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What Is Marketing Automation?
So, what is marketing automation? Can you sit back, kick your feet up, and watch as money comes pouring in? Does it do all your marketing for you? Unfortunately, no it doesn’t. Not exactly, anyway. But, it is the perfect way to shift your marketing efforts into overdrive.
Therefore, it’s critical you understand what is marketing automation—and what it isn’t.
New! Leverage Sales Triggers to Automate Your Marketing
The definition of marketing automation is simple. Marketing automation allows you to use software and technology to connect your marketing efforts across multiple channels. And, it automatically performs repetitive tasks, so you save time and effort. You know all those emails you want to send to thank new customers? It allows you to do that—once a person makes their first purchase, at any time of the day!
In other words, it combines the effectiveness of a high-touch outreach and the efficiency of a high-tech system. And, it can be used by businesses of any size in any industry. So, turn your team into a powerhouse with marketing automation.
Fortunately, the benefits of marketing automation are significant. First, you get data to help you understand your customers like never before. You can track how your customers are engaging with your content on social media, your website, and other channels, all in one place.
And, marketing automation can help you create user journeys for different customers. You can deliver content that better speaks to people you’re targeting to quickly deliver revenue. After all, segmentation allows you to specifically address individual pain points.
Finally, imagine knowing which person values what content. Marketing automation can inform your team about how potential customers are interacting with your blogs, emails, and other marketing efforts. Monitor all your key performance indicators (KPIs) in one convenient place, and know which leads are hot—and who’s not.
We're here to help. Below find our most common questions about marketing automation with honest answers designed to help you make the best decision for your organization. Still have questions, please click here to contact us and we will help answer all your marketing automation needs.
Yes! In fact, we do even more to help to understand the power and potential of marketing automation. Click the image below and you will be taken to a landing page to register to receive the marketing automation playbook. Not only does that take you through, step by step, what best in class marketing automation is, but you will be invited to take part in a fun magic trick - all powered by marketing automation. No tricks, no sales pitches, just a fun way to experience the power and potential of automation.
Click the image below to get the guide and experience the magic of automation.
To answer this question, it’s important first to define what is meant by marketing automation. Most marketers and email companies define it as simply triggering emails based on time delays or actions based email opens / clicks. However, an email click along is not likely enough information to effectively run a personalized lead nurturing strategy via marketing automation. This will result in a relatively low ROI.
The key to successful marketing automation is to collect data that provides the context as to who the leads are and what the are interested in. This will allow you to customize the ads, web pages, and emails they are exposed to - dramatically increasing conversions.
Successful marketing automation is powered by a strategy that is focused on the lead. Inbound automation leverages all the information we collected about the lead (location, interest, ad selected, social media engagements, email opens, lead forms completed etc) to help the marketing automation logic to deliver the information they need, when they need it, where they need it most. Imagine being at the supermarket where everything you need was already bagged for you at the checkout aisle. That is the goal for “Good” marketing automation.
The best practice is far more than email, utilizing all channels to drive performance among the leads within your database.
If you are creating leads through your website, you should consider implementing a marketing automation strategy. Whether your website is generating 10 or 10,000 leads per month, marketing automation is designed specifically to help increase your sales performance, while making both your marketing and sales team more efficient. Ask yourself the following if you are considering automation:
If you answered yes to any of these questions, marketing automation will likely help grow your business. Implemented properly, it is guaranteed to not only scale your marketing and sales but increase your conversion rate.
As you consider your options, there are a few things to consider. First of all, how do you define marketing automation? If it is just email, and not the integrated tracking and other elements we mentioned earlier, than a simple email vendor may suffice. If you view marketing automation as more than just email, a number of software vendors including HubSpot, Marketo, SharpSpring, Pardot or Infusionsoft might be what you are looking for.
They all have a myriad of options and pricing is often determined by how many contacts you have. Many have free trials and due diligence is important before signing any long term agreement.
To get started, click here to use our marketing automation pricing tool and start a free trial with a few options today!
This is one of the most common questions business owners and marketers have when thinking about marketing automation. Most vendors charge on-boarding and/or setup fees along with the recommendation of hiring a consultant to help get you started. With anything, especially when dealing with vendors, the devil is in the details.
On-Boarding / Setup Fees
These are open non-negotiable, but do not mistake them for help in getting started. They are simply a way to keep the published price of the monthly fee lower to bait you in, while doing nothing more than taking you through a much too long process of learning the functionality of the software. Keep in mind that during this process, you are also paying the monthly fee- so over the period of 3 months after you signed your agreement, you are paying to learn.
It is important to at least search for a marketing automation solution that does not charge this fee. You can view all your options via our marketing automation vendor pricing tool.
Marketing Automation Consultants
There is a cottage industry that lives alongside the marketing automation software industry, and that is the dreaded marketing automation consultant. These consultants work hand in hand with the marketing automation software companies charging upwards of $10,000 or more per month to get you started with the software you selected. In many cases, your vendor will limit access to help and support to force you to work with their consultant pool.
For businesses large and small, we highly recommend you evaluate what you can do with your internal resources and hire consultants for specific work, ie: My first sales funnel, CRM API integrations etc and empower you / team member to strategize the build the automation. It will save you money and you will have a better control of your business.
When considering consultants and the cost of software for marketing automation, always consider the return. If the consultant and software cost $100,000 per year, as yourself, how many MORE sales will I need to at least break even? If that formula isn't in line with reality, move on.
Quite simply, Marketing Automation fails because marketers haven’t created the foundation for a steady flow of leads. Marketers will primarily create funnels to try to drive more sales out of their current customer base or existing database, which is a short term strategy. It’s incredibly important when engaging in marketing automation that you spend your time trying to create a relationship with the 99.99% of the market you don’t have, and then figure out what it takes via automation to convert them into sales.
Ask yourself - do you have all the leads you need in your database today to meet your revenue goals? Are you generating enough lead volume per day to support automation? Are you getting your fair share of the marketplace?
Even if your database is filled with quality leads, how productive will your marketing automation be after you converted the low hanging fruit into customers while your database is decaying upwards of 22.5% per year
All of this may encourage you to buy a list of contacts to engage via marketing automation, but that will only produce a very low ROI, will hurt your IP address reputation lowering email delivery rates and your marketing automation will continue to fail.
The goal is the start from the top and work your way down. Visualize a new prospect finding your landing page from an ad, and then use marketing automation to nurture them through your sales cycle until you close the sale. From there, marketing automation software will show you all the levels of engagement, the drop off and the actual ROI from the lead to the close. Once you optimize the automation and have developed a profitable ROI, you can scale up and actually meet your revenue targets through a successful marketing automation campaign.
Simply put, dynamic content refers to elements of a website or email that change depending on a user’s information or past behavior.
For instance, the hero image of a marketing email could change to display an image of a beautiful travel destination for a user who’s looking to book a vacation. An offer on a web page might change for a first-time visitor versus a visitor with a high lead score who is likely ready to buy. Another example would be a clothing retailer showing a banner ad for a pair of jeans similar to the pair that you bought from the site last week.
Ultimately, dynamic content creates a personalized experience for every individual user. So instead of everyone who lands on your site or receives your email seeing the same thing, leads may see something different depending on how they have interacted with your company before.
Let’s start the blog by being absolutely clear: your homepage is not a landing page. For that matter, neither is your product page, your pricing page, your contact page, nor even your about page. When we talk about landing pages from a marketing perspective, we are referring only to specific pages that have been expressly designed to achieve a particular goal.
Typically, the goal will be to obtain the user’s email address and other personal information. But it could also be to download a PDF, register for a webinar or make a purchase. Whatever the goal is, the landing page should be solely focused on that goal.
As Tim Ash, CEO of Site Tuner and author of Landing Page Optimization, says: “You have to have a singular focus and discipline and be very clear about what the desired conversion action is on your landing page.”
We surveyed marketing professionals from small and medium sized businesses to see how, and if, they're combining and email and content marketing strategies to optimize results.
Click below to view the results.
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