The Features Marketers Look for in Automation Platforms

According to research from Demand Spring, marketers consider integrations the most important feature when assessing a marketing automation platform. Other top features include email marketing capabilities and lead management capabilities.

The research was based on a survey of marketing executives conducted in April and May, 2021. Respondents say the feature they currently use most in their automation platform is email capabilities. The top capability they wish their platform provided is stronger reporting.

Understanding the features and capabilities of marketing automation platforms is crucial for marketers looking to maximize the effectiveness of their campaigns. The full report from Demand Spring provides more detailed insights into marketing automation features.