Best marketing automation software

Marketing automation software automates marketing actions or tasks, streamlines marketing processes and measures the results of marketing campaigns. These tools provide a central marketing database for all marketing information and interactions, helping marketers create segmented, personalized and timely marketing experiences for customers or leads. These platforms provide automation features on many aspects of marketing including email, social media, leads, direct mail, digital advertising and more.

A key component of marketing automation tools is the provision of analytics features to measure the impact of an entire campaign across segments and channels. These features measure the impact of campaigns on the marketing group's KPIs, the campaign's ROI and the impact of campaigns on the company's revenue.

Marketing automation products often integrate with CRM software tools, although CRM tools with built-in marketing automation are considered as all-in-one CRM software. Although marketing automation tools include email marketing features, products in G2 Crowd's marketing automation portfolio, are excluded from the email marketing software category, which contains public domain marketing tools. Tools only solve automation in email channels.

To be eligible for inclusion in the Marketing 
Automation category, a product must:

  • Automate two or more of the following: email, social media, SMS and digital advertising
  • Provides advanced email marketing capabilities including A / B testing, spam filter checking, scheduling, segmentation and detailed performance reports.
  • Act as a central marketing database for information and marketing interactions
  • Allow dynamic segmentation of marketing campaign goals
  • Contact targets on multiple channels after specific actions, triggers, or time periods
  • Perform leads management to include lead nurturing and scoring
  • Create forms and landing pages to collect leads
  • Provides analysis and reporting that tracks the entire life cycle of a campaign, including its relationship to sales and / or ROI

Compare marketing automation software:

HubSpot is a leading growth platform. Since 2006, we have been on a mission to make the world more inbound. Today, over 64,500 total customers in more than 100 countries use HubSpot’s award-winning software, services, and support to transform the way they attract, engage, and delight customers. Comprised of Marketing Hub, Sales Hub, Service Hub, and a powerful free CRM, HubSpot gives companies the tools they need to Grow Better. HubSpot Marketing Hub has everything you need to run successful inbound marketing campaigns that make people interested in your business and happy to be your customer.

ActiveCampaign is a platform that helps businesses automate customer experiences and build meaningful connections with their customers. Since 2003, ActiveCampaign has created tools that are both powerful and easy to use – because growing businesses don’t always have the time to set up new tech. Today, 80,000+ businesses use ActiveCampaign for their email marketing, marketing automation, or CRM.

Marketo, an Adobe company, offers the leading Engagement Platform that empowers marketers to build brand value, grow revenue, and prove impact. Consistently recognized as the industry’s innovation pioneer, Marketo is the trusted platform for thousands of CMOs thanks to its scalability, reliability, and openness. To learn more about the Marketo Engagement Platform, LaunchPoint® partner ecosystem, and the vast community that is the Marketing Nation®.

RD Station Marketing is a platform that helps medium and small businesses manage and automate their Digital Marketing strategy. With it, customers drive attract traffic, convert this traffic into business opportunities and drive more sales.

Meet Pardot: B2B marketing automation on the world's #1 CRM. Pardot empowers marketing and sales teams to work together to find and nurture leads, close more deals, and maximize return on investment. Pardot's lead management features CRM integration, email marketing, lead nurturing, lead scoring, and ROI reporting to help marketing and sales teams work together to generate and qualify sales leads, shorten sales cycles, and track marketing ROI. Track all prospect interactions on your site — from downloads to page views — then score prospects based on parameters you set. Put time back into your sales reps’ day with automated lead nurturing and real-time sales alerts, which allow reps to prioritize their time. Then, measure the true ROI of your marketing efforts with closed-loop reporting. Accelerate pipeline, drive revenue, and align marketing and sales with Pardot Marketing Automation.

Klaviyo is a modern marketing platform that lets ecommerce brands build an unlimited number of high-value customer relationships. Unlike other software, Klaviyo does not force you to trade off between ease of use and powerful functionality—and that means merchants can take advantage of the most impactful email and Facebook strategies without slowing down. Join the over 18,000 businesses growing faster & building amazing customer experiences across their owned marketing channels.