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The Ultimate Marketing Automation Checklist for Buyers

Emily Sue Tomac
October 18, 2019

The Ultimate Marketing Automation Checklist for Buyers

Need help writing a marketing automation software requirements document? We’re here to help! This free marketing automation platform scorecard template can help you compare products so you can make the right decision for your marketing team.

Check out this list of 26 key marketing automation requirements, brought to you by buyers who have been through the process before. It will show you the most important areas to consider, and help you determine your minimum requirements.

Common Marketing Automation Requirements for Businesses

Feature Set

  • Landing pages
  • Emails
  • Automation
  • Lead Scoring
  • Dynamic Web Content
  • SEO/PPC Integration
  • Social Integration
  • Segmentation/Lists
  • Nurture Campaigns

Ease of Use

  • Landing Page (LP) Editor
  • Email Editor
  • Set-up and config
  • Single-source log-in
  • Access to Templates


  • Global
  • Paid vs. Free / Quality
  • Agency Support
  • Implementation


  • Paid vs. Free
  • Breadth
  • Depth


  • Price 
  • Terms


  • Number of Companies using this product
  • User Experience
  • Quality of Account Management

Marketing Automation Platform Scorecard Template

We also have a free template for evaluating vendors based on your selection criteria. It was compiled by Daniel Englebreston, an experienced marketing technologist. He’s an expert contributor to the TrustRadius community. Thanks, Daniel!

Use the scorecard to compare the products on your shortlist head-to-head. That way you can pick the right option for your organization based on your requirements. It includes an empty template for you to fill in, as well as an example scorecard for an evaluation of three leading marketing automation products.

Get your free copy of the template here.

marketing automation platform scorecard template free download |

The Right Marketing Automation Software for You

Not sure about your requirements, but still want to see how marketing automation compare? Read our free Buyer’s Guide to Marketing Automation Software. It covers Adobe Campaign, Oracle Eloqua, Marketo, Pardot, Act-On, HubSpot, and SharpSpring, plus more tips for marketing automation buyers. 

About the Author

Emily Sue Tomac
Emily Sue Tomac is Senior Research Manager at TrustRadius, where she studies reviews, the technology buying and selling process, and buyers and vendors themselves. Her research aims to arm people with the tools and information they need to work better, smarter, and easier. She's on a mission to tell their stories, and drive change in how business technology is bought and sold. Prior to joining TrustRadius, Emily Sue worked on research in linguistics and the digital humanities.

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