Better Marketing Automation – Business Software Revealed by Users

SoftwareReviews, a division of IT research and consulting firm Info-Tech Research Group, launched the Marketing Automation Enterprise Software Data Quadrant 2021 award and named four gold medal-winning vendors. The following vendors are winners based on their end-user feedback through SoftwareReviews’ comprehensive online survey:

  • Acoustic campaign
  • HubSpot Marketing Hub
  • Active Campaign
  • Adobe market share

Vendors are evaluated based on product features, vendor capabilities, and relationships with their software partners.


Also see: Marketing Automation: What you’re missing in your MarTech tool


What makes SoftwareReviews Data Quadrant different?

The survey involves collecting user satisfaction information related to product features and vendor experience. Joint assessments of emotional responses are included in the areas of service, negotiation, product impact, conflict resolution, and strategy and innovation to create a powerful indicator of the user’s overall feeling towards the supplier and its product, all from the customer’s perspective exhibition. SoftwareReviews calls this insight the Net Emotional Footprint.

With a net emotional footprint of +92, the acoustic campaign scored very high for the inclusion of quality features. HubSpot Marketing Hub received a net emotional footprint of +88 and exceeded user expectations by providing quality training to its users. ActiveCampaign received a net emotional footprint of +86, including a variety of features. Adobe Marketo Engage received a net emotional impact of +83 for exceptional alerting activities and automation capabilities.

Marketing automation software users were more satisfied with providers’ email marketing automation. However, users would like to see more features to automate social media activities.