Most of the information available on marketing automation software is written with marketing-ese. However, any business can benefit highly from marketing automation regardless of size. 

However, before using marketing automation software, many will question the features and how they may benefit your marketing strategy. 

Well, don’t worry, because, in this article, we will show you the top features you can take advantage of for your marketing automation software. 

Let’s dive in! 

Top features used in marketing automation software 

Visitor tracking 

Visitor tracking is a top feature you can’t ever disregard when using marketing automation software. Visitor tracking is a valuable way of learning the type of audience viewing your content and what kind of content they are fond of the most! 

Nevertheless, if you really think about it, this is vital information to have and can significantly help you advance in improving your content. Knowing what and who your audience is, is the most powerful feature to have. 

Lead management 

Any automation software should have a nurturing process that handles lead generation information to lead assigning and scoring. Nevertheless, it should allow marketing and sales teams to work together to generate leads and increase the customer ratio lead. 


Various marketing strategies help marketers in several areas, such as: 

  • Identifying customer preferences 
  • Understanding the customer buying journey 
  • Feedback 

Marketing automation software pulls data from your organization’s tools to optimize your business abilities. Moreover, you can make integrations with your CRM that has to be linked with your organization’s enterprise automation tools. Nevertheless, you should ensure that your CRM works with your automation software.  

Host marketing content 

This allows you to upload and publish your content through a marketing automation tool within your site. You can do this by integrating your site and marketing tool. Maybe it’s a downloadable asset you can upload and connect to in some form, but it may also be a landing page or content sent through email campaigns. 

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Real-time alerts 

Marketing automation software offers real-time alerts that can be sent to your internal team or other important teams you have. During any time, in case a workflow requires action from your side, automatic alerts can be used. This is especially important when your marketing team is trying to increase lead generation and requires you to perform actions while doing so. 

Social media

Social media is used for communicating between you and your customers. In order to stay competitive, you need to ensure that your content is engaging and focused on your reader. For this case, you must be available 24/7, schedule posts continuously, and optimize them based on your social media campaigns. 

Social media can benefit you in several ways, such as: 

  • Helps track social media progress 
  • Post scheduling 
  • Up to date social media accounts 
  • Assistance in responding to customer queries
  • Builds better ads for your target audience and more 

Tracking prospect activities 

It can be quite a time-consuming task to track sales and marketing teams that attempt to track prospects’ moves while they travel through a funnel. For many purposes, marketing software has made this process much easier by allowing you to program your tool to alert you whenever you need to take action, such as generating leads and more. 

Customized templates 

Business communication is usually more common whenever you are communicating via emails and newsletters. Most automation software allows you to customize your newsletters and emails, to create templates much easier. Nevertheless, this will enable you to apply the type of changes you want and choose designs from the software itself. 

Reporting and analytics 

Another essential marketing automation feature is promoting better decision-making with dataset insights. For instance, here are a few examples: 

Grade leads 

As you gather leads through your inbound or outbound marketing campaigns, you can identify that more leads are ready to purchase than others. Furthermore, this is where lead scoring becomes valuable. 

Marketing automation tools can become programmed to add scores that will lead to actions based on demographic qualifications that will tell you what to look after. Therefore, the higher the score, the more likely you will buy. 

Personalized messaging 

Marketing automation software should be advanced enough to let you send out personalized emails. If there’s one thing we can agree on, it’s the fact that your automation software should allow you to create customized emails to ensure they don’t look dull or too promotional. 


For an organization to be successful, it needs to take good care of its data. Nevertheless, losing data isn’t fun and can result in many other bad things happening immediately. Hence, the company must protect your data and ensure security upon it. Here are a few steps you can undertake to do so: 

  • Check the type of data encryption you are using
  • Who can access sensitive data? 
  • Are there any authentication processes? 
  • How do you encrypt data?

Creating landing pages and forms 

Landing pages along with forms are an essential part of influential marketing campaigns. Your marketing automation platform will let you build and customize your professional landing pages and forms without any technical knowledge required. 

Nevertheless, these tools help you build and host landing pages with easy-to-use drag and drop interfaces and require you to track performance. Furthermore, you can increase lead scores and become much more based on lead actions that will help you engage with content.

Easy workflow creation 

Marketing automation software should be able to provide easy workflow creation and management. However, the overall goal of it should be to increase productivity and have the right level of organization, so you should be able to optimize your workflow, making it easy to follow. 


Segmentation is when a company chooses a target audience for the type of product or service it offers. Then, they can consider users’ behavior, income levels, and personal preferences. Marketing automation software is excellent in segmenting these databases, so the software should maintain and manage customer-related information.

Email marketing 

Brands need to communicate with their customers. This doesn’t only help increase a wider reach but also gives you the following capabilities: 

  • Emails based on time or occasions 
  • Answering customer queries
  • Scheduling messaging 
  • Open rate 

Progressive profiling 

Forms are an excellent method of lead capturing. However, a long form might be too long and ineffective for lead generation. For the sake of good news, marketing automation software has found a solution to this problem. It allows you to decrease the number of form fields to only the necessary amount. 

After the form is filled out and leads are created, they appear in more fields in any forms they fill out in the future. Therefore, it allows you to build more in-detailed prospects within time. 

A/B testing 

Many advertising stages allow you to test choices and help you be more oriented towards your goals. Furthermore, this can happen with the help of A/B testing. It’s an effective form of testing and can give you insights you can take advantage of. 

Contact management 

A beneficial feature of marketing automation software is contact management. It allows you to store your client’s information and gives you the ability to track all of the types of contact you made with your contacts. Therefore, you’ll be able to see their locations within the sales cycle during any given time. 

Additionally, most sales reputations significantly rely on contact management and gain better information they can use in the future. 


We know how far AI has come in the digital world. However, the world isn’t the same as it once used to be, and AI has allowed us to enhance customer interactions. These advancements can be used to personalize nurture campaigns, improve customer retention, and personalize emails. 

Wrapping it all up

That’s all for this article. These are the best features we had to mention about marketing automation software. Hopefully, you learned many things from this article and found it interesting. 

Automation software is there to help make things easier for you. So, if you aim to do that, it’s now the time!