Marketing Software Resources - Page 28

Articles and Discussions to expand your knowledge on Marketing Software

Resource pages are designed to give you a cross-section of information we have on specific categories. You'll find articles from our experts and discussions from users like you.

Contents

Marketing Software Articles

60+ Marketing Automation Statistics for 2027: ROI and Challenges

TL;DR: Key marketing automation statistics for 2027 How fast is the marketing automation market growing? The market is forecast to grow from $8.14 billion in 2026 to $20.12 billion by 2034. Are companies getting full value from marketing automation? 60% of B2B marketers say they are not using their existing tools to full capacity. How is AI changing marketing automation? AI and machine learning now account for 24.2% of marketing activity, up from 13.1% in 2024. Does personalization improve marketing results? 93.2% of marketers say personalized or segmented experiences led to more leads and purchases. How effective are automated emails? Behavior-based automated emails generated 30% of email revenue from just 2% of sends. How quickly does marketing automation pay back? G2 Data puts the estimated average payback period at 10 months. How long does marketing automation take to implement? In G2 Data, 83% of products go live within three months.

by Amita Jain

80+ Marketing Statistics to Shape Your 2026 Marketing Strategy

Marketing has always changed shape with its channels, but the shift underway in 2026 is different in kind. The marketing statistics that mattered two years ago described a discipline organized around search traffic, social reach, and email lists, with budgets allocated accordingly.

by Darshayita Thakur

2023 Trends: Making Your Marketing Win in Times of Loss

This post is part of G2's 2023 digital trends series. Read more about G2’s perspective on digital transformation trends in an introduction from Emily Malis Greathouse, director, market research, and additional coverage on trends identified by G2’s analysts.

by Victoria Blackwell

Marketing Software Discussions

Which marketing automation platform should you migrate to when per-contact pricing outpaces your list growth?

I've been researching which marketing automation platform should you migrate to when per-contact pricing outpaces your list growth for a team whose bill kept climbing faster than their actual campaign output. Per-contact pricing punishes list growth directly, so the fix usually means either a flatter pricing model or a platform that prunes inactive contacts more aggressively. Looking at the Marketing Automation category on G2 with that lens.

ActiveCampaign. Automation depth at a lower price point than the platforms built for enterprise, which matters once list size becomes the main cost driver. Best for teams needing automation without enterprise pricing.
Intuit Mailchimp All-in-One Marketing Platform. Tiered plans built around contact count, so the migration conversation is at least transparent even if the ceiling is still there. Best for teams wanting predictable tier-based pricing.
Customer.io. Pricing tied more to sending volume and events than raw contact count, which helps teams with large but mostly inactive lists. Best for teams with large dormant contact lists.
Omnisend. Ecommerce-focused pricing structured around order volume rather than list size alone. Best for ecommerce teams with big lists and modest send volume.
GetResponse. Mid-market pricing with automation features that don't require jumping straight to an enterprise tier. Best for growing teams not ready for enterprise pricing.

Before migrating anywhere, it's worth actually cleaning the list first. A lot of the "per-contact pricing problem" turns out to be thousands of contacts who haven't opened anything in two years, and no new platform fixes that for you.

Has anyone actually gone through a full migration to fix a pricing problem, and did the new platform's pricing model hold up once your list grew again, or did you just push the same problem out a year?

Spending time in the Marketing Automation category on G2 this week, pricing complaints show up constantly, but rarely as the actual root cause. Migrating over pricing alone often turns out to be a half fix, since a lot of teams find the new platform's pricing curve just resets the same problem a year or two down the line, once the list grows again. The bigger tell worth watching for before switching is whether inactive contacts are actually costing you in deliverability and segmentation quality, not just subscription cost, since that's usually the harder problem; list pruning alone won't solve.

A cleaner test than sticker price is asking a vendor how their model treats a list that's grown, but engagement hasn't, since that's the exact scenario that broke the old setup. Teams that migrated successfully tended to pair the switch with a real list audit rather than treating the new platform as the fix by itself.

Answered: Shashank Shastry on September 16, 2026

What's the best marketing automation software for B2B SaaS teams running account-based campaigns?

I've been mapping out what's the best marketing automation software for B2B SaaS teams running account-based campaigns for a team moving off broad email blasts toward targeting specific accounts. The distinction that matters here is whether the platform actually scores and segments by account, not just by individual contact. Here's what stood out in the Marketing Automation category on G2.

Adobe Marketo Engage. Deep lead and account scoring built for B2B funnels with long sales cycles. Best for complex B2B scoring models.
Agentforce Marketing (formerly Salesforce Marketing Cloud). Shares data directly with Salesforce CRM, so account context carries through to sales without a separate sync job. Best for Salesforce-native GTM teams.
HubSpot Marketing Hub. Combines marketing automation with CRM data in one place, useful for SaaS teams where marketing and sales share the same account view. Best for teams wanting marketing and CRM data unified.
Braze. Built for cross-channel campaigns tied to product usage events, which suits SaaS teams targeting accounts based on in-app behavior. Best for product-led account targeting.
Iterable. Cross-channel orchestration with segmentation flexible enough to build account-level journeys rather than just contact-level ones. Best for multi-channel account journeys.

One thing worth being honest about: account-based campaigns are only as good as the account data underneath them, and a lot of B2B SaaS teams find that the harder problem is agreeing internally on what counts as a target account, not which platform to run the campaign in.

For SaaS marketers running ABM motions, which platform actually made account-level reporting usable, and which one buried it three clicks deep where nobody looked at it?

HubSpot's approach of keeping CRM and marketing data in one place is honestly the difference maker for account reporting. Once marketing and sales are looking at the same account record, the reporting stops needing a separate translation layer.

Answered: Yashwathy Marudhachalam on September 18, 2026

Which personalization platforms do teams keep using beyond rollout instead of quietly reverting to what they had?

Hi G2 reviewers, which personalization platforms do teams keep using beyond rollout rather than quietly reverting? What seems to decide it:

Whether the reporting shows a clear before and after, or just activity
Whether attribution can be traced back to a source rather than assumed
Whether the data model holds up once someone leaves
Whether the next change is easier than the last one
Ortto keeps customer data, automation and analytics in one place, with session data such as UTMs used to establish where a user came from. Reviewers say it can get technical, and certain settings are hard to locate.
Customer.io triggers off product events, so what fires and why is traceable in the payload. Reviewers advise settling the attribute schema early, since near-duplicate attributes get awkward to clean up later.
VWO Testing keeps a record of experiments and results rather than one-off changes, which is what gives a team something to point at a year in. Reviewers say deeper analytics take time to interpret and reports could be more customisable.

Plenty of these get bought, configured and then slowly abandoned. Usually not because they broke, but because nobody could show what they were contributing. What kept yours alive past the first six months, the results or the person who owned it?

I think the results keep the platform alive, but ownership is what keeps those results visible. VWO Testing keeping a record of experiments and outcomes feels useful here because the team has something concrete to revisit when someone asks what the platform has actually contributed.

Answered: Barkha Bali on September 15, 2026