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!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

yes AI should be a course so many People Use AI https://g-techsolutions.com...

M Abdullah Khan

Is AI on course to take over human creativity? - Modern creative - CMO Australia

Read more

Extremely informative. One should definitely go through the blog in order to know different aspects of the top retail technology.

Pooja Gupta

Donut King takes in-store marketing to the next digital level

Read more

this is very benefit for us we can through all the thing in this and its very benefit for city personhttps://g-techsolutions.com...

M Abdullah Khan

What does the Oculus Rift launch mean for marketers?

Read more

as we all known AI is very spread and alot of companies used ai and we take alot of work from AI https://g-techsolutions.com...

M Abdullah Khan

Making sense artificial intelligence - Food for thought - CMO Australia

Read more

virtual marketing have as much benefits as also disadvantageshttps://g-techsolutions.com...

M Abdullah Khan

The ethical debate facing marketers around virtual reality - Data-driven marketing - CMO Australia

Read more

Blog Posts

Brand storytelling lessons from Singapore’s iconic Fullerton hotel

In early 2020, I had the pleasure of staying at the newly opened Fullerton Hotel in Sydney. It was on this trip I first became aware of the Fullerton’s commitment to brand storytelling.

Gabrielle Dolan

Business storytelling leader

You’re doing it wrong: Emotion doesn’t mean emotional

If you’ve been around advertising long enough, you’ve probably seen (or written) a slide which says: “They won’t remember what you say, they’ll remember how you made them feel.” But it’s wrong. Our understanding of how emotion is used in advertising has been ill informed and poorly applied.

Zac Martin

Senior planner, Ogilvy Melbourne

Why does brand execution often kill creativity?

The launch of a new brand, or indeed a rebrand, is a transformation to be greeted with fanfare. So why is it that once the brand has launched, the brand execution phase can also be the moment at which you kill its creativity?

Rich Curtis

CEO, FutureBrand A/NZ

Sign in