10 digital marketing automation tools to transform your business
Digital marketing automation has its roots in email marketing. It is software that allows you to automate repetitive tasks, reduce human error, manage complexity, and measure and optimise your efforts.
How complex is it and what skills does it need?
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We can also add SEO and digital advertising to the above mix.
Each of those disciplines, from analytics to social media, is complex in its own right. One of the biggies that will become more important is “analytics“. The ability to sift through the big data and make insightful decisions to optimise your marketing efforts.
The skill gap shows that “analytics” is the biggest talent gap.
Image source: Intellgenthq.com
So what platform do you choose?
There isn’t an easy answer. It will depend on whether you are a small, medium or large brand. Some platforms are better at email, others social media and then analytics. Then there is the user interface and ease of use. This is important when using complex software.
One review site that provides valuable insights is G2 Crowd. They score products and vendors based on ratings and reviews gathered from the user community, as well as data aggregated from online sources and social networks. They apply a unique, patent-pending algorithm to this data to calculate the customer satisfaction and market presence scores in real time.
The rating variables
The satisfaction rating is affected by the following:
- Customers’ likelihood of recommending the product to others (this is the question used to calculate the star rating)
- Satisfaction ratings gathered from questions in the review
- User ratings of features specific to a particular category of software
- The number of reviews received on G2 Crowd; buyers trust a product with more reviews, and more reviews means a more representative and accurate reflection of the customer experience.
- How recently the review was submitted; reviews that have been written or updated more recently receive a higher weight to help more accurately capture the rapidly evolving nature of software.
Below is the G2 Crowd Grid Showing where the different platforms sit according to their ratings.
Here are the top 10 digital marketing automation tools based on their algorithm. Listing them here doesn’t mean I recommend them.
HubSpot is an inbound marketing software company that helps businesses transform their marketing from outbound (cold calls, email spam, trade shows, TV ads, etc) lead generation to inbound lead generation enabling them to “get found” by more potential customers in the natural course of the way they shop and learn.
I discovered Hubspot 7 years ago in 2008 (it was big part of the inspiration of me starting this blog in 2009) and they were one of the pioneers in automated digital marketing. It was founded in 2006 by Brian Halligan and Dharmesh Shah at the Massachusetts Institute of Technology (MIT) and launched in December 2007.
They “get” content marketing.
Pardot, a Salesforce.com Company, is an easy-to-use B2B Marketing Automation suite that helps sales and marketing teams maximise efficiency and increase revenue.
Pardot’s lead management software features CRM integration, email marketing, lead nurturing, lead scoring, and ROI reporting to help marketing and sales teams work together to generate and qualify sales leads, shorten sales cycles, and demonstrate marketing accountability.
It was founded by David Cummings and Adam Blitzer in 2007. It was acquired by Exact Target in 2012 for a reported $95 million and then Exact Target was bought by Salesforce in 2013.
Powerful and easy marketing software that helps marketing and sales professionals drive revenue and improve marketing accountability. Marketo provides the leading cloud-based marketing software platform for companies of all sizes to build and sustain engaging customer relationships. They offer a free trial and no set-up fees!
Founded in 2006 and launched its first product “Lead Management”. It acquired “Crowd Factory” in 2012 which added social media marketing capabilities and went public in 2013. Just after launch it was valued at $724 million.
4. Oracle Eloqua
Oracle’s B2B Cross-Channel Marketing solution, Oracle Eloqua, enables marketers to plan and execute automated marketing campaigns while delivering a personalised customer experience for their prospects.
They started in 1999 and its mission then was to improve lead generation. It was acquired by Oracle in 2012 for $871 million.
Act-On’s cloud-based integrated marketing automation platform allows marketers to tie inbound, outbound, and lead nurturing programs together to maximise their return on marketing investments.
The company was founded in 2008 and initially sold its software exclusively through Cisco, which provided $2 million in funding. It has raised an additional $74 million and its platform, according to reviews, is best suited to small and medium business.
LeadSquared is a marketing software company helping small and medium businesses drive revenue by aligning their marketing and sales activities. Provides the capture of leads from all your sources — inbound email, online campaigns, phone calls, website, chat, lead generation websites, and more.
It was founded in 2012.
Infusionsoft is a leading sales and marketing software for small business owners that helps them get organised, grow sales, and save time. It is also used by many bloggers for creating marketing campaigns and funnels, and email marketing.
Infusionsoft makes it easy to create and execute a sales and marketing strategy, centralise customer interactions, capture new leads, close sales faster, and automate repetitive tasks like follow-up, contact management, billing, and payment — all from one place.
Infusionsoft was founded in 2001 by brothers Scott and Eric Martineau and Clate Mask in Mesa, Arizona. It has 25,000 customers and has raised $125 million in funding.
Salesfusion is a leading provider of marketing automation software that is designed for B2B companies who are committed to driving more revenue by aligning marketing and sales.
According to SiriusDecisions, a leading sales and marketing analyst firm, as much of 70% of the buying cycle may be self-directed and completed prior to sales engagement.
Salesfusion is dedicated to helping companies build a large revenue funnel for marketing and sales by creating customised digital conversations that are seamlessly transitioned between departments. Marketing and sales teams participate in and measure these digital conversations to deliver more lead-to-revenue results by communicating with the right leads at the right time with the right message.
OutMarket provides marketing automation software and services for marketing teams to drive quantifiable results.
The OutMarket platform integrates email marketing, landing pages, social media management, press outreach, and robust analytics in a simple but comprehensive cloud-based solution that helps customers outmarket the competition and grow their business.
Net-Results aims to make it easy for you to automate all kinds of marketing tasks.
You end up getting more done in less time while doing a much better job nurturing your prospects, uncovering qualified leads, and driving revenue growth.
So what are you using?
Are you already on the journey of marketing automation? Not started yet? Confused?
Look forward to hearing your story in the comments below.