### Contents - [**Articles**](#resources-articles) - [**Glossary Terms**](#resources-glossary_terms) - [**Discussions**](#resources-discussions) - [**Topics**](#resources-topics) - [**Reports**](#resources-reports) # Marketing Automation Software Resources ##### Articles, Glossary Terms, Discussions, Topics, and Reports to expand your knowledge on Marketing Automation Software Resource pages are designed to give you a cross-section of information we have on specific categories. You'll find [articles](#resources-articles) from our experts, [feature definitions](#resources-glossary_terms), [discussions](#resources-discussions) from users like you, [topics](#resources-topics) to contrast viewpoints, and [reports](#resources-reports) from industry data. [ContentsExpand/Collapse Contents](#) - [**Articles**](#resources-articles) - [**Glossary Terms**](#resources-glossary_terms) - [**Discussions**](#resources-discussions) - [**Topics**](#resources-topics) - [**Reports**](#resources-reports) ## Marketing Automation Software Articles [![What Is Marketing Attribution? How to Measure It](https://learn.g2.com/hubfs/G2CM_FI913_Learn_Article_Images-%5BPermission_Based_Email_Marketing%5D_V1b-1.png "What Is Marketing Attribution? How to Measure It")](https://www.g2.com/articles/marketing-attribution) [ ### What Is Marketing Attribution? How to Measure It ](https://www.g2.com/articles/marketing-attribution) Each stage of the sales funnel—from awareness to consideration to purchase—requires a unique strategy. [ ![Lauren Pope](/assets/transparent-ad5be28fbcd25b7b08d2cebe1d957125437fb5407d75ee717965ad22c8808791.gif "Lauren Pope") LP ](https://learn.g2.com/author/lauren-pope) by Lauren Pope [![Permission Marketing: How to Earn Customer Trust With Ease](https://learn.g2.com/hubfs/G2CM_FI1100_Learn_Article_Images_%5Binfluencer_marketing_statistics%5D_V1b.png "Permission Marketing: How to Earn Customer Trust With Ease")](https://www.g2.com/articles/permission-marketing) [ ### Permission Marketing: How to Earn Customer Trust With Ease ](https://www.g2.com/articles/permission-marketing) Nobody likes being a member of a captive audience. [ ![Lauren Pope](/assets/transparent-ad5be28fbcd25b7b08d2cebe1d957125437fb5407d75ee717965ad22c8808791.gif "Lauren Pope") LP ](https://learn.g2.com/author/lauren-pope) by Lauren Pope [![A Beginner's Guide To Integrated Marketing Communications](https://learn.g2.com/hubfs/G2CM_BI051_Backlog_Images_%5BIntegrated_Marketing_Comms%5D_V1a.png "A Beginner's Guide To Integrated Marketing Communications")](https://www.g2.com/articles/integrated-marketing-communications) [ ### A Beginner's Guide To Integrated Marketing Communications ](https://www.g2.com/articles/integrated-marketing-communications) When I think of integration, I picture a well-oiled machine. [ ![Grace Pinegar](/assets/transparent-ad5be28fbcd25b7b08d2cebe1d957125437fb5407d75ee717965ad22c8808791.gif "Grace Pinegar") GP ](https://learn.g2.com/author/grace-pinegar) by Grace Pinegar [![What Is Marketing Automation? How Does It Work For Brands](https://learn.g2.com/hubfs/Marketing%20Automation.png "What Is Marketing Automation? How Does It Work For Brands")](https://www.g2.com/articles/marketing-automation) [ ### What Is Marketing Automation? How Does It Work For Brands ](https://www.g2.com/articles/marketing-automation) For any B2B business, lead generation and MQL conversions become a root cause of worry, so much so that nobody even eats anything before the first standup of the day. [ ![Lauren Pope](/assets/transparent-ad5be28fbcd25b7b08d2cebe1d957125437fb5407d75ee717965ad22c8808791.gif "Lauren Pope") LP ](https://learn.g2.com/author/lauren-pope) by Lauren Pope [![How to Write a Cold Email That Works (+ Free Template)](https://learn.g2.com/hubfs/G2CM_FI986_Learn_Article_Image_%5BCold_email%5D_V1b.png "How to Write a Cold Email That Works (+ Free Template)")](https://www.g2.com/articles/cold-email) [ ### How to Write a Cold Email That Works (+ Free Template) ](https://www.g2.com/articles/cold-email) Five seconds.  [ ![Mary Clare Novak](/assets/transparent-ad5be28fbcd25b7b08d2cebe1d957125437fb5407d75ee717965ad22c8808791.gif "Mary Clare Novak") MCN ](https://learn.g2.com/author/mary-clare-novak) by Mary Clare Novak [![49 Marketing Automation Statistics That Unveil Latest Trends](https://learn.g2.com/hubfs/G2CM_FI792_Learn_Article_Images_%5BMarketing_Automation_Stats%5D_V1a.png "49 Marketing Automation Statistics That Unveil Latest Trends")](https://www.g2.com/articles/marketing-automation-stats) [ ### 49 Marketing Automation Statistics That Unveil Latest Trends ](https://www.g2.com/articles/marketing-automation-stats) Marketing automation isn’t just about sending emails but creating a personalized journey for your customers. It helps handle repetitive tasks so you have more time and ease as you build and nurture business relationships. You can refine campaigns ranging from generating leads to retaining them as loyal customers. Automation looks after many of your company’s moving parts.  [ ![Sagar Joshi](/assets/transparent-ad5be28fbcd25b7b08d2cebe1d957125437fb5407d75ee717965ad22c8808791.gif "Sagar Joshi") SJ ](https://learn.g2.com/author/sagar-joshi) by Sagar Joshi [![How to Make Cents of Your Marketing Budget](https://learn.g2.com/hubfs/Marketing%20Budget.png "How to Make Cents of Your Marketing Budget")](https://www.g2.com/articles/marketing-budget) [ ### How to Make Cents of Your Marketing Budget ](https://www.g2.com/articles/marketing-budget) Product launches. Webinars. Co-marketing campaigns. Email newsletters. None of these marketing programs happen without the proper budget. [ ![Lauren Pope](/assets/transparent-ad5be28fbcd25b7b08d2cebe1d957125437fb5407d75ee717965ad22c8808791.gif "Lauren Pope") LP ](https://learn.g2.com/author/lauren-pope) by Lauren Pope [![What Is Martech? Learn 5 Ways to Use AI in Marketing](https://learn.g2.com/hubfs/martech.jpg "What Is Martech? Learn 5 Ways to Use AI in Marketing")](https://www.g2.com/articles/martech) [ ### What Is Martech? Learn 5 Ways to Use AI in Marketing ](https://www.g2.com/articles/martech) Marketers never have only one task to focus on at a given time. [ ![Rebecca Reynoso](/assets/transparent-ad5be28fbcd25b7b08d2cebe1d957125437fb5407d75ee717965ad22c8808791.gif "Rebecca Reynoso") RR ](https://learn.g2.com/author/rebecca-reynoso) by Rebecca Reynoso Show More ## Marketing Automation Software Glossary Terms [![Lead Generation](https://learn.g2.com/hubfs/G2CM_GI704_Glossary_Article_Images-%5BLead_Generation%5D_V1b.png "Lead Generation")](https://www.g2.com/glossary/lead-generation-definition) [Lead Generation](https://www.g2.com/glossary/lead-generation-definition) Lead generation is a company's process for attracting potential customers or clients. Learn lead generation strategies, best practices, and benefits. by Kelly Fiorini [![Integrated Marketing](https://learn.g2.com/hubfs/G2CM_GI636_Glossary_Article_Images_%5Bintegrated_marketing%5D_V1b.png "Integrated Marketing")](https://www.g2.com/glossary/integrated-marketing-definition) [Integrated Marketing](https://www.g2.com/glossary/integrated-marketing-definition) Integrated marketing is the strategic alignment of marketing channels and messages to improve the customer experience. Learn best practices for campaigns. by Kelly Fiorini [![Video Conferencing](https://learn.g2.com/hubfs/G2CM_GI597_Glossary_Article_Images_%5Bvideo_conferencing%5D_V1a.png "Video Conferencing")](https://www.g2.com/glossary/video-conferencing-definition) [Video Conferencing](https://www.g2.com/glossary/video-conferencing-definition) Video conferencing is a way to hold live online meetings with audio and video, helping teams, customers, and partners connect from any location. Learn more by Holly Landis [![Marketing Analytics](https://learn.g2.com/hubfs/G2CM_GI587_Glossary_Article_Images_%5BMarketing_Analytics%5D_V1b.png "Marketing Analytics")](https://www.g2.com/glossary/marketing-analytics-definition) [Marketing Analytics](https://www.g2.com/glossary/marketing-analytics-definition) Marketing analytics helps track campaign performance, measure ROI, and turn data into insights that drive smarter growth and engagement. Learn more. by Sagar Joshi [![Customer Engagement](https://learn.g2.com/hubfs/G2CM_GI592_Glossary_Article_Images_%5Bcustomer_engagement%5D_V1a.png "Customer Engagement")](https://www.g2.com/glossary/customer-engagement-definition) [Customer Engagement](https://www.g2.com/glossary/customer-engagement-definition) Customer engagement measures how brands interact with clients throughout the customer's lifecycle. Learn about customer engagement models and the benefits. by Sagar Joshi [![Marketing Automation](https://learn.g2.com/hubfs/G2CM_GI576_Glossary_Article_Images_%5BMarketing_Automation%5D_V1a.png "Marketing Automation")](https://www.g2.com/glossary/marketing-automation-definition) [Marketing Automation](https://www.g2.com/glossary/marketing-automation-definition) Marketing automation is when software is used to automatically complete various marketing tasks by following triggered prompts. Learn about its benefits. by Holly Landis [![Inbound Marketing](https://learn.g2.com/hubfs/G2CM_GI540_Glossary_Article_Images_%5Binbound_marketing%5D_V1b.png "Inbound Marketing")](https://www.g2.com/glossary/inbound-marketing-definition) [Inbound Marketing](https://www.g2.com/glossary/inbound-marketing-definition) Inbound marketing creates valuable content and experiences to attract long-term consumers. Learn the types and how inbound differs from outbound marketing. by Alyssa Towns [![B2B](https://learn.g2.com/hubfs/G2CM_GI469_Glossary_Article_Images-%5BB2B%5D_V1a.png "B2B")](https://www.g2.com/glossary/b2b-definition) [B2B](https://www.g2.com/glossary/b2b-definition) Business-to-business, or B2B, describes a transaction between two business entities. Learn more about the types of B2B companies and their benefits. by Whitney Rudeseal Peet [![Intent Data](https://learn.g2.com/hubfs/G2CM_GI448_Glossary_Article_Images-%5BIntent_Data%5D_V1a.png "Intent Data")](https://www.g2.com/glossary/intent-data-definition) [Intent Data](https://www.g2.com/glossary/intent-data-definition) Intent data is sales intelligence that collects user behavior based on interests. Learn the benefits of collecting this data for sales and marketing teams. by Mara Calvello [![Digital Marketing](https://learn.g2.com/hubfs/GI424_Glossary_Article_Images-%5BDigital_Marketing%5D_V1.png "Digital Marketing")](https://www.g2.com/glossary/digital-marketing-definition) [Digital Marketing](https://www.g2.com/glossary/digital-marketing-definition) Digital marketing refers to marketing tactics and efforts taking place online. Learn the types, stages, and benefits businesses can expect from a strategy. by Mara Calvello ## Marketing Automation Software Discussions 0 Question on: HubSpot Marketing Hub [Can we have fees waived for paid HS products for an NGO we are practicing with?](/discussions/can-we-have-fees-waived-for-paid-hs-products-for-an-ngo-we-are-practicing-with) We engaged an NGO advocating community-based historical interpretation. We offered our services free in exchange for their complete commitment to work with us as an ideal client. We charge only for out-of-pocket expenses for their new domain (.ngo/.org) and website expenses. We are migrating them out of their current domain which is in the control of someone with email address godknows@gmail.com or something. HubSpot offers discounts for non-profits. I know of non-profits who have benefited greatly from the software tools and the discouint. As to whether they want to be an official supporter/sponsor for more? Contact HubSpot directly vs this public forum. Answered: Michael Hartzell on December 10, 2019 Definitely, Hubspot offers rebates for NGOs. Get in touch with Hubspot directly. Answered: Esperance Barreto on December 10, 2019 Thank you Michael. Answered: Rafael Santos on December 10, 2019 [See more answers (2)](javascript:void(0);) [Your answer](/discussions/can-we-have-fees-waived-for-paid-hs-products-for-an-ngo-we-are-practicing-with/comments/new?remote=true) 0 Question on: HubSpot Marketing Hub [What strategies have you followed to increase lead quality?](/discussions/what-strategies-have-you-followed-to-increase-lead-quality) Can you share some strategies and tactics that have worked especially well for generating more qualified leads in B2C? We use lead scoring to score leads based on their origin and activity ie. "touchpoints". Some key metrics we use: - Original campaign source: did we get their information from a tradeshow? did they come in organically by search? Did they click on a social media ad? etc. - Last Marketing Touchpoint: this includes email opens, email clicks, form submissions - Last Marketing Email Opened / Clicked - Number of Marketing Emails Opened These all help qualify if someone is really engaged and interested. The criteria may vary, but each metric has a specific threshold before the contact moves to the next stage of the buyer's journey or is funneled out. Answered: Rebecca Smith on November 21, 2019 First and foremost, make sure you have buyer personas and your customer journey defined. Once you have those established it becomes easier to track the quality of your leads. Here are a couple of blogs to help you get started on personas (https://www.smartbugmedia.com/blog/how-to-build-a-buyer-persona-the-quick-and-dirty-guide and https://www.smartbugmedia.com/blog/buyer-personas-101-what-they-are-and-why-they-matter-to-marketers). It becomes easier to attract high quality leads once you've figured out what your audience's pain points and needs are. You can also better target audiences via paid ads by narrowing down your target audiences based on your buyer personas. Answered: Emma Urbanek on December 10, 2019 Being able to use imported client purchase histories to qualify a company and possibly a new person at said company as a legit organization. Answered: Jeff Sengpiehl on November 15, 2019 [See more answers (2)](javascript:void(0);) [Your answer](/discussions/what-strategies-have-you-followed-to-increase-lead-quality/comments/new?remote=true) 0 Question on: Act-On [Is it difficult to switch from Act-on to another MAP if need be?](/discussions/is-it-difficult-to-switch-from-act-on-to-another-map-if-need-be) My company is considering purchasing Act-on. However we were left with the impression that the company makes it very difficult to switch to another MAP if need be. Has anyone successfully switched from Act-on to another MAP? If so how difficult was the process? I am glad that you are considering Act-On for Marketing Automation! Act-On embraces an open technology ecosystem; we have a plug & play strategy. We don't make you run your website on our system or blog on our platform or use a specific CRM, we give you the flexibility to use the applications you want or are already using across the organization. This ultimately reduces the complexity if you were to switch from Act-On to another MA vendor. Therefore, it would be less complicated to replace Act-On than any other MA vendor on the market. The difficulty question should really be posed to the vendor you plan to switch to. You will want to ask them how complex their implementation is and what do they provide as far as pro-serv or support to new customers on-boarding? I can speak for Act-On - we provide support for on-boarding and help with implementation, so if someone switches to Act-On we can assist with list and asset uploads and make it seamless to go from another system to ours. Please note that Act-On is designed to scale with your company's future growth and we will continue to innovate and provide the capabilities you need for effective online marketing. So, hopefully you find success with our platform and allow us to grow with your company. Answered: Paige Musto, MBA on October 15, 2015 Hi, we used Act On for several years, but this past spring, we were convinced to try out a platform that was specific to the CRM we are using. Long story short, we missed Act On and returned within a few months. To answer your question, however, it was easy to transition our data out of Act On and easy to transition all of that data back to Act On when we returned. The hard part was handling the data within the other MAP we tried using for those few months! Answered: Natalie Jackson on November 3, 2015 [See more answers (1)](javascript:void(0);) [Your answer](/discussions/is-it-difficult-to-switch-from-act-on-to-another-map-if-need-be/comments/new?remote=true) - [‹ Prev‹ Prev](/categories/marketing-automation/resources?discussions_page=2) - [1](/categories/marketing-automation/resources) - [2](/categories/marketing-automation/resources?discussions_page=2) - 3 - [4](/categories/marketing-automation/resources?discussions_page=4) - [5](/categories/marketing-automation/resources?discussions_page=5) - [6](/categories/marketing-automation/resources?discussions_page=6) - [7](/categories/marketing-automation/resources?discussions_page=7) - … - [222](/categories/marketing-automation/resources?discussions_page=222) - [223](/categories/marketing-automation/resources?discussions_page=223) - [Next ›Next ›](/categories/marketing-automation/resources?discussions_page=4) ## Marketing Automation Software Topics [ Marketing Automation Software Questions 10 discussions Marketing Automation Marketing automation software automates marketing actions or tasks, streamlines marketing workflows, and measures the outcomes of marketing campaigns. This page... by Clara F. ](https://www.g2.com/topics/marketing-automation) ## Marketing Automation Software Reports Mid-Market Grid® Report for Marketing Automation Summer 2026 G2 Report: Grid® Report Grid® Report for Marketing Automation Summer 2026 G2 Report: Grid® Report Enterprise Grid® Report for Marketing Automation Summer 2026 G2 Report: Grid® Report Momentum Grid® Report for Marketing Automation Summer 2026 G2 Report: Momentum Grid® Report Small-Business Grid® Report for Marketing Automation Summer 2026 G2 Report: Grid® Report Enterprise Grid® Report for Marketing Automation Spring 2026 G2 Report: Grid® Report Small-Business Grid® Report for Marketing Automation Spring 2026 G2 Report: Grid® Report Mid-Market Grid® Report for Marketing Automation Spring 2026 G2 Report: Grid® Report Grid® Report for Marketing Automation Spring 2026 G2 Report: Grid® Report Momentum Grid® Report for Marketing Automation Spring 2026 G2 Report: Momentum Grid® Report