Tried and Tested: G2 Superusers Reveal Top Marketing Tools

As the community manager at G2, I’m always inspired by the insights shared by our vibrant community of superusers—the G2 Icons.

To dig deeper into how marketers streamline their workflows, I reached out to these industry experts to learn about the marketing automation tools they swear by. Their recommendations are packed with actionable insights, real-life use cases, and a wealth of expertise to help you find the perfect tool for your business.

While some of these tools are popular on G2, some are hidden gems that our superuser, G2 Icons, have shared with me. 

1. HubSpot

Three professionals, three perspectives, one conclusion: HubSpot is the go-to marketing automation tool. Here’s what Vitaliy Verbitskiy (head of marketing), Charlotte Maughan (senior client success operations manager), and Henry Alexander Nejako (sales representative) have to say.

Why HubSpot stands out

HubSpot excels in providing a complete customer relationship management (CRM) solution for marketing teams. Its seamless integrations with tools like Slack and Salesforce make it ideal for organizations looking to unify their workflows.

• Automation features:
  • “HubSpot’s tracking, attribution, and reporting capabilities make it invaluable,” says Vitaliy.
  • “I can automate email mailing lists for new onboarded users, schedule sends, and monitor metrics,” Charlotte shares.
  • “Workflows, lists, and imports are so easy to set up,” Henry adds.
• Integrations: Its ability to integrate with almost any tool is a major win. It works seamlessly with Jira, Confluence, Slack, Salesforce, Nexmo, and Shopify.
• Specific use case: Trusted for managing marketing teams, contact management, and sales outreach. Vitaliy highlighted its effectiveness in managing complex teams and processes.
• User friendliness: Universally praised for its intuitive interface and simple setup process.
• Reporting: Easy-to-capture analytics that provides deep insights for decision making.
• Workflow impact: “HubSpot is the best I’ve used for central analytics, attribution, and managing marketing motions,” says Vitaliy.

G2 Rating: 4.5/5 (10,000+ reviews)

2. Social Bee

Brian Sikorski, a business owner who’s relied on G2 since 2023, shares why SocialBee is their go-to tool for simplifying and scaling their marketing efforts.

Why Social Bee stands out

Social Bee is perfect for small businesses and social media managers who need efficient scheduling and content planning.

• Automation features: “I love how I can create brand-specific queues, set expiration dates, and use the Social Media Copilot for strategy generation,” Brian notes.
• Integrations: Continuously expanding integration options to streamline workflows.
• Specific use case: Ideal for marketing planning, scheduling, and audience engagement.
• User friendliness: Simple to navigate, with an outstanding support team.
• Reporting: Robust reporting capabilities without charging extra for advanced features.
• Workflow impact: “Social Bee is my secret weapon. It saves me time on scheduling, writing, and audience management,” Brian says.

G2 Rating: 4.7/5 (400+ reviews)

3. Bika.ai

Luca Piccinotti, a CEO, CTO, and an active G2 reviewer, shares how Bika.ai helps them stay consistent and effective with their marketing efforts.

Why Bika.ai stands out

Bika.ai is the go-to choice for advanced users who want complete control over automation through APIs and AI-powered workflows.

• Automation features: “There are literally no limits! From data entry to CRM management and API-based workflows, Bika.ai can do it all,” says Luca.
• Integrations: There are no big limits, also because often, in a “technically deep” use case, native integrations are not always used, and the big job is done through APIs, webhooks, etc.
• Specific use case: Centralizes CRM, email, and data management, reducing the need for multiple tools.
• User friendliness: Requires some technical skills but offers immense power for advanced users.
• Reporting: Customizable reports tailored to specific workflows.
• Workflow impact: “The innovation lies in integrating automation and AI, simplifying the design and implementation process,” Luca shares.

G2 Rating: Only 2 reviews on G2 (but growing)

4. Pabbly Connect

Ankit Jaitly, an SEO Consultant who has trusted G2 since 2022, explains why SocialBee is the ultimate solution for simplifying marketing automation.

Why Pabbly Connect stands out

Pabbly Connect is a cost-effective alternative for workflow automation, especially for businesses managing complex integrations that want to connect apps and services. 

• Automation features: “Free internal tasks and support for over 2,000+ apps make it a no-brainer,” says Ankit.
• Integrations: Continuously adds new apps and tools, making it highly versatile.
• Specific use case: Automates notifications, follow-ups, data transfers, and even business tax filing.
• User friendliness: Extensive tutorials, active communities, and forums ensure a smooth learning curve.
• Reporting: Optimizes processes while saving costs compared to competitors.
• Workflow impact: “Pabbly has matured so much in recent years that I can’t even look back at Zapier anymore,” Ankit shares.

G2 Rating: 4.2/5 (based of 12 reviews)

5. Simplified

What makes Simplified a popular choice? Sheeba Thomas, an experienced digital marketing manager, and G2 user, gives their take on the platform.

Why Simplified stands out

Simplified shines as a comprehensive content creation tool, streamlining tasks for marketers focused on SEO and social media management.

• Automation features: “It’s fantastic for generating and publishing content like blogs, social media posts, and emails,” Sheeba notes.
• Integrations: Works smoothly with social media platforms and content management tools.
• Specific use case: Generates SEO-optimized content, reducing errors and saving time.
• User friendliness: Offers a clear and intuitive UI with comprehensive guides and FAQs.
• Reporting: Provides actionable insights and key performance indicators (KPIs) for easy assessment.
• Workflow impact: “Simplified has streamlined my B2B marketing by consolidating multiple tasks into one platform,” says Sheeba.

G2 Rating: 4.2/5 (4950+ reviews)

6. Intercom

MaryAnn Kerubo, the head of onboarding, has been using G2 since 2024. Let’s take a look at what they have to say about Intercom and how it fits into their workflow.

Why Intercom stands out

Intercom stands out for its robust customer engagement features, making it invaluable for teams managing onboarding and retention.

• Automation features: “Intercom’s product tours, live chat, and email drips make it a standout tool for engagement and retention,” MaryAnn says.
• Integrations: Plays well with Slack, HubSpot, Calendly, and FullStory.
• Specific use case: Enables effective user onboarding, engagement tracking, and support ticket resolution.
• User friendliness: Intuitive and easy to learn, with helpful support.
• Reporting: Provides insights that improve user retention and satisfaction.
• Workflow impact: “Intercom has enhanced my ability to onboard users and collaborate with my remote team efficiently,” MaryAnn shares.

G2 Rating: 4.5/5 (3,339+ reviews)

Wrapping it up

After hearing from our G2 Icons, it’s clear that marketing automation tools are game-changers for streamlining workflows, enhancing engagement, and boosting productivity. Whether you're looking for a CRM powerhouse like HubSpot, a social media scheduling tool like Social Bee, or an AI-powered automation tool like Bika.ai, there’s a solution for every marketing need.

For those focused on customer engagement, Intercom stands out as an excellent choice. If affordability and workflow automation are your priorities, Pabbly Connect is a must-consider. And for content creators, Simplified provides a seamless way to manage content across platforms.

Each tool on this list was chosen by industry professionals who use them daily, and their insights highlight the power of the right marketing stack. 

Now it’s your turn — if you’ve used any of these tools or have another favorite, consider sharing your experience by leaving a review on G2. Your feedback helps our community grow and make better decisions.