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Marketing Automation Software

Marketing Automation software enables organizations to automate their marketing functions including campaign creation, market segmentation and response analysis.

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1282 results

Powerful, easy to use marketing automation software that helps generate qualified leads and translate marketing spending into revenue. Learn more about Marketo Engage
Adobe Marketo Engage uses data and AI to automate marketing tasks and workflows, while tracking impact and reach. AI-assisted automations help you create in-depth profiles, and find and segment new prospects and audiences. Real-time “listening” triggers relevant content across web, mobile, and email marketing, as well as paid and social channels. Native integrations connect marketing automation with your most important tools, such as your CRM, to let your teams sync marketing and sales efforts. Learn more about Marketo Engage

Features

  • ROI Tracking
  • Segmentation
  • Drip Campaigns
  • Lead Management Software
  • Multi-Channel Marketing
  • A/B Testing
  • Sales Analytics
  • Social Marketing
  • Landing Pages/Web Forms
  • Multivariate Testing
  • Campaign Analytics
HubSpot Marketing Hub helps businesses generate leads and create better customer experiences. Learn more about HubSpot Marketing Hub
HubSpot offers a powerful suite of tools that help you turn visitors into leads. You'll get lead flows, forms, kickback emails, analytics, and more -- all designed to make it easy for you to efficiently grow your business. Capture leads, learn who they are and what they're interested in, and optimize your marketing based on data, not guesswork. Start growing your business today with HubSpot Marketing Hub. Learn more about HubSpot Marketing Hub

Features

  • ROI Tracking
  • Segmentation
  • Drip Campaigns
  • Lead Management Software
  • Multi-Channel Marketing
  • A/B Testing
  • Sales Analytics
  • Social Marketing
  • Landing Pages/Web Forms
  • Multivariate Testing
  • Campaign Analytics
Cloud-based email marketing for mid-size enterprises, agencies and high volume senders who have outgrown their current ESP. Learn more about Pinpointe
Pinpointe is an award-winning, easy-to-use, cloud-based email marketing platform that helps mid market Business-to-Business (B2B) marketers target, track analyze and stay in touch with customers through permission-based email. With up to 250 sub-accounts, award-winning campaign builder and high capacity, Pinpointe is purpose built for mid size companies, agencies, franchises & high volume senders, who have outgrown their current email marketing provider. Free 'Concierge' Onboarding! Learn more about Pinpointe

Features

  • ROI Tracking
  • Segmentation
  • Drip Campaigns
  • Lead Management Software
  • Multi-Channel Marketing
  • A/B Testing
  • Sales Analytics
  • Social Marketing
  • Landing Pages/Web Forms
  • Multivariate Testing
  • Campaign Analytics
ByRATINGS is a predictive marketing software that helps companies optimize marketing strategies by predicting customer behavior. Learn more about ByRatings
ByRATINGS is a predictive marketing software that uses machine learning and deep learning algorithms to help organizations forecast customer behavior. It enables businesses to optimize acquisition, engagement, conversion, and retention strategies. ByRATINGS incorporates predictive analytics throughout the sales funnel and helps optimize marketing KPIs and sales ROI. The software provides a predictive dashboard for real-time analysis of customer profiles, sources, products, and financial KPIs. Learn more about ByRatings

Features

  • ROI Tracking
  • Segmentation
  • Drip Campaigns
  • Lead Management Software
  • Multi-Channel Marketing
  • A/B Testing
  • Sales Analytics
  • Social Marketing
  • Landing Pages/Web Forms
  • Multivariate Testing
  • Campaign Analytics
Gold-Vision provides fully customisable CRM and digital marketing solutions for businesses looking to improve their efficiencies. Learn more about Gold-Vision CRM
Gold-Vision CRM is a fully customisable and affordable system that supports your business needs. Our system lets you manage customer data, integrate with business tools, and manage teams - all in one place, wherever you are, on any device. Gold-Vision CRM streamlines your processes and boosts team efficiency, optimising the opportunity to increase revenue. The Gold-Vision product line also includes our brand-new product, Gold-Vision Marketing. Gold-Vision Marketing is an all-in-one digital marketing platform which is fully integrated with our CRM. Marketing gives users the ability to create and run campaigns, all whilst data is being fed back into CRM to aid the sales process – making sales and marketing alignment easier than ever. With dedicated in-house software authors and support teams, we believe there is no one better to provide you with a great CRM and marketing solutions. From SME’s to larger organisations, Gold-Vision CRM and Marketing is designed to grow with you. Learn more about Gold-Vision CRM

Features

  • ROI Tracking
  • Segmentation
  • Drip Campaigns
  • Lead Management Software
  • Multi-Channel Marketing
  • A/B Testing
  • Sales Analytics
  • Social Marketing
  • Landing Pages/Web Forms
  • Multivariate Testing
  • Campaign Analytics
GotPhoto optimizes workflows for school & sports photographers via advanced online sales, CRM, capture management & marketing tools Learn more about GotPhoto
GotPhoto simplifies volume photography business management, offering an all-in-one solution that streamlines workflow, enhances customer experience, and boosts sales. This comprehensive platform is designed specifically for professional photographers and photography studios that focus on school, senior, sports, dance, professional headshots, event photography, and more. With GotPhoto, photographers can effortlessly manage photo editing, online sales, client galleries, QR tagging, and marketing communications, all while providing a seamless, secure, and personalized buying experience for their clients. Learn more about GotPhoto

Features

  • ROI Tracking
  • Segmentation
  • Drip Campaigns
  • Lead Management Software
  • Multi-Channel Marketing
  • A/B Testing
  • Sales Analytics
  • Social Marketing
  • Landing Pages/Web Forms
  • Multivariate Testing
  • Campaign Analytics
The emfluence Marketing Platform is so intuitive, you'll swear it was built just for you. Great support & flexibility, built by users. Learn more about emfluence Marketing Platform
With support request times that are 5x faster than industry average and the ability to build new features and functionality to meet the needs of our marketers, we're one of the only marketing automation platforms that can truly say we're building this software for you. Featuring automated, transactional, and manual emails, landing pages, surveys, social posting, website tracking, image libraries, and more for B2B, B2C or agency programs. Learn more about emfluence Marketing Platform

Features

  • ROI Tracking
  • Segmentation
  • Drip Campaigns
  • Lead Management Software
  • Multi-Channel Marketing
  • A/B Testing
  • Sales Analytics
  • Social Marketing
  • Landing Pages/Web Forms
  • Multivariate Testing
  • Campaign Analytics
Cloud-based demand-side platform that lets users handle audience targeting, manage campaigns, measure performance, and more. Learn more about ASTRAD DSP
Advanced cloud-based demand-side platform designed to empower users in effectively managing various aspects of their advertising strategy. This platform not only facilitates precise audience targeting but also provides comprehensive tools for campaign management, performance measurement, and more. With its innovative features and scalability, users can seamlessly navigate through the intricacies of digital advertising, ensuring a holistic approach to optimizing their online presence. Learn more about ASTRAD DSP

Features

  • ROI Tracking
  • Segmentation
  • Drip Campaigns
  • Lead Management Software
  • Multi-Channel Marketing
  • A/B Testing
  • Sales Analytics
  • Social Marketing
  • Landing Pages/Web Forms
  • Multivariate Testing
  • Campaign Analytics
Zoho CRM empowers organizations with a complete customer relationship lifecycle management solution. Learn more about Zoho CRM
Zoho CRM can support your marketing teams to efficiently run campaigns and pass on quality leads. Get the best ROI from every campaign you create. Generate new leads, execute targeted email marketing campaigns, and compare ad spending to sales revenue with the Google Ads integration. Learn more about Zoho CRM

Features

  • ROI Tracking
  • Segmentation
  • Drip Campaigns
  • Lead Management Software
  • Multi-Channel Marketing
  • A/B Testing
  • Sales Analytics
  • Social Marketing
  • Landing Pages/Web Forms
  • Multivariate Testing
  • Campaign Analytics
OneSignal is a customer engagement solution offering email, mobile & web push notifications, in-app messaging, and SMS. Learn more about OneSignal
OneSignal is the most widely used customer engagement platform, enabling you to increase retention and revenue through lightning-fast, personalized messaging, no matter the size of your company. OneSignal supports email, push notifications, in-app messaging, SMS, Apple's Live Activities, and other channels via Webhooks, allowing you to engage your customers via their preferred channels. OneSignal’s Journeys features allows you to automate messaging flows incorporating multiple channels based on user behaviors, preferences, and more. The platform has a quick setup time that requires minimal developer time, and empowers marketers and product teams to send messages with developer support. In addition to offering integrations, OneSignal also features an open API to allow greater flexibility. Learn more about OneSignal

Features

  • ROI Tracking
  • Segmentation
  • Drip Campaigns
  • Lead Management Software
  • Multi-Channel Marketing
  • A/B Testing
  • Sales Analytics
  • Social Marketing
  • Landing Pages/Web Forms
  • Multivariate Testing
  • Campaign Analytics
This affordable software combines email marketing, workflow automation, and other digital tools for the everyday marketer. Learn more about Mirabel's Marketing Manager
Mirabel's Marketing Manager is a full-scale CRM and marketing automation software with reporting and analytics, competitor analysis, email marketing (with email address verification and list segmentation), workflow automation, landing pages, and forms. This new software also has website visitor tracking to identify anonymous website visitors and append demographic and contact data to leads. With the new Website Tags tool, users can even collect first-party data. Learn more about Mirabel's Marketing Manager

Features

  • ROI Tracking
  • Segmentation
  • Drip Campaigns
  • Lead Management Software
  • Multi-Channel Marketing
  • A/B Testing
  • Sales Analytics
  • Social Marketing
  • Landing Pages/Web Forms
  • Multivariate Testing
  • Campaign Analytics
MarketDirect Cross Media is an intuitive, powerful multi-channel customer communication and marketing campaign solution. Learn more about MarketDirect Cross Media
Today lead generation and customer prospecting require focused and targeted marketing messages. Delivering integrated campaigns that combine Direct Mail, Landing Pages, Social Media, Email and Mobile messaging has traditionally been complex and expensive but MarketDirect changes that. With powerful template driven marketing campaigns you can get a campaign up and running quickly without any programming experience! Learn more about MarketDirect Cross Media

Features

  • ROI Tracking
  • Segmentation
  • Drip Campaigns
  • Lead Management Software
  • Multi-Channel Marketing
  • A/B Testing
  • Sales Analytics
  • Social Marketing
  • Landing Pages/Web Forms
  • Multivariate Testing
  • Campaign Analytics
Iterable is an AI-powered cross-channel communication platform that helps brands deliver joyful experiences to their customers. Learn more about Iterable
Iterable is an AI-powered cross-channel communication platform that helps brands deliver joyful experiences with marketing automation at scale. With Iterable, marketers can create, optimize, and measure every interaction taking place throughout the customer journey. Leading brands like Redfin, DoorDash, Fender, Calm, and Asana choose Iterable to build customer-centric experiences at scale by delivering the right content to the right audience at the right time. Learn more about Iterable

Features

  • ROI Tracking
  • Segmentation
  • Drip Campaigns
  • Lead Management Software
  • Multi-Channel Marketing
  • A/B Testing
  • Sales Analytics
  • Social Marketing
  • Landing Pages/Web Forms
  • Multivariate Testing
  • Campaign Analytics
DevHub: The only location-focused digital marketing platform that activates a brand's presence through localized experiences. Learn more about DevHub
DevHub is the only location-focused digital marketing platform that activates a brand's presence through localized experiences. Our award winning enterprise platforms are easy to use and configured specifically for your brand’s unique needs: Websites, Store locators, Landing Pages, Appointments, Listings, DevHub’s tech solutions support your brand’s digital needs, globally and locally. Learn more about DevHub

Features

  • ROI Tracking
  • Segmentation
  • Drip Campaigns
  • Lead Management Software
  • Multi-Channel Marketing
  • A/B Testing
  • Sales Analytics
  • Social Marketing
  • Landing Pages/Web Forms
  • Multivariate Testing
  • Campaign Analytics
Customer.io is a customer engagement platform for creating data-driven campaigns that reach people across all messaging channels. Learn more about Customer.io
Customers are bombarded with messages every day, and most go ignored. Customer.io is a customer engagement platform designed for tech-savvy organizations to create personalized customer journeys that engage, convert, and scale. Fueled by first-party data, teams can manage and tailor their customer messages across all channels, including email, in-app, push, SMS, and webhooks – all within one intuitive platform. Today, 7500+ brands trust their messaging needs with Customer.io. Customer.io’s suite of products includes Journeys, a messaging automation tool, Data Pipelines, a customer data platform; and Parcel, a code editor designed for email. Founded in 2012, Customer.io is a globally distributed, remote-first company named one of the fastest-growing private companies on the 2023 Inc. 5000 list. Learn more about Customer.io

Features

  • ROI Tracking
  • Segmentation
  • Drip Campaigns
  • Lead Management Software
  • Multi-Channel Marketing
  • A/B Testing
  • Sales Analytics
  • Social Marketing
  • Landing Pages/Web Forms
  • Multivariate Testing
  • Campaign Analytics
Use Channable to automate your feed- based online marketing. Create mighty feeds and manage campaigns based on your inventory. Learn more about Channable
Feed management with Channable is the best way to organize, optimize, and control your product data to prep it for 2500 online marketplaces, affiliate networks, and price comparison sites. Managing this process from one dashboard simplifies and speeds up your online advertising. With Channable's PPC tool you can even go one step further and manage you Google Shopping - and Search campaigns (Google & Bing). Use your daily updated data feed to create campaign structure and ad content. Learn more about Channable

Features

  • ROI Tracking
  • Segmentation
  • Drip Campaigns
  • Lead Management Software
  • Multi-Channel Marketing
  • A/B Testing
  • Sales Analytics
  • Social Marketing
  • Landing Pages/Web Forms
  • Multivariate Testing
  • Campaign Analytics
Marketing automation solution that assists businesses of all sizes with message scheduling, auto-responders and more. Learn more about SlickText
SlickText offers a feature-rich marketing automation platform that is unlike any others in the industry: it's refreshingly easy to use and simple to scale. The intuitive software is combined with a customer service team that is ready to serve. They take a unique hands-on approach to onboarding that gives their users personalized, step-by-step support through the strategy development setup processes. Learn more about SlickText

Features

  • ROI Tracking
  • Segmentation
  • Drip Campaigns
  • Lead Management Software
  • Multi-Channel Marketing
  • A/B Testing
  • Sales Analytics
  • Social Marketing
  • Landing Pages/Web Forms
  • Multivariate Testing
  • Campaign Analytics
Automate marketing campaigns and lead management workflows with no-code and maximum degree of freedom. Learn more about Creatio CRM
Marketing Creatio is a ready-to-use platform to automate marketing campaigns, streamline lead-to-revenue and enhance lead management workflows with no-code and maximum degree of freedom. It enables users to design, run and analyze the most personalized multichannel marketing campaigns, manage digital ads, events, track website behavior and do much more. Best fit for medium and large-size businesses, it is designed to boost your team productivity and performance, enhance audience segmentation and close leads smarter with AI & ML tools. Learn more about Creatio CRM

Features

  • ROI Tracking
  • Segmentation
  • Drip Campaigns
  • Lead Management Software
  • Multi-Channel Marketing
  • A/B Testing
  • Sales Analytics
  • Social Marketing
  • Landing Pages/Web Forms
  • Multivariate Testing
  • Campaign Analytics
Our suite of tools is easy to set up, easier to use and delivers the power to increase sales or donations in less time. Learn more about Constant Contact
Collect leads, stay connected, and keep customers. It’s automatic. Marketing Automation isn’t just for big companies. Our powerful, yet simple Advanced Automation tools can help your organization develop more efficient and strategic email marketing, so you can save time while growing your business. Send a single welcome email or a custom automated email series that nurtures leads. Learn more about Constant Contact

Features

  • ROI Tracking
  • Segmentation
  • Drip Campaigns
  • Lead Management Software
  • Multi-Channel Marketing
  • A/B Testing
  • Sales Analytics
  • Social Marketing
  • Landing Pages/Web Forms
  • Multivariate Testing
  • Campaign Analytics
Mailchimp is the #1 email marketing and automations brand that recommends ways to get more opens, clicks, and sales.
Mailchimp is the #1 Email Marketing and Automations brand for growing businesses. We empower businesses around the world to launch, build, and grow their businesses with world-class marketing technology, award-winning customer support, inspiring content & our data-driven recommendations Over 12 Million businesses including TEDTalks, Shutterstock, Boston Market, Nikon India trust Mailchimp to turn their emails into revenue, grow their audience, & create effective multichannel marketing campaigns Learn more about Mailchimp

Features

  • ROI Tracking
  • Segmentation
  • Drip Campaigns
  • Lead Management Software
  • Multi-Channel Marketing
  • A/B Testing
  • Sales Analytics
  • Social Marketing
  • Landing Pages/Web Forms
  • Multivariate Testing
  • Campaign Analytics
With 15+ years in the agile space, Jira offers teams the top tools and best practices to provide the right foundation for growth.
Jira is the #1 software development tool used by agile teams. Teams of 2 to 20,000 rely on Jira to manage every stage of their workflow, from planning to shipping and releasing. With native roadmaps, teams can ladder up their work to track the big picture. Jira's no-code automation engine allows teams to save time and increase power by automating any task or process with a few clicks. And with a free edition, teams up to ten users can leverage all the power of Jira at no cost, forever. Learn more about Jira

Features

  • ROI Tracking
  • Segmentation
  • Drip Campaigns
  • Lead Management Software
  • Multi-Channel Marketing
  • A/B Testing
  • Sales Analytics
  • Social Marketing
  • Landing Pages/Web Forms
  • Multivariate Testing
  • Campaign Analytics
Wrike is a powerful marketing automation platform with dynamic request forms, automated workflows, and real-time reports.
Wrike is a powerful marketing automation platform for cross-functional teams. With Wrike’s smart features, marketers can make their processes up to 40% more efficient, enabling them to save time and organize campaigns quickly. Add order to chaotic workloads with dynamic request forms that auto-assign tasks to the right people. Create automated workflows tailored to your marketing team’s style. Schedule campaign reports to be automatically delivered to your inbox. Work smarter, not harder. Learn more about Wrike

Features

  • ROI Tracking
  • Segmentation
  • Drip Campaigns
  • Lead Management Software
  • Multi-Channel Marketing
  • A/B Testing
  • Sales Analytics
  • Social Marketing
  • Landing Pages/Web Forms
  • Multivariate Testing
  • Campaign Analytics
We help small teams power big businesses with the must-have platform for intelligent marketing automation.
ActiveCampaign helps small teams power big businesses with the must-have platform for intelligent marketing automation. Customers from over 170 countries depend on ActiveCampaign’s mix of pre-built automations and integrations (including Facebook, Google, WordPress, Salesforce, Shopify, and Square) to power personalized marketing, transactional emails, and one-to-one CRM interactions throughout the customer lifecycle. Learn more and start your free trial at ActiveCampaign.com. Learn more about ActiveCampaign

Features

  • ROI Tracking
  • Segmentation
  • Drip Campaigns
  • Lead Management Software
  • Multi-Channel Marketing
  • A/B Testing
  • Sales Analytics
  • Social Marketing
  • Landing Pages/Web Forms
  • Multivariate Testing
  • Campaign Analytics
Semrush is a leading online visibility management software-as-a-service platform.
With over 55 products, tools and add-ons across online visibility management, including tools for search, content, social media and market research, data for more than 142 countries, seamless integration with Google and task management platforms, Semrush is a critical solution for all companies who are serious about online presence. Semrush in numbers: over 800 million unique domains monitored for 142 geo databases; over 43 trillion backlinks; 21 billion keywords; over 10 million users. Learn more about Semrush

Features

  • ROI Tracking
  • Segmentation
  • Drip Campaigns
  • Lead Management Software
  • Multi-Channel Marketing
  • A/B Testing
  • Sales Analytics
  • Social Marketing
  • Landing Pages/Web Forms
  • Multivariate Testing
  • Campaign Analytics
Advanced email marketing tools that are easy to use so you can grow your business using newsletters, websites and more.
Grow your business with MailerLite’s fast and scalable email marketing platform. Create professional newsletters, landing pages & websites using our drag & drop editor (with AI generator) or with pre-designed templates. And manage campaigns on-the-go in the iOS app. Nurture relationships with advanced features like pop-ups, multi-trigger automations, embedded surveys, Facebook custom audiences and auto resend campaigns. Measure performance with detailed reporting inside your dashboard. Learn more about MailerLite

Features

  • ROI Tracking
  • Segmentation
  • Drip Campaigns
  • Lead Management Software
  • Multi-Channel Marketing
  • A/B Testing
  • Sales Analytics
  • Social Marketing
  • Landing Pages/Web Forms
  • Multivariate Testing
  • Campaign Analytics

Marketing Automation Software Buyers Guide

Introduction

Marketing automation software is a type of marketing software, which has been designed to allow businesses and marketing professionals across Canada to manage and automate key aspects of their marketing campaigns. Some of the most common and significant areas that are covered by software of this type include marketing campaign design, campaign creation, content publication, lead management, market segmentation, campaign tracking, and marketing analytics.

As the name indicates, the automation component of these applications is critical, and the software is typically able to perform predictable, repetitive, or clearly defined actions automatically, always at the ideal time. This allows marketers to spend less time focusing on small details within a marketing campaign, freeing up time that can be better spent elsewhere.

The best marketing automation tools in Canada will accommodate a variety of different marketing types, including email marketing, display advertising, social media marketing, and content marketing. Not only can the software be used to speed up marketing processes, but it can also enhance the quality of marketing campaigns by targeting content where it will be most effective. Alerting stakeholders to campaigns that are performing well—and performing poorly—allows for more timely intervention and better overall business outcomes.

Aside from the core function of automating aspects of marketing campaigns, these Canadian marketing automation tools can also be used to oversee marketing campaigns more generally, to improve personalization, and to nurture leads throughout the entire customer journey. The comprehensive range of features ensures marketing automation software can be compared, integrated, or otherwise associated with lead management software, campaign management software, email marketing software, and a variety of similar applications and online services.

The precise features that are included in different marketing automation platforms or software solutions can vary significantly, and the specific features on offer are likely to be a key factor in any purchasing decision. Nevertheless, there are also some core features, which can help to define the entire software category, which can be expected to be found in almost all solutions on the market. With this in mind, when using marketing automation software for your Canadian business, expect to have the ability to carry out the following tasks, activities, or processes:

  • Design a marketing campaign, create marketing actions, and continually track reach
  • Sort leads and other contacts into different categories or segments, based on their attributes
  • Track conversion rates, financial results, and other key performance indicators
  • Manage and coordinate marketing campaigns across multiple different channels

What is marketing automation software?

Marketing automation software enables Canadian marketing professionals and the businesses they work for to oversee or manage their marketing campaigns and automate key elements, with a view to making those campaigns more effective and more efficient. In order to accurately answer the question of what marketing automation software is, it makes sense to first ask, 'what is marketing automation?' In simple terms, this describes the various processes that exist, which allow businesses and marketers to streamline their processes and carry out repetitive and predictable tasks automatically in order to save time and perform actions at the most opportune moment.

Among the tasks that can usually be carried out using software of this kind are campaign design, content publication, campaign tracking, market segmentation, lead management or nurturing, and analytics or performance tracking. Indeed, the comprehensive nature of many marketing automation packages means they can often be described more generally as marketing software solutions. However, as the name indicates, automation features are one of the most defining elements, and these tools can help businesses get to grips with how marketing automation works.

While convenience and efficiency are some of the key reasons why marketers and businesses adopt software of this kind, these packages also can bring together a number of functions that may otherwise be carried out separately, which could lead to unnecessary compatibility issues. Therefore, marketing automation can help reduce friction within marketing departments, resulting in greater overall productivity levels.

What are the benefits of marketing automation software?

The benefits of marketing automation software are primarily centred around its ability to carry out core marketing functions automatically, either without human intervention or with only a limited amount of human intervention. With that said, it is important to be specific about some of the advantages or benefits of using the software and precisely how investment in an application of this kind can improve the quality of a marketing strategy. Some of the most common and most significant benefits of using marketing automation software solutions allow users to:

  • Streamline a marketing strategy: a major benefit linked to the use of marketing automation software is the ability to oversee different marketing campaigns and the marketing strategy as a whole. This can include everything from social media marketing to the use of landing pages within content marketing, all the way through to search engine marketing. Streamlining a number of complex and distinct marketing processes in this way can make it much easier to see how things are progressing and what needs to change.
  • Monitor performance in real-time: aside from gaining a general sense of the way marketing campaigns are progressing, most marketing automation software will allow the tangible measurement and monitoring of performance. This includes tracking key performance indicators for each individual component of a marketing strategy so that users can see how it is performing now, how it has performed in the past, and whether the campaign is on an upwards or downwards trajectory. From there, it becomes easier to gain a clear sense of how well a marketing budget is being spent. Many solutions also allow for performance reports to be produced automatically.
  • Greater efficiency and effectiveness: one of the most important concepts when evaluating the benefits of marketing automation software is the idea of efficiency. Automation, by its very nature, is intended to make processes happen faster and without unnecessary manual actions being performed, and the ability to bring all marketing campaigns into a single place can also greatly improve efficiency by removing the need to move between applications. Additionally, marketing automation software can make campaigns more effective by alerting users to campaigns that are not performing well or by improving the speed at which actions are performed.
  • Optimize marketing resources: the opportunity for predictable or repetitive tasks to be carried out automatically and accurately, with minimal need for any input from human marketing professions, means that marketing automation software has the ability to optimize the use of marketing resources within an organization. If the most simple, basic, or easily anticipated tasks are not being performed by a human user, those human users are then free to perform more complex, unpredictable, and sophisticated marketing activities instead. Automation also has the potential to allow businesses to reduce costs by operating with a smaller team of marketing professionals.
  • Enable swift adjustments: another major benefit associated with marketing automation software is the ability to make adjustments to a marketing campaign and have those changes immediately enacted. This means that campaigns can be tracked, and any necessary changes can be made swiftly, resulting in less wasted expenditure on failing campaigns. In many cases, rules for when changes should be made can be outlined, meaning that those changes will occur automatically as soon as the right conditions exist. As a consequence, any alterations to a marketing strategy can be made at the best time possible, even if no staff member is available.
  • Allow campaigns to be scaled: finally, a key aspect of marketing that is sometimes overlooked is the importance of being able to adjust the scale of a campaign. On a basic level, this could mean spending more money in order to increase the reach of a campaign. Alternatively, it could mean reducing the scale of a campaign and reducing associated expenditure at the same time. However, a variety of other changes can be made to the scale of a campaign, such as increasing the focus on a specific target demographic or reducing expenditure on a particular platform that is not generating the right results. At key times of the year, an inability to upscale a marketing campaign could lead to missed sales opportunities, while at other times, it may be best to reduce the scale and save money. Marketing automation software will typically allow adjustments to be made to the scale of a single campaign, or of multiple campaigns, all from one place. Moreover, this will usually be a quick and simple process too.

What are the features of marketing automation software?

The features of marketing automation software are based on using data, artificial intelligence, and other technology to make as many marketing tasks or actions as possible occur automatically, without the need for human intervention. Although the precise range of features included within programs of this kind can have significant variance, there are a number of core features present in most options on the market, which help to actually define this software category. Find out more about some of the main marketing automation features below:

  • Campaign management: design, create, and continually manage marketing campaigns in order to generate the best results. With many applications, it is possible to build a full sequence of marketing actions, which can then be carried out automatically, all with a view to reaching specific objectives. Multiple campaigns can be viewed and managed from one place, and progress can be tracked throughout, enabling a clear sense of what performance looks like, which campaigns are strong, which campaigns are struggling, and when a campaign may need to end.
  • Marketing automation: create automated marketing processes so that many of the more repetitive, mundane, or time-consuming tasks associated with marketing campaigns can instead be carried out automatically by the software. In many ways, the value of marketing automation comes from the ability to save marketers time in these areas so that more of their energy can be geared towards areas that require the human touch. The best marketing software solutions will offer automation options for everything from mailing list creation to upselling and cross-selling while also providing manual intervention options if and when necessary.
  • Multi-channel marketing: oversee marketing campaigns across all of the different channels used, all from one place. This may include everything from display advertising and email marketing through to content marketing, social media marketing and search engine marketing. In many cases, it is not only possible to automate functions for each of these marketing channels, but also to make changes that then automatically apply across all of the applicable channels at once. Ultimately, this ability to run and control multi-channel marketing campaigns will help to maximize reach and optimize overall return on investment (ROI).
  • Lead management: store contact details and other information about leads, and then manage interactions with them over time. The best solutions will allow the automation of certain aspects of communication with sales leads, and this can be tailored to different types of leads and the stage of the customer journey they are at. Within this, there may also be segmentation options, allowing the grouping of different types of leads together. As a Capterra blog post explains, this is vital for understanding the needs and behaviours of an audience. From there, it becomes easier to target each of these categories with different marketing messages, based on what is most likely to appeal to them and the channels they are most likely to use.
  • Social marketing: manage almost all aspects of social media marketing strategy, including the chosen target audience, expenditure, and the platforms selected to focus on. One of the big plus points of social marketing is the ability to target users based on their interests, online activity, and the demographics they fall within. High-quality software solutions will offer specific features for different platforms, including Facebook, Instagram, and Twitter.
  • Analytics/ROI tracking: monitor the performance of marketing campaigns, view in-depth analytics information, select the key performance indicators that matter most based on specific objectives, and track the return on investment being achieved for each campaign. The ability to see the performance of marketing campaigns in real-time allows timely decisions to be made and a much better sense of which campaigns are working, which ones are falling short, and why. This then allows trends to be identified and adjustments to be made, including the pausing or cancellation of unsuccessful campaigns and increased investment in successful ones.

With the Capterra software directory for marketing automation software, it becomes easier to narrow down the available options based on the features they offer. As a result of this functionality, a search can begin by focusing only on the software solutions that include the specific features that matter most to a business.

What should be considered when purchasing marketing automation software?

When purchasing marketing automation software, there are many important things that need to be considered in order to find the ideal solution. This is a critical concept to explore because the best solution for one Canadian business may not be the best option for another. A good way to explore the most crucial considerations is to ask the following questions about the options in order to clarify the ideal solution:

  • What is the total cost of software ownership? How much a software package costs is always going to be an essential thing to consider, but it is better to contemplate the total cost of ownership rather than the simple cost of making a purchase or subscribing to a service. When thinking about this, consider upfront costs, setup costs, and continuous costs, or costs that may manifest over the longer term. Are there likely to be extensive costs involved with training employees to use the software? Will there need to be an investment in additional data storage? What are the costs associated with accessing support or upgrading the software when new versions are released? Answering these questions can help to make a more informed decision.
  • Is on-premises or cloud deployment better? The two main deployment options for marketing automation platforms are on-premises solutions or cloud-based solutions, and making a decision on which is most appropriate can help to narrow down the available solutions on the market. Capterra defines cloud-based software as software that is owned, delivered, and managed remotely by a service provider or by multiple providers. This model can be ideal for minimizing on-site hardware requirements and providing remote access. Typically, all that is required to make use of cloud-based options is a compatible internet-enabled device and an internet connection, and this also makes the deployment method ideal for remote and mobile work. The subscription model also helps to make costs predictable. However, on-premises solutions offer full ownership and avoid continuous subscription fees.
  • What features are included in marketing automation software? Although the core features of marketing automation software solutions tend to be similar, at least in terms of what they are intended to do, the supplementary features can vary quite drastically. It is important to think carefully about what features are essential and which can be done without. Remember, seeking the best solution for an organization may not necessarily be the same as the best all-round solution on the market. Some packages will include features that are not needed, while others may give extra attention to the areas that matter most.
  • Does the software cater for mobile and voice-based marketing? Content marketing options form a vital part of the best online marketing software solutions, but it is important that content marketing efforts are not simply focused on desktop users because this cuts out a significant chunk of the potential audience. With this in mind, it is worth considering whether or not different options on the market include tools for mobile optimization and optimization for voice search. If landing pages and other content can be optimized for users who are on smartphones, tablets, or using voice assistants, there is a better chance of reaching all of the people the company needs to connect to, and more likelihood of achieving the desired marketing outcomes.
  • Will software automation comply with legislation? Without the right level of care, online marketing can become intrusive for audiences, and legislation has been created in different parts of the world to curb this. Therefore, look to find a software solution that operates in compliance with legislation, especially in areas like email marketing spam. In terms of compliance and best practices, email marketing should never contain misleading subject lines, and opt-out links should be provided. It is also important that businesses include contact details, such as their physical address and a contact email address. Compliance is especially important with any software that is designed to facilitate automation because this could otherwise result in the extensive use of marketing materials that do not comply with rules and laws, and these materials may be sent without your knowledge.

The most relevant trends can be another important consideration when conducting a marketing automation solutions comparison. It is important to consider wider technology and software trends too, but with a view to how they impact marketing automation tools and whether or not the trend is relevant for the organization and its marketing strategy. Some of the most significant trends are outlined in more detail below:

  • Artificial intelligence for automation: Automation relies on the use of artificial intelligence (AI) because software solutions need to know the conditions that indicate that action is required. However, as the quality of AI technology improves, so do outcomes. One trend that is especially significant with regards to the use of AI within marketing automation software is its ability to deliver a greater degree of personalization. Using data gathered from leads or customers, it is possible to target them in specific ways, using precise messages that reach them in the spaces they are most likely to respond to. All in all, this means the right software, powered by AI, can improve the quality of marketing campaigns and adapt as new data is available.
  • Conversational user interfaces: The concept of conversational user interfaces was identified several years ago by Capterra as one of the most important technology trends for small businesses to get to grips with. This refers to user interfaces that respond to voice commands from the user, allowing for voice control. The benefits include increased ease of use and greater accessibility, especially for users with disabilities, who may find it difficult to operate some applications. While it remains an optional feature at the moment, a growing number of marketing automation solutions include conversational user interfaces, and this is likely to be a continuous trend in the years ahead, so it is worth thinking about whether to adopt a solution that includes this functionality today.
  • Growth of cloud-based solutions: A general software trend that has emerged over recent years has been the growth of cloud-based, Software as a Service (SaaS) solutions. It is sensible to pay particular attention to the benefits linked to this trend, as the cloud-based approach allows costs to be more predictable. It also keeps data secure, eliminates the concept of having a single point of failure within the IT infrastructure, and allows access to the software from anywhere in the world. While cloud-based software will not suit all needs, it does offer some significant advantages. It may be the ideal approach for marketing software, where many users may require access to the information contained within while working from different locations.
  • Demand for remote access: Regardless of the chosen deployment option, most businesses now understand the importance of offering remote access to work tools, and marketing automation software is no different. Whether a company has consciously adopted a remote working or hybrid working model, or whether circumstances force a company to allow employees to work from home, it is advantageous to be able to respond to the growth in demand for remote accessibility. Look for software solutions that make this a possibility and consider the features that are available for controlling access and altering permissions as circumstances and needs shift.

Sources

The features highlighted were identified based on their relevance and the percentage of products in Capterra's directory that offer them. The following sources were used for this document:

  1. What are the benefits of market segmentation for companies? - Capterra Blog (Date accessed: Saturday, October 2, 2021)
  2. On-premise vs cloud: which option is better for your company? - Capterra Blog (Date accessed: Saturday, October 2, 2021)
  3. Top 5 Tech Trends for Small Businesses - Capterra Blog (Date accessed: Sunday, October 3, 2021)