51% of businesses currently use marketing automation to drive marketing campaigns.

Here’s a comparative analysis of the top 14 B2B marketing automation platforms to help you select one and drive highly engaging marketing campaigns.

The Top 14 Marketing Automation Platforms to drive marketing campaigns

1. Acoustic

Overview

• Acoustic Campaign helps you drive marketing campaigns with artificial intelligence.
• Manage content and get access to AI-based analytics with this multichannel marketing automation solution.

Key Features

• Build marketing campaigns on email, SMS, mobile push, and social media with dynamic flowcharts
• Preview as many as 30 email clients such as Gmail & Outlook and on the iPhone and Android platforms
• Manage paid social media campaigns for customers, leads, and lookalike audiences
• Get access to campaign engagement & comparative metrics with voice and typed commands
• Native integrations with Salesforce, Microsoft Dynamics 365, Magento, and SugarCRM

2. Act-On

Overview

• Get actionable insights into your marketing data for personalized customer engagement with Adaptive Journeys™.

Key Features

• Nurture, score, and segment leads with the point-and-click lead management program
• Deliver responsive emails and landing pages with a drag-and-drop user interface
• Nurture and measure day-to-day social media activities
• Get real-time insights into customer engagement
• Visualize and export data to business intelligence tools
• Track visitor time on site, pages viewed, top referring sites, email responses, webinar attendance, landing page visits, and forms submitted
• Native integrations with Salesforce, Microsoft Dynamics 365, SugarCRM, Oracle NetSuite, and Infor

3. Autopilot

Overview

• Launch multi-channel digital campaigns.
• Acquire customers by visualizing the customer journey.

Key Features

• Create customer journeys using the drag-and-connect canvas
• Capture leads, segment databases, and trigger personalized workflows by connecting with 700+ purpose-built tools
• Use contact management to organize databases, create custom fields, and build dynamic or static segments & lists
• Synchronize your social media profile and lead data with captured or imported contacts
• Get insights into audience behaviour with real-time event monitoring for known and anonymous visitors.
• Native integrations with Salesforce, Twilio, Segment, Zapier, Slack, Lob, Pipedrive, and PieSync

4. Higher Logic

Overview

• Generate, measure the impact of content on prospects and customers with Higher Logic Marketing Automation Enterprise.

Key Features

• Create customized marketing campaigns with Workflow Builder
• Develop personas on the basis of firmographic, demographic, and behavioural data
• Design unlimited mobile-friendly landing pages with no requirement for HTML coding 
• Design landing pages with progressive profiling that can automatically be A/B tested 
• Inline social sharing and reporting for Twitter, Facebook, LinkedIn, as well as iMessage
• Native integrations with Salesforce, SugarCRM, InfusionSoft, and Microsoft Dynamics 365
• Native integrations with AMS systems such as Aptify AS, netFORUM, NetSuite CRM, Nimble AMS, and Personify360

5. HubSpot

Overview

• The HubSpot Growth Platform is a full software stack to finetune your marketing, sales, and customer success strategies. 

Key Features

• Capture, manage, score & nurture leads
• Manage & A/B test content marketing assets
• Launch email marketing & paid advertising campaigns
• Deliver a personalized website experience with Hubspot CMS
• Publish & monitor social media content with Social Inbox
• Track channel performance, conversion assists, time-to-completion, and reverse funnel analysis
• Third-party software integration:
  • Salesforce AppExchange Partner
  • Integrate the solution with Zoom, Shopify, Slack, Stripe, YouTube, Workplace by Facebook, Vidyard, Wistia, Zendesk, SlideShare, and GoToWebinar

6. iContact Pro

Overview

• Manage email marketing campaigns
• Automate workflows
• Integrate social media campaigns with a cloud-based marketing automation solution.

Key Features

• Track audience behaviour, segment your database, and score leads
• Boost customer engagement by tracking email, social media, and website visits
• Publish on Facebook, Twitter & LinkedIn with the social media dashboard
• View opens, clicks, unsubscribes, and bounces with the analytics dashboard
• Third-party software integration:
  • iContact for Salesforce: Create, send, and track email campaigns with  no requirement for HTML coding
  • Native integration with Google Analytics

7. Infusionsoft

Overview

• Get access to customer information in a centralized location with a range of tools such as CRM, eCommerce, analytics, mobile solutions, sales, and marketing automation.

Key Features

• Capture & follow-up on leads
• Deliver personalized emails, landing pages, and forms
• Create, analyze, and optimize Facebook Ads
• View marketing & broadcast reports
• Track web forms, site activity, email statistics, and lead source ROI
• Third-party software integration: Access 250 Infusionsoft-certified SMB partners, apps, integrations, content, and marketing campaigns

• All platforms provide lead management, predictive analytics, and third-party software connectivity through APIs.
• Apart from Infusionsoft, all platforms provide social media integration with lead profiles.
• CRM Abbreviations: Batchbook (BA), BH (Bullhorn), CW (ConnectWise), HUB (HubSpot), IN (Infor), Microsoft Dynamics 365 (MS), OCRMON (Oracle CRM On Demand), ONS (Oracle NetSuite), OSC (Oracle Sales Cloud), PD (Pipedrive), SF (Salesforce), SG (Sage CRM), SU (SugarCRM), Teamgate (TG), VT (VTiger), ZH (Zoho).
  

8. MailChimp

Overview

• Create integrated marketing campaigns with marketing automation
• Integrations
• Content personalization
• Advanced analytics.

Key Features

• Segment your target audience to target contacts
• Create & deliver automated email campaigns
• Send cart abandonment notifications & make product recommendations
• Create Facebook, Instagram, and Google remarketing ads
• Optimize marketing assets with A/B and multivariate testing
• Get revenue reports and track multi-channel marketing data in real-time
• Create Facebook, Instagram & Google remarketing ads
• Third-party software integration:
  • Native integration with Shopify, WooCommerce, BigCommerce, Magento, Magento 2, PrestaShop, Big Cartel, Drupal Commerce, Miva, and Ubercart
  • Custom integrations with Google Analytics, EA Pro Reports, Glew Ecommerce Analytics, and Power BI

9. Marketo

Overview

• The cloud-based Marketo Engagement Platform helps you with email, consumer, customer base & account-based marketing, as well as lead management.

Key Features

• Track customer interactions across touchpoints
• Automate conversations on the basis of demographic, firmographic, and behavioral information
• Create emails and landing pages with automated A/B testing, progressive profiling, and social sign-on
• Identify, target, and measure accounts with the highest potential for revenue 
• Make content recommendations to customers on web, mobile, and email
• Prioritize leads based on behavioural intelligence
• Retarget Facebook, Google, and LinkedIn Ads
• Native integration with Microsoft Dynamics 365, Salesforce, and SAP C4C.

10. Mautic

Overview

• Get integrations with home-grown and third-party tools through this open-source marketing automation platform.

Key Features

• Create dynamic content for multiple marketing channels
• Build unified communications streams for email, SMS, mobile apps, social media, and website
• Integrate with Twitter, Facebook and LinkedIn for social monitoring, personalized messaging, and advertising
• Analyze multichannel communications and web traffic
• Third-party software native integration:
  • CRM Integrations: Salesforce, SugarCRM, Microsoft Dynamics, Zoho, Pipedrive, Connectwise, Hubspot CRMa, VTiger
  • eCommerce Integrations: WooCommerce, Magento, Shopify
  • CMS Integrations: WordPress, Drupal, Joomla, Typo3, Concrete5, Pulse

11. Oracle Marketing Cloud

Overview

• Manage leads
• Segment your audience
• Create content assets
• Enable sales with this open marketing automation platform 

Key Features

• Create & optimize detailed nurture campaigns 
• Get in-depth information about prospects with automated lead scoring
• Simplify data transformation with data management workflows and integrations
• Combine customer behavior, preferences, and digital body language into one centralized profile 
• Measure campaign engagement, email clicks, form conversion & visitor demographics
• Third-party software integration:
  • Native bi-directional integration with Oracle Sales Cloud, Oracle CRM On Demand, Salesforce and Microsoft Dynamics 365
  • Integrations through a partner or Oracle Integration Cloud Service for NetSuite, SugarCRM, SAP CRM and Infor

12. Salesforce Pardot

Overview

• Manage leads
• Align sales
• Get ROI reports with this marketing automation solution

Key Features

• Build and improve marketing campaign effectiveness
• Create campaigns with no requirement for HTML coding
• Score leads on the basis of demographic information
• Trigger lead scoring, send notifications, and target prospects with relevant content
• Integrate with Facebook, LinkedIn & Twitter
• Get analytics and reporting for accounts and individuals
• Third-party software integration:
  • Native integration with Salesforce & Salesforce IQ
  • Third-party integrations with WebEx, GoToWebinar, ReadyTalk, EventBrite, Google Adwords, Google Analytics, Wistia, Vidyard, WordPress, SurveyMonkey, SnapApp, Microsoft Outlook, Twilio, Olark

13. Sugar Market

Overview

• Manage email marketing & paid advertising campaigns.
• Nurture leads, track buyer journeys
• Get access to account-based marketing
• Advanced analytics with this marketing automation platform

Key Features

• Launch & optimize paid ad campaigns on Google Ads
• Design mobile-friendly landing pages & forms with no requirement for HTML coding
• Grade sales-ready leads with scoring models
• Track and view paid search, website and email engagement
• Create, manage, and track events online & offline
• Get custom reports & visualize data with advanced analytics
• Native bi-directional integration with Salesforce, Microsoft Dynamics 365, Infor CRM, Oracle NetSuite, SugarCRM, Sage CRM, Bullhorn, and Force.com

14. SharpSpring

Overview

• Create dynamic forms
• Identify leads.
• Integrate the platform with built-in & 3rd party applications

Key Features

• Engage leads using flexible triggers and branching logic
• Create dynamic content with drag-and-drop templates and WYSIWYG editors
• Track lead behavior on multiple devices
• Identify anonymous website visitors with reverse-IP lookup
• Schedule posts and create social listening feeds for Facebook, LinkedIn & Twitter
• Measure campaign ROI and track marketing or sales performance
• Get detailed information about the performance of emails, forms & workflows
• Native integration with Salesforce, Google AdWords, WebEx, GoToWebinar, ShutterStock   

The best of the best use marketing automation to make campaigns highly effective, engaging, and to deliver a higher ROI. 

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Chetna

Lead Digital Marketing at Grazitti Interactive

Chetna is a blogger and digital marketing specialist at Grazitti Interactive. She has more than nine years of experience in SEO, social media, marketing trends, content, and paid marketing. Grazitti, a digital innovation leader, powers businesses of all sizes with enriched customer interactions, engaged online communities, dynamic digital marketing and data-driven decision support. They serve the digital innovation needs of 500+ global customers across technology, banking and financial services, healthcare, travel, and more.

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