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.

Page 12 | Best Marketing Automation Software: User Reviews from September 2026

Freshsales

Freshsales is an easy-to-use, AI-powered sales CRM software. Trusted by 65,000+ businesses worldwide, Freshsales CRM helps sales teams attract quality leads, engage in contextual conversations, grow sales pipeline, boost conversions, and power productivity. Freshsales CRM provides a 360-degree view of contacts and accounts to empower sales teams with context to sell better. Sellers can manage sales pipelines to visualize deal progress and define and track sales targets. Sales teams can effortlessly engage with prospects and customers with the built-in phone, email, and chat capabilities. Advanced automation features like workflows and sales sequences boost sales productivity and ensure better prospecting. Freddy AI in Freshsales helps sellers draft contextual sales emails, receive actionable deal insights, and never miss out on revenue opportunities.

Average Rating: 4.5/5.0

Total Reviews: 1,199

How Do G2 Users Rate Freshsales?

Has the product been a good partner in doing business?: 9.0/10 (Category avg: 8.9/10)
Customization : 9.0/10 (Category avg: 8.4/10)
Performance and Reliability: 8.1/10 (Category avg: 8.7/10)
Workflow Capability: 8.6/10 (Category avg: 8.5/10)

Who Is the Company Behind Freshsales?

Seller: Freshworks
Year Founded: 2010
HQ Location: San Mateo, CA
Twitter: @FreshworksInc
19,020 Twitter followers
LinkedIn® Page: www.linkedin.com
7,783 employees on LinkedIn®
Ownership: NASDAQ: FRSH

Who Uses This Product?

Who Uses This: CEO, Business Development Manager
Top Industries: Information Technology and Services, Computer Software
Company Size: 68% Small, 27% Medium

What Do G2 Reviewers Say About Freshsales?

AI-generated summary from verified user reviews

Pros

Users find Freshsales to be easy to use and intuitive, enhancing their daily call management and email processes.
Users love the user-friendly interface and abundant features of Freshsales, enjoying seamless integration and support.
Users value the ease of use of Freshsales, appreciating its intuitive design and quick onboarding for beginners.
Users highlight the exceptional customer support from Freshsales, always available and providing valuable assistance effectively.
Users find Freshsales intuitive and easy to use, with seamless integrations and helpful support enhancing their experience.

Cons

Users find the missing management features in Freshsales hinder effective lead handling and overall usability.
Users find Freshsales has limited features, which complicates usage and requires additional tools for full functionality.
Users note the limitations in templates and automation, making Freshsales less versatile compared to competitors.
Users struggle with the learning curve of Freshsales, citing frustrations with reports and navigation complexity.
Users face limitations in customization, impacting their ability to create desired reports and modules effectively.

What Are Recent G2 Reviews of Freshsales?

"A Practical CRM for Managing Leads and Customer Interactions"

Rating: 5.0/5.0 stars

— Ishan S.

Best Marketing Automation Software - Page 12

How Many Marketing Automation Software Products Does G2 Track?

Category Stats (Sep 2026)

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G2 Grid® for Marketing Automation Software

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