The editors at Solutions Review have compiled a list of the marketing automation platforms in 2021 that companies of all sizes and industries should keep an eye on.
The editors at Solutions Review continually research the most prominent and influential marketing automation software vendors to assist buyers in searching for the tools befitting their organization’s needs. Choosing the right vendor and solution can be a complicated process, though, as it requires constant market research and often comes down to more than technical capabilities. To help you keep a finger on the pulse of the industry, we’ve listed the vendors to know in the marketing automation and technology space.
Note: Companies are listed in alphabetical order.
The Marketing Automation Platforms in 2021 to Know About
Act-On Software provides marketing solutions that help marketers engage leads at each stage of the customer lifecycle. The company’s marketing automation solutions provide users with actionable customer data, drive brand awareness, convert leads, deliver polished customer experiences, grow their business, and generate higher customer lifetime values with an accelerated time to value. Act-On Software specializes in the banking, financial advisory, manufacturing, insurance, and technology industries.
Acoustic’s Marketing Cloud platform provides companies with the tools and insights they need to create personalized campaigns across digital channels backed up by AI-powered marketing automation technology. Acoustic debuted in 2019 after Centerbridge Partners acquired IBM’s various marketing and commerce software offerings and now provides companies across industries with content management functionalities, an analytics toolset, customer behavior analysis tools, and personalized campaigns.
With Adobe Campaign, companies can use customer data to create, deliver, and manage B2B cross-channel marketing campaigns. The software includes features like 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.
Autopilot’s marketing platform is equipped with tools to help companies create branded pop-ups, organize customer data, set up campaigns, branded email templates, revenue metrics, and more. With Autopilot’s marketing automation capabilities, users can dive into customer demographics and lifecycles and create automated messages personalized for each of them.
ClickDimension offers a suite of multichannel marketing solutions developed to work natively with Microsoft Dynamics tools. The platform’s marketing automation services include tools for email marketing, campaign automation, web intelligence, web forms, surveys, landing pages, social media, and other applications to help attract, close, and retain customers. Alongside its automation solutions, ClickDimensions also includes an enterprise-grade marketing intelligence suite to help collect and assess data across sales, marketing, and customer service.
The dotdigital marketing platform provides multichannel capabilities capable of harnessing analytics and using them to send automated messages to the right audiences, at the right time, and over the right channels. Companies will have access to data like customer identification and tracking alongside lead scoring tools that users can customize to prioritize data sets like purchase history, clicks, page views, email opens, and more.
Higher Logic’s Engagement Platform is designed to improve company collaboration and allows valuable marketing insights to be shared and utilized by employees across departments. These collaborative tools are further enhanced by Higher Logic’s marketing automation toolset, which makes it easier for users to track and report on every action that occurs in member communications channels.
HubSpot offers various capabilities centered around marketing, sales, customer service, content management, and operations. The company is one of the leading CRM platforms on the market, as its suite of accessible services can be easily customized to a company’s needs. HubSpot’s marketing automation capabilities are available as part of its Professional package. They will help companies envision workflows in real-time, build follow-up campaigns, create complex and multi-stage journeys with multiple branching paths, and automate emails to help carry customers further down the sales funnel.
Insightly offers CRM and marketing automation platforms for advertising, manufacturing, professional services, technology, education, retail, and construction industries. The company’s unified CRM and automation platforms are equipped with various features to help users attract and engage with their ideal customers. Services offered include customer journey management, drag-and-drop email creation, lead routing, workflow automation, targeted segmentation, advanced analytics, reporting tools, embedded forms, landing pages, and more.
Iterable is a cross-channel marketing platform emphasizing unified customer experiences and optimized, measurable customer interactions. The platform helps marketers create, optimize, and measure customer interactions and feedback and use that data to improve customer relationships. Other features include multichannel marketing, customer engagement, mobile marketing, email marketing, direct mail marketing, and personalized marketing. It maintains an approachable user interface while pairing a simple drag-and-drop dashboard with an analytical marketing approach.
Lead Liaison offers cloud-based marketing and sales automation solutions to help businesses of various sizes and industries generate and nurture sales-ready leads. The company’s Lead Management Automation (LMA) platform includes a suite of integrated marketing tools for lead capture, content creation, social media engagement, and more. These tools can also streamline the creation of online and offline omnichannel marketing campaigns by automatically targeting prospects based on their engagement, social info, and demographics.
LeadSquared brings end-to-end marketing automation software to education, retail, financial, automotive, healthcare, and real estate companies. The company’s software captures lead and activity data across channels and uses it to generate targeted and automated customer engagements. 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. LeadSquared also integrations with popular CRMs like Salesforce and Microsoft Dynamics.
Adobe Marketo Engage is a marketing automation software that leverages behavioral data, built-in intelligence, and complex journey flows to help companies identify, engage, and accelerate their best customer’s buying journey. With its Experience Automation capabilities, customers can use Marketo Engage to build and scale automated marketing campaigns, measure success rates, identify the most promising prospects, and more. Users can also integrate the platform with Adobe Experience Cloud and access additional features like AI-driven analytics and content optimization.
Maropost’s multichannel marketing automation software uses advanced reporting, email automation, segmentation, social media management tools, and mobile marketing to help its users improve customer engagement and acquisition. Users can create and automate workflows on every channel and lifecycle stage from a simple dashboard, use event-driven workflows to nurture visitors on a path that reflects their behavior, all while using the Maropost dashboard to maintain a unified view of customer data. This creates deep segmentation functionality based on both manual and automatic data.
The Omnisend platform is designed to meet a company’s e-commerce, email marketing, SMS, and automation needs. Companies that use Iterable’s centralized marketing platform can generate multichannel automation workflows, send personalized messages to customers, take advantage of over 50 integrations, and create a brand that speaks to their target audience.
Oracle offers various cloud marketing products, including Bronto, Eloqua, and Responsys, with each option bringing its own strengths and customization opportunities. For example, Eloqua is best suited for B2B companies looking for a marketing automation platform that can help them create closed-loop marketing and sales activities and manage cross-channel campaigns capable of nurturing leads throughout the buying process. Oracle’s other marketing automation features include advanced lead scoring, campaign design, integrated sales tools, and real-time firmographic data.
OutboundEngine’s “all in one” marketing software is designed to help SMBs in financial services, automotive, real estate, mortgage, travel, home service, travel, and other industries discover new opportunities in their existing network. For example, the platform’s data collection capabilities will identify the most engaged customers and automatically create targeted email and social campaigns to reach those customers on the right platform and at the right time.
Pardot is Salesforce’s B2B marketing automation solution that integrates directly with Salesforce’s CRM platform. This means Pardot users can harness all of the data in their Salesforce CRM and use it to align sales and marketing efforts, generate leads, and keep them engaged throughout the marketing and sales funnels. Since Pardot’s focus is exclusively on B2B, it helps users prioritize valuable leads through scoring and grading. It captures prospect activity and provides real-time alerts telling salespeople when to contact leads.
SAS’s marketing solutions are fueled by analytics and AI capabilities that can help companies turn data into actionable insights. The company’s marketing automation software can be used to create customized marketing campaigns, assess a customer’s potential profitability, and transform data into predictive, customer-focused insights. Specific features include intuitive navigation tools, embedded data management, advanced segmentation tools, A/B testing capabilities, and more.
Selligent’s Marketing Cloud platform is an integrated and AI-powered omnichannel marketing automation platform for B2C marketers looking to improve their customer interactions with personalized, data-driven customer experiences. Selligent’s tools for AI and machine learning, cross-channel personalization, behavioral retargeting, reporting, data management, and more. The platform is also natively built and extensible, which means it can integrate with any other marketing solution you have in your stack.
SharpSpring’s sales and marketing automation platforms are best suited for SMBs, enterprises, and agencies. The platform uses a behavioral-based tracking tool to help users understand the motivations behind every interaction and can be used in all of its marketing automation services. For example, users can SharpSpring to build automation tasks, expand workflows with branching logic that follows whatever path a buyer takes, set up nurturing campaigns that respond to lead behavior, and customize buyer personas on the fly to improve segmentation.
Upland’s Adestra software is an email marketing automation solution providing marketers with the insight they need to test and develop new customer pathways and campaigns. Adestra is geared toward retail, restaurant, nonprofit, finance, and media companies looking to engage with their audiences in a meaningful, cost-effective way. For example, users can use Adestra to personalize emails with behavioral and demographic data, optimize emails with A/B testing, and uncover valuable insights with click-to-conversion tracking, click quality mitigation, and cart abandonment data.
VBOUT is a multichannel marketing automation solution optimized for SaaS, enterprise, education, e-commerce, and small businesses. The company’s automation services include pre-built automation templates, drag-and-drop workflow development, flexible branching, cross-channel automation, built-in email tools, SMS messaging, third-party integrations, and more. Besides its marketing automation capabilities, VBOUT’s platform also offers lead management, email marketing, landing page development, analytics, and social media management.
Zaius, which Optimziely recently acquired, is an Activated Customer Data Platform designed to help growing companies track customer interactions, compile data, and use it to boost customer lifetime values (CLTV). Features include customer segmentation, omnichannel personalization, marketing analytics, customer lifecycle automation, marketing attribution, automated lifecycle campaigns, a growing list of integration partners, and more.
Zeta’s marketing platform combines first-party data, customer intent data, and results-driven AI technologies to help companies create omnichannel experiences that improve customer acquisitions and retention. The Zeta platform includes features for customer data management, audience creation, segmentation, identity management, engagement scoring, omnichannel engagement tools, real-time customer visualizations, data insights, and more. Zeta is best suited for retail, travel, media, financial services, telecom, and healthcare spaces.