Strategic advisory and analyst firm Constellation Research recently released the findings from its Constellation ShortList for B2B Marketing Automation for Small and Midsize Business. The report from Liz Miller spotlights eight marketing automation solutions that small to midsize businesses (SMB) in B2B sectors should be paying attention to. Each Constellation ShortList report is updated yearly, although some reports can be updated after six months if deemed necessary.
The Constellation ShortList for Marketing Automation evaluated 50 B2B marketing automation providers before selecting the 8 companies listed. Constellation used a combination of partner conversations, client inquiries, vendor selection projects, market share, customer references, and internal research to determine which vendors would be included in the report. Constellation also took client company size and marketing resources into consideration.
The 8 solution providers named in the Q3 2021 report are listed below in alphabetical order.
Act-On provides marketing solutions designed to help marketers engage with their leads during each stage of the customer lifecycle. Its marketing automation solutions leverage actionable customer data to help users drive brand awareness, generate higher customer lifetime values, deliver polished customer experiences, convert leads, and, ultimately, grow their business. The company focuses its services in the banking, manufacturing, financial advisory, technology, and insurance industries.
Acoustic Campaign is a personalizable, insight-optimized, multi-channel campaign platform developed to help users attract new customers and increase engagement with existing customers. The platform comes equipped with lead scoring tools, targeted messaging capabilities, customizable automation campaigns, real-time analytics, CRM, and more features to empower SMBs to meet and exceed their goals.
Bloomreach is a digital experience platform (DXP) built for commerce companies. The company’s Customer Data & Experience Platform (CDXP) combines the capabilities of a customer data platform with artificial intelligence and marketing automation technologies to optimize conversion rates. With these tools, commerce companies can set up automated emails, text messaging, in-app messages, webhooks, retargeting, web push, and mobile push campaigns to help them stand apart from the crowd.
HubSpot offers various capabilities centered around marketing, sales, customer service, content management, and operations. The company’s automation tools and campaigns can help SMBs build follow-up campaigns, create complex and multi-stage journeys with multiple branching paths, envision workflows in real-time, and automate emails that carry customers further down the sales funnel. HubSpot’s marketing automation capabilities are available as part of its Professional package.
Keap is a provider of CRM and marketing automation solutions for small businesses. The company’s sales and marketing automation solutions can help SMBs convert more leads with personalized and automated follow-up messages, capture lead behavior, and increase engagement. Keap’s marketing automation capabilities can also integrate with third-party apps to help companies trigger additional sales opportunities.
SharpSpring’s sales and marketing automation platforms are best suited for SMBs, enterprises, and agencies. The platform uses behavioral-based tracking to help users understand the motivations behind customer behavior. This data can help SharpSpring customers build automation tasks, develop nurturing campaigns that respond to lead behavior, customize buyer personas on the fly, and expand workflows with branching logic that follows whatever path a buyer takes.
Sugar Market is an all-in-one marketing automation solution that offers companies a suite of tools curated to help them streamline campaign creation, improve conversation rates, understand engagement, and drive revenue. These tools include Ai-driven predictive lead scoring, social media management, multi-step nurture campaigns, email marketing, a BI-grade reporting module, drag-and-drop builders for landing pages, and more. Sugar Market can also integrate with other SugarCRM products like Sugar Sell and Sugar Serve.
Zoho Marketing Plus is designed to help companies of all sizes unify their marketing activities on a single platform. Its multi-channel marketing features include a marketing automation service developed to guide customers through unique engagement journeys. Users can create these personalized customer journeys with the platform’s built-in editor tool or by using one of the pre-built templates.
Read the full Constellation ShortList for B2B Marketing Automation for Small and Midsize Businesses.
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