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Which marketing automation solution is rated best by users?

5th Dec 2014
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G2 Crowd, a review and ranking site for marketing and CRM tools, has released its latest Grid report into the marketing automation market.  

The Grid, based on the collation of over 2,200 reviews for marketing automation tools, found HubSpot earned the highest customer satisfaction score among like-for-like products.

Pardot (Salesforce owned), Act-On, Marketo and Eloqua (Oracle owned) were named as market ‘leaders’ with similarly high scores.

The ranking factors for customer satisfaction reported by users, and vendor market presence determined from social and public data to rank products, including marketing automation suite products.

Satisfaction rankings are generated from the user reviews, and market presence is calculated from vendor size, market share, and social impact. Based on a combination of these scores, each software solution is categorised as a Leader, High Performer, Contender, or Niche.

However, the category excludes products that are targeted towards one specific area of marketing, such as email or social marketing.

Across all marketing automation platforms, reviewers reported the product they use meets their requirements at an average rate of 84%, and on average reviewers said they were 84% likely to recommend the product they use – an excellent appraisal for a solution type that has experienced a chequered history to date, having been pronounced dead in some industry circles, in 2011.       

However, marketing focus has shifted significantly to become more data-driven in recent years, and marketing automation platforms have experienced a resurgence in the last 12 months as a result; driven by the growing need for personalisation tools for campaigns, as well as the consolidation of the major vendors in the marketing cloud space.

Hubspot has had a particularly fruitful 2014, having experienced a successful IPO in October. The platform, which provides a collection of dashboard-based inbound marketing products, received a number of good reviews through G2 Crowd:

“Hubspot brings not only the best software platform for managing an entire marketing campaign, but also the best support and training available,” said one reviewer. “The tightly integrated platform allows a campaign manager to easily transition within the tools and after, what we like to refer to as, hand-held analysis, allows a marketer to quickly identify strategies needed to implement a more successful approach.”

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