Best Marketing Attribution Software
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PRODUCTS
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BUYER'S GUIDE
Buyer's Guide
By Shweta Joshi, Market Analyst and Technical Content Writer at SelectHub
Marketing attribution software collects data from all marketing channels to track their corresponding revenue, optimize performance and boost bottom-line revenue.
Marketing attribution software might be the right choice if your organization is looking for a better way to track revenue generation through varying marketing channels. In this buyer’s guide, we’ll go over what marketing attribution software is, how it could help your business and how to pick the best solution.
Executive Summary
- Marketing attribution software helps businesses relate various marketing channels and campaigns to their corresponding revenue.
- Key features include attribution modeling, cross-channel attribution, promotion analysis and dashboards.
- Ask potential vendors questions about the software before committing to a purchase.
What Is Marketing Attribution Software?
Marketing attribution software is a suite of tools that manage, evaluate and analyze performance and conversion data from all marketing touchpoints, channels and campaigns.
Primary Benefits
Some of the major benefits of investing in marketing attribution software include:
Track Revenue
Enable marketers to connect, track and credit the correct marketing channel or campaign to their corresponding revenue generation. By doing this, marketers can evaluate the performance of various marketing channels and campaigns.
Optimize Marketing Spend
Marketing attribution software collects cost and performance data from all major touchpoints and channels and tracks revenue over time. These solutions help marketers optimize spend and boost revenue across marketing functions.
- AI Chatbots
- Chatbot
- Cloud CRM
- Complaint Management
- Computer Inventory
- Contact Management
- CRM For Consulting
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- CRM
- Customer Database
- Customer Engagement Platforms
- Customer Profile
- Customer Service
- Customer Success
- Ecommerce CRM
- Email Ticketing Systems
- Financial Services CRM
- Help Desk
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- Influencer Marketing
- Issue Tracking
- Knowledge Base
- Lead Management
- Live Chat
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- Remote Desktop
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- Sales Force Automation
- Service Request
- Ticketing
Improve Product Development
With the help of attribution data analysis, marketers can get insight into customer needs, which, in turn, can integrate into product updates so that the teams can focus on the features and functionalities that matter most.
Key Features & Functionality
Dashboard | Consolidate all data on touchpoint and marketing channel performance through well-defined key performance indicators (KPIs). Get visual and granular data to evaluate the performance of various campaigns and optimize for the best performance. |
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Attribution Modeling | Choose and track numerous attribution models that place varying importance on touch points across the customer journey. It’s important to follow best practices and avoid biases for these models to work efficiently. |
Cross-channel Attribution | Follow prospects across all touchpoints and channels to understand and optimize the entire customer journey. |
Offline Attribution | Track conversion through offline touchpoints such as traditional ads, events and in-store promotions. |
Promotion Analysis | Measure the performance of sales and promotions by tracking how many and how often consumers click on ads for a particular promotional campaign. |
Third-party Integrations | Integrate with other software, such as marketing automation, email marketing and more, to collate and process all marketing data centrally. |
Software Comparison Strategy
76% of all marketers either currently use or are planning to use marketing attribution software to measure the success of their marketing initiatives in the next 12 months. However, there are several factors to consider while selecting a system.
Determining your organizational needs is a good first step in your software comparison strategy. Think carefully about factors like the nature of your industry and the customers you typically serve.
Next, you need to research potential vendors. You can check online reviews, read industry guides and ask colleagues for their recommendations. Some vendors may even offer a free trial so you can see how your employees do with the program before committing.
With hundreds of platform options, selecting suitable marketing attribution software can be overwhelming. Fortunately, SelectHub provides a detailed guide on choosing the right business software via Lean Selection.
Cost & Pricing Considerations
Factors like company size and deployment method are crucial to determining the cost of marketing attribution software. While on-premise software has a higher cost of entry with a one-time payment, cloud-based software requires an extended subscription.
Other factors influencing pricing are company size, user numbers, deployment method, features, customizations and more. The number of core capabilities the software offers apart from add-on features is also a factor to weigh.
Some pricing packages cover basic customer support and response, while others offer a complete support package at an extra cost, including professional services. Some common additional charges include custom features, initial setup and implementation, data migration and third-party integrations.
The Most Popular Marketing Attribution Software
Now that you have the lay of the land, let’s examine some leading marketing attribution software. Here’s a quick overview of some popular solutions on the market:
Zoho CRM
With a pay-as-you-go pricing model, Zoho CRM caters to online businesses with capabilities like sales enablement, performance management, automation, lead and contact management, and team collaboration. It uses artificial intelligence to aid productivity and enhance data accuracy.
Analytics with Zoho CRM.
Salesforce Sales Cloud
Salesforce Sales Cloud is a subscription-based solution that offers a range of features and capabilities, including customer data management, communication and interaction, analytics and reporting, and integration with other systems.
Reports by Salesforce Sales Cloud.
HubSpot Sales
A pioneer of inbound marketing, HubSpot is one of the largest competitors in the market. Known for its tight integration with other HubSpot products, HubSpot Sales is a great solution for small, medium or large businesses.
You can connect better with your prospects using emails, meetings, live chats and more. The software notifies reps when a customer opens an email or the company’s website, allowing your team to follow up with leads at the perfect time.
Dashboard of HubSpot Sales.
Questions To Ask
To get a better understanding of your company’s requirements, ask yourself these guiding questions:
- What are the key pain points we’re facing in our operations?
- What features do we need the most to address those pain points?
- What problems can this software help us solve?
- What’s our budget?
- How many employees will use the software?
Here are a few questions to ask potential vendors to help you learn more about the software and vendor:
- How long does onboarding typically take?
- What are the software’s core strengths?
- How can your software’s capabilities benefit companies in my industry?
- What company sizes do you typically work with?
- What integrations does the software offer?
Next Steps
Marketing attribution software is an important tool for any business. It allows employees to identify and optimize the best marketing and conversion channels. While choosing the right service might feel daunting, we hope this buyer’s guide has helped narrow down your choices.
If you need further help, check out our comparison report to gain insight into top software leaders. Good luck!
Product Comparisons
- Top Salesforce Alternatives
- Top HubSpot Alternatives
- Zoho CRM vs. HubSpot Sales
- HubSpot Sales vs. Salesforce Sales Cloud
- Salesforce vs. Act! vs. Zoho
Additional Resources
Products found for Marketing Attribution Software
Pipedrive
Pipedrive supports sales professionals in managing every phase of the sales process, from lead generation to customer contact. Forecasting enables sales reps to close more deals, and visual pipelines clarify what stage a lead is in and what action is required. Users can simplify and streamline tasks with automation and AI capabilities. It offers integrations and an open API, so companies can plug in third-party apps to further extend its capabilities.
Salesforce Sales Cloud
Suitable for companies of any size, Salesforce Sales Cloud delivers sales and customer service capabilities for both the B2B and B2C domains. It helps businesses work more efficiently, easily surface key metrics and share business data via integration. Capabilities include real-time tracking, visual workflows, forecasting, marketing tools and reports.Equipped with a mobile app for iOS and Android devices and deployed in the cloud, it enables unrestricted access so users can work from anywhere.
Zoho CRM
Zoho CRM enables an organization’s sales force to work more effectively and close more deals. It incorporates lead management, marketing automation, contact management, multichannel forecasting, territory management, and a host of other capabilities.Built with conversational AI, it supports users by predicting lead and deal success, offering a voice assistant, and suggesting activities to automate based on behavior analysis. Users can leverage workflow automation to streamline manual tasks and stay on top of performance with real-time reporting and analytics.
Dynamics 365 CRM
Microsoft Dynamics 365 CRM (formerly known as Microsoft Dynamics CRM) offers a suite of customer-focused capabilities to facilitate marketing, sales and customer service activities. Organizations can implement the products separately for specific business cases or together for a unified ecosystem. Field service and project service automation can be included if desired. It includes social media features, an onboarding dashboard and APIs that support modifying campaign elements. Visual editors enable creating and deploying mobile and web apps without the need for code. It’s available both in the cloud and on-premise. Features like Power BI and PowerApps are included only in the cloud version.
HubSpot CRM
HubSpot CRM provides a full suite of capabilities that aid smart teamwork and allow companies to track, organize and close sales seamlessly. It’s entirely free of charge and provides automated contact management, customized tracking and reporting.App marketplace integrations let users expand performance capability based on their needs to achieve optimum business growth. Additionally, users can increase traffic, generate revenue, connect and manage leads all from one panel. The option to connect with the marketing, sales, service and CMS hubs allows companies to receive even greater functionality.
Insightly
Insightly is a cloud-based platform with tools that support every phase of the customer lifecycle. The solution’s capabilities allow organizations to accomplish sales activities, nurture customer relationships and manage projects to deliver on customer orders. The software is best suited for small businesses, although several larger companies have had success with the product as well.
Streak CRM
Streak CRM is built into Gmail, allowing users to manage common sales tasks directly from their inbox. It facilitates pipeline management so users can track leads, follow up, collaborate and close deals. Three different pricing tiers make it useful for both individuals who need basic functions and companies that require more advanced capabilities. In addition to managing a pipeline, users can also leverage it to manage projects, foster business relationships, run fundraisers, provide customer support and execute other projects that require tracking details.
Infusionsoft
Infusionsoft by Keap is a comprehensive software platform designed to help small businesses save time and grow revenue. Rated as a top sales product for SMBs in 2019, this vendor brings automation and organization to sales and marketing activities. The available toolkit allows small businesses to gain extensive control over their efforts to help form personal, lasting connections with their customers. This product is suitable for individual business owners or small teams looking to scale and handle an increasing task load. The implementation includes a required kickstart package (available in three different price tiers) that helps users get set up with the program and positions them for success.
Freshsales
Freshsales is a cloud solution suitable for small and medium businesses across different industry verticals. Being one of the sales management and customer engagement offerings from Freshworks, it provides comprehensive features for managing leads and deals. Capabilities include a chronological timeline view of customer journey, AI-based lead scoring, built-in one-click phone, and native mobile apps for Android and iOS devices.
Spiro
Spiro employs native AI capabilities to help companies proactively manage leads and customers. It can be leveraged for common tasks like lead management and activity tracking, as well as more advanced functions such as sales enablement and analytics.It helps evaluate sales data and assists sales teams by sending reminders to update contacts, change pipeline status, correct inconsistencies and more.
Agile CRM
Agile CRM is an all-in-one cloud platform that enables companies to handle all activities and tasks across the customer lifecycle. With integrated modules for marketing, sales and service, it provides capabilities such as contact management, a deal pipeline, lead scoring, project management, email marketing and campaigns, service automation, and live chat.Targeted primarily at small businesses, it allows users to maintain visibility into contacts, boost results with sales enablement, engage web users and deliver comprehensive support. Free and premium versions are available.
Bloomerang
Bloomerang is a complete system allowing nonprofit organizations to manage donor relationships, events and fundraising. Its emphasis on donor engagement and retention supports company growth.Capabilities include email marketing, online giving, grant tracking, donor surveys, data segmentation, dashboards, reporting and prospect research. Deployment via Amazon Cloud Services provides security and scalability. It’s available to both U.S. and Canadian organizations.
Bitrix24
Bitrix24 facilitates the execution of the customer journey. It supplies organizations with tools for marketing, sales and customer service activities such as lead generation, marketing automation, campaign management and call center support.It comes with a free edition for companies with less advanced needs or a smaller budget. Deployment is available in the cloud and on-premise. It’s suitable for smaller businesses as well as enterprises with up to 50,000 employees.
Top Producer
Top Producer offers a set of cloud-based solutions tailored for the real estate industry, enabling brokers and agents to be more effective with their marketing and sales efforts. A tiered pricing model provides flexibility based on an agency’s needs.It’s mainly used by small businesses but can support larger companies as well. Capabilities include a client database, contact profiles, website builder, lead generation, automated email marketing, reports, lead management and integrations.
Less Annoying CRM
Less Annoying CRM is designed to help small businesses make it simple and efficient to handle activities surrounding leads and customers. It gives companies an easy-to-use, cloud-based platform for storing contacts, tracking leads and managing tasks to help close more deals.
Sugar Sell
Sugar Sell, formerly SugarCRM, is a sales automation solution suitable for small, medium and large businesses. It offers contact, call and email management, dashboards, reporting, integrations, customer journey management, sales forecasting, and business process management (BPM) capabilities.It consolidates customer data into a central location for sales professionals to gain visibility into the conversations, actions and emails related to each contact or account. Cloud deployment is available, and on-premise deployment comes with the Sugar Enterprise edition.
Nimble CRM
Nimble is a one-stop solution for managing and organizing contacts, setting reminders, building and maintaining relationships, finding opportunities, and meeting goals. It provides complete information on the customer's history and their deal status. Users can set up a structured to-do list for teams.It allows users to engage and interact with prospects and customers on a personalized level, enabling them to stay connected across the entire customer journey.
LionDesk
LionDesk delivers cloud-based marketing and sales tools tailored to professionals in the real estate industry. Suitable for individuals, teams and brokerages, it provides a single place to manage client relationships.It helps import leads from other sources, organize information, manage processes, connect with clients, boost closed deals and track tasks. Capabilities include contact management, property management, video emails and texts, pipeline management, automation, and marketing campaigns.
Nutshell CRM
Nutshell is a cloud-based platform that helps organize operations and reporting processes. It provides customization options that can cater to specific industry needs. The user-friendly interface allows users to make changes and adapt quickly irrespective of technical skill. Features include contact management, email campaigns, a mobile app, pipelines and unlimited storage.
kvCORE
Designed for the real estate industry, kvCORE is a cloud-based, all-in-one platform equipped with smart relationship management, a lead engine, web and IDX, transactions, listings, a marketing autopilot feature and business analytics. It allows users to generate leads from different sources and shortlist them. The K+Team offering provides lead acquisition and relationship management features that help drive business.
DonorPerfect
DonorPerfect is a comprehensive fundraising solution that helps non-profits nurture donor relationships. It helps manage donations, receipts, contacts, emails and fundraising initiatives from a single system. Capabilities include integrated online donation forms, automatic monthly giving, standard and custom reports, auction management, Constant Contact email and a network of integrated partner products. It helps save time and offers pricing packages to meet any budget.
ZoomInfo
ZoomInfo provides a detailed contact directory for simplified marketing outreach. It supports lead generation, sales management and revenue tracking, and helps improve productivity by systematizing work. Users can leverage analytics and prioritize marketing efforts, sales prospects and align teams for effective outcomes. The ability to locate and align required contacts from desired domains reduces anonymity rates. Data-driven, it helps businesses make insightful strategies, connect with the right audience, boost business growth and provide custom solutions.
ClientLook
ClientLook is a cloud-based solution that helps users by combining contact management, deal tracking and client collaboration with a property module to organize real estate operations. Other key features include pipeline tracking, email marketing and listing management. It also helps back-office assistants with data entry, online lead capture and listing administration, along with an option to leverage a free team of virtual assistants to save time and operational costs. It was acquired by Lightbox in January 2020.
Siebel
Siebel CRM supports marketing, sales, service and other key areas of customer interaction via a suite of more than 35 products. It helps businesses of all sizes enhance customer experiences and automate processes. Implement as many or as few of the individual modules as desired for a highly flexible environment.
Vtiger
Vtiger is a cloud-based suite of marketing, sales and help desk offerings, which can be deployed separately or as an integrated, all-in-one ecosystem. It enables companies to eliminate silos and improve connections with customers.Though designed to serve small and mid-sized businesses, it’s capable of handling the needs of Fortune 500 organizations. It’s accessible on Android and iOS devices, enabling work from anywhere.
GreenRope
GreenRope, a cloud-based CRM software, consolidates and optimizes email marketing, social media, sales, event and project management simultaneously. It bridges the gap between sales and marketing to make data and processes easily accessible and transparent. Its all-in-one operations modules simplify business processes to deliver optimized omnichannel customer experiences.
Capsule CRM
Capsule CRM is a cloud-based solution for small to medium businesses. It helps foster customer relationships with features like email marketing, website personalization, social media service, automated reminders and more. Organizations can enter basic contact information, pipelines, goals and budgets and start building an in-depth, personalized pipeline with full access to customer details.
Copper CRM
Designed to integrate with Gmail and other Google Apps, Copper (formerly ProsperWorks) is a comprehensive and easy-to-use platform. It helps small and medium-sized businesses automate core operations; manage leads, sources and opportunities; streamline sales processes; uncover actionable insights; and nurture customer relationships. It enables users to check email threads and past interactions. It also acts as an alternative for goal setting and forecast management, as it converts sales bottlenecks into visible opportunities.
Follow Up Boss
Follow Up Boss is a cloud-based software suite that helps users automate real estate lead conversion and sales follow up. Its inclusions let users close more deals and grow their business in an organized manner. It aggregates leads from various sources and automates workflows and communication using rule-based engines and pre-formatted templates to support the entire customer lifecycle.
GoldMine
Suitable for businesses of all sizes, GoldMine Premium CRM offers a central platform to manage customer and prospect relationships efficiently. It ensures improved productivity and streamlined operations, and helps save money. Users can leverage it for contact management and customer support. They can also manage marketing programs and sales pipelines. A database is available at several tiered levels for organizations with different requirements. Capabilities include sales automation, a help desk and call center and CTI applications, along with enhanced features like easy-to-use interface, marketing automation, web self-service, channel management, knowledge management and analytics.
Act! CRM
Act! is a contact and client management tool built by Swiftpage that helps manage a central repository of information related to prospects, leads, opportunities and clients. It stores contact details, account history, interactions, notes and activities.Available both on-premise and with cloud hosting, it offers sales and marketing automation to support business growth through sales, engagement and retention.
Realvolve
Designed to help real estate agents and teams, Realvolve’s cloud-based platform helps automate workflows and handle communications efficiently. It helps manage information such as property listings, clients, documents, escrow correspondence, events and tasks. Users can leverage it to customize marketing campaigns for clients on anniversaries and birthdays based on personal and professional details. It also allows sending emails and SMSs about new deals.
Salesforce
Salesforce delivers an end-to-end suite of products for managing customer interactions at every stage of the process, as well delivering advanced analytics, custom developments and more. Organizations can deploy them alone or as part of an integrated environment to gain extensive flexibility based on business needs. Its most prominent offerings are Sales Cloud, Marketing Cloud, Service Cloud and Commerce Cloud.
Redtail CRM
Redtail CRM is a web-based system that enables financial professionals to manage prospects and clients. It helps track client data, automate time-consuming tasks, organize records and more. Capabilities include contact management, email, reports, seminar management and integrations.
Neon CRM
Neon CRM is a cloud-based solution built by Neon One that helps nonprofit organizations streamline day to day processes for more efficiency and manage fundraising events, memberships and volunteers through automation. Users can leverage it to build nonprofit websites while facilitating real-time credit card processing and recurring payments. These inclusions help enhance online donations while reducing manual work.
PipelineDeals
Designed to serve small and midsize businesses, PipelineDeals is equipped with sales-focused features, enabling sales teams to automate redundant tasks and nurture relationships with customers. With an intuitive user interface, it helps set up scalable processes, resulting in improved productivity and increased profitability. Deal management and sales acceleration tools expedite the sales cycle, and help set and track targets. A sales dashboard offers a 360-degree view of performance status, while lead management capabilities help streamline lead generation and nurturing. Customizations ensure enhanced experience and expanded functionality.
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