Best Marketing Platforms Software - Page 4

SG

Researched and written by Stephanie Graham

Marketing platforms consist of tools and integrations that help businesses automate marketing tasks, streamline workflows, and plan, implement, and measure omnichannel marketing campaigns. These platforms act as a company’s central marketing database and provide automation across multiple marketing processes, including lead generation, email marketing, social media marketing, and digital advertising. In addition to automation, marketing platforms provide tools for measuring marketing performance. Marketing dashboards and custom reporting features help marketers identify effective marketing strategies so they can optimize campaigns and improve the business’ return on investment (ROI). Some marketing platforms may double as a customer data platform (CDP) or offer enhanced functionality for social media marketing, A/B testing, and personalization.

A marketing platform may be sold as a single compound product or a suite of products. Robust marketing integrations are an essential component of these platforms, as they assist marketers in creating and optimizing personalized, omnichannel experiences for customers and prospects. Integrations with CRM software and analytics platforms enable marketers to collaborate with sales teams and share information across the rest of the organization.

To qualify for the Marketing Platforms category, a platform or product suite must offer the following core features:

In some cases, a marketing platform may contain features of a customer data platform (CDP), A/B testing software, social media management software, personalization software, and/or personalization engines, including: