Due to the realities of today’s marketing environment — namely, content overload, multiple platforms and non-linear sales funnels — it’s no question that marketing automation tools can be incredibly helpful to modern-day businesses. By managing and streamlining data across multiple channels, businesses can keep their marketing strategies organized and running efficiently.

Seventy-one percent of companies are currently using marketing automation, while another 23 percent are not currently using it but plan to in the near future, according to Ascend2.

While automation platforms help enterprises meet their goals — such as increased lead generation, sales revenue and customer engagement — it’s still unclear which tool wins within the expanding automation industry. Although Marketo and HubSpot are highly praised and have been longtime players in the market, a newer platform in the space from GetResponse might be an excellent choice as well.