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Marketing automation has traditionally been used for demand generation and lead management, supporting programs such as lead nurturing. Increasingly, marketing automation platforms are being extended to facilitate account-based marketing, customer marketing, and support activities.
Automates manual tasks and multi-step processes such as email and social media campaigns.
Integrates common marketing tasks and multiple tools into a single dashboard, making management easier.
Gathers and consolidates data on campaign performance, website visitor behaviors, and other key metrics.
Supports cross-channel marketing communications, enabling consistent messaging across websites, email campaigns, social media, and other channels.
The companies that acquire marketing automation tend to fall into two categories:
Companies that already derive value from other business technologies and anticipate additional return from a marketing platform.
Companies that are using marketing to grow aggressively.
In either case, marketing automation software’s primary value proposition has three key points:
The #1 benefit of marketing automation according to B2B marketers is the ability to generate more and better quality leads.
Marketing automation drives a 14.5% increase in sales productivity and a 12.2% reduction in marketing overhead.
Best-in-class companies are 67% more likely to use a marketing automation platform.
Marketers say that the biggest benefits of automation are saving time (74%), increased customer engagement (68%), more timely communications (58%) and increased opportunities including up-selling (58%).
Marketing automation typically is or can be integrated with other business tools, such as customer relationship management (CRM) software, business intelligence tools, website visitor tracking tools, webinar and event management tools, social media tools, content management tools, email and landing page testing tools, and sales enablement tools.
Marketing automation systems are generally one of two types:
In which the system vendor buys or builds various capabilities (such as customer relationship management) and offers the combined features as a package.
Which is built so that other tools can be easily integrated with it. This enables the buyer to choose their own preferred tools to be integrated with the automation platform.
Marketing automation also typically is (or can be) integrated with other business tools, such as webinar and event management tools, customer relationship management (CRM) software, and tools for business intelligence,social media management, content management, email and landing page testing, sales enablement, and more.
Act-On starting from $900 per month