User review-based report shows marketing automation favourites

New authenticated user report on marketing automation software platforms suggests social functionalities remain an area requiring improvement for software vendors

A new report based on authenticated user reviews of marketing automation platforms has suggested social listening and advertising capabilities are still areas requiring improvement.

According to the new 2016 Marketing Automation Software Grid from US-based business software review platform, G2 Crowd, vendors leading the field for their strong customer satisfaction scores and market presence were HubSpot, Pardot (Salesforce), Marketo, Act-On, Oracle Eloqua and iContact Pro. Of these, HubSpot earned the highest overall satisfaction score as well as the highest overall market presence score.

In addition, 14 vendors were listed as ‘high performers’ within the rankings, receiving strong customer satisfaction scores but recording a smaller market presence. These included LeadSquared, Salesfusion, Autopilot, Net-Results and GreenRope.

The Grid also included a ‘contenders’ category, featuring several enterprise-grade vendors such as IBM Unica, Adobe Campaign, Silverpop (IBM) and Infusionsoft, as well as a ‘niche’ quadrant, featuring Teradata, CallidusCloud, ONtraport and Plumb5.

The Grid was determined using customer satisfaction data reported by authenticated users, along with vendor market presence determined from social and public data. The latest report stemmed from more than 3400 marketing automation reviews, and products ranked had to receive at least 10 reviews to be included.

While the rankings could be considered subjective and be swayed by the size and scope of users deploying these platforms, the report also shared several insights that point to the ongoing development and expansion of these marketing automation platforms, as well as their strengths and weaknesses.

For example, social functionalities in marketing automation software were rated slightly lower than other features, with average satisfaction ratings for social listening and social advertising at 75 per cent and 71 per cent, respectively.

In contrast, scores for segmentation and lead scoring leapt year-on-year, suggesting that vendors have been making improvements to these features within the platforms.

What was also clear was the importance of customer service. G2 Crow said products with a steep learning curve and long implementation times required a high quality of support in order for users to make the most of the software. Key to users were fast response times, product forums and additional learning materials.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the newsletter!

Error: Please check your email address.
Show Comments

Blog Posts

The competitive advantage Australian retailers have over Amazon

With all of the hype around Amazon, many online retailers have been trying to understand how they can compete with the American retail giant.

Joel Milligan

Performance manager, Columbus Agency

How to become the customer experience custodian

The number one objective enterprises give for embarking on a digital transformation is to improve customer experiences with new engagement models, according to IDC’s 2017 global study.

Fear not: It's only a robot

Every time I pass through the automated border controls at the Sydney airport I walk away with a feeling of exasperation on the one hand and relief on the other. Exasperation, because the face recognition technology inevitably always fails to recognise me. Relief, because we seem to be safely years away from the Orwellian reality of states controlling every aspect of our lives; something the media is keenly warning us against each day.

Dan Kalinski

CEO, iProspect Australia and New Zealand

And to add after looking at event pictures plus, observing all AU's visible Blonde Bimbos (think Julie Bishop to this Georgie Gardnerare)...

absolutelyconcerned

In pictures: CMO 50 2017: The who's who of Australian marketing leadership

Read more

CMO 50 2017 announcement mentioning "innovation". I checked date and its November not April so its wasn't an April Fools' Joke. Australia...

absolutelyconcerned

In pictures: CMO 50 2017: The who's who of Australian marketing leadership

Read more

I worked at Momentum when the transformation started way back in 2013 (not 2015 as stated in the article). It was a painfully slow and co...

Jay

How Momentum Energy has transformed its entire business to be customer-led

Read more

Another buzzword thoughtlessly latched onto, without any thought for the implications on the organisations that have to lumber through th...

Tired

Rolling out agile marketing at Deakin

Read more

Useful., also don’t miss out on these 5 features of Adobe Experience Cloud - Visit here > http://www.softcrylic.com/b...

Sunil Joseph

Adobe debuts Advertising Cloud, Experience Cloud

Read more

Latest Podcast

More podcasts

Sign in