Mafalda Martins Today, the number of companies with Marketing Automation Platforms (MAP) is increasing. Studies show that about 51% of companies already use these platforms and this number is increasing significantly.
According to a Forrester report, about 55% of marketers plan to increase their investment in marketing technologies. The demand for automation tools is increasing more and more, and the offer spans numerous platforms.
Making the ideal choice for your business can be a challenge. In order to make this decision a little easier, and according to data presented by Forrester, HubSpot has made a list of the 11 best marketing automation platforms. These are also identified and qualified in the G2Crowd marketing automation quadrant.
The 11 Best Marketing Automation Platforms
1 – HubSpot
Within the MAP market, Hubspot is the platform with the most recognition and the highest user satisfaction rating. It is also one of the most complete in terms of the features it contains: it is composed of a marketing, sales and support platform, and all of them are integrated with your CRM. The fact that you can concentrate all the data in one interface increases the automation possibilities available to the marketer.
Working with the platform can be a difficult task at first, but it will pay off in the long run. Due to the fact that it automates many marketing activities, it allows the marketer to focus on other types of non-repetitive tasks and monetize their time. Check here the pros and cons of this platform
2 – Ontraport
This platform is characterized as the most suitable for medium and small businesses, businessmen and entrepreneurs, but allows a detailed customization, being able to adapt to any type of company.
Besides its integration with CRM, it also has features that allow a more balanced management of marketing, such as: email marketing, landing pages, reporting and eCommerce. Check here the pros and cons of this platform.
3 – Sendinblue
Sendinblue started out as a digital agency. However, due to the strength and quality of its email marketing, it evolved into an automation software. Later it integrated functions such as SMS Campaigns, Reporting and lead scoring. The free plan is a great option to start a digital transformation, as it contains the basic Marketing Automation functions, phone support and the capacity of 300 emails a day.
4 – Active Campaign
It is an integrated platform with CRM and email marketing, and its strength is the flexibility and applicability of marketing automation. Its deliverability is considered one of the best in the market. Mastering the technical part of the platform can be a challenge at first, however, in the long run it will become a great advantage.
5 – Salesforce Pardot
This tool belongs to Salesforce and focuses on cloud marketing automation. It is characterized as being targeted at enterprises due to its specific functionalities and high price. Its features are quite powerful: it has CRM, lead nurturing and scoring, email marketing and reporting. The integration of marketing and sales is one of Pardot’s strengths and allows the sales team to monetize and save time.
6 – InfusionSoft (Keap)
Now called Keap, it is one of the oldest automation platforms in the market and has been evolving according to the users’ needs.
It positions itself as being able to optimize any type of company, but is aimed more at small and medium-sized ones. Its automation features are very complete and efficient, allowing a global use, regardless of the size and market of the company. Check here the pros and cons of this platform.
7 – Autopilot
It is one of the most visually appealing solutions on the market and is characterized as a user-friendly and simple to use platform. Its visual editor is clean, easy to learn, and considered fun to use.
Targets more to email marketing and is more used for strategic messages and for a more sophisticated and efficient segmentation.
8 – Marketo
It is characterized as the ideal solution for enterprises and has a very strong competitive advantage: its integration with Adobe. After being acquired by Adobe, it was incorporated into the corporate cloud. It allows a mutual cooperation between platforms, namely Adobe Analytics for data management and Adobe Target for a more direct personalization.
9 – GetResponse
Divided into packages, it is considered one of the most adaptable platforms in the market. It has accessible prices that are coherent with its offer in order to reach the market in its entirety. Its use is simple and does not require much technical knowledge. It integrates features such as email marketing, CRM, landing pages, autoresponders, eCommerce and list management.
10 – Drip
It is one of the only platforms that focuses mostly on marketing automation for eCommerce and considers itself an open platform that can adapt to any strategy and action. It has very positive feedback regarding analytics and personalization, but one of its strengths is email marketing, integrating features such as email builders, workflows, multichannel integration and email campaigns.
11 – Mautic
Founded in 2014, Mautic is the only MAP on this list that is open source. Their growth was fast and they have evolved significantly, as they invested in the development of technologies according to the needs identified in the market. In 5 years they have more than 200,000 client companies.
Want to know which platform is most indicated for your company?
The contribution of MarTech to the success of the marketing and sales strategy is only realized when marketing automation platforms and CRM are applied in line with the rest of the company’s strategy and objectives. The choice of a marketing automation platform should meet the specific objectives that the company wants to achieve.
With Liminal you will have access to experts who will analyze, design and implement marketing and sales strategies and operations, supported by technological systems, such as Marketing Automation and CRM – Customer Relationship Management, which ensure the growth of your business. Get in touch with us and discover the path to success.
