In the feature list, there is no distinction in choosing MA. We compared the eight major companies based on five points: "Will it lead to results?" and "Can it be continued?"
There is little difference in the basic functions of MA tools, and simply listing the features makes it difficult to determine which one is suitable for your company. This document re-evaluates MA along two axes: "Does it lead to results?" and "Can it be continuously operated?" It compares eight major MA tools based on five points: data management, range of touchpoints, flexibility of extraction, form of support, and cost. The monthly fees, features, and support systems of each company are listed based on publicly available information from official websites (as of September 2026). For each point, we have summarized what should be checked before signing a contract and additional costs that are easy to overlook in estimates, making it directly usable for comparing and considering new MA implementations or transitions. We also present case studies of three companies that switched from other MA tools and saw their number of business negotiations increase by 2 to 5 times (total of 24 pages).
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■ Five Points of Comparison 1. Data Management: Can you retain data historically (the difference between tag-based and historical types)? 2. Scope of Touchpoints: Can you consolidate real-world touchpoints such as business cards, exhibitions, mailed DM, and phone calls? 3. Flexibility of Extraction: Can you quickly generate a list of "hot customers"? 4. Form of Support: Can you choose support that fits your company's structure? 5. Cost: Can you foresee the annual cost including additional expenses? ■ Eight MA Tools Being Compared SHANON MA, Account Engagement, Adobe Marketo Engage, HubSpot, SATORI, List Finder, Kairos3, BowNow ■ Content Overview (Total 24 Pages) Part 1: Five Points to Consider When Comparing MA Tools Part 2: Features of Eight Major MA Tools (Comparison Table and Introduction of Each Company) Part 3: A Look at SHANON Through the Five Points and Case Studies of Switching
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【Recommended for the following people】 - Those who are introducing MA for the first time and want to know what criteria to use for selection - Those who have challenges with the current MA costs and usage and are considering switching - BtoB companies with many touchpoints outside of the web, such as exhibitions and seminars - Those who need organized materials comparing major MAs on the same axis for internal review and approval 【Published case studies of switches】 - Manufacturing industry (switching from foreign MA): 5 times more business negotiations, 45% reduction in implementation costs - Information and communication industry (switching from domestic MA): 2 times more business negotiations, 60% reduction in operational costs - Industry not disclosed (switching from domestic MA): 3 times more business negotiations, 30% reduction in operational costs You can check the comparison table of monthly fees and features of each company, as well as the key points that influenced the decision to switch in the materials.
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Our company is a global company in "marketing automation." We provide marketing cloud, CMS, and ad technology, as well as planning, development, and sales of solutions. Additionally, we offer consulting and outsourcing services related to marketing, CMS, and ad technology.
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