The 20 Most Popular Marketing Automation Software Report

April 30, 2018 Christina Tsantes

Today, we updated one of our infographics: The Top 20 Marketing Automation Software Solutions.

In truth, it’s actually not the first time we’ve released this study. That being said, it has been nearly seven years since we first rolled out our pie-chart showing the Top 20 Most Popular Marketing Automation solutions in December of 2011. The marketing automation industry has grown so rapidly over that time frame, that between mergers, acquisitions, new entrants and departures, we feel the need to update our Top 20 Most Popular Marketing Automation Software report annually.

unnamed (1)

It’s no secret that businesses are spending an increasing amount of time and resources to grow their online presence. Digital marketing efforts have become the new focus for marketing departments across nearly every industry. Between email campaigns, website upkeep, and a flurry of social media accounts to manage, marketers have a lot on their plates.

Luckily, marketing automation software makes this balancing act much easier for marketers to manage. And on top of that, the Marking Automation industry is booming–with revenue growth of over 50% a year, and expectations that such growth will only continue, now is a great time to make this hot software buy.

Companies from the largest conglomerates to the smallest boutiques are finding out how helpful marketing automation software can be to their efforts. It serves to automate many of the repetitive tasks, manage many inbound channels at once, and even analyze the effect of marketing campaigns. But with nearly 450 options out there, all with different abilities, finding the exact fit for your company can be a challenge.

In this research, we have identified some of the “big players” in the Marketing Automation space to aid you in the beginning steps of your software search. This ranking was designed as an introduction to the Marketing Automation industry: a preliminary step in your research to find not just the most popular software option, but the best software option for you.

While it is not all-inclusive of the software options available, we think this ranking is a good place to familiarize yourself with the industry, and a representative reflection of the top players in the market.

Please take a moment to read our research methodology below to better understand the results and how our definition of market share differs from others.


We base all of our Top 20 research on a popularity index, which takes into account:

  • Number of active customers
  • Number of users
  • Social presence (Twitter followers, LinkedIn Company Page followers, Facebook likes, and number of Capterra reviews).

In order to ensure small companies remain competitive with larger ones in this ranking, we weigh the ratio of customer and users. Additionally, we do not factor in company revenue, unlike traditional market share reports, since many software companies on the list are privately held and do not report their revenue, but also because they may offer low-cost alternatives that skews the revenue data in favor of the larger, enterprise marketing automation solutions.

To maintain consistency across vendors, we defined customers as the number of unique organizations that actively use the software (ie: licenses, downloads, installs, etc.). Many vendors do not track their number of users, so this metric was a bit more difficult to define. However, we decided that end user was the easiest way to standardize our data.

There are imperfections in each of the metrics we use, but when they are combined, we believe they are a good reflection of overall popularity. And, we believe popularity is a better representation of true market share than looking at revenue alone.

If you want to know why we perform our research this way, or more information about how it is conducted, please refer to our first Top 20 infographic series blog post, which goes more in-depth.


The customer and user data we use in our algorithm comes directly from the software vendors. In some cases, the vendors either did not track the exact information we were looking for, or they did not publicly disclose such information. To compensate, some vendors provided us with their best estimates, erring on the low side.

Additionally, some of the figures in the data table below are our own estimates. These figures are highlighted in yellow. We calculated them by using the data we obtained from similar vendors, research from Customer Experience Matrix, and our own industry knowledge. The social presence figures were collected directly from the social media sites, and they are as accurate as possible given how quickly such numbers fluctuate.

It is safe to say that all of the figures in this table are estimates, and our results should be read with this in mind. That said, we are confident these are the best estimates currently available to the public, and that they are a good depiction of the current market breakdown.

If we missed any software on our marketing automation software infographic you think we should have included, please let us know! We will update our infographics annually to reflect the most current data, so be sure to check back next year.

The post The 20 Most Popular Marketing Automation Software Report appeared first on Capterra Blog.

Previous Article
Marketing Superstars Report 2018: Social Media Edition
Marketing Superstars Report 2018: Social Media Edition

Starting a small business comes with so many ideas and dreams. You just know that everyone will love your p...

Next Article
The Top 20 Most Affordable Marketing Automation Software Report

Don't break the bank purchasing an over-priced marketing automation system. Check out the Top 20 Most Affor...