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What is a marketing automation software?

A marketing automation software is a cutting-edge system that is predominantly used by marketers.  Marketing automation has well and truly cemented its place in the digital era we are living in.

A marketing automation tool helps marketing teams to:

  • Collect customer data
  • Analyze lead behavior
  • Evaluate campaign performance
  • Enhance marketing efficiency

In the current scenario, marketing automation software is a vital resource for B2B and B2C sales and marketing departments. Marketing automation tools are widely compared to customer relationship management (CRM) software as they have similar functionalities.


It is important to understand that CRM platforms are widely used by sales departments whereas marketing consulting software is used to accelerate marketing efforts. There are many misconceptions pertaining to marketing automation tools and what they do.

What are the common marketing automation features?

With a plethora of marketing automation platforms on the market, you can lose your way of identifying the features that you are really looking for.

The good news is that there are a few common features that overlap between various marketing automation tools.

They include:

  • Email marketing automation

Email marketing is one of the basic features offered by most vendors offering a marketing automation solution. Some of the most advanced platforms enable email automation after a prospect takes an action.

Marketing teams can make use of tools to edit, create, embed forms on a website for high email outreach and lead generation.

  • Lead nurturing

Lead nurturing is a common feature offered by some of the best marketing automation systems. It allows businesses to bifurcate, track, and engage with leads to convert a potential lead to a paying customer.

  • Social media automation

Social media apps such as Buffer and Hootsuite can be classified as marketing automation tools. However, they do not offer the full range of functionalities provided by a full marketing automation platform.

Marketing automation solutions provide a mix of both, social analytics and social media scheduling. Users can assess the engagement of each post and identify content that is performing well. Some features enable users to schedule posts, track audience posts, and identify customers who share your content.

  • Analytics and reporting

One of the biggest advantages of using automation for marketing is getting your hands on in-depth analytics. Marketing automation software offers custom dashboards that provide granular visualization of your campaign’s key metrics.

Review of key marketing automation platforms

ToolsMetric is your one-stop platform that provides detailed reviews of important business tools. We dissect the different features of a range of marketing automation solutions and help users compare them.

Users can compare the different features, prices, integration, and other metrics of important automation tools and choose a tool that fits their needs.

The comparison feature is very useful to compare different tools and extremely user-friendly. You can select the metrics you want to compare and let us do the rest for you.


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