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The Best B2B Marketing Automation Platforms To Demo in 2022

Marketing Automation is a crucial enabler of B2B Marketing, offering timely and relevant content to engage your audience across multiple channels.

The marketing automation space has evolved significantly in recent years. There are now options for marketers who need a little extra personalization or those searching for the right solutions for channel integration, data management, and reporting. In addition, some systems offer more complex program orchestration, multichannel capabilities, social media integration, and marketing mix modeling.

Marketers are looking for the right B2B marketing automation platforms to launch campaigns that will resonate with their audiences – whether through email, web, or mobile communications.
Here is our shortlist of B2B marketing automation systems on the market today.

Acoustic

What is it?
An emerging Marketing Automation as a Service that provides marketers with cloud email automation and marketing functionality.

Website: https://www.acoustic.com/

Key Features?
Developed by veteran marketing automation experts, Acoustic offers marketers a single integrated system that helps create targeted messaging across multiple channels.

Acoustic is all about combining the power of email with social media to drive engagement and conversions. Through its intelligent segmentation feature, marketers can use the platform to schedule communications like content sharing, blog posting, and campaign monitoring. In addition, Acoustic helps marketers manage and optimize content by tracking views, opens, and social sharing.

Why is it useful?
In an agency environment, Acoustic can help marketers use email, social media, and display ads to share targeted content across the different stages of the funnel.

Act-On Software

What is it?
In June 2016, Act-On acquired FeedVisor to provide automated webinar marketing services.

Website: https://act-on.com/

Key features?
Act-On offers a B2B Marketing Automation platform that allows marketers to increase sales and improve customer engagement through multichannel marketing.
It offers a full suite of applications, including email marketing, web personalization, automated campaigns & lead management that allow marketers to activate audiences at scale through targeted messaging.

Why is it useful?
Act-On’s platform enables marketers to deliver personalized touchpoints across email, website, and social media channels. Its integrated solution allows for more effective cross-channel communication while optimizing resources.

Autopilot

What is it?
Autopilot provides a complete marketing automation platform that enables marketers to design, automate and report on multichannel campaigns at scale.

Website: https://autopilotapp.com/

Key features?
Autopilot enables marketers to create targeted email campaigns sent on a schedule or triggered by customer actions. It also gives the ability for multichannel coordination across different channels, including social media and direct mail.
Autopilot’s platform enables organizations to build robust marketing automation strategies while eliminating manual tasks for increased efficiency and accuracy.

Why is it useful?
Autopilot offers marketers the ability to create targeted, relevant campaigns at scale, allowing for more personalized engagement with customers across different channels. In addition, marketers can use Autopilot to design, execute and measure campaigns that drive sales and increase marketing efficiency.

HubSpot

What is it?
HubSpot provides a complete inbound marketing software platform that enables companies to connect with their audiences and manage all buyer journey stages from leads through revenue.

Website: https://www.hubspot.com/

Key features?
HubSpot offers a full suite of tools, including website personalization, lead nurturing, sales and marketing automation, social media management, and ongoing analytics. The platform also features a robust CRM that enables marketers to connect with leads across different channels through email, phone calls, and web chats.

Why is it useful?
HubSpot provides an easy-to-use marketing automation platform that allows marketers to manage the entire customer lifecycle from lead generation through conversion. Its integrated tools enable greater productivity while providing an ongoing tracking system for reporting on campaign performance. In addition, marketers can use HubSpot’s built-in e-commerce functionality and digital storefronts to easily create personalization without relying on outside partners like developers or programmers.

iContact

What is it?
iContact offers a complete suite of products, including email marketing, autoresponders, event marketing, and landing pages, enabling companies to deliver relevant content to their audience. Its platform is designed specifically for marketers with limited budgets to build relationships with customers through email campaigns.

Website: https://www.icontact.com/

Key features?
iContact’s Marketing Automation Platform offers powerful tools including lead management, contract governance, and sales force automation at affordable prices, making it ideal for small businesses or startups without large marketing departments. Its easy-to-use dashboard allows business owners to quickly create targeted messaging using templates based on industry demographics & behavioral data analysis. Marketers can also measure campaign performance over time to refine strategies and optimize resources.

Why is it useful?
iContact is one of the most affordable marketing automation platforms on the market, making it ideal for smaller businesses with an emerging marketing strategy or larger companies with limited budgets.

Keap

What is it?
Keap is a full-featured marketing automation platform that enables marketers to track and measure the impact of content across digital channels for identifying new business opportunities. Its software is designed specifically to address the needs of mid-sized businesses and large enterprises that want to drive marketing results.

Website: https://keap.com/

Key features?
Keap offers both on-premise and cloud-based options for customers, with a robust analytics suite built-in so marketers can create custom reports over time. In addition, marketers can identify customer preferences and behavior through targeting relevant content across all marketing channels, including email, social media, mobile, display advertising, and video.

Why is it useful?
Keap’s advanced marketing analytics help marketers target content based on specific behaviors or preferences to optimize campaign performance. Unique features include its built-in A/B testing tool that enables marketers to test multiple versions of landing pages to discover which works best for achieving conversion goals while reducing cost per lead. Marketers can also use Keap’s predictive algorithms to identify business opportunities by tracking customer behavior over time.

Mailchimp

What is it?
Mailchimp is a marketing automation platform that enables marketers to turn their website visitors into customers. Many businesses use Mailchimp as an e-commerce strategy for establishing and growing relationships with customers by sending targeted newsletters and automated campaigns.

Website: https://mailchimp.com/

Key features?
Mailchimp offers a free marketing automation platform for small businesses or startups looking to try out its features before making a more significant commitment. Marketers can create personalized content such as targeted emails, landing pages, and social media posts using the software’s interface, enabling the drag and drop creation of templates based on customer demographics or behavior. It also comes built-in with social media management tools for creating, scheduling, and publishing posts across all networks.

Why is it useful?
Mailchimp is one of the most affordable marketing automation platforms on the market, making it ideal for startups or smaller companies who need powerful features without big price tags. It also comes built-in with social media management tools for creating, scheduling, and publishing posts across all networks.

Marketo

What is it?
Marketo is a comprehensive platform that offers marketers an end-to-end solution for managing every aspect of their digital campaigns, including website personalization & visitor tracking through its SaaS-based software as a service (SASS) technology set. In addition, it enables marketers to identify new business opportunities by building targeted personas based on customer data to drive performance.

Website: https://www.marketo.com/

Key features?
Marketo’s platform comes with several built-in features, such as its Marketing Operations Center (MOC), powered by Machine Learning for anomaly detection and predictive analytics that enable marketers to create customer personas based on demographic data. Marketers can use the MOC functionality to plan, execute and measure their digital campaigns across all channels, including email, social media ad networks, display advertising, and mobile.

Why is it useful?
Marketo’s solution makes it easy to segment and personalize website content for each visitor. In addition, its advanced analytics provide data-driven insights on campaign performance that can optimize future activities. Its comprehensive functionality also includes direct integration with Salesforce software suites making it easy to upload email lists into the system for targeting customers in real-time.

Mautic

What is it?
Mautic is a marketing automation platform based on open-source software that enables marketers to automate email, social media, and push notifications. It is built in PHP code with a MySQL database and uses WordPress for its CMS interface.

Website: https://www.mautic.org/

Key features?
Useful add-ons include Mautic’s newsletter manager, which enhances email delivery through its tracking capabilities that enable marketers to determine when subscribers view their messages when they open them or click links contained within them. Other valuable features include automated post-scheduling tools for posting content directly to various social networks, including Facebook, Twitter, YouTube, and Google+. In addition, its Automated Campaign Builder allows users to create custom autoresponders and drip campaigns using a drag and drop interface.

Why is it useful?
Mautic’s open-source software makes it highly cost-effective to run, requiring no installation of additional business services. In addition, its functionality can be extended by using its range of add-ons and plugins, which provide enhanced features such as targeting, tracking, and marketing automation functionalities.

Oracle Eloqua

What is it?
Oracle Eloqua’s platform offers subscription and pricing plans and features a quick start pack to help marketers get up and running in less than two hours. Its functionality includes email marketing automation, social media management, web forms, and lead scoring through “best practice” AI message creation technology based on machine learning algorithms that adapt messages for each recipient’s individual needs.

Website: https://www.oracle.com/cx/marketing/automation/

Key features?
Useful analytics include Lead Scoring, allowing marketers to assign points to leads based on their actions, prioritizing the most promising leads next time they are ready to close a deal. In addition, its Customer Journey feature automates sending personalized messages to customers based on their interaction with previous messages. The software also integrates with other Oracle technologies, including its E-Commerce service for cross-selling and up-selling products directly through its marketing automation platform.

Why is it useful?
This solution combines both B2B and B2C functionality to provide an integrated business offering that can be used by all departments, including sales, marketing, customer service, IT, and finance. Features include integration with Salesforce making it easy to carry out automated lead follow-ups based on interactions between different parts of the business. In addition, by tacking each buying cycle stage, marketers can develop more personal relationships with customers, creating stronger clienteles retained into the future.

Salesforce Pardot

What is it?
Salesforce Pardot’s marketing automation platform falls under the Salesforce umbrella and benefits from being a part of a company that provides one of the world’s most comprehensive cloud computing platforms. The solution includes an easy-to-use template editor for creating stunning email marketing campaigns and web tracking functionality through its integration with Google Analytics. Pardot also offers mobile capabilities enabling marketers to send SMS messages, coupons, and reward programs directly from their mobile devices, making them attractive to retailers who wish to communicate with customers on the move.

Website: https://www.pardot.com/

Key features?
Pardot’s lead scoring system is based on the number of emails sent to leads instead of equally distributing points across all leads regardless of how they interact with your business. Features include an easy-to-use interface for users at all levels, pre-filled demographic data making it easier to track leads, and email templates that non-technical staff members can easily customize within minutes.

Why is it useful?
Integration with other Salesforce solutions, including Sales Cloud, provides a complete marketing automation platform allowing users to extract valuable customer insights from Salesforce CRM, enabling them to carry out highly targeted campaigns. Pardot enables marketers to manage lead generation, nurture prospects through nurturing campaigns until they are ready for purchase, and facilitate moving customers the funnel into new opportunities after their previous purchase. In addition, the platform provides user-friendly functionality accessible to all employees in a company and allows them to communicate with customers in an agile and flexible manner.

SharpSpring

What is it?
SharpSpring helps businesses to find new customers through website tracking and social media campaigns. Its marketing platform features in-depth analytics on the actions of visitors to any business’ website allowing them to track how many people viewed each section, where they came from, and what content was most effective for conversion. In addition, website visitors can be tracked using a range of call-to-action buttons integrated within websites and linked with personalized email addresses, encouraging them to leave their information.

Website: https://sharpspring.com/

Key features?
SharpSpring’s website tracking tool integrates trackable social media links to create an all-encompassing approach to lead generation. In addition, the platform provides detailed reports on what is working within your marketing campaign and how it can be improved through its real-time data collection functionality. It also offers full refunds if users are not satisfied with the software, allowing them to get their money back without any questions asked.

Why is it useful?
SharpSpring provides businesses with access to a library of website templates that can be used as the basis for email marketing. This allows staff members without any knowledge of coding or design skills to create stunning emails with ease. In addition, SharpSpring offers detailed reports on visitor activity, including information on what they did before reaching your website and how they interacted with key pages within it. The platform also provides lead intelligence, including age, gender, and browsing history, allowing for targeted communication between the business and its prospects.

Sugar Market

What is it?
Sugar Market helps businesses identify new customers through engagement with customers, visibility of sales pipeline status across the company, and an intuitive dashboard. Features include a CRM allowing users to track prospects, opportunities, and lead entities as they move through the funnel allowing management easily to forecast future revenue. In addition, the platform includes an integrated email marketing functionality enabling users to create and send personalized marketing campaigns and Facebook adverts.

Website: https://www.sugarcrm.com/

Key features?
Sugar Market provides a CRM that allows businesses to manage prospects, opportunities, and leads as they move through the funnel stage by stage until purchase or cancellation. This offers the opportunity to analyze where customers are in the sales funnel and refine marketing activities to engage with prospects effectively. In addition, Sugar Market provides an integrated solution allowing all employees to access the same database of leads, eliminating duplication costs.

Why is it useful?
Sugar Market enables businesses to create targeted campaigns through its CRM functionality, allowing them to track campaigns and determine whether they are working or not. It offers a built-in email marketing feature enabling users to create and send personalized emails as part of a campaign. In addition, its lead management functionality allows businesses to see the status of their prospects, all on one dashboard.