A THOROUGH AND DISSECTED ANALYSIS TO SELECTING THE RIGHT MARKETING AUTOMATION PLATFORM - MarTech Cube
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BUYER’S GUIDE
A THOROUGH AND DISSECTED
ANALYSIS TO SELECTING THE RIGHT
MARKETING AUTOMATION PLATFORM
A guide to choosing the right automation platform
in today’s advanced marketing arena
Insights
https://www.martechcube.com/ for
Modern Marketers
MARTECHCUBE
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Note from the Editor
Content is the mode with which we need to be extremely strategic and effective during the Buyer’s journey as this
is the only direct touch point that your buyer has with you initially.
As a marketer it gets really difficult to balance everything. This is where our Buyer’s Guide comes into the picture.
You have to think about mul�ple things right from hi�ng We have tried to synthesise and break down the
on the right audience to successfully delivering the selec�on approach to the most significant segments and
campaigns to being in line with all the marke�ng trends. aspects that crosses through the buyer’s mind while
With all this in the plate a good marke�ng automa�on considering buying/replacing a marke�ng
pla�orm is the need of the hour. automa�on so�ware.
Marke�ng automa�on is an extremely powerful and Our main aim while wri�ng this Buyer’s guide is not to
defining aspect of marke�ng these days. However, In order just find the right marke�ng automa�on pla�orm but to
for marke�ng automa�on to work effec�vely it is necessary find the right marke�ng automa�on pla�orm you.
to choose the right vendor for your business as per your
specs, generalisa�on, analysis and insights. Research says
that the marke�ng automa�on pla�orms brings about 82%
of success to the marke�ng campaigns. Have you ever
wondered where the remaining 18 % goes ?
It washes away in the inherent chaos of choosing an inap-
CHANDRIMA SAMANTA
propriate marke�ng automa�on vendor. We know that the EDITOR-IN-CHIEF, MARTECH CUBE
search for a marke�ng automa�on vendor can be over-
whelming to a greater extent.
https://www.linkedin.com/in/chandrima-samanta-33700011a/
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Table of Contents
Part 1: INTRODUCTION TO MARKETING AUTOMATION
WHAT IS MARKETING AUTOMATION?
WHAT DOES MARKETING AUTOMATION DO
FUNCTIONALITY ANALYSIS
NEED OF MARKETING AUTOMATION :-
Part 2:
DECODING THROUGH THE CUSTOMER’S PERSPECTIVE
HOW MARKETING AUTOMATION AMPLIFIES THE CUSTOMER JOURNEY
MARKETING AUTOMATION BEST PRACTICES
WHEN TO IMPLEMENT MARKETING AUTOMATION SOFTWARE
Part 3: IMPLEMENTATION AND NEED :-
AN OVERVIEW CHECKLIST
FINDING THE PERFECT MARKETING AUTOMATION SOFTWARE:
TOP CONSIDERATIONS IN THE LEAGUE
BEING BUYER’S PERSONAL COMPATIBLE
DETAILED MAPPING OF BUYER’S JOURNEY
FILTER YOUR CONTENT
ANALYTICS IS THE KEY
REGULAR COMMUNICATION WITH SALES AND SUPPORT
Part 4: QUESTIONS FOR CONSIDERATION :-
FOR SELECTING A NEW MARKETING AUTOMATION
PLATFORM
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Part 5: MTC TOP SELECTS :-
10 MARKETING AUTOMATION VENDOR PROFILES
TOPPING THE CHARTS
Part 6: MTC PREFERS (Company size wise segrega�on)
MTC PREFERS - TOP 5 Vendors (Small size)
MTC PREFERS - TOP 5 Vendors (mid size)
MTC PREFERS - TOP 5 Vendors (Enterprise size)
Part 7: MTC HONORS
HONORABLE MENTIONS - As per Ease of Usage
HONORABLE MENTIONS - As per pricing
Part 8: MTC PATHBREAKERS
Based on all round capability in all the discussed and listed features.
Part 9: ABOUT MARTECH CUBE
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Insights for
Part 1: Introduc�on to MARTECHCUBE
Modern Marketers
Marke�ng automa�on
The following module of three slides discusses the basics of marke�ng
automa�on consis�ng of an overview and significance from customer point of view
The how of it :
Marke�ng automa�on brings the
What is marke�ng and sales channels much closer as it:
Marke�ng Automa�on 06 Reduces human error input
Marke�ng automa�on is the technology
which manages mul�ple marke�ng processes
along with mul�-func�onal campaign needs
irrespec�ve of singular or mul�ple channels 05 Increases revenue
automa�cally.
04 Gives employees space
to tackle complex problems
Outline:
Lead nurturing
Lead genera�on Lead scoring
03 Automating the sales funnel
02 Maximizes efficiency
Marketing automation helps with
01 Automating the online marketing This sums up to ease in measuring the ROI on campaigns.
Marke�ng automa�on systems which are in sync with
campaigns
your organiza�on not only helps it to grow in size
and complexity but also enhances the scalability of your business.
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What does
marke�ng automa�on do?
Let us start by discussing the most basic aspect of marke�ng automa�on’s func�onality. Any form of automa�on is brought into
picture in order to simplify complex and repe��ve processes. In case of marke�ng automa�on it is noted to be performing the most
complex tasks of adjoining modern marke�ng prac�ces along with sales roles and responsibili�es.
Expanse of marke�ng automa�on:
Design the right content for you
Automa�cally iden�fies your Trigger automated ac�ons to
target audience systema�c bo�lenecks.
Implement a digital marke�ng strategy Design content as per customer
without any manual labour interests and behaviour
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Func�onality Analysis
Judging the func�onality of a marke�ng automa�on process is a trick as the process differs according
to the needs of the company. However, below described is a general percep�on of a marke�ng automa�on
tool as per its mass usage and efficiency func�onality. It gives a 360 degree view of each and every customer.
Study the data given Target processes
Start
01 02 03
Streamline segmenta�on
Select the 04
right audience
Prolifera�ng messages
across channels
07 06 05
Delivering personalised Customise interac�on with
messaging to customers customers as per profile
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MARTECHCUBE
Part 2: Need of Marke�ng Automa�on
Decoding the need of marke�ng automa�on through the customer’s perspec�ve.
A detailed go-through on the factors that needs to be checked on the buyer’s end
to ease out the buying process for them.
How marke�ng automa�on
lets you amplify the customer journey
Marke�ng automa�on makes per�nent content along with messaging at scale across numerous channels
Be it:
Produce Digital adver�sements
that show up for the opportune
individual at the perfect �me.
Crea�ng extensive personalisa�on
than the generic changes.
Incorporate mobile messaging with
Sending email messages Automa�c sugges�ons for users
your email campaigns through
with dynamic content as per their niche interests.
SMS/MMS, pop-up messages etc.
Marke�ng automa�on can help you to reach customers at every point in their customer cycle - right from acquisi�on to advocacy.
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MARTECHCUBEWhat are some
marke�ng automa�on best prac�ces?
Here are some best prac�ces to keep in mind when designing your marke�ng automa�on strategy:
02 04 06
Collaborate across touchpoint Prepare in-depth database Dig into every relevant set
teams to get their inputs segmenta�on analysis report. of insights on your way to use
before star�ng out. automa�on to its op�mum capacity.
01 03 05
Jus�fy the investment in Build an effec�ve content library
a marke�ng automa�on pla�orm Make efficient and effec�ve that effec�vely collaborates with
by se�ng real targets. process visualiza�ons all the stages of the customer lifecycle.
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MARTECHCUBEWhen to implement
marke�ng automa�on so�ware
Scalability Visibility
Dearth of resources is a real Marke�ng automa�on helps in
crunch, at such a �me ge�ng improving visibility and transparency
maximum output from efficient among your clients as they can
resources is the aim. Marke�ng easily login to common pla�orms
automa�on helps by thriving to see their progress.
scalability and efficiency
Recover lost �me
Customer acquisi�on spree 01 08 Marke�ng automa�on is a boon
If forecas�ng and pertaining for solving the problem of �me
analysis is your need of the hour
then go for marke�ng automa�on 02 07 constraint. It automates a lot of
significant processes that would
as it helps in aggrega�ng sales and have otherwise taken a lot of �me.
marke�ng ac�vi�es.
Sales and Marke�ng Centric
03 06 A�ract talent
If you want to build a product with Marke�ng automa�on acts as a
minimum viability and want to 04 05 magnet for a�rac�ng a smarter
proliferate it to the maximum workforce through your compe�-
expanse of relevancy �ve and smart process handling.
Measure Efforts Efficient customer care
If measuring your ac�ve campaigns If you you are in dearth of
is the prime deal for you then customer care then marke�ng
marke�ng automa�on is your go-to. automa�on is the correct answer
It gives a holis�c scenario of your for you both in terms of saving �me
campaigns along with measuring and saving costs implemen�ng
their insights client communica�on plans.
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MARTECHCUBEInsights for
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Modern Marketers
An Overview ChecklistFinding the perfect Marke�ng automa�on so�ware:
Top Considera�ons in the league
The cost of the pla�orm may appear to be a conspicuous inquiry to pose, however it's a significant one. What's
more, how you answer it is considered significant. At �mes, Pla�orms may have hidden costs associated with
Costs them. In a perfect world, you need a stage that doesn't have any of these concealed expenses, in spite of the
fact that in the event that you do pick a stage that may force addi�onal charges, it's important that you're
mindful of those expenses and what triggers them forthrightly.
Some marke�ng automa�on pla�orms may impose boundaries on what number of messages you can send or
clients you can have in the framework. They may also charge addi�onal expenses for going over those cutoff
points. Like the cost thought, you in a perfect world need a stage that offers limitless sends and users with the Limits
goal that it can scale as per your team.
The degree of help your marke�ng automa�on pla�orm offers is significant, par�cularly with regards to
Support inves�ga�ng and troubleshoo�ng issues in an opportune manner. Accordingly, you should search for a vendor
whose package offers phone support so you can without much of a stretch interface with their
Op�ons specialists should you have to analyze and take care of an issue rapidly or even simply affirm the most
ideal approach to accomplish something in the framework.
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MARTECHCUBESystem accessibility and availability are cri�cal to guaranteeing you'll approach when you need it and that
everything will work true to form. Make certain to audit every vendor's promise to accessibility (which ought to
Availability be illuminated in their Service Level Agreement). It likewise pays to take a gander at authen�c historical
informa�on to see whether vendors met (or even surpassed) their responsibili�es previously and to figure out
how they took care of any down�me that occurred.
Your marke�ng automa�on pla�orm shouldn't work in a void. Hence, it's cri�cal to consider every pla�orm
integrates. The main thing here is the local CRM integra�on alterna�ves, as incorpora�ng your marke�ng
automa�on pla�orm with your CRM framework is a flat out must. Past that, you ought to likewise access
what other coordina�on openings are accessible. As a part of these assessments, consider what integra�on
Integra�ons
openings exist, addi�onally also consider what those integra�ons may look like.
A great deal goes into a marke�ng automa�on program, and all things considered, you need to ensure that
Broader your founda�on has the more extensive abili�es you'll require as your program develops and matures in the
nature of its growth and complexity. Top things to consider are analy�cs and tracking, landing pages,
Capabili�es campaigns, webinars along with data management to name a few. Obviously, addi�onal integra�on
possibili�es can likewise help expand the usefulness of the pla�orm.
At last, inves�gate what organiza�ons that are u�lizing the pla�orm need to state about both the
innova�on and the help offered by the vendors. Take the industry reviews into serious considera�on. Past Customer
checking on tributes, it pays to talk straigh�orwardly to accomplices or individuals you meet at occasions to Feedback
adapt significantly about their supposi�on.
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MARTECHCUBEBeing Buyer’s Persona compa�ble
The prime mo�ve of using and buying a marke�ng automa�on tool is to a�ract buyers. Even if
we go down the layman’s road we know understanding buyer’s persona and being compa�ble with
them is the most essen�al and primary aspect of considera�on while buying a marke�ng automa�on tool.
ALIGNMENT KNOWLEDGE RESEARCH OF ANALYSIS
APPLICATION
Align your marke�ng Delivering relevant content is Relevant research gives significant
Analysing a customer's point
automa�on output to be in possible only when you know for insights about your customer
of view about your product
sync with the buyer’s sure who your ideal customer is behaviour. You can start the
can help you know what kind
journey research at your base, from the
of marke�ng automa�on tool
sales and marke�ng teams with
will you be looking for.
the level of engagement
01 02 03 04
Mode of applica�on Mode of applica�on Mode of applica�on Mode of applica�on
Facebook and twi�er analy�cs helps a Google analy�cs helps in providing who Customer service calls and raised queries Consider conduc�ng customer interviews
great deal with demographic informa�on visits your website and their level of along with previous marke�ng campaigns and prospec�ve buyers interview to help
and staying relevant engagement with your site along with the tell a great deal about the problems faced you gain addi�onal insights.
related keywords. by your customer.
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MARTECHCUBEDETAILED MAPPING OF
BUYER’S JOURNEY
Make it easy for your poten�al
buyers to reach you.
Create mul�ple pathways for
your buyers to progress. This
also helps in ge�ng mul�ple
buyers through a single stroke.
Be crea�ve with your
outreach pathways
Be significant with the
informa�on that you
need to provide
Choose the right medium and
format to reach your buyer In order to ensure that your marke�ng efforts have a
wise outcome, it becomes absolutely necessary that
your marke�ng strategy is in complete sync with
each and every aspect of the customer’s journey.
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MARTECHCUBEFILTER YOUR CONTENT 01
Content is the mode with which we need to be extremely Create a compe�tor
strategic and effec�ve during the Buyer’s journey as this content analysis report
is the only direct touch point that your buyer has with you ini�ally.
02
Create a thorough
content audit
Retrieve relevant conversion 03
metrics and categorize content
Bridge the “Gap” aspects of your
content for it to be more buyer compa�ble
04
Deploy your new content strategy and
create audits at regular intervals to be upbeat
with your buyers and their needs. 05
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MARTECHCUBEANALYTICS IS THE KEY
A detailed understanding of your analy�cs is the key to map out your company’s marke�ng plan
alongside the marke�ng automa�on pla�orm that you are planning on sending.
Decision stage
Make a thorough analysis of the cost per
acquisi�ons to explore your financial aspects and
diagnose any collec�ve problems by considering
the metrics above as well.
ge
Co
sta
ns
ide
ess
Track the number of visitors
ra�
ren
that arrive on your site and Monitor the click-through
rates and the type of
on s
the respec�ve sources from
Awa
which they arrive from. interac�on post the CTRs.
tage
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MARTECHCUBEREGULAR COMMUNICATION
WITH SALES AND SUPPORT
Sales and customer support have a direct line to customer intelligence, hence it is
extremely essen�al to have regular communica�on with them regarding the customer progress.
01 Spend significant �me with your sales personnel
in order to further refine your buyer’s profile.
Prevent overlap on sales communica�on by
02 encouraging a dialogue with the sales and
marke�ng teams
03 Find out where sales is in need of help
Get in touch with the customer support team
04 to check in repe��ve product concerns
Sieve through unique customer objec�ons to
05 your product in order to go all out on customer
sa�sfac�on.
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MARTECHCUBEInsights for
Part 4 : QUESTIONS FOR CONSIDERATION :- MARTECHCUBE
Modern Marketers
FOR SELECTING A NEW MARKETING
AUTOMATION PLATFORM
Marke�ng automa�on vendors differ on a vast frequency, hence it is extremely important to
ask yourself some per�nent ques�ons before diving into the vast market. The upcoming slide
decodes some of the most prevalent ques�ons that must be considered before going ahead
with a buying decision.Ques�ons for considera�on
For selec�ng a new marke�ng automa�on pla�orm
Ques�on
Are you paying for marke�ng automa�on
Ques�on features that you have hardly ever used?
How much �me can your marke�ng
team save with the help of the marke�ng Ques�on
automa�on tool that you are choosing?
Does your team complain frequently
about your marke�ng automa�on
pla�orm?
Ques�on
Can your marke�ng team successfully
deliver the campaign within the s�pulated
�me without any technical support? Ques�on
Does your exis�ng MA pla�orm
require mul�ple domains to
Ques�on facilitate and host client assets?
Does your marke�ng team have a green
�ck in all the dedicated quality metrics?
Ques�on
Ques�on How much �me is spent by the marke�ng
opera�ons team on your exis�ng
Do you experience data related delays between
automa�on pla�orm if you have any?
your marke�ng team and your current marke�ng pla�orm?
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MARTECHCUBEInsights for
Part 5 : MTC TOP SELECTS MARTECHCUBE
Modern Marketers
These 10 profiles are selected as per several factors in considera�on which prove to be poignant
for a Buyer across several stages of a Buyer’s Journey. These 10 profiles are further segregated
as per their highlights and fit for the buyer as per the company size.
(Note: The vendors are not in an ascending/descending order. These are the generalised marke�ng automa�on leaders as per our research. The data
and conclusions depicted here are researched and sourced from individual reviews as well as review sites. These may however differ as per the changing
dynamics of the product as well as change in the ra�ngs and reviews of the product. Martech Cube does not hold any responsibility for the same)MTC SCORE BOARD
Company
Name
WebSite
www.ac�vecampaign.com
P ri ci n g
I n t e g r a ti o n
Founded In
9.2/10 9.8/10
2003 U s a b ili t y
9.5/10
Pricing
Starts from US$ 9 per month
I like the User Experience the best. From the start, it
Core Competencies was intuitive for a non-technical user. We were
using SharpSpring before and could never really get
the hang of it. Even our SharpSpring specialist was
A�rac�ve pricing having trouble getting certain features to work.
With ActiveCampaign, features worked and
everything was straightforward to set-up. The user
Phenomenal Customer support interface is great too.
- Christopher Clark
Frequent and dynamic updates CEO & Co-Founder at Land Elevated
Source: g2.com
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MARTECHCUBEMTC SCORE BOARD
Company Name
WebSite
www.klaviyo.com
P ri ci n g
I n t e g r a ti o n
Founded In
2012 9.5/10 U s a b ili t y
9.1/10
9.3/10
Pricing
Free upto 250 contacts and 500 mails,
US$ 30 per 1000 mails
Klaviyo likes us very much because of the power with
which he increases our presence on the internet,
opening up great access to well-known sites, as in
Core Competencies the case of Facebook. We like that it can be integrat-
ed into the index exchange platform, and also work
with MSN and outbrain. Klaviyo brings integrated
All feature inclusive pricing range many functions to customize the retargeting on
mobile devices, and to be able to track the conver-
sion of our traffic on the web
Ease of integra�on
- Stephanie Stahl
General Manager at
Content Marketing Institute
Efficient audience segmenta�on
Source: g2.com
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MARTECHCUBEMTC SCORE BOARD
Company Name
WebSite
www.engagebay.com
P ri ci n g
I n t e g r a ti o n
Founded In 9.8/10
9.6/10 U s a b ili t y
2017
9.1/10
Pricing
Starts at US$ 8.99 per month
It has all the feature I need to do the campaign I
designed. It has email automation, Landing pages
Core Competencies that I can customize on a code level. It has Inline
and pop-up forms. I can manage my social media
and so many more. What I like above all is the fact
Detailed customer interac�on analysis that I can talk to the team if there are certain
features that can be added in the system. As long
as it is feasible, they welcome it.
Great for small business and startups
- Alvin Balubar
Digital Sales Specialist, Wi Pro Solution
Compe��ve pricing
Source: g2.com
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MARTECHCUBEMTC SCORE BOARD
Company Name
WebSite
www.exponea.com
P ri ci n g
I n t e g r a ti o n
Founded In NA
2015 8.9/10 U s a b ili t y
9.2/10
Pricing
(varies as per specs)
We like the scope of Exponea's capabilities. We can
create the scenarios we need and target the right
Core Competencies audiences easily. The user interface is nice to work
with, and looks clean. We're also happy with the
quality and quantity of product documentation,
Easy to use GUI which makes it easier to use the platform. And Expo-
nea Academy has been very helpful for getting us up
to speed with Exponea quickly. Last but definitely not
Top Notch customer support least, we're very happy with the Exponea team –
they're very friendly and always willing to help.
Speedy Interface - Aurel O
IT Lead
Source: g2.com
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MARTECHCUBEMTC SCORE BOARD
Company
Name
WebSite
www.marketo.com
P ri ci n g
I n t e g r a ti o n
Founded In
2006 9.1/10
U s a b ili t y
NA
9.3/10
Pricing
Depends on the no of contacts
Marketo's integration with Salesforce is second to
none. Being able to see near real-time updates in
Core Competencies Salesforce guarantees accurate data as well an
supports transparency to build trust. Marketo has
also enabled functionality such as cloning and
Dis�nc�ve usage guidelines tokens that allows marketers to scale the setup of
of their marketing programs and assets very
easily. They also have an incredible partner
Streamlined marke�ng solu�ons network that supports a highly integrated market-
ing tech stack.
- Lauren A
Great documenta�on along with an
Senior Consultant, Marketing and Advertising
extremely ac�ve user community
Source: g2.com
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MARTECHCUBEMTC SCORE BOARD
Company
Name
WebSite
www.hubspot.com
P ri ci n g
Founded In I n t e g r a ti o n
2005 9.3/10 U s a b ili t y
9.1/10
9.6/10
Pricing
US$ 35 per month - starter plan -
Marke�ng hub
Core Competencies
HubSpot allows me to manage all our digital
marketing elements from our website to automat-
Covers sales, marke�ng and support ed emails to CRM and social. It includes so many
func�ons under one roof helpful and intuitive tools like the analytics and
reporting tab which make reporting back on
Precision repor�ng campaigns a breeze.
Common dashboard for dynamic tracking - Simon H
Marketing Director
CRM & Marketing Automation Solution Architect
Source: g2.com
Source: g2.com
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Modern Marketers
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MARTECHCUBEMTC SCORE BOARD
Company
Name
WebSite
www.pardot.com
P ri ci n g
I n t e g r a ti o n
Founded In 8.6/10
8.9/10 U s a b ili t y
2006
9.8/10
Pricing
US$ 1250 per month -
Growth package
The strong SFDC CRM integration is most helpful in helping get the
Core Competencies right conversation in front of the right people at the right time. We
can do a lot of simple customization to get some powerful behav-
iors out of the tool. Being able to have sales set conversation
Great for basic marke�ng automa�on needs points on the account, and Pardot can send to those talk points.
with minimal set up Having Pardot pay attention to SFDC Cases and stop marketing to
people who have open cases so we don't leave a bad impression to
Intui�ve tool with good visualiza�on people trying to get help. So helpful in managing that customer
experience.
Ease of accessibility - Mike CMTC SCORE BOARD
Company
Name
WebSite
www.integrate.com
P ri ci n g
I n t e g r a ti o n
Founded In 9.6/10 U s a b ili t y
NA
2010
9/10
Pricing
Varies as per individual specs
Core Competencies
The Integrate platform provides an easy way to
manage multiple media partners and
Real �me opera�on campaigns. We've been able to eliminate list
uploads and ensure quality for every lead entering
our system.
Lead genera�on silver bullet
- Eric R
Able to customize integra�on with MAP Paid Media Manager
Source: g2.com
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MARTECHCUBEMTC SCORE BOARD
Company Name
WebSite
www.omnisend.com
P ri ci n g
I n t e g r a ti o n
Founded In
9.4/10
2013 9/10 U s a b ili t y
8.9/10
Pricing
Standard plan starts at
US$ 16 per month
Very easy to create emails and add products. You can
pick products right from the store and have them
instantly added to the email so that subscribers can
Core Competencies click the product right from the email and purchase
very easily. I also like the reports that are available to
view too. Options such as seeing a click map is
Maintains consistency throughout the marketing collaterals
aamazing to measure what content is being acted on
more than others. The ability to save templates is
amazing too. Just drop and drag and it slides right in!
Ease of usage
What more could you ask for in a email service?
- Jason Z
Dynamic walkthroughs and easy tutorials for initial set up Company Owner, Digital Media Producer
Source: g2.com
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MARTECHCUBEMTC SCORE BOARD
Company Name
WebSite
www.rdsta�on.com
P ri ci n g
I n t e g r a ti o n
Founded In 8.8/10
8.9/10
2011 U s a b ili t y
9.1/10
Pricing
Light plan starts at US$ 59 per month
RD Station has changed my way of
Core Competencies generating leads and business. In addition to the
software being very easy to use, the team of RD
specialists is always close to the client, giving
Highly advanced features and UX valuable information and tips to improve our
results.
Flexibility with asset crea�on
- André Pernambuco
Marketing Digital
Great Data Quality Management
Source: g2.com
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MARTECHCUBEInsights for
Part 6: MTC PREFERS MARTECHCUBE
Modern Marketers
This sec�on contains the segrega�ons of marke�ng automa�on vendors as per company sizing.
It also analyses and touches base upon the factors that should be in considera�on for buyer’s as
per the company size before op�ng for any par�cular marke�ng automa�on vendor.
(Note: The data and conclusions depicted in here are researched and sourced from individual reviews as well as review sites. These may
however differ as per the changing dynamics of the product as well as change in the ra�ngs and reviews of the product. Martech Cube
does not hold any responsibility for the same)Factors in Considera�on
User-friendly, simple interface
Small size companies should generally start with a trial.
Keeping the interface easy and clean with an easy usage
manual is the best way to get started to an advanced model.
Integration with CRM
Should easily integrate and operate with your exis�ng systems
Good Landing Page
Should have a good landing page with proper accessibility.
Social Media Management
Should be able to automate basic social media fucn�oning like
sharing and sending messages and scheduled posts.
TOP 5
Marke�ng Automa�on Lead Nurturing Capabilities
Vendors for small size
companies (10-50) Should be able to nurture and enhance the first level leads with
the respec�ve informa�on
A/B Testing
Should have split tes�ng to keep the automa�on workflows
scalable
Insightful analytics
Should be able to show relevant analy�cs as per target filters
and requirements.
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MARTECHCUBEFactors in Considera�on
Lead nurturing
Should be able to track the customer behaviour and give
back profiles with be�er customer understanding
Lead scoring
Should be able to calculate, filter and score leads through
automated workflows and social media campaigns
Progressive profiling
Should be able to decipher the target criteria profile teh
TOP 5 leads automa�cally in accordance
Marke�ng Automa�on
Vendors for mid size
companies (50-250) Split Tes�ng
In order to test on a real �me basis and should be able to op�mize
your marke�ng and boost your efforts.
Intelligent Insights
Should be able to present insights as per campaign relevance
and func�onality.
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MARTECHCUBEFactors in Considera�on
Maintain voluminous data
Should be able to maintain large amounts of data from various sources
Highly advanced features
Should have highly efficient and advanced features such as
customizable automa�on workflows.
Data Integra�on
Should be able to integrate data from various sources and
work on it in an unified fashion.
Social Media automa�on
Should be able to schedule, post, share and op�mise and
analyze the social media posts.
Segmenta�on
TOP 5 Should be able to segment customer data as per campaign
Marke�ng Automa�on metrics and preferences.
Vendors for Enterprise size
companies (250+) Repor�ng
Should be able to create campaign reports with precision
Usability and set up
Should be ease of usage and easy to decipher user manuals
and set up manuals
Security
Should be extremely secure and must be all the security standards
compliant as it is dealing with client data which is highly confiden�al
in nature.
Support
Should have proac�ve customer support who are stringent with
customer issues and feedback.
Insights for
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MARTECHCUBEInsights for
Part 7: MTC HONORS MARTECHCUBE
Modern Marketers
Contains top 3 picks in categories which are secondary to the most crucial factors for a Buyer’s considera�on.
These can be considered pivotal on a secondary level and hence are “honorable men�ons” for this Buyer’s
Guide series. These are the factors which extends and increases the sense of ease and decision making for a Buyer.
(Note: The vendors are not in an ascending/descending order. These are the generalised marke�ng automa�on leaders as per our research.
The data and conclusions depicted here are researched and sourced from individual reviews as well as review sites. These may however differ
as per the changing dynamics of the product as well as change in the ra�ngs and reviews of the product. Martech Cube does not hold any responsibility for the same)HONORABLE
MENTIONS
As per ease of usage
Ease of usage defines the ease with which the software can be set up. These
mentions include the vendors who have extremely easy setup manuals and
clean interface along with easily guidable and intelligent UI.
Top 3 Picks
MTC
HONORS
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MARTECHCUBEHONORABLE
MENTIONS
As per Free trial
Trial is an important aspect of customer satisfaction and customer purchase.
Hence along with a combination of the right features, a free trial version is the
best possible way to judge the software and its working efficiency as per your
output.
Top 3 Picks
MTC
HONORS
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MARTECHCUBEInsights for
Part 8: MTC PATHBREAKERS MARTECHCUBE
Modern Marketers
The ul�mate top 3 vendors which have strived through all men�ons and all categories
discussed and dissected.
(Note: The vendors are not in an ascending/descending order. These are the generalised marke�ng automa�on leaders as per our research.
The data and conclusions depicted here are researched and sourced from individual reviews as well as review sites. These may however differ
as per the changing dynamics of the product as well as change in the ra�ngs and reviews of the product. Martech Cube does not hold any responsibility for the same)Top 3 Marketing Automation Softwares :
Based on all round capability in all the discussed and listed features.
Features considered:
Intelligent insights
Insights from the relevant criteria which
gets custom-selected as per the current campaign.
Integrated features
Combines a bunch of power pact features in one tool.
Powerful Analy�cs
Real �me analy�cs study and precision analysis
Quality of support
Supreme and charged support systems
Ease of usage
Easy to set-up, handle and use.
Pricing
Stable and jus�fied pricing
Insights for
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MARTECHCUBEAbout MTC: About MTC Buyers Guide
Martech Cube is one of the fastest-growing tech publications The wholesome aim of the Martech Cube’s Buyers Guide
aroundisthe
Content theglobe. Our which
mode with readership
we needconsists of noted strategic
to be extremely series
thought and effective duringis the
to take youjourney
Buyer’s through
asthe
thisbuyer’s journey and
isleaders, technical
the only direct experts
touch andyour
point that martech
buyer specialists
has with youaround
initially.the bottlenecks that they face while finding the right marketing
globe. Highly acclaimed and successful marketing technology automation for them. Our Marketing automation buyer’s guide
brands like Marketo, Adobe, Netsuite partner with Martech will take you through setting goals along with comparing the
Cube to directly engage with our filtered and exceptional vendors against the relevant group of categories.
audience and enhance their marketing performance by
restructuring their marketing goals across the sales funnel. The series is aimed to include and tackle the same by
covering specific categories in retrospect with Marketing
We recognized the need to address the technology Automation and help buyers and consumers to make a
challenges specific to a CMO and the marketing department. more channeled and augmented decision.
This need became the crux of MTC’s mission statement; to
be the single source destination for marketers in the digital For More information About our Buyers Guide Click here https://www.martechcube.com/buyers-guide/
age; dedicated solely to Marketing Technology arena and the
people who buy, influence and consume MarTech around the For editorial enquiries, email Chandrima Samanta,
world. Editor-in-Chief at chandrima.s@martechcube.com
Download the MarTech Cube Media Kit 2020 here https://www.martechcube.com/buyers-guide/a-thor-
ough-and-dis-
sected-analysis-to-selecting-the-right-marketing-auto
mation-platform/
For sales enquiries, email Bharat Gawra, Channel Head
(Martech Cube) at bharat.gawra@martechcube.com
The Buyers Guide was produced by the Editorial & Design Team which includes:
Chandrima Samanta Rajiv Bagal
Editor-in-Chief, Martech Cube Sr. Lead Web Designer, Martech Cube
chandrima.samanta@martechcube.com rajiv.bagal@martechcube.com
https://www.linkedin.com/in/rajiv-bagal-04b57aab/
https://www.linkedin.com/in/chandrima-samanta-33700011a/
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