Marketing Automation

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Software platforms designed for marketing departments and organizations to simplify processes by automating repetitive tasks.

Marketing Automation is used to execute marketing programs. This feature-oriented solution category includes software platforms designed for organizations – more specifically marketing departments – to simplify processes by automating repetitive tasks. Labor-intensive tasks including email subscription management, scheduling outbound messages and routing inbound responses can be mechanized using Marketing Automation software.

What is Marketing Automation’s true potential?

Marketing Automation is the tool to optimize your marketing strategy, making email marketing campaigns more efficient and proactive.

  • Campaign Automation: Triggers initiate email marketing campaigns automatically. For example, let’s say a lead fills out a form on your website including an email address. Your Marketing Automation system will initiate the appropriate multi-step email campaign based on the type of trigger and lead’s profile. You determine when each email in the campaign is sent and are able to track responses, adjusting your actions and the timing of subsequent emails accordingly.
  • Lead Nurturing: The campaign can be accelerated or slowed down based on the recipient’s responses. If, based on the recipient’s actions, the current campaign is determined an inappropriate fit, a recipient can be sent a different email campaign. Additionally, Marketing Automation allows recipients a level of control over their subscription with an “update your profile” option to set their email preferences. The option is no longer limited to subscribe or unsubscribe.
  • Tracking: Marketing Automation systems track engagement across multiple channels: when/if an email is opened, clicks on any included links, site visits and form submissions. You can generate reports to determine campaign effectiveness. This tracking information can be converted to a lead score. Once recipients reach a particular lead score, they are passed along to the sales department.
  • CRM Synchronization: Your marketing automation system is synchronized with your CRM system, allowing your sales team to see the lead campaign history.
  • Dynamic Content: Marketing Automation allows for emails to be sent from multiple addresses. Additionally, you are able to automatically provide content based on segmentation parameters. For example, a single automated emailing could send information about Chicago events to a recipient in Chicago, but send details of Denver events to recipients in Denver.
  • Landing Page Builders: The marketing team can create their own landing pages and registration forms to reduce dependency on the web developers and increase speed between the planning and implementation of email campaigns.

Related Product Categories

Whereas Marketing Automation begins and ends in the marketing department, Revenue Performance Management (RPM) is extended to a set of best practices for both sales and marketing. Implementing RPM involves understanding and connecting customer interactions throughout the buying process. These processes include social media tracking, website engagement, content marketing, demand generation, lead nurturing, lead management and pipeline management. Marketing Automation begins with the initial contact and ends with the transfer of a prospect from the marketing team to the sales team. Revenue Performance Management includes the measurement processes and technologies to understand and improve revenue performance through both sales and marketing.

Organizations in Marketing Automation

  • Learn more about GreenRope Complete CRM and Marketing Platform in Ombud
  • Learn more about Act-On in Ombud
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