This is an important question, because not all tools in this category offer the exact same suite of functions. While most support the basics – email management, campaign creation/execution, social media management, lead management, Search Engine Optimization (SEO), CRM integration and multichannel marketing—others have additional functionality that might be important to your business. These include content/data management workflow and approvals, two functions that take the entire system to a higher level in terms of collaboration and functionality.
