Summary
Marketing automation reduces repetitive tasks associated with the marketing process. There are two tasks, among many, for which the software resolves: customer segmentation and campaign management. Marketers use such factors as sex, age, and education to divide and classify customers. Performing this task is called customer segmentation. This makes it easy for marketers to create a target population and measure the efficiency of allocated resources. On the other hand, marketers also use the software to inform potential customers of business products and services. By employing an email management campaign, marketers send pre-formatted messages about products to a list of email contacts. Marketing Automation Software has become the best solution for developing email marketing and sales campaigns and driving revenue.
Benefits to Marketers
Marketing Automation Software may be used in any one of the following ways:
Marketers use marketing automation to create new ways of appealing to customers by tracking and monitoring the progress of the marketing campaign. The software displays information statistically and graphically. It monitors the first time customers view a product and when those same customers convert and purchase the product. This data provides marketers with information on which marketing campaigns are the most effective.
Marketers use marketing automation to create profiles and analyze customer-specific data. For example, with CRM web-based software, marketers analyze customer retention statistics, track potential clients, develop a transactions history, and monitor web performance and customer behavior. This type of software makes it easier for companies and marketers to reach a wider audience.
Marketers use marketing automation software to measure the open rate. This allows them to track when customers open and/or delete an email promotion. Marketers can also personalize email marketing campaigns with the software. They can place their names and company logos in the body of the message. Doing this typically increases the conversion rate.
Popular Marketing Automation Vendors
Below we look at five popular marketing automation software vendors:
Eloqua provides companies with the advantage of driving revenue, developing a stronger brand, building more creative marketing campaigns, and delivering content that compels customers to purchase products by automating the marketing process. They are well-versed in campaign development and nurturing leads.
Marketo provides companies with opportunities to accelerate their revenue. By employing the software, Marketo transforms the process of marketing and sales and helps companies manage their revenue cycles. They typically appeal to B2B companies in industries such as technology, health care, and financial services management.
Pardot provides solutions for interactive marketing. It provides customers with software to help them maximize their return on investment (ROI). One of its products includes a mobile application.
Genius delivers marketing solutions for both sales and marketing campaigns. They provide marketing through email channels. They also track website activities, nurture leads, and manage both sales and revenue cycles.
Silverpop provides digital marketing solutions to help experienced marketers convert prospects. They create, automate, and deliver promotions messaging in multi-channel formats. They also create marketing campaigns and reach customers via email.
Marketing Automation Software Cost Analysis
Most software companies provide marketing packages to potential clients. The price for each type of package and the long-term benefits are determined by the number of users that each client will employ to meet marketing and sales objectives.
For example, Eloqua prices their packages at rates between $1,200 for three users and $6,400 for 250 users. They provide unlimited emails, customer service management, website tracking mechanisms, social networking linking, and CRM integration.
Marketo offers software for a price range between $1,200 per month for small business users (SMB); $2,000 per month for professional users; and $3,600 per month for large enterprises. For small business owners, the software provides customer segmentation management; this edition accommodates three users. For professional owners, the software provides an alert system for sales goals, social networking integration and an IP address. This edition accommodates between 10 and 50 users. For large enterprises, the software allows customers track customer behavior on the web.
Pardot offers service plans for a monthly rate of $500 for Group; $1,000 for Professional; $1,500 for Enterprise; and $3,000 for Ultimate. Users receive such benefits as web analytics, automated scoring, auto responder emails, and customer relationship management integration.
Genius offers potential customers a software trial version and an online price quote system.
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