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Buyer's overviewProcess & benefitsChallengesFeaturesUse cases

Understanding marketing automation software

Marketing automation software transforms how businesses connect with customers by automating repetitive tasks, nurturing leads, and delivering personalized experiences across multiple channels. With AI-powered capabilities and omnichannel engagement tools, these platforms enable marketers to create, execute, and measure sophisticated campaigns that drive engagement and revenue growth without requiring technical expertise.

Compare top marketing automation softwares

Key features
Customer Data Platform (CDP)
Built-in CDP
(comes with an
additional $)
Unified Customer Profiles
Custom Data Objects
Requires
workarounds
Data Collection & Management
Real-Time Data Collection
Website Activity Tracking
Data Transformation
Requires
workarounds
Workflows
requires an additional license
Segmentation & Targeting
Behavioral Segmentation
Predictive Segmentation powered by AI
Dynamic Audience Updates
Campaign Capabilities
Visual Journey Builder
End-to-end AI-powered Campaign Creation
A/B Testing
Coming soon
Marketing Channels
Email
WhatsApp Business Integration
Available only on higher plans
SMS
Push Notifications
Analytics & Reporting
Campaign Performance Analytics
Revenue Attribution
Coming soon
Customer Journey Insights
Integrations
E-commerce Platform (Shopify, Magento, Woo,etc)
CRM Integrations
API & Web SDK Access
Pricing
Starts at
$23
$45
$950
NA($60K-100K)
$15 for basic
Pay-as-you-go Option
Free Trial Availability
Key features
Customer Data Platform (CDP)
Built-in CDP
Unified Customer Profiles
Custom Data Objects
Data Collection & Management
Real-Time Data Collection
Website Activity Tracking
Data Transformation
Segmentation & Targeting
Behavioral Segmentation
Predictive Segmentation powered by AI
Dynamic Audience Updates
Campaign Capabilities
Visual Journey Builder
End-to-end AI-powered Campaign Creation
A/B Testing
Marketing Channels
Email
WhatsApp Business Integration
SMS
Push Notifications
Analytics & Reporting
Campaign Performance Analytics
Revenue Attribution
Customer Journey Insights
Integrations
E-commerce Platform (Shopify, Magento, Woo,etc)
CRM Integrations
API & Web SDK Access
Pricing
Starts at
Pay-as-you-go Option
Free Trial Availability
Coming soon
Coming soon
$23
(comes with an
additional $)
$45
Requires
workarounds
Requires
workarounds
$950
NA($60K-100K)
Workflows
requires an additional license
Available only on higher plans
$15 for basic
Buyer's overviewProcess & benefitsChallengesFeaturesUse cases

1. ZEPIC

ZEPIC redefines marketing automation with its revolutionary AI-first approach. The platform unifies customer data while empowering marketers to execute sophisticated campaigns without technical knowledge. At its core, ZEPIC's Zenie AI assistant transforms how marketing teams work by automating everything from data organization to content creation. The platform particularly excels in delivering personalized experiences at scale across both email and WhatsApp channels—making it a game-changer for businesses seeking efficiency without sacrificing quality.

Key features

  • Built-in Customer Data Platform with unified customer profiles
  • End-to-end AI-powered campaign creation and optimization
  • Real-time data collection and transformation
  • Predictive segmentation powered by AI
  • WhatsApp Business integration with Team Inbox
  • Visual journey builder for omnichannel campaigns
  • E-commerce platform integrations (Shopify, Magento, Woo.etc)
  • Pay-as-you-go pricing that scales with your business
  • Comprehensive API and SDK access

What users love

Pros

AI-powered automation dramatically reduces campaign creation time

True omnichannel capabilities across email and WhatsApp

Unified customer data platform included at no extra cost

Intuitive interface that non-technical marketers can easily use that comes with comprehensive data transformation capabilities

Seamless integration with e-commerce platforms

Cons

A/B testing functionality coming soon

SMS functionality is coming soon

Ads Retargeting not available currently

Pricing

Flexible pay-as-you-go option

Free trial available

No long-term contracts required

Best suited for
Growing eCommerce and B2C businesses looking for a modern, AI-powered solution that delivers fast time-to-value without technical complexity.

2. Klaviyo

Klaviyo is an established marketing automation tool focused primarily on email marketing for eCommerce businesses. The platform offers detailed segmentation based on customer actions and behaviors and has evolved to incorporate more features over time. While it provides strong email capabilities and has added some omnichannel functionality, it still charges additionally for its CDP functionality, which can increase costs as businesses scale. Despite its improvements, Klaviyo's pricing model and architecture reflect its position as an earlier platform in the space.

Key features

  • Email marketing automation
  • Segmentation and personalization
  • A/B testing capabilities
  • Campaign performance analytics
  • E-commerce integrations
  • SMS marketing (at additional cost)

What users love

Pros

Strong email marketing capabilities

Good integration with Shopify and other eCommerce platforms

Solid reporting tools for email campaigns

Excellent product recommendations feature

Cons

CDP functionality comes with an additional fee

No WhatsApp marketing capabilities

Less modern interface compared to newer platforms

No data transformation capabilities

Contact-based pricing becomes expensive as you scale

Pricing

Contact-based pricing starting at $45+

No pay-as-you-go option

Free trial available

Best suited for
Small to medium eCommerce businesses focused primarily on email marketing who value established platforms with proven track records but don't require the speed and modern approach of next-generation marketing solutions.

3. Insider

Insider provides a robust customer engagement platform centered around cross-channel campaign management. The system delivers solid journey orchestration and audience targeting capabilities. Implementation typically requires significant technical resources, creating barriers for marketing teams without dedicated IT support.

Key features

  • Integrated customer data management
  • Cross-channel profile unification
  • Behavior-driven audience targeting
  • Predictive customer segmentation
  • WhatsApp marketing support
  • Mobile messaging
  • Push notification delivery

What users love

Pros

Extensive multi-channel messaging options

Advanced predictive audience modeling

Comprehensive performance measurement

Excellent product recommendations feature

Cons

No AI assistance for end-to-end campaign development

Complex setup requiring technical expertise

Premium pricing structure

Fixed contract billing

Pricing

Enterprise-level pricing

No trial version offered

Annual commitment required

Best suited for
Large organizations with dedicated technical resources who need extensive cross-channel capabilities and can manage complex implementation requirements.

4. Braze

Braze is an enterprise-focused customer engagement platform with strong cross-channel capabilities. While it offers robust features for large organizations, it comes with significant implementation complexity and high pricing. The platform requires substantial technical expertise to set up and maintain, making it less accessible for growing businesses without extensive technical resources.

Key features

  • Built-in CDP
  • Cross-channel campaign management
  • Behavior-driven audience targeting
  • A/B testing
  • Customer journey analytics
  • WhatsApp Business integration
  • SMS marketing
  • Push notifications

What users love

Pros

Comprehensive enterprise features

Strong cross-channel capabilities

Good analytics and reporting

Cons

Complex implementation requiring technical teams

High pricing model designed for enterprises

No pay-as-you-go option

Pricing

Approx $50,000-100K+ annual contracts

No free trial availability

No pay-as-you-go option

Best suited for
Large enterprise organizations with dedicated technical teams and substantial high marketing budgets who need extensive cross-channel capabilities.

5. HubSpot Marketing Hub

HubSpot Marketing Hub has built its reputation as a marketing extension to its popular CRM platform. The system offers user-friendly interfaces and seamless CRM connectivity, but lacks native customer data platform capabilities and comprehensive messaging channel support. While it provides dependable email marketing tools, most advanced features are locked behind higher pricing tiers, causing costs to climb rapidly as businesses require more sophisticated capabilities.

Key features

  • Customer list segmentation capabilities
  • Digital advertising tracking and attribution
  • Multi-touch marketing journey attribution
  • Account-focused marketing tools
  • Email campaign management
  • CRM system integration

What users love

Pros

Extensive documentation and community support

User-accessible interface design

Strong CRM connectivity

Cons

No integrated customer data platform

Limited WhatsApp support (higher tiers only)

Lacks AI-powered campaign tools

No text message marketing capabilities

Scaling costs increase rapidly

No flexible consumption pricing

Pricing

Entry level at $15 per month

No usage-based billing options

Free evaluation period

Best suited for
B2B organizations seeking a CRM-centric marketing platform with strong sales process integration who don't require advanced messaging channels or AI capabilities.

Why choose a marketing automation software?

Marketing automation software is a comprehensive solution designed to help businesses nurture leads and engage customers throughout their journey. With advanced targeting and personalization capabilities, you can deliver the right message to the right person at the right time, driving higher conversion rates and customer loyalty.

Build deeper customer relationships

Unify all your customer data into one view, and understand each customer's complete journey to create truly personalized experiences they'll respond to.

Save time while creating better campaigns

Let AI handle the heavy lifting of campaign creation, freeing your team to focus on strategy while delivering higher-quality, more creative marketing at scale.

Target the right customers at the right moment

Reach defined customer groups based on real behaviors and needs and ensure that your marketing dollars go to your most valuable opportunities.

Create consistent experiences across all channels

Deliver seamless customer journeys that maintain context as customers move between email, WhatsApp, SMS, and other channels, building trust and recognition.

Drive revenue on autopilot

Unify all your customer data into one view, and understand each customer's complete journey to create truly personalized experiences they'll respond to.

Make smarter marketing decisions

Gain clear visibility into what's working and what's not, allowing you to continuously improve campaigns and demonstrate marketing's impact on your bottom line.

Top benefits of using marketing automation software

Save time

Eliminate repetitive manual tasks and schedule campaigns in advance, freeing your team to focus on strategy and creative work. Marketing automation significantly reduces campaign execution time, allowing marketers to launch more initiatives with the same resources.

Improve conversion rates

Deliver highly relevant, timely communications to prospects and customers based on their specific behaviors and needs. Personalized, automated customer journeys consistently outperform generic batch-and-blast marketing campaigns in driving conversions.

Improve customer retention

Keep customers engaged with timely, relevant communications throughout their lifecycle that anticipate their needs and solve problems proactively. Effective automation helps brands build stronger relationships that increase customer lifetime value.

Easy to use

Access intuitive visual builders and pre-built templates that empower marketers to create sophisticated campaigns without technical expertise or developer support.

Secure & reliable

Trust your customer data with enterprise-grade security protocols and compliance features that adhere to global privacy regulations like GDPR and CCPA.

Scalable for growth

Expand your marketing capabilities as your business grows with flexible solutions that handle increasing contact volumes, more complex campaigns, and additional channels without performance degradation.

Save time

Eliminate repetitive manual tasks and schedule campaigns in advance, freeing your team to focus on strategy and creative work. Marketing automation significantly reduces campaign execution time, allowing marketers to launch more initiatives with the same resources.

Improve conversion rates

Deliver highly relevant, timely communications to prospects and customers based on their specific behaviors and needs. Personalized, automated customer journeys consistently outperform generic batch-and-blast marketing campaigns in driving conversions.

Improve customer retention

Keep customers engaged with timely, relevant communications throughout their lifecycle that anticipate their needs and solve problems proactively. Effective automation helps brands build stronger relationships that increase customer lifetime value.

Easy to use

Access intuitive visual builders and pre-built templates that empower marketers to create sophisticated campaigns without technical expertise or developer support.

Secure & reliable

Trust your customer data with enterprise-grade security protocols and compliance features that adhere to global privacy regulations like GDPR and CCPA.

Scalable for growth

Expand your marketing capabilities as your business grows with flexible solutions that handle increasing contact volumes, more complex campaigns, and additional channels without performance degradation.

Join 100+ eCommerce brands using ZEPIC to increase customer retention and revenue

Try it now and see the difference!
Get the 14-day free trial

Marketing automation challenges: What teams struggle with

Creating effective automated marketing should be simple, but many teams face challenges that waste resources and impact results. Here are the key obstacles and how modern platforms address them:

Data fragmentation

Challenge

Customer data scattered across multiple systems creates incomplete views and inconsistent messaging

Solution

Built-in Customer data platforms (CDPs) that unify all customer touchpoints into a single source of truth

Business impact

Marketers report significantly improved personalization capabilities with unified customer data

Technical complexity

Challenge

Traditional platforms require specialized technical skills, creating bottlenecks and agency dependencies

Solution

No-code interfaces with visual journey builders and AI assistance that empower marketers

Business impact

Faster time-to-market for campaigns with intuitive, marketer-friendly platforms

Siloed marketing channels

Challenge

Separate tools for email, SMS, WhatsApp, and other channels create disjointed customer experiences

Solution

Omnichannel orchestration from a single platform with consistent customer context

Business impact

Higher engagement rates with coordinated multi-channel campaigns

Personalization at scale

Challenge

Creating truly relevant content for numerous customer segments consumes enormous resources

Solution

AI-powered content creation and dynamic personalization that adapts automatically

Business impact

Measurable increase in conversion rates with AI-assisted personalization

Measuring ROI

Challenge

Difficulty attributing results across complex customer journeys and multiple touchpoints

Solution

Advanced attribution modeling and unified analytics dashboards

Business impact

Improved marketing budget allocation with proper attribution

Must-have features in modern marketing automation platforms

Today's marketing automation solutions offer sophisticated capabilities that transform how brands engage customers. Let's explore the key features that modern teams need:

Data management & integration

Unified customer profiles

Modern platforms consolidate data from all sources to create comprehensive customer profiles that update in real-time with every interaction

Pre-built Connectors

Leading solutions offer native integrations with popular e-commerce platforms, CRMs, and business tools for seamless data flow

Custom Data Models

Advanced systems allow flexible data modeling that adapts to your business needs rather than forcing you into rigid structures

Intelligent Segmentation

Behavioral Targeting

Create segments based on specific customer actions, such as purchase patterns, website visits, email engagement, and more

Predictive Audiences

AI-powered systems identify high-value customer groups likely to convert, churn, or increase spending

Real-time Updates

Dynamic segments that automatically refresh as customer behavior changes, ensuring relevance

AI-Powered Capabilities

Campaign Generation

AI assistants that help create complete marketing campaigns from concept to execution

Content Creation

Intelligent systems that generate email copy, SMS messages, and other content tailored to your brand voice

Optimization

Smart insights that suggest improvements to subject lines, send times, and other campaign elements

Omnichannel Orchestration

Channel Coordination

Seamlessly manage email, WhatsApp, SMS, push notifications, and other channels from a single interface

Cross-channel Journeys

Create customer paths that intelligently switch between channels based on preferences and engagement

Consistent Messaging

Maintain brand voice and context across all customer touchpoints

Automation & Workflows

Visual Journey Builders

Intuitive drag-and-drop interfaces for creating complex multi-step customer journeys

Trigger-based Campaigns

Automated flows that respond instantly to customer actions or data changes

A/B Testing & Optimization

Systematic testing capabilities to refine messaging and journey paths

Marketing automation use cases by industry

Different industries have unique marketing automation needs. Here's how leading platforms address specific requirements:

eCommerce & retail

Marketing automation helps online retailers recover abandoned carts, boost repeat purchases, and manage seasonal campaigns through personalized customer journeys that drive higher conversion rates and lifetime value.

Key challenges

Cart abandonment

Increasing repeat purchases

Managing seasonal campaigns

Solution features

Abandoned cart recovery workflows

Product recommendation engines

Purchase anniversary campaigns

Loyalty program automation

VIP customer journeys

B2B & SaaS

For businesses with complex sales cycles, marketing automation streamlines lead qualification, nurtures prospects through lengthy decision processes, and supports customer success from trial to renewal.

Key challenges

Long sales cycles

Lead qualification

Customer onboarding

Solution features

Lead scoring and nurturing

Account-based marketing automation

Trial conversion workflows

Usage-based engagement triggers

Renewal and expansion campaigns

Travel & Hospitality

The travel industry leverages marketing automation to guide guests through their journey from initial booking
to post-stay engagement, maximizing occupancy rates while delivering personalized experiences at each touchpoint.

Key challenges

Complex booking journeys

Seasonal demand

Post-stay engagement

Solution features

Booking abandonment recovery

Pre-arrival experience automation

In-stay communication workflows

Post-stay feedback and loyalty campaigns

Seasonal promotion orchestration

Financial Services

Financial institutions use marketing automation to navigate regulatory requirements while building trust through educational content, life-event triggered communications, and secure document delivery that drives product adoption.

Key challenges

Regulatory compliance

Complex products

Trust building

Solution features

Compliant communication workflows

Life-event triggered campaigns

Educational content journeys

Secure document delivery automation

Renewal and cross-sell sequences

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Product
Unified CX PlatformZenie AIWhy ZEPICIntegrationsPricingFree TrialStatus
Features
Customer 360Audience SegmentationCustomer JourneysOmnichannel CampaignsReporting & AnalyticsEmail MarketingWhatsApp MarketingTeam Inbox
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