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Marketing automation software, as the name implies, automates marketing activities, measures campaign metrics & streamlines workflows. It provides a centralised marketing database to store all marketing related information, which can be used by businesses to create personalised marketing experiences for their prospects. It provides automation features across different verticals of marketing like email, social media, lead generation, online advertising and more.
Marketing automation software gives marketeers an analytical solution that can be used to measure the effectiveness of an entire campaign across channels and demographics. This lets them better understand the impact of a campaign in terms of KPIs, company revenue & ROIs.
Unlike the sales-focused approach of a CRM software, marketing automation software follows a prospective customer’s top-of-the-funnel activities. It keeps a track of customers who visit your website, open an email sent by you, read a published blogpost or fill out an enquiry form. Typically, this software is used by marketeers to schedule, track & analyse different types of campaigns such as email campaigns, bulk business to customer communications, and so on.
Marketing automation software lets you segment prospects and visitors into mailing lists based on their previous interactions with the company & preferences. You can also use this software for lead nurturing and send automated emails to keep prospects interested.
You most certainly need a marketing automation software if your business is experiencing any of these problems:
Marketing automation platform simplifies campaign setup & tracking, analysis & communications. The best features of marketing automation CRM software are: -
Campaign management helps with integrated campaign automation which means that every step of the campaign takes place within the same interface and doesn’t require users to bounce around between systems. Marketers don’t need to create multiple campaigns to promote different products; a marketing automation platform does it for them.
It lets your sales and marketing teams work together like a well-oiled machine. It facilitates collaboration and communication to improve campaign execution and efficient opportunity management. Campaign management supports both outbound and inbound marketing campaigns.
Landing pages are webpages that customers see when they click on a promotional link. Inbound marketing automation software captures lead details and forwards them automatically, from landing pages to the sales team.
Landing page is used to obtain leads, and it contains a call to action to get a visitor in touch with the company or to facilitate a sale. The software also comes with the option to add a lead generation form (form that’s filled out by customers when they visit your page). Best marketing automation CRM software provide professionally curated templates for landing pages & lead generation forms, to help businesses save time in designing and in streamlining the creation process.
Email marketing is at the heart of most successful marketing campaigns. Email marketing automation software can be used to send emails to customers, acquire new customers, advertise and generate sales. Tracking such campaigns gives you ROI information & helps track visitor engagement and other customer related data. Email marketing automation software allows marketers to have personalised interaction with prospects and customers by sending messages that are more likely to engage customers and promote retention.
CRM and marketing automation software are two highly compatible solutions that work on the sales and marketing process of a company. Marketing automation software comes with integrated CRM features.
With this feature, you can add lead history and other important data to the CRM, to maintain crucial records of customer information. When a lead is generated, a new record is created and assigned to a salesperson for follow up. Sales teams can then pinpoint when a lead last visited your website, what they were interested in and if they requested for further information.
Lead scoring is a much sought-after functionality of digital marketing automation software. If you don’t know what it means, lead scoring is when you rank prospects against various metrics to determine their perceived value to your organization. It helps in prioritizing leads that should be focussed on, and in what order.
This feature of marketing automation software allows users to determine which stage of the buying cycle a lead is in and target them accordingly. Organizations can use this to gather data about customer types, their behaviour & interests, to improve their experience with the company.
Lead scoring feature helps businesses with increased sales efficiency, improved marketing and sales team effectiveness, workflow optimization, tighter sales and marketing alignment, and overall increase in revenue.
Reporting and analytics are business intelligence tools which are crucial to any organisation’s marketing department. Digital marketing automation software allows you to view quality reports and analyse them for further improvement. With this feature, you can view different kinds of auto-generated reports, factoring in different criteria such as customer demographics, sales figures, ROI, etc. Furthermore, the analytics tool lets you understand your marketing efforts better and strategies for the future success.
Marketing automation platform makes a marketer’s life a lot simpler with its advanced features. The benefits of marketing automation software include: -
Q. How does marketing automation software help nurture a prospect through the sales funnel?
A: When a prospect makes first contact with your company, they’re not necessarily in the mood to buy. It’s likely that they’re gathering information. Inbound marketing automation software helps you identify prospects that are in the latter stage (information-gathering) and differentiates them from prospects who are further down the sales funnel. With a marketing automation software, you can segregate customers so that each receives a different set of communication. For example, prospects who are in the information gathering part of the funnel might receive an e-newsletter that shares blog posts and e-books that talk about the overall benefits of your product or service. Prospects further down the sales funnel would receive e-newsletters along with blog posts and e-books that talk about your product pricing & the return-on-investment that your product can provide them.
Prospects look for general information at the top of the sales funnel. At the bottom, they require more specific information.
Q. Can marketing automation be used for both sales and marketing?
A. Marketing automation software lets companies push customers and prospects through the sales funnel faster and with greater efficiency. From sales POV, marketing automation helps in turning prospects into leads with automated actions. Keeping track of your prospects and sending out the right communication at the right time is crucial for any sales team. From marketing POV, automating your campaigns gives you the ability to connect to your targets with different engagements.
Q. What are the benefits of using marketing automation?
A. When you use this software, you can spend more time following up with leads rather than wasting it trying to schedule your next marketing campaign. You can prepare targeted campaigns that are ready to deploy, and automatically execute everything with the click of a button. Marketing automation lets you gain insights and knowledge which allow you to change and gain even better results next time.
Q. I am using an email auto-responder. Do I still need marketing automation?
A. An email auto-responder is a singular outbound marketing tactic. You have readymade content that is automatically sent out to anyone trying to reach you. While this tactic has its benefits, it doesn’t hold a candle to what you can accomplish with automated marketing. With an automated system, you will first set up a marketing campaign. Then, depending on your campaign, different automated actions can be put in place based on the needs of the recipients.
Q. With 50 employees, is my company too small to use an automated marketing software?
A. Marketing automation software can be used by organisations of all sizes. For small organisations, marketing automation lets you make the most out of your limited resources and reach just as many prospects as any larger sized entity. Whether you have a contact list of 50 names or 5,000,000 prospects, automated marketing makes it easy to reach them in multiple ways.
Before you buy a marketing automation software, here’s a list of things you need to be wary of: -
What Features Do You Need?
When choosing a marketing automation platform, take a good look at all the features offered by the system. Don’t go for solutions with flashy tools that don’t meet your expectations. Go for a solution that provides you with expertly engineered features you will certainly use.
What Analytics Tools Do They Offer?
Analytics is an important part of any marketing campaign, but the process of collating and organising data can be overwhelming. Therefore, it’s important to choose a marketing automation solution that has a robust built-in analytics tool. With this, you can get better insight of your marketing campaigns effortlessly.
Seamless Integration with Other Software
Choose a platform that can seamlessly integrate with other third-party solutions you’re using in your business currently or you are thinking about using in the future. This way, you minimize potential disruption to your business operations and avoid the hassle of having to implement a new software each time your company buys a solution.
Having control over your marketing campaign on the go is a nice edge to have. To do so, ensure that you pick mobile-optimised platforms that allows you to manage campaigns, collaborate with your team, check campaign progress and engage leads on-the-go.
There are many automation software available in the market. Here’s a list of the best marketing automation software in India:
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