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The Top-Rated Marketing Automation Software Platforms

by Ayaz Nanji  |  
January 7, 2016

What are the top-rated marketing automation products for small businesses, mid-market companies, and large enterprises?

To find out, TrustRadius examined 1,647 reviews of 20 leading marketing automation (MA) software platforms posted before Nov 30, 2015 by authenticated customers. MA solutions were defined by the researchers as tools focused on "digital campaign planning, execution, automation, and measurement" that "automate and scale repetitive marketing tasks and the subsequent analysis of those efforts."

Each platform was ranked based on two factors: research frequency (the number of pageviews for each tool on the TrustRadius site in the previous 30 days) and trScore (the average customer rating for each product weighted by freshness and source).

Below, key findings from the report by market segment.

Small Businesses

LeadSquared, eTrigue, Marketo, and HubSpot receive the highest ratings from small business customers (1-50 employees) of all the marketing automation products examined. HubSpot is the clear leader in terms of research frequency by prospective small business buyers.

Midsize Companies

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Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

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  • by Scott Wed Apr 18, 2018 via web

    Great article guys!

    Automation has become a controversial topic these days, and Iím so glad youíre writing about it.

    I work at a performance marketing agency, and clients ask about this a lot. Wanted to offer my $0.02:

    On the paid marketing side, we certainly try to automate as much science as we can, i.e., black and white tactics, hard truths, certain elements of bidding, and so on. Those things don't change, but the context around them changes. And true marketing experts understand context better than most machines do.

    Our job is to have deep empathy and perspective. To understand the context regarding what the tools are doing and how we're using them. That's more of an art, i.e., creative writing, image assets, testing, etc. And it takes a human being to understand why campaigns achieve (or don't achieve) certain results.

    We wrote about this on our blog, if you want to read more:

    Anyway, hope that adds to the conversation. Keep up the great writing!

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