What it does
It combines data from CRM systems, email platforms, and social media to create detailed customer profiles.
Marketing Automation
Marketing automation software manages customer interactions across multiple channels to drive engagement and conversion. It combines data from CRM systems, email platforms, and social media to create detailed customer profiles. Analytics use predictive and generative AI to tailor content and optimize campaigns. Channels include email, SMS, social media, and mobile apps, engaging customers through personalized touchpoints; the result is enhanced customer experiences and improved marketing efficiency, leading to higher conversion rates and better ROI. Typical capabilities cover campaign management and optimization, AI and machine learning capabilities, content creation and management, cross-channel integration and collaboration, and attribution and revenue reporting.
Explore capabilities and vendors
Select capabilities to see vendors ordered by coverage. Each square represents a selected capability; filled squares indicate listed coverage.
Explore vendors
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Zoho
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Microsoft
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Oracle
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Freshworks
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SugarCRM
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Demandbase
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Terminus
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RollWorks
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SAP
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Insider
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HCLSoftware
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Cordial
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Marigold Engage+
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BambooBox
Who it is for
Marketing operations leaders and B2B marketing teams at large enterprises and medium-sized businesses will find the most value in marketing automation software.
When to consider
When your organization faces complex customer journeys, consider this category.
What buyers get
Faster execution, Broader reach and impact, Better experience
Where it is heading
The integration of generative AI will enable automated content creation.
Not to be confused with
Customer Data Platforms, Multichannel Marketing Hubs, Email Platforms
What it does
Integrate and extend
Cross-Channel Integration and Collaboration
Integrating with CRM, data lakes, and the broader CX infrastructure, including support for APIs and emerging AI integration standards, and enabling cross-functional connection and collaboration.
Measure and improve
Campaign Management and Optimization
Creating, executing, and optimizing marketing campaigns across multiple formats and channels, including testing, A/B testing, and in-flight campaign optimization.
AI and Machine Learning Capabilities
Applying predictive AI, agentic AI, and AI/ML for segmentation and data enhancement to generate insights and optimize campaign performance, supporting enterprise-grade governance and compliance.
Attribution and Revenue Reporting
Attributing revenue and results back to specific marketing campaigns, providing aggregated analytics with role-based reporting and dashboards, and demonstrating marketing's revenue contribution through attribution analysis and modeling.
Target and engage
Advanced Marketing Strategies
Supporting advanced marketing strategies such as account-based marketing, omnichannel customer engagement, and digital commerce, and enabling unique and compelling features to differentiate from competitors.
Build and configure
Content Creation and Management
Generating writing, images, and videos for marketing campaigns using generative AI capabilities, managing content and assets across multiple channels, and ensuring data hygiene and enrichment.
Boundaries & tech stack
Marketing automation differs from customer data platforms (CDPs) by focusing on orchestrating customer journeys and executing campaigns rather than just managing and unifying customer data. Unlike multichannel marketing hubs (MMHs), it offers deeper integration with CRM systems and sales visibility. Email platforms lack the advanced analytics and personalization capabilities that marketing automation provides.
Customer Data Platforms
Marketing automation differs from customer data platforms (CDPs) by focusing on orchestrating customer journeys and executing campaigns rather than just managing and combining customer data.
Multichannel Marketing Hubs
It contrasts with multichannel marketing hubs (MMHs) by offering deeper integration with CRM systems and sales visibility.
Email Platforms
Unlike email platforms, marketing automation covers a broader range of channels and provides advanced analytics and personalization capabilities.
Tech stack
Customer Data Platforms (CDP)
Foundational AI Models
Multichannel Marketing Hubs
CRM/Sales Force Automation (SFA)
CRM/SFA applications
ABM platforms
Sales engagement applications
Account-Based Marketing (ABM) platforms
Email Service Provider (ESP)
Mobile marketing platforms
B2B marketing automation platforms
Personalization engines
Content management
Adtech platforms
Market overview
The marketing automation market is rapidly evolving as vendors integrate AI and machine learning. This shift meets the demand for sophisticated tools managing complex customer journeys and delivering personalized experiences across channels. Competition increases as vendors expand offerings to include advanced data management and integration.
Category evolution
Marketing automation is evolving to incorporate AI-driven capabilities from CDPs and MMHs. Predictive and generative AI will become key. Real-time personalization and dynamic content creation become possible. Standalone CDPs and MMHs may specialize in data management and channel orchestration. Buyers must assess platforms for advanced analytics and strong CRM integration.
Future trends
The integration of generative AI will enable automated content creation. This reduces the need for manual campaign design. Predictive analytics will become more sophisticated, offering deeper insights into customer behavior and optimizing campaign performance. Real-time personalization will become the norm, with platforms tailoring content and experiences based on user behavior and preferences. Cross-functional collaboration will improve, with marketing automation tools integrating more closely with sales and customer support systems.
Product innovation
Vendors such as Adobe Marketo Engage and HubSpot offer platforms that incorporate advanced AI, including predictive and generative AI. These features simplify campaign management. They also enhance real-time personalization and dynamic content creation across various channels.
Market trends
Marketing automation vendors integrate with CRM platforms.
Pipedrive acquired Outfunnel to integrate its real-time data sync technology into Pipedrive's CRM, enhancing its marketing automation capabilities. Canva also acquired Ortto to enhance its AI capabilities and marketing automation offerings.
Marketing automation platforms are incorporating AI to enhance capabilities.
ThriveCart acquired VBOUT to integrate its AI, CRM, and email capabilities into ThriveCart's ecosystem, offering advanced lifecycle marketing and automation tools. Canva also acquired Ortto to enhance its AI capabilities.
How teams use it
What teams use Marketing Automation for
Select a use case to explore its details and industries.
No charted use cases match these filters. Browse all use cases or choose another filter.
Run operations
Campaign management
RetailHospitalityEntertainment
Lead management
ManufacturingHealth, Wellness and FitnessMarketing and Advertising
Audience targeting and personalization
RetailHospitalityHospital & Health Care
Analyze and optimize
Lifecycle engagement and retention
Food & BeveragesRetailEntertainment
Marketing content workflows
Marketing strategy and process improvement
Marketing measurement and reporting
Extend and integrate
Marketing data integration
No use cases match these filters.
All industries
Choose industry
Where it is used
Results teams achieved with Marketing Automation
Selected results from companies using Marketing Automation.
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Faster execution 2×Posting frequencyDetails
Using Act-On’s social media tools, BinMaster doubled posting frequency and cut reporting time by 75%.
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Broader reach and impact 334% increaseUnique monthly playersDetails
After one year, YesPlay’s unique monthly players grew by 334% and net revenue rose by 354%.
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Better experience 99.94%Email delivery rateDetails
With Bloomreach, Loomi AI, and Voxwise, Crafter's Companion achieved a 99.94% email delivery rate and a 39.51% open rate during IP warmup.
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Faster execution 90% decreaseManual marketing workDetails
MoEngage helped TATA AIG General Insurance cut manual marketing work by 90%.
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Broader reach and impact 59%New users onboardedDetails
ABS-CBN onboarded 59% of new users in a quarter.
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Better experience 30%Personalized email open rateDetails
SwissCommerce achieved a 30% personalized email open rate and nearly 100% deliverability.
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Faster execution 75% decreaseCampaign creation timeDetails
Desigual used Bloomreach’s Loomi AI to cut campaign creation time by 75%.
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Broader reach and impact 50% increaseDaily and monthly active usersDetails
Homzmart grew daily and monthly active users by 50%.
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Faster execution 18% decreaseTrial attritionDetails
Bloomreach helped ClickCease by CHEQ cut trial attrition by 18% using AI-powered email automation.
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Broader reach and impact 22% increaseNuki Club membershipDetails
In three months, Nuki Club membership grew by 22%.
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Broader reach and impact 5–7% increaseOpen ratesDetails
By segmenting follow-up emails to non-openers, Kris-Tech Wire increased open rates by 5-7%, reaching a 20% campaign goal.
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Broader reach and impact 3% increaseApplication submissionsDetails
Using Iterable’s Catalog, Guild achieved a 3% increase in application submissions and doubled their click-to-open rate.
What do you want from Marketing Automation?
Explore goals and the customer stories associated with them.
All industries
Choose industry
Which industries use Marketing Automation
Share of customer stories, outcomes and adoption profiles in this guide, by industry. Select an industry to filter use cases and outcomes throughout this guide.
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Other industries 17%
Industry adoption
Retail
In Retail, teams use this category primarily for Campaign management, Audience targeting and personalization, and Customer data unification for segmentation. The brand needed a solution that enabled real-time, relevant communication without heavy reliance on developers.
Use cases
- Campaign management
- Audience targeting and personalization
- Customer data unification for segmentation
- Personalized email marketing campaigns
- Customer data unification for marketing
Entertainment
In Entertainment, teams use this category primarily for Campaign management, Lifecycle engagement and retention, and Customer segmentation and personalization. MessageGears helped GSN Games boost in-game deposits by 37%. GSN used AI-powered push notifications to send personalized messages to millions of players. These messages increased new game starts by 36%.
Use cases
- Campaign management
- Lifecycle engagement and retention
- Customer segmentation and personalization
- Player lifecycle marketing automation
- CRM marketing automation
Hospitality
In Hospitality, teams use this category primarily for Campaign management, Cross-channel customer journey automation, and Cross-channel customer engagement. Iterable helped ResortPass boost customer engagement by 30% using personalized, location-based marketing. ResortPass unified messy location data and activated it in Iterable without engineering support.
Use cases
- Campaign management
- Cross-channel customer journey automation
- Cross-channel customer engagement
- Personalized location-based marketing
- Audience segmentation for promotions
Apparel & Fashion
In Apparel & Fashion, teams use this category primarily for Campaign management, Email marketing personalization, and Email marketing optimization. Bloomreach Engagement helped boohooMAN boost SMS campaign ROI up to 25x. Before using Loomi AI, SMS returns were low, never above 2x.
Use cases
- Campaign management
- Email marketing personalization
- Email marketing optimization
- Customer segmentation for campaigns
- Checkout process optimization
Financial Services
In Financial Services, teams use this category primarily for Campaign management, Customer lifecycle messaging automation, and Automated lending journey campaigns. Plus1 used Bloomreach integrated with Snowflake to automate lending journeys. The team saved 10 hours each week by reducing manual data handling. Real-time data improved campaign accuracy and customer engagement.
Use cases
- Campaign management
- Customer lifecycle messaging automation
- Automated lending journey campaigns
- Customer data integration for marketing
- Personalized financial product recommendations
Internet
In Internet, teams use this category primarily for Campaign management, Lifecycle engagement and retention, and Customer journey orchestration. The marketing team had struggled for nine months with setup and data syncing using their previous provider.
Use cases
- Campaign management
- Lifecycle engagement and retention
- Customer journey orchestration
- Email campaign execution for marketing
- Customer data integration for marketing
Health, Wellness and Fitness
In Health, Wellness and Fitness, teams use this category primarily for Customer journey orchestration for app engagement, Personalized re-engagement of lapsed users, and Paid ad audience targeting automation. MessageGears helped Runkeeper automate both marketing and transactional emails. Runkeeper faced slow, manual processes and could not use their user data in real time.
Use cases
- Customer journey orchestration for app engagement
- Personalized re-engagement of lapsed users
- Paid ad audience targeting automation
- Cross-channel customer messaging
- Automated email campaign management
Restaurants
In Restaurants, teams use this category primarily for Loyalty program data integration, Personalized customer engagement, and Lifecycle engagement and retention. MessageGears and Ansira helped Chick-fil-A redesign their newsletter with a data-driven, tile-based template. Chick-fil-A gained real-time access to customer data and could send highly personalized messages to millions.
Use cases
- Loyalty program data integration
- Personalized customer engagement
- Lifecycle engagement and retention
- Customer engagement campaign optimization
- Personalized email newsletter delivery
Food & Beverages
In Food & Beverages, teams use this category primarily for Lifecycle engagement and retention, Cross-channel campaign personalization, and Personalized email marketing campaigns. Bloomreach helped Krombacher double its loyalty program members in 2024. The company unified customer data and automated marketing with Loomi AI. This led to a 20% increase in email revenue and a 60% rise in open rates.
Use cases
- Lifecycle engagement and retention
- Cross-channel campaign personalization
- Personalized email marketing campaigns
- Customer segmentation for targeted outreach
- Personalized email campaign for diners
Consumer Goods
In Consumer Goods, teams use this category primarily for Campaign management, Automated email campaign management, and Lifecycle engagement and retention. Stanley Black & Decker used Iterable Catalog to personalize emails for customers. This led to a 7% increase in clicks to their e-commerce stores. The team reduced email templates by 80% using automation.
Use cases
- Campaign management
- Automated email campaign management
- Lifecycle engagement and retention
- Cross-channel customer engagement
- Automated reactivation campaigns
Transportation/Trucking/Railroad
In Transportation/Trucking/Railroad, teams use this category primarily for Email marketing optimization, A/B testing for campaign engagement, and Abandoned cart recovery campaigns. They ran A/B tests in France and Russia, comparing brand names to real first names.
Use cases
- Email marketing optimization
- A/B testing for campaign engagement
- Abandoned cart recovery campaigns
- Cross-channel customer engagement
- Cross-channel customer journey orchestration
Information Technology and Services
In Information Technology and Services, teams use this category primarily for Lifecycle engagement and retention, Campaign management, and Lead generation and nurturing. Ultimo used Act-On to automate campaigns and support event promotions.
Use cases
- Lifecycle engagement and retention
- Campaign management
- Lead generation and nurturing
- Automated event campaign management
- Marketing automation for multi-unit segmentation
Insurance
In Insurance, teams use this category primarily for Lifecycle engagement and retention, Campaign management, and Content management system migration. Bloomreach helped Dayinsure boost revenue by 300%. Dayinsure used Loomi AI to personalize marketing campaigns and automate reengagement. The platform unified customer data and made audience segmentation easy.
Use cases
- Lifecycle engagement and retention
- Campaign management
- Content management system migration
- Multi-brand content publishing
- Automated policy transition campaigns
Marketing and Advertising
In Marketing and Advertising, teams use this category primarily for Content personalization automation, Campaign management, and Email marketing program management. MessageGears helped Musictoday improve email marketing with better personalization. Musictoday sends nearly nine million emails a month.
Use cases
- Content personalization automation
- Campaign management
- Email marketing program management
- Lead nurturing automation for franchise sales
- Lead scoring and segmentation for sales teams
Media Production
In Media Production, teams use this category primarily for Breaking news push notifications, Personalized news alert retargeting, and Newsletter subscription growth automation. The app is the top commercial news destination in the UK, with over one million unique visitors monthly.
Use cases
- Breaking news push notifications
- Personalized news alert retargeting
- Newsletter subscription growth automation
- Event registration campaign optimization
- Fan engagement via mobile app
Education
In Education, teams use this category primarily for Student enrollment marketing automation, CRM-integrated audience segmentation, and CRM and email marketing for education. Johnson County Community College used Act-On and SugarCRM to improve student enrollment. They replaced their old email system with automated, segmented campaigns.
Use cases
- Student enrollment marketing automation
- CRM-integrated audience segmentation
- CRM and email marketing for education
- Pipeline management for student recruitment
- Personalized member communications
Manufacturing
In Manufacturing, teams use this category primarily for Email engagement improvement, Customer feedback collection via surveys, and Lead management and segmentation. Before Act-On, their emails had low click rates and little feedback.
Use cases
- Email engagement improvement
- Customer feedback collection via surveys
- Lead management and segmentation
- Social media automation for marketing
- Lead nurturing and scoring
Telecommunications
In Telecommunications, teams use this category primarily for Gamified lead capture for telecom, App user retention optimization, and Customer engagement messaging. MessageGears helped Telefónica boost new app user retention by 50%. Telefónica used AI-powered push notifications to reach users at the right time. The solution improved app store ratings by 53%.
Use cases
- Gamified lead capture for telecom
- App user retention optimization
- Customer engagement messaging
- In-app customer feedback collection
- Mobile app experience optimization
Real Estate
In Real Estate, teams use this category primarily for Inactive user re-engagement via email, Customer segmentation for targeted marketing, and Email deliverability optimization.
Use cases
- Inactive user re-engagement via email
- Customer segmentation for targeted marketing
- Email deliverability optimization
- Personalized email marketing
- Buyer and seller conversion optimization
Banking
In Banking, teams use this category primarily for Lifecycle engagement and retention, Customer engagement campaign optimization, and Customer journey mapping and analytics. MoEngage helped Hero FinCorp boost ABND recovery by 22%. The company used MoEngage to automate customer journeys and reduce data fragmentation. Martech-driven campaigns contributed to 32% of monthly disbursals.
Use cases
- Lifecycle engagement and retention
- Customer engagement campaign optimization
- Customer journey mapping and analytics
- Omnichannel customer engagement
- Customer onboarding optimization
Hospital & Health Care
In Hospital & Health Care, teams use this category primarily for B2B campaign audience segmentation, Sales and marketing alignment, and B2B marketing automation for healthcare. Act-On helped AGFA HealthCare transform their marketing. The team doubled emails sent and tripled their audience. Website visitors surged 6x, and conversions to known contacts rose 4.5x.
Use cases
- B2B campaign audience segmentation
- Sales and marketing alignment
- B2B marketing automation for healthcare
- CRM-integrated campaign segmentation
- Patient intake and conversion optimization
Consumer Electronics
In Consumer Electronics, teams use this category primarily for Customer data-driven email marketing, Customer data unification for marketing, and Email campaign engagement tracking. MessageGears helped an online audio retailer use their customer data directly, raising engagement rates by 10%. The retailer could send test messages within 3 hours of installation.
Use cases
- Customer data-driven email marketing
- Customer data unification for marketing
- Email campaign engagement tracking
- Campaign management
- Loyalty program personalization
Sports
In Sports, teams use this category primarily for Audience segmentation for event marketing, Automated fan engagement campaigns, and Membership data integration and activation. The club achieved a 40% productivity improvement and lowered resource costs by 12.5%.
Use cases
- Audience segmentation for event marketing
- Automated fan engagement campaigns
- Membership data integration and activation
- Lifecycle engagement and retention
- Personalized ad targeting for fan acquisition
Automotive
In Automotive, teams use this category primarily for Campaign management, Email deliverability troubleshooting, and Email marketing performance recovery. Act-On helped ALLDATA recover from a sudden spike in email bounce rates. ALLDATA's marketing team faced deliverability issues flagged by Yahoo, risking their email campaigns.
Use cases
- Campaign management
- Email deliverability troubleshooting
- Email marketing performance recovery
- Email deliverability management
- Automated email marketing for customer acquisition
Media & Entertainment
In Media & Entertainment, teams use this category primarily for Subscriber churn reduction and re-engagement, Omnichannel customer journey orchestration, and Personalized user re-engagement campaigns. The platform identified users likely to churn and enabled targeted re-engagement.
Use cases
- Subscriber churn reduction and re-engagement
- Omnichannel customer journey orchestration
- Personalized user re-engagement campaigns
- Audience segmentation for retention
- Member registration and conversion optimization
No industries match this filter.
Business outcomes
Faster execution
Using Act-On’s social media tools, BinMaster doubled posting frequency and cut reporting time by 75%.
Lead management and segmentationSocial media automation for marketing
Bloomreach helped ClickCease by CHEQ cut trial attrition by 18% using AI-powered email automation.
Lifecycle engagement and retention
Desigual used Bloomreach’s Loomi AI to cut campaign creation time by 75%.
Campaign management
MoEngage helped TATA AIG General Insurance cut manual marketing work by 90%.
Lifecycle engagement and retention
Broader reach and impact
After one year, YesPlay’s unique monthly players grew by 334% and net revenue rose by 354%.
Personalized CRM campaign automationCustomer segmentation for retention
By segmenting follow-up emails to non-openers, Kris-Tech Wire increased open rates by 5-7%, reaching a 20% campaign goal.
Email engagement improvementCustomer feedback collection via surveys
In three months, Nuki Club membership grew by 22%.
Loyalty program personalizationCustomer data unification
Using Iterable’s Catalog, Guild achieved a 3% increase in application submissions and doubled their click-to-open rate.
Personalized member communicationsCampaign migration and automation
Homzmart grew daily and monthly active users by 50%.
Personalized campaign automation for ecommerceCart abandonment re-engagement
ABS-CBN onboarded 59% of new users in a quarter.
Subscriber retention improvementCustomer segmentation for campaigns
Better experience
With Bloomreach, Loomi AI, and Voxwise, Crafter's Companion achieved a 99.94% email delivery rate and a 39.51% open rate during IP warmup.
Email marketing personalization at scaleCustomer segmentation for targeted campaigns
SwissCommerce achieved a 30% personalized email open rate and nearly 100% deliverability.
Email marketing management for online storesAutomated customer segmentation and reactivation
No outcomes match these filters.
Vendor landscape
The marketing automation landscape is led by Adobe Marketo Engage, HubSpot, Microsoft, Oracle, 6sense, and Demandbase. Adobe Marketo Engage and HubSpot offer platforms with advanced analytics and integration features, while Demandbase and 6sense provide specialized solutions for account-based marketing and predictive analytics. Strong performers include ZoomInfo, Terminus, Bloomreach, SAP, Braze, CleverTap, and Insider, and Zoho and Integrate are challengers.
0 shortlisted
Adobe Marketo Engage
Adobe offers advanced AI-driven tools for automating content creation and marketing campaigns, boosting efficiency. Journey Optimizer integrates data, decision-making, and delivery to dynamically personalize B2C customer experiences.
Capabilities
Campaign Management and OptimizationContent Creation and ManagementAdvanced Marketing Strategies
Use cases
Campaign managementMarketing content workflowsMarketing data integration
HubSpot
HubSpot extended AI across its platform, including a content assistant, blog post generator, translations. A ChatGPT-powered chat assistant integrated with CRM data. HubSpot's iterative product development shaped by customer feedback has produced enhancements like a revamped CTA builder and reusable workflow elements.
Capabilities
Content Creation and Management
Use cases
Marketing content workflowsMarketing data integration
Zoho
Zoho provides cost-effective marketing automation tools for small and medium businesses, starting with an affordable entry point and scaling to meet more advanced needs as companies grow. Customers can choose from pre-configured packages like Zoho CRM Plus, build custom bundles, or select individual modules to fit their budget and requirements.
Capabilities
Advanced Marketing Strategies
Microsoft
Dynamics 365 Customer Insights integrates advanced generative AI to handle the entire campaign process. The platform also combines customer data across marketing, sales, and service, enhancing data connectivity within Dynamics applications.
Capabilities
Campaign Management and OptimizationContent Creation and ManagementAdvanced Marketing Strategies
Use cases
Campaign managementAudience targeting and personalizationMarketing content workflowsMarketing data integrationMarketing strategy and process improvement
Oracle
Oracle has enhanced Eloqua’s interface and tools, including search functions, contact management, and campaign settings, to make the platform more user-friendly for new users. The company also gathers customer feedback through various channels and offers a community for users to share advice and influence the product roadmap.
Capabilities
Campaign Management and OptimizationCross-Channel Integration and Collaboration
Use cases
Campaign managementLead management
Freshworks
Freshworks invests actively in AI-driven features like journey orchestration and query-based segmentation, enhancing its product roadmap. The company’s agile development approach allows for quicker delivery of customer-centric solutions and innovative next-best-action recommendations.
LeadSquared Marketing Automation
LeadSquared offers an integrated marketing and sales platform that includes inbound lead management, sales performance tracking, and field marketing tools. The company has enhanced its marketing automation capabilities with features like a chatbot and conversational inbox based on user input.
Capabilities
AI and Machine Learning CapabilitiesAdvanced Marketing Strategies
Use cases
Campaign managementLead management
SugarCRM
SugarCRM offers an integrated suite that caters to SMB and midmarket needs with a single marketing and sales platform. The company consistently meets its uptime service level agreement and achieves 97% of its customer support response time targets, showcasing its operational dependability.
Capabilities
Advanced Marketing Strategies
Use cases
Audience targeting and personalization
6sense
6sense harnesses advanced AI and predictive analytics to uncover buying intent and prioritize accounts through an embedded CDP and proprietary data. The platform offers AI-driven conversational emails, prescriptive next-best-action suggestions, and generative AI summaries for account engagement.
Capabilities
Advanced Marketing Strategies
Use cases
Lifecycle engagement and retentionMarketing data integration
Demandbase
Demandbase stands out in the B2B space with its advanced account-based advertising platform. Known for pioneering ABM solutions, the company offers a versatile and flexible suite of tools.
Capabilities
Advanced Marketing Strategies
ZoomInfo
ZoomInfo's product strategy is rooted in its proprietary data assets, providing broad company and contact data. ZoomInfo is known for its affordable pricing relative to competitors.
Use cases
Marketing data integrationMarketing strategy and process improvement
Terminus
Terminus stands out for its consistent performance across key marketing automation criteria, offering reliable and user-friendly tools. Customers appreciate its focus on user needs, ease of use, and impact on engagement and pipeline growth.
Capabilities
Advanced Marketing Strategies
Use cases
Lifecycle engagement and retention
RollWorks
RollWorks stands out for its sophisticated advertising tools and the recently introduced Command Center dashboard. Users appreciate its simplicity, affordability, and intuitive interface.
Intentsify
Intentsify stands out by collecting and analyzing intent data from various sources to pinpoint buying signals. Its unique fit modeling and contact-level intent identification offer a precise strategic advantage.
Use cases
Marketing data integration
Integrate
Integrate offers a powerful solution for monitoring partner and channel performance by serving as a central hub for lead management and data governance.
Capabilities
Cross-Channel Integration and Collaboration
Use cases
Campaign managementLead managementMarketing data integration
Bloomreach
Bloomreach stands out in the CCMH market with its innovative approach to conversational AI, featuring a unique 'air traffic controller' model. The company also excels in optimizing experiences specifically for e-commerce and email interactions.
Capabilities
Campaign Management and OptimizationAdvanced Marketing Strategies
Declared use cases
- Campaign management
- Lifecycle engagement and retention
- Personalized email marketing campaigns
SAP
SAP simplifies marketers' tasks with intuitive home screens and dashboards that mirror daily digital marketing challenges. Emarsys adheres to SAP’s strong ethical, privacy, and design-for-security guidelines.
Capabilities
Advanced Marketing Strategies
Braze
Braze distinguishes itself through innovative campaigns and gamification, bolstered by its Innovation Lab and Bonfire Community. The company recently achieved profitability, boasting over $500 million in annualized revenue.
Capabilities
Campaign Management and OptimizationAttribution and Revenue Reporting
Use cases
Campaign management
Declared use cases
- Campaign management
- Cross-channel customer engagement
- Lifecycle engagement and retention
CleverTap
CleverTap offers a competitive suite of tools for customer engagement and channel management, including advanced analytics and frictionless channel orchestration. The platform also features IntelliNODE, an AI-driven system that automates the creation of experiments to identify optimal engagement strategies.
Capabilities
Content Creation and ManagementCross-Channel Integration and CollaborationAdvanced Marketing Strategies
Use cases
Campaign managementLead managementLifecycle engagement and retention
Insider
Insider stands out with its flexible development approach, catering to mobile, web, e-commerce, and emerging channels. The platform includes embedded testing and optimization tools to boost conversion rates across all channels.
Capabilities
Campaign Management and OptimizationCross-Channel Integration and Collaboration
Iterable
Iterable stands out for its user-friendly approach to scheduling and automating email and mobile messaging. The company's significant investment in research and development, accounting for 25% of its revenue, underscores its dedication to innovation.
Capabilities
Attribution and Revenue Reporting
Declared use cases
- Lifecycle engagement and retention
- Campaign management
- Inactive user re-engagement via email
HCLSoftware
HCLSoftware excels in enterprise data management, advanced analytics, and application integration, making it a strong choice for regulated industries. Customers can choose between on-premises and private cloud deployments, catering to diverse needs.
Capabilities
Cross-Channel Integration and CollaborationAdvanced Marketing Strategies
Use cases
Campaign managementLead managementMarketing data integration
Cordial
Cordial has gained a significant following among direct-to-consumer companies with its specialized offerings and hands-on support approach. The platform's advanced data structure integrates information from various sources, resolves customer identities, and facilitates targeted or personalized campaigns through prebuilt models.
Capabilities
Campaign Management and OptimizationAdvanced Marketing Strategies
Use cases
Campaign managementAudience targeting and personalizationMarketing data integration
MessageGears
MessageGears stands out by keeping all data within cloud data platforms, appealing to buyers with strict data warehouse needs. Users can create and activate audience segments directly from their warehouses, integrating segmentation, campaign prioritization, and content personalization into a single workflow.
Capabilities
Campaign Management and OptimizationContent Creation and ManagementCross-Channel Integration and Collaboration
Use cases
Campaign managementAudience targeting and personalizationMarketing content workflowsMarketing data integration
Declared use cases
- Campaign management
- Personalized email newsletter delivery
- Real-time customer segmentation
Airship
Airship provides a mobile-first engagement platform with advanced channel support, including Apple Live Activities and digital wallet passes. The platform includes intuitive tools for designing customer journeys and managing campaigns, enhanced with AI-assisted journey creation and dynamic in-app personalization.
Capabilities
Campaign Management and OptimizationContent Creation and ManagementCross-Channel Integration and CollaborationAdvanced Marketing Strategies
Use cases
Campaign managementLifecycle engagement and retentionAudience targeting and personalization
Declared use cases
- Breaking news push notifications
- Personalized news alert retargeting
- Real-time passenger notifications
Marigold Engage+
Marigold Engage+ excels at managing cross-channel marketing efforts, enabling the creation and execution of personalized sales and marketing strategies across multiple digital platforms.
Capabilities
Content Creation and ManagementCross-Channel Integration and CollaborationAdvanced Marketing Strategies
BambooBox
BambooBox's Lumo agent personalizes content by analyzing intent, behavior, and social signals to create channel-specific materials. The company's service-oriented approach ensures high customer satisfaction, earning it a place as a Customer Favorite.
Capabilities
Content Creation and ManagementCross-Channel Integration and Collaboration
Use cases
Marketing content workflows
No vendors match these filters.
Other vendors
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Considerations for your team
When to consider
When your organization faces complex customer journeys, consider this category. It helps execute campaigns across multiple channels and is most useful when CRM integration and advanced analytics matter.
Best for
Marketing operations leaders and B2B marketing teams at large enterprises and medium-sized businesses will find the most value in marketing automation software. Such organizations require sophisticated personalization and real-time decision-making across multiple channels. They need tools that integrate with CRM systems and provide advanced analytics capabilities to optimize campaign performance.
Typical buyers
Marketing operations leaders and B2B marketing teams at large enterprises and medium-sized businesses buy marketing automation to manage complex, multitouch customer journeys. They seek tools that integrate marketing with sales and customer support, providing real-time decision-making and sophisticated personalization across multiple channels. Buyers prioritize ease of use and deployment, as well as analytics and integration capabilities.
Category news
Read more category news and updates
Marketing automation vendors are actively integrating with CRM platforms to enhance their offerings with real-time data sync and AI capabilities, expanding their ecosystems through acquisitions.
Integration partnerships
Marketing automation vendors integrate with CRM platforms.
Pipedrive acquired Outfunnel to integrate its real-time data sync technology into Pipedrive's CRM, enhancing its marketing automation capabilities. Canva also acquired Ortto to enhance its AI capabilities and marketing automation offerings.
AI-driven enhancements
Marketing automation platforms are incorporating AI to enhance capabilities.
ThriveCart acquired VBOUT to integrate its AI, CRM, and email capabilities into ThriveCart's ecosystem, offering advanced lifecycle marketing and automation tools. Canva also acquired Ortto to enhance its AI capabilities.