# Best Marketing Automation Software - Page 34 ## How Many Marketing Automation Software Products Does G2 Track? **Total Products under this Category:** 508 ### Category Stats (Jul 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: July 31, 2026_ ## How Does G2 Rank Marketing Automation Software Products? **Why You Can Trust G2's Software Rankings:** - 30 Analysts and Data Experts - 92,900+ 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=1934&focus%5B%5D=43119&focus%5B%5D=20732&focus%5B%5D=88175&focus%5B%5D=22329&focus%5B%5D=18316&focus%5B%5D=3644) Highlighted products: HubSpot Marketing Hub, ActiveCampaign, Insider One, Braze, Attentive, Klaviyo, Customer.io, and Omnisend. Underlying data: [Grid® JSON](https://www.g2.com/categories/marketing-automation/grids.json?focus%5B%5D=hubspot-marketing-hub&focus%5B%5D=activecampaign&focus%5B%5D=insider-one&focus%5B%5D=braze&focus%5B%5D=attentive&focus%5B%5D=klaviyo&focus%5B%5D=customer-io&focus%5B%5D=omnisend) **Sponsored** ### Omnisend Omnisend is an all-in-one marketing platform tailored for busy shop owners who have enough adventure in their ecommerce business already. You will find this platform refreshingly boring, in the best way possible. Offering the powerful features of an advanced marketing tool, but without the steep learning curve, Omnisend delivers an exceptional user experience for experts and rookies alike. Omnisend empowers online merchants to grow their businesses by building strong, personalized connections with their audience. Designed to save you time and increase your sales, it integrates directly with the most popular ecommerce platforms, allowing you to create beautifully designed email campaigns, send timely SMS messages, and automate repetitive marketing tasks effortlessly. It doesn’t matter if you’re just starting your business or already have a big operation — Omnisend grows with you, offering tools to help you engage your audience, improve retention, and drive consistent sales. Try out Omnisend and see for yourself how boring and adventureless (in the best way possible) your email marketing can be. - Send newsletters and targeted campaigns Create beautiful, shoppable emails using our intuitive drag-and-drop email builder and a variety of ready-made email templates. Add coupon codes, automatically pick & insert products and automatically resend campaigns to the non-openers — all without any tedious manual work! - Drive sales on autopilot with ecommerce automations Win (back) lost sales with pre-built workflows for cart abandonment, welcome series, transactional emails and more. Get pre-built, revenue-generating automations running in minutes or build your custom workflows using our no-code, drag-and-drop Automations Editor. - Improve your targeting with unlimited segmentation Segment your customers based on their shopping behavior as well as other properties to improve conversions with well-targeted, personalized emails and texts. Create segments for high-value customers, for specific category/product shoppers or those that need to be reengaged and personalize your messaging. - Combine email with SMS and more channels Add SMS and push notifications right next to your emails using the same platform and provide a consistent, omnichannel customer experience. Save time and costs — there’s no need to pay for separate email, SMS, and push apps anymore! - Build your email & SMS lists Collect new subscribers using our mobile-friendly, fully customizable forms. Choose from popups, signup boxes, landing pages, or a Wheel of Fortune to seamlessly collect email and/or SMS opt-ins. Capture your visitors with exit-intent forms and improve popup engagement using form targeting options, all available within Omnisend. - Automate content, personalization & targeting with AI Generate on-brand email copy, subject lines, and preheaders in seconds. Personalize messages based on behavior, recommend products automatically, and build smart segments using AI-powered tools like churn prediction, RFM analysis, and high-value customer detection – all without manual effort. - 24/7 support We give you stellar support and helpful advice anytime you need it. We’re available 24/7. Start using Omnisend for free, upgrade anytime! Omnisend invites Freelancers and Agencies to join the Omnisend partner program. This program is created to help Freelancers and Agencies accelerate their growth, win more clients and receive industry leading revenue share for referred and managed accounts. Check the link and join the program: https://www.omnisend.com/partners/ [Visit website](https://www.g2.com/external_clickthroughs/record?secure%5Bad_program%5D=paid_promo&secure%5Bad_slot%5D=category_product_list_llm&secure%5Bcategory_id%5D=36&secure%5Bchosen_at%5D=2026-08-01T04%3A45%3A50Z&secure%5Bmedium%5D=sponsored&secure%5Bprioritized%5D=false&secure%5Bproduct_id%5D=3644&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%3D34&secure%5Btoken%5D=71b0980a1458e4f56040558afcbb1c3b3441c35c0a0a28f96de83c03e6b7383a&secure%5Burl%5D=https%3A%2F%2Fwww.omnisend.com%2Ffeatures&secure%5Burl_type%5D=paid_promos) ### [Sidekick Digital Marketing](https://www.g2.com/products/sidekick-digital-marketing/reviews) Sidekick Digital is a Chicago-based full-service digital marketing agency built for businesses that are serious about growth. We combine paid media management, technical SEO, custom web development, and AI-powered automation to deliver measurable results across every stage of the marketing funnel. Our team of 17+ specialists spans paid media strategists, SEO experts, web developers, and automation engineers, giving clients access to a full marketing and technology department without the overhead of building one in-house. We work as a true partner, not just a vendor. That means senior-level thinking on every account, transparent reporting, and a relentless focus on what actually moves the needle for your business. #### Who Is the Company Behind Sidekick Digital Marketing? - **Seller:** [Sidekick Digital](https://www.g2.com/sellers/sidekick-digital) - **Year Founded:** 2024 - **HQ Location:** Evanston, US - **LinkedIn® Page:** [www.linkedin.com](https://www.g2.com/external_clickthroughs/record?secure%5Bsource_type%5D=product_profile&secure%5Btoken%5D=2447b29bec64071ac18d42301b9423df5220af8633916d9a6e3944e6f82ccc20&secure%5Burl%5D=https%3A%2F%2Fwww.linkedin.com%2Fcompany%2Fsidekick-digital-us&secure%5Burl_type%5D=linkedin_company_website) 7 employees on LinkedIn® ### [Skubl](https://www.g2.com/products/skubl/reviews) Designed for high-volume enterprise commerce and B2B SaaS, Skubl shifts the workflow from manual observation to autonomous remediation. Instead of relying on human analysts to interpret dashboards or heatmaps, Skubl deploys a swarm of Synthetic User Agents—AI models imbued with specific behavioral personas—to navigate digital storefronts 24/7. How it works: The platform operates as a "Self-Healing" layer sitting between the user and the origin server. Detection: Synthetic agents simulate thousands of purchase journeys across various devices, network speeds, and geographies. They actively detect friction points such as broken checkout flows, layout shifts (CLS), accessibility (WCAG) violations, and slow API responses. Analysis: Utilizing proprietary Causal Inference models, the system quantifies the revenue impact of each friction point in real-time. Remediation: Skubl integrates at the CDN/Edge level (Cloudflare Workers/AWS Lambda) to deploy instant code patches, redirect traffic, or launch server-side A/B tests to resolve the issue without requiring engineering sprints. Core Capabilities: Agentic QA: Automated "Mystery Shopping" that tests complex flows (e.g., Add to Cart, SSO Login) continuously. Visual Governance: Computer vision models trained on brand guidelines to ensure automated changes never violate design systems (fonts, colors, spacing). Server-Side Experimentation: A no-flicker A/B testing engine that executes at the Edge, ensuring 100% SEO compatibility and zero latency. Dynamic Content Optimization (DCO): Programmatic restructuring of page layouts based on user intent signals. Skubl is currently used by engineering-led teams in Luxury Fashion, Global Retail, and Fintech to eliminate the "latency gap" between ad acquisition and onsite experience. Integrates natively with Shopify Plus, Salesforce Commerce Cloud, Next.js, and Segment. #### Who Is the Company Behind Skubl? - **Seller:** [Skubl](https://www.g2.com/sellers/skubl) - **HQ Location:** New York, US - **LinkedIn® Page:** [www.linkedin.com](https://www.g2.com/external_clickthroughs/record?secure%5Bsource_type%5D=product_profile&secure%5Btoken%5D=af161bad8716533d8fe34f737e780f36c6cbe926a9a8046268f929ff8e6adfb1&secure%5Burl%5D=https%3A%2F%2Fwww.linkedin.com%2Fcompany%2Fskubl%2F&secure%5Burl_type%5D=linkedin_company_website) 1 employees on LinkedIn® ### [Smarketing Cloud](https://www.g2.com/products/smarketing-cloud/reviews) Smarketing Cloud is a single sophisticated Sales & Marketing Platform for smart marketers and advertisers. Our platform delivers real-time omnichannel marketing and campaign optimization with predictive analytics and big data management technologies. **Average Rating:** 4.5/5.0 **Total Reviews:** 1 #### Who Is the Company Behind Smarketing Cloud? - **Seller:** [SMarketing Cloud](https://www.g2.com/sellers/smarketing-cloud) - **Year Founded:** 2020 - **HQ Location:** Dublin, IE - **LinkedIn® Page:** [www.linkedin.com](https://www.g2.com/external_clickthroughs/record?secure%5Bsource_type%5D=product_profile&secure%5Btoken%5D=c759a2881fb7c2dcc43252f3dc12533e5e4e52eea47e21368cddd76853d37149&secure%5Burl%5D=https%3A%2F%2Fwww.linkedin.com%2Fcompany%2Fsmarketing-cloud%2F&secure%5Burl_type%5D=linkedin_company_website) 10 employees on LinkedIn® #### Who Uses This Product? - **Company Size:** 100% Medium #### What Are Recent G2 Reviews of Smarketing Cloud? **["Great ABM tool for Enterprise Clients"](https://www.g2.com/survey_responses/smarketing-cloud-review-4262280)** **Rating:** 4.5/5.0 stars _— Verified User in Capital Markets_ [Read full review](https://www.g2.com/survey_responses/smarketing-cloud-review-4262280) #### What Are G2 Users Discussing About Smarketing Cloud? - [What is Smarketing Cloud used for?](https://www.g2.com/discussions/what-is-smarketing-cloud-used-for) ### [SMART Marketing](https://www.g2.com/products/smart-marketing/reviews) SMART Marketing is a comprehensive solution for managing client segments and omnichannel marketing communications from a single window of a CRM system. The system is based on one of the best Low-code/No-code platforms, Microsoft Power Platform, and is integrated with Office 365. Benefits: • Ready out-of-box solution • Builder of required tools • Fast deployment • Easy setup and administration • Standardization of business processes • GDPR and CCPA compliant • Integration with modern services and providers • Ready documentation and training • Regular releases and feature extensions • Available analytics 24/7 and control of the results of marketing activities • Ready-made security roles for users **Average Rating:** 5.0/5.0 **Total Reviews:** 1 #### Who Is the Company Behind SMART Marketing? - **Seller:** [SMART business](https://www.g2.com/sellers/smart-business) - **Year Founded:** 2009 - **HQ Location:** Kyiv, UA - **LinkedIn® Page:** [www.linkedin.com](https://www.g2.com/external_clickthroughs/record?secure%5Bsource_type%5D=product_profile&secure%5Btoken%5D=0371167292b0da14029db3b05c2e024dec5db327011269702102fcd4b0b351f1&secure%5Burl%5D=https%3A%2F%2Fwww.linkedin.com%2Fcompany%2Fsmart-business%2F&secure%5Burl_type%5D=linkedin_company_website) 480 employees on LinkedIn® #### Who Uses This Product? - **Company Size:** 100% Small #### What Are Recent G2 Reviews of SMART Marketing? **["Review of product"](https://www.g2.com/survey_responses/smart-marketing-review-11098708)** **Rating:** 5.0/5.0 stars _— Verified User in Marketing and Advertising_ [Read full review](https://www.g2.com/survey_responses/smart-marketing-review-11098708) ### [Socialyfy - The AI Marketing OS for Bharat](https://www.g2.com/products/socialyfy-the-ai-marketing-os-for-bharat/reviews) Socialyfy is the AI marketing OS for brands and creators. Drop in three sample posts and it learns your voice, then drafts captions, images and a content theme for every slot — you approve in one click. It auto-publishes to 10 platforms, captures leads via hosted forms, smart QR codes and comment→DM automation, and an AI voice agent calls qualified leads in 9 Indian languages + English. Every sale is attributed back to the post that drove it. Pay-as-you-go credits, no monthly subscription, free to start. #### Who Is the Company Behind Socialyfy - The AI Marketing OS for Bharat? - **Seller:** [Socialyfy](https://www.g2.com/sellers/socialyfy) - **HQ Location:** N/A - **LinkedIn® Page:** [www.linkedin.com](https://www.g2.com/external_clickthroughs/record?secure%5Bsource_type%5D=product_profile&secure%5Btoken%5D=7886df2ed926834e5eb248c77dcfa8e5c815d3ab1f0fe3132ced0dba45868834&secure%5Burl%5D=https%3A%2F%2Fwww.linkedin.com%2Fcompany%2FNo-Linkedin-Presence-Added-Intentionally-By-DataOps&secure%5Burl_type%5D=linkedin_company_website) 1 employees on LinkedIn® ### [Software Development](https://www.g2.com/products/keyhike-technologies-pvt-ltd-software-development/reviews) Keyhike is a results-driven 360° end-to-end IT and digital solutions company. We empower businesses with innovative technology, performance marketing, CRM systems and scalable SaaS products to drive real growth. #### Who Is the Company Behind Software Development? - **Seller:** [KeyHike Technologies](https://www.g2.com/sellers/keyhike-technologies) - **Year Founded:** 2014 - **HQ Location:** newyork, US - **LinkedIn® Page:** [www.linkedin.com](https://www.g2.com/external_clickthroughs/record?secure%5Bsource_type%5D=product_profile&secure%5Btoken%5D=cd4e198d72552cca1568a8d12e51a9fa23a1cc8a29fccdff5837cfd0cdb593b0&secure%5Burl%5D=https%3A%2F%2Fwww.linkedin.com%2Fcompany%2Fkeyhike-technologies-pvt-ltd%2F&secure%5Burl_type%5D=linkedin_company_website) 3 employees on LinkedIn® ### [Strelo](https://www.g2.com/products/strelo/reviews) A no-code platform for marketing and sales on Telegram. Businesses connect a Telegram bot and/or a personal business account, create a customer communication scenario using a visual, code-free builder, and launch it. The platform then guides the customer through the funnel: asking questions, responding with AI based on company knowledge, displaying tags, waiting for the right moment, sending follow-up messages, registering the request, accepting payment, and returning the conversion to the advertising account. The builder, newsletters, CRM, analytics, payments, and advertising are all managed in a single account, rather than in five different services. The first funnel is created in the evening, without the need for a programmer. The funnel can even be built voice-activated from an AI agent (Claude, ChatGPT, Cursor) using the MCP protocol. #### Who Is the Company Behind Strelo? - **Seller:** [Strelo](https://www.g2.com/sellers/strelo) - **HQ Location:** N/A - **LinkedIn® Page:** [www.linkedin.com](https://www.g2.com/external_clickthroughs/record?secure%5Bsource_type%5D=product_profile&secure%5Btoken%5D=7886df2ed926834e5eb248c77dcfa8e5c815d3ab1f0fe3132ced0dba45868834&secure%5Burl%5D=https%3A%2F%2Fwww.linkedin.com%2Fcompany%2FNo-Linkedin-Presence-Added-Intentionally-By-DataOps&secure%5Burl_type%5D=linkedin_company_website) 1 employees on LinkedIn® ### [Sun Bear All-in-One](https://www.g2.com/products/sun-bear-all-in-one/reviews) Simple marketing automation, lead generation and lead management platform. **Average Rating:** 4.5/5.0 **Total Reviews:** 2 #### How Do G2 Users Rate Sun Bear All-in-One? - **Has the product been a good partner in doing business?:** 8.3/10 (Category avg: 9.0/10) #### Who Is the Company Behind Sun Bear All-in-One? - **Seller:** [Sun Bear Software](https://www.g2.com/sellers/sun-bear-software) - **Year Founded:** 2009 - **HQ Location:** Framingham, US - **LinkedIn® Page:** [www.linkedin.com](https://www.g2.com/external_clickthroughs/record?secure%5Bsource_type%5D=product_profile&secure%5Btoken%5D=4a10eaa40b66cc2f5bf7f6786b0529a6020af0b96e4d38ec5e5fe4c1d251480b&secure%5Burl%5D=https%3A%2F%2Fwww.linkedin.com%2Fcompany%2F4849247&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 Sun Bear All-in-One? **["Streamlined Hub for Construction Documentation"](https://www.g2.com/survey_responses/sun-bear-all-in-one-review-13166188)** **Rating:** 4.0/5.0 stars _— Verified User in Construction_ [Read full review](https://www.g2.com/survey_responses/sun-bear-all-in-one-review-13166188) **["Great crm"](https://www.g2.com/survey_responses/sun-bear-all-in-one-review-502869)** **Rating:** 5.0/5.0 stars _— Verified User in Marketing and Advertising_ [Read full review](https://www.g2.com/survey_responses/sun-bear-all-in-one-review-502869) #### What Are G2 Users Discussing About Sun Bear All-in-One? - [What is Sun Bear All-in-One used for?](https://www.g2.com/discussions/what-is-sun-bear-all-in-one-used-for) ### [SureThinks](https://www.g2.com/products/surethinks/reviews) Surethinks helps to attain the solution to all the sales and marketing needs, and also customize the approach according to the brand. #### Who Is the Company Behind SureThinks? - **Seller:** [Surethinks](https://www.g2.com/sellers/surethinks) - **HQ Location:** Sheridan, US - **LinkedIn® Page:** [www.linkedin.com](https://www.g2.com/external_clickthroughs/record?secure%5Bsource_type%5D=product_profile&secure%5Btoken%5D=75f4d99f70aa283241ac351a6a17261279b4ecc56c53645842339ecd7bdbb18e&secure%5Burl%5D=https%3A%2F%2Fwww.linkedin.com%2Fcompany%2Fsurethinks&secure%5Burl_type%5D=linkedin_company_website) 2 employees on LinkedIn® ### [TALK-to-TASKS](https://www.g2.com/products/talk-to-tasks/reviews) Fruition RevOps specializes in enhancing revenue operations through their Automation Campaigns Creator Solution, which helps businesses automate workflows and streamline processes to maximize engagement and conversions. They provide a comprehensive suite of services including inbound and outbound marketing automation, process optimization, and data centralization, aiming to eliminate revenue leaks and improve overall operational efficiency. Their intended clients include businesses seeking to elevate their marketing, sales, and customer service efforts through integrated technology solutions. By partnering with clients, Fruition RevOps focuses on building tailored automation strategies that drive growth and optimize customer journeys. #### Who Is the Company Behind TALK-to-TASKS? - **Seller:** [Fruition RevOps](https://www.g2.com/sellers/fruition-revops) - **Year Founded:** 2009 - **HQ Location:** San Diego, US - **LinkedIn® Page:** [www.linkedin.com](https://www.g2.com/external_clickthroughs/record?secure%5Bsource_type%5D=product_profile&secure%5Btoken%5D=0560dc41b69f743dfbe07cdd42203159f1bd9211bcfdb81bbc95fb1ec37f9802&secure%5Burl%5D=https%3A%2F%2Fwww.linkedin.com%2Fcompany%2Ffruition-revops%2F&secure%5Burl_type%5D=linkedin_company_website) 5 employees on LinkedIn® ### [ThinkOS](https://www.g2.com/products/thinkos/reviews) ThinkOS replaces four freelancers with one AI marketing engine built specifically for Web3 projects. It connects brand memory, campaign planning, content generation, multi-channel publishing, community operations, and reporting into a single system — so every campaign builds on the last instead of starting from zero. Built for token launches, protocol growth, and founder-led marketing. #### Who Is the Company Behind ThinkOS? - **Seller:** [Think3 Solutions](https://www.g2.com/sellers/think3-solutions) - **Year Founded:** 2019 - **HQ Location:** Bangalore, IN - **LinkedIn® Page:** [www.linkedin.com](https://www.g2.com/external_clickthroughs/record?secure%5Bsource_type%5D=product_profile&secure%5Btoken%5D=86ff337797bffb4932c11104936669e4935c6d7e7679c1443d64123d666852bf&secure%5Burl%5D=https%3A%2F%2Fwww.linkedin.com%2Fcompany%2Fthink3sol&secure%5Burl_type%5D=linkedin_company_website) 1 employees on LinkedIn® ### [Typeface Arc Agents](https://www.g2.com/products/typeface-arc-agents/reviews) Arc Agents work alongside your team as specialists who understand your brand, orchestrate complex workflows, and continuously improve. Our agents automate tedious work, so you can focus on what matters most. #### Who Is the Company Behind Typeface Arc Agents? - **Seller:** [Typeface](https://www.g2.com/sellers/typeface-2026-07-17) - **Year Founded:** 2022 - **HQ Location:** Palo Alto, CA, US - **LinkedIn® Page:** [www.linkedin.com](https://www.g2.com/external_clickthroughs/record?secure%5Bsource_type%5D=product_profile&secure%5Btoken%5D=74493b143008498755cceb88adeac24cfd177afc4d71760ac32bfb858b8a3dc8&secure%5Burl%5D=https%3A%2F%2Fwww.linkedin.com%2Fcompany%2Ftypefaceai&secure%5Burl_type%5D=linkedin_company_website) 249 employees on LinkedIn® ### [Vertex Growth](https://www.g2.com/products/vertex-growth/reviews) VertexGrowth empowers small and mid-sized businesses to find, engage, and convert customers in minutes, at 1/10th the cost of enterprise tools. #### Who Is the Company Behind Vertex Growth? - **Seller:** [Vertex Growth](https://www.g2.com/sellers/vertex-growth) - **HQ Location:** N/A - **LinkedIn® Page:** [www.linkedin.com](https://www.g2.com/external_clickthroughs/record?secure%5Bsource_type%5D=product_profile&secure%5Btoken%5D=7886df2ed926834e5eb248c77dcfa8e5c815d3ab1f0fe3132ced0dba45868834&secure%5Burl%5D=https%3A%2F%2Fwww.linkedin.com%2Fcompany%2FNo-Linkedin-Presence-Added-Intentionally-By-DataOps&secure%5Burl_type%5D=linkedin_company_website) 1 employees on LinkedIn® - [‹ Prev‹ Prev](/categories/marketing-automation?%3Fpage=1&order=g2_score&page=33#product-list) - [1](/categories/marketing-automation?%3Fpage=1&order=g2_score#product-list) - [2](/categories/marketing-automation?%3Fpage=1&order=g2_score&page=2#product-list) - … - [30](/categories/marketing-automation?%3Fpage=1&order=g2_score&page=30#product-list) - [31](/categories/marketing-automation?%3Fpage=1&order=g2_score&page=31#product-list) - [32](/categories/marketing-automation?%3Fpage=1&order=g2_score&page=32#product-list) - [33](/categories/marketing-automation?%3Fpage=1&order=g2_score&page=33#product-list) - 34 - Next ›Next › Spotlight Categories [Revenue Operations & Intelligence (RO&I) Software](https://www.g2.com/categories/revenue-operations-intelligence-ro-i) [Payroll Software](https://www.g2.com/categories/payroll) [Webinar Platforms](https://www.g2.com/categories/webinar) [Security Awareness Training Software](https://www.g2.com/categories/security-awareness-training) [Lead Intelligence Software](https://www.g2.com/categories/lead-intelligence) Similar Categories - [Account-Based Marketing](/categories/account-based-marketing) - [Affiliate Marketing](/categories/affiliate-marketing) - [App Store Optimization](/categories/app-store-optimization) - [Audience Intelligence Platforms](/categories/audience-intelligence-platforms) - [B2B Services Review Platforms](/categories/b2b-services-review-platforms) - [Blogger Outreach](/categories/blogger-outreach) - [Book Marketing Tools](/categories/book-marketing-tools) - [Brand Intelligence](/categories/brand-intelligence) - [Consumer Insights Platforms](/categories/consumer-insights-platforms) - [Consumer Video Feedback](/categories/consumer-video-feedback) - [Content Curation](/categories/content-curation) - [Content Marketing](/categories/content-marketing) - [Conversational Marketing](/categories/conversational-marketing) - [Conversion Rate Optimization Tools](/categories/conversion-rate-optimization-tools) - [Customer Data Platform (CDP)](/categories/customer-data-platform-cdp) [Browse Marketing Automation Themes](/categories/marketing-automation/themes) ![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.