Marketing Automation software is used by marketing professionals to streamline, automate, and measure marketing activities. These solutions enable marketing departments and organizations to more effectively plan, coordinate, and market across multiple channels online including email, social media, and websites. Marketing automation solutions help increase operational efficiency by removing the need for users to carry out repetitive tasks for marketing actions such as email campaigns, social media postings, lead scoring, and more.
In addition to increasing efficiency and reducing human error, marketing automation tools allow marketing professionals to set their focus on strategic marketing plans, and the quality of campaigns. Teams are able to enhance the realization of crucial tasks such as the development, management, and analysis of marketing campaigns and customers, customer data organization and storage, and the transition of contacts from leads to customers.
Marketing teams can connect multiple touch points and marketing channels with the core goals of generating high quality leads, and nurturing prospects for the long-term. Typically, marketing automation platforms offer key features or add-ons such as an email marketing platform, customer relationship management (CRM), a content management system (CMS), website visitor tracking, campaign management, engagement analytics, social media integration, lead management, A/B testing, and reporting.
The advanced workflow automation of internal marketing processes allows platform administrators to set up a series of rules for planning, budgeting, and approvals, as well as calendars and scheduling, internal collaboration, and digital asset creation and management. Users can set up rules to trigger action items for sending email campaigns or newsletters, message journeys, social media posts, email blasts, and more, enabling marketers to deliver relevant content to relevant individuals, at relevant times.
Through the use of marketing intelligence tools such as tracking codes in webpages, social media, and email, organizations are able to gain a better understanding of their customers by tracking and analyzing their behavior when interested in a product or service. By collecting data on a prospect’s interests and goals, marketers are able to add personal touches to campaigns and create custom-tailored offers. Organizations can segment and manage customers by common interests, demographic details, and interactions for more accurately targeted responses.
GetApp's quarterly ranking showcases the top 25 Marketing Automation apps based in the cloud. Each app is scored using five factors, worth 20 points each, for a total possible score out of 100. These factors include user reviews, integrations, mobile app availability, media presence, and security. Each app's score is independent of commercial interests and existing relationships that GetApp has with app vendors.
Scroll down for more details about how we calculate scores.
GetApp's Category Leader ranking is for business owners and decision makers looking for a comprehensive list of the leading cloud-based software products in the industry.
The ranking serves as a point of reference highlighting key factors that small businesses should look at when assessing a piece of software. These factors include user perception (reviews), compatibility (integrations and mobile compatibility), market presence (media presence), and security features (security).
An app's score is calculated using five unique data points, each scored out of 20, giving a total score out of 100. The ranking and scoring methodology ensure complete impartiality and independence from any relationships that GetApp has with app vendors.
Review scores are calculated using reviews collected from GetApp and its sister sites, Software Advice and Capterra. Scores are calculated based on the total number, average rating, and recency of reviews.
The number of reviews and average user rating are scaled against the category average. A weighting is then applied to reward recency of user reviews: reviews written in the last 6 months score up to 10 points, those written between 6 and 12 months ago score up to 6 points, and those more than 12 months old score up to 4 points. These numbers are added together to give a total maximum score of 20.
Integration scores factor in a number of variables. Up to 16 points are awarded based on the number of integrations an app has; the first 10 points are awarded based on the number of integrations relative to the category average, while 4 points are awarded based on the number of integrations relative to the leaders in the category. An additional 5 points is awarded for an integration with Zapier, a widely used software integration platform, while an extra point is given for having an open API. The total possible score for integrations is 20 points.
Mobile scores are calculated based on the availability of an iOS and Android app. 5 points are awarded for the presence of each app, with an additional 10 points being awarded for the number and average rating of reviews in both the App Store and Google Play. These review scores are calculated and scaled against the competition for a maximum of 5 points per platform and an overall maximum score of 20.
If there isn't a native iOS or Android app, the product's website is assessed using Google's PageSpeed Insights to measure mobile usability. The score is returned out of 100, then scaled to a score out of 5 for a maximum of 5 points.
Media presence is calculated using the number of Twitter followers and Facebook fans that an app has. The number of fans and followers are added together, and each app is scored based on this overall number, compared with others in the category. The first 15 points are awarded for the combined number of followers and fans scaled against the category average, while the final 5 points are awarded for the combined number of followers and fans scaled against the top leaders in the category. These two scores are added together for a total out of 20 points.
Security scoring is calculated using answers from a vendor-completed survey. The questions in the survey are based on the Cloud Security Alliance self-assessment form as part of the Security, Trust & Assurance Registry. With 15 questions, each answer is assigned a point value based on vendor response, with additional points given for security certifications, for a maximum possible score of 20.
In the event of a tie, each data point is weighted for importance, with security taking precedent, followed by reviews, integrations, mobile apps, and media presence, respectively.
*All data points combining calculations for both ratings and reviews are calculated using a Bayesian estimate, which is a weighted average that includes the number of reviews and the rating of an app, benchmarked against others in the category.