If you’re a marketer, I don’t need to tell you that marketers do a lot.
Marketing is all about connecting with a diverse audience. Because of that, superstar marketers are great at juggling various communication channels to connect with different types of leads. It’s not uncommon for marketers to create a new campaign, add new leads, score existing leads, schedule a drip campaign, post to social media, track visitors to a landing page, and much more in any given day.
But when your head feels like it’s going to explode from even thinking about all this work, software swoops in to save the day! Marketing automation software helps marketers complete their various tasks with speed and efficiency by letting the software do the bulk of the work. While marketers used to schedule the day’s emails each morning, they can now create a drip campaign to send out emails automatically based on a specific action or a scheduled period of time. While marketers used to check into a lead’s interaction with their campaigns, they can now easily tap into any lead’s scoring page. The list goes on and on.
Amazing, right? Marketing automation software has taken the marketing world by storm, and organizations now have hundreds of solutions on the market to choose from. But which software do you choose?
In evaluating marketing automation software, marketers are increasingly looking at a system’s usability. According to Regalix’s “The State of Marketing Automation” (2014), “86% [of] marketers consider ‘ease of use’ as the most important criterion when evaluating automation tools.”
Once again, Capterra is here to do some of this legwork for you. We’ve performed extensive user testing and data collection to give you The Top 20 Most User-Friendly Marketing Automation Software Report. This report gives you the top 20 most user-friendly marketing automation software so that you can go forth and market with ease!
This list is meant to help you at the beginning stages of your research, and should not replace your own exploration into these systems! Our list may not reflect the best choice for you, since our list is not all inclusive. For a full list, check out our Marketing Automation Software directory.
This research is part of our series of Top 20 reports. This Top 20 Most User-Friendly report ranks solutions based on their usability (how easy to use is the system?), customer service (who can help the user when they’re struggling?), and reviews from actual users (what do real users think of the system?).
We measure usability through direct user testing. We started by compiling a list of tasks that are representative of the ways that companies execute their marketing automation strategy. We then went into every system and performed each task, keeping track of the time and number of clicks it took to complete each task.
We each performed two rounds of testing on each system. In the first round, we tested intuitiveness by going into the system “blind”, or without any prior knowledge about the system. Before the second round, we referenced training materials provided by the company, thus testing learnability.
Our task list is as follows:
- Upload list of contacts
- Create a list/segment
- Create a landing page
- Create an email template
- Create a drip campaign
- Generate a report
Here’s how the top 20 solutions stack up in terms of speed:
We then took a look at customer service for each system. To get the most comprehensive picture of customer service, we tracked each system’s implementation resources, what kind of training is offered, and the support channels customers can use if they encounter issues.
Below is the list of customer service features we tracked for marketing automation:
- API access
- CRM integration
- Social media integration
- Mobile responsiveness
- Survey integration
- iOS and Android apps
- Articles or training documents
- Free demo
- Training webinars
- Free trials
- Via email or help desk
- Through a FAQ section or knowledge base
- Over the phone
- Through live chat
Finally, we gathered customer reviews from Capterra’s website as well as our sister companies’ sites: SoftwareAdvice and GetApp. We compiled their ratings of “ease of use” and “customer service”. We also collected the total number of reviews, as well as their customers’ average star rating across all three websites.
While a user-friendly solution is important, you should consider the other factors that are important to you and your organization in your search.
Check out our Top 20 Most Affordable Marketing Automation Software Report, Top 20 Most Popular Marketing Automation Software Report, and our Marketing Automation Software Directory to help you research and weigh which solutions may work best for you. We also recommend referencing Capterra’s research and insight on marketing automation software on Capterra’s Sales & Marketing Tech blog.
What do you think? Did we miss any particularly user-friendly solutions? Let us know! We plan on updating this research annually.
Looking for Marketing Automation software? Check out Capterra's list of the best Marketing Automation software solutions.