Do you feel like you’re running out of time and that one day is not enough to complete all your marketing responsibilities? Your simple task lists eat up your precious time that you do not spend on your strategy? You are not alone!
According to recent research on digital marketing management, email marketing automation is the third most widely used feature of surveyed marketers, right after social media management and enterprise search management.
In addition, according to a poll conducted by the Lenskold Group and the Pedowitz Group, nearly 60% of respondents who use automation systems in their online marketing strategy say they can channel more qualified leads to the sales department.
Also, these leads are even more qualified and require less effort to generate them. Without a doubt, the utilization rate of automation tools will continue to increase. It is therefore not surprising to see more and more companies turning to these tools. Faced with such a profusion of offers, how do you compare the various options to choose the automation tool that best suits your needs? We will attempt to answer this question in this article.
Let’s go ahead and get this going now! Marketing automation tools: what should you use?
Marketing automation tools make it easy to connect to various marketers’ favorite tools. Do not worry, if the connection is not provided by the automation tool in place, Zapier or IFTT you will certainly achieve it.
The possibilities of marketing automation are vast. Content Automation, whether it’s automatically sending a new blog post by email, sending a thank you email to a new blog subscriber (with, of course, a call to action urging them to go further in the funnel), the email reminder to encourage the renewal of service about to expire, the additional purchase or to leave a comment on your product/service, or personalization email invitations to read related content to those just viewed by the user.
It is important to differentiate the automation that is triggered following a particular action of the visitor (e.g. registration to the newsletter) and those that are triggered following a particular behavior on the site (reading a blog post and triggering sending a related ticket by email). These last triggers, more sophisticated, are made possible thanks to the cookies which record the contents read by the visitor. When a behavior trigger is activated, the corresponding workflow determines the automatic action to set up (sending a related ticket by email).
The combination of cookie and workflow opens up a tremendous range of possibilities, especially when applied to lead generation and education / maturing to conversion. Automation can (and should) also be used to build customer loyalty. It can also accompany them in the discovery of a product/service complex at first and therefore under-exploited. Once equipped, it is highly likely that these customers will warmly recommend your product/service. There are many excellent tools for list building.
If you offer events as part of your activities, using a specific workflow focused on the date of the event will free you valuable time. For example, it is possible to create e-mail reminders and follow-up e-mails for participants and absentees to tell them about the next event. This combination of cookies and workflows gives automation tools a unique power by ensuring that the right content is sent to the right recipient at the right time.
Did you know that 73% of visitors to your site are not in the conversion stage? So … what to do with that percentage of visitors? Do not abandon them! Build, on the contrary, a relationship with them by accompanying them in their customer journey until they decide to convert. This is done by sending e-mails adapted to their situation and the impact will not fail to be felt on your performance indicators.
The automation process is more or less complex to implement depending on the tools used. Indeed, it works 24/7 for you and this without errors (once well adjusted). While many automation processes apply to e-mail, it’s not exclusive: the marketing automation tool can also prioritize the most promising leads so your sales team can focus time and energy on what relates.
You can also define via the workflows which sent content will be sent to the leads according to their stage in the funnel. If you were not yet convinced of the usefulness of marketing automation tools, I bet it’s done now. Now let’s go to the selection criteria! Comparing marketing automation tools according to the budget To help you in the selection of your marketing automation tool, here is a list of different tools, from the cheapest to the most expensive (for 1000 contacts).
1. Ontraport First, with Ontraport, you have 1 user, not including training. Its cost is US $ 79 per month.
2. ActiveCampaign On the other hand, the ActiveCampaign allows to have up to 3 users. The professional package includes training. The tool is displayed at US $ 129 per month.
3. Infusionsoft The Infusionsoft tool can contain up to 1500 contacts, with only 1 user. It also includes a Sales pipeline. Its price is US $ 151 per month. This is the same price for E-commerce features.
Hubspot Hubspot allows you to have only one user and also offers online training. It cost is 800 US $ per month.
4. Marketo For less than 10,000 contacts, the platform is worth $ 895 a month.
5. Pardot Pardot allows you to have up to 10,000 contacts. Its cost is US $ 1000 per month. Choosing the marketing tool according to its ease of handling Then, the complexity of handling the tool is definitely a factor to take into account. The easier the tool is to use, the faster it will be adopted by its users. Choose your battles!
Here are the marketing automation tools, from the easiest to the least easy:
1. Hubspot This tool is very intuitive and quick to handle. This is the ideal choice to start focusing on the essentials!
2. ActiveCampaign Very easy to use, the ActiveCampaign tool is an advantage to set up complex workflows.
3. Ontraport Relatively easy to access, this scalable tool is suitable for both small and large businesses.
4. Marketo With Marketo, the learning curve is tough, but the tool remains very complete.
5. Pardot Again, the learning curve is particularly harsh, since several features are difficult to understand.
6. Infusionsoft The existence of the hashtag #confusionsoft says a lot. If A / B tests are your daily routine, it is better to focus on another tool. Which marketing automation tool is right for you? 1. You are a company with a turnover of up to US $5 million a year.
If your site is e-commerce, know that some tools (Infusionsoft and Ontraport in particular) can serve as a database for your products. They also offer discount opportunities or affiliate programs. In terms of social media, marketing automation tools allow you to publish your new ticket on several social networks at the same time automatically. Some also allow you to manage your ads on these social networks: all your marketing tools are well in the same place and perfectly interconnected.
If tracking the customer journey on your site occupies you all day long, you will love its full visualization in Ontraport. This marketing analysis tool also makes it possible to see the results of the past efforts and the results expected from the next campaigns. Need a CRM to move up a gear in your Inbound strategy? The one offered by Hubspot is free. This tool offers the full range of indispensable tools: landing page, optimized SEO blog post, email campaigns…
The presentation of visitor interactions on the site as an intuitive timeline is particularly appreciated. Finally, if you are self-taught and are looking for a great base of knowledge to support the discovery of your marketing automation tool think Marketo. If you are in the health sector, finance or media, the custom solutions of this tool will interest you most likely! Before signing, validate these 2 important verifications.
1. Validate the compatibility with your CRM in place especially if your choice is on Infusionsoft.
2. Have a long-term vision, within 3-5 years, of the number of contacts your marketing automation tool will need to manage.
After all, prices according to the number of contacts are increasing rapidly! Download a printable version of this table. In closing, I hope this blog post has helped you in selecting the right marketing automation tool for your needs. Implementing a tool requires a considerable investment of time and money.
In this sense, take the time to think about your situation in the long run! In the end, if your choice is Hubspot, but you do not feel comfortable embarking on the adventure alone, do not hesitate to call one of our Inbound experts.