Features in Marketing Automation Platforms
for Distribution & Sales
Software that automates marketing workflows, campaign management, lead nurturing, and performance tracking across digital and traditional channels.
We ask vendors to mark their product against our feature list. It is not available for all products and in some cases we have derived data from publicly available sources. The list of features follows. Vendors can add a further 10 key features of their own.
Analytics & Reporting
Capabilities to analyze, visualise, and report on the outcomes of marketing activities.
- Analytics API
- Programmatic access to analytics data for third-party tools.
- Attribution Modeling
- Tools to track and analyze marketing touchpoints throughout the client journey.
- Customizable Reporting
- Ability to build custom reports with chosen metrics and filters.
- Data Visualization Tools
- Charts, graphs, and dashboards to make analytics accessible.
- Export Options
- Download reports in multiple formats (CSV, XLS, PDF).
- Funnel Analysis
- Visualization and analytics of how leads progress through sales stages.
- KPI Monitoring
- Tracking and alerting of marketing key performance indicators.
- ROI Tracking
- Measurement of the financial return for each campaign or channel.
- Real-time Dashboards
- Instant visualizations of campaign and lead data.
- Report Generation Speed
- Average time required to generate a report.
- Scheduled Reporting
- Automated periodic delivery of reports to stakeholders.
Campaign Management
Features that enable the design, execution, and optimization of marketing campaigns across multiple channels.
- A/B Testing
- Functionality for split testing elements such as subject lines or offers.
- Approval Workflows
- System for campaign reviews and approvals by multiple stakeholders.
- Audience Size Supported
- The number of contacts or audience members the platform can handle per campaign.
- Campaign Capacity
- Maximum number of simultaneous campaigns supported.
- Campaign Cloning
- Quick duplication and re-use of previous campaigns.
- Campaign Scheduling
- Capability to schedule campaigns in advance for different time zones and customer segments.
- Multi-channel Campaign Execution
- Ability to create and deploy campaigns across channels like email, social media, SMS, and print.
- Omni-channel Coordination
- Orchestrate consistent messaging across all touchpoints.
- Personalization
- Dynamic modification of content within campaigns based on user data.
- Segmentation
- Ability to segment audiences based on attributes or behaviors.
- Template Library
- A pre-built library of campaign and email templates.
- Version Control
- Ability to manage revisions and restore previous versions of campaigns.
Content Management
Ability to create, store, manage, and distribute various forms of marketing and fund-related content.
- Approval Workflows for Content
- Structured process for internal content review and signoff.
- Asset Tagging & Categorization
- Organize content through metadata and folders for easy retrieval.
- Branding Controls
- Enforce corporate brand guidelines through templates and permissions.
- Bulk Asset Upload/Download
- Efficient handling of large quantities of content files.
- Centralized Content Repository
- Single location for management of all campaign assets (documents, banners, etc).
- Content Repository Size
- Total storage allocated for content assets.
- Content Sharing & Distribution
- Ability to distribute content internally or with external partners (e.g. IFAs, distributors).
- Digital Rights Management
- Control the usage and distribution rights of digital assets.
- Document Version Control
- Track changes and revert to prior versions of documents.
Data Quality & Management
Ensuring the accuracy, accuracy, and accessibility of all marketing and sales-related data.
- Change History Tracking
- Complete record of data modifications for audit and troubleshooting.
- Custom Field Support
- Support for a wide variety of field types and custom records.
- Data Access API
- Available APIs for accessing data programmatically.
- Data Cleansing Tools
- Automated processes to repair, complete, or remove poor quality data.
- Data Import Wizard
- Guided processes for uploading and mapping externally-sourced data.
- Data Retention Controls
- Automated enforcement of data retention policies based on jurisdiction.
- Data Storage Capacity
- Maximum database size for all customer and marketing data.
- Data Validation
- Automated checks to ensure records are entered in the correct format.
- Duplicate Detection
- Identify and flag duplicate data entries across leads, contacts, and accounts.
Integration & Connectivity
Features facilitating connection with external systems such as CRM, fund data providers, compliance systems, and other martech tools.
- Batched Data Synchronization
- Bulk and scheduled data transfers to reduce load and maintain consistency.
- Compliance Platform Integration
- Integration with regulatory compliance solutions (e.g., MiFID II, GDPR tracking).
- Data Import/Export
- Support for importing and exporting contacts, data, and campaign results.
- Email Service Provider (ESP) Compatibility
- Plug in to third-party or preferred ESPs.
- Fund Platform Integration
- Connection to fund management and distribution systems.
- Marketing Data Warehousing
- Centralized storage for structured marketing data.
- Native CRM Integrations
- Out-of-the-box integration with major CRM systems like Salesforce or Microsoft Dynamics.
- Open API Access
- Availability of application programming interfaces for custom connections.
- Single Sign-On (SSO)
- Integration with corporate authentication systems.
- Webinar/Events Integration
- Syncing with webinar and event platforms for lead tracking.
Journey Orchestration & Automation
Features to automate and optimize the end-to-end client journey through the sales funnel, ensuring consistent touchpoints and efficient workflows.
- Behavior-triggered Journeys
- Automatically adjust journeys based on client engagement signals.
- Journey Analytics
- Reporting on journey progression, dropoff points, and conversion rates.
- Journey Length Supported
- Maximum number of steps or events within a single customer journey.
- Journey Mapping Visualization
- Graphical user interface for designing and viewing customer journeys.
- Multi-step Workflow Automation
- Visual autoscheduling of complex marketing or sales sequences.
- Workflow Capacity
- Maximum number of workflows or journeys that can be active concurrently.
Lead Management & Nurturing
Functions that capture, track, score, and nurture leads through the sales funnel.
- Automated Lead Nurturing
- Rules-based email drip programs and follow-up workflows.
- CRM Integration
- Native or API connections to CRM systems for seamless lead handover.
- Contact Enrichment
- Automatic enhancement of lead profiles with third-party data.
- Duplicate Detection & Merging
- Automatic identification and merging of duplicate lead records.
- Lead Assignment
- Automated routing of leads to sales or relationship managers.
- Lead Capture
- Integration with web forms, landing pages, and offline channels to capture leads.
- Lead Database Size
- Maximum number of leads supported in the platform.
- Lead Scoring
- Assign scores to leads based on behavior, demographics, and engagement.
- Lead Segmentation
- Ability to categorize leads by attributes for targeted nurturing.
- Lead Source Tracking
- Tracking the original source of each lead for ROI analysis.
- Workflow Triggers
- Event-based automation for lead engagement or notifications.
Personalization & Dynamic Content
Capabilities to tailor content and experiences to individual clients, segments, or behaviors.
- Conditional Messaging
- Automated display of content based on rules/triggers.
- Dynamic Web Content
- Show different website experiences based on client segment or behavior.
- Multi-language Support
- Personalized communications in multiple global languages.
- Personalization Rules Capacity
- Maximum number of complex rules supported for content personalization.
- Personalized Email Content
- Dynamic insertion of individual data (e.g., name, portfolio, investment preferences).
- Recommendation Engine
- AI-driven recommendations for investment products or educational resources.
Regulatory Compliance & Security
Features ensuring adherence to financial and data privacy regulations in fund distribution.
- Access Logging
- Monitoring and logging all data access and changes.
- Audit Trails
- Recordkeeping of all user, system, and client actions.
- Consent Management
- Capture and manage client communication preferences and regulatory consents.
- Data Encryption
- Encryption of data at rest and in transit.
- Data Retention Policies
- Automated enforcement of data retention and purging policies.
- GDPR & Local Law Compliance
- Tools ensuring storage and use of client data meet applicable standards.
- PII Data Masking
- Masking of personally identifiable information in UI and exports.
- Role-based Permissions
- Granular user access controls based on roles.
Support & Training
Capabilities relating to customer support, onboarding, and ongoing user education.
- 24/7 Support Availability
- Access to technical support and troubleshooting around the clock.
- Community Forums
- Access to a user community for sharing tips and best practices.
- Dedicated Customer Success Manager
- Named manager assisting with adoption and maximizing use of platform.
- In-app Guidance
- Contextual help and walkthroughs within the application interface.
- Knowledge Base
- Comprehensive self-serve documentation, FAQs, and guides.
- Onboarding Services
- Guided onboarding and setup assistance for new customers.
- Support Response SLA
- Published service level agreement for support response time.
- User Training Webinars
- Regularly-held training for platform end-users.
User Management & Collaboration
Enabling teams to work cooperatively and securely within the marketing platform.
- Approval Workflows
- Pre-defined stages for approval and stakeholder signoff.
- Commenting & Notes
- Ability to annotate, comment, or tag collaborators on campaigns.
- Multi-user Collaboration
- Simultaneous, real-time work on campaigns and data.
- Role-based Access Control
- Customisable permissions and user roles for security and process management.
- Team Task Assignment
- Delegation of tasks or campaign steps to teammates.
- User Audit Trails
- Comprehensive logs of user activity for compliance and troubleshooting.
- User Capacity
- Number of users that can simultaneously access the platform.