Marketing Software Resources - Page 48

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

What is the easiest consumer insights tool for a solo marketer or small team to understand their customers without a steep learning curve or a month-long implementation project?

Hi G2 community! I am looking for Consumer Insights Platforms for the solo marketer or two-person brand team that needs to understand customers better but cannot spend weeks learning a platform or months configuring an implementation before running a single study.

Attest: Speed and simplicity are the two most consistently cited Attest reviewer credits: the platform is fast, intuitive, and delivering high-quality insights that make decision-making confident and data-driven. Simple and transparent pricing with no hidden fees makes the cost model legible for solo marketers who cannot absorb unpredictable per-question or per-response billing surprises.
PickFu: PickFu delivers answers in minutes without any research expertise required. The poll format is self-service and the results are immediately interpretable. Pay-per-poll pricing removes the subscription commitment barrier. It addresses creative validation rather than deep customer understanding.
Pollfish: Pollfish's programmatic survey distribution and mobile-first delivery model make it accessible for solo marketers who need quick-turn consumer survey data without building a panel or managing respondent recruitment. Surveys reach real consumers through app environments, producing responses in hours rather than days.
Discuss: The platform allows users to find insights from previous research with AI analysis without sitting with spreadsheets for days. The conversational qualitative research format means solo marketers get real customer voices rather than numerical survey data, which is often more directly actionable for small brand decision-making.
Askable: For solo marketers who want to conduct their own customer interviews but are blocked by the recruitment and scheduling overhead of finding the right participants, Askable automates the participant recruitment, screening, and scheduling process, removing the most operationally intensive step in qualitative research for a solo operator. Once participants are recruited, the marketer conducts their own interviews without needing a research operations function.

For solo marketers or small teams that have found a consumer insights tool they actually use regularly, what was the feature that made you stick with it rather than defaulting back to Google Forms or a quick Instagram poll?

The panel quality question is the one that eventually catches up with every fast-turnaround tool. Results in minutes mean nothing if the respondent pool isn't representative of your actual customers.

Answered: Krithika Sathyamoorthy on July 21, 2026

What consumer insights platform works best for a mid-size retail brand that needs survey data and social listening in one place rather than buying two separate subscriptions?

Looking for input from the Consumer Insights Platforms category on platforms that genuinely combine survey research with social listening, the combination that mid-size retail brands need to understand both what customers say when asked directly and what they say unprompted on social media, without maintaining two separate vendor relationships.

Suzy: It provides Suzy Speaks (video interviews), Suzy Live (digital focus groups), and trend monitoring in a single platform. For mid-size retail brands, the combination of quantitative survey capability, qualitative video interviews, and trend monitoring addresses the most common split between a survey tool and a social/trend listening tool.
Qualtrics Strategy & Research: The platform's Research Hub provides AI-powered search and synthesis across all studies, including external documents, which can incorporate social and external signal data alongside proprietary survey research. The CX and EX integration layer connects survey data to operational metrics, creating the unified customer signal view that retail brands need.
GWI: GWI's survey-based consumer intelligence covers media consumption, online activities, social platform usage, and channel affinity data, providing the audience behavior signals that retail brands typically use social listening to understand, grounded in a statistically representative panel rather than a social media data scrape. The platform covers which social platforms an audience uses, what content they engage with, and how channel preferences are shifting.
Discuss: For mid-size retail brands where the most valuable consumer insight comes from in-depth qualitative conversations rather than broad survey data or social monitoring, Discuss provides the qualitative research infrastructure that surfaces the why behind consumer behavior that neither surveys nor social listening fully explains. The AI analysis layer finds themes and correlations across sessions automatically.
Attest: Attest is described as fast, compliant, and simple enough for operations teams to use without specialist support, which matches the resource profile of mid-size retail marketing teams. The data storytelling layer allows findings to be shared directly with leadership.

For mid-size retail brands that have tried to consolidate survey and social listening into one platform, was the consolidation successful, or did the combined platform cover both use cases less well than two dedicated tools would have? And which insight type drove more actual brand decisions in practice?

In practice the insight that drove more actual decisions for our team was the survey side. Social listening surfaced things we didn't know to ask about but the depth of understanding came from structured questions.

Answered: Krithika Sathyamoorthy on July 21, 2026

Worth separating two things in your consolidation question. Buying one platform is about vendor overhead and budget. Getting one view of the customer is about whether the two data types can actually be read against each other. GWI is interesting here because its social platform and channel affinity data comes from the same panel structure as the rest, so you're comparing like with like rather than stitching a survey result to a scrape and hoping the populations match.

Answered: Amita Jain on September 14, 2026

I’d expect the combined platform to work best when the goal is connecting different types of insight, rather than replacing every capability of two specialist tools. For retail, I think unprompted trend signals would drive more day-to-day brand decisions, while surveys would be most useful for validating why those shifts are happening.

Answered: Barkha Bali on September 15, 2026

In my experience the survey data drives more actual decisions because it's easier to defend in a meeting, you can point to a specific question and a specific number. Social listening tends to shape hypotheses more than final calls, at least on my team.

Answered: Mahima Chavan on September 17, 2026

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Which consumer insights software is the most accurate for tracking changing customer preferences across multiple countries for a brand managing research across several markets simultaneously?

Hi G2 community! I am looking for Consumer Insights Platforms for multi-market tracking accuracy. This is for brands that need to understand how consumer preferences are shifting in different demographics simultaneously, and where inconsistent methodology across markets produces incomparable data that cannot be used for global strategic decisions.

Qualtrics Strategy & Research: The platform supports 100+ question types with consistent survey methodology across markets, and the global distribution via email, SMS, and multichannel delivery ensures methodological consistency. Brand tracking is a named prebuilt solution.
GWI: GWI covers 50+ markets with 2M+ annual surveys run across four waves per year, providing the current data and trend comparison capability that preference tracking requires. It is uniquely valuable for the Japanese market because it allows comparison with other markets at the same granularity — the like-for-like multi-market comparison that most tools cannot deliver at that geographic specificity. The longitudinal data structure means preference trends are visible over time rather than only at a single point.
Attest: Attest covers 59 countries with fully localized and translated surveys across 70 languages, with the ability to compare regional groups side by side in the same study. EU data residency and GDPR compliance make it particularly relevant for multi-market studies that include European markets, where data sovereignty requirements add complexity.
Forsta: Is a full-service enterprise market research platform with global panel access and the methodology depth to run longitudinal tracking studies across multiple markets simultaneously. As a platform used by research agencies and enterprise brands for continuous tracking, Forsta covers the multi-market panel access and consistency requirements.
Cint: For brands managing research across several markets simultaneously, Cint's breadth of panel supply provides the geographic coverage that single-panel providers cannot match. Cint is a sample and panel sourcing platform rather than a full consumer insights platform; it provides the respondent supply that powers other platforms' research but does not include survey building, analysis, or reporting tools on its own.

For global brands running tracking studies across multiple markets, what has been the most challenging dimension to keep consistent? Is it panel quality and methodology across different countries, survey translation that preserves question meaning across languages, or the analysis framework that allows like-for-like comparison of results?

Survey translation preserving question meaning is consistently the hardest dimension to maintain in our experience. Responses to a question about brand perception in Japanese versus English can reflect translation nuance as much as actual preference differences.

Answered: Krithika Sathyamoorthy on July 21, 2026

Translation, but not in the way it usually gets discussed. Literal accuracy is the easy part and a decent localisation process handles it. The harder problem is that the same perfectly translated five-point scale gets used differently: some markets cluster toward the middle and avoid the extremes, others reach for the top box readily, and respondents in some cultures lean agreeable toward whatever the question proposes. So your Japan number and your Brazil number can sit fifteen points apart on identical wording and identical underlying sentiment. That's why the GWI point about comparing Japan against other markets at the same granularity matters so much. One consistent instrument fielded the same way everywhere at least holds the bias constant, so movement over time stays readable even where the absolute levels aren't.

Answered: Amita Jain on September 18, 2026

Reporting movement against each market's own baseline sidesteps most of this without new tooling. The absolute cross-market comparison is the part that needs caveats, not the trend.

Answered: Amita Jain on September 18, 2026

Qualtrics Market Research is heavily reviewed and well suited for tracking changing customer preferences across multiple countries at once, since it's built for large-scale, multi-market research programs.

Answered: Hasitha Varre on November 3, 2026

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