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Marketing Automation Definition -Marketing Automation Tools That Could Change Your Small Business


Marketing automation is a category of software that streamlines, automates, and measures marketing tasks and workflows so that companies like yours can increase operational efficiency and grow revenue faster.

Marketing automation is the use of software and Web-based services to execute, manage and automate marketing tasks and processes. It replaces manual and repetitive marketing processes with purpose-built software and applications geared toward performance.

Marketing Automation a subset of customer relationship management (CRM) that focuses on the definition, scheduling, segmentation and tracking of marketing campaigns. The use of marketing automation makes processes that would otherwise have been performed manually much more efficient and makes new processes possible.


Fact:
·        Marketing automation connects multiple touch points and marketing channels including social media, email marketing, and content marketing. One of the core goals of marketing automation is to nurture prospects for the long-term, which mean focusing on goals beyond direct sales.

Different marketing automation platforms are designed for different types of businesses. Act-On is just one solution. It’s critical that your business research marketing automation options—HubSpot, Act-On, GetResponse, Eloqua, MailChimp, and Marketo to figure out which one is the best fit.
Most of these companies have free-trial options, so take advantage of the opportunity to ‘try before you buy’ first hand.
These companies are all awesome in their own right­­—we’re not going to recommend any particular one to you. There is no one-size-fits all approach. You need to choose the solution with 
(1)          the targeting features you need and
(2)           (2) the analytics capabilities.
Other features to pay attention to: CRM integrations, import/export features of customer data, and the ability to implement your own customizations.

The platform comes with email, website visitor tracking, lead management, social media, CRM, reporting and analytics. A core value proposition is that business owners can execute their marketing from one place to 
(1) generate high quality leads and 
(2)transform those leads into sales.



HOW CAN MARKETING AUTOMATION HELP YOU?
Leveraging marketing automation, your sales and marketing teams can work as a single, cohesive team to automate and optimize your leads as they move from the top of the funnel, down to the bottom, where sales are made.
Marketing Automation helps you:
·        Generate more leads
·        Qualify and prioritize your leads
·        Nurture those leads to a sales-ready state
·        Manage all of your email marketing campaigns
·        Report on the success of your campaigns
Marketing departments save time and resources with an easy-to-use platform that makes it simple to manage all your campaigns in a single solution. Your campaigns run on autopilot while you spend time on all the other things you need to do to become more successful. With marketing automation you have a 360-degree view of how your prospects are interacting with you and the tools to turn them into customers.
FEATURES OF MARKETING AUTOMATION:
Advanced email marketing:
Create beautiful emails using pre-formatted templates or a simple, visual editor. Run A/B testing, view rendering reports, and test against spam filters. Send them now, or schedule them for later. Track your success.
Lead nurturing:
Set-up personalized, automated engagement tracks that free up time to focus on hot leads while preventing early-stage leads from slipping through the cracks.
Blended lead scoring and grading:
Don’t waste time chasing down dead ends. Understand who’s showing interest in you, and follow up with only those meeting your ideal customer profile.
Prospect activity tracking:
Understand each customer’s interest, plus use alerts to know who to follow up with in real time.
Forms and landing pages:
Easily collect prospect information using forms and custom landing pages.
Closed-loop reporting:
Gives you access to reports that tell you just how well your marketing automation campaigns are working, and where leads are coming from.



 

 

7 Marketing Automation Tools That Could Change Your Small Business :



 1.  ONTRAPORT’s mission is to “support entrepreneurs in delivering their      value to the world by removing the burden of technology.” It aims to do this by allowing companies to get a complete visualization of the customer journey. Knowing that many small businesses struggle to gain a clear understanding of how their marketing efforts are paying off, ONTRAPORT is built to help them see how customers respond to messages — via SMS, email, postcards, and landing pages — through data. This information, in turn, can be used to build compelling campaigns within the platform.

     2. Delivra is a platform built on the knowledge that automated email open rates are 95 percent higher than regular email open rates. With that in mind, the company tries to maximize customer engagement by offering help with SMS and email drip campaigns; it also assists with direct mail and uses A/B testing and alerts when engagement or purchase “tendencies” have been spotted.

3.  Marketo is a marketing automation platform that includes account-based marketing, email, mobile, social, digital ads, web, and marketing analytics, allowing business owners to drive engagement through multiple channels from one platform. Its goal is to help small businesses build long-lasting relationships with customers and create end-to-end engagement. Its cloud-based infrastructure can handle hundreds of millions of activities each day, meaning it can scale with its customers.
Marketo  has developed customized solutions for healthcare, technology, financial services, manufacturing, media, and higher education, and its Engagement Hub gathers data so businesses can personalize their interactions as they analyze and adapt. That adaptation can happen in real time with Marketo’s instantaneous insights and rich customer profiles.
4.    HubSpot
HubSpot is all about inbound marketing, and it offers a free CRM that helps businesses organize and track customers — as HubSpot says, its CRM “automates the tasks salespeople hate.” The platform tracks interactions automatically, and it compiles data about deals on a single dashboard so the entire journey is visible. Beyond its CRM, the brand offers blogging, landing pages, email, lead management, analytics, web, social media, SEO, ads, and integration with Salesforce.
  
    5.   Autopilot’s founders built the company to create marketing automation software that’s as simple and straightforward as using a whiteboard; their method of doing this was through creating a self-service platform offering email, in-app messages, SMS, and postcards.

6.    Infusionsoft
Like ONTRAPORT, Infusionsoft is focused on small businesses. It aims to fuel these businesses’ growth by offering automated marketing technology alongside a community of industry leaders and consultants. That technology includes mobile, analytics, and a CRM, as well as e-commerce solutions with a variety of integrations.













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