Marketing Automation tools are essential for marketing teams to obtain results more quickly and assertively in their strategies. Come and discover the 5 best gifts on the market!
What is Marketing Automation Tools?
Marketing automation tools make use of technology to automate actions and processes. Therefore, it represents the entire set of automated interactions between the brand and the consumer.
The goal is to increase efficiency and scalability, while maintaining a personalized relationship with prospects and customers.
What are the main features of a Marketing Automation Tools
Investing in marketing automation allows you to increase sales and revenue, while reducing the cost of acquiring customers and improving your relationship with them. The main features when we mention marketing automation are:
Lead nurturing
It is normal to come across customers who are not at the time of purchasing. Either because the budget has tightened, or because there are other priorities at the moment.
Either way, you are still a potential customer who could make a purchase. Therefore, the relationship is the most valuable asset in this situation. With the help of automation, it is possible to maintain a personalized relationship with potential customers, requiring little effort.
In this case, a customer journey can be created, sending periodic emails to the contact, to keep them informed about your brand.
Efficiency in the funnel
Every purchase goes through a process. There is no point in offering places on a course to those who have not yet decided what they want to work on.
Marketing automation allows the purchasing stage and interests of each potential customer to be identified. This way, it is possible to send content that suits the contact’s profile, to guide them through the sales process in a personalized way.
Personalized communication
Using segmentation in marketing automation tools, it is possible to create a list of potential customers based on criteria, such as: current company, city, position, etc. Or even, segmentation lists based on interactions, such as: submitted a form, opened an email or signed up for the newsletter.
Through segmentation, the company can create personalized communication, instead of generic communication, which will certainly be much more assertive!
Less recurring work
With the help of automation, much of the work that the marketing team would have to do individually, lead by lead, to generate sales is automated.
More productivity for sellers
Since most interactions with potential customers are automated, salespeople are able to focus more on results, for example, on leads that are already warm enough to generate a sale. Therefore, bringing more results to the company!
Accurate reporting
Marketing automation tools allow automated reports to be generated, so that it is possible to analyze the strengths and weaknesses of the strategy adopted by the company.
Prospect scoring
Automation software makes it possible to configure lead scoring for the team, which will automatically notify the sales team when a lead is warm enough to become a business opportunity.
Who use Marketing Automation Tools?
Marketing professionals use the tool to automate tasks, as they can contribute to an increase in sales productivity, and a reduction in overall marketing expenses.
How much Marketing Automation Tools cost?
Regarding values, each company has a different way of charging. The vast majority work with plans, so everything varies according to the plan chosen, which will impact the available features, the number of users who will use the tool, and the number of contacts that will be used within the application.
But among the best-known tools, plans vary between R$20.00 and R$10,000.00 per month.
The 5 most famous Marketing Automation Tools
The most popular tools on the market are:
1.Dynamics 365 Marketing:
Dynamics 365 Marketing is one of the most complete tools on the market. Microsoft bet on low-code (little coding). Therefore, within the application, you can create email templates, forms, events and landing pages in a completely intuitive way, without needing a programmer.
The highlight of the tool is the intelligent insights available, the customer journey (outbound), and the customer journey in real time. Through it, you automate all interactions that the company will have with the contact, from: emails, SMS, and even push notification on the cell phone.
The negative point of the tool for some users is that you have so much freedom of customization that it ends up becoming complex.
2.RD Station:
Among the positive points of the tool is the possibility of SEO analysis, potential customer management and conducting nurturing flows via email (with support for potential customer tracking and potential customer scoring.
The negative point of RD Station is linked to its price, and its basic package, which offers few tools for implementing a good marketing strategy. Additionally, some tool plans require you to remain on the contract for at least 1 year.
3. Hubspot:
It is currently one of the largest Inbound Marketing companies. As positive points of the tool, we have completely customizable dashboards, potential customer scores and automation flows.
A highlight is the integration with WordPress, in the most intuitive way possible.
The negative points of Hubspot are its cost-benefit for organizations that do not have such a large potential customer base, since several of the application’s features depend on a strong lead base, therefore, for companies that do not have such a base, they end up losing these leads. resources.
4.Leadlovers:
This tool is very easy to hire (you can make a monthly plan and test it before investing financially in the application). It also features prospect engagement, results analysis, and prospect scoring.
The downside of Leadlovers is that the email editor is simple and does not support complete customization.
5.Salesforce:
The highlight of the tool is the integration with CRM, responsible for managing customer relationships. The application also allows you to track prospects, create lead scores and ratings, forms, and landing pages.
The negative points of Sales Force are its high cost compared to other tools, and the need for some extra applications for it to reach its full power. For example, Salesforce relies heavily on AppExchange vendors, which is the company that provides lead management.
In addition to these, there are many others. Here is an analysis of your company’s current needs, so you will be able to assertively choose the tool that best meets your business needs.
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