Today we take digital marketing automation tools for granted …
When I started my online journey, you needed a single tool to shorten a link for Twitter. This function is now integrated in every planning tool on the market.
Social media and digital marketing were easy back then. It was Twitter and Facebook, and digital marketing was about banner advertising, Google AdWords, and email marketing.
But it quickly became complex with lots of moving parts.
Only the Twitter stream of tweets with @mentions, retweets and #hashtags required social media management tools. Distilling the noise and managing engagement required more than just viewing the native Twitter feed.
A raw social media automation software was created with which you could expand your followers, tweet content and other everyday tasks. They weren’t pretty, but they worked most of the time.
But back then even the simple automation of social media was frowned upon because it wasn’t really social.
The first wave of digital marketing automation
On social web tools like TweetDeck and Hootsuite were created by entrepreneurs to deal with the complexity and the noise.
They provided the dashboards for managing Twitter and Facebook.
It was one thing, but other networks were started. It got complicated … Interest, Instagram and Google+ were the next wave. Vine and others followed and now we have meerkats and periscopes. And we only talk about English language social networks.
During this first wave, the mobile phone connected to the Internet made itself felt. Today, 2.7 billion of them are on the Internet and grow by 39% annually. However, the full effect of this can only be felt in the second wave.
Image source: Wearesocial.com
Every active marketer was enthusiastic about the introduction and the possibility of every new platform.
As marketers discovered the power of social media to reach the world in real time, the need for more sophisticated tools became apparent.
The second wave
When social media was seen as the next gold rush, the older generation of email marketing and lead generation software providers hurried to join the party. This was the rapid development of platforms like Marketo, Eloqua and Pardot among many.
Here is a timeline from Marketing Automation Insider this indicates that the journey with Unica has started. As a result, the industry has now made $ 1.65 billion and acquisitions of Salesforce, IBM, Adobe, Microsoft and other companies of $ 5.5 billion.
The smartphone and mobile phone market reached critical mass and accelerated digital noise and acceptance.
Established enterprise software providers at the big end of the city, including IBM, Oracle, Salesforce, Adobe and Teradata, started to build their own platforms. To accelerate their development, they acquired technology startups that added functionality and market share. Salesforce bought Exact Target, IBM bought SilverPop, and Oracle bought Eloqua.
Today, automation of digital marketing has become big business. It’s about large-scale marketing with multiple partners, many social networks, and managing content and permissions.
Marketing is not just an art today, it’s a science. To do this well, you need the tools to manage, measure, and optimize your efforts.
What is digital marketing automation?
The automation of digital marketing has its roots in email marketing.
How do we define it?
With this software, you can automate repetitive tasks, reduce human error, manage complexity, and measure and optimize your efforts.
How complex is it and what skills do you need?
Image source: Intellgenthq.com
We can also add SEO and digital advertising to the mix above.
Tipping: I’m using an all-in-one digital marketing toolkit called SEMrush.
Each of these disciplines, from analytics to social media, is complex in itself. One of the strengths that will become more important is “analytics”. The ability to sift through big data and make insightful decisions to optimize your marketing efforts.
The skills gap shows that “Analytics” is the biggest talent gap.
Image source: Intellgenthq.com
Which platform do you choose?
There is no easy answer. It depends on whether you are a small, medium or large brand.
Some platforms are better for email, others for social media, and then for analytics. Then there is the user interface and usability. This is important if you use complex software.
A rating page that provides valuable insights is G2 amount. They rate products and providers based on ratings and ratings from the user community and data that has been aggregated from online sources and social networks. They apply a unique, patent-pending algorithm to this data to calculate customer satisfaction and market presence in real time.
The evaluation variables
The satisfaction rating is influenced by the following:
- Probability that customers recommend the product (we use this question to calculate the star rating)
- Satisfaction ratings collected from questions in the rating
- User reviews of features specific to a particular category of software
- The number of reviews received by G2 Crowd; Buyers trust a product with more ratings, and more ratings mean a more representative and accurate representation of the customer experience.
- How recently was the review submitted? Reviews that have been written or updated more recently are given greater weight in order to better understand the rapidly evolving nature of software.
Below is the G2 Crowd Grid, which shows where the various platforms are based on their rating.
Here are the 11 best tools for automating digital marketing on the market.
1. Aritic PinPoint
Aritic PinPoint, a fully integrated, authorization-based marketing automation platform, is more popular because of its advanced automation and customer loyalty features. It enables companies to maintain anonymous and identified visitors based on their browsing activity. Then, features such as ad targeting and behavior tracking help fill the sales marketing pipeline. Dynamic segmentation, multichannel marketing, advanced filters and tags, progressive profile creation, SEO and analysis as well as a large list of integrations have helped Aritic PinPoint to gain a strong digital footing despite strong competition.
B2B marketers implement Aritic PinPoint primarily for lead qualification and maintenance, for predictive lead evaluation and to enable sales with bidirectional native CRM and CMS integrations.
At the same time, B2C marketers benefit from maximum advantages through omnichannel and multichannel lead management campaigns, personalized individual communication and seamless integration into all important data management platforms.
It was founded in 2013 and has successfully worked with corporate customers around the world.
Omniscient is a powerful digital marketing automation tool that engages your audience and understands their buying intent at various points in the customer journey.
With this tool, you can integrate numerous channels into the same automation workflow, segment your target group based on behavior and data analyzes and trigger campaigns according to the actions of a user.
With robust integrations in all major e-commerce platforms and over 4,000 positive customer reviews, Omnisend is a must for your shortlist as an online company.
Sendinblue is an all-in-one marketing tool that enables users to automate their marketing and sales processes in no time.
Sendiblue is one of the cheapest email marketing solutions on the market and offers the highest value for every dollar spent. Sendinblue’s free plan Allows users to save unlimited contacts, tag with any number of events, attributes and tags, and set marketing automation workflows for up to 2,000 contacts.
For just $ 66, users can set unlimited automation workflows, upload their contacts, and send 120,000 emails a month. In addition, there is an SMS service, real-time reports, chat, CRM, form builder, landing page builder and a free WordPress plugin for automating SMS and emails from your WordPress website. What else is there to say?
HubSpot is an inbound marketing software company that helps companies switch their marketing from outbound (cold calls, email spam, trade shows, television advertising, etc.) lead generation to inbound lead generation, so that they naturally move from more potential customers can be “found” by the way they shop and learn.
I discovered Hubspot 7 years ago in 2008 (it was a big part of my inspiration to start this blog in 2009) and they were one of the pioneers in automated digital marketing. It was founded in 2006 by Brian Halligan and Dharmesh Shah at the Massachusetts Institute of Technology (MIT) and launched in December 2007.
You “get” content marketing.
Pardot, a salesforce.com company, is an easy-to-use B2B marketing automation suite that enables sales and marketing teams to maximize efficiency and increase sales.
Pardot’s lead management software offers CRM integration, email marketing, lead maintenance, lead scoring and ROI reporting so that marketing and sales teams can work together to generate and qualify leads, shorten sales cycles and demonstrate the responsibility of marketing.
It was founded in 2007 by David Cummings and Adam Blitzer. It was acquired by Exact Target for $ 95 million in 2012 and purchased by Salesforce in 2013.
Powerful and simple marketing software that marketing and sales professionals can use to increase their sales and improve their marketing responsibility. Marketo provides the leading cloud-based marketing software platform for businesses of all sizes to build and maintain customer relationships. They offer a free trial and no setup fees!
Founded in 2006 and launched the first product “Lead Management”. The company acquired the Crowd Factory in 2012, which added social media marketing functions, and went public in 2013. This was the case shortly after the start worth $ 724 million.
7. Oracle Eloqua
The B2B cross-channel marketing solution from Oracle Oracle Eloquaenables marketers to plan and execute automated marketing campaigns while providing a personalized customer experience for their potential customers.
They started in 1999 and their mission was to improve lead generation. It was acquired by Oracle in 2012 for $ 871 million.
Act-ons The cloud-based integrated marketing automation platform enables marketers to link inbound, outbound, and leading care programs to maximize their return on marketing investments.
The company was founded in 2008 and initially sold its software exclusively through Cisco, which provided $ 2 million. It has raised another $ 74 million and its platform is rated best for small and medium businesses.
Infusionsoft is a leading sales and marketing software for small business owners that helps them organize, increase sales and save time. It is also used by many bloggers to create marketing campaigns and funnels, as well as email marketing.
Infusionsoft makes it easy to create and execute a sales and marketing strategy. Centralize customer interactions; capture new leads; Complete sales faster; and automate repetitive tasks like tracking, contact management, billing and payment all from one place.
Infusionsoft was founded in 2001 by the brothers Scott and Eric Martineau Clate mask in Mesa, Arizona. The company has 25,000 customers and raised $ 125 million in funding.
10. Sales Fusion
Sales fusion is a leading provider of marketing automation software for B2B companies who want to achieve more sales by coordinating marketing and sales.
According to SiriusDecisions, a leading sales and marketing analyst company, 70% of the buying cycle can be controlled and completed before the sale itself.
Salesfusion helps companies build a large sales and marketing funnel by creating bespoke digital conversations that seamlessly switch between departments. Marketing and sales teams take part in these digital conversations and measure them to get more results by communicating with the right message and the right leads at the right time.
SendPulse is a automated marketing platform with different channels (SMS, Push, E-Mail), with which you can reach your customers at any time on all devices and which can be efficiently combined to achieve the best results.
You can configure all types of notifications to be sent based on customer actions (so-called triggered emails). As an added bonus, the service offers free unlimited browser notifications, high quality 24/7 support and a huge free plan.
Eugene Medvednikov and Konstantin Makarov founded SendPulse in 2015, but have more than 10 years of marketing experience.
For this reason, they know exactly how to help their users get better responses to emails and ultimately improve sales rates. SendPulse raised a total of $ 130,000 in funding in its single round.
So what are you using?
Are you already on the path to marketing automation? Not started yet?
Look forward to your story in the comments below.
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