Marketing automation is increasing in market growth and adoption. According to eMailMonday on average 49 percent of companies are currently using marketing automation and more than half of business to business (B2B) companies adopting the technology.
It is estimated by Raab Associates that in 2015 the B2B marketing automation revenue totaled $1.8 billion. Naturally, marketing automation will allow you to increase your prospects and return on investment (ROI). In short, the benefits from opting for an effective platform will enhance the following areas:
• Increase marketing efficiency
• Enhanced the ability to generate better qualified leads
• A multichannel view of prospect behavior
• Greater integration of sales and marketing goals
• Improve lead generation and conversion
Below is a list of the most highly recommended marketing automation providers and review of the key features for each of the platforms. In addition, brief analysis of why you should adopt the platforms for great business growth for the long haul.
1. GetResponse
The veteran email marketing company recently launched an all-in-one tool and a marketing automation platform shifting its focus towards in a complete solution for small businesses. In other words, they are bringing this new marketing automation enhancement to the masses including the enterprise market.
Key Features:
• Responsive Email Design
• Real-time Reports
• Email drag-and-drop editor
• Autoresponders 2.0
• Support Via Phone, Live Chat, Email, and Online Help.
• Video Email Marketing
• Email and Landing Page A/B Testing
Benefits: With the GetResponse solution you can make all of your newsletters look great on all devices whether it is computers, smartphones or tablets. The new responsive email design works does wonders behind the scenes to get 42 percent more results and sales thanks to its simplicity, affordability, and usability.
2. HubSpot
The HubSpot product offer is characterized as an all-in-one marketing platform offering a variety of features and capabilities. The company offers three pricing tiers with an onboarding fee and pricing is typically out of the reach for small businesses, but suitable for the enterprise sector.
Key Features:
• Led Management
• Marketing Automation
• Multiple 3rd Party Integrations
• Workflows
• Email Campaign Management
• Marketing & Channel Analytics
• Primarily Email and Phone Support
Benefits: The HubSpot product solution is less of a hassle and you can manage the entire marketing operation within one place. Powerful tools and features to maximize marketing automation and quality support through traditional channels.
3. Marketo
Marketo marketing automation helps streamline processes and offers comprehensive services along with expert guidance. They can facilitate small companies and turn them into a global enterprise.
Key Features:
• Email Marketing
• Marketing Automation
• Inbound Marketing
• A/B Testing
• Event Marketing
• Sales Insights
• Unlimited Users
Benefits: The Marketo marketing automation solutions helps generate high-quality sales leads and win more business with less manual effort capitalizing on greater return on investment (ROI) from their platform.
4. InfusionSoft
Like GetResponse InfusionSoft solution was developed for small businesses. However, like Marketo it is an advanced tool for an enterprise market and not as affordable. A key aspect of InfusionSoft is their ability to relive the stress and effort involved in defining work flow processes and its cloud-based platform includes features for campaign marketing automation.
Key Features:
• Marketing Automation
• E-Commerce
• Drag and Drop Craft and Publish Landing Pages
• Built-in Metadata and Keyword fields
• Email Marketing & Automated Campaigns
• Marketing Reports
• Multimedia Marketing Management
Benefits: The inherent benefits of the InfusionSoft software is the multitude of features built-in to the customer relationship management (CRM) suite, marketing, E-commerce, automation, and payment applications. On the other hand, too many features can be a both a good or a bad thing for a small business to learn.
5. MailChimp
The MailChimp product solution allows users complete transparency of campaigns, email tracking, view success, generate custom reports, manage subscribers and un-subscribers, etc. It is a viable solution, but expensive for users with larger databases.
Key Features:
• Build Mail Lists
• Design Your Own Templates
• A/B Split Campaigns
• Automation Workflows
• Real-time Reports
• Complete Email Analytics
• Full Featured API
Benefits: MailChimp allows users to not just customize signup forms to match your brand, but that you can share it on your website and integrate into your social media pages. You can also take advantage of the email segmentation by targeting peoples based on available list data like geolocation.
6. Constant Contact
The Constant Contact is an email marketing tool that makes it easy to create professional email campaigns with no technical skills required whatsoever. You can receive free person support via phone, email, chat, or in person. And affordable for small businesses.
Key Features:
• Over 400 Templates and Once-click Editing
• Facebook, Twitter Links: Promote Your Campaign
• Mobile Responsive Templates
• Apps & Integrations
• Social Stats
• Understandable and Actionable Reports
• Free Personal Coaching & Support
Benefits: With the Constant Contact offering you will be able to design professional-looking emails in minutes and take advantage of the customizable templates through the simple drag-and-drop editing tool. They also offer more than 200 plus partner integrations.
7. iContact
Considered as an easy-to-use application with lots of features businesses typically need in order to grow their customer base. You can utilize a predefined template or build a unique message using HTML offering to attractive options when creating a message for your targeted customer.
Key Features:
• Email Campaign Management
• Email Newsletters
• Schedule Delivery
• Online Surveys
• SpamCheck Assistance
• Social Media Scheduling
• List Management
Benefits: The iContact’s message builder provides over hundreds of mobile-friendly email templates with customization options with text, using drag-and-drop, ideas, brand colors with absolutely no coding required.
Takeaways and Conclusions
When you consider all of these great providers one that gets claims the top spot is GetResponse. It is easy-to-use, pricing is more affordable than most competitors and crucial for SMBs. Furthermore, an all-in-one that brings every single aspect of marketing automation into a manageable tool.
MailChimp is a notorious provider and a solution, which lacks visual workflows. Constant Contact is competing in this space, but facing stiff competition. iContact has a difficult to comprehend interface with not enough automation features.
HubSpot and Marketo are great advanced tools ideal for an enterprise market, but expensive for SMBs.
The outcome of the list based on the perceived value, simplicity, features, benefits, pricing customer reviews, and adoption in the marketplace.
