What is Marketing Automation Software?

Marketing automation software allows companies to optimize their marketing strategy by automating marketing tasks such as email marketing, social media posts, and lead generation. The automation of these tasks is made possible by creating an automation workflow. A workflow serves as the path that triggers one marketing task after another. An example of this would be when a new customer creates an account on your website, which triggers a welcome email to be sent out to them. Once that welcome email is triggered, product announcement emails are sent, then sale announcement emails, and so on. Each step in the workflow is prompted automatically by a previous step, so no one has to do each step manually. The workflow can then be shaped around any marketing task, whether that is social media management, lead acquisition, or A/B testing. With this in mind, marketing automation software is not a one-off function that can be automated for years on end. Workflows must be manually updated so the marketing material remains relevant and engaging for customers. While the actual function of email marketing can be automated, the content of the email must be updated with current offerings, company updates, or other relevant information. Key Benefits of Marketing Automation Software Measure campaigns to optimize, justify, and prioritize initiatives Reduce time spent administering marketing programs and completing tasks Improve close rates with timely and relevant engagement Boost brand and messaging consistency across campaigns and channels via templates and standards Shorten sales cycles with quicker response times Customize marketing to each customer’s needs Create scheduled and automated activities for around-the-clock engagement without manual effort

Why Use Marketing Automation Software?

Marketing automation tools allow you to spend more time focusing on creative solutions while increasing your close rate and improving the quality of your leads. This software helps develop your business and lets you focus on more pressing aspects of day-to-day functions. For starters, you will be able to reduce your staffing costs by a considerable amount; lead nurturing and marketing campaigns can be run automatically instead of manually, enabling your business to potentially send thousands of personalized emails a day without lifting a finger. This type of automation also helps your sales activity dramatically by improving your lead management and prioritization, which usually results in a better ROI. In addition, marketing automation tools hold your marketing and sales teams accountable for their performance with concrete data points, giving you the ability to adjust and improve your business strategies. Key Business Problems Solved with Marketing Automation Software Create more targeted, well-informed content Provide overall message direction based on customer data Customize messaging across a customer base Personalize messaging without manual entry Reduce staffing and labor costs

Who Uses Marketing Automation Software?

Small businesses and large enterprises alike can benefit from marketing automation software. If you are a small business, you can directly benefit from marketing automation tools without having to increase your headcount, which can be especially important for companies with a small workforce and limited hiring capital. While the initial setup requires an investment of time to customize your platform, the overall result will be a significant decrease in tedious marketing tasks and a more effective sales cycle. From a small-business perspective, it’s exceedingly important to be effective and intentional with the finite amount of resources at your disposal. Marketing automation tools will allow your staff to make the most out of the hours allotted to them, freeing up time for creative solutions instead of repetitive tasks. These tools can optimize your staff’s time, allowing for a more effective business strategy. Marketing teams — Marketing automation tools allow marketing teams to automate tedious tasks, organize workflows, and collect more customer data. By automating marketing tasks like email marketing, lead generation, and digital advertising, marketing teams save plenty of time and are able to focus more time on analyzing their data. Spending more time with this data results in a more effective marketing strategy. Sales teams — Marketing automation software allows sales teams to leverage marketing data to identify qualified leads, analyze customer sentiment, and establish better communication with customers. When sales teams understand what leads have expressed a major interest in the product, they can reach out to customers based on actual data and turn cold calls into warm calls. With marketing automation data, sales teams can also be notified when the best time is to reach out to their leads. If leads are on a pricing page, this can trigger an alert to a sales rep to reach out to that lead and talk them through the product offering. Content managers — Content managers can use marketing automation software to automate the content publishing process. This allows content marketing teams to schedule posts for the most effective times during the day, which can drive more visibility for their content.

Page 4 | Best Marketing Automation Software: User Reviews from September 2026

Brevo Customer Data Platform

Brevo's Customer Data Platform (CDP) is a comprehensive solution designed to centralize, manage, and synchronize customer data across various platforms and channels. By consolidating both online and offline data into unified customer profiles, businesses gain a 360-degree view of their clientele, enabling more agile and informed decision-making. Key Features and Functionality: - Multiple Sources Import: Integrate data seamlessly from databases, data warehouses, FTP servers, or via API, ensuring all customer information is housed in a single platform. - Universal Data Model: Utilize standardized business objects to structure data consistently, enhancing scalability and coherence across datasets. - Identity Resolution: Implement custom deduplication rules to assign a unique identifier to each customer, eliminating redundancies and ensuring data accuracy. - Dataprep Custom Rules: Employ no-code recipes to clean and reformat data, preparing it for immediate business use without the need for technical expertise. - Scoring Library: Apply scoring models such as Recency, Frequency, Monetary (RFM) analysis or Lifetime Value (LTV) to refine marketing strategies and personalize customer interactions. - Dashboards & Data Exploration: Integrate with analytics tools to create advanced reports, facilitating better decision-making through comprehensive data visualization. Primary Value and Solutions Provided: Brevo's CDP empowers businesses to transform raw data into actionable insights, accelerating time-to-value and enhancing customer engagement. By unifying disparate data sources, companies can achieve a holistic understanding of their customers, leading to more personalized and effective marketing campaigns. The platform's intuitive tools allow teams to analyze customer behavior, segment audiences precisely, and deliver tailored content without relying on IT support. This streamlined approach not only improves operational efficiency but also drives smarter growth by enabling data-driven decisions that resonate with customers' preferences and behaviors.

Average Rating: 4.6/5.0

Total Reviews: 96

How Do G2 Users Rate Brevo Customer Data Platform?

Has the product been a good partner in doing business?: 8.8/10 (Category avg: 8.9/10)
Customization : 8.1/10 (Category avg: 8.4/10)
Performance and Reliability: 8.8/10 (Category avg: 8.7/10)
Workflow Capability: 8.6/10 (Category avg: 8.5/10)

Who Is the Company Behind Brevo Customer Data Platform?

Seller: Brevo
Year Founded: 2012
HQ Location: Paris
Twitter: @brevo_official
16,032 Twitter followers
LinkedIn® Page: www.linkedin.com
880 employees on LinkedIn®

Who Uses This Product?

Top Industries: Marketing and Advertising, Information Technology and Services
Company Size: 89% Small, 8% Medium

What Do G2 Reviewers Say About Brevo Customer Data Platform?

AI-generated summary from verified user reviews

Pros

Users appreciate the ease of use of Brevo, finding it intuitive and user-friendly for their marketing needs.
Users praise the active customer support of Brevo, providing quick and competent solutions to their problems.
Users praise Brevo for its ease of use and intuitive automation features, making email marketing simple and effective.
Users find Brevo Customer Data Platform to be very user-friendly, facilitating easy integration and a smooth experience.
Users praise the easy setup of Brevo, making it simple to launch and manage marketing campaigns effortlessly.

Cons

Users find Brevo Customer Data Platform to be expensive, especially when compared to competitors' pricing.
Users face occasional integration issues with third-party tools, complicating their experience and requiring extra effort.
Users find the learning curve steep, as navigating Brevo’s features can be complicated without guidance.
Users are disappointed by the missing features like segmented merchant access and multiple chatbot domain connections.
Users find the platform not intuitive, often struggling to navigate menus and perform basic functions effectively.

What Are Recent G2 Reviews of Brevo Customer Data Platform?

"Brevo has been my reliable system for marketing automation for years."

Rating: 5.0/5.0 stars

— Helen W.

Best Marketing Automation Software - Page 4

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Category Stats (Sep 2026)

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