Recommendations: Sorts listings by the number of recommendations our advisors have made over the past 30 days. Our advisors assess buyers’ needs for free and only recommend products that meet buyers’ needs. Vendors pay Software Advice for these referrals. Reviews: Sorts listings by the number of user reviews we have published, greatest to least. Sponsored: Sorts listings by software vendors running active bidding campaigns, from the highest to lowest bid. Vendors who have paid for placement have a ‘Visit Website’ button, whereas unpaid vendors have a ‘Learn More’ button. Avg Rating: Sorts listings by overall star rating based on user reviews, highest to lowest. A to Z: Sorts listings by product name from A to Z.
Create, send and measure bulk emails sent to your contacts. In addition to core email marketing and communication features our software includes automated CASL compliance, advanced data security, highly customizable subscription m...Read more
Jumplead is a cloud-based marketing automation solution that assists marketers in email marketing, creating landing pages, contact management and lead management. This solution is suited for small and midsize businesses (SMBs).
Oktopost enables B2B marketing teams to amplify their brand on social media and measure the real impact of social on the business. Oktopost's social media management, social listening, and employee advocacy solutions are built for...Read more
Creatopy is an intuitive visual production platform, delivering a well-crafted creative experience for communicators and teams.
Featuring advanced automation and customization capabilities, along with an ever-growing library ...Read more
Blitz is a cloud-based customer relationship management (CRM) solution that caters to small and midsize businesses and helps them to manage their interactions with existing and potential customers. It can be tailored to suit busin...Read more
Offering a complete online solution for business collaboration and customer relationship management, PlanPlus Online combines personal productivity with company productivity to increase communication and productivity....Read more
Hatchbuck is an all-in-one sales and marketing software for small to midsize companies; it combines email marketing, CRM and marketing automation. Sales and marketing teams can effortlessly manage contacts and email campaigns. ...Read more
Keap (formerly Infusionsoft) is a cloud-based sales and marketing solution that offers customer relationship management (CRM), marketing automation, and e-commerce functionalities in one suite. Keap helps small businesses across v...Read more
An industry contender since 1998, LeadMaster is an extremely comprehensive, fluid sales lead management software, offering an arsenal of web-based solutions for sales force automation, lead tracking, and more....Read more
For mid-size and large companies in the Banking, Insurance, and Software industries, OptifiNow provides a Sales Management, Marketing Automation, and CRM system that provides a host of features, including reporting capabilities....Read more
Whether you’re a mid-market company looking for an on-demand CRM application or a large enterprise that needs a robust, end-to-end client management solution, SAP can meet the unique technology needs of your company. ...Read more
Workbooks is a fully integrated Customer Relationship Management system specializing in Sales and Marketing Automation, as well as Customer Service and Support, ensuring that all customer engagement can be stored in one space....Read more
Act-On is a complete CRM solution that incorporates marketing integration with online social media monitoring and analytics, as well as comprehensive webinar and event planning to boost online participation and customer loyalty....Read more
Experiture is an integrated hybrid marketing automation and customer engagement solution that caters to small and midsize businesses across various industry verticals and helps them to create and manage marketing programs across e...Read more
SharpSpring, a Constant Contact company, is a revenue growth marketing platform that helps small businesses generate leads, improve conversions to sales, and drive higher returns on marketing investment. Our innovative platform, o...Read more
JumpDEMAND's ActiveDEMAND is a cloud-based integrated marketing program designed and built for marketing agencies to help their clients create and manage leads throughout their sales pipeline....Read more
Net-Results is a cloud-based marketing automation solution for small, midsize and large businesses. Primary features include lead management, lead scoring, marketing list management, email builder, social media management, insight...Read more
Business-to-business (B2B) sales simplified with Pardot’s solution. Lead scoring and email marketing tools help generate, nurture and manage prospective clients until they’re ready for the sales team to close the deal....Read more
HubSpot is a leading growth platform. Over 52,000 total customers in more than 100 countries use HubSpot’s award-winning software, services, and support to transform the way they attract, engage, and delight customers. Marketing H...Read more
The marketing technology landscape is growing and diversifying. As more consumers go online to look for information and research products, more marketers are focusing on digital strategies. Over the years, new categories of marketing software have emerged to support this shift.
Today, there are a plethora of software options to help marketers manage and optimize digital campaigns. In fact, some experts estimate the greater marketing technology landscape now has close to 2,000 vendors across nearly 50 categories. If you’re new to marketing software, this breadth of options can feel daunting.
This guide will help you understand your many options and make an informed purchase decision. Here’s what we’ll cover:
In general, marketing software helps organizations perform the following functions:
Attract new customers and visitors
Turn customers into leads that can be nurtured through the sales funnel
Deliver marketing and promotional materials (e.g., via email marketing, social media, etc.)
Surface insights about customers to improve marketing efforts
Automate time-consuming, repetitive manual tasks
Reporting dashboard screenshot in Pardot
While some products are sold as “best-of-breed” systems (i.e., they offer a single marketing application), others are sold as “marketing clouds” or “integrated suites” (they house multiple marketing applications all in one place).
Whether a business should choose a suite or a best-of-breed solution depends on the range of functionality needed. Marketing suites are generally more expensive, but allow users to do more without having to integrate products from multiple vendors.
Best-of-breed solutions tend to be more affordable, and are best for companies that want to focus more heavily on specific applications—or that want to build their own suite of marketing tools.
A Comparison of Top Marketing Solutions
There are many popular marketing solutions on the market, and it can be hard to know what distinguishes one product from another and which is right for you. To help you better understand how the top marketing systems stack up against one another, we created a series of side-by-side product comparison pages that break down the details of what each solution offers in terms of pricing, applications, ease of use, support and more:
Helps manage the distribution of content across the Web. Creates, deploys, manages and stores content on Web pages.
Helps businesses generate traffic by providing information or advice to improve marketing content so it’s optimized for search engines.
What Type of Buyer Are You?
Before making a purchase, companies should evaluate their marketing strategies to determine how to choose software that supports overall business objectives.
Outbound marketing is when a marketer contacts prospects, hoping for engagement. Tactics can include advertising on search engines, paying website publishers to post your ads or sending emails to lists of leads. Businesses that primarily want to reach out to customers in these ways should look for applications that offer email and/or mobile marketing functionality. Most marketing automation platforms include outbound email marketing capabilities. You could also consider lead generation and lead management solutions.
Inbound marketing gets buyers to find you. This is done by providing interesting, helpful content on websites, blogs or social media that engages buyers. Businesses using inbound marketing tactics should look for software that helps optimize marketing content for Web search (so that buyers can easily find it) and provides lead nurturing functionality—for example, inbound marketing automation, content marketing or search marketing applications.
Social media marketing.
If you use (or plan to use) social media channels to connect with customers, consider applications that monitor social media conversations, track the results of social media marketing activities and allow you to measure the results of these campaigns. While social media marketing functionality is sometimes included in marketing automation platforms, many vendors also offer this as a best-of-breed solution.
Planning and measurement focus.
Marketers that want to measure the ROI of marketing projects should look for software that provides detailed analytics. While this functionality is often included in other types of marketing software, you may want to consider the in-depth reporting tools offered by best-of-breed marketing analytics and social media analytics software. Additionally, businesses that need help planning and executing marketing campaigns can consider marketing resource management software.
It's important to note that marketing functionality can also be incorporated into suites outside of the typical marketing software industry. For example, leading event management software often includes some element of marketing, such as tools for creating customizable websites, email marketing and push messaging campaigns. These are described in more detail here.
To further narrow things down, here are two key factors to keep in mind as you evaluate marketing products:
Prioritize the applications you use most often
Avoid purchasing systems with bells and whistles that don’t support your business processes. However, do consider any applications, features and functionality that you will need in the future, even if you’re not quite ready to use them today.
Make sure your new system supports necessary integrations.
When comparing options, you’ll want to know whether—and how well—a given marketing system will synchronize with your existing data and tools. For example, you may want to consider marketing software that offers native CRM integration. If you plan to access the system while on the go (via mobile phones or tablets), consider a system with a native mobile app. If you’re building your own marketing technology stack, be sure to check that the systems you combine will work together seamlessly. You may also want to look for vendors that offer integration support and services.