Pricing: $50K - $220K
Braze is a customer engagement platform that, thanks to its ability to customize experiences in apps and logged-in websites, has quickly become very popular among leading B2C retail and financial companies around the world. Braze creates strong links between customer engagement and unique brand relationships. A powerful system built to meet the needs of today's on-demand (always connected) customers. Braze gives you the ability to track, analyze and optimize every touchpoint the customer has with the brand in real time, to constantly develop existing and new relationships. The platform's greatest strength is the ability to create customized and tailored multi-channel communications that enhance the in-app user experience. A strength that makes the platform very popular among app-heavy businesses.
Key features:
Automate ongoing communication across multiple channels (Email, SMS, in-app and website push notifications)
Support for AI and automatic optimization
Built to integrate with app, website or e-commerce
Manage dialogs across multiple channels
"Drag & drop email builder
Real-time insights
A high-performance REST API
Easy integration with a wide range of tech partners (AWS, Snowflake, Messenger, Movable Ink, etc.)
Pricing: from $400 per month, per user
Salesforce Marketing Cloud is a Marketing Automation system that allows businesses to interact with their current and potential customers across various channels. Salesforce Marketing Cloud has the capacity to support many aspects of marketing, including multi-channel campaign execution (social media, email, SMS, and in-app), dynamic customer journeys, pre- and post-campaign analytics, audience and segmentation, social media and advertising channel engagement, and data management.
In addition, you get access to Salesforce's AI technology, which has been named "Einstein", with features such as engagement scoring to predict who will interact with your communications and , optimization of send times and engagement rates.
Key features:
Support for AI (artificial intelligence)
Design & automate multiple flows for different types of customer journeys
Create, design and analyze multiple emails (marketing emails, newsletters, automated confirmations, etc.)
Manage all your social channels in one platform
Cohesive customer experience across all channels
Integration with one of the best CRM, customer support and CPQ platform on the market
Pricing: On demand
Selligent is a Marketing Automation system designed to deliver highly personalized and relevant customer experiences across multiple channels and devices, to increase customer lifetime value and reduce churn. With Selligent's omnichannel platform, you can easily launch integrated campaigns and manage consumer interactions across all channels with optimized delivery. You can collect and analyze customer data at every touchpoint throughout the customer journey
Key features:
Advanced real-time personalization for contextually relevant omnichannel experiences
Centralized content creation and management
Custom-built real-time artificial intelligence
Omnichannel campaign
Integrated customer data and reporting to turn data into actionable insights
Website behavior tracking and customization
Pricing: from $9.99 per month, per user.
Adobe Campaign allows you to use customer data to create, coordinate, and deliver dynamic campaigns across channels, both online and offline.
Like many other enterprise marketing automation solutions, Adobe Campaign's goal is to facilitate highly relevant cross-channel marketing based on customer data. This comes to its full potential when Adobe Campaign is integrated with Adobe's Real-Time CDP.
Adobe Campaign offers open architecture, powerful third-party integration capabilities, and flexible deployment options. Adobe Campaign Classic can be hosted in the cloud or on-premises, for organizations that prefer the added security of running Campaign in their internal environment.
Key features:
Integrated customer profiles
Targeted segmentation
Campaign management across channels, both online & offline
Real-time personalization and interaction
Integration with other Adobe products such as Adobe Experience Manager, Adobe's Real-Time CDP and Adobe Analytics.
Pricing: On demand
Voyado is a loyalty platform that is one of the market leaders when it comes to customer data analysis, loyalty programs and marketing automation. Voyado offers various solutions to create hyper-personalized experiences for your customers and build customer loyalty.
You can choose from a range of features based on your needs (CDP/CRM, Insights, Marketing automation, AI & predictions, Campaigns & Loyalty).
Voyado enables its users to create and launch their campaigns much faster and offers a solution that is easy to use, without the need for consultants for implementation and management.
Key features:
Create email blasts with drag & drop functionality
AI features that score and predict future opportunities
Churn Scoring that calculates estimated CLV (What is CLV?) to see which customers are most valuable
Analyze customer behavior and get to know them in depth
Create win-back campaigns for customers who are about to churn
Create personalized customer journeys with Marketing Automation
Flexibility to choose the features you need
Pricing: from $9/month based on number of contacts and functionality
ActiveCampaign is an all-in-one Marketing Automation system that offers several different features where you can edit newsletters, create campaigns, and connect with your customers. ActiveCampaign has solutions for contact management, lead scoring, and pipeline management. The system itself includes a basic CRM similar to PipeDrive with sales board functionality. It can also be integrated in third party with several leading CRM systems.
Key features:
Create campaigns with drag & drop functionality
Manage and A/B test your campaigns
"Drag & drop automation system to build engagement flows
Social and behavioral data collection and management
Email segmentation
Tagging feature that makes it easy to segment and manage lists
Third-party integrations with Facebook, Wordpress, Zapier, Google Analytics, Shopify, Clickfunnels, WooCommerce, Salesforce and many more
Pricing: from $11/month based on number of contacts and functionality
Mailchimp is a marketing platform primarily used for email management, but their automation feature makes it possible to target communications based on dates, events or activities. Mailchimp is designed to make it easier to create email campaigns, gather lists of your customers, and create newsletters using a drag and drop feature. Mailchimp is perhaps one of the most user-friendly Marketing Automation systems and their simple email builder is very popular among Email Marketers.
Key features:
Segment mailing lists
Send automated emails (abandoned cart, welcome emails, newsletters, etc.)
Use and customize ready-made templates for campaigns & newsletters
Activity dashboard
Possible to integrate with Shopify, Stripe, Zendesk Activity, Wordpress, Firebase, Linkedin and Facebook, among others
Here are some other systems that may be of interest to those working in B2C:
Klaviyo
SALESmanago
It's not an easy task to evaluate which tool can best facilitate your daily work and create added value for your business.
In this complex landscape, it's more important than ever to make informed decisions about new technologies, and Marketing Automation is no exception.
It is therefore important to start with your organization's current situation, needs and level of ambition. Different systems suit different types of organization, have different needs for technical expertise and require different amounts of external support, e.g. from the supplier or consultants. We have produced a guide for choosing Marketing Automation that you can download here. If you want help with procurement and want to hear how we at Leadfront help our customers with the choice of Marketing Automation, you can contact us here.