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Marketing Automation Software: What You Need To Know

Marketing Automation Software: What You Need To Know

The digital marketing revolution has changed how businesses market their products and services. The evolving breakthroughs in marketing technology have given marketing teams powers that allow them to work smarter, not harder. In recent years, marketing automation software has emerged as one of the most powerful marketing tools.

Marketing automation software helps businesses automate email marketing, social media campaigns, and targeted advertisements. It aims to make the marketing process more efficient and allow organisations to focus on other business areas. 

There are a variety of marketing automation software solutions available on the market, each with its features and benefits. Thus, business owners should carefully consider their needs before choosing a marketing automation software platform. 

This article will provide an overview of marketing automation software and what business owners need to know about this program. 

The Emergence of Marketing Automation Software

The first marketing automation software emerged in the early 2000s. The earliest platforms were mostly email marketing-focused, which helped businesses automate repetitive tasks, such as marketing campaigns. Since then, marketing automation software has evolved to encompass a broader range of features and capabilities. 

According to a recent report, top-notch marketers are 1.5x more likely to utilise marketing automation platforms. The application taught marketers how to be more efficient and effective in their tasks since the proliferation of marketing automation software is primarily due to the advancement of digital marketing. 

With the rise of digital marketing, businesses can now collect more customer data. Companies can then use this information to create highly personalised and targeted marketing campaigns. In addition, the solution can integrate with other marketing tools, such as customer relationship management (CRM) platforms and social media management software. 

This development allows businesses to produce a comprehensive marketing ecosystem, permitting tasks automation and measuring marketing performance. 

What Is Marketing Automation Software?

What Is Marketing Automation Sofware

Marketing automation software is a tool that aids marketers in automating and streamlining their marketing tasks. In addition, the software helps organisations improve their campaigns by providing insights into how well their initiative performs and what changes they must implement to improve results. 

The application includes contact management, email marketing, lead generation, reporting, and analytics. It allows marketing teams to manage their campaigns more efficiently, from planning and designing to executing and measuring.  

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Common Types of Marketing Automation Software

Most marketing automation software offers similar functionalities, but there are some variations in their specific features. Here are some of the standard types of the tool:

Omnichannel Automation

This software helps marketing teams automate their tasks across multiple channels. The software makes sure it uses every platform to its fullest potential and carries out marketing tasks seamlessly on each channel. 

Social Marketing

Meanwhile, social marketing software helps organisations enhance their social media campaigns. This solution can increase their reach and engagement on social media platforms by providing tools to assist with items such as scheduling posts and social media analytics. 

Email Marketing

The tool helps companies automate their email marketing campaigns. It offers functionalities such as automated drip campaigns and segmentation. It can help businesses boost their email marketing results. 

Marketing Automation

On the other hand, marketing automation helps teams automate and streamline their marketing tasks. It provides functions such as landing pages, forms, lead databases, analytics, and reporting. 

CRM Integrated

One of the popular applications businesses use today is CRM. With CRM integrated, the tool combines marketing automation software with an organisation’s CRM system. This integration aids teams in automating their marketing tasks and provides insights into how well the campaign performs. 

Mobile Automation

With the current digital transformation, businesses must be accessible on various devices. The mobile automation tool helps teams automate their marketing tasks on mobile devices. In addition, it allows users to personalise their marketing messages and attract mobile users specifically.

Marketing Analytics

This tool can be an independent solution or add to broader marketing automation software. It offers more effective analytics and a marketing intelligence suite, which marketing teams can use to optimise their strategies.

Advertising Automation

And lastly, advertising automation helps teams automate their advertising campaigns. It includes managing campaigns, targeting ads, and measuring results. 

Why Do Marketers Need the Software?

Biggest Benefit Marketing Automation Software Final

Marketing automation can be a game-changer for businesses of all sizes. Automating repetitive marketing tasks can free up time for teams to focus on more strategic initiatives that will drive growth. If you’re still on the fence if marketing automation software is right for you, take a look at some of the benefits you’ll gain in using the tool:

Faster Lead Conversion

By automating marketing tasks, businesses can speed up converting leads into customers. Automated email marketing campaigns, for example, can help prospects further down the funnel by sending timely, targeted messages that encourage them to take action. 

Increased Customer Engagement

Automated marketing campaigns can help you stay on top of mind with your customers and keep them engaged with your brand. By regularly sending them helpful content, you can build strong relationships that lead to more sales down the road. 

Improved Return on Investment (ROI)

With marketing automation software, businesses can track their marketing efforts and see a clear ROI. The data-driven approach allows organisations to adjust their strategy to ensure they always get the most out of their marketing budget. 

Measurable Campaigns

One of the best things about marketing automation software is that it provides teams with detailed insights into their campaigns. Organisations can use this data to optimise future marketing efforts. 

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Unified Hub

Marketing automation software provides businesses a unified hub for all their marketing activities. This component gives teams a clear overview of their marketing efforts and allows them to track their progress over time. 

Customer Retention

When you think of marketing automation, customer retention is probably one of the first things that come to mind. The tool can help businesses keep their customers engaged and reduce the risk of churning. Automated customer retention campaigns, for example, can help win back customers who have been inactive for a while. 

Workflow Accuracy

Also, marketing automation software ensures that the right message gets to the right person at the right time. By automating processes, businesses can send marketing messages without human intervention, eliminating the possibility of human error. 

Strategic Planning

And lastly, marketing automation software can help companies plan their campaigns more strategically. Some of the tasks that the tool can automate are categorising email feedback and qualifying leads. Because of this, teams can focus on planning and organising campaigns that will have the most significant impact on their business. 

As a business owner, marketing automation software is a tool worth considering implementing in your organisation. This solution can benefit your business, from workflow accuracy to improving ROI. 

How Can Marketing Automation Help Businesses?

Now that you know the benefits of deploying marketing automation software, it’s time to see how the solution can help your business. Here are a few ways the tool can assist in your marketing campaigns:

Lead Database

The lead database is the solution’s ability to capture, store, and maintain a list of leads. Organisations can use the data for marketing and sales activities such as content marketing, email marketing, and lead generation. 

Lead Generation

On the other hand, lead generation is the process of generating new leads for a business. The software can automate lead generation using customer interaction data to create marketing lists and campaigns. 

Lead Scoring

Meanwhile, lead scoring assigns a numeric value to each lead based on factors such as budget, buying authority, and need. The process helps businesses prioritise their marketing and sales efforts to focus on the leads most likely to convert. Marketing automation software can automate lead scoring by analysing data points like website activity and demographic information. 

Lead Nurturing

In addition, the tool can help with the lead nurturing of companies. Lead nurturing means building relationships with potential customers even if they’re not ready to purchase. By sending relevant and targeted content, businesses can keep their leads engaged until they’re ready to buy. Marketing automation software can automate this process by drip-feeding content to prospective clients over time. 

Lead Conversion

Moreover, the solution can automate the lead conversion process. Lead conversion is the act of converting a lead into a customer. Marketing automation software can automate lead conversion by feeding leads with personalised content, email nurturing, and lead scoring. 

Content Marketing

With countless businesses shifting online, many are engaging in content marketing. In detail, content marketing is creating and distributing relevant content to attract a clearly defined target audience to drive profitable customer action. Marketing automation software can automate content marketing by creating and scheduling blog posts, email newsletters, ebooks, white papers, and more. 

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Email Marketing Campaigns

Email marketing campaigns allow you to effectively stay in touch with your clients and keep them posted on your latest products and services. Marketing automation software can automate email marketing campaigns by sending out automated emails based on triggers such as time, location, or behaviour.

Progressive Profiling

Finally, the tool can help with progressive profiling. It’s a technique to gather more information about leads as they move through the marketing funnel. Businesses can learn more about their needs and preferences by asking questions at the buyer’s journey stages. Marketing automation software can automate progressive profiling by collecting data from forms and surveys. 

With the tool automating workflows and various tasks, teams can focus on more strategic activities such as brainstorming creative campaigns. As a result, marketing automation software can help businesses save time and money while increasing leads, conversions, and revenue.

The Cost of Marketing Automation Software 

Marketing Automation Platforms Price Comparison Chart V2

Marketing automation software can be an excellent investment for businesses that want to streamline their marketing efforts. However, the cost of these programs may vary widely, so it’s essential to consider the functions and capabilities most crucial for your business before making a purchase. 

The initial cost of the solution itself can be pretty high, and there are often additional fees for support, training, and integration. Generally, marketing automation software plans start at $200 per month and can increase to $3,000 per month or more for enterprise plans with advanced functions. Some of the most popular platforms can cost hundreds or even thousands of dollars per month. 

Likewise, there are a variety of pricing models available. Below are some of the standard pricing plans:

  • Freemium plan: This pricing model offers a free basic software version, but users can upgrade to a more feature-rich version for a fee. This plan can be an excellent choice for businesses starting with marketing automation or those with a limited budget. To know the top options, read this list of 10 best free marketing automation software
  • Perpetual licence plan: With this pricing model, businesses pay a one-time fee for the software. This option can be more expensive up front, but it can offer more flexibility regarding features and updates. 
  • Subscription plan: This model is the most common pricing plan businesses can avail from software providers. And with this model, users pay a monthly or annual fee to access the programme. The price will vary depending on the functions and components you need.
  • Pay-as-you-go plan: When users avail of this plan, you only pay for the features you use. This model is an excellent option for businesses that don’t need all the bells and whistles of the more comprehensive programs. 

The freemium or subscription models can be an excellent way to get started for organisations that are just starting with marketing automation. For businesses that have more marketing requirements, the pay-as-you-go model can be a great option to save money. 

When assessing the cost of marketing automation software, it’s crucial to compare the price of the program with the potential return on investment. In some cases, companies can offset the upfront cost of the software by the increase in efficiency and productivity. 

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For some businesses, the investment will be well worth it. But for others, it may not make sense to spend the money on marketing automation when other tools could be just as effective. So ultimately, the decision comes down to each business’s requirement and budget.

A Step-By-Step Guide on Choosing the Right Software

Infographic 5 Free Marketing Automation Solutions

When choosing marketing automation software for your organisation, there are a few things to consider. Here is a step-by-step guide to help you make the right decision for your company:

Determine Your Marketing Automation Needs

The initial step is to sit down and think about what you need the program to do. For example, do you need it to manage your email marketing? Or perhaps you want it to help with social media marketing? Once you know what you need, you can start looking for a tool specialising in those areas.

Research Your Options

The second step is to research your options and see what various software programs are available. There are a lot of marketing automation software programs out there, so it’s essential to take the time to find the right one for your organisation’s needs. 

Compare Features

Once you’ve narrowed your choices, it’s time to compare features. Some elements you might want to compare include price, ease of use, customer support, and function. 

Test It Out

Before making a final decision, it’s always ideal to test the software yourself. Most software programs offer free trials, so take advantage of that and see how straightforward the program is to use. 

Make Your Decision

Once you’ve tested the software and compared features, you can make your final decision. Thus, choose the marketing automation software you think will work best for your business needs.

Remember, choosing marketing automation software doesn’t have to be daunting. You can find the perfect software for your company with research and thoughts about your requirements.

How to Get Started with Marketing Automation Software

Cap Crm Vs Marketing Automation Software 01

If you’re a novice to marketing automation software, you might think using it can be intimidating. But learning how to use the tool is relatively easy, and once you get started, you’ll wonder how you ever functioned without it. Here are five tactics to help you get started with marketing automation software:

Know Your Audience

To be credible, you need to understand who your target audience is. Nowadays, standard customer profiles such as location, age, and gender are insufficient. During marketing automation campaigns, some examples of vital information are what device the customer uses, where the customer sees your advertisement, and how many times the client visited your site before purchasing.

Understand Your Client’s Buying Cycle and Journey

The four stages in a customer’s buying cycle are awareness, interest, desire, and action. As a marketer, you need to create content that aids customers move through these stages. The tool can help you monitor your client’s buying cycle and journey. Then, you can send them the right message at the right time.

Map Out Your Marketing Campaigns

To properly utilise marketing automation software, it’s essential to map each marketing campaign in detail. This step includes the goals, target audience, intended channels, and preferred content type.

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Measure Your Results

It’s crucial to continuously measure the results of your marketing campaigns so that you can determine what is and isn’t working. Marketing automation software can track various data points, such as open, click-through, and conversion rates

Make Adjustments

Based on the results of your marketing campaigns, make necessary adjustments to improve your results. Marketing automation software makes it simple to incorporate changes and test various marketing strategies. 

The solution can help with marketing tasks, from creating campaigns to measuring results. If you’re new to marketing automation software, following these five tips will help you get started and successfully use this powerful tool. 

Marketing Automation Software FAQs

With the digital marketing revolution, marketing automation software has become one of the most beneficial tools businesses can use. Marketing automation software helps organisations save time and money by automating tasks that marketers would otherwise complete manually. 

And with the solution becoming popular, you’ll discover numerous frequently asked questions about the software. So let’s examine each of these questions.

  • Who uses marketing automation software?

Any business that wants to strengthen its marketing efficiency can use marketing automation software. These entities may include small businesses, large enterprises, B2B companies, and e-commerce businesses. 

  • How does marketing automation software work?

Marketing automation software enables businesses to automate tasks and workflows. It means companies can set up tasks such as email marketing campaigns, social media posts, and targeted ads, and the software will complete these tasks automatically. 

  • What are the challenges of marketing automation?

The main challenge with marketing automation is ensuring its setup is correctly integrated into your marketing strategy. Once you overcome this hurdle, marketing automation can save you time and effort by automating tasks. Also, some people may have this misunderstanding that the tool automates marketing. No, marketing automation software does not do the marketing for you. Instead, it relieves you from manual tasks to focus on other marketing initiatives.

  • What is marketing automation integration?

Marketing automation integration is the process of connecting your marketing automation software to other marketing and business tools. This action allows you to automate tasks across your marketing channels, making your initiatives more efficient.

  • Is CRM a marketing automation software?

No, CRM is not the same as marketing automation software. CRM software manages customer data and interactions while marketing automation software automates tasks and workflows. However, you can integrate the two solutions to work together. 

Simplify Workflow with Marketing Automation Software

Marketing automation software is an essential piece of the marketing puzzle. It’s a powerful tool that can help businesses save time and money while increasing their reach, effectiveness, and ROI. As a result, experts believe this technology will play an enormous role in the future of digital marketing.

So, if you’re thinking about implementing marketing automation in your organisation, make sure to do your research and choose a solution that will fit your business needs. Marketing automation software is a valuable tool that can help take your marketing strategy to the next level.

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Stuart Crawford

Stuart Crawford is an award-winning creative director and brand strategist with over 15 years of experience building memorable and influential brands. As Creative Director at Inkbot Design, a leading branding agency, Stuart oversees all creative projects and ensures each client receives a customised brand strategy and visual identity.

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