Solutions Review’s listing of the best marketing automation software companies is an annual look into the solution providers included in our Buyer’s Guide and Solutions Directory. Our editors gathered this information via online materials, reports, product demonstrations, conversations with vendor representatives, and free trial examinations.
Manual management of marketing campaigns is becoming an increasingly lofty task, especially since customers use more channels than they ever have. Each channel creates new areas for data to be collected and harnessed. Keeping up with the competition takes a lot more than a superior product: it comes down to effective marketing strategies. A marketing automation tool can help your company eliminate the monotony of campaign management while keeping your valuable customers engaged.
However, choosing the best marketing automation software vendor can be a complicated process, as it requires constant market research and often comes down to more than technical capabilities. With that in mind, the editors at Solutions Review compiled the following list to spotlight some of the best marketing automation providers in the industry.
Note: Companies are listed in alphabetical order.
The Best Marketing Automation Software Companies for 2022
Description: ActiveCampaign provides email marketing, marketing automation, CRM, and Sales Automation solutions to clients across industries. Their marketing automation tool offers a simple visual overlay, showing users how automations connect and the features of each campaign. The platform provides social media analysis, as well as deep site tracking. Enterprise customers will have an “expert level” team member to consult or help with the platform.
Description: Act-On provides a marketing platform that eliminates many of the monotonous tasks marketers deal with. It tracks and collects analytics automatically and uses the information to improve marketing techniques. Users gain complete visibility into unknown and known activity on their website. With the collected data, Act-On then automates nurturing based on user preference. It even segments customers and leads into specified categories for you. The platform is offered as an integrated tool for many CRMs. Act-On also provides professional services to clients who need help building an effective marketing strategy.
Platform: Adobe Campaign
Description: With Adobe Campaign, companies can use customer data to create, deliver, and manage B2B cross-channel marketing campaigns. The software includes central workflow management, personalized email marketing tools, customer data management, cloud services, and learning tools to help you and your team stay on top of their email marketing skills. Multichannel site design is simple and synchronized to maintain its brand image across platforms. Adobe allows marketers to follow each step in the customer journey. They also collect deep and predictive analytics to enhance marketing campaigns.
Description: Autopilot offers a marketing platform with a focus on integration. The platform connects customer information from various tools and systems, so users get a single view of all their customer data to make automating the marketing journey easier. These insights also create deep personal journeys that change based on behavior. Users can also tell the system to send individualized messages to new customers based on site behavior and engagement.
Description: ClickDimensions is partnered with Microsoft Dynamics 365, Azure, and Power BI, so its marketing solutions are centered around Microsoft’s tool kits. The company built its platform natively inside Dynamics 365, which means users don’t have to pay additional fees to integrate with the Dynamics product suite. Users can also synchronize data immediately, eliminating the headaches from a complex implementation. They offer essential marketing tools like email marketing, campaign automation, web intelligence, surveys, social marketing, and more.
Description: Dotdigital was a tool built for the BBC before becoming the company’s staple product. They offer a platform with simple drag-and-drop functionality for communicating with customers. It has multichannel capabilities to target customers efficiently. Users can harness analytics to send messages at the right time, in the right place, and on the right channel. Collected data includes customer identification and tracking. Users can customize the lead scoring tools to focus on relevant data sets (i.e., purchase history, email opens, clicks, page views). Dotdigital can also work directly with users with managed and creative services.
Description: GetResponse offers a suite of simple and robust solutions that can be scaled and customized for small and large organizations. The company’s marketing solutions include automation, CRM, webinar software, email design, and the tools users need to track customer journey scenarios with real-time updates. GetResponse’s workflow designer uses simple block arrangements for conditions, actions, and filters. Customer profiles include tagging and scoring so that users can build detailed segmentations.
Platform: Higher Logic
Description: Higher Logic offers marketing tools for a variety of spaces. The company assists organizations in building a private online community for their organization. This tool helps teams stay organized and active when executing targeted communication campaigns. The company offers solutions for both enterprise and professional teams for marketing automation. Users can automate repetitive and manual tasks while keeping track of campaign performance.
Platform: HubSpot Marketing Hub
Description: HubSpot offers a variety of capabilities centered around marketing, sales, and customer service. HubSpot’s free CRM connects all the data users need to run effective marketing campaigns, and their marketing hub comes with easy-to-use customization options. Users can modify their website or mobile site without any coding knowledge; they can drag-and-drop pages, posts, landing pages, and more. The marketing hub automatically tracks and reports on customer interactions. This data helps measure a campaign’s effectiveness or build new automations.
Description: iContact began as an email marketing company for SMBs before becoming a more significant marketing automation and consulting entity. They offer detailed email marketing tools to help marketers deliver personalized messages. Delivery of messages is further enhanced by advanced tracking and reporting. Users can learn what’s driving a campaign’s success or failure. Depending on your team’s skills, iContact offers access to a strategic advisor that can help build personalized campaigns with ease. Advisors have a detailed understanding of the platform and help email goals become a reality. The company is a part of Cision, a global media intelligence company.
Platform: Insightly Marketing
Description: Insightly is a vendor that offers both a CRM platform and a robust marketing automation platform. This solution provides in-depth customer journey management, an intuitive drag-and-drop email and newsletter creator, and more. Users can open up two-way communication with their customers through embedded forms and landing pages while simultaneously analyzing and visualizing customer insights with Insightly’s advanced analytics and reporting engine. CRM features include visual relationship webs, easy sale-to-project transition, and mobile application access.
Description: Iterable is a growth-marketing platform that emphasizes multichannel relevance at scale. They provide the same technologies that made Twitter and Facebook successful in user engagement. Iterable gives users the ability to engage with customers on various channels. Marketers can harness data for campaign activation and behavior-based personalization, and the dashboard lets marketers drag-and-drop workflows and activates any customer data.
Description: Keap, previously Infusionsoft, offers small businesses access to a marketing automation platform and CRM. The small business approach is emphasized as it only includes one user account in the base product. Keap offers collaboration with an onboarding expert to initiate setup for clients new to marketing tools. The platform provides a centralized view of customer data that enhances campaign automation and reporting. Keap helps users understand how audiences respond to campaigns and make modifications as necessary. They also provide hundreds of business apps, so you can craft the platform that fits your needs.
Platform: Lead Management Automation (LMA)
Description: Lead Liaison offers cloud-based marketing and sales automation solutions to businesses of all sizes. Their Lead Management Automation platform combines lead capture, content creation, social media engagement, and more. Prospects can be targeted based on engagement, demographics, and social info. This data is also used to trigger responsive marketing techniques. Due to the focus on lead generation, Lead Liaison reveals critical moments of a buyer’s journey to the sales team. Salespeople also receive daily lead reports that include “Buy Signals” to indicate the right time to contact a prospect.
Description: LeadSquared brings marketing automation to key time-consuming areas, so marketers and salespeople have time to focus on significant projects. This is accomplished through automating engagement with leads and customers. Their software easily captures lead and activity data across channels, making each engagement meaningful and targeted. LeadSquared helps more than just marketers, as salespeople can easily access critical data to find sales-ready leads to target. The platform uses machine learning to forge a deeper understanding of conversion attributes.
Platform: Marketo Engage
Description: Marketo Engage, an Adobe product, offers marketing automation as an application. All of Marketo’s applications can integrate with their Engagement Marketing Hub. The marketing hub also includes LaunchPoint partner applications so that users can build an optimal marketing platform for their needs. The automated marketing application lets users create and scale automated marketing campaigns across channels. It also provides nurturing options that can be as persistent as needed. Each customer journey can be customized based on collected data, and each campaign is tracked for efficiency.
Platform: Maropost Marketing Cloud
Description: Maropost Marketing Cloud provides tools for building complex customer journeys. The platform gives marketers the ability to connect with customers across email, web, mobile, and social media channels. Users can create and automate workflows from a simple dashboard on every channel and lifecycle stage. Event-driven workflows nurture visitors on a path that reflects their behavior. Machine learning tools utilize data to make personalized recommendations on your website and include a single customer view combining all available data on a customer. This creates deep segmentation functionality based on both manual and automatic data.
Description: Omnisend specializes in marketing solutions for retail companies. They give marketers tools to engage with customers on a personal level. The platform provides smart triggers to send targeted messages to customers at any journey stage. For example, you can send a welcome email to new customers that signed up for your newsletter. If someone leaves an item in their cart, reminder messages can be sent after a predetermined amount of time. Omnisend also provides A/B testing to ensure the right campaign is used long-term.
Platform: Oracle Eloqua Marketing Automation
Description: Oracle offers a variety of cloud marketing products, including Bronto, Eloqua, and Responsys. Each option brings its own strengths and customization for your marketing needs. For example, Eloqua is the B2B marketing option, and Bronto is for B2C. Each provides campaign management tools to deliver relevant content to target audiences. These two equip marketers with lead and campaign management tools to engage the right audience at the right time in their purchasing journey. This can be accomplished across multiple channels like email, display search, web, video, and mobile.
Description: OutboundEngine helps SMBs uncover marketing opportunities in their network. It enables marketers to target the right people with the right conversation. The platform’s data collection capabilities identify the newest and most engaged customers. After discovering the ideal contacts, users can create focused email and social campaigns with ease. OutboundEngine provides access to an up-to-date library of past, present, and future campaigns. This library also displays the success rate of specific campaigns so that marketers can build on their brand’s strengths.
Description: Pardot is the B2B marketing automation solution from Salesforce. It directly integrates with Salesforce’s CRM to harness all available data. This helps align marketing and sales to generate leads and keep them engaged. Since Pardot focuses exclusively on B2B, users can prioritize valuable leads through scoring and grading. It captures prospect activity and provides real-time alerts telling salespeople when to contact leads. The solution also gives marketers the ability to build and segment email marketing campaigns.
Platform: SAS Marketing Automation
Description: SAS has solutions in data management, machine learning, customer intelligence, and more. The company offers a Marketing Automation tool that harnesses deep analytics. It also comes with an easy to integrate and customizable dashboard. Outside of marketing automation, SAS offers Customer Intelligence 360, which is the company’s core tool for marketing teams. These tools allow users to combine marketing decisions with in-depth customer insights. They also deliver predictive marketing analytics. This enables marketing teams to transform digital data into predictive and customer-focused insight. SAS provides a detailed view of every customer, including offline customer data.
Platform: Selligent Marketing Cloud
Description: Selligent Marketing Cloud is an automation platform for B2C brands designed to improve customer engagement across all channels and help marketers nurture relationships in a data-driven way. Users can collect data with the company’s AI and Customer Data Platform, creating universal consumer profiles for AI marketing. Consumer profiles are generated for each contact, so marketers can analyze and target without manually merging data. Selligent provides behavioral targeting tools that change when user engagement or involvement changes.
Description: SharpSpring, from Constant Contact, offers a marketing automation platform for businesses and agencies. Their behavioral-based tracking tool helps users understand what motivates each click. It also enhances email automation, as customers are tracked after the click for increased personalization. SharpSpring’s visual workflow builder includes branching logic to engage leads correctly. Users can customize buyer personas to improve segmentation. The detailed data collection allows critical marketing decisions to be made with logic and efficiency.
Description: Adestra, an Upland product, is an email marketing solution with automation and campaign creation functionality. Marketers can gain insight into the effectiveness of campaigns and then quickly test or develop new customer pathways. Targeted email campaigns provide product recommendations based on customer insights. As an email marketing company first, Adestra includes a variety of templates with mobile and web optimization. Collected data is used to enhance email content and boost customer engagement.
Description: VBOUT is a multichannel marketing automation solution for collecting leads with a customer-centric approach. The company provides a variety of marketing automation capabilities in its flagship platform. Marketers save time using VBOUT, as everything they need is in one place. Its dashboard uses a drag-and-drop for creating landing pages, customer journey builder, social media management. Users can add automation to any of their campaigns with ease. The platform tracks analytics in crucial areas and sends a report in user-defined intervals. It begins segmenting leads from the moment their email address is obtained.
Platform: Zeta Marketing
Description: Zeta offers a data-driven campaign management platform that unifies data by matching proprietary data assets to first-party customer and marketing data. Users can harness the platform’s single view for insights, personalization, and orchestration. It is particularly useful for retail, travel, media, financial services, telecom, and healthcare companies. The platform’s managed and strategic services offerings from Zeta are well-received by customers. They allow users to enter a strategic partnership and build their campaigns with industry experts.