Marketing Automation: What is it, Examples & Tools [2021]

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guide to marketing automation 2021

Marketing is necessary to your corporation.

Just name me Captain Obvious.

However, as prospects evolve, so does the unpredictable advertising and marketing panorama.

This means you’re seemingly spending increasingly time making an attempt to maintain up with the newest advertising and marketing suggestions and tendencies.

That’s losing your valuable time that you might use for different duties.

What if there was a solution to simplify? Or even automate these duties altogether?

No, I’m not simply speaking about emails.

Keeping up with what you need to be measuring or focusing on could be exhausting, tough, and time-consuming.

But advertising and marketing automation instruments make your job somewhat extra painless, so that you and your group can focus your time and a spotlight on different efforts that drive income.

Luckily for you, I’ve compiled an inventory of the very best advertising and marketing automation instruments with numerous options and automatic workflows that can make advertising and marketing much less of a headache.

Here are 20+ instruments (in no explicit order) that it’s best to check out in case you’re searching for new, straightforward methods to streamline advertising and marketing features.

What is Marketing Automation?

Marketing automation is the act of utilizing software program and expertise to create and implement purposes to automate repetitive duties, corresponding to (sure) e-mail advertising and marketing, advert campaigns, monitoring, and rather more.

For instance, manufacturers may create an computerized lead technology funnel that gathers an e-mail tackle, sends a recorded demo, then invitations the prospect to schedule a reside demo.

Marketing automation is not a nice-to-have technique you’ll be able to ignore — the trade is anticipated to be price greater than 25 billion dollars by 2023.

If you wish to compete, you’ll want to be utilizing advertising and marketing automation.

The excellent news? Using advertising and marketing automation can prevent time, cash, and enhance your advertising and marketing effectivity. Here are just a few methods so as to add it to your technique.

1. Use Customer.io to Automate Timely Emails

Customer.io enables you to ship focused messages to your prospects which you could craft primarily based on how they work together with your corporation.

marketing automation guide customer.io graph

The better part about this instrument is that it integrates together with your cell app or web site so you’ll be able to see knowledge in real-time and triggers actions by including in predefined guidelines.

Basically, it makes customized messages easy.

Other options embody A/B testing, conversion monitoring, buyer profiles, and in-context conversations.

Pricing begins at $150 monthly for limitless emails, SMS, monitoring, and technical assist. Their Premium plan prices $995 a month and contains all the fundamental options plus devoted customer support rep, onboarding, HIPPPA compliance, and premium tech assist.

2. Let Constant Contact Deliver Powerful Emails Simply, and Easily

Constant Contact is an especially helpful e-mail advertising and marketing automation instrument that has highly effective automation capabilities to take your advertising and marketing past simply the fundamentals.

marketing automation guide constant contact

Its autoresponder is splendidly adaptable. You can construct welcome sequences, drip campaigns, and some other form of automated e-mail marketing campaign with fine-tuned customization.

That applies to the whole lot: timing, quantity, material, focusing on, triggering, and even the content material in your emails.

Plus, Constant Contact permits you to shortly embed kinds in your touchdown pages. So, you not solely get names and e-mail addresses, however some other data you wish to ask for.

Thus, you’ll be able to ship one welcome sequence to new senior VP-level subscribers, one other one for gross sales of us, one other one for normal Joes, and on and on. And that’s simply on the idea of job title. You may skinny slice on something from the place they reside to their favourite sort of beer.

Make it as granular and complex as you’d like. Set long-tail, automated campaigns for every observe and let Constant Contact do the laborious give you the results you want over weeks or months. All it’s a must to do is have a look at the studies and hold a finger on the heartbeat.

You’ll want Constant Contact’s Email Plus plan to actually reap the advantages of the platform’s e-mail automation. That begins at $45/month for as much as 500 contacts in your record, scaling upward at increments of $25-$30 for every further 2,500 contacts you’ll want to accommodate.

three. Generate Leads, Close Seals, and Manage Your Pipeline on Auto-Pilot With HubSpot

marketing automation hubspot

HubSpot is an inbound advertising and marketing instrument with the objective of turning outbound leads into inbound ones.

It’s good for content material advertising and marketing.

Their Starter package deal is $45 a month for all of the free instruments plus easy automation, dialog routing, process queues, and e-mail assist.

Their Professional Plan begins at $450 monthly, which gives the whole lot within the Starter package deal, plus advertising and marketing automation, goal-based nurturing, and workflows.

You additionally get Salesforce integration, good content material, attribution reporting, consumer roles, A/B testing for CTAs, and A/B testing for emails.

Enterprise pricing is $1,200 and contains income reporting, custom-event reporting, custom-event automation triggers, predictive-lead scoring, contacts and firm reporting, and event-based segmentation are included.

four. Supercharge Your Marketing Analytics Automatically With Pardot

marketing automation perdot

Pardot, a Salesforce firm, is a advertising and marketing automation suite good for reinforcing your income.

Amp up your engagement with CRM integration, e-mail advertising and marketing, lead nurturing, lead scoring, and ROI reporting.

This instrument is good for serving to gross sales groups shorten gross sales cycles.

Their Growth plan pricing is $1,250 monthly, and options embody e-mail advertising and marketing, in-depth prospect monitoring, lead nurturing, and lead scoring and grading.

You additionally get ROI reporting, kinds and touchdown pages, and customary CRM integration.

Their Plus plan is $2,500 monthly and contains all customary options plus superior e-mail analytics, email-rendering preview, and spam evaluation.

Email and touchdown web page A/B testing, superior dynamic content material, and Google AdPhrases integration are all included.

You additionally get API entry, a number of scoring classes, an built-in advertising and marketing calendar, and social profiles.

Advanced pricing is $four,000 monthly and contains professional options in addition to customer-user roles, custom-object integration, and API entry for as much as 100,000 calls per day.

It additionally features a devoted IP tackle and cellphone assist.

5. Use AdRoll to Automate Ad Campaigns

automation guide adroll

AdRoll is useful for retargeting prospects by means of re-engagement on Facebook, Twitter, and the online.

With cross-device and cross-platform retargeting capabilities in addition to versatile segmentation, you’ll be able to present custom-made experiences that dramatically enhance advertising and marketing effectivity.

Key options embody retargeting throughout gadgets and platforms, dynamic LiquidAds, versatile segmentation, clear analytics, and skilled optimization and conversion reporting.

AdRoll gives a free plan with restricted options, or you will get their Growth plan for $19 a month.

6. Automatically Nurture Leads With Marketo

Marketing automation guide marketo

This advertising and marketing software program enables you to drive income with lead administration, cell advertising and marketing, and extra.

Marketo, an Adobe firm, is a cloud-based instrument for corporations giant and small that not solely helps construct buyer relationships however helps you maintain them.

There are not any set-up charges, and the instrument comes with a free trial, so that you don’t must commit till you’re certain it’s best for you.

Their first product was “Lead Management” in 2006, however the firm has grown tremendously since then and now gives a bigger number of options.

7. Automate Inbound Call Analytics with Dialog Tech (Invoca)

marketing automation guide dialog tech

Dialog Tech (now known as Invoca) is nice for voice-based advertising and marketing automation so you’ll be able to enhance ROI with name automation and analytics.

You can optimize voice interactions with Dialog Tech’s instruments by measuring your success and adjusting accordingly.

Features embody key phrase call-tracking, cellphone surveys, caller-profile knowledge, reverse lookup, dialog analytics, in-call scoring, geolocation routing, voice broadcasts, SMS, and extra.

Keyword name monitoring is a game-changer for voice interactions.

Otherwise, you actually haven’t any manner of monitoring that sort of knowledge over the cellphone your self until you’re manually recording calls and enjoying them again later.

Even then, you’d must manually observe how these prospects reacted after listening to sure key phrases.

Unfortunately, they don’t publish their pricing. So you’ll must get in contact with them to get a quote.

eight. Deliver Personalized Campaigns Across Multiple Channels With Oracle Eloqua

marketing automation guide oracle example

Oracle’s B2B cross-channel advertising and marketing answer Oracle Eloqua lets entrepreneurs plan automated campaigns whereas concurrently personalizing them.

The firm was launched in 1999 with the objective of boosting lead technology.

Now, the instrument has grown into an efficient personalization machine throughout numerous channels like e-mail, video, and cell.

Oracle Eloqua gives you all the lead-management instruments you want and phase your viewers in particular methods to get them to purchase.

Plus, you’ll be able to observe studies and insights right into a purchaser’s journey with just some clicks.

They now not record their pricing on-line, however earlier plans began round $2,000 a month.

9. Track Marketing Interactions Across All Channels With Bizible

marketing automation guide bizable example

Bizible closes the hole between gross sales and advertising and marketing.

You can maximize AdPhrases ROI and use multichannel monitoring to get a full image of each gross sales and advertising and marketing metrics.

Big options embody keyword-level metrics for AdPhrases in addition to metrics for campaigns and advert content material, UTM parameters, detailed lead historical past, studies, and integrations.

Bizable was bought by Adobe, and now exists as a product beneath Marketo. You’ll want to succeed in out for a quote and extra data.

10. Let Act-On Seamlessly Nurture Inbound and Outbound Leads

marketing automation act-on

Act-On’s cloud-based platform enables you to join inbound and outbound results in handle your nurturing applications. There are tons of different useful options too, like touchdown web page design.

With this instrument, you’ll be able to take your income to the subsequent degree.

The firm was based in 2008 and first bought software program by means of Cisco completely.

The skilled package deal begins out at $900 monthly for two,500 lively contacts, three advertising and marketing customers, and 50 customers in gross sales. You’ll get 30,000 API calls-per-day.

Enterprise pricing is $2,000 monthly for two,500 lively contacts, 6 advertising and marketing customers, and 100 gross sales customers. You’ll additionally get 30,000 API calls-per-day with this characteristic.

11. Automate the Customer Journey With LeadSquared

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LeadSquared, based in 2012, helps small and medium corporations align their advertising and marketing and gross sales efforts.

Capture leads from inbound e-mail, on-line campaigns, cellphone calls, your web site, chat, and extra with this instrument.

LeadSquared gives a free trial, and pricing for automation plans begins out at $400 for the fundamental package deal (10,000 contacts).

The value is $1200 for the usual one (20,000 contacts) and $2500 for the enterprise package deal (200,000 contacts).

12. Get CRM, Sales, and Marketing Tools Automated Together with Keap

marketing automation guide keap

Keap (previously Infusion Soft) is for you if you wish to get organized, enhance gross sales, and save time.

Don’t all of us?

If you’re a small enterprise proprietor or blogger, this instrument is good for you.

Keap makes it easy to create a brand new gross sales or advertising and marketing technique and execute it as a way to seize and shut gross sales extra shortly.

Save time by automating repetitive duties like follow-ups, billing, contact administration, and funds.

Pricing begins at $79 for Lite plan, $159 for his or her Pro plan, and $199 for his or her Max plan. Each package deal covers 500 contacts, with further prices for extra contacts or customers.

13. Grow, Engage, and Acquire Customers with Genoo‘s WPMktgEngine

marketing automation guide kpmktg engine

WPMktgEngine is a WordPress plugin designed to assist small companies implement advertising and marketing automation.

Capture lead kinds, profile prospects, and create new touchdown pages to drive outcomes quick.

Key options embody a centralized lead database with limitless leads, touchdown web page design, CMS, lead exercise monitoring, website positioning evaluation, and extra.

Their Conversion Pro package deal begins at $166 monthly for as much as 15,000 leads. The Engage Pro package deal begins at $83/month for five,00 leads, and their Inbound Pro packages begins at $44 monthly for as much as 2,500 leads

14. Attract, Capture, and Streamline Leads With Sugar Market

marketing automatoin guide salesfusion

Salesfusion (now known as Sugar Market) is one other instrument that helps B2B corporations hyperlink gross sales and advertising and marketing extra intently collectively.

The reality is, 70 % of the shopping for cycle is full earlier than the shopper ever contacts gross sales.

Sugar Market helps companies construct income funnels by creating digital conversations that advertising and marketing and gross sales representatives can use to transform prospects.

The instruments assist your group say the best factor to the best leads on the proper time and contains all of the CRM options you might ever want.

Pricing is dependent upon the variety of contacts you need however begins at $1,000 monthly for 10,000 contacts.

15. Segment and Automate Customer Experiences Using iContact

icontact marketing automation tool

iContact gives marketing-automation software program, e-mail advertising and marketing providers, and extra in order that your group can drive profitable outcomes each time.

Integrate touchdown pages, e-mail advertising and marketing, social media administration, and analytics collectively to outsmart your competitors and attain extra contacts.

Plus, you’ll have entry to strategic advisors who may help you “optimize your sending strategy and inbox delivery for maximum conversions.”

This is the instrument for you in case you’re trying to develop your corporation and grow to be notable in your trade.

Pricing is dependent upon your variety of contacts, however you’ll be able to simply choose your record dimension.

icontact pricing marketing automation

iContact is a minimal of $15 monthly for 1500 contacts for the fundamental Email Marketing package deal, and $30 monthly for 500 contacts for the Pro package deal.

The Pro package deal contains options not accessible with the fundamental Email Marketing package deal, corresponding to:

  • Email, automation, and touchdown web page reporting
  • Unlimited touchdown web page creation
  • Custom API
  • Smart sending
  • Automation followups
  • Welcome, birthday, and occasion eries
  • Segmentation
  • Behavioral focusing on
  • Social monitoring

16. Get BuzzBuilder Pro to Automate Cold Email Campaigns

buzz builder marketing automation guide

BuzzBuilder Pro is helpful for entrepreneurs, gross sales groups, and entrepreneurs. Find prospects, generate leads, and nurture them extra simply.

Key options embody superior e-mail advertising and marketing automation, a web site kind builder, monitoring and analytics, lead nurturing, scoring and rating, social media advertising and marketing, and hot-lead alerts.

You might want to name for detailed pricing data.

17. Create Automated Marketing Workflows With Net-Results

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Net-Results helps to automate virtually each sort of advertising and marketing process conceivable.

Their objective is that will help you save time whereas permitting you to raised uncover and nurture leads in order that your income will develop shortly.

Features embody an e-mail builder, kind builder, landing-page builder, marketing campaign builder, and A/B-test builder. Nurture leads, automate workflows, and extra.

Pricing ranges begin at $800 monthly for two,500 contacts and go up from there.

18. Streamline and Simplify Marketing Automation With GreenRope

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GreenRope is “the ultimate dashboard for your business.”

This instrument is helpful for finishing advertising and marketing automation and CRM multi functional place.

Manage operations, gross sales, and advertising and marketing all from one dashboard that can allow you to visualize your efficiency and make key enterprise selections.

Features embody interplay monitoring, occasion and mission administration, calendar reserving, SMS advertising and marketing, surveys, video monitoring, and predictive evaluation.

You can even set off automation, lead scoring, evaluation, prediction, and engagement.

Pricing begins at $99 monthly for 500 contacts and goes as much as $799 monthly for as much as 50,00 contacts.

19. Deliver Automated Email Campaigns Using MailChimp

marketing automation mailchimp screenshot

With clever e-mail advertising and marketing options, it’s laborious to not love MailChimp.

This instrument is good for contacting prospects or prospects who’re important to your success. If you want an efficient e-mail instrument, this is one it’s best to undoubtedly take a look at.

Features embody e-mail advertising and marketing automation, customized emails, automated welcome emails, behavioral focusing on, engagement monitoring, and extra.

With this instrument, you’ll be able to set off emails primarily based on actions like sign-up date and web site exercise.

The value is free for as much as 2,000 contacts, and upwards of $425 or extra monthly relying in your whole variety of subscribers.

20. Automate Marketing Processes with Gliffy

marketing automation tool gliffy

Create organizational charts, high-quality flowcharts, UML diagrams, community diagrams, technical drawings, wireframes, and extra with Gliffy.

It works in your internet browser that will help you visualize workflows and enhance advertising and marketing productiveness.

Key options embody workflow group, an intuitive interface, collaboration with anybody with entry to an online browser, and extra.

The better part? They have a free trial!

21. Use Inbound Marketing Automation with Jumplead

marketing automation jumpead

Jumplead turns web site guests into leads after which nurtures them till they grow to be paying prospects.

Jumplead is a go-to supply for the whole lot from lead monitoring to CRM, analytics, and automation.

Features embody lead monitoring, CRM, behavior-triggered actions, e-mail advertising and marketing, touchdown pages, and analytics.

The value is free for 200 guests and goes up from there. The professional package deal is $199 monthly for 20,000 guests.

Bonus: Add contemporary knowledge to your advertising and marketing marketing campaign with KnowledgeForwebsite positioning

KnowledgeForwebsite positioning gives “comprehensive SEO data via API at a predictable price.”.

While they principally work with website positioning suppliers, you need to use their knowledge to juice up your advertising and marketing efforts.

Here’s an inventory of API’s KnowledgeForwebsite positioning gives:

  • Rank monitoring API
  • SERP API
  • Keywords knowledge API
  • Competitor API
  • OnWeb page API
  • Keyword finder API

Marketing Automation FAQ

What is advertising and marketing automation?

A technique that makes use of software program that creates “rules,” which permits manufacturers to create an environment friendly, typically hands-off advertising and marketing course of.

What are the advantages of promoting automation?

Automation permits you to get extra achieved in much less time, enhance effectiveness, and gives entry to way more knowledge. For small or streamlined groups, it is superb.

Are there any free advertising and marketing automation instruments?

Some instruments supply a free trial or free plan, together with MailChimp, HubSpot, and Zoho.

What can I do with advertising and marketing automation?

A ton! You can automate e-mail campaigns, reporting, lead nurturing, lead scoring, and rather more.

Marketing Automation Conclusion

Good advertising and marketing has the flexibility to set you aside out of your competitors.

However, it may be laborious to maintain up with what advertising and marketing methods work and which of them don’t.

Even once you do, it’s laborious to deal with all of them without delay. You don’t all the time have the time or power to do it. Neither do I.

Thankfully, advertising and marketing automation instruments exist to make advertising and marketing simpler for you and your group.

By automating, you’ll be able to spend your time and a spotlight specializing in different efforts that can enhance your organization’s success.

Try out a few of these advertising and marketing automation instruments primarily based in your wants and price range.

Kick again as they streamline your processes for you.

Then, choose your favorites and keep on with them.

What advertising and marketing automation instruments are you utilizing?

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