Top Marketing Automation Tools every Entry-level Marketer Should Know About
Kevin Joyce, CMO & VP Strategy Services for The Pedowitz Group - Choosing the right marketing automation solution
3 Things to Consider when Investing in Marketing Automation - by Kevin Joyce, CMO & VP Strategy Services at The Pedowitz Group
· Determine what are the top 10 use cases that the new technology will fundamentally change and what benefits will these changes bring to your marketing and to the firm? For example: how new leads from the website or events will be handled.
· You already know that Content is the fuel for the marketing automation engine. Is the content you have appropriate and sufficient to adequately operate the platform and get 100% value from it?
Kevin adds, “Any new technology investment is expected to bring benefits in terms of increased productivity by automating manual tasks, or new levels of capability in terms of helping an organization execute something they could not do before. An SMB is likely to have challenges from not having enough resources to do everything they want to do. So, technology that can increase the organization’s productivity and make them look like a bigger, more successful player in their industry would really help.
For a B2B SMB, the productivity gains offered by marketing automation should come from the creation and execution of “evergreen” nurture campaigns, the use of lead scoring to offer higher quality leads to sales, and the use of trigger campaigns to ensure no lead is left behind.”
Here we’ve listed some popular Marketing Automation Tools (in no particular order):
1. Marketo for Lead Management and Social Media Marketing Capabilities.
Marketo is a cloud-based platform offering solutions for every enterprise need. Lead Management was their first product, it helps score leads based on marketability, demographics, and activity. Star and Flame icons identify hot leads and the platform also lets you learn which leads are not worth spending time on.
Acquiring Cloud Factory in 2012, they added social media marketing capabilities to build and sustain engaging customer relationships.
2. HubSpot for Content Marketing
An inbound marketing software that transforms outbound lead generation to inbound lead generation. An ideal software for beginners, startups and small-scale companies to help figure out the required scale of marketing automation or track whether your plan is working.
Campaign recipes help generate content assets and streamline content creation. The user-friendly dashboard displays all campaign data for improving marketing effectiveness and efficiency.
3. Oracle Eloqua for automated Personalized Marketing Campaigns
Eloqua started out with a goal of lead generation and was acquired by Oracle in 2012 and now offers a comprehensive marketing suite for lead management, targeting, and segmentation.
Eloqua campaign builder is neat, visual and easy to use and can deliver personalized campaigns across various channels.
4. Pardot for CRM Integration and Marketing Analytics
Founded in 2007, acquired by Exact Target in 2012 to eventually become a product of Salesforce in 2013.
Pardot is perfect to shorten the sales cycle.
5. MailChimp for intelligent Email Marketing
It is an excellent email tool to keep in touch with your prospects and customers. You can use it to trigger emails eg. a welcome email for every sign-up, back in stock email for loyal customers who have been waiting for an item. MailChimp has an entire suite of mobile apps to suit your every need like MailChimp Subscribe to collect signups, MailChimp Snap to send photo-based emails to your subscribers from your smartphone.
6. InfusionSoft One stop tool for all Marketing needs
It is an integrated sales and marketing solution which brings to the table marketing automation, CRM, eCommerce, and payments. It is a go-to tool that helps you organize, automate and increase sales. It is easy to create a marketing strategy, send personalized emails, use segmentation to organize contacts, manage high rated leads and automate repetitive tasks.
7. Customer.io for targeted messages to customers
Customer.io taps into real-time data and triggers actions based on user behavior and pre-defined rules. It integrates well with your website and mobile.
It simplifies targeted messaging by creating rich customer profiles and using in context conversations based on customer’s unique interactions with your business.
GetResponse, Act-On, Net-Results, Salesfusion, LeadSquared are some of the other interesting and promising tools that you can try.
Marketing Automation tools can make your job a little simpler. With automation, you can put some activities on auto-pilot mode while you focus on other efforts to optimize your revenue.
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