The Most Demanded Features of a Marketing Automation Software
In today’s digital world, having a successful business is practically dependent on having a good marketing strategy. It is important to build a relationship between your brand and your customer so that they will trust you, and buy from you. However, this is more difficult than it appears, especially as your company grows and scales. Hiring more staff at this point would not be the right decision.
At this point, marketing automation software can save time and resources by automating many marketing processes. It can help you get more people to use your product faster. It is one of the most effective technologies you can add to your marketing stack. Sadly, most firms do not realize the value of their marketing automation platform because they do not make the effort to discover and utilize all of the software’s functions. When done correctly, that costly marketing automation software becomes one of the best investments you’ve ever made.
Now, look at the most demanded features of a marketing automation software that makes the marketing processes a hassle-free system.
Email marketing and its automation: Any email marketing automation platform can send email blasts to all your contacts, but marketing automation software allows you to send relevant messages to a focused audience on time. In short, the right people get the right message at the right time.
Multi-channel communication: Automation software can help send multi-channel communications to customers/prospects (email, SMS, push notifications, postcards, and so on) that make each touch personal. As a result, the lead nurturing process is enhanced.
Message personalization: A customer is more pleased with a message that is customized to his/her choices. Marketing automation allows for effective message personalization, making it simple to tailor communications to each particular client or prospect.
Campaign management: Marketing campaigns are the heart of marketing automation. It can manage a variety of campaign types across various channels. The idea is to convey the relevant information to your customers/prospects at the right time via the right channel to get them interested in your product or service. Campaign management requires campaign planning, preparation execution, tracking, and analysis.
Lead management: Lead management is a fundamental function of any marketing automation software. Depending on the purchase history, the leads can be categorized as hot/warm/cold and convert the leads to potential buyers. It should enable marketing and sales teams to collaborate to generate more leads, nurture leads completely, and increase the lead-to-customer ratio.
Social media marketing: There is no digital life without social media interaction. It is one of the powerful ways to engage current and potential customers and the general public. It incorporates the use of social media platforms to promote a product or service. Listening to your target audience and interacting with them directly on their social media platform becomes easier. It allows you to post messages on various social media channels and can track and analyze customer’s social presence and activities.
Analytics and reporting: Analytics reveals the level of engagement of customer segments, allowing you to identify which campaigns are doing better or when a lead becomes a “customer”. It helps to gain actionable insights from the user-level data to optimize your business performance. All in a single place. It helps to build charts and dashboards without the need to code.
Scope of scalability of business: Better sales always make better revenue generation, this, in turn, leads to the scalability of a business. When a company expands beyond the tools it uses, it might become a bottleneck. So the automation software could handle the increased volume of data without any issues.
CRM integration: Marketing automation features that integrate seamlessly with customer relationship management platforms (CRM) are a winning combo. With basic integration features, it’s simple to seamlessly sync custom objects and fields between the two.
API Integration: An Application Programming Interface(API) is handshaking mechanism that allows two different applications to talk to each other. With the help of a developer API integration would be easier and it tells other systems how to call into the Marketing Automation platform to get data and perform the action and vice versa.
Landing pages and forms: Landing pages and forms are an important part of any successful marketing activities. Without any coding skills, you will be able to create and configure professional landing pages and forms using a marketing automation platform and it tracks their success as well.
Apart from the above, many other features make the software suitable for business.
Now let’s look at some popular marketing automation software that are widely used:
Adobe Campaign, an enterprise-level marketing automation software from Adobe, capable of handling all the marketing requirements of a B2C having a very large customer base. It enables marketing teams to optimize the key areas of activity, namely email management, cross-channel campaign management, and audience segmentation and targeting.
Marketo, a marketing automation software owned by Adobe and built to help the needs of midsize and enterprise businesses. Marketo can create an automated batch and trigger email campaigns with personalization capabilities. It has an AI-fueled content recommendations capability which helps leads nurturing.
Eloqua, Oracle Eloqua is an enterprise-level marketing automation platform focused on serving the needs of B2B businesses. Marketers can create targeted campaigns through multiple channels, such as email, social, mobile, web, and search. The built-in analytical tools help to track and analyze the results of the campaigns.
Pardot, a marketing automation software from Salesforce, for B2B businesses of any size. It includes several core marketing automation features that enable marketing and sales teams to streamline lead generation and management, email marketing, and analytics. It is best suited for industries like healthcare, life sciences, and financial services.
Hubspot, an excellent all-in-one platform that combines marketing, sales, customer service, and CRM. It initially catered to small and medium businesses, and now to include larger companies caters to automobile manufacturing, hospitality, and education.
Overall the marketing department can use its resources and time wisely and can make better business decisions by implementing the best suitable marketing automation software. There is no easy answer to the question, which marketing automation tool should use. There are numerous excellent platforms available today, each with its own set of advantages and disadvantages. The one you choose will be determined by a number of things that you must consider before making a decision. You can take advice from a seasoned vendor in this field. Some of them in my opinion that we can rely on QBurst, BrightAspects, and Netbiis.