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

Maintaining trust in a sceptical world: The power of brand trust

The faith people have in brands creates opportunity for those brands to become trusted advisors. In turn, this builds success by increasing the brand’s profile, letting it broaden its product offering and driving stronger customer loyalty.

Dan Ratner

managing director, uberbrand

When growth stalls: How to boost growth in large organisations

The push to start new businesses continues. In Q1 2017, the number of seed and angel deals increased by 1.4 per cent compared to Q1 2016.

Con Frantzeskos

CEO, Penso

Why we need diversity in marketing

​When we read articles about the need for increased diversity in marketing land, it is often through the lens of gender.

Jodie Sangster

CEO, ADMA

Interesting insight, well explained and the examples are just apt.Thanks for sharing!

FreshMindIdeas

The politics of branding - Brand science - CMO Australia

Read more

When the world that we live in floods with gigabytes of content every day, we have to learn to be selective about it. Such educational we...

Paulina Cameron

ADMA launches education program to tackle viewability, ad fraud and brand safety

Read more

Hi, i am an Aistralian ALK patient, been on xalkori dec 13 to oct 15 and achieved remission of disease, since been on Ceritinib until no...

gary packer

Pfizer Australia adopts AI-powered digital analyst tool for sales and marketing decision making

Read more

Hi James, shouldn't marketers also be focusing on collecting and utilizing up to date first-party profiling data on customers so that mes...

Tom

3 ways customer data can increase online sales conversion

Read more

Wouldn't reconnecting with younger consumers be in direct contravention of the code on alcohol advertising?

Tim Palmer

Vodka Cruiser reconnects with younger consumers via category-first Facebook Live campaign

Read more

Latest Podcast

Getting Intimate with CX Ep 5: Tammy Marshall, founder, The B Hive

How much of customer experience is having the foresight to know what those individuals might like, versus asking them? In Episode 5 of this new podcast series, BrandHook MD, Pip Stocks, talks with Tammy Marshall about the importance of asking your customers questions, how consistency plays a role in engagement, but how the unexpected adds extra value.

More podcasts

Sign in