent G2 Reviews of Related Digital Customer Journey Manager? **"[As global localization manger responsible for operations including marketing and Sales](https://www.g2.com/survey_responses/related-digital-customer-journey-manager-review-5408089)"** **Rating:** 4.5/5.0 stars *— Mohan L.* [Read full review](https://www.g2.com/survey_responses/related-digital-customer-journey-manager-review-5408089) --- #### What Are G2 Users Discussing About Related Digital Customer Journey Manager? - [What is Related Marketing Cloud (RMC) Customer Journey Manager used for?](https://www.g2.com/discussions/related-marketing-cloud-rmc-customer-journey-manager-what-is-related-marketing-cloud-rmc-customer-journey-manager-used-for) - [What is Related Marketing Cloud (RMC) Customer Journey Manager used for?](https://www.g2.com/discussions/what-is-related-marketing-cloud-rmc-customer-journey-manager-used-for) ### 11. [SalesAutoPilot](https://www.g2.com/products/salesautopilot/reviews) **Average Rating:** 4.5/5.0 **Total Reviews:** 1 **Product Description:** SalesAutoPilot is a automation software that changes the way you market and do business. It helps you automate and scale awesomeness in your company and ditch all grunt work. #### What Are Recent G2 Reviews of SalesAutoPilot? **"[Run your sales on Auto Pilot](https://www.g2.com/survey_responses/salesautopilot-review-5237222)"** **Rating:** 4.5/5.0 stars *— TARUN S.* [Read full review](https://www.g2.com/survey_responses/salesautopilot-review-5237222) --- #### What Are G2 Users Discussing About SalesAutoPilot? - [What is SalesAutoPilot used for?](https://www.g2.com/discussions/what-is-salesautopilot-used-for) ### 12. [Ubiquity Engage](https://www.g2.com/products/ubiquity-engage/reviews) **Average Rating:** 4.0/5.0 **Total Reviews:** 1 **Product Description:** Engage with your customers across multiple channels from a single cloud-based marketing platform. Create a centralised marketing database and gain single-view-of-customer. Easily personalise, segment and target your customers with the right message through the right channel at the right time. #### What Are Recent G2 Reviews of Ubiquity Engage? **"[UbiquityEngage](https://www.g2.com/survey_responses/ubiquity-engage-review-1645481)"** **Rating:** 4.0/5.0 stars *— Jhoneis M.* [Read full review](https://www.g2.com/survey_responses/ubiquity-engage-review-1645481) --- #### What Are G2 Users Discussing About Ubiquity Engage? - [What is Ubiquity Engage used for?](https://www.g2.com/discussions/what-is-ubiquity-engage-used-for) ### 13. [Wired Plus](https://www.g2.com/products/wired-plus/reviews) **Average Rating:** 3.5/5.0 **Total Reviews:** 1 **Product Description:** Not another faceless email marketing company. We love people and the excitement of seeing businesses succeed! Don't get us wrong, we love creating powerful email marketing software too; we just think that if you're paying for a platform, you should also get personal support & expert advice to make the most of it. Technology & software is only ever as good as the people using it. We will show you how to get the most out of your investment and how to make a success of your business. #### What Are G2 Users Discussing About Wired Plus? - [What is Wired Plus used for?](https://www.g2.com/discussions/what-is-wired-plus-used-for) ### 14. [X2CRM](https://www.g2.com/products/x2crm/reviews) **Average Rating:** 4.0/5.0 **Total Reviews:** 1 **Product Description:** X2CRM is an open source CRM platform for marketing, sales, customer service and other custom applications powered by an easy to use workflow engine and process management framework. Manage your clients with an endlessly customizable, powerful app, and boost your productivity like never before. #### What Are Recent G2 Reviews of X2CRM? **"[Because I was working and good understanding](https://www.g2.com/survey_responses/x2crm-review-4964678)"** **Rating:** 4.0/5.0 stars *— Verified User in Electrical/Electronic Manufacturing* [Read full review](https://www.g2.com/survey_responses/x2crm-review-4964678) --- #### What Are G2 Users Discussing About X2CRM? - [What is X2CRM used for?](https://www.g2.com/discussions/what-is-x2crm-used-for) ## What Is Marketing Automation Software? [Marketing Software](https://www.g2.com/categories/marketing) ## What Software Categories Are Similar to Marketing Automation Software? - [Mobile Marketing Software](https://www.g2.com/categories/mobile-marketing) - [CRM Software](https://www.g2.com/categories/crm) - [Marketing Analytics Software](https://www.g2.com/categories/marketing-analytics) - [Customer Data Platforms (CDP)](https://www.g2.com/categories/customer-data-platform-cdp) - [Push Notification Software](https://www.g2.com/categories/push-notification) - [Personalization Software](https://www.g2.com/categories/personalization) - [SMS Marketing Software](https://www.g2.com/categories/sms-marketing) --- ## How Do You Choose the Right Marketing Automation Software? ### What You Should Know 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](https://www.g2.com/categories/marketing-automation?filters%5Bverified_features%5D%5B%5D=108&utf8=%E2%9C%93) 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. Many marketing automation software tools will also offer the following features:  - [Social media engagement capabilities](https://www.g2.com/categories/marketing-automation/f/social-media-engagement) - [Social media advertising capabilities](https://www.g2.com/categories/marketing-automation/f/social-media-advertising) - [Event/webinar marketing capabilities](https://www.g2.com/categories/marketing-automation/f/event-webinar-marketing) - [Search tracking and optimization capabilities](https://www.g2.com/categories/marketing-automation/f/search-tracking-and-optimization) - [SEO/keyword analytics capabilities](https://www.g2.com/categories/marketing-automation/f/seo-keyword-analytics) - [Social listening capabilities](https://www.g2.com/categories/marketing-automation/f/social-listening) - [Budgeting capabilities](https://www.g2.com/categories/marketing-automation/f/budgeting) - [B2B capabilities](https://www.g2.com/categories/marketing-automation/f/b2b) - [B2C capabilities](https://www.g2.com/categories/marketing-automation/f/b2c) - [Online Behavior Tracking capabilities](https://www.g2.com/categories/marketing-automation/f/online-behavior-tracking) ### Trends Related to Marketing Automation Software **Interactive email marketing —** Email marketing is one of the most-used features in marketing automation software. Although marketers can reach a wide scope of customers by automating thousands of promotional emails, most of those emails don’t provide any brand interaction or personalized content. With this in mind, email marketers are looking to make more personalized and interactive media content in each email. This may include animated GIFs, promotional videos, games, quizzes, 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. ### Software and Services Related to Marketing Automation Software [**CRM**](https://www.g2.com/categories/crm) **—** Retaining and developing relationships with new and old customers is paramount for any growing business. As such, it’s important that your marketing automation tool integrates with a CRM. By integrating these two together, you can have a one-stop shop for marketing analysis and customer data. Not only can you view customer information such as name, address, and company info, but you can also view important marketing information such as which pages they visit, the duration of those visits, and which products they are most interested in. Furthermore, since marketing automation software automatically scores leads based on how likely they are to convert into a customer, it’s important to have your leads and customer information in one place so sales and marketing teams can team up on strategizing how to close a sale. Aside from closing new deals, marketing automation can also reignite interest in old customers by sending out drip email campaigns. If your marketing automation software is integrated with your CRM, you can identify all your old customers and send them content periodically in the hopes of reattracting them to your brand. Ultimately, the coupling of your CRM and marketing automation will also bring you the clearest view on which marketing initiatives are attracting new customers and which ones are not. This will enable your company to track ROI in real time and provide insight into making smarter business decisions based on concrete customer data. [**Project management**](https://www.g2.com/categories/project-management) **—** Project management software assists employees, administrators, and teams in managing team goals and long-term projects, as well as coordinating individual tasks. Since marketing automation revolves around creating workflows, it’s important to visualize all of the necessary steps that must be completed before creating an automated workflow. With a project management tool, marketing teams can collaborate and pull assets together to create one streamlined marketing campaign. [**Social media advertising**](https://www.g2.com/categories/social-media-advertising) **—** It goes without saying that more and more people are being both informed and influenced by products that are advertised on social media. With Instagram, Facebook, and Twitter being some of the most visited websites in the world, marketers must make their brand visible across these channels in order to stay competitive. Integrate your marketing automation software with social media advertising software so you can automate the process of buying, managing, and placing social ads.