Best Marketing Automation Software for Businesses in 2023

What is Marketing Automation Software?

A business has almost direct access to more customer information and consumers have multiple options for services or products, marketing strategies have turned tortuous. With the ultimate goal of revenue production, a steady stream of leads is crucial. A marketing automation system is a stately solution to this puzzle. It involves an array of platforms and technologies forged for marketing departments and organizations to productively market on numerous online channels such as websites, email, and social media and automate repetitive tasks.

Features of Marketing Automation Software

1) Scoring Leads

Enable an organization to hunt down its best prospects. Reckoning profile attributes and behaviors require some extensive research and analysis but always generates the best leads. Trigger alerts to sales teams and email campaigns to individuals as soon as they hit a standardized level of a lead score or simply identify ‘hot’, ’warm’ and ‘cold’ leads with the lead scores.

2) SEO and Keyword Analytics

It is another advantageous feature of marketing automation software that allows monitoring, tracking of the ranking of relevant keywords on major search engines like Google, Bing, and Yahoo and correlating an organization’s overall performance to its competitors.

3) Data Quality

Data quality is an imperative foundation for successful marketing programs which involves deduplication(recognizing existing leads and contacts in the database to prevent duplicates from occurring and merging existing duplicates), refining(standardizing data like titles and company names), and appending(filling in missing or incomplete data). The marketing planning system provides this quintessential feature.

4) Progressive Profiling

It is self-taught improvisations done by marketing automation tools where organizations learn new information on their leads with each form fill out on their website. With the new data, leads are hot-listed for improved targeted email campaigns.

5) Landing Forms and Pages

These are obvious links to lead generation. Custom landing pages that correspond to the brand image can be constructed with marketing automation software without web development (HTML, CSS, PHP, etc.) knowledge.

6) Lead Development and Maintenance

It is developing relationships with buyers at every stage of the sales funnel that encourages clients to proceed to the next stage of the buying cycle. It’s a herculean task that demands abundant content creation and time exhaustive researching of interaction between personas and a website. It can be immensely rewarding and help create further opportunities from a website and nurture existing leads until they are ready to engage with the sales team.

7) Hosting and Tracking Marketing Files

Tracking can be effortlessly done by marketing automation solution by observing the finest resonating content with specific target audiences with an insight into link clicks, content views, or files downloaded.

8) Dynamic Content

Includes customized landing pages and emails for specific segments. Based on the requirement including location, industry, and job title, and so on, text, images, and calls to action can be customized. With smartphones impacting businesses more than ever, the marketing automation system software can support mobile-optimized emails and landing pages as well.

9) Social Marketing

Social media marketing has become a thing since the past few years due to the incorporation of social profile data to enhance scoring and segmentation, scheduled automated social campaign posts from various accounts on a single or various social media platforms, or for social sharing and application tracking for insight into an organization’s content share and social conversion rates.

Points to Consider as a Potential Buyer of Marketing Automation Tools

All those features sound promising on the records, but finding the correct tools suited to the buyer is all that counts and the following points try to make this assessment job a bit simpler

• A labyrinth is as hard as it looks and so is the complexity of a product. Underestimating the time required to get it running and integrated with current technology might bore a wicked outcome. Learning curves might be a bit too steep, so opting for vendors who provide training services and support user community might be a good choice or a simple, clean tool should be used for ease of use and accessibility.

• Managing multiple tools from one dashboard is a fundamental time-saving feature for most organizations. Opt for those that integrate with existing programs like CRM software, webinar, and social media and can automate common functions to manage the most important point marketing tools. Automatic prospect behavior and target message deployment are other consideration factors.

• The platform should be able to automatically create and maintain lists dynamically with the creation of list segments based on attributes like behavior. Sales should be proficient in entering and exciting prospects. Process recreation, implementation, and adaptation are other key factors to consider.

• The greatest merit of marketing automation is automating programs that would be overpowering or vexatious. Drip marketing (Nurture Marketing is an example of the form) which sends a pre-written assortment of messages in a series applicable to a distinguishing behavior or status of the recipient that might be contemplated.

• Marketing automation software that supports full integration with a webinar provider is an admirable choice if webinars are to be used now or in the future.

• The ability of marketing automation to hammer on campaigns from concept to implementation is a decisive win. Analyzing anticipated responses and scheduling hot leads to sales in real-time will reinforce closing sales.

Marketing Automation Software Trends

Adoption and market growth of marketing automation systems is growing rapidly with 49% of companies currently using marketing automation and more than half of B2B companies adopting the technology. Ascend 2 and Research Partners’ marketing technology strategy survey of 2014 shows 42% of companies using marketing automation. Industry adoption of marketing automation differs heavily; with technology and financial markets fine-tuning their previous marketing automation investments while education, government, healthcare, and utilities sharing a deep-rooted skepticism. While CRM holds the top position in this field, marketing automation lags behind at 5^th position rising the ladder in a steady fashion.

Related Articles:

• Marketing Automation Workflows: Run Your Marketing Campaigns on Autopilot
• Top10 Brilliant Personalized Marketing Examples
• How To Create an Outstanding Marketing Plan Using Free Templates
• Top Software and Digital Tools You Will Need to Revamp Your Marketing Efforts
• Top 11 Performance Marketing Software
• 7 Mobile Marketing Hacks to Generate New Business