There are many popular marketing solutions on the market, and it can be hard to know what distinguishes one product from another and which is right for you. Marketing suites are generally more expensive, but allow users to do more without having to integrate products from multiple vendors.īest-of-breed solutions tend to be more affordable, and are best for companies that want to focus more heavily on specific applications-or that want to build their own suite of marketing tools. Whether a business should choose a suite or a best-of-breed solution depends on the range of functionality needed. While some products are sold as “best-of-breed” systems (i.e., they offer a single marketing application), others are sold as “marketing clouds” or “integrated suites” (they house multiple marketing applications all in one place). Automate time-consuming, repetitive manual tasks.Surface insights about customers to improve marketing efforts. Deliver marketing and promotional materials (e.g., via email marketing, social media, etc.).Turn customers into leads that can be nurtured through the sales funnel.In general, marketing software helps organizations perform the following functions: This guide will help you understand your many options and make an informed purchase decision. If you’re new to marketing software, this breadth of options can feel daunting. In fact, some experts estimate the greater marketing technology landscape now has close to 2,000 vendors across nearly 50 categories. Today, there are a plethora of software options to help marketers manage and optimize digital campaigns. Over the years, new categories of marketing software have emerged to support this shift. As more consumers go online to look for information and research products, more marketers are focusing on digital strategies. The marketing technology landscape is growing and diversifying.
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