Marketing Automation Platforms

Marketing Automation Platforms

Marketing Automation Platforms

Keap (formerly Infusionsoft), Hubspot, ActiveCampaign, Marketo … and there are so many more not mentioned.  Marketing Automation Platforms can be confusing trying to figure out which one to choose.  And everyone has their own opinion of which one is the best.  I think the “best” one is the one you will use, the one easiest to use, and the one that best fits YOUR business.

Marketing Automation – what to look forMarketing Automation Platforms

Look for the features you need for your business, but also think a little into the future.  What else might you want to automate later with your business?

Some of the most common features businesses are looking for in their Marketing Automation Platform:

  • Email marketing automation, including segmentation and batch emails, behavioral trigger emails, personalization, split testing
  • Lead nurturing, including storing your lead database, running drip campaigns, having task and alert automation and even lead scoring.
  • Social Media Automation with posting and scheduling and social interactions
  • Analytics and Reporting with website analytics, email and campaign reporting, conversion rates, and ROI
  • SEO, paid media, and digital advertising with personalized customer targeting, account-based marketing, organic and paid search, and custom landing pages and capture forms.

If you are not sure what you need, figure that out before shopping programs.

Marketing Automation PlatformCRM and Marketing Automation

Do understand that some software is more focused than CRM software, while others are better at Marketing Automation.

Most marketing automation systems include a lot of email marketing tools combined with other marketing automation features like customer analytics, automated workflows, and lead scoring.  Email marketing stops after the email campaign, but marketing automation software tracks a prospective customer across multiple channels and campaigns.

CRM often picks up where marketing automation leaves off, storing and analyzing the historic data on a lead’s interactions with the company to facilitate the sales process.

The best choice is to use a CRM that integrates with a marketing automation tool to manage different parts of the lead-to-advocate funnel.  This way you get the best of both worlds.

Our favorite Marketing Automation Platform is ActiveCampaign.  It has a good blend of both the CRM and Marketing that most businesses need.  That being said, we are very familiar with a lot of the software out there, so if you need help pulling this all together for your business, just contact us for a free consultation.

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