8 most used B2B Marketing Automation systems for 2022

Key features

• Build and optimize marketing campaigns

• Create campaigns without HTML coding requirements

• Grading based on demographic information

• Scoring based on behavior & demographic information

• Trigger-based scoring and mailing

• Integration with Facebook, LinkedIn and Twitter via trackable links

• Get analytics and reporting for businesses and individuals

• Built-in integration with Salesforce & Salesforce IQ

• Third-party integrations with WebEx, GoToWebinar, ReadyTalk, EventBrite, Google Adwords, Google Analytics, Wistia, Vidyard, WordPress, SurveyMonkey, SnapApp, Microsoft Outlook, Twilio, Olark

Key features

• Capture, manage, score and warm up leads

• Manage & A/B test campaigns and assets

• Launch email marketing and paid advertising campaigns

• Deliver a personalized website experience with Hubspot CMS

• Publish and monitor social media content with Social Inbox

• Track channel performance, conversion assistance, time to completion and reverse funnel analysis

• Integrations with third parties

• Salesforce AppExchange partner

• Integrate the solution with Zoom, Shopify, Slack, Stripe, YouTube, Workplace by Facebook, Vidyard, Wistia, Zendesk, SlideShare and GoToWebinar

Key features

• Score and assign leads

• Target communication based on customer journey status

• Built-in event module

• Identify companies that are anonymous website visitors with reverse IP search

• Sales and marketing dashboard that gives a good overview

• Bisnode integration that enriches data

• Swedish/local support at no cost

• Third-party integrations with 3växel, Bisnode, Fortnox, Gmail, Getaccept, Goava, Harvest, Oneflow, Slack, Tölve, Trello, Visma, Zendesk, etc.‍

Key features

• Track customer interactions across touchpoints

• Automate conversations based on demographic, firmographic and behavioral information

• Create emails and landing pages with automated A/B testing, progressive profiling and social login

• Identify, target and measure accounts (companies) with the highest potential for revenue

• Provide content recommendations to customers on web, mobile and email

• Features that enable advanced dynamic content

• Prioritize leads based on behavioral intelligence

• Target ads on Facebook, Google and LinkedIn

• Built-in integration with Microsoft Dynamics 365, Salesforce and SAP C4C ‍

Key features

• Engage leads using flexible triggers and logic

• Create dynamic content with drag-and-drop templates and WYSIWYG editors

• Track lead behavior on multiple devices

• Identify anonymous website visitors with reverse IP lookup

• Schedule posts and create social listening feeds for Facebook, LinkedIn and Twitter

• Measure campaign ROI and track marketing or sales performance

• Get detailed information on how emails, forms and workflows are performing

• Built-in integration with Salesforce, Google AdWords, WebEx, GoToWebinar, ShutterStock

Key features

• Nurture, score, and segment leads with point-and-click lead management software

• Deliver responsive emails and landing pages with a drag-and-drop user interface

• Warm up and measure daily social media activities

• Get real-time insights on customer engagement

• Visualize and export data to business intelligence tools

• Track visitors' time on site, pages viewed, top referral sites, emails, webinars, landing page visits and forms completed

• Built-in integrations with Salesforce, Microsoft Dynamics 365, SugarCRM, Oracle NetSuite and Infor

Key features

• Powerful tool for creating dynamic segmentation lists based on prospect criteria such as job title, lead score, engagement, etc.

• A new and improved flow builder for mailing, nurturing, etc.

• Good basic analytical and social listening software, as well as advanced add-ons like Data Studio.

• Ability to include social posts as part of campaigns

• Event function

• Drag and drop and WYSIWYG email builder

Key features

• 365 customer view as the Marketing module is integrated with other solutions within Dynamics 365.

• Visualized customer journey planner (from the first contact a lead has with the company all the way through to purchase)

• Fully customized emails and landing pages

• Dynamics has an event module to handle everything from initial planning to evaluating and analyzing results, even managing speakers, sponsorship and accommodation.

• Comprehensive survey app called Voice of the Customer (VOC) to design and publish online surveys that can be integrated with events, emails and customer journeys

Here are some other systems that might be of interest to those working in B2B:

• Eloqua

• Agillic

• Zoho

• IBM Watson Campaign Automation

Are you facing the choice of Marketing Automation?

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 organizations, have different needs for technical expertise and require different levels of external support, e.g. from the supplier or consultants. We have produced a guide to choosing Marketing Automation which 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.