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
- 101B2B Marketing Automation Suite
Turbocharge your lead generation marketing with CommuniGator. We work with our customers to generate and deliver new business opportunities. Our all-in-one marketing platform allows you to manage every step of your digital journey. From tracking leads to building complex campaigns. We integrate with most CRM systems, connecting you with your data, streamlining your campaigns. ... read more about CommuniGatorVisit websiteAvailableContact Vendor
- 102The all-in-one marketing automation software
LeadFox™ is a fully-integrated marketing software solution that specifically focuses on converting your actual and future visitors into clients. From creating convincing landing pages that capture more leads to running smarter email campaigns that better nurture new customers—LeadFox makes deploying your online strategy easy and automatic.... read more about LeadFoxVisit website14 Days$49.95/Month
- 103Sales & Marketing Automation Software to grow your business
SalesPanda is an integrated Marketing Automation platform for companies to grow their businesses digitally. SalesPanda Channel Cloud automates digital marketing for channel partners for industries like insurance, financial services, real estate, etc. to help them leverage the digital reach of their channel network, automate co-branded marketing, and get deeper analytics. SalesPanda Marketing Cloud... read more about SalesPandaVisit websiteN/A$300/Month
- 104Remarkety is a marketing automation platform for eCommerce and retail.
Remarkety is a leading marketing automation platform designed for commerce from the bottom up. Changing the way retailers market, target and sell to their customers, Remarkety equips merchants regardless of size with enterprise level tools that were otherwise unavailable to them. ... read more about RemarketyVisit website14 Days$100/Month
- 105POWERFUL SALES & MARKETING AUTOMATION SOFTWAREVisit websiteN/A$250/Month
- 106Rated #1 in Sales and Marketing Automation
Makesbridge is an all in one cloud platform featuring mass email, marketing automation, sales automation, and business intelligence dashboards. The platform is used by companies small and large, B2B and B2C such as Time Warner Cable, Johnson & Johnson, Hewlett Packard, Microsoft and Vodafone, to effortlessly communicate with customers. ... read more about MakesbridgeVisit website15 Days$367/Month
- 107Drive Growth and Create Customers for Life
The Total Expert Marketing Operating System gives your organization a centralized platform to manage your brand at an enterprise level. You gain greater oversight and audit-ready compliance, fueling fast, confident decisions. ... read more about Total Expert
- 108Not Just Marketing Automation. Double Your Revenue With Maropost
Maropost is a fully unified customer engagement platform, designed to provide a single solution for all areas of business—across marketing, commerce, service, clienteling, referral, and more. Connecting brands with their customers, Maropost unifies customer data to create unified customer experiences. We’re changing the way organizations operate through technology—breaking down divides betwe... read more about Maropost
- 109plifying marketing automationonce and for all
smoove is an innovative SAAS Marketing automation platform that empowers businesses to grow with its 4 core solutions: email marketing, marketing automation, sms marketing and landing page solutions. Our platform allows you to strengthen the connection with your customers with more relevant and personal marketing than ever before. smoove is simplifying marketing automation once and for all. ... read more about Smoove
- 110Customer Success Platform
The SmartKarrot platform drives product and customer success through better user engagement and retention. SmartKarrot combines product insights and personalization engine with rich notifications, pulse feedback and referral management to provide an actionable mapping across the user journey. SmartKarrot is actively helping businesses across industries (patient engagement, employee engagement, con... read more about SmartKarrotVisit website30 DaysContact Vendor
- 111Time-saving sales automation software for every stage of the funnel.
Autoklose covers all the important areas of modern sales development. It helps you target the right prospects by utilizing our huge database packed with clean, verified B2B leads from different industries and applying a number of different powerful filters. You can then engage your prospects and convert them into loyal customers by sending out sequences of highly tailored emails at scale, ... read more about AutokloseVisit website14 Days$49.99/Month
- 112Market With Intent
Mintent enables marketing teams to plan, create, distribute measure & optimize content campaigns in one place. Get all of the functionality of a Content Marketing Platform, along with Content Performance Analytics and SEO tools to maximize the ROI of your campaigns. ... read more about Mintent
- 113Marketing Automation and lead generation
LeadMi is a next-generation Lead generation and Engagement platform which covers each and every aspect of a sales journey from prospecting to closures to post-sales services. LeadMi allows you to manage your inbound and outbound leads from capturing lead information and engagement perspective. Designing lead journeys around various intent triggers and automation for faster closures would be our t... read more about LeadMiVisit website15 DaysContact Vendor
- 114Build Better Online Forms to Boost Your Lead Generation
LeadGen App is a lead capture form-builder tool for digital marketers. It helps marketers build custom lead form and test them for best conversion rates. LeadGen App works via form embed code that works on all major landing page and website editor platforms and via direct link sharing as well. The forms can be integrated to marketing software like your CRM and email campaign tools.... read more about LeadGenVisit website60 Days$38/Month
- 115Programmatic Advertising Platform
Kritter Software Technology Kritter's ad trading stack enables organizations to run their own campaigns, manage publisher inventory, and integrate demand and supply partners of all kinds. Our highly customizable, white-label, on-premise software platforms are deployed on-location (on our partners' servers) to help our partners completely in-house their programmatic advertising in as little as 2 we... read more about Ad Trading StackVisit website15 DaysContact Vendor
- 116All-in-one marketing automation software
Odoo allows you to craft sophisticated end-to-end customer journeys, design engaging email campaigns in minutes and create automatic and targeted marketing campaigns. Set up advanced marketing workflows that are centered around your prospects and nurture them efficiently through your sales funnel. ... read more about Odoo Marketing AutomationVisit website15 Days$36.00/Month
- 117Digital marketing insights for data-driven decisions
JustControl.it develops a marketing-focused technology solution enabling businesses to gain full control over their ad spending, evaluate campaign performance across a wide range of channels, and get up-to-date reports on virtually every slice of data. The system architecture, powered by an elaborated ETL engine and advanced automation capabilities, ensures seamless data mapping from numerous sour... read more about JustControl.itVisit website14 Days$350/Month
- 118consider it done
Silvercrest's proprietary LMap system is the only platform that allows brands to manage and access all marketing & media needs from one portal. With LMap, you can manage effective email marketing with the same platform that you use to manage all of your other marketing efforts. Our ongoing data hygiene ensures that your lists are correct and active. Simply load in HTML creative, upload and select ... read more about LMap
- 119The all-in-one marketing automation platform for Shopify stores
Firepush is an all-in-one omnichannel marketing app that enables Shopify stores to retarget visitors using push notifications, emails and SMS messages. Using the app, merchants can send synchronised marketing campaigns via different channels to grow sales, improve conversion rates and increase customer lifetime value. The channels work in tandem and help streamline campaigns. Firepush provide... read more about Firepush
- 120Increase revenue for your online store
Meazy offers effective retargeting strategies designed to connect you with potential customers via relevant ads and draw them back to your website. Potential customers will see sleek, eye-catching ads that are individually generated for each user on the right site at the right time. ... read more about MeazyVisit websiteN/A$1/Day
- 121The Best Shopify Analytics App To Simplify Data
RevTap is a Shopify and eCommerce analytics tool powered by artificial intelligence that helps online stores increase revenue with actionable business intelligence. The all-in-one intelligence platform brings data from all your marketing and analytics apps to one dashboard. It then uses eCommerce intelligence, backed by industry experts to convert your data into actionable reports - growth analyti... read more about RevtapVisit websiteN/A$14.99/Month
- 122One place for everything online reputation management
White-label reputation management software for your clients and multi-location brands. We pioneered online reputation management software for agencies. Since 2008, we’ve helped 2+ million businesses manage billions of customer reviews, mentions, and online listings. ... read more about VendastaVisit website30 Days$49/Month
- 123CRM and Marketing Automation together as one.
Act! CRM provides users with everything they need to market like a pro, turn leads into sales, and win raving fans for life. For over 30 years, Act! has been a pioneer in the small & midsized business software market and today offers the rich functionality, unparalleled flexibility, and exceptional value that enables a perfect fit for every customer. Act! has a solution that’s perfect for your b... read more about Act! CRMVisit website14 Days$15/Month
- 124The Powerful Small Business CRM System.
Really Simple Systems CRM helps you work smarter by managing and tracking your sales leads and customers, letting you get on with growing your business. Designed for small and mid-sized organizations yet also perfect for larger teams, our CRM is super-easy to set up and simple to use. There's a customizable Sales CRM, plus Marketing and Service options and 3rd party integrations - so everything is... read more about Really Simple Systems CRM
- 125Never Follow Up Again
If No Reply is the sales automation choice for small and medium sized businesses. It's easy to set up and simple to use while offering the flexibility to completely personalise every message. USED BY salespeople, startups, recruiters, and agencies, If No Reply can help you save time and convert more prospects. FEATURES native Gmail integration, automatic follow-ups, drip campaigns, mail merge & co... read more about If No ReplyVisit websiteAvailable$10/Month
- 126AI Call Tracking & Analytics for Marketers
DialogTech is the leading provider of AI-powered conversation intelligence for marketers. Industry leaders trust DialogTech for the data, technology, expertise, and support they need to drive and convert more callers to customers. As marketers face mounting pressure to drive not only leads but revenue, DialogTech’s platform empowers them with the call attribution data needed to confidently inves... read more about DialogTech
- 127Boost Your Marketing with Interactive Content
Outgrow enables marketers to create interactive content like calculators, quizzes, recommendations, forms, surveys, chatbots, polls, contests, and assessments. These high converting, personalized and viral experiences add real value to the customer, enable new levels of engagement, and generate helpful data that you can use to qualify and segment leads. ... read more about Outgrow
- 128Scale personalized customer messages
Vero enables engineering, product, and marketing teams to collaborate on designing and deliverling personalized emails using real-time customer data. Our email platform lets you harness the power of your data to create email experiences that deliver your customers more value and drive more revenue - email communications that are a true extension of your product.... read more about VeroVisit website30 Days$125/Month
- 129Take your lead generation campaign into another level with Callbox Pipeline and HubSpot
Callbox Pipeline is our complete lead management platform that powers your outsourced lead generation program through its multi-channel marketing capabilities. When you sign up for any of our lead management services, you automatically enjoy the benefits of our proprietary CRM software designed to answer the needs of an outsourced sales and marketing campaign. With Callbox Pipeline’s real-tim... read more about Callbox Pipeline
- 130Sales & Marketing Teams Driving Success With Leadspace
Leadspace B2B Customer Data Platform empowers Sales and Marketing to find and convert their ideal customers through accurate, personalized engagement. Leadspace uses AI to provide a single source of truth across all sales and marketing data, identify net new account and individuals, and recommend the best marketing activities. Updated in real time, data and intelligence remains constantly accurate... read more about Leadspace
- 131CRM software for small to medium UK businesses.
software, crm, customer relationship management, b2b, b2c, lead management, marketing automation, bulk email, contact centre, call centre, finance, insurance, travel, energy, lead conversion, SMS, mass marketing, customer engagement. FLG is a simple yet powerful CRM platform that can handle 100,000s of leads and automate the workflows in your processes. Perfect for UK small to medium B2C businesse... read more about FLGVisit website7 Days$77.50/Month
- 132Integrated, fully-customization Sales & Marketing Automation platform for mid-market businesses.
Keep your business moving with remote CRM that your whole team can easily work with quickly. Fully customisable to support your business processes, Gold-Vision CRM manages all your customer data in one place and integrates with your essential business tools. Gold-Vision is to provide businesses with simple-to-use, intuitive CRM solutions that make a real difference and deliver great value-for-mone... read more about Gold-VisionVisit websiteN/A$32.50/Month
- 133Automate your lead management, Gain higher quality leads & maximize ROI.
We help our clients make more money from lead generation, enter new markets or be more efficient than any other platform on the market. We are invested in over 250 companies to help them do a better job at lead generation. LeadByte, an innovative lead trading & auto responder platform, empowering advertisers, media buyers & data owners to capture, validate, distribute & nurture leads, in real tim... read more about LeadByte
- 134All-In-One Marketing Automation Platform
Flashy accelerates business growth by communicating personally with your visitors and customers on the right channel (email, SMS, push, social ads) and at the right time by real-time advanced tracking. With our business insights and reporting tools you will know exactly what is leading to the fastest growth and what needs to be improved immediately.... read more about FlashyVisit website7 Days$9/Year
- 135Meet Infer: An AI-Powered Crystal Ball for Sales and Marketing!
Infer was acquired by Ignite Technologies in October 2017. Infer products are still thriving, and now benefit from the support of Ignite’s world class technology teams and unwavering commitment to customer success. To learn more, visit ignitetech.com. Sales Intelligence, Predictive Scoring, Predictive Behavior Scoring, Predictive Lead Generation, Account-Based Marketing, Predictive Sales, Pre... read more about Infer
- 136Uncover more Leads, Close more Deals and Improve your ROI with the OptifiNow Sales Platform
About OptifiNow is an integrated cloud based Platform of Sales, Marketing & Management solutions that is geared for the enterprise sales organizations. OptifiNow’s cloud-based software maximizes the value of your customer data and unlocks its potential value through the effective use of structured and personalized communications throughout the sales cycle of every prospect and customer. ... read more about OptifiNow
- 137One Stop Solutions for Leads Management Grow your business, The MLeads Way!
MLeads is a cloud technology (SaaS) based one-stop innovative web and mobile platform for leads Management and events management automation system. MLeads is a cloud-based mobile platform to automate event and lead management activities for event organizers, exhibitors, business owners, MLeads the is the only platform that refines the lead management automation system. It will make your sale... read more about MLeads
- 138Attract Hundreds Of Hot Leads By Targeting Your Ideal Customers on LinkedIn
Cloud-based software tool that is used by startups & sales teams to automate their LinkedIn lead generation efforts. The benefits of integrating Zopto tools into your lead generation process can add immense value to your pipeline. You'll be able to not only automate your lead generation process but also to acquire customers outside of your network and enter new markets within days.... read more about ZoptoVisit websiteN/A$215/Month
- 139Create engaging popups and forms for your website in minutes. No coding skills required.
A lead capture platform that will help you convert more website visitors into leads, subscribers and sales using smart popups, forms and widgets. Create beautiful popups and forms in minutes and use advanced triggers and targeting options to capture qualified leads. Best For Marketers, website owners, eCommerce websites, digital agencies.... read more about PoptinVisit websiteN/A$19/Month
- 140Operates as a flexible, fully-managed solution, backed by comprehensive demographic lead validation.
JGRobo manages marketing automation campaigns and builds sales funnels using technologies such as Infusionsoft, GreenRope, ActiveCampaign, and more. JGRobo also offers customized data enrichment, analysis, reporting, and visualization solutions. Moreover, as experts in integrating CRM/Marketing Automation platforms, JGRobo combines, develops, and maintains a wide array of systems, including cal... read more about JGRobo
- 141Meet Adoric, advanced tools for creating automatic and personalized live website engagements
Adoric's primary objective is to provide effective web solutions for businesses that are eager to turn their current website visitors - into paying customers. Recently, the company launched its flagship product, a Plug-In for Web interface that can help anyone create a lightbox at the highest level possible- easily, quickly and efficiently. Adoric was founded in 2012 by Tal Revivo, an entrepr... read more about Adoric
- 142Expert Comps & ARV, Seller Leads, Websites, CRM, & Email Marketing Automation
REI/kit House Flipping and Real Estate Wholesaling Software offers all of the tools that you need in one integrated system, to build and scale your business. Get a robust real estate CRM that works seamlessly with our investor websites and email marketing and automation campaign tools. Calculate accurate ARV with premium comps and data, estimate rehab costs with nationwide rehab costs, and market ... read more about REI/kitVisit website7 Days$44/Month
- 143CRM solution that helps firms with campaign management, lead tracking and data analysis.
CloudCC platform provides professional CRM solution to industries such as finance, manufacturing, education, IT and life science. It assists small to large sized firms. Cloud-based customer relationship management solution that helps firms with campaign management, lead tracking and data analysis. ... read more about CloudCC CRMVisit websiteN/A$5/Month
- 144CRM & Marketing Automation All-In-One
Sun Bear offers the affordable alternative to expensive, difficult to use CRM systems. Ease of customization and intelligent design combine to provide a solution structured to meet your specific needs. Sun Bear provides all of the functionality required by marketing and sales groups to manage and execute all of their lead generation, response management and lead management activities without the n... read more about Sun BearVisit websiteN/A$199/Month
- 145For businesses of all sizes.
Did you know over 25% of leads are bogus at time of capture and 70% of legitimate contact records decay annually? DOTS Lead Validation instantly performs multi-point validation on domestic and international leads providing both an individual quality score for each data point (e.g. name, address, email, phone and device) and a composite quality score (0-100), ensuring you are working with genuine a... read more about DOTS Lead Validation
- 146For marketers.
Automate content and social marketing, targeting, segmentation, and lead management with Oracle Marketing Cloud solution. The Oracle Cloud offers complete SaaS application suites for ERP, HCM and CX, plus best-in-class database Platform as a Service (PaaS) and Infrastructure as a Service (IaaS) from data centers throughout the Americas, Europe and Asia. For more information about Oracle (NYSE:O... read more about Oracle Marketing Cloud
- 147IT'S FAST, IT'S POWERFUL, IT'S AUTOMATEDVisit website7 Days$99/Month
- 148White label guest WiFi marketing platform for resellers to expand their business.
MyWiFi Networks offers the leading white-label guest WiFi marketing platform built specifically for resellers like digital agencies and MSPs. MyWiFi Networks is the easiest way to empower your client’s guest WiFi with social, email, SMS, and payment login options, real-time data collection, marketing automation with 3rd-party CRM integrations, and sub-user client access in over 30 languages. Ins... read more about MyWiFi NetworksVisit website30 Days$99/Month
- 149Converting leads into customers in a targeted way
SC-Networks GmbH is manufacturer of Evalanche, one of the modern, web-based e-mail marketing solutions on the European market. Evalanche is a marketing automation software that offers solutions such as email marketing, lead management, and quality assurance. ... read more about EvalancheVisit websiteN/A$169.59/Month
- 150CRM Software & Solutions for Sales & Marketing Teams
The next generation in lead generation and conversion - email marketing, CRM and more. For businesses of all sizes in the real estate, association, health, education, software, media, professional services, agency, and hospitality. ... read more about itracMarketer
- 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.