Marketing Automation

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Definition

Marketing automation platforms manage marketing processes and multifunctional campaigns, across multiple channels, automatically. With marketing automation, businesses can target customers with automated messages across email, web, social, and text.
 
Marketing automation platforms either provide CRM and Email capabilities or integrate with external CRM and email platforms. They also support multi-channel marketing via social media, website content management, digital advertising, and SMS. In addition, they deliver a suite of analytics capabilities to help today's marketers collect the information they need to scale and accelerate marketing efforts, to make each touchpoint more focused and personalized across channels, and to measure marketing impact throughout the customer journey.
 Finally, for many companies, the marketing automation platform is used as the single source of customer data. 
 
The key differentiation for marketing automation is the size of business a platform is suitable for, and level of technology sophistication needed to operate each platform. We have chosen to subcategorize marketing automation platforms by business size and type.
 
Within each category users evaluating systems should consider:
* Email and CRM requirements
* Additional channels supported
* Customer journey capabilities
* CDP capabilities
* Analytics features
* Relevant integrations
* Complexity of use and installation
 
Also to note:
1. Marketing Automation can be confusing as it is used as a descriptor for many of the digital marketing tools that automate specific functions and integrate with other tools. 
2. If Email marketing is a native component of a marketing automation platform, it is listed here but is excluded from the Email Marketing category in our directory as that category is focused on automation specific only to email.
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Subcategories

Marketing Automation Platforms for B2B marketers

Marketing Automation Platforms for B2C marketers

Marketing Automation Platforms for Enterprise

Marketing Automation Platforms for Mid-Size Businesses

Marketing Automation Platforms for Mobile Tools

Marketing Automation Platforms for SMB

Marketing Automation Platforms using Multiple Channels

Marketing Automation Platforms which integrate with CRMs

Marketing Automation Platforms with Behavioral Tracking Tools

Marketing Automation Platforms with Customer Engagement Reporting Tools

Marketing Automation Platforms with Data Management Tools

Marketing Automation Platforms with Direct Mail functions

Marketing Automation Platforms with Email tools

Marketing Automation Platforms with Event Triggers

Marketing Automation Platforms with Landing Page Analytics

Marketing Automation Platforms with Lead Nurturing Tools

Marketing Automation Platforms with Lead Scoring Tools

Marketing Automation Platforms with Marketing Calendar Tools

Marketing Automation Platforms with Project Management Tools

Marketing Automation Platforms with Revenue Reporting Tools

Marketing Automation Platforms with tools to report ROI

Marketing Automation: Industry Specific

Products

Aabaco Small Business
By Yahoo
Aabaco Small Business is a platform providing small businesses with tools to create a professional presence on the Internet. The solution includes website hosting, ecommerce capabilities, local advertising, and email marketing.
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Acoustic Marketing Cloud
By Acoustic
Acoustic Marketing Cloud includes the products formerly part of IBM Watson. They include Acoustic Campaign (formerly Campaign Automation), Acoustic Experience Analytics (formerly Tealeaf), Acoustic Content (formerly Content Hub), Acoustic Personaliza...
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Act-On Platform
By Act-On
Act-On Software is the leader in adaptive marketing solutions that enable marketers to create Adaptive Journeys using customer behaviors, preferences and data to intelligently guide the engagement strategy. With Act-On, marketers can drive better bus...
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Actito
By Actito
Actito is an advanced agile relationship marketing suite designed especially for the unique needs of today's data driven marketers. Actito can scale up to millions of contacts, make it easier to send personalised mailings and more.
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ActiveCampaign
By ActiveCampaign
ActiveCampaign is an integrated marketing automation, email marketing, and automated sales CRM platform. Leverages Predictive Content, a machine learning feature that predicts the most engaging message for each individual being emailed based on only ...
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ActiveConversion
By ActiveConversion
ActiveConversion's system is built to help industrial manufacturers, distributors and service providers generate more opportunities in target markets, identify which opportunities to follow up on, in order to close more deals. With proven success in ...
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ActiveDEMAND Agency Marketing platform
By ActiveDEMAND
ActiveDEMAND Agency Marketer is an integrated marketing platform designed for the marketing agency. ActiveDEMAND gives agencies a competitive advantage by helping deliver, and more importantly, demonstrate real value to clients.
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ActiveDEMAND Marketing Automation Platform
By ActiveDEMAND
ActiveDEMAND is a fully integrated, web-based marketing automation platform for small to medium sized businesses. Packed with features for streamlined campaign management, campaign recipes and attribution reporting, ActiveDEMAND enables even a sole p...
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Adabra
By Adabra
Adabra is a cloud-based AI marketing automation platform that allows e-commerce and lead generation websites to boost sales, thus creating unique and customized experiences for each user by coordinating and adapting marketing activities on all online...
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Adobe Marketing Cloud
By Adobe
Adobe Marketing Cloud is an integrated suite of products comprising a comprehensive, end-to-end marketing automation and management solution. The platform provides insights across a range of analytics, social media management, advertising campaign ma...
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