Businesses seeking to boost the efficiency of their marketing activities will no doubt be aware of the fact that implementing Marketing Automation (MA) in sales activities can easily lead to a 10% increase in the sales pipeline. Other research shows that businesses with marketing initiatives contributing significantly to sales are far more likely to be using a marketing automation solution.
In spite of these (and other similar statistics) and the spectacular growth in marketing automation product sales, the actual market penetration of these solutions is low. Just 3% of small businesses and not more than 10% of large businesses use such solutions.
As such, implementing a marketing automation solution is like picking low hanging fruit, as most of the competition has not yet procured these solutions. Any business that implements MA can get a head start in sales. However, there are some legitimate road blocks as well. 85% users have said that they are unable to use MA solutions to their full potential, and nearly 20% existing users indicate that they are looking to switch from their current system. Ease of use and costs are being stated as the primary problems users have experienced. Read more.
Compare Marketing Automation Solution Providers
Stop interrupting. Start connecting.
All-in-one marketing software
360 degree view of the people who matter
Workflows built for your marketing goals
Best-in-Class Marketing Automation
Easily Create, Automate & Measure
Lead Scoring & Sales Intelligence
Closed-Loop Marketing Reporting & Analyt
B2B Cross-Channel Marketing Solution
Unify data for better personalization
Send relevant messaging across channels
Track distinct click through activity
Drive Sales with Intelligent Marketing
Generate high-quality leads
Create custom, targeted emails
Calculate marketing ROI
Change the Way You Engage
Unified, behavioral-driven platform
Individualized, real-time content
Mobile – in store, in app, and on the go
Simplify Campaign Management
Cross-channel campaign management
Personalized, contextual and real-time
Simplified consumer-based pricing model
Marketing Automation for the Real World
Inbound & Outbound marketing
Smart, simple workflows and logic
Unlimited support & customized training
Create Remarkable Experiences
Multi-channel marketing experience
Works with the apps you already love
Monitor real-time activity on website
More Deals for More Money in Record Time
Visitor Identification and Intelligence
Build forms and landing pages on the fly
Multidimensional lead scoring
Engage, Retain and Grow Customer Value
Cross-Channel Marketing Hub
Highly flexible data visualization tool
Predictive and descriptive models
Marketing Automation at Your Fingertips
Profile, segment and report efficiently
Flexible search-based segmentation
Customizable dashboards, real-time alert
Online Marketing Tools at Your Fingertips
Platform, Content & Strategy, all in one
Robust lead management platform
Fits any budget and any team size
Sales and Marketing Software for SMB
Tag Contacts, Segment and Target
Track Website Visitors
Engage Prospects With Relevant Follow-up
How your business can get smarter
Build contextual, ongoing dialogues
Manage your campaign’s logic
Omni-channel inbound & outbound efforts
30,000 small businesses thrive with us
Send personalized, automated follow-up
Build professional landing pages & forms
Track website activities
Be a Better Demand Marketer
Outbound demand generation
Closed-loop analytics & data validation
Intuitive dashboard for media campaigns
Land More Leads, Close More Deals
Lead scoring and behavioral insights
Engagement index and sales insights
Drip marketing and trigger-based emails
We do the heavy lifting for you.
One-stop solution for lead management
Built for flexibility and scalability
Lead-to-Revenue & Content Experts
Marketing Automation for SMB's
Real-time behavior based triggers
Web forms & landing pages statistics
Anonymous website visits by IP address
Built for Data-Driven Marketers
All-in-one campaigning functionality
Affordable, full-featured platform
Automate any marketing workflow
Publish. Market. Sell. Organize.
Set up beautiful, high conversion pages
One click to track your campaigns
CRM & automation platform made for SMBs
Omnichannel Personalization & Marketing
Data from all touch-points
Automated 360 profiling
Personalized and recommended content
The Customer Success Platform
1-to-1 customer journeys
Effortless email marketing
Exceptional social experiences
Web-Based Marketing for B2B Marketers
Complete, easy-to-use and affordable
Uncover unknown visitors
Integrate Google Adwords to track ROI
Deliver Real Value to Companies
Website visitor profiling
email marketing, content, mobile, social
Multichannel, real-time personalization
Powerful. Affordable. For Everyone.
Behavioral-Based Email Automation
Dynamic Forms Built for Conversion
VisitorID Identifies More Leads
Integrated marketing software
Holistic view of fan, follower & users
Use text messaging for special offers
Sweepstakes, surveys, mobile offers
We're making communication easier
Track all website activities
Organize customers into pipelines
Communicate on every channel
We Power Marketing
Marketing Resource Management
Small Business Marketing Made Simple
Manage leads & customers
Send & track emails & newsletters
Create blog & social media posts
Marketing Automation Buyer's Guide
This buyer’s guide seeks to help potential users make the right decisions when it comes to acquiring a Marketing Automation solution and avoiding potential pitfalls.
Almost without exception, all MS solutions come with certain core functions built in. The most common set of core functions includes:
- Email marketing
- Landing page development
- Lead capture and scoring
- Lead nurturing and development
- Central contact and marketing database
- CRM integration capability
- In-depth data analysis and reporting tools
Building on the core capabilities listed above, solution providers also offer advanced features to differentiate their products. Key advanced features include:
- Dynamic content generation for websites
- Multi-channel campaigns
- Template optimization for tablet and smartphones
- Detailed revenue reports
- Integration with tools provided by independent software vendors (ISVs)
Making an Informed Decision
Acquiring a new MA solution can be complex. Decision makers have to know what their present status is in terms of marketing activities. They must also understand the limitations of their current system and the areas that need to be improved. Making an informed decision is a four step process:
- Knowing one’s own needs
- Vendor Selection
- Product Demonstrations
- Checking references and contracting
Assessing Your Business Needs
Every company has some kind of a marketing system. What are the characteristics of the business’ current one? Why is there a desire to procure a new system? Some key questions that must be answered are:
- Is the current marketing system proving inadequate? What are its shortcomings? What are the features that a new system must have?
- What MA capabilities are most critical to your business? What does your business need? Do sales representatives have access to real time data? Is the CRM system integrated with marketing? Whatever these needs are, they have to be understood to focus the solution search.
- What kind of MA platform is required? - Different businesses have different ways of reaching their customers. Some prefer inbound marketing, others prefer outbound. Is email segmentation critical? How important is social media to your line of business?
- Is there adequate internal IT staff? A major impediment to MA solution adoption has been the complexity of setup and use. Does the business have a skilled staff ready to handle implementation and user training?
- How will success be measured? Decision makers need to know the specific metric they want to track. They have to know the base values for whichever measurement they seek to improve.
Marketing Automation Vendor Selection
This is a critical process that should commence only if the business really knows what it wants. A list of “must have”, “could have” and “good to have” features can be drawn up, based on specific company needs. Additionally, a requirement list has to be drawn up and a decision matrix needs to be created to evaluate various solutions and the costs. Vendors and solution providers may offer many features and options, but they are of no use unless they figure in the requirement list generated prior to the vendor selection process. Using these tools, users should be able to generate a short list of vendors whose products meet their specific requirements. Once this is done, a demo is called for.
Vendors should put on a demonstration with existing data. As many users as possible must attend that presentation, do get as many end user assessments as possible. Critical questions to answer are:
- Is the solution user friendly, intuitive and easy to use?
- Does the vendor understand the business problems or does he have any clients in the same industry?
- Are “must-have” features included in the package?
- Is the solution responsive to actual user queries?
- What does a typical report look like?
These additional concerns should also be addressed:
- Possible extended free trial
- Support and training offered by the vendor
- Ease of integration with existing enterprise software
- Implementation timeframe
Shortlisted vendors must provide a list of clients who potential users can contact. Try to reach out to every client on the list and ask about the quality of the software, the kind of support that the vendor provides and how satisfied they are with the solution overal.
Marketing Automation is a complex process that requires efforts to be targeted, closely aligned with business goals and in harmony with customer requirements.
To be find the right MA solution, businesses need a rigorous understanding of different vendor options and their specific needs. Companies that don’t time and energy into the process are typically unable to get the full value of their marketing automation solution.