# Best Marketing Automation Software - Page 21

## How Many Marketing Automation Software Products Does G2 Track?

**Total Products under this Category:** 508

### Category Stats (Aug 2026)

- **Average Rating:** 4.41/5 The average rating of products in this category, based on all submitted ratings
- **Top Trending Product:** OptifiNow (+16.67%) - Among all products in this category, OptifiNow recorded the largest rating increase compared to last month

_Last updated: August 01, 2026_

## How Does G2 Rank Marketing Automation Software Products?

**Why You Can Trust G2's Software Rankings:**

- 30 Analysts and Data Experts
- 93,000+ Authentic Reviews
- 508+ 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.

## G2 Grid® for Marketing Automation Software
 ![G2 Grid® for Marketing Automation Software plotting products by satisfaction and market presence](https://www.g2.com/categories/marketing-automation/grids.png?focus%5B%5D=364&focus%5B%5D=43119&focus%5B%5D=1934&focus%5B%5D=20732&focus%5B%5D=22329&focus%5B%5D=88175&focus%5B%5D=3644&focus%5B%5D=18316)

Highlighted products: HubSpot Marketing Hub, Insider One, ActiveCampaign, Braze, Klaviyo, Attentive, Omnisend, and Customer.io.

Underlying data: [Grid® JSON](https://www.g2.com/categories/marketing-automation/grids.json?focus%5B%5D=hubspot-marketing-hub&focus%5B%5D=insider-one&focus%5B%5D=activecampaign&focus%5B%5D=braze&focus%5B%5D=klaviyo&focus%5B%5D=attentive&focus%5B%5D=omnisend&focus%5B%5D=customer-io)

**Sponsored**

### Customer.io

Customer.io is the leading customer engagement platform for product-led organizations. Engage users based on real behavior and build stronger customer relationships across email, SMS, push, in-app, and webhooks. Now with an intuitive AI agent that handles the repetitive work, your team can focus on timing, strategy, and getting more impact from every message.

[Visit website](https://www.g2.com/external_clickthroughs/record?secure%5Bad_program%5D=ppc&secure%5Bad_slot%5D=category_product_list_llm&secure%5Bcategory_id%5D=36&secure%5Bchosen_at%5D=2026-08-03T15%3A55%3A57Z&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=18316&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%3Fpage%3D21&secure%5Btoken%5D=ebcf32fccbb42933b9764fe245a9ddbb1c90eafdd4013ff10f4bf42badaf951f&secure%5Burl%5D=https%3A%2F%2Fwww.try.customer.io%2Fpaid%2Fdemo%2F%3Futm_medium%3Dads%26utm_source%3DG2%26utm_campaign%3Dg2_ppc_marketing_automation%26utm_term%3Ddemand%2520gen&secure%5Burl_type%5D=custom_url)

### [Crescendo Lab MAAC](https://www.g2.com/products/crescendo-lab-maac/reviews)

Crescendo Lab MAAC (AI-driven Marketing Automation platform) is an AI-powered marketing automation platform built for enterprise brands in Asia. MAAC helps marketing teams design and execute personalized omnichannel customer journeys across LINE, SMS, email, WhatsApp, Facebook, Instagram, and web — all from a single platform. MAAC's AI engine handles audience segmentation, campaign content generation, and send-time optimization automatically — reducing manual workload while increasing campaign performance. Its automated journey builder lets marketers trigger the next best action based on real customer behavior, guiding each contact along the most relevant path. Key capabilities include AI Smart Segmentation, AI Content Generation, LINE Official Account management, omnichannel broadcast messaging, product recommendation automation, and engagement analytics with open and click heatmaps. MAAC integrates with GA4, CRM systems, CDP platforms, and e-commerce tools to consolidate customer data into actionable profiles. Trusted by 800+ enterprise brands including FamilyMart, IKEA, Rakuten, KFC, New Balance, and Red Bull. The only marketing automation platform fully certified by LINE in Taiwan, Japan, and Thailand.

**Average Rating:** 4.8/5.0

**Total Reviews:** 2

#### How Do G2 Users Rate Crescendo Lab MAAC?

- **Customization :** 10.0/10 (Category avg: 8.4/10)
- **Workflow Capability:** 10.0/10 (Category avg: 8.5/10)

#### Who Is the Company Behind Crescendo Lab MAAC?

- **Seller:** [Crescendo Lab](https://www.g2.com/sellers/crescendo-lab)
- **Year Founded:** 2017
- **HQ Location:** Taipei, TW
- **LinkedIn® Page:** [www.linkedin.com](https://www.g2.com/external_clickthroughs/record?secure%5Bsource_type%5D=product_profile&secure%5Btoken%5D=039bd160d8d70ae4fc9cf08862f1a85333821745c7c514b10a5c50f5872868e4&secure%5Burl%5D=https%3A%2F%2Fwww.linkedin.com%2Fcompany%2Fcrescendolab&secure%5Burl_type%5D=linkedin_company_website)  
91 employees on LinkedIn®

#### Who Uses This Product?

- **Company Size:** 100% Small

#### What Are Recent G2 Reviews of Crescendo Lab MAAC?

**["Seamless Google Analytics Integration for Tracking Consumer Journeys"](https://www.g2.com/survey_responses/crescendo-lab-maac-review-13101044)**

**Rating:** 5.0/5.0 stars

_— 陳子軒 N._

[Read full review](https://www.g2.com/survey_responses/crescendo-lab-maac-review-13101044)

**["A User-Friendly Platform with a Short Learning Curve"](https://www.g2.com/survey_responses/crescendo-lab-maac-review-13120798)**

**Rating:** 4.5/5.0 stars

_— Verified User in Cosmetics_

[Read full review](https://www.g2.com/survey_responses/crescendo-lab-maac-review-13120798)

### [Dashcord](https://www.g2.com/products/dashcord/reviews)

Dashcord is a completely native Events and Marketing solution for Salesforce. EVENT MANAGEMENT: A completely native event management solution for Salesforce providing end-to-end support for events — invitations, registration, ticketing, payment, calendaring, capacity management and more. Suitable for a wide range of event types: single or multiple events, free or paid — Dashcord Events helps you to increase event participation while also improving the quality of your Salesforce data. MARKETING AUTOMATION: A uniquely native marketing automation solution providing maximum flexibility for you to run your campaigns from Salesforce. An easy to use interface providing drip & nurture campaigns, tracking and scoring of activity from web/email/SMS/print, and personalized email and SMS communications based on recipient profiles — without you or your data ever having to leave Salesforce.

**Average Rating:** 3.8/5.0

**Total Reviews:** 3

#### Who Is the Company Behind Dashcord?

- **Seller:** [Dashcord](https://www.g2.com/sellers/dashcord)
- **Year Founded:** 2012
- **HQ Location:** Melbourne, AU
- **Twitter:** @dashcord  
46 Twitter followers
- **LinkedIn® Page:** [www.linkedin.com](https://www.g2.com/external_clickthroughs/record?secure%5Bsource_type%5D=product_profile&secure%5Btoken%5D=76f7835c332ad51762b621141ab984f10479299f808e4947cc847713001a8e53&secure%5Burl%5D=https%3A%2F%2Fwww.linkedin.com%2Fcompany%2Fdashcord&secure%5Burl_type%5D=linkedin_company_website)  
2 employees on LinkedIn®

#### Who Uses This Product?

- **Company Size:** 100% Medium

#### What Are Recent G2 Reviews of Dashcord?

**["Industry leading solution with great support"](https://www.g2.com/survey_responses/dashcord-review-6603033)**

**Rating:** 4.0/5.0 stars

_— Verified User in Wholesale_

[Read full review](https://www.g2.com/survey_responses/dashcord-review-6603033)

**["Dashcord review"](https://www.g2.com/survey_responses/dashcord-review-6674585)**

**Rating:** 4.0/5.0 stars

_— Verified User in Information Technology and Services_

[Read full review](https://www.g2.com/survey_responses/dashcord-review-6674585)

#### What Are G2 Users Discussing About Dashcord?

- [What is Dashcord used for?](https://www.g2.com/discussions/what-is-dashcord-used-for)

### [DigiPhi](https://www.g2.com/products/digiphi/reviews)

DigiPhi (Digital Philosophies) is a monthly marketing system built for small business owners, solopreneurs, and service providers who want consistency without hiring an agency or taking another course. After a short onboarding (industry, offer, ideal customer, brand tone), DigiPhi generates a personalized 4-week marketing plan. Each week you get a small set of 10-minute task cards across social media, email, and Google Business Profile. Every card includes a specific action, step-by-step instructions, example phrases written in your voice, and a clear call to action — so you always know exactly what to do next. Plans: • Foundation — $99/month. Full monthly plan, weekly 10-minute tasks, simple instructions. • Momentum — $149/month. Everything in Foundation plus per-card personalization, one-tap tone tweaks (more playful, more local, more premium), pre-written content variations, and built-in strategy & insights on every card. Best for: local businesses, boutiques, service providers (plumbers, consultants, therapists, coaches), startup founders, and small teams without a dedicated marketing leader.

**Average Rating:** 5.0/5.0

**Total Reviews:** 2

#### Who Is the Company Behind DigiPhi?

- **Seller:** [Digital Philosophies](https://www.g2.com/sellers/digital-philosophies)
- **Year Founded:** 2019
- **HQ Location:** Dallas , US
- **LinkedIn® Page:** [www.linkedin.com](https://www.g2.com/external_clickthroughs/record?secure%5Bsource_type%5D=product_profile&secure%5Btoken%5D=7d28d32e8717d092463397f2490d441bcf45aaaf0c213f1547fa4a9a9e9c6c9c&secure%5Burl%5D=https%3A%2F%2Fwww.linkedin.com%2Fcompany%2Fdigitalphilosophies%2F&secure%5Burl_type%5D=linkedin_company_website)  
1 employees on LinkedIn®

#### Who Uses This Product?

- **Company Size:** 100% Small

#### What Are Recent G2 Reviews of DigiPhi?

**["High-ROI Time Saver for Social Media and Email Marketing Planning"](https://www.g2.com/survey_responses/digiphi-review-12820514)**

**Rating:** 5.0/5.0 stars

_— Gehad D._

[Read full review](https://www.g2.com/survey_responses/digiphi-review-12820514)

**["DigiPhi Keeps My Marketing Fast, On-Brand, and Strategically Consistent"](https://www.g2.com/survey_responses/digiphi-review-12983373)**

**Rating:** 5.0/5.0 stars

_— Jessica S._

[Read full review](https://www.g2.com/survey_responses/digiphi-review-12983373)

### [Dittofeed](https://www.g2.com/products/dittofeed/reviews)

Dittofeed is an open-source alternative to platforms like Klaviyo and Customer.io. It is a self-hostable customer engagement platform that offers a simplified interface for building message templates, customer segments, and customer journeys to automate marketing outreach. Dittofeed has a 1-click deploy, self-hosted option that is MIT-licensed, as well as a cloud-hosted offering.

**Average Rating:** 4.8/5.0

**Total Reviews:** 2

#### How Do G2 Users Rate Dittofeed?

- **Customization :** 8.3/10 (Category avg: 8.4/10)
- **Performance and Reliability:** 8.3/10 (Category avg: 8.7/10)
- **Workflow Capability:** 10.0/10 (Category avg: 8.5/10)

#### Who Is the Company Behind Dittofeed?

- **Seller:** [Dittofeed](https://www.g2.com/sellers/dittofeed)
- **Year Founded:** 2022
- **HQ Location:** Los Angeles, US
- **Twitter:** @dittofeed  
117 Twitter followers
- **LinkedIn® Page:** [www.linkedin.com](https://www.g2.com/external_clickthroughs/record?secure%5Bsource_type%5D=product_profile&secure%5Btoken%5D=61215bcf177bbff8bb12ab7ed76c24985311dd1011169603b0c6f4a37532cf84&secure%5Burl%5D=https%3A%2F%2Fwww.linkedin.com%2Fcompany%2Fdittofeed&secure%5Burl_type%5D=linkedin_company_website)  
2 employees on LinkedIn®

#### Who Uses This Product?

- **Company Size:** 50% Large, 50% Small

#### What Do G2 Reviewers Say About Dittofeed?

_AI-generated summary from verified user reviews_

##### Pros

- Users commend the **quick and helpful customer support** from Dittofeed, enhancing their implementation experience significantly.
- Users value the **flexible customization options** of Dittofeed, enhancing their segmentation capabilities and implementation support.
- Users appreciate the **easy implementation** of Dittofeed, highlighting quick support and helpful documentation throughout the process.
- Users value the **flexible segmentation builder** of Dittofeed, appreciating its custom options and responsive support.

#### What Are Recent G2 Reviews of Dittofeed?

**["It is very helpful to generate template and helps automate messaging at scales."](https://www.g2.com/survey_responses/dittofeed-review-8590040)**

**Rating:** 4.5/5.0 stars

_— Rohit S._

[Read full review](https://www.g2.com/survey_responses/dittofeed-review-8590040)

**["Easy email automation workflows and segmentation"](https://www.g2.com/survey_responses/dittofeed-review-10356109)**

**Rating:** 5.0/5.0 stars

_— Michael S._

[Read full review](https://www.g2.com/survey_responses/dittofeed-review-10356109)

### [Honestly](https://www.g2.com/products/honestly/reviews)

Honestly is a beauty recommendation platform designed to connect users with personalized product reviews and advice from individuals who share similar skin profiles. By matching users based on factors such as skin tone, skin type, age, gender, and local climate, Honestly enables consumers to make informed beauty purchases tailored to their unique needs.

**Average Rating:** 3.8/5.0

**Total Reviews:** 2

#### Who Is the Company Behind Honestly?

- **Seller:** [Honestly](https://www.g2.com/sellers/honestly)
- **Year Founded:** 2012
- **HQ Location:** Köln, DE
- **LinkedIn® Page:** [www.linkedin.com](https://www.g2.com/external_clickthroughs/record?secure%5Bsource_type%5D=product_profile&secure%5Btoken%5D=2001814d4f96113b6f1e1dd9220ccada0fe0e47d01608d251906ef37d29c483f&secure%5Burl%5D=https%3A%2F%2Fwww.linkedin.com%2Fcompany%2Fhonestly&secure%5Burl_type%5D=linkedin_company_website)  
53 employees on LinkedIn®

#### Who Uses This Product?

- **Company Size:** 100% Small

#### What Do G2 Reviewers Say About Honestly?

_AI-generated summary from verified user reviews_

##### Pros

- Users appreciate the **ease of use** of Honestly, finding it intuitive and efficient for collecting feedback.
- Users love the **intuitive and user-friendly interface** of Honestly, making feedback collection quick and effective.
- Users value the **intuitive interface** of Honestly, enabling effortless feedback collection and actionable insights.
- Users praise the **great customer support** provided, enhancing their overall experience with the Honestly platform.
- Users love the **customizability** of Honestly, enabling easy survey setups and tailored feedback for genuine insights.

##### Cons

- Users find the **limited customization options** of Honestly restrictive, wishing for more flexibility in surveys and reporting.
- Users find the **analytics dashboard limited** and desire more advanced filtering and reporting features for deeper insights.
- Users find the **limited features** restrictive, desiring greater customization for surveys and reports.
- Users find the **limited features** of Honestly frustrating, especially regarding customization options for surveys and reporting.
- Users feel that the **customization options and analytics dashboard** are limited, impacting the overall effectiveness for unique needs.

#### What Are Recent G2 Reviews of Honestly?

**["Simple and Effective Feedback Tool"](https://www.g2.com/survey_responses/honestly-review-11577737)**

**Rating:** 4.0/5.0 stars

_— ashraf k._

[Read full review](https://www.g2.com/survey_responses/honestly-review-11577737)

### [Incomaker](https://www.g2.com/products/incomaker/reviews)

Incomaker is an intelligent, automated marketing tool. It's also your one stop for all of your digital marketing. Email, SMS, analytics, CRM, you name it. Incomaker is designed to save you time and money by giving you everything you need on one platform.

**Average Rating:** 5.0/5.0

**Total Reviews:** 2

#### How Do G2 Users Rate Incomaker?

- **Has the product been a good partner in doing business?:** 9.2/10 (Category avg: 9.0/10)
- **Customization :** 8.3/10 (Category avg: 8.4/10)
- **Performance and Reliability:** 10.0/10 (Category avg: 8.7/10)
- **Workflow Capability:** 8.3/10 (Category avg: 8.5/10)

#### Who Is the Company Behind Incomaker?

- **Seller:** [Incomaker](https://www.g2.com/sellers/incomaker)
- **Year Founded:** 2015
- **HQ Location:** Roztoky, CZ
- **Twitter:** @myIncomaker  
218 Twitter followers
- **LinkedIn® Page:** [www.linkedin.com](https://www.g2.com/external_clickthroughs/record?secure%5Bsource_type%5D=product_profile&secure%5Btoken%5D=7212a75e44a5158fc39b759af2a4834fafa0771c57a9de7b4ba2d4f9d25a2e31&secure%5Burl%5D=https%3A%2F%2Fwww.linkedin.com%2Fcompany%2Fincomaker&secure%5Burl_type%5D=linkedin_company_website)  
14 employees on LinkedIn®

#### Who Uses This Product?

- **Company Size:** 50% Large, 50% Small

#### What Are Recent G2 Reviews of Incomaker?

**["Best automation tool for social media, mailing, SMS."](https://www.g2.com/survey_responses/incomaker-review-936556)**

**Rating:** 5.0/5.0 stars

_— Jiří S._

[Read full review](https://www.g2.com/survey_responses/incomaker-review-936556)

**["Best marketing AI tool"](https://www.g2.com/survey_responses/incomaker-review-8368183)**

**Rating:** 5.0/5.0 stars

_— MANOJ S._

[Read full review](https://www.g2.com/survey_responses/incomaker-review-8368183)

#### What Are G2 Users Discussing About Incomaker?

- [What is Incomaker used for?](https://www.g2.com/discussions/what-is-incomaker-used-for)

### [Infunnel](https://www.g2.com/products/infunnel/reviews)

Marketing Automation and CRM Software Boost your sales with marketing automation Monitor the entire sales process, from lead to after-sales. Effortlessly automate processes and optimize your digital campaigns thanks to the end-to-end traceability of the customer journey and real-time KPI analysis. Solution advantages Adaptation and scalability. Ideal for companies of any size. Allows you to add new teams and channels as the business grows. No-code tools. You can work with the software without having to program, although it also allows for advanced customizations with HTML and CSS for the most demanding customers. Competitive pricing. Includes all capabilities in a single product: marketing automation, CRM, analytics, and no-code design. Agile tech support adapted to you. We’re here for you in your time zone and language with local teams immediately available. Native integrations. Has connections with digital advertising and email marketing, WhatsApp, and sidebar chat platforms, as well as the Inconnect and Insmartbot solutions. API-friendly. The API integration process with third-party contact centers and CRMs is agile, secure, and easy to perform. Applications Workflows for sending specific communications to key audiences. Contact qualification with lead scoring for more agile prioritization. Automated assignment of leads to the right rep. Omnichannel campaigns combining voice and text messages. Use of pipelines with stages customized by team. Dashboards with KPIs to monitor the marketing investment by channel. Automated lead service with chatbots that access the contact’s full history. Technical characteristics 1. CRM Advanced audience segmenting. Classification based on sales activity. Contact property customization. Adapted pipelines. Customization of stages to each company and sales team. Availability of various views (Kanban, funnel, by stage). Lead scoring. Automated prioritization based on probability of conversion. Custom rule design. 2. Marketing automation Workflows for automatic lead management. No-code flow design to automate communications and processes. Automation performance analytics view Multi-channel communications campaigns. Allows you to launch email, text, and WhatsApp messaging campaigns. GDPR compliant. Design and message customization. Creation of messages with dynamic text. Supports WhatsApp HSM (highly structured message) templates with buttons. 3. Omnichannel campaigns Centralized ad campaigns. Native connections to Google, Bing, Facebook, Instagram, X, TikTok, DSP. Multichannel analytics to optimize investment. Native connection with Inconnect and Insmartbot. Inconnect: expands the capacity of all channels (voice and text). Insmartbot: adds the possibility of automatically enhancing lead acquisition. Easy integration with third-party systems. API-friendly. Designed to connect to third-party contact centers, email marketing systems, and CRMs. 4. Analytics and reporting Full customer journey analysis. Segments and analyzes the customer journey to assess the impact of interactions throughout the funnel. Personalized performance dashboards. Custom reports to adjust metrics and data. Detailed analyses of email dispatches, ads, and sales. Contact center integration. Allows for data cross referencing with the contact center. Omnichannel campaign analytics dashboards. ​​​​​5. No-code designer ​​​​​​Intuitive and customizable design. Drag & drop designer to create landing pages, thank you pages, pop-ups, and microsites. Responsive design pages. \>200 predesigned templates and customization options. Control and optimization. A/B testing for landing pages and emails. Piece configuration for SEO optimization. Immediate piece preview. Advanced functionalities . Advanced HTML and CSS editing, supports Google Fonts. Digital material repository. SSL certificate management and use of multiple domains.

**Average Rating:** 4.3/5.0

**Total Reviews:** 2

#### How Do G2 Users Rate Infunnel?

- **Has the product been a good partner in doing business?:** 8.3/10 (Category avg: 9.0/10)
- **Customization :** 6.7/10 (Category avg: 8.4/10)
- **Performance and Reliability:** 10.0/10 (Category avg: 8.7/10)

#### Who Is the Company Behind Infunnel?

- **Seller:** [Inconcert](https://www.g2.com/sellers/inconcert)
- **Year Founded:** 2001
- **HQ Location:** Madrid, ES
- **LinkedIn® Page:** [www.linkedin.com](https://www.g2.com/external_clickthroughs/record?secure%5Bsource_type%5D=product_profile&secure%5Btoken%5D=bc954cf059d24d7dbaae7a650d3a939512f3b0ee8d37465fc3b6287c4d4c1006&secure%5Burl%5D=https%3A%2F%2Fwww.linkedin.com%2Fcompany%2Finconcert&secure%5Burl_type%5D=linkedin_company_website)  
284 employees on LinkedIn®

#### Who Uses This Product?

- **Company Size:** 100% Small

#### What Do G2 Reviewers Say About Infunnel?

_AI-generated summary from verified user reviews_

##### Pros

- Users value the **accurate tracking** of customer journeys in Infunnel, enabling effective optimization of each step.
- Users value the **real-time visibility** into the customer journey, enhancing lead tracking and optimization efforts.
- Users value the **ease of use** of Infunnel, enabling effortless tracking and optimization of customer journeys.
- Users appreciate the **efficient tracking** of the customer journey, allowing for easy optimization and better lead management.
- Users value the **clear real-time lead tracking** with Infunnel, allowing for effective optimization of the customer journey.

##### Cons

- Users find the **initial complexity** of Infunnel's interface challenging, particularly for newcomers to sales automation tools.
- Users find the **initial complexity** of Infunnel's interface challenging, particularly for those new to sales automation tools.
- Users find the **learning curve steep** , particularly if they are unfamiliar with sales automation tools.

#### What Are Recent G2 Reviews of Infunnel?

**["Great to manage and optimize the entire sales funnel"](https://www.g2.com/survey_responses/infunnel-review-11049709)**

**Rating:** 4.5/5.0 stars

_— Yevhenii D._

[Read full review](https://www.g2.com/survey_responses/infunnel-review-11049709)

**["Best in provide high quality leads"](https://www.g2.com/survey_responses/infunnel-review-10400627)**

**Rating:** 4.0/5.0 stars

_— Akash S._

[Read full review](https://www.g2.com/survey_responses/infunnel-review-10400627)

### [Jellyreach](https://www.g2.com/products/jellyreach/reviews)

Jellyreach is email and SMS marketing automation software. It's created to deliver automated, relevant, and timely messages aligned with contacts preferences. Features include unlimited workspaces, drag and drop campaign editor, pre-designed templates, marketing automation with pre-built scenarios, unlimited segments , UTM tracking, integration with Amazon SES, Mailgun, and Twilio, and more.

**Average Rating:** 3.5/5.0

**Total Reviews:** 2

#### How Do G2 Users Rate Jellyreach?

- **Has the product been a good partner in doing business?:** 10.0/10 (Category avg: 9.0/10)

#### Who Is the Company Behind Jellyreach?

- **Seller:** [Jellyreach](https://www.g2.com/sellers/jellyreach)
- **Year Founded:** 2016
- **HQ Location:** Tuzla, BA
- **Twitter:** @jellyreach  
23 Twitter followers
- **LinkedIn® Page:** [www.linkedin.com](https://www.g2.com/external_clickthroughs/record?secure%5Bsource_type%5D=product_profile&secure%5Btoken%5D=3b4e48182344325c1562e8d2311d84ef681fb5dc7f7f81b29007a2747bd855d4&secure%5Burl%5D=https%3A%2F%2Fwww.linkedin.com%2Fcompany%2Fjellyreach&secure%5Burl_type%5D=linkedin_company_website)  
2 employees on LinkedIn®

#### Who Uses This Product?

- **Company Size:** 100% Small

#### What Are Recent G2 Reviews of Jellyreach?

**["One of the best email and sms marketing software"](https://www.g2.com/survey_responses/jellyreach-review-6949537)**

**Rating:** 4.5/5.0 stars

_— SAYED ZUHAIR B._

[Read full review](https://www.g2.com/survey_responses/jellyreach-review-6949537)

### [Kiliba](https://www.g2.com/products/kiliba/reviews)

Increase your revenues easily: re-engage inactive customers and retain your existing customers. Kiliba is THE perfect AI-powered module for e-tailers looking for tools that pay for themselves very quickly. 1 invested in Kiliba is an opportunity to multiply your investment by 79! Integration in 2' with our several plugins.

**Average Rating:** 4.0/5.0

**Total Reviews:** 2

#### How Do G2 Users Rate Kiliba?

- **Has the product been a good partner in doing business?:** 8.3/10 (Category avg: 9.0/10)
- **Customization :** 9.2/10 (Category avg: 8.4/10)
- **Performance and Reliability:** 10.0/10 (Category avg: 8.7/10)
- **Workflow Capability:** 8.3/10 (Category avg: 8.5/10)

#### Who Is the Company Behind Kiliba?

- **Seller:** [Kiliba](https://www.g2.com/sellers/kiliba)
- **Year Founded:** 2018
- **HQ Location:** Boulogne-Billancourt, FR
- **Twitter:** @kilibafrance  
35 Twitter followers
- **LinkedIn® Page:** [www.linkedin.com](https://www.g2.com/external_clickthroughs/record?secure%5Bsource_type%5D=product_profile&secure%5Btoken%5D=d1da7941c11dfd5abda7fd05c105fd7315f18ac5645e8fc8cb7483d914a4589b&secure%5Burl%5D=https%3A%2F%2Fwww.linkedin.com%2Fcompany%2Fkiliba&secure%5Burl_type%5D=linkedin_company_website)  
27 employees on LinkedIn®

#### Who Uses This Product?

- **Company Size:** 100% Small

#### What Are Recent G2 Reviews of Kiliba?

**["Streamlining Email Automation for Seamless Retail Operations"](https://www.g2.com/survey_responses/kiliba-review-8871221)**

**Rating:** 4.5/5.0 stars

_— Glenn G._

[Read full review](https://www.g2.com/survey_responses/kiliba-review-8871221)

### [Liana®Cloud Marketing Automation](https://www.g2.com/products/liana-cloud-marketing-automation/reviews)

With LianaAutomation, you can transform customer data into bite-sized portions and timely actions. Find out what your customers really need – and rush in when they show interest by approaching them with well-targeted marketing messages in multiple channels. The platform is scalable – suitable for small businesses, medium-sized enterprises, as well as B2B and B2C sectors. Some of the key features: -Pull data from other marketing platforms, CRM systems, or your website -Automate content on various platforms -Personalize WordPress site with -Automate communications -Automate personalized campaigns

**Average Rating:** 4.0/5.0

**Total Reviews:** 2

#### Who Is the Company Behind Liana®Cloud Marketing Automation?

- **Seller:** [Liana Technologies](https://www.g2.com/sellers/liana-technologies)
- **Year Founded:** 2005
- **HQ Location:** Oulu, FI
- **Twitter:** @lianatech  
5,876 Twitter followers
- **LinkedIn® Page:** [www.linkedin.com](https://www.g2.com/external_clickthroughs/record?secure%5Bsource_type%5D=product_profile&secure%5Btoken%5D=fc669e0d2fc6a31b9414d9c47a6eb50b1a3e19f90b9d0b3409374902021d00a4&secure%5Burl%5D=https%3A%2F%2Fwww.linkedin.com%2Fcompany%2Fliana-technologies&secure%5Burl_type%5D=linkedin_company_website)  
154 employees on LinkedIn®

#### Who Uses This Product?

- **Company Size:** 100% Small

#### What Are Recent G2 Reviews of Liana®Cloud Marketing Automation?

**["Good tool for e commerce , email marketing"](https://www.g2.com/survey_responses/liana-cloud-marketing-automation-review-6877379)**

**Rating:** 4.5/5.0 stars

_— Verified User in Marketing and Advertising_

[Read full review](https://www.g2.com/survey_responses/liana-cloud-marketing-automation-review-6877379)

### [Marketing Optimizer](https://www.g2.com/products/marketing-optimizer/reviews)

Marketing optimization software for marketing managers that are focused on generating targeted leads and improving sales team performance. Marketing Optimizer empowers digital marketers with the tools and reporting to continually improve their lead generation campaigns.

**Average Rating:** 5.0/5.0

**Total Reviews:** 2

#### Who Is the Company Behind Marketing Optimizer?

- **Seller:** [Marketing Optimizer](https://www.g2.com/sellers/marketing-optimizer-0cff272b-e61d-40ba-96e9-6accb365fb4a)
- **Year Founded:** 2007
- **HQ Location:** Traverse City, US
- **LinkedIn® Page:** [www.linkedin.com](https://www.g2.com/external_clickthroughs/record?secure%5Bsource_type%5D=product_profile&secure%5Btoken%5D=d72fc33b23923c2fc331fe3b51a9962b91a106fa03e474f2ac2b91a5ee9642c8&secure%5Burl%5D=http%3A%2F%2Fwww.linkedin.com%2Fcompany%2Fmarketingoptimizer&secure%5Burl_type%5D=linkedin_company_website)  
7 employees on LinkedIn®

#### Who Uses This Product?

- **Company Size:** 50% Medium, 50% Small

#### What Are Recent G2 Reviews of Marketing Optimizer?

**["Lead Management Works Really Well! Loved this feature"](https://www.g2.com/survey_responses/marketing-optimizer-review-4993542)**

**Rating:** 5.0/5.0 stars

_— Nikita P._

[Read full review](https://www.g2.com/survey_responses/marketing-optimizer-review-4993542)

**["A Great platform to Manage Leads in Right Way!"](https://www.g2.com/survey_responses/marketing-optimizer-review-4998650)**

**Rating:** 5.0/5.0 stars

_— JAY J._

[Read full review](https://www.g2.com/survey_responses/marketing-optimizer-review-4998650)

#### What Are G2 Users Discussing About Marketing Optimizer?

- [What does Marketing Optimizer do?](https://www.g2.com/discussions/what-does-marketing-optimizer-do)
- [How do you optimize your marketing automation?](https://www.g2.com/discussions/how-do-you-optimize-your-marketing-automation)
- [What are marketing automation features?](https://www.g2.com/discussions/what-are-marketing-automation-features)

### [Marsello](https://www.g2.com/products/marsello/reviews)

The omnichannel loyalty and marketing solution for retail and hospitality brands. Marsello is a user-friendly loyalty and marketing tool that helps brands manage every aspect of their customer marketing, from loyalty program management to email and SMS campaigns, marketing automation, Google Review Management, and more. Powered by your eCommerce and point-of-sale (POS) apps, Marsello empowers you to run targeted, omnichannel campaigns driven by your in-store and online loyalty and order data. Our solution is designed to help you grow your customer database, increase repeat purchases, and drive revenue. We're proud to power marketing and loyalty for some of the world's fastest-growing brands, including LEGO Certified Stores, Havaianas, Super Butcher, and over 4,000 more.

**Average Rating:** 4.4/5.0

**Total Reviews:** 29

#### How Do G2 Users Rate Marsello?

- **Has the product been a good partner in doing business?:** 9.2/10 (Category avg: 9.0/10)

#### Who Is the Company Behind Marsello?

- **Seller:** [Marsello](https://www.g2.com/sellers/marsello)
- **Year Founded:** 2014
- **HQ Location:** Wellington, Wellington
- **Twitter:** @MarselloApp  
105 Twitter followers
- **LinkedIn® Page:** [www.linkedin.com](https://www.g2.com/external_clickthroughs/record?secure%5Bsource_type%5D=product_profile&secure%5Btoken%5D=34c61006106e303cf4c300fee975c566fd97afdfda2a688f73a632bacdfc2f00&secure%5Burl%5D=https%3A%2F%2Fwww.linkedin.com%2Fcompany%2Fmarsello-app%2F&secure%5Burl_type%5D=linkedin_company_website)  
49 employees on LinkedIn®

#### Who Uses This Product?

- **Top Industries:** Hospitality, Food & Beverages
- **Company Size:** 74% Small, 26% Medium

#### What Are Recent G2 Reviews of Marsello?

**["marsello is a great loyalty system with a lot of marketing features"](https://www.g2.com/survey_responses/marsello-review-5406161)**

**Rating:** 4.0/5.0 stars

_— Adel A._

[Read full review](https://www.g2.com/survey_responses/marsello-review-5406161)

**["Email Marketing Tool : Delivery Rate Higher & Easy to use Tool"](https://www.g2.com/survey_responses/marsello-review-5225076)**

**Rating:** 4.5/5.0 stars

_— uttam ._

[Read full review](https://www.g2.com/survey_responses/marsello-review-5225076)

#### What Are G2 Users Discussing About Marsello?

- [What is Marsello used for?](https://www.g2.com/discussions/what-is-marsello-used-for)

### [MSP-IT Advantage Program](https://www.g2.com/products/msp-it-advantage-program/reviews)

MSP & IT Advantage Programs are a blend of sales and marketing enablement technology with strategy and content to create a comprehensive marketing and sales program for you.

**Average Rating:** 3.7/5.0

**Total Reviews:** 5

#### How Do G2 Users Rate MSP-IT Advantage Program?

- **Has the product been a good partner in doing business?:** 9.2/10 (Category avg: 9.0/10)
- **Customization :** 8.3/10 (Category avg: 8.4/10)
- **Performance and Reliability:** 10.0/10 (Category avg: 8.7/10)
- **Workflow Capability:** 10.0/10 (Category avg: 8.5/10)

#### Who Is the Company Behind MSP-IT Advantage Program?

- **Seller:** [Mindmatrix](https://www.g2.com/sellers/mindmatrix)
- **Year Founded:** 1998
- **HQ Location:** Pittsburgh, Pennsylvania
- **Twitter:** @MindMatrix  
1,202 Twitter followers
- **LinkedIn® Page:** [www.linkedin.com](https://www.g2.com/external_clickthroughs/record?secure%5Bsource_type%5D=product_profile&secure%5Btoken%5D=623f9d3ffa7b1e761bd9245b3131a95f006e761fd3275670968d2d62b9cb65c4&secure%5Burl%5D=https%3A%2F%2Fwww.linkedin.com%2Fcompany%2F132355%2F&secure%5Burl_type%5D=linkedin_company_website)  
202 employees on LinkedIn®
- **Phone:** +1 (412) 381-0230

#### Who Uses This Product?

- **Company Size:** 60% Small, 40% Medium

#### What Are Recent G2 Reviews of MSP-IT Advantage Program?

**["Promising marketing software!"](https://www.g2.com/survey_responses/msp-it-advantage-program-review-8466706)**

**Rating:** 4.5/5.0 stars

_— Preet S._

[Read full review](https://www.g2.com/survey_responses/msp-it-advantage-program-review-8466706)

**["Best automated marketing and sales platform."](https://www.g2.com/survey_responses/msp-it-advantage-program-review-7943470)**

**Rating:** 5.0/5.0 stars

_— Siddhartha K._

[Read full review](https://www.g2.com/survey_responses/msp-it-advantage-program-review-7943470)

#### What Are G2 Users Discussing About MSP-IT Advantage Program?

- [What is MSP-IT Advantage Program used for?](https://www.g2.com/discussions/what-is-msp-it-advantage-program-used-for)

### [Paminga](https://www.g2.com/products/paminga/reviews)

Paminga is enterprise marketing automation built specifically for marketing operations professionals. Where legacy platforms have aged in place, Paminga was designed around how MOps teams actually work today — modern asset builders that don't require specialized skills, conditional content logic that's visual and maintainable, and the complex CRM integrations, multi-touch lead scoring, and campaign architecture that enterprise MOps actually demands. Built to make marketing operations possible. Not harder. Native integrations with Salesforce, Microsoft Dynamics 365, and IFS are built for real enterprise data volumes. Paminga's Salesforce sync averages approximately 250,000 records per hour — eliminating the sync backlogs that plague MOps teams on legacy platforms and ensuring your MAP is always working from clean, current data. Marketing operations has evolved. The platforms running it haven't. Paminga was built to close that gap — purpose-built for the MOps professional who's been working around their MAP for too long.

**Average Rating:** 5.0/5.0

**Total Reviews:** 2

#### How Do G2 Users Rate Paminga?

- **Has the product been a good partner in doing business?:** 10.0/10 (Category avg: 9.0/10)
- **Customization :** 10.0/10 (Category avg: 8.4/10)
- **Performance and Reliability:** 8.3/10 (Category avg: 8.7/10)
- **Workflow Capability:** 10.0/10 (Category avg: 8.5/10)

#### Who Is the Company Behind Paminga?

- **Seller:** [Paminga](https://www.g2.com/sellers/paminga)
- **Year Founded:** 2003
- **HQ Location:** Denver, US
- **LinkedIn® Page:** [www.linkedin.com](https://www.g2.com/external_clickthroughs/record?secure%5Bsource_type%5D=product_profile&secure%5Btoken%5D=e987f67017a896c289bf92a70179bee2be8ec158953be97920954912c2c3598c&secure%5Burl%5D=https%3A%2F%2Fwww.linkedin.com%2Fcompany%2Fgetpaminga&secure%5Burl_type%5D=linkedin_company_website)  
22 employees on LinkedIn®

#### Who Uses This Product?

- **Company Size:** 100% Small

#### What Do G2 Reviewers Say About Paminga?

_AI-generated summary from verified user reviews_

##### Pros

- Users commend the **responsive customer support** of Paminga, appreciating its US-based assistance and quick implementation of feedback.
- Users value Paminga's **ease of use** with a consistent editor for seamless email and action management.
- Users love the **easy creation** of forms in Paminga, finding it simple to share with others.
- Users highlight the **easy implementation** of Paminga, appreciating its fast setup and user-friendly features.
- Users value the **easy integrations** of Paminga, enabling seamless connections and quick implementation with other tools.

##### Cons

- Users find the **price too high** for the services provided, particularly for handling forms and emails.

#### What Are Recent G2 Reviews of Paminga?

**["Great experience with Paninga!"](https://www.g2.com/survey_responses/paminga-review-10983837)**

**Rating:** 5.0/5.0 stars

_— Oliver L._

[Read full review](https://www.g2.com/survey_responses/paminga-review-10983837)

**["Effortless, Powerful, and Fast—Paminga Exceeds Expectations"](https://www.g2.com/survey_responses/paminga-review-12077041)**

**Rating:** 5.0/5.0 stars

_— Sylvain D._

[Read full review](https://www.g2.com/survey_responses/paminga-review-12077041)

### [Plezi](https://www.g2.com/products/plezi/reviews)

Plezi helps marketing professionals by providing them with guidance on publishing, promoting and automating each piece of content. Plezi software isn’t just a toolbox: it guides you through each marketing action and shows the next step so you can focus purely on producing outstanding content. Manual workflows are obsolete: each lead has their own buying cycle. Using Plezi is like having a marketer behind each one of your leads. Every automated workflow is unique and adapts in real time to your leads’ online actions, sending them the most relevant content.

**Average Rating:** 4.8/5.0

**Total Reviews:** 2

#### How Do G2 Users Rate Plezi?

- **Has the product been a good partner in doing business?:** 10.0/10 (Category avg: 9.0/10)
- **Performance and Reliability:** 7.5/10 (Category avg: 8.7/10)
- **Workflow Capability:** 6.7/10 (Category avg: 8.5/10)

#### Who Is the Company Behind Plezi?

- **Seller:** [Plezi](https://www.g2.com/sellers/plezi)
- **Year Founded:** 2015
- **HQ Location:** Paris, FR
- **Twitter:** @PleziApp  
43 Twitter followers
- **LinkedIn® Page:** [www.linkedin.com](https://www.g2.com/external_clickthroughs/record?secure%5Bsource_type%5D=product_profile&secure%5Btoken%5D=c7f39b9100c49042e2ec1ca8bd2c2563266c8e59f4c61841f4ad950c298bbd6f&secure%5Burl%5D=https%3A%2F%2Fwww.linkedin.com%2Fcompany%2Fplezi&secure%5Burl_type%5D=linkedin_company_website)  
27 employees on LinkedIn®

#### Who Uses This Product?

- **Company Size:** 100% Medium

#### What Are Recent G2 Reviews of Plezi?

**["Inbound Marketing tool"](https://www.g2.com/survey_responses/plezi-review-4740275)**

**Rating:** 5.0/5.0 stars

_— Claire G._

[Read full review](https://www.g2.com/survey_responses/plezi-review-4740275)

**["A simple et easy to install marketing automation"](https://www.g2.com/survey_responses/plezi-review-8922179)**

**Rating:** 4.5/5.0 stars

_— Fred C._

[Read full review](https://www.g2.com/survey_responses/plezi-review-8922179)

#### What Are G2 Users Discussing About Plezi?

- [What is Plezi used for?](https://www.g2.com/discussions/what-is-plezi-used-for) - 1 comment

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 ![Alanna Iwuh](/assets/transparent-ad5be28fbcd25b7b08d2cebe1d957125437fb5407d75ee717965ad22c8808791.gif "Alanna Iwuh")
A

Researched and written by [Alanna Iwuh](https://research.g2.com/insights/author/alanna-iwuh)

Updated July 10, 2025

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

Show More

* * *

## 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.