Top 14 B2B Marketing Automation Platforms to Power Your Marketing Campaigns

Chetna

4 years ago

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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