Successful businesses in the 1980s sought a way to automate all the repetitive tasks involved in the operation of a successful marketing campaign. It led to the emergence of marketing automation software. However, marketing automation was too expensive and only worked for wealthy, powerful businesses with large customer bases.
With the recent increase in third-party suppliers and technological development, marketing automation is more popular than ever. As of 2018, 51% of companies are regular users of marketing automation software. Currently valued at over $1.6bn, experts expect the marketing automation industry spending to skyrocket to $25bn by 2023.
What is Marketing Automation Software?
Marketing automation software is a progressive technological platform designed to assist marketers in securing new customers. It also helps them enhance marketing efficiency and evaluate lead behavior and campaign operation.
The software rounds up leads, promotes lead generation, and establishes customer relationships. It also propels prospects through the sales funnel and all through the customer journey.
Marketing automation software is currently an indispensable tool for B2C and B2B marketing looking to expand without recruiting a marketing agency. Some often compare marketing automation to customer relationship management (CRM) software because of the overlapping functionality.
However, marketing automation software scales and expedites marketing efforts, while CRMs are the current go-to platform for sales departments.
Why is a Marketing Automotive Tool Useful?
The benefits of embracing marketing automation go beyond the automation of repetitive tasks. While helping small and large businesses stay relevant and keep up with demand, automotive marketing tools also offer the following benefits:
- Increases productivity
- Personalized customer experience
- Multi-channel campaign management
- A consistent tone of voice for all marketing campaigns
- Improved ROI by targeting customers more specifically
Marketing automation is ideal for businesses looking to overcome the hurdles associated with increasing marketing channels while optimizing efficiency and customer experience. Keep reading to discover the best solution for your marketing needs.
Top 8 Marketing Automation Tools
A HubSpot is the easiest way to automate sales, customer experience, and overall marketing easily. Its main attractive feature is allowing integrated, optimized, and centralized workflow in different business departments using its visual editor.
HubSpot also provides pre-set triggers and conditions that automate data transfer within your team. Marketing automation capabilities come with specific features, including:
- AI-powered live chat
- Visual workflow builder
- Blog post and SEO planning
- Social media management
- Predictive lead scoring
The HubSpot Marketing Hub charges $50 monthly for semi-automation benefits and $800 for marketing automation per month. It also offers 90% off for eligible startups and a free demo at request.
2. Constant Contact
Constant Contact is best for warming up leads thanks to its easy-to-use unified dashboard. It keeps you in tab with email and social media channels and offers precise control over the personalization of automated emails to leads with its email plus plan.
You can push scheduled social media posts, and drip campaigns automatically synced with your email campaigns and simultaneously reply to messages and comments on social media.
Constant Contact also offers a custom form builder that captures crucial data about your list members on your landing pages. It helps you set up personalized individual email sequence tracks based on that info, sent automatically depending on triggers you set.
An engageBay is perfect for improving customer support, where post-sale engagement is as meaningful as the sale. It offers automation capabilities that focus on customer service with tools that set up triggers, email sequences, and drip campaigns readily accessible to support reps.
EngageBay offers automation setups based on the following service triggers:
- Assigned rep change
- Ticket creation
- Tags added or removed
- Ticket status change
- Ticket priority change
The platform features a user-friendly automation builder tool that lets you schedule actions based on the above triggers. This makes your workflow streamlined while lessening the pressure on your reps. EngageBay integrates seamlessly with marketing and sales automation to provide a better customer experience from beginning to end.
ActiveCampaign is ideal for email marketing automation for small businesses. This platform is famous for its arguably ideal visual automation builder with drag and drop functionality. Anyone can set up both elementary and complex marketing automation, regardless of technical knowledge level. Some features on ActiveCampaign include:
- Email templates and automation
- List segmenting
- Automated alerts and tasks
- Contact and lead scoring
- AI and machine learning for personalization
- Predictive sending
- Social media monitoring
- Automation maps
5. Freshworks CRM
Recently known as Freshmarketer, Freshworks CRM is a user-friendly intelligent marketing automation platform best for small to midsize businesses. SMBs can get all the automation capabilities required to attract more leads with little to no supervision. They can convert those leads to loyal customers and maintain them through consistency. Features available on Freshworks CRM include:
- Real-time funnel analytics
- A/B and split testing
- Visual drag and drop customer experience builder
- Email campaigns and contact management
Pardot is perfect for B2B businesses needing marketing automation software to establish relationships and nurture them into revenue. It offers features like:
- Landing page builder
- Visual multi-part automation creator
- Lead activity tracking
- Pardot Einstein for lead and behavior scoring
This functional enterprise-grade multi-channel marketing automation software features Acoustic Campaign, Acoustic Personalization, and Acoustic Analytics for effective campaign management. Features on Acoustic include:
- One-to-one ads and lookalike audiences
- Split A/B testing
- Drag and drop campaign builder
- Lead management and scoring
- Customer experience mapping
Acoustic also features an online community forum where anyone can ask questions publicly. This platform is perfect for moderate to large volume campaigns with various channels.
Act-On features scalable software complete with child and parent campaign capabilities. It enables effortless management of multiple client accounts from a centralized single Act-On login, making it the perfect platform for marketing agencies. It comes with features such as:
- Interactive reporting dashboards
- Website and landing page tracking
- Automated engagement programs
- Behavior and demographic segmentation
It also allows real-time analytic displays for internal and external use to keep clients in the loop. With this information, you can improve customer ROI, establish better technology stacks and boost marketing campaigns.
HubSpot is the ideal marketing automation software for small to medium-sized businesses looking to optimize their marketing process. However, it can’t be the solution to all your marketing problems.