Marketing Automation Platforms

Marketing automation is a structured system that runs many marketing activities such as emailing, social media, seo in personalized way. Softwares of marketing automation automate and schedule your marketing channels in detail. Main goal of marketing automation technology is increasing lead-to-sale rate. 

In fact, marketing automation is very comprehensive CRM work. Contact database is the core of the marketing automation systems. You create this database by adding contacts – individuals or companies depending on your work structure- into this database. Thus, you have a chance to reach out every contact/customer/client pool by combining marketing strategies with different rules. Ruling marketing channels separately for every pool refines your marketing process. 

Common marketing automation solutions and technologies are: 

  • Content management system(CMS)
  • Social media management
  • Landing page and form builder generation
  • Email marketing
  • Customer relationship management
  • Analytics and tracking tools

As marketing automation personalizes customer journeys, it increases overall lead amounts, ROI and supports LTV.  According to the  Annuitas Group research, companies using marketing automation to nurture prospects see a 451% increase in qualified leads. Those nurtured leads, in turn, make purchases 47% larger than their non-nurtured counterparts.

Popular Marketing Automation Platforms(MAP)

There are a variety of marketing automation platforms (MAP) in the advertising sector. Depending on the future they have, their priority would change based on your company size, industry type, your budget and your target.  It is not easy to pick 1 best for you, but I would like to share some of them to introduce.

HubSpot: It is mostly preferable by small and small- medium size businesses. Main futures of HubSpot MAP are or web analytics, email marketing, landing page, social media marketing, search engine optimization, content management.

Marketo: Marketo may be a sufficient solution for both medium and large enterprises. It offers lead management, email marketing, customer segmentation, mobile advertising and comprehensive analytics tools. 

Salesforce Pardot: According to the user, Pardot offers one of the greatest user interfaces among MAPs. It offers varied futures such as email marketing, lead generation , sales sync, content management, social media marketing, ROI analytics tool etc. Pardot may be the best solution for small to midsize companies which are looking for an efficient workflow for their marketing and sales team.

Campaigner:It is an email marketing app with a simple interface and accessible customer support. It may be a good solution for solution for all sizes of businesses like small, medium and large enterprises. Campaigner also offers free trial period.

Example MAP Workflow

MAP workflow example (Source: Aritic.com)

The example workflow above explains how different channels work together on MAP. According to this scheme, it starts with user registration. Next, the workflow either sends the contact an email or reaches out on social media depending on what action the contact takes. Based on the contact’s behaviour further automated messages via text or email may triggered. And later options move on depending on user preferences. During workflow; email marketing, social media marketing and mobile marketing tools using by scheduling them on the same platform.

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