Best Marketing Automation Software 2021 - Overview

  • Overview
  • Buyer's Guide
  • Resources

Marketing Automation software is suite of centrally-located tools and features designed to help organize and automate all different types of marketing activities, across various channels. Marketing automation tools help you run more efficient marketing campaigns provide the tools to help you measure success along the way, so you can be more strategic and confident in marketing. 

Marketing Automation software provides tools for different types of marketing efforts, including:

  • Email marketing
  • Social media marketing
  • Direct mail
  • Mobile marketing
  • The basic features in Marketing Automation software include:
  • Email marketing
  • Landing page development
  • Lead capture and scoring
  • Lead nurturing and development
  • Central contact and marketing database
  • CRM integration capability
  • In-depth data analysis and reporting tools

The advanced features in Marketing Automation software include:

  • Dynamic content generation for websites
  • Multi-channel campaigns
  • Template optimization for tablet and smartphones
  • Detailed revenue reports
  • Integration with tools provided by independent software vendors (ISVs)

Marketing campaign management and marketing resource management (MRM) are also valuable MA resources that are designed to help you assess the impact of your marketing efforts and customize your strategies to reach more customers and drive higher profits through your marketing.

The benefits of Marketing Automation software include:

  • Automation of manual marketing efforts
  • Multi-channel marketing campaigns and customer insights
  • Time and cost-savings
  • Improved insight into the effectiveness of marketing campaigns and how prospects are engaging with campaigns or nurture sequences
  • Better, more qualified leads
  • Closer alignment of goals between marketing and sales teams
  • Increased ROI

Digital marketing has become extremely popular in the past few years, and customers are now very savvy to many of the marketing techniques that have worked well during the evolution of online marketing. 

Savvy consumers require a fresh and personal experience to move their purchasing decisions, particularly online where there is so much competition. You can use marketing automation software to streamline and automate all your regular marketing efforts. You can also integrate marketing automation software with your CRM tools to gain a deeper insights and continually improve marketing efforts.

Choosing the right marketing automation tools for your business is crucial to accurately tracking marketing campaigns across email, social media, website, mobile, and more. There are many marketing automation systems available on the market, so understanding your existing marketing roadblocks and growth goals will be key in choosing a system to help improve all your marketing initiatives. 

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Cost (All)
 
Platforms (All)
 
Company Size (All)
Solution Name
Wheelhouse Score
Rating
Features
Pricing
Select solution
ActiveCampaign

By ActiveCampaign

Wheelhouse Score
4.37/5
Excellent
Rating
4.50/5
Excellent
Features
3.94/5
Above Average
Pricing
Economy

ActiveCampaign goes beyond basic email marketing, by empowering businesses to reach optimal customer experience. A wide range of features help close the loop between lead sourcing and targeting, thereby delivering an all-round system which addresses every part of the customer journey.

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BenchMarkONE

By BenchmarkONE

Wheelhouse Score
3.84/5
Above Average
Rating
4.48/5
Excellent
Features
2.52/5
Above Average
Pricing
Economy

BenchmarkONE provides marketing automation and email marketing solutions as part of its mainstream CRM offering. Staying in step with every single contact in your database is made resourceful yet effortless, thanks to real-time monitoring and campaign-specific landing pages.

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Autopilot

By AutopilotHQ Inc.

Wheelhouse Score
3.75/5
Above Average
Rating
4.71/5
Excellent
Features
1.85/5
Average
Pricing
Economy

Autopilot is a marketing automation system that also features end-to-end lead management. Go from sourcing your leads via a website or blog, to nurturing them during every step of their purchase journey. With workflow automation, manual tasks can be eliminated, resulting in campaign management that ...

Wheelhouse Score
3.67/5
Above Average
Rating
5.00/5
Excellent
Features
5.00/5
Excellent
Pricing
Higher-Cost

Watson Campaign Automation, while offering a comprehensive suite of marketing automation functionalities, stands out owing to its AI-powered assistant. Take advantage of predictive analytics to understand key customer trends, so your campaign can be personalized to target the right audiences at the ...

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SimplyCast

By Simply Cast

Wheelhouse Score
3.62/5
Above Average
Rating
5.00/5
Excellent
Features
0.87/5
Average
Pricing
Economy

Trusted by users in over 175 countries, SimplyCast is a marketing automation tool which offers end-to-end management of all your campaigns across 15+ communication channels. From SMS to email, track all omnichannel marketing operations from a single platform, while customizing campaigns to suit user...

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Acoustic

By Acoustic, L.P.

Wheelhouse Score
3.52/5
Above Average
Rating
5.00/5
Excellent
Features
1.57/5
Average
Pricing
Economy

Marketing automation from Acoustic pays emphasis towards eliminating silos within company sales pipelines. Powered by AI, Acoustic caters to comprehensive lead management on both B2B and B2C levels.

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Wheelhouse Score
3.34/5
Above Average
Rating
3.00/5
Above Average
Features
2.05/5
Average
Pricing
Economy

Zoho Campaigns is a holistic email marketing and marketing automation suite that also connects with CRM systems for a total, all-round solution. Create bespoke emails with simple drag-and-drop modules as well as inbuilt templates, to target customers based on individual requirements.

Wheelhouse Score
3.31/5
Above Average
Rating
4.33/5
Excellent
Features
2.28/5
Average
Pricing
No Pricing Data

Harnessing the capabilities brought on by AI, Marketo powers sales teams to reach high-potential leads via granular targeting and custom messaging. Analytics further help propel campaigns towards the right direction, owing to in-depth and multi-dimensional insights.

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Integrate.com

By Integrate

Wheelhouse Score
3.19/5
Above Average
Rating
4.50/5
Excellent
Features
1.06/5
Average
Pricing
Economy

Integrate Demand Cloud optimizes what businesses already have in the marketing department, by customizing campaigns and analyzing performance. Create a seamless workflow between existing communication channels, and automate to further ease operations.

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Bronto

By Oracle

Wheelhouse Score
3.16/5
Above Average
Rating
4.21/5
Excellent
Features
3.27/5
Above Average
Pricing
Mid-Range

Featuring an array of tools to build bespoke marketing campaigns, Oracle Bronto ensures cost-efficiency and resource optimization at its best. Offering an all-in-one platform, access features to build, test and launch campaigns, while also being able to automate workflows for added convenience.

More details about Marketing Automation software

What is Marketing Automation Software?

Marketing Automation software is a suite of tools for creating, running, and automating marketing efforts across various channels like email, social media, and ads. Marketing automation software reduces the amount of manual work required to run effective marketing campaigns. These systems also provide marketing analytics to help customize campaigns and make every marketing campaign more strategic. 

What are Examples of Marketing Automation?

Some examples of marketing automation include:

  • Welcome emails or series to introduce new or prospective customers to your brand
  • Birthday emails with special discounts or rewards
  • VIP email series to inform customers about new products, special sales, or promotions for loyal, repeat customers
  • Reengagement campaigns to bring past customers back or convert potential customers who’ve yet to buy
  • Customer feedback requests or surveys
  • Emails sharing reviews and inviting customers to leave a product review for something they’ve purchased
  • Reminder emails 

What is Digital Marketing Automation?

Digital marketing automation is a set of tools and processes that help improve marketing campaigns run online or digitally by email, online ads, social media, and website traffic. Digital marketing automation software helps streamline marketing campaigns across various digital channels and provides tools to automate many of these activities and eliminate manual marketing efforts. 

What is Marketing Automation and How Does it Work?

Marketing automation is a system for organizing, automating, and measuring marketing campaigns across various channels. Marketing automation software works by automating marketing campaigns and sending emails or ads to specific customers based on their behavior and interaction with your business. 

Using customer behavior data, marketing automation software can gauge lead interest levels and identify which types of marketing campaigns are generating the most activity. This data is then used to tweak campaigns to be more personalized to customer behavior or expand campaigns that are working well. 

Integrating marketing automation software with your CRM software can help track lead and customer engagement with marketing efforts and funnel people into new campaigns, nurturing efforts, or provide personalized methods for ongoing customer relationship building. 

What is the Difference Between Sales Automation and Marketing Automation?

The difference between sales automation and marketing automation is that marketing automation software is used to help grow a customer base and nurture potential and existing customers, while sales automation is about tracking and scoring leads and closing deals or sales with leads who’ve been funneled through marketing channels.

Sales automation and marketing automation software work well when integrated, and modern marketing automation software can typically be integrated with CRM systems and sales automation tools. 

What are the Most Common Features of Marketing Automation Software?

The most common features of Marketing Automation software include:

  • Email Marketing & Campaigns
  • Social Media Marketing & Campaigns
  • Landing Pages
  • Forms
  • Lead Nurturing Campaigns
  • Lead Lifecycle Management
  • CRM Integration
  • Reporting & Analytics

What are the Benefits of Marketing Automation Software?

The benefits of Marketing Automation software are:

  • Automation of manual marketing efforts
  • Multi-channel marketing campaigns and customer insights
  • Time and cost-savings
  • Improved insight into the effectiveness of marketing campaigns and how prospects are engaging with campaigns or nurture sequences
  • Better, more qualified leads
  • Closer alignment of goals between marketing and sales teams
  • Increased ROI

Who Uses Marketing Automation?

Marketing teams use marketing automation software the most, but other teams or individuals within a company typically also rely on marketing automation functions or reports, including:

  • Sales Teams
  • Executives
  • B2B Business Owners

What are the Challenges with Marketing Automation?

The challenges with marketing automation include:

  • Poor lead conversions
  • Inefficiency in marketing strategies or campaigns
  • No insight into why a marketing campaign is a success or a failure
  • Low customer engagement
  • Poor customer retention
  • Misaligned goals between sales and marketing teams
  • Failure to meet revenue goals 

Who Should Use Marketing Automation?

Marketing teams and executives should use marketing automation software. However, sales teams, executives, and business owners can also use the insights from marketing automation to align goals between sales and marketing, improve conversions, and drive customer loyalty. 

What Should I Look for in Marketing Automation Software?

You should look for the following features and functionality in a marketing automation software:

  • User-friendly interface
  • Multi-channel marketing automation features
  • Key integrations for CRM or sales automation
  • Training and customer support
  • Pricing plans and features
  • Reviews and testimonials 
  • Implementation requirements and timeline
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