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Marketers say the most important feature they look for when assessing a marketing automation platform is its integrations with other technology solutions, according to recent research from Demand Spring.

The report was based on data from a survey of marketing executives conducted in April and May, 2021.

Some 53% of respondents say integrations is a feature they look for when evaluating marketing automation platforms. Other top features include email marketing capabilities (45% look for) and lead management capabilities (44%).

Features marketers look for when purchasing a marketing automation platform

Marketers who use an automation platform say the top capability they wish it provided is stronger reporting (53% cite).

Capabilities marketers wish their automation platform provided

Respondents say the feature they currently use most in their marketing automation platform is its email capabilities (79% use).

Features marketers use most in their automation platforms

About the research: The report was based on data from a survey of marketing executives conducted in April and May, 2021.

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ABOUT THE AUTHOR

image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. 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