Marketing Automation Software
When your sales and marketing teams need to orchestrate a unified marketing approach for lead generation and nurturing, nothing fits better than dynamic marketing automation software. Marketing automation is a complete solution to all challenges faced by sales and marketing teams in the digital age. Organizations of all sizes use marketing automation for B2B and B2C marketing. From designing, implementing, monitoring, and managing marketing campaigns on multiple platforms to lead generation, nurturing, and onboarding, marketing automation eliminates all deadlocks and makes your sales and marketing teams highly performant.
What Is Marketing Automation Software?
Marketing Automation Software is a software application that assists sales and marketing teams in organizing, optimizing, streamlining, and personalizing the lead's journey through the sales funnel. It helps teams nurture the lead through all touchpoints and interaction channels such as email, social media platforms, and websites. With a series of automated events and processes, marketing automation tools execute marketing campaigns at staggered intervals.
Features of the top marketing automation software include: Lead Management, Lead Nurturing, Lead Scoring, Workflow Automation, Email Marketing, Customer Segmentation, Social Media Marketing, Analytics, and Reporting, Setting up Sales Funnels, Cross-Channel Campaign Management and Integrations.
How to Select the Best Marketing Automation Software?
GoodFirms' software listing platform is an authentic source for buyers to explore the list of some of the world's best marketing automation platforms. The listing curated by GoodFirms' experienced software research team will help you to pick the best marketing automation solution for your organization. Check the features, reviews, pricing, apply filters, and compare various software applications on this page and select the best one that fits your sales and marketing needs.
List of The Best Marketing Automation Platforms
List of The Best Marketing Automation PlatformsFilter
- 51Powerful, Next Generation Marketing Automation Software Solutions
- 52E-commerce Marketing Automation for Smart Marketers.
Omnisend is an omnichannel marketing automation platform built for ecommerce. With email marketing at its core, creating beautiful email campaigns is easier than ever before. Using Omnisend's sleek automation, you can personalize your message to customer data, campaign engagement, and shopping behavior. Unlike other platforms on the market, Omnisend allows you to add several channels into the same... read more about OmnisendVisit website14 Days$16/Month
- 53#1 Marketing Automation Tool for PPC, SEO, Social and Web Analytics
Supermetrics develops tools for simplifying business reporting. Get your metrics from Google Analytics, AdWords, Bing Ads, YouTube, Facebook, and many other sources into one place. Spend less time gathering data so you can focus on turning it into insight. Our tools cover multiple platforms such as Google Sheets and Microsoft Excel.... read more about SupermetricsVisit website14 Days$19/Month
- 54All-in-One Growth Software
With user analytics, live chat, email marketing, and marketing automation all in one place, you can craft every interaction with your visitors, leads, trial users, and customers like a pro. Whether you're closing a sale, onboarding a new user, or helping a customer with your product, Gistis the best way to do it. ... read more about GistVisit website21 Days$29/Month
- 55The World's Leading Customer Data Platform
BlueConic, the leading pure-play customer data platform, liberates companies’ first-party data from disparate systems and makes it accessible wherever and whenever it is required to transform customer relationships and drive business growth. Over 300 companies worldwide, including Hearst Newspapers, Heineken, ING, T-Mobile, and VF Corp, use BlueConic to unify data into persistent, individual-pro... read more about Blueconic
- 56Free e-mail marketing.
OpenEMM is an Open Source web-based enterprise application for e-mail and marketing automation. The tool enables you to create and send e-mail newsletter and service e-mails (like transaction e-mails and event or date triggered e-mails). Furthermore, you can of course control and organize your lead management.... read more about OpenEMM
- 57Smarter Segmentation.
Fixel is a fully automated segmentation software that uses highly advanced machine-learning algorithms to help users rank and segment their website audience as per the level of their engagement. This segmentation solution is designed to learn and understand how website visitors interact and behave with the user’s website and identify visitors that matter most. Once Fixel determines and catego... read more about Fixel
- 58The Professional Enterprise Class Open Source CRM Solution
openCRX is an open CRM solution that meets the needs of organizations requiring multifunctional, enterprise-wide coordination of sales generation, sales fulfillment, marketing and service activities to customers, partners, suppliers or intermediaries. ... read more about openCRX
- 59Automate your marketing and business processes
SalesAutopilot is the business automation software for serious small businesses that sell online, automating online buying experience and back office processes to increase their online sales revenue and enhance the life experience of business owners, employees and their customers. ... read more about SalesAutopilot
- 60The world’s first truly free marketing automation platform.
Leadsius is a comprehensive, web-based marketing automation platform for SMBs. The software provides behavioral-based automation functionalities that enable marketers to customize web forms, manage leads, create marketing campaigns, and monitor marketing performance. Its flexibility makes it ideal for SMBs and B2B companies looking for a scalable marketing automation solution.... read more about Leadsius
- 61The difference your business has been looking for.
InTouch is an award-winning sales and marketing system, bringing together more than 10+ core business tools, to give you a one-stop-shop to not only manage your business but to grow your business too, eliminating the need to use multiple systems at a high cost.... read more about InTouchCRM
- 62E-Commerce Customer Analytics and Marketing.
- 63The relationship engagement platform to connect with customers at the right time.
366 Degrees offers simple and effective marketing automation solutions that help to build efficient campaigns to drive customers and boost sales. Business owners, marketers, and sales experts can now market like industry giants and drive real results. 366 Degrees provides the following services: -CRM integration; -social and email marketing campaigns; -landing pages customization; -complet... read more about 366 Degrees
- 64Full Sales Enablement & Automation platform and real-time Company Data
Sales.Rocks is an all-in-one Sales Enablement and Automation platform that helps companies fill their sales pipeline by allowing them to get quick access to full contact profiles for 115M+ Companies and more then 200M+ Contacts from 213+ Countries worldwide and automate their outreach process. We combine different tools to provide a full automation platform to whole Sales and Marketing Teams and s... read more about Sales.RocksVisit website365 DaysContact Vendor
- 65THE SALES CRM AND MARKETING SUITE THAT BUILDS RAPPORT WITH YOU.
VipeCloud offers a Marketing CRM to help small and mid-sized businesses accelerate their growth. Consolidating your “stack” into a single system will make your company more efficient, agile, and able to grow quicker. VipeCloud is built and serviced in the USA.... read more about VipeCloudVisit website15 Days$20/Month
- 66Convert visitors into leads and nurture them into customers
Jumplead is an inbound and marketing automation service that helps you to turn more visitors into customers. Jumplead comes complete with easy to use lead management tools, allowing you and your team to make the most of the leads that Jumplead generates. Jumplead also has an integrated Twitter customer intent search that allows you to keep an eye on people looking for help and recommendations. Ma... read more about JumpleadVisit website14 Days$49/Month
- 67Digital marketing automation platform for the retailers.
Listrak helps marketers unlock the power of their customer data to create personalized, 1:1 interactions that drive incremental revenue, engagement, lifetime value and growth. Listrak has nearly two decades of digital marketing experience, serves more than 1,000 clients, and works with leading brands. Listrak CRM: Unlock your unified customer data through powerful exploration and visualization too... read more about Listrak
- 68Automate ActiveDEMAND marketing!
Beyond Providing a Dynamically Comprehensive Marketing Automation Tool.One of the primary challenges facing modern-day businesses is determining exactly what marketing efforts are working for them. “Marketing” needs to translate into tangible results sales teams, managers and others can see and measure. And that’s precisely where we come in. ... read more about ActiveDEMAND
- 69Draup for Sales and Talent
Draup empowers sales teams with comprehensive account and stakeholder intelligence to enable microtargeting. We analyze millions of data points to help sales teams understand finer details about their prospects, such as buying preferences, technology choices, outsourcing deals, buying centers, strategic and investment priorities etc., while also obtaining a deep understanding of the key decision m... read more about Draup Platform
- 70An integrated applicant tracking system for Recruiter, and CRM to Build Better Client Relationships.
TrackerRMS is a leading cloud-based Recruitment, Applicant Tracking and CRM software provider serving the Recruitment Industry. It empowers the employee to build better relationships and get more deals done, and at the same time provide us the data we need to make better business decisions. Tracker is a fully integrated Recruitment and Sales CRM designed for staffing and recruiting firms, across i... read more about TrackerRMS
- 71Sales Pipelines lens Customer Service lens Projects lens Events lens Learning.
GreenRope is a powerful, web-based application that allows business owners to consolidate their customer database, create marketing campaigns, send and track invoicing and that’s just the beginning, all while being more efficient and effective than ever before. No matter what kind of small business you are running, we work hard to make your life easier through consolidation while still offering ... read more about GreenRopeVisit websiteN/A$99/Month
- 72CRM made easy so you can do what you do best.
Claritysoft provides simple CRM software that helps your business grow more efficiently. With Claritysoft CRM, you can bring together your customer information in one place and leverage that data to market, sell and support your customers more effectively. It makes everyday sales tasks easy. By creating an intuitive look and feel and avoiding complex screens and rarely used features, Claritysoft d... read more about Claritysoft CRMVisit websiteN/A$39/Month
- 73The end-to-end client experience software for growing small businesses.
Thryv gives small businesses a chance to increase their return on investment from the software they use to get found, bring in new customers, and earn repeat business. It manages time, communicates with clients, and get paid, so they can take control of their business and be more successful. Thryvs CRM gives you in-depth insights into customer data and detailed customer profiles that include conta... read more about Thryv
- 74The Leading End-to-End Real Estate Software Platform.
Propertybase is the leading global cloud platform for real estate brokerages and teams looking to showcase their brand and drive more business through extraordinary digital experiences, collaboration, and automation. The Propertybase platform includes IDX and MLS-integrated luxury websites, the leading real estate CRM built on Salesforce, lead generation and intelligent transaction management and ... read more about Propertybase
- 75We drive your sales on Amazon.
factor-a – part of Dept provides brands with the expertise needed to drive sales on Amazon by combining intelligent software with agency performance. Amazon is the most attractive channel among all e-commerce options. In order to effectively exploit this channel, Amazon know-how, experience and implementation skills are indispensable in an increasingly fierce market. In this area, factor-a is a ... read more about factor-a suite
- 76CRM + Marketing Automation + Help Desk… All-in-One
LeadMaster CRM offers multiple features integrated into one complete, easy-to-use package. Some of the features include: CRM, email marketing, lead nurturing, landing pages, pipeline management, lead distribution, website integration, click-to-call, extensive reporting, dashboard charts, custom fields / forms and workflow automation to name a few. LeadMaster also integrates with a variety of usefu... read more about LeadMasterVisit website30 Days$15/Month
- 77Marketing Automation Made Easy!Visit website30 Days$9/Month
- 78Bring your marketing ideas to life in seconds
- 79Sales Automation Platform for modern sales teams
Prospect.io allows you to build email lists, set up impactful campaigns, measure results and integrate with many other services. Power up your prospecting efforts with our Chrome extension to find email addresses or import yours and we'll verify them for you. Reach out with our drip campaigns tool. Measure everything with our analytics interface and use our integrations with Zapier, PieSync or Pip... read more about Prospect.ioVisit websiteN/A$79/Month
- 80The all-in-one tool to manage and automate your Digital Marketing activities
RD Station Marketing, brings together the essential tools and a proven methodology for companies to effectively manage and automate their Digital Marketing strategy. You can attract visitors to the website, turn them into business opportunities, build relationships, close sales and monitor the results; All in one place. ... read more about RD StationVisit website10 Days$59/Month
- 81Onichannel marketing automation platform
dotmailer is a data-driven multichannel marketing platform. Our aim is simple. To empower marketers to achieve their goals in faster and smarter ways. dotdigital’s easy-to-use Engagement Cloud combines powerful technology with passionate people to deliver an unbeatable service.... read more about Engagement Cloud
- 82Cross-Channel Marketing Platform
Sailthru helps modern marketers at leading retail and media companies build deeper, longer-lasting relationships with their customers. Sailthru personalizes individual customer experiences across digital communication channels—in email, on a brand’s website and in their mobile applications. Sailthru-powered 1:1 relationships with consumers help drive higher revenue, improve customer lifetime v... read more about Sailthru
- 83Adaptive marketing automation made to work for you.
VBOUT is a marketing automation platform for any business. The platform includes powerful email and social media tools, lead intelligence and comprehensive analytics. Create a complete sales funnel and convert your visitors into leads by nurturing them with automated, personalized content. VBOUT will make your marketing efforts more efficient and effective, all from one beautifully designed dashbo... read more about VBOUTVisit website14 Days$100/Month
- 84Engage and Lead your Audience through Every Step of the Customer Lifecycle.
Platformly is a suite of tools for multi-channel marketing automation. From capturing and nurturing leads to turning them into customers and raving brand advocates, Platformly provides everything you need to build and grow a successful online business. ... read more about PlatformlyVisit website15 Days$15.83/Month
- 85Marketing platform that delivers results, fast.
Emarsys is the largest independent marketing platform company in the world. Our software enables truly personalized, one-to-one interactions between marketers and customers across all channels — building loyalty, enriching the customer journey, and increasing revenue. Our AI-enabled marketing platform offers an intuitive, easy-to-use solution for marketers, enabling companies to scale marketing ... read more about Emarsys
- 86ExpertSender is a Multichannel Marketing Automation system.
ExpertSender is a Multichannel Marketing Automation system designed to help fast-growing businesses grow their revenue with marketing automation across the Email, SMS, Web Push, Mobile Push, Facebook Audiences, Google Customer Match & Mobile apps and more. ... read more about ExpertSenderVisit website90 Days$528/Month
- 87Marketing automation made simple.
Higher Logic Communications helps you deliver tailored, relevant messages to your members throughout their journey with your organization. Save your staff time by focusing on the strategic elements of email marketing instead of manual, repetitive tasks. Deliver superior campaigns with dedicated marketing automation resources including built-in best practices and activity tracking. Use insights to ... read more about Higher Logic
- 88Customer Data Platform with seamless omnichannel experience execution
SALESmanago is a cloud AI & Machine Learning powered marketing automation platform. SALESmanago customers build complete behavioural and transactional profiles of over 500 million customers and use this data to personalize marketing in all channels including e-mail marketing, dynamic website content, mobile, social media, ad networks and direct sales. ... read more about SALESmanago
- 89The only marketing software you need to generate referrals and repeat business.
OutboundEngine helps businesses grow by making online marketing simple and easy for everyone. We create beautiful, high-impact marketing campaigns, deliver them automatically and track engagement to show who’s ready to have a conversation. Our platform strengthens relationships with customers, partners and prospects to uncover more opportunities with less work. ... read more about OutboundEngineVisit websiteN/A$199/Month
- 90AI Powered Omni-Channel Marketing Platform
Gamooga is a marketing automation solution which helps e-businesses deliver personalized actions at their customers through various channels such as email, web, mobile, social and display. The core strength of Gamooga is its powerful targeting engine which helps businesses segment their customers based on various parameters such as their demographics, geographical location, purchase interests, pur... read more about Gamooga
- 91Intelligent marketing automation for fast-paced teams
Freshmarketer is a full-fledged marketing automation solution for fast-paced marketing teams. It lets you intelligently engage your users across their lifecycle from pre to post-acquisition. Marketers use Freshmarketer to run lifecycle campaigns, build nurturing workflows, analyze their user behavior, do personalization at scale, and more. ... read more about Freshmarketer
- 92Intelligent, Behavior Based Marketing AutomationVisit website14 Days$99/Month
- 93Predictive Marketing Automation
AutoPilot, or Omni Channel Marketing Automation, is technology driven intelligence connected to autonomous capabilities. BuyerGenomics AutoPilot literally allows the marketer to set some of the most advanced, intelligent 1-to-1 marketing –on “auto pilot.” ... read more about BuyerGenomics AutoPilot
- 94A cloud-based marketing software to make your business grow.
A solution to pilot your inbound marketing campaigns with simplicity and flexibility due to the power of Open Source mastered by Webmecanik. Target your leads that are ready to buy, create a loyalty program for your customers, measure and optimize your marketing actions. Raise significantly the return on investment (ROI) of your actions with the tools of marketing automation. ... read more about Webmecanik Automation
- 95AI-driven marketing automation that delivers full-funnel engagement from prospect to brand loyalist.
INBOX25 is a leading marketing automation platform provider. An all-in-one Sales and Marketing Platform designed to help your business grow. INBOX25's Marketing Automation is the intuitive choice for businesses worldwide. Visuals-based reporting, easy to set up multi-stage drip campaigns, web page designer, social media management, and smart lead scoring - these and other features are accessible t... read more about INBOX25Visit websiteN/A$399/Month
- 96The Only Complete Marketing Solution for Microsoft Dynamics
ClickDimensions is the only complete marketing solution for Microsoft Dynamics, made exclusively for and natively built within the Dynamics environment. We combine multi-channel marketing automation technology, a marketing dashboard for deeper insights into marketing results and revenue impact, and a full range of world-class marketing services – all designed to ensure success for marketers at o... read more about ClickDimensionsVisit websiteAvailable$499/Month
- 97Discover how to attract and acquire the best fit customers for life.
Technology will always be evolving, but engagement is timeless. Engaged customers generate more revenue and often become your advocates. At Right On Interactive, we’ve seen profitable growth sustained when marketers view engagement as a journey, not just a campaign. So we’ve designed our software to automate the concept of Customer Lifecycle Marketing, providing visibility into who is the best... read more about Customer Lifecycle Marketing
- 98Kulea.ma is marketing automation designed and built by marketers.
- 99Build your brand. Generate qualified leads. Drive more revenue. Measure marketing impact.
We are Zymplify, providers of big marketing solutions for small and medium businesses. By using our Cloud Marketing platform you have access to your own personalised integrated digital toolbox. Making digital marketing easier on you and more powerful! The Zymplify platform is designed to take complexity and fragmentation out of the equation. Our skilled team are also on hand to add additional mark... read more about ZymplifyVisit websiteAvailable$149/Month
- 100All-in-One Marketing Automation Software
Marketing Automation Personalized - Track your customers and visitors in real-time and understand their online behavior including email and social media interaction. MaaxMarket uses machine learning algorithms to automatically score leads based on customer purchase behavior. ... read more about MaaxMarketVisit website15 Days$49/Month
- Marketing Automation Buyer’s Guide
- What is Marketing Automation?
- What are the Best Practices of Marketing Automation?
- What are the Key Components of Marketing Automation?
- How does marketing automation relate to the customer journey?
- What is Marketing Automation Software?
- How Is Marketing Automation Software Different from CRM?
- What Does Marketing Automation Software Do?
- How Does a Marketing Automation Software Work?
- What are the Types of Marketing Automation Software?
- How Did Marketing Automation Tools Come Into Use?
- Upcoming Trends in Marketing Automation Software
- Benefits of Using a Marketing Automation Software
- Must-Have Features of a Marketing Automation Software
- How to Choose the Right Marketing Automation Software for your Business?
- Average Cost of a Marketing Automation Software
- When Is The Right Time To Invest In Marketing Automation Software?
- How to Ensure Successful Implementation of Marketing Automation Software?
- Why Does Marketing Automation Fail?
- Why Referring to GoodFirms’ List of Marketing Automation Solutions Can Help?
- Key Take-aways
Marketing Automation Buyer’s Guide
Most of the businesses consider marketing automation to be inevitable. The advanced functionality resulting due to AI and machine learning has encouraged the marketers to believe that automating marketing activities would provide quick and better results than manual processes can leverage. As per the State of Marketing Automation 2019 Survey Report, 75% of marketers use marketing automation tools.
Selecting the best marketing automation software for a small business can not only add to its profitability, but also enhance its reputation. Regardless of being a first-time buyer or intending to change the existing marketing automation software, if you are wanting to enhance your marketing strategies and achieve successful results, this buyers' guide to marketing automation software is for you.
What is Marketing Automation?
Marketing automation is a smarter approach that helps sales and marketing personnel to automate the tasks like -
- Creating, launching, and managing online marketing campaigns
- Tracking and managing prospects, leads, and customers
- Measuring marketing efforts to make informed decisions
Marketing automation can revolutionize your marketing by minimizing the use of resources and maximizing the returns on investment. It can streamline your campaigns, improve accountability within the team members, provide better customer experiences, and generate accurate reports.
What are the Best Practices of Marketing Automation?
The 5 best practices of marketing automation include -
Knowing your buyers’ persona before implementing a marketing strategy is a must. Interviewing customers, conducting surveys, analyzing reports, etc., can give you the information about your buyers and help you in designing an effective marketing strategy.
Building a Workflow
Building a workflow while implementing a marketing strategy is important. All the team members should be on the same page and should have complete information about the process to be followed.
Capturing the Right Information
Capturing the right information from your visitors is important to approach them effectively. With the correct information on hand, you can analyze the buyers' persona, their journey, and create personalized content accordingly.
Create Solid Content
Content is something that is a driving force to capture the attention of your customers. The content you create and publish should establish an impressive reputation for your business in front of your buyers.
Neither all the buyers are the same and nor are their requirements. Segmentation of the customers based on their persona, journey, geographical location, age, gender, etc., is important before approaching them with an effective marketing strategy.
What are the Key Components of Marketing Automation?
There are four major key components which can make marketing automation successful -
Listing/Segmentation - Listing and segmenting the audience based on their journey, requirements, geographical location, gender, and other factors.
Lead Scoring - Lead scoring is assigning value to the leads based on their possibility of converting.
Trigger - Trigger is a specified time or condition when a marketing campaign should be launched — for example, sending a discount coupon to the customer who is close to the purchase decision.
Action - Action is something that comes after trigger. For example, sending a welcome email immediately after the customer signs up.
How does marketing automation relate to the customer journey?
There are four stages of a customer journey - Introduction, Exploration, Purchase, and Retention. Marketing automation plays a major role in each stage of the customers’ journey.
At this stage, your buyers are not looking forward to buying from you. They are just discovering the products or services being provided by a brand. To engage customers at this stage, you need to post content on social media or send emails consistently, so that they can consider contacting you when they require the products or services you are providing. A marketing automation software can assist you in scheduling and automating the process of engaging your customers at the awareness stage.
At this stage, your customers are exploring, evaluating, and comparing your products and services with the available options in the market. For example, if one of your prospects is exploring your products on your website, you can send them the discount code to grab the opportunity. Marketing automation software helps you in monitoring the activities of your customers and acting on it immediately.
At this stage, the customer is in the process of making the decision to purchase your products or services. Now, it becomes important to provide an excellent and seamless shopping experience to your customers, so that they give positive feedback about your business. Marketing automation software can help you in sending automated emails to the customers after purchase, approaching them in a meaningful way, and assisting them at each step of their purchase decision.
Retaining the current customers and acquiring new business out of them, is one of the biggest achievements of any business. Competition being so fierce, it is difficult to stop your customers from getting attracted to other products and services available in the market. A marketing automation software can help in upselling and reselling to maintain the loyalty of your customers, ultimately accelerating ROI of your organization.
What is Marketing Automation Software?
Marketing automation software is an all in one marketing platform that is developed with the aim to automate, streamline, monitor, and measure marketing activities and processes so that businesses can gain operational efficiency, achieve their sales goals, and expand exponentially.
Whether it is about sending marketing emails, prioritizing your customers, creating landing pages, or measuring the success of your different marketing programs, a marketing software can make your business processes and marketing efforts seamless ultimately resulting in improved productivity, reduced costs, and maximized conversions.
How Is Marketing Automation Software Different from CRM?
Marketing automation software is often confused with CRM. Many CRMs even have a marketing automation module, which makes marketers think about whether they should invest in marketing automation software or CRM. If you look into the features and capabilities of CRM, you would realize that CRM adds value to the sales department, but misses out on the requirements of the marketing department.
CRM is used to manage contacts and track opportunities. Marketing automation software is used for automating marketing programs, enhancing customer relationships, and measuring marketing efforts. This is the primary difference between both of them.
Click to go through the buyer’s guide to CRM.
Let’s go through the capabilities of marketing automation software and how it can help your business.
What Does Marketing Automation Software Do?
Basically, marketing automation software includes inbuilt applications that are designed to optimize & streamline marketing tasks efficiently and effectively. It can help your employees to focus on strategic activities instead of monotonous activities, and eliminate human errors. Moreover, it helps in increasing customer engagement, grab more sales opportunities, and stay ahead of the competitors. Some of the key activities of marketing automation software include -
Lead Capturing, Tracking & Monitoring
The marketing automation software can capture the leads based on the visitors on your business website, track their information, monitor their activities, and perform marketing activities accordingly to achieve successful results.
Email Campaign Management
A successful email campaign management requires storing and accessing accurate customer information, consistency, and professional design. Marketing automation software includes features that can help in sending professionally designed emails to the right people at the right time.
Social Media Marketing
A marketing automation software can schedule your posts on various social media marketing platforms. Posting effective updates on social media platforms can help in better conversions and benefit the business consistently.
The task of managing resources in an optimum manner is highly significant to run a business with high profitability. The marketing automation software facilitates you to minimize your overheads and maximize ROI.
Landing Page Creation
A marketing automation software includes design templates that allow you to create appealing landing pages helping to attract new customers and retain the present ones.
A/B testing helps in determining the user’s reaction over two different products or services. Marketing automation software can make the process of A/B testing easy and evaluate the results accurately.
No more juggling between different software and excel spreadsheets. Marketing automation software easily integrates with 3rd party tools like email, CRM, social media, to provide the user with everything from a single interface.
Analytics & Reporting
A marketing automation software generates comprehensive and accurate reports which help businesses to make informed decisions and prepare successful marketing strategies for the future.
How Does a Marketing Automation Software Work?
The way marketing automation software works depends on the tasks to be accomplished. For example, if you are trying to run an email marketing campaign, the below-mentioned tasks can be sorted by using a marketing automation software.
Step 1 - Segmenting based on activities and buyers' journey.
Step 2 - Selecting the target audience.
Step 3 - Designing a professional email.
Step 4 - Feeding the email content.
Step 5 - Executing the campaign.
Step 6 - Measuring the open & click rate.
Step 7 - Shortlisting warm and hot leads.
Step 8 - Moving warm and hot leads to CRM.
Step 9 - Reengaging the leads and prospects.
What are the Types of Marketing Automation Software?
Based on Deployment
On-Premise Software is hosted on the server of the business organization. It requires specific hardware configuration and complex installation.
Software-as-a-Service is a web-based software that is hosted by a service provider and made available to the clients using multiple devices and platforms using the internet.
Based on License
Open-Source Marketing Automation Software provides free code that can be customized as per the business requirements. It is free to download and deploy.
Free Marketing Automation Software is free software that is available on the cloud or can be downloaded with the source code, which cannot be customized.
Paid Proprietary Marketing Automation Software can be used on cloud or can be downloaded after paying weekly/monthly/subscription or one-time charges.
How Did Marketing Automation Tools Come Into Use?
Marketing is the fuel of any business. Regardless of the type and size of the business, it requires marketing their products and services to survive and grow. At one point of time, due to increased consumer awareness, and their buying habits, marketing is required to get infused to technology to cope up with the rising competition in all the sectors. So, let's have a look at how marketing automation software came into use.
In earlier times, spreadsheets were used for storing the data of leads and potential clients and access it while contacting them through phone or email. It was in 1992 when Unica - a subset of CRM came into existence. The Internet was at its initial stage at that time. In 1999 Eloqua was introduced, which was transformed as a marketing automation service in 2003. Later on, in 2005-2008, new marketing automation tools like Hubspot, Marketo, Ontraport, etc., were introduced, which included email marketing automation, social media optimization, and many other marketing automation tools.
Upcoming Trends in Marketing Automation Software
Marketing automation software has evolved with time and is continuously growing due to a simple reason that businesses know the potential positive effects of marketing automation, which is adding up to their profits. So, here are the upcoming trends in marketing automation software, you must be aware of to pick the right one for your growing business.
Personalized content helps in providing better customer experience, which ultimately leads to increased sales. People always appreciate recommended products based on their past purchases, or an email addressing their first name instead of a common term. Personalized context is definitely a driving force to business growth, and marketing automation software can help in deploying this strategy.
Once a user clicks a link or an ad, the behavioral data is consumed by Machine Learning systems, which can then be used in future marketing campaigns and while approaching the buyers during their entire journey. This would not only help in marketing effectively but also enable you to provide better customer experiences.
Artificial Intelligence (AI) would help in studying user behavior, engage the customers, encourage cross-selling, ensuring customer retention, and retargeting the customers in a highly effective manner. Artificial Intelligence can take marketing automation to the next level in an era when customers demand quick and personalized services.
Chatbots can make your business work 24/7. You don't need to be at your desk all the time to keep your customers happy. Chatbots would talk to your customers even if you are not around. It can capture entire information from the customers like their preferences, queries, etc., and help you to take quick action on it. Chatbots are already playing a very important role in customer service and marketing departments and would be highly used in the majority of the organizations very soon.
In the coming future, the retention of the customers would be more important along with acquiring new customers due to the increasing competition and new products/services being introduced every day. With the right marketing automation platforms having the latest features, it would be easy for marketers to innovate and execute strategies that help in customer retention.
Benefits of Using a Marketing Automation Software
If you are considering marketing automation service for your business, it becomes significant to understand what to expect and benefits it can deliver before you start looking out for the options. So, here are some key benefits of using a marketing automation software -
Reduces Staffing Costs
A marketing automation software can set up marketing campaigns that can be automatically triggered based on certain criteria. Moreover, posting social media posts, and sending personalized emails can also be automated. In short, a single employee can do the job of 50 employees with the help of marketing automation tools, resulting in reduced staffing costs.
Marketing automation platforms can automate the process of customer follow-ups, not letting you miss even a single opportunity. Moreover, it can help you in cross-sell and up-sell in an effective manner. Proper lead management and prioritization with the help of a marketing automation software, obviously would lead you towards increased sales and high revenue generation.
Most of the marketing automation platforms allow scheduling & posting social media posts for different platforms from a single interface. Though there may be different software for this task, it would be great if you have a single platform for tracking leads, posting social media posts, and triggering email marketing campaigns all from a single platform.
Using marketing automation tools means clearly defined processes and accurate reporting, which shows the performance of each team member. This makes everyone involved with sales and marketing responsible for their tasks and tries their level best to perform well and display their caliber.
By using marketing automation software, you are replacing manual processes with automated processes. So, now your email campaigns, social media posts, lead nurturing, and many more marketing tasks are being managed using computerized rules. This frees up the time of your staff to focus on creative tasks that can enhance the productivity and efficiency in your organization.
Implementing marketing automation solution allows you to visualize the entire customer journey and provides you the opportunity to streamline the processes accordingly. This helps in refine targeting and nurturing the leads, for example, automatically sending an email about the product information as soon as the customer completes the purchase on your online store.
Your marketing automation software provides you the complete information about your team about who is doing what. You can manage your resources and assign tasks to people based on their skills and qualifications. This way, you can improve productivity and make the most out of the hours you have.
Augments Customer Retention
A marketing automation solution helps you in targeting your customers at all stages of the customer journey. Moreover, it also allows triggering marketing campaigns over multiple platforms. Updating present customers with the latest updates in your products would help you in augmenting customer retention and achieving higher returns.
Helps in Making Better Decisions
The reports generated by marketing automation platforms tell you about the success of your marketing efforts, target audience, returning customers, marketing expenses, returns. Precisely, it can provide important information that can help you in making better decisions that can be remunerative for your business in the long run.
Must-Have Features of a Marketing Automation Software
Marketing automation software is beneficial for improving the marketing and sales of your products and services. But, to select the right one which suits your business, it becomes essential to know the features to consider in a marketing automation solution as mentioned below -
Lead management would help you in identifying prospects, capture leads, track their journey across the sales funnel, personalize content, target potential customers, and ensure high conversions.
Email marketing automation would help you in scheduling email campaigns, send personalized emails, categorize email recipients, track email marketing strategy to reduce bounce rate, record communication, and analyze results like open & click rate.
Social Media Marketing
Marketing automation software can maintain your social media accounts, schedule your posts and updates, track the performance of your social media campaigns, respond to your customer queries, build targeted advertisements, and respond to your customer queries promptly.
The marketing automation solution you select should allow you to segment the leads and prospects, to select your target audience suiting to the marketing campaign. Triggering emails or sending messages without targeting the right audience can result in a fiasco wasting your valuable time and money.
Analytics and Reporting
To make informed decisions, you need to pick the marketing automation tool that allows you to collect and analyze comprehensive data, generate customized reports as per your business logic, monitor campaigns, measure performance, and ROI.
How to Choose the Right Marketing Automation Software for your Business?
In addition to the features to be considered while selecting a marketing automation software, below are some factors that you need to consider before you decide to invest in one -
Costs - In many cases, the marketing automation software vendors may charge some hidden costs, extra fees to deploy, or future maintenance costs. You need to check the exact cost of the marketing automation tools and decide whether it suits your budget or not before selecting one.
Limitations - Many marketing automation platforms have limitations in terms of features, email recipients, social media platforms, or it is not scalable as per your requirements. You need to check the limitations of the marketing automation tools before you purchase it.
Mobile-Friendly - In this era, when everything is done using mobile, starting from buying groceries to booking flight tickets, it would be difficult if you are not able to manage your business marketing on the go. So, you need to ensure that the marketing automation solution you choose is mobile-friendly.
Integration - Before you purchase a marketing automation software, you need to analyze whether you require it to integrate with the other tools you are currently using for your business for updating social media posts, email campaigns, maintaining customer database, etc.
User-Friendliness - If your employees and team members don’t use the marketing automation software you have purchased, then that investment would be a waste. Ensure that the marketing automation tool you buy is user-friendly so that your staff adopts it easily and makes the optimum use of it.
Support - The marketing automation solution provider should be offering prompt support so that you can easily resolve problems if stuck in the middle of a task due to a technical issue.
Reviews - Check the reviews of the users who are already using the marketing automation software you are about to buy to select the best one.
Average Cost of a Marketing Automation Software
The price of a marketing automation software varies depending on the features it offers, the number of users it allows, and other scalability factors. The cost of marketing automation platforms can be as low as $9/month to $1250/month. For example, you can use ActiveTrail, which costs $9/month or Pardot, which costs $1250/month depending on the features you require, and the number of users would be using it.
If you are looking for a marketing automation software for small business, you can go for eSputnik, which costs only $1.99 one time charge. You don't require to pay every month to keep on using it. The features in this tool specially used for marketing automation for small companies might be limited, but if your budget is a constraint, this option can suit you.
Also, there are free and open source marketing automation platforms available like Mautic or OpenEMM, which you can also customize as per your business requirements. You can view the list of the top 7 free and open source marketing automation software here.
If you are looking for advanced features in your marketing automation solution which a cheap or free software cannot provide, we would suggest you to go for the marketing automation tools that offer free trial like AutoKlose, LeadMi, LeadGen, and many other mentioned in the complete list of marketing automation software intricately curated by the GoodFirms’ Team.
When Is The Right Time To Invest In Marketing Automation Software?
Before investing in a marketing automation software, you need to conduct a self-assessment test within your organization and get answers to the below-mentioned questions.
- Do you have more leads than your business can handle?
- Do you have more leads but a low conversion rate?
- Do you want to generate more leads?
- Do you want to implement a highly effective marketing strategy?
If the answers to all the above questions is yes, then this is the right time to invest in marketing automation software for your business.
How to Ensure Successful Implementation of Marketing Automation Software?
Buying the best marketing automation software is significant, but implementing it in the right manner is still more important. Failing to implement the marketing automation tool correctly can be disastrous for a business in terms of finance, productivity, and overall reputation. So, here are some vital points you need to consider to ensure the successful implementation of marketing automation software.
Define your goals
You need to know exactly what your organization is wanting to achieve by implementing marketing automation software. Most organizations hope to grow revenue, but there may be other reasons like improving customer experience, streamlining the buying process, analyzing buyers' journeys, and many more.
Ensure Compatibility With Marketing Strategy
Having the best marketing automation software, but a poor marketing strategy can never yield the expected results. Marketing automation software can only automate the process; it cannot guarantee success if teamed with an ineffective marketing strategy.
Drive for Excellent Content Strategy
Content plays an important role in conversions. Make sure that you get fresh & crisp content posted for marketing your products and services. The quality, volume, and frequency of the content you post online can help you in the marketing automation process highly effective.
Provide Training to your Staff
Introducing a new marketing automation system in the organization would not be enough. You need to train your staff and ensure that they use it. Tell them the benefits and motivate them by showing the successful results achieved by using the marketing automation software.
Why Does Marketing Automation Fail?
The below quote by Bill Gates would clearly define why marketing automation fails for many companies;
“The first rule of any technology used in a business is that automation applied to an efficient operation will magnify the efficiency. The second is that automation applied to an inefficient operation will magnify the inefficiency.”
Besides that, there are 6 common reasons due to which marketing automation fails -
- Lacking human efforts
- Misinterpretation of buyers’ journey
- Implementing the same marketing strategy for different buyers
- Blasting emails at the wrong time
- Not publishing impressive content
- Posting updates or sending messages at the wrong time
Why Referring to GoodFirms’ List of Marketing Automation Solutions Can Help?
Picking the best marketing automation software can be overwhelming when there are a plethora of them available in the market. There might be several questions coming into your mind while selecting one; after all, it is about investing your valuable time and money both. We would recommend you to go through the list of the best marketing automation software listed by the GoodFirms' team, as it includes the reviews of the users and detailed description of each one of them, which can help you in selecting the right one for your business.
- GoodFirms team follows a highly intricate research process and has been successful in providing the listing of around 9000 software being used in different business sectors.
- The list of software curated by GoodFirms team can make your selection process easy, as it includes unbiased reviews of the users who are already using these tools.
- The in-depth research conducted by GoodFirms has proven to be highly reliable and has won the trust of renowned companies and software vendors, as it is based on the latest technologies trends prevailing in the current market.
The use of the word "automation" means to set it and forget it. But, in the case of marketing automation, we need to manage changes on an ongoing basis constantly. Several disruptions are going on externally in the market and internally in the organization. We need to continually review the rules, processes, and strategies we have implemented along with the marketing automation software. Also, we need to ensure that sales and marketing departments are aligned and on the same page. The perfect combination of the best marketing automation software with perfect marketing planning and strategies can result in the consistent growth of a business.
So, if you are not using a marketing automation software, or looking forward to going for an advanced one, you need to act now, as we are in an era that requires our business to be sound in terms of technology, and strategy both to compete and stay ahead of the time.