Shorten sales cycles with quicker response times.Boost brand and messaging consistency across campaigns and channels via templates and standards.Improve close rates with timely and relevant engagement.Reduce time spent administering marketing programs and completing tasks.Measure campaigns to optimize, justify, and prioritize initiatives.Key Benefits of Marketing Automation Software While the actual function of email marketing can be automated, the content of the email must be updated with current offerings, company updates, or other relevant information. Workflows must be manually updated so the marketing material remains relevant and engaging for customers. With this in mind, marketing automation software is not a one-off function that can be automated for years on end. The workflow can then be shaped around any marketing task, whether that is social media management, lead acquisition, or A/B testing. Each step in the workflow is prompted automatically by a previous step, so no one has to do each step manually. Once that welcome email is triggered, product announcement emails are sent, then sale announcement emails, and so on. An example of this would be when a new customer creates an account on your website, which triggers a welcome email to be sent out to them. A workflow serves as the path that triggers one marketing task after another. The automation of these tasks is made possible by creating an automation workflow. Marketing automation software allows companies to optimize their marketing strategy by automating marketing tasks such as email marketing, social media posts, and lead generation. To qualify for inclusion in the Marketing Automation category, a product must: While marketing automation tools do include email marketing features, products in G2's Marketing Automation category are excluded from the Email Marketing software category, which houses tools that only address automation in the email channel. Marketing automation products often integrate with CRM software, social media management software, CMS tools, and account-based orchestration platforms. These features measure the impact of campaigns on marketing team KPIs and campaign ROI, as well as the impact of campaigns on company revenue. These platforms provide automation features across multiple aspects of marketing including email, social media, lead generation, direct mail, digital advertising, and more.Ī key component of marketing automation tools is the provision of analytics features to determine the success of an entire campaign across segments and channels. These tools provide a central marketing database for all marketing information and interactions, helping marketers create segmented, personalized, and timely marketing experiences for customers or prospects.

Marketing automation software automates marketing actions or tasks, streamlines marketing workflows, and measures the outcomes of marketing campaigns.

Marketing software categories