Both HubSpot and Pardot offer a vast array of functionality that should suit your business regardless of how intricate your marketing strategy might be. We found HubSpot to be better equipped for small businesses that are steadily growing their marketing activity, whereas Pardot is ideal for large enterprises with complicated marketing plans already in place. In total, we tested 10 marketing automation tools, each of which offer some unique features that make them stand out from the field.
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Autopilot is simple and visual customer journey software. We help you capture and convert new leads, connect with customers, and create loyal repeat buyers. LAUNCH IN MINUTES Autopilot’s visual canvas for creating customers journeys is inspired by drawing campaigns on a whiteboard. Whether you need to follow up with new contacts, qualify and assign leads to sales, or onboard customers, you can automate your marketing simply by dragging and connecting shapes together in just a few minutes. INTEGRATE POPULAR TOOLS Connect Autopilot with tools like Salesforce, Facebook, Segment, Slack, Typeform, Twilio, and Zapier. Or plug in your own using our API. By centralizing your data, you can create a personalized experience based on interests and behavior. Instantly trigger automated journeys to assign leads in Salesforce, follow up after LiveChat conversations, or add customers to a Facebook Custom Audience. CREATE MULTI-CHANNEL EXPERIENCES Create a better experience for you customers by sending targeted emails, in-app messages, SMS, and postcards at the right time in their journey. Allow subscribers to opt-in by texting a keyword to a number. Notify active customers of a new product feature when they log in to your app. Celebrate milestones or offer a special discount by sending a postcard as easily as automating an email. TRACK AND OPTIMIZE PERFORMANCE Set a goal for every journey to get insight into which messages convert and how journeys are trending. Track your performance in real-time, run A/B test experiments, and quickly optimize based on results. Autopilot has helped the Equality Campaign in Australia win the YES vote on gay marriage. It’s helped Microsoft communicate with and onboard new developers. It’s helped Patreon connect and educate creators to give them new revenue streams. And it’s helped hundreds of startups tell their story and grow their businesses. Are you ready to launch your next customer journey? We offer a 30-day free trial so you can try it out, no credit card required.

Instead, the company is focused on nurturing brand-to-audience relationships. The idea resonates with HubSpot’s thought leadership that we presented earlier. Content is a marketing pillar. It’s trustworthy, value-driven, and compelling. Coupled with marketing automation software, content can amplify the success of your relationship-building efforts.


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Now take the example of a much smaller company. The company’s 20 sales reps might have an on-demand sales force automation system, and the company might have one marketing rep who manually collects, scores and transfers leads. But as the leads grow or become more complex due to multiple products or sales regions, the marketer will need an automation platform from which to plan programs and execute campaigns. Again, the marketing automation system is the tool for the job. 																

Sailthru helps modern marketers at leading retail and media companies build deeper, longer-lasting relationships with their customers. Sailthru personalizes individual customer experiences across digital communication channels—in email, on a brand’s website and in their mobile applications. Sailthru-powered 1:1 relationships with consumers help drive higher revenue, improve customer lifetime value and reduce churn.

Lululemon Athletica Inc. (No. 90) faced a barrage of angry comments on Facebook late Thanksgiving evening, in which shoppers complained about the site being down or items disappearing from their shopping carts. It responded to multiple complaints and wrote, “Our team is working with all their might on sorting out this issue.” Lululemon.com is back up and running now.
Because of the constant influx of marketing emails to their inboxes, buyers have begun to block out many  of these communications, whether through inbox filters or a subconscious disregard for irrelevant messages. Instead, these buyers are doing Google searches, and asking their friends for recommendations. They’re tapping the social media community for advice and browsing your website to see if your business offers a solution fit for their challenges. If you’re only communicating with these leads through email, you’re not only missing out on an opportunity to reach your leads via multiple channels during various parts of the decision process, you’re also ignoring a slew of behavioral data points they’re giving you about their needs and interests.
Workarea Commerce Platform says—across more than 700 e-commerce websites that use its e-commerce platform service—mobile’s share of revenue of consumers shopping via mobile was up 6% year over year on Thanksgiving Day. In addition, mobile’s share of traffic dominated again this Thanksgiving day driving 61% of total traffic, up 5% from our data last year, according to Bill Tarbell, vice president of marketing at Workarea. He also notes that sales from consumers shopping on desktops fell to 49% of total revenue, a drop of nearly 5% compared with Thanksgiving 2017.
Adobe said Cyber Monday's growth this year was driven by strong mobile purchasing, which hit record levels at $2.2 billion in sales, and by "buy online, pickup in-store," which it calls BOPIS. Adobe says it tabulates its holiday stats by tracking 80 of the top 100 US online retailers, including analysis of over 1 trillion visits to retail sites and 55 million products.
However, the term “marketing automation” has become a buzz-word, where marketers seek out marketing automation software under the impression that all of the digital marketing tools necessary for growth, including those needed to generate new leads, roll up under the hood of marketing automation. This misconception leaves many marketers with sophisticated tools to automate the middle of their funnel, but no solution to generating new leads to nurture in the first place.
Iterable is the growth marketing platform that enables brands to create, execute and optimize campaigns to power world-class customer engagement across email, push, SMS, in-app and more with unparalleled data flexibility. An integrated, cross-channel solution—built for marketers, trusted by engineers, designed with intelligence. Lifecycle Marketing Made Simple Engage your customers at each touchpoint of their buying journey—from sign-up to check-out and beyond. Drive user activation, nurture, and reactivation with relevant cross-channel messaging. Warmer Welcomes Activate consumer attention and interest with stand-out content that makes an impactful first impression. Get new customers acquainted with your products and services with personalized welcome, trial and onboarding campaigns. Next-Gen Nurture Captivate customers to build rapport for the long term and strengthen their relationship with your brand. Stay top-of-mind with targeted sales, promotions, announcements and product updates across all the channels that matter most to your audience. Robust Re-Engagement Keep customers coming back for more by reactivating their interest to drive retention and loyalty. Deploy cart abandonment campaigns to complete more checkouts, then trigger post-purchase or renewal sequences when the time is right.
In addition to an organic integration with Salesforce, Pardot offers one of the cleanest user interfaces (UIs) and one of the largest variety of prebuilt templates on the market. But its best features are designed to improve your workflows once they've been created. For example, you can pretest the process of an automated program to see how it reacts. This is essentially a fire drill automation campaign to ensure your complex branching doesn't lead to a dead end or a duplicate email. Pardot also lets you schedule social media campaigns and post in real time to Facebook, LinkedIn, and Twitter simultaneously. If you really want to manage your marketing program from within one solution, then Pardot also offers a search marketing tool that plugs into Bing, Google, and Yahoo. You can check search engine rankings, monthly volumes, and ranking difficulties as well as run competitor analysis and monitor your paid search campaigns. No other tool we reviewed offers search marketing functionality.
Userfox works primarily with tech companies, so if you’re in the industry, you’ll be in good company. Like Customer.io, userfox has a lightweight interface and is designed to trigger emails based on events (rather than just pageviews), so if that’s important to you, userfox is a great choice. You might also consider userfox if you’re already using AdRoll, as the acquisition likely means a tight integration between the two products in the future.
Marketo, an Adobe company, offers the leading Engagement Platform that empowers marketers to build brand value, grow revenue, and prove impact. Consistently recognized as the industry’s innovation pioneer, Marketo is the trusted platform for thousands of CMOs thanks to its scalability, reliability, and openness. To learn more about the Marketo Engagement Platform, LaunchPoint® partner ecosystem, and the vast community that is the Marketing Nation®, visit www.marketo.com.
Instead, the company is focused on nurturing brand-to-audience relationships. The idea resonates with HubSpot’s thought leadership that we presented earlier. Content is a marketing pillar. It’s trustworthy, value-driven, and compelling. Coupled with marketing automation software, content can amplify the success of your relationship-building efforts. 																

The gift-giving holidays are officially days away, and we're betting you're still looking for the perfect presents for the jet-setters and hypebeasts in your life. Luckily, several retailers have generously kept their Black Friday and Cyber Monday discounts going strong, which means you can nail down those final few gifts, while still leaving room in your budget to supplement your own wardrobe. So without further ado, we give you 86 sales to satisfy all your shopping cravings. Happy spending! 

Let’s take a few examples. A global software technology company, for example, has hundreds or thousands of sales reps who need to have visibility to their key accounts and contacts within those key accounts. They manage the contact database and contact strategy with a sales force automation tool, which focuses on improving the productivity of the sales organization. But what about the marketing arm of that company? The job of the marketing department is to generate, nurture, evaluate and follow up on leads, which they then pass off to the sales force automation system when the leads become sales-ready. The system that’s responsible for generating, nurturing, classifying and scoring those leads would be the marketing automation system, and it’s owned and run by the marketing department.
Established in 2008, Act-On is a comprehensive marketing automation tool designed to offer a complete suite of applications, including email marketing, website visitor tracking, lead management, social media management, reporting and analytics, as well as integrations with webinar and event planning. With Act-On's email marketing, businesses can segment their customers into a variety of categories, allowing marketers to focus on a particular target market within that email group. The software offers core website tracking feature, which gives complete visibility into the types of customers that are visiting their site as well as their activities and the time spent on different contents while they are on the website. Act-On offers tools to build and optimize campaigns, generate leads, score and prioritize prospects, among others. The solution is capable of integrating with almost any leading CRM available in the market. Act-On is ideal for small marketing teams needing a marketing automation tool with minimal IT involvement. Platform features include: • Best-in-class email engine • One-click integration to leading web conferencing and CRM solutions • Tools for website visitor tracking • Lead scoring and lead nurturing • Automated programs; trigger & drip campaigns • Social media listening, prospecting & publishing • Design tools for web forms, landing pages and emails • Inbound tools for advanced SEO, Google AdWord tracking, and blog integration • Act-On Anywhere - a business productivity tool • Account- and contact-based marketing capabilities
Userfox works primarily with tech companies, so if you’re in the industry, you’ll be in good company. Like Customer.io, userfox has a lightweight interface and is designed to trigger emails based on events (rather than just pageviews), so if that’s important to you, userfox is a great choice. You might also consider userfox if you’re already using AdRoll, as the acquisition likely means a tight integration between the two products in the future. 																

Autopilot is simple and visual customer journey software. We help you capture and convert new leads, connect with customers, and create loyal repeat buyers. LAUNCH IN MINUTES Autopilot’s visual canvas for creating customers journeys is inspired by drawing campaigns on a whiteboard. Whether you need to follow up with new contacts, qualify and assign leads to sales, or onboard customers, you can automate your marketing simply by dragging and connecting shapes together in just a few minutes. INTEGRATE POPULAR TOOLS Connect Autopilot with tools like Salesforce, Facebook, Segment, Slack, Typeform, Twilio, and Zapier. Or plug in your own using our API. By centralizing your data, you can create a personalized experience based on interests and behavior. Instantly trigger automated journeys to assign leads in Salesforce, follow up after LiveChat conversations, or add customers to a Facebook Custom Audience. CREATE MULTI-CHANNEL EXPERIENCES Create a better experience for you customers by sending targeted emails, in-app messages, SMS, and postcards at the right time in their journey. Allow subscribers to opt-in by texting a keyword to a number. Notify active customers of a new product feature when they log in to your app. Celebrate milestones or offer a special discount by sending a postcard as easily as automating an email. TRACK AND OPTIMIZE PERFORMANCE Set a goal for every journey to get insight into which messages convert and how journeys are trending. Track your performance in real-time, run A/B test experiments, and quickly optimize based on results. Autopilot has helped the Equality Campaign in Australia win the YES vote on gay marriage. It’s helped Microsoft communicate with and onboard new developers. It’s helped Patreon connect and educate creators to give them new revenue streams. And it’s helped hundreds of startups tell their story and grow their businesses. Are you ready to launch your next customer journey? We offer a 30-day free trial so you can try it out, no credit card required.
“Despite some of the best deals coming earlier in the holiday season, the Cyber Monday brand has great staying power. Many shoppers have waited on certain purchases, with three hours tonight expected to bring in as much revenue as an average full day. While certain discounts have remained since Black Friday, out-of-stock rates are starting to peak up and shoppers looking for the hottest products should not wait much longer,” said Taylor Schreiner, director, Adobe Digital Insights.
"The impressive sales acceleration reported by both Walmart and Target in the most recent quarter implies both company's expanding omni-channel initiatives are resonating with shoppers," Bank of America analyst Robert Ohmes wrote. "This growth has outpaced that of other brick and mortar retailers as well as online players like Amazon, and has been supported by the rapid expansion of buy-online, pick-up in store options at both retailers."

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