Marketing activities can be significantly easier and more efficient with marketing automation systems. If you're faced with choosing a specific tool, explore proven systems that are popular among companies. Compare their capabilities to choose the solution that best suits your needs and expectations. Marketing automation—at least in certain areas—is definitely the future of advertising!
Marketing automation
Statistics demonstrate that marketing automation is enjoying growing popularity. In 2011, there were only a dozen or so tools for automating marketing activities. Today, that number is much larger – while this offers significantly greater possibilities and allows for greater customization, it also complicates decision-making. Therefore, we present five systems that will enable marketing automation.
- HubSpot
This is one of the most popular marketing automation systems. It owes its popularity to its comprehensive nature. It not only allows for the management of email campaigns but also facilitates promotional activities via other communication channels.
HubSpot supports managing company blogs, websites, and landing pages. It also boasts tight integration with social media and numerous online tools, such as Wistia. This system enables:
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- tracking mentions of the brand and products,
- conversation tracking,
- post planning,
- capturing likes.
The system is available for a fee – prices vary depending on the package selected. A free version is available for companies looking to start generating leads. However, this option offers very limited functionality. To fully utilize marketing automation's potential, you should opt for higher-end versions, which include advanced analytics, revenue reporting, and more.
At Verseo, we use Hubspot ourselves and help other companies implement it.
- SalesManago
This is another tool for automating marketing activities that is proving popular among Polish companies. While the primary reason is its availability in Polish, many other factors, such as on-site technical support, speak volumes.
In terms of functionality, SalesManago offers solutions typical of marketing automation systems. This means you can count on features like website visitor monitoring and email campaign management.
A noteworthy feature is dedicated to e-commerce companies. It provides product recommendations that take into account customer behavior and are based on the products they browse. This solution allows retailers to target their offers even more effectively.
SalesManago is a free trial tool. Within 30 days of free access, you can assess whether it's right for your specific needs.
- Marketo
This system supports marketing on many levels simultaneously. It helps automate numerous processes aimed at current and potential customers. Like any other tool, it enables the creation of automated, personalized campaigns across multiple digital channels.
Basic functions include:
Also noteworthy is the ability to log into websites via social media accounts. This solution allows for the acquisition of a wealth of valuable information about potential customers.
Like SalesManago, this system also features intelligent recommendations, which provide users with suggestions for content they might be interested in.
What also makes Marketo stand out is the ability to integrate the system with other business support tools, e.g. SugarCRM, Salesforce.
- Pardot
This tool was created by Salesforce, the manufacturer of one of the most popular CRM systems in the world. It enables full automation of B2B marketing, including managing forms, mailings, and landing pages. It also enables measurement and analysis of campaign effectiveness.
It's worth noting that Pardot can be integrated with many external tools and systems, including Salesforce Sales Cloud, Google Analytics, and Google AdWords.
- iPresso
This integrated system combines elements such as email marketing, social media management, online reporting, and even e-PR. This allows for multi-faceted activities without the need to use several different applications or systems.
iPresso gives you access to many basic functionalities, such as:
- scenarios,
- measuring the quality and effectiveness of campaigns,
- segmentation and scoring of acquired leads,
- collecting opinions,
- tools for building loyalty,
- possibility of integration with external systems and tools such as Google Analytics.
Real-time marketing is also worth noting. Real-time response, leveraging personalization and available communication channels, increases the effectiveness of ongoing activities.
Why is it worth implementing a marketing automation system?
Although marketing automation is growing in popularity, many companies still fail to fully utilize the potential of marketing automation. This is a serious mistake, as this solution offers numerous benefits.
Marketing automation makes it possible to:
- you receive more precise data about potential customers,
- you arrive from advertising campaign to people potentially interested in the offer,
- you can reach different target groups even more easily with different messages.
You can also count on cost optimization. The tool allows you to monitor and analyze the effectiveness of implemented campaigns. This allows you to eliminate ineffective activities and focus on methods that generate real profits.
When choosing a marketing automation system , start by defining the goals you want to achieve. Make a list of the features the tool should meet. Test selected systems to determine which solution fully meets your needs and expectations.
Summary
The above article covers the following topics:
- the growing importance of marketing automation,
- an overview of the most popular tools supporting marketing activities in companies,
- advantages of marketing automation, such as better customer understanding, precise targeting, cost optimization and increased effectiveness of marketing campaigns.
