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The 2022 Guide to Marketing Automation Software



The 2022 Guide to Marketing Automation Software


That’s where marketing automation comes in! Marketers spend most of their time connecting & engaging with prospects and managing customer information. Marketing automation has changed the way businesses operate, and you should consider using it.

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Marketing automation can cover a lot of tasks. These include prospecting for new leads, engaging with them to understand their preferences, and trying to turn them into paying customers. It can be a tough job to manage all these aspects of marketing. You need a streamlined process to help you get more done and increase your productivity. For example, marketing automation software can automate low-value tasks, giving you more time to put towards high-value leads. You can use marketing automation tools to make your prospecting process easier and faster. Create a prospecting template that emails the right people at the right time. Schedule a prospecting campaign to send out emails and follow-ups on certain days throughout the week.

Let’s dive in!

1. HubSpot

HubSpot’s automated emails can be a great way to naturally nurture leads by addressing their needs in a timely fashion. People addressed in this way tend to make faster decisions, often moving forward with the purchase. You can automate your marketing strategies on HubSpot using workflows, which are easy to build and can consist of various customer interactions ranging from simple follow-ups to complex multi-step processes.

You can automate several tasks with HubSpot. Examples include email marketing, lead conversions, lead data management, and follow-ups. You can also automate your social media marketing campaigns by scheduling posts in advance, tracking brand mentions and conversions, and giving you a closer look into your post engagement. Many reliable social media marketing companies work with clients to align social media marketing strategies with business goals and overall marketing strategy. They help identify the channels that best enable clients to reach their target markets.


2. SendPulse

Marketing automation is a process that has a lot of moving parts, but once you’ve done it right, you realize it is worth it.

SendPulse is a company that didn’t just become a marketing automation platform overnight, it gradually evolved into one. Starting out as a bulk email marketing service, SendPulse exploded in popularity, this led to adding more features to meet the expectations of new and existing users.  One of the latest updates on the platform would be the launch of an online course creator.  

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At present, SendPulse helps marketers automate marketing processes like lead generation and nurturing through a variety of channels. These include:

  • Automated flows of email, and SMS marketing campaigns (order conformation, abandoned cart email etc.)

  • Chatbot builder (Facebook and Instagram chatbots, messenger chatbots for WhatsApp and Telegram) 

  • CRM tool (manage customer data, improve campaign personalization etc.)

  • Landing pages (custom landing pages and pages for social media bio links)

  • Email Verifier (email list cleaning, email deliverability improvement)  

3. Salesmate

Salesmate provides marketing for over 4000 brands worldwide. It saves you time and hassle by automating customer engagement through trigger-based software. Whenever a successful action is made, keep an eye on your inbox for pre-written, automatically generated messages. You can also segment your users based on historical data & actions and send customized follow-ups.

Moreover, you can set your account to send notifications and reminders at crucial moments. As a result, you can empower your customers at every step of the customer journey with Salesmate.

4. MailChimp

Most brands face one big issue with marketing automation: they send generalized messages and e-mails that every recipient will likely disregard. However, Mailchimp collects customer data and helps you develop more customized messages and emails to market to them. In addition, Mailchimp’s email scheduler also collects and analyses your customer data to recommend the best time to contact them. This means you will no longer have to log in, time and again, to check when the right moment is!

If you want to set up a store and use eCommerce platforms, you can connect your Mailchimp account to the store. You’ll then be able to initialize automated emails based on purchase activity. The social media marketing tools are similar to HubSpot. You can schedule posts, track engagement, and diversify your efforts.

5. Marketo

Marketo Engage by Adobe is a leading marketing automation tool with features like email marketing, lead nurturing, and scoring features. It’s a powerful tool for improving your marketing efforts while saving time.


Furthermore, Marketo has some robust features that allow for more powerful marketing. For example, you can use this to retarget prospects on their mobile device and personalize your digital content. Although the system is mainly designed for enterprise-level clients, small businesses can also implement this system with ease.

6. Pardot

Pardot by Salesforce is yet another robust B2B marketing automation tool. It enables the marketing and sales team to collaborate, engage buyers and close more deals. These relationships last longer than before.

Pardot has powerful features that include managing leads, email marketing, and reporting better outcomes for your business. It’s good for larger enterprises and helps streamline marketing efforts.

7. ActiveCampaign

ActiveCampaign is a powerful marketing tool that can save you time & effort by automating your processes. It has simplified and advanced automation, integrations with other tools, & segmentation of your contacts. One of the best features of this system is that you can use it to quickly create marketing automation flows and customize them with 500+ pre-built automation, email templates, opt-in forms, etc.

ActiveCampaign can be an effective marketing automation software, but it does require some effort to figure out how to use it.

8. SharpSpring

SharpSpring has been around for quite some time and has become a popular marketing automation software. It provides sales and marketing automation that helps to boost conversions and deliver an excellent customer experience.

It has a full spectrum of solutions to automate all aspects of your marketing. Features include behavior-based email tactics, intelligent workflows, visitor tracking, CRM integration, and detailed reports that can help you create more scalable strategies. Essentially, it’ll automate your whole marketing process so that you can achieve marketing goals.



9. Omnisend

With Omnisend as your ecommerce assistant, your automation workflows will be more robust and better organized. Use pre-built basic automation to stay on top of cart abandonment emails, welcome series email chains, and reservation confirmation emails.

Omnisend is an omnichannel marketing tool with features such as customer segmentation, email and SMS marketing, etc. They integrate with a lot of ecommerce platforms like Bigcommerce, Shopify, WooCommerce, and Magento.

In conclusion, this is a great marketing automation platform for anyone who runs email marketing campaigns.

10. Oracle Eloqua

Oracle Eloqua is a versatile marketing automation tool that is capable of managing cross-channel marketing campaigns efficiently, as well as nurturing leads. Oracle Eloqua is top marketing software with customer segmentation, efficient lead management, intuitive Advanced Intelligence, and Sales and Marketing alignment.

Oracle Eloqua is perfect for enterprises that need more from their marketing software than Google AdWords can offer, but still may not be insufficient for managing affiliate campaigns. This niche of Internet Marketing may still require affiliate software designed specifically to track and manage affiliates. Still, Oracle Eloqua has extensive features and tools to scale your revenue and build strong customer relationships easily. Inside this platform, you have near-limitless capabilities to help your company grow faster than ever before.

11. is a powerful platform for converting leads into clients with engagement and streamlined conversion. Use this marketing automation platform to work faster and more brilliant for any size business. has features like email marketing, visitor tracking, live chat, and intelligent automation that are great for making your business more efficient. Along with analytics, is an affordable option to make your business stronger and more productive!

12. Engati

Engati is the best AI chatbot platform that all your customer conversations over WhatsApp, Instagram, Facebook Messenger, Slack, MS Teams, & 10+ other messaging applications, bringing everything under one view.


They offer native integrations to Zendesk, Freshdesk, Shopify, Google Calendar, JSON API, and much more. They also provide hands-on 100+ templates crafted specially for usecases like marketing, sales, support, HR etc.

With trusted brands like Jack Daniels, PwC, LivSpace, UK Gov, Cipla, iMile, Larsen & Toubro, GSK, etc. they won the CODiE award for the year 2021 in the Best AI-driven technology solution category. 


Customer journey management is an integral part of any marketing strategy. That’s why you should use tools such as marketing automation to help improve a user’s experience.

Every marketing automation software will have different features, so it is crucial to list the most important requirements of your company and then find a marketing automation software with the features you need.

Our list of top automation software has something for every size company. We hope you find the solution that fits your budget and requirements and provides additional support to your company.

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B2B customer journeys that begin at review sites are significantly shorter



B2B customer journeys that begin at review sites are significantly shorter

The B2B customer journey can be a long one, especially when the purchase of expensive software subscriptions is under consideration.

“The average B2B customer journey takes 192 days from anonymous first touch to won,” according to Dreamdata in their 2022 B2B Go-to-Market Benchmarks — a statistic described by co-founder and CMO Steffen Hedebrandt as “alarming.”

But the report also indicates that this journey can be significantly sped up — by as much as 63% — if accounts begin their research at software review sites, gathering information and opinions from their peers. Journeys that originate at a review site often lead to deals of higher value too.

Fragmented data on the customer journey. Dreamdata is a B2B go-to-market platform. In any B2B company, explained Hedebrandt, there are typically 10 or even 20 data silos that contain fragments of the customer journey. Website visits, white paper downloads, social media interactions, webinar or meeting attendance, demos, and of course intent data from review site visits — this data doesn’t typically sit in one place within an organization.

“We built an account-based data model because we believe that there’s such a thing as an account journey and not an individual journey,” said Hedebrandt. “So if there are two, three or five people representing an account, which is typically what you see in B2B, all of these touches get mapped into the same timeline.”

Among those many touches is the intent data sourced from software review site G2. Dreamdata has an integration with G2 and a G2 dashboard allowing visualization of G2-generated intent data. This includes filtering prospects who are early in their journey, who have not yet discovered the customer’s product, or who have discovered it but are still searching. This creates a basis for attributing pipelines, conversions and revenue to the activity.

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“Strategically, our ideal customer profile is a B2B software-as-a-service company,” said Hedenbrandt. “B2B SaaS companies are particularly ripe for understanding this digital customer journey; their main investment is in digital marketing, they have a salesforce that use software tools to do this inside sales model; and they also deliver their product digitally as well.” What’s more, it takes twice as long to close SaaS deal as it does to close deals with B2B commercial and professional services companies.


Read next: A look at the tech review space

The Benchmarks findings. The conclusions of the 2022 Benchmarks report is based on aggregated, anonymized data from more than 400 Dreamdata user accounts. Focusing on first-touch attribution (from their multi-touch model), Dreamdata found that customer journeys where a review site is the first touch are 63% shorter than the average. In contrast, where the first touch channel is social, the journey is much longer than average (217%); it’s the same when paid media is the first touch (155%).

As the Benchmarks report suggests, this may well mean that social is targeting prospects that are just not in-market. It makes sense that activity on a review site is a better predictor of intent.

Hedenbrandt underlines the importance of treating the specific figures with caution. “It’s not complete science what we’ve done,” he admits, “but it’s real data from 400 accounts, so it’s not going to be completely off. You can only spend your time once, and at least from what we can see here it’s better to spend your time collecting reviews than writing another Facebook update.”

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While Dreamdata highlights use of G2, Hedenbrandt readily concedes that competitor software review sites might reasonably be expected to show similar effects. “Definitely I would expect it to be similar.”

Why we care. It’s not news that B2B buyers researching software purchases use review sites and that those sites gather and trade in the intent data generated. Software vendors encourage users to post reviews. There has been a general assumption that a large number of hopefully positive reviews is a good thing to have.

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What Dreamdata’s findings indicate is that the effect of review sites on the buyer journey — especially as the first-touch channel — can be quantified and a value placed on it. “None of us questioned the value of reviews, but during this process you can actually map it into a customer journey where you can see the journey started from G2, then flowed into sales meetings, website visits, ads, etc. Then we can also join the deal value to the intent that started from G2.”

Likely, this is also another example of B2B learning from B2C. People looking at high consideration B2C purchases are now accustomed to seeking advice both from friends and from online reviews. The same goes for SaaS purchases, Hedenbrandt suggests: “More people are turning to sites like G2 to understand whether this is a trustworthy vendor or not. The more expensive it is, the more validation you want to see.”

About The Author


Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space.

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He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020.

Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.

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