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Best Marketing Automation Software in 2020

Finding the best Marketing Automation Software for your business is now faster and easier! Compare prices, reviews, features, and get free consultation to find the perfect software.

Table of Contents

What is Marketing Automation Software?

A business has an almost direct access to more customer information and consumers have multiple options for services or products, marketing strategies have turned tortuous. With the ultimate goal of revenue production, a steady stream of leads is crucial. Marketing automation system is a stately solution to this puzzle. It involves an array of platforms and technologies forged for marketing departments and organizations to productively market on numerous online channels such as websites, email, and social media and automate repetitive tasks.

Features of Marketing Automation Software

1) Scoring leads enable an organization to hunt down their best prospects. Reckoning profile attributes and behaviors require some extensive research and analysis, but always generate the best leads. Trigger alerts to sales teams and email campaigns to individuals as soon as they hit a standardized level of a lead score or simply identify ‘hot’, ’warm’ and ‘cold’ leads with the lead scores.

2) SEO and Keyword Analytics is another advantageous feature of marketing automation software that allows monitoring, tracking of the ranking of relevant keywords on major search engines like Google, Bing, and Yahoo and correlating and organization’s overall performance to its competitors.

3) Data Quality is an imperative foundation for successful marketing programs which involves deduplication(recognizing existing leads and contacts in the database to prevent duplicates from occurring and merging existing duplicates), refining(standardizing data like titles and company names) and appending(filling in missing or incomplete data). Marketing automation system provides this quintessential feature.

4) Progressive profiling is self-taught improvisations done by marketing automation tools where organizations learn new information on their leads with each form fill out on their website. With the new data, leads are hot-listed for improved targeted email campaigns.

5) Landing Forms and Pages are obvious links of lead generation. Custom landing pages that correspondent to the brand image can be constructed with marketing automation software without web development (HTML, CSS, PHP etc.) knowledge.

6) Lead Development and Maintenance is developing relationships with buyers at every stage of the sales funnel that encourages clients to proceed to the next stage of the buying cycle. It’s a herculean task that demands abundant content creation and time exhaustive researching of interaction between personas and a website. It can be immensely rewarding and help create further opportunities from a website and nurture existing leads until they are ready to engage with the sales team.

7) Hosting and Tracking Marketing Files can be effortlessly done by marketing automation solution by observing the finest resonating content with specific target audiences with an insight into link clicks, content views or files downloaded.

8) Dynamic content includes customized landing pages and emails for specific segments. Based on the requirement including location, industry, and job title and so on, text, images, and calls to action can be customized. With smartphones impacting businesses more than ever, the marketing automation system software can support mobile optimized emails and landing pages as well.

9) Social Marketing: has become a thing since the past few years due to incorporation of social profile data to enhance scoring and segmentation, scheduled automated social campaign posts from various accounts on a single or various social media platform or for social sharing and application tracking for insight into an organization’s content share and social conversion rates.

Points to ponder as a potential buyer of Marketing Automation Tools

All those features sound promising on the records, but finding the correct tools suited to the buyer is all that counts and the following points try to make this assessment job a bit simpler

  1. A labyrinth is as hard as it looks and so is the complexity of a product. Underestimating the time required to get it running and integrated with current technology might bore a wicked outcome. Learning curves might be a bit too steep, so opting for vendors who provide training services and support user community might be a good choice or a simple, clean tool should be used for ease of use and accessibility.
  2. Managing multiple tools from one dashboard is a fundamental time-saving feature for most organizations. Opt for those that integrate with existing programs like CRM, webinar and social media and can automate common functions to manage most important point marketing tools. Automatic prospect behavior and target message deployment is another consideration factor.
  3. The platform should be able to automatically create and maintain lists dynamically with a creation of list segments based on attributes like behavior. Sales should be proficient in entering and exiting prospects. Process recreation, implementation, and adaption are other key factors to consider.
  4. The greatest merit of marketing automation is automating programs that would be overpowering or vexatious. Drip marketing (Nurture Marketing being an example of the form) which sends a pre-written assortment of messages in a series applicable to a distinguishing behavior or status of the recipient might be contemplated.
  5. Marketing automation software that supports full integration with a webinar provider is admirable choices if webinars are to be used now or in the future.
  6. The ability of marketing automation to hammer on campaigns from concept to implementation is a decisive win. Analyzing anticipated response and scheduling hot leads to sales in real time will reinforce closing sales.

Marketing Automation Software Trends

Adoption and market growth of marketing automation system is growing rapidly with 49% of companies currently using marketing automation and more than half of B2B companies adopting the technology. Ascend 2 and Research Partners’ marketing technology strategy survey of 2014 shows 42% of companies using marketing automation. Industry adoption of marketing automation differs heavily; with technology and financial markets fine tuning their previous marketing automation investments while education, government, healthcare and utilities sharing a deep-rooted scepticism. While CRM holds the top position in this field, marketing automation lags behind at 5th position rising the ladder in a steady fashion.

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Frequently Asked Questions (FAQs)

  • As marketing automation software boasts multiple capabilities, you can eliminate the need to deploy specific software for each of your business operations. It blends the functionalities of email services, social media automation, workflow automation, customer relationship management (CRM), project management, and data visualization software into one. Thus, it can prove useful for you.
  • This software is majorly used by Marketing Director, CMO, Marketing Manager, Content Manager, Social Media Specialist, Email marketer, and Lead Generation Manager.
    • With a marketing automation solution, companies can
    • Create a more user-centric and well-informed content
    • Customize messaging without manual entry
    • Reduce staffing and labor expenses
    • Automate repetitive tasks
    • Analytics and reporting abilities
  • If you are a small business owner, you should be a multitasker. Deploying marketing automation solutions can help you automate many of your daily tasks and help you focus on crucial business operations. Thus, it would be worth investing in a good marketing automation system.
  • With marketing automation software, you can turn potential prospects into actual leads. Thus, it helps keep track of your prospects and approach them at the right time for an effective sales process. Besides, automating campaigns gives you the ability to reach your targets and hence, improves your marketing efforts. This implies that you can use marketing automation for sales as well as marketing.

Nidhi RaghuvanshiBy Nidhi Raghuvanshi | Last Updated: October 28, 2020

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