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

Blog Posts

Taking performance cues from east Asian markets

As the ‘Asian century’ becomes ever more prevalent and the Fourth Industrial Revolution gathers speed, marketers are having to surf a tidal wave of creative destruction. The choice is stark: Embrace change, or resign yourself to a Darwinian fate.

Dr Chris Baumann

Associate professor, Macquarie University

Searching for social and marketing data

Many marketers, agencies - and everyone in between - get caught up on bubble references and data points. They’ll use Facebook best practice as the only best practice for Facebook executions and only consider metrics and responses of the one channel they’re expected to deliver on.

Isaac Lai

Connections strategy lead, VMLY&R Sydney

Why Australia needs more leaders

A few weeks ago, our Prime Minister, Scott Morrison took it upon himself to tell companies and their CEOs where to go when it came to societal issues. It wasn’t an organisation’s place to get involved. Instead, he said it should be left to governments to solve societies challenges.

Dan Banyard

Managing director, Edentify

Congratulations! So good to see a business turnaround with a good omni channel email lead strategy.Antanthonyidle.com

Anthony Idle

How Total Tools overhauled its omnichannel marketing

Read more

Well, you can always improve your service. Your customers will appreciate your efforts.

Mike Thompson

Report: Australian customer experience good but not great

Read more

Thanks for sharing! Terracotta Jewellery Online Shopping Ethnic Jewellery Online Shopping

Cotton Sarees Online

How data is driving the customers of a lifetime for BaubleBar

Read more

Informative blog. Xero is a well-known revolutionized accounting software, specifically developed to provide best User Experience and mak...

NavkarConsultancyServices

Xero evolves to fit a changing marketplace

Read more

>Writes article about how to show diversity in an authentic way>All featured opinions are from white women

Jennifer Metcalfe

Food for Thought: How can brands show diversity in an authentic way?

Read more

Latest Podcast

More podcasts

Sign in