Top 10 Underrated Enterprise Marketing Automation Platforms That Are Actually Great!

Do you know that 96% of marketers use a marketing automation platform for their business?

But most businesses get stuck in choosing the best enterprise marketing automation software. You have arrived at the right place if you are one of them. 

In this blog, I’ll tell you about choosing the perfect automation software for your business. Also, I will detail the top ten fantastic yet not-so-popular enterprise marketing automation tools!

Let’s dive right in!

How to Select the Marketing Automation Software?

Choosing the right enterprise marketing automation software need not be a painful experience. Though the process can be time-taking, there are a few steps you can follow.

Step 1: Identify the Need

This is the awareness stage, where you identify the need for software. At this step, start by answering this question – what does the business need and why?

Conduct an assessment considering the issues that need addressing, evaluate the pros and cons, the risks, the impact on the business, and more. Communicate with your stakeholders and then move forward with the next step.

Step 2: Create a Requirements List

Once you have identified the ‘why,’ you must be more specific about the software you need, brainstorm with a few stakeholders, and create a comprehensive list of requirements. Consider functional and usability needs, technological preferences, budget, scalability, reporting, and vendor requirements. 

Step 3: Research and Discovery

Start the research work here. Educate yourself about various enterprise marketing automation software and list the ones that match your criteria. 

Although you can start with Google, do not depend on Google’s ranking to identify the best software for your business. Check out third-party sources like review websites and comparison websites like G2, Capterra, and TrustRadius, read blogs, navigate websites, and more. 

Step 4: Prioritize Requirements and Exclude Solutions

Follow your requirements list and align them with the software features. Cancel out the automation software that is unsuitable to your technological preferences or doesn’t fit your budget. 

Ultimately, create a list of the enterprise marketing automation platforms that best match your requirements.

However, you may need to increase your budget later and re-evaluate the systems perfect for your business. 

Step 5: Take Free Trials and Choose the Best

Once you have the final list of software that best suits your business needs, opt for free trials. This step is quite time-consuming. 

However, try smarter ways to evaluate the software, talk to existing users, evaluate reviews, contact the sales team, and more. 

Finally, communicate with your stakeholders and make the final decision. 

To make things easier, let’s look into a few significant features to consider in enterprise marketing automation software.

Essential Features in Enterprise Marketing Automation Software

Implementing powerful automation software that matches your business needs is significant. So, before you select your enterprise marketing automation tool, check the following features. 

Integrations

Choose software that easily integrates with your existing marketing technology stack. Integration with CRM, emails, calendars, etc., is critical as automated synchronization saves time on data exchange. Also, it prevents process complications and the risk of errors.

Support

One of the most significant factors businesses often miss out on is support services. Choose an enterprise marketing automation software that has a strong customer support team. 

With a strong support service, you can learn the tool faster and resolve your queries quickly. Assistance from the support team helps a lot in understanding the software functionalities.

Usability

When choosing an enterprise marketing automation tool, select a user-friendly one. Consider the users who aren’t equipped with technical skills or knowledge. Hence, get a tool with an easy-to-use and intuitive interface to ensure your team faces no challenges using it. 

Reporting and Analytics

Every business needs assessment reports. These reports show how well your campaigns performed or which areas of your website need improvement and ensure data-driven decision-making. So, choose an automation tool that has detailed analytics and reporting features. This will enable you to make continuous improvements toward your business growth.

Top 10 Enterprise Marketing Automation Software

As per Salesforce Research, in 2021, 81% of marketing organizations use automation. 

Now, if you’re wondering which enterprise marketing automation software they use, let me tell you that it is best to use software that meets your business needs. 

Instead of using what other companies use, make a checklist of your requirements, research enterprise marketing tools, and pick the one that best suits you. 

Here’s a list of high-performing yet not-so-common (and highly acclaimed like HubSpot and Salesforce) enterprise marketing automation solutions. Check out and find your perfect match.

1. RevenueHero

This enterprise marketing automation platform helps marketers to capture and qualify high-potential leads and route them automatically to the right sales reps. With RevenueHero, you can increase your form to meeting conversion rates through instant qualification of form submissions, automatically assigning meetings to sales reps, and scheduling meetings on the website. 

Key Features

• Schedule instant meetings between qualified prospects and the right sales reps.
• Automate balanced meeting distribution among sales reps with a custom distribution like the round-robin feature.
• Automated meeting workflows to send automated reminders and notifications to meeting participants.
• Personalized templates for invites and reminders
• Account matching to connect inbound leads with account owners automatically.
• Distribution reports help to monitor meetings and their outcomes.
• Meeting dashboards enable tracking, updating, and managing meetings.

Pros

• Easy-to-use interface
• Smooth integrations with Salesforce, Zoho, HubSpot, Google calendar, Slack, Intercom, Zoom, and more.
• Supportive team 
• Qualifies leads and schedules meetings in an instant.
• Several pricing options

Cons

• The platform offers a free trial only after scheduling a demo. 

2. Braze

This is a comprehensive customer engagement platform that enables marketers to improve interactions with customers. With this enterprise marketing automation platform, brands can process customer data in real time, create and optimize cross-channel marketing campaigns, and create better engagement strategies. 

Key Features

• In-App messages to drive customer engagement
• Data streaming and sharing solution – Braze Currents.

• Build and personalize emails.
• Create push notifications campaigns, retargeting campaigns, audience segmentation, etc.
• Evaluate campaign performance with reporting analytics.
• Create powerful customer journeys and optimize with the help of in-built A/B testing tools.

Pros

• Very straightforward and intuitive UI
• Easy-to-use journey editor
• Several advanced scheduling and A/B testing options
• The tool offers good insights into user behavior across different channels.

Cons

• Lack of customization options for in-app messages.
• The reporting feature could be improved.
• Creating segments/lists can be challenging.

3. ActiveCampaign

This enterprise marketing automation software has everything that makes marketing easier. Its drag-and-drop automation builder helps you create automation workflows in less than a minute. The platform also has lead nurturing, lead scoring, and eCommerce features. 

Key Features

• Building and personalization of emails
• Landing page and forms building
• Automated email responses
• Web analytics
• Market segmentation and A/B testing
• Automation maps for a complete bird’s eye view of the customer’s entire lifecycle 

Pros

• A wide range of features and integrations
• Fast-responding customer support team
• Advanced personalization features
• It helps to identify the most engaged contacts.

Cons

• Learning the functionalities can be difficult initially
• The software takes time to load campaigns and navigate through multiple pages

4. Insider

This enterprise marketing automation tool enables marketers to connect with customer data across different channels, predict their behavior with the help of AI, and create personalized cross-channel experiences. 

Key Features

• Contextual and behavioral targeting
• Integrations with Google Tag Manager, Google Analytics, Shopify, Mixpanel, BigCommerce, Salesforce, Segment, etc.
• Advanced personalization features
• Push notification campaigns and audience segmentation
• Customer journey optimization 
• Website personalization

Pros 

• A user-friendly interface to create outstanding marketing campaigns.
• Advanced personalization features.
• Highly engaging lead collection campaigns
• The tool enables collecting and using rich customer data.

Cons

• Adding more user-friendly mobile campaigns could be helpful.
• The segmentation tool can be overwhelming with all its capabilities.
• Limited pre-built templates.

5. Mailchimp

A popular enterprise marketing automation software, Mailchimp is known for its excellent email marketing automation. However, the platform also offers several other features for marketers. For example, it effectively helps brands to improve their campaigns across multiple channels like email, landing pages, social media, websites, ads, and more. 

Key Features

• Create personalized emails and marketing automation workflows.
• Send automated personalized transactional emails using API or SMTP to update customers.
• Create retargeting ads across Instagram, Facebook, and Google.
• Build personalized journeys with customer journey builder
• AI-assisted suggestions to create engaging content
• Manage campaigns easily with the campaign dashboard.

Pros

• The tool is easy to use and set up.
• 300+ integrations with Canva, Salesforce, Google Analytics, WooCommerce, Zapier, etc.
• Automated features to create targeted email campaigns.
• Track campaign performance with detailed analytics.

Cons

• The free plan is limited to adding only 500 contacts
• A/B testing options are limited.
• The templates are basic, and it is challenging to customize them.

6. Sendinblue

An all-in-one platform for digital marketers, Sendinblue offers several enterprise marketing automation tools within one software. It has tools for SMS marketing, email marketing, CRM, and more that help you engage better with contacts and build better relationships.  

Key Features 

• Create, personalize, A/B test, and send professionally-designed emails.
• SMS marketing features to reach customers with time-sensitive offers.
• Market segmentation automation
• Campaign performance analysis

Pros

• An easy-to-use tool
• Integration with Facebook and WhatsApp
• Strong customer support
• Automated email campaigns and workflows

Cons

• The drip marketing automation feature could be improved.
• Management of contact lists can be slightly daunting.

7. Dotdigital

Dotdigital is a cross-channel marketing automation platform helping digital marketers to improve communications throughout the customer journey. This is one of the most underrated enterprise marketing automation platforms that offers several solutions to improve customer experience and accelerate business growth. 

Key Features

• Personalized email marketing features
• SMS marketing features to create personalized messages and reach people in over 220+ countries.
• Reporting, Web Analytics, and ROI Analytics
• Intent-based retargeting to increase conversions.
• Building landing pages and forms
• Integrations with Salesforce, Access, etc.

Pros

• Easy to create custom email templates
• User-friendly interface
• Advanced personalization features

Cons

• It can be complex to learn all the functionalities without support
• The A/B testing feature could be better.

8. GetResponse

This is a simple-yet-powerful enterprise marketing automation software that offers more than 20 features to run your marketing campaigns. You can create and personalize emails, automate sending them, manage deliverability, and automate responses. The software also has built-in eCommerce capabilities to track customer visits, purchases, clicks, etc.

Key Features

• The email platform is available in more than 20 languages.
• Drag-and-drop email editor
• Landing page builder
• A/B testing
• Data quality management
• Lead scoring 
• Reporting and web analytics

Pros

• Easy-to-use platform
• Advanced automation features like autoresponder, lead scoring, etc.
• More than 100 integrations with a wide range of software, including Shopify, Zendesk, Mixpanel, Zapier, Google Ads, etc.

Cons

• Limited email templates
• Lack of project completion reminders and progress bars.

9. Bloomreach

Bloomreach is a personalized marketing automation expert that helps brands tailor custom buyer’s journeys to increase engagement and conversions. 

The enterprise marketing automation software offers a suite of products to drive personalization, business growth, and marketing automation solutions. As a result, you can get access to plenty of features on a single platform. 

Key Features

• AI-driven search and merchandising 
• Personalization of customer journeys 
• Create and personalize emails 
• Automated email response 
• Web analytics and reporting
• Multiple integrations with Salesforce, Zapier, Magento, Shopify, BigCommerce, and more. 

Pros

• Very easy-to-use platform
• User-friendly reporting option
• Built-in SMS and MMS capabilities enable sending push notifications and SMS.
• Detailed segmentation and filtering

Cons

• Slower speed when loading larger reports
• Analysis and campaigns could be more intuitive
• Template designing could be easier with the addition of styling buttons and a more intuitive interface.

10. Act-On

Act-On is a superb enterprise marketing automation platform that’s easy to implement, customizable to your needs, and supported by a strong customer success team. The platform offers multiple features and helps you scale your business by boosting demand generation, customer engagement, and conversions. 

Key Features

• Lead generation tools like forms, landing pages, personalization
• An intuitive lead scoring framework to score customer segments.
• Multichannel marketing to keep customers engaged.
• MarTech stack integrations Salesforce, Zendesk Sell, Zoom, Webex, Google Drive, and more.
• Marketing analytics and reporting to evaluate performances.
• Automated Journey Builder to assist customers on their journey from consideration to loyalty.

Pros

• Send multiple emails at once automatically
• Easy-to-use and intuitive interface
• Creation and management of campaigns without technical skills
• Offers A/B testing and a wide range of customization options.

Cons

• More native integrations would be helpful.
• Composing emails may be complicated for beginners.
• Absence of an undo button for editing emails.

Putting It Together

Getting enterprise marketing automation software isn’t as difficult as it seems. All you need to identify is your requirements and the software features. If both align, that’s your perfect match!

The detailed top ten list will be a significant resource to rely on when you start listing the best automation tools for your business. So, start taking the free trials and demos right away.

For a quick tour of the RevenueHero platform, schedule a demo here!