Attract more prospects and create more opportunities with less effort. Use our CRM for marketing and understand your customers like never before through more relevant, timely outreach and more actionable insights. Create campaigns that stand out from the pack, without breaking the bank. Optimize future marketing efforts by clearly capturing and understanding the return on your marketing spend.
The best way to overcome the limitation of time is by automating some of your processes — and marketing is one area ripe for automation. The key for small businesses is finding a tool that can automate many components of marketing at once, and these seven platforms take different approaches to automating marketing processes to make entrepreneurs’ lives easier.

What you’ll learn is that abuse reports are the norm rather than the exception—it’s normal to have 1 for every few thousand emails that you send. Some consumers are sensitive to email marketing (due to years and years of abuse), and others aren’t always familiar with the opt-out process. It’s a genuine mistake — people sometimes confuse “abuse reports” with opt-out forms.


There are plenty of businesses that rely on close personal relationships, where that have a hand-picked set of leads that their sales team works to turn into deals. They need to track what's said, note personal details about the contact, and make sure they know when they need to follow up. That's where the dozens of great traditional CRM apps come in, as we looked at in chapter 2. They're tools that can help your business track all of the info about your customers, your conversations with them, and convert them from leads into deals.
In addition to an organic integration with Salesforce, Pardot offers one of the cleanest user interfaces (UIs) and one of the largest variety of prebuilt templates on the market. But its best features are designed to improve your workflows once they've been created. For example, you can pretest the process of an automated program to see how it reacts. This is essentially a fire drill automation campaign to ensure your complex branching doesn't lead to a dead end or a duplicate email. Pardot also lets you schedule social media campaigns and post in real time to Facebook, LinkedIn, and Twitter simultaneously. If you really want to manage your marketing program from within one solution, then Pardot also offers a search marketing tool that plugs into Bing, Google, and Yahoo. You can check search engine rankings, monthly volumes, and ranking difficulties as well as run competitor analysis and monitor your paid search campaigns. No other tool we reviewed offers search marketing functionality.

As every small business owner knows, wearing a lot of hats is how you keep your company in the black. The problem, of course, is that any business owner only has 24 hours in a day. Cramming business development, customer service, marketing, production, financials, and everything else on one to-do list is a recipe for disaster (and a complete lack of sleep).


CRM software is the main platform of your sales team and sales agents to improve their productivity and enhance customer interaction with the end goal of closing sales. It is designed to help your company manage its relationship as well as interactions with all customers and prospects. For this purpose, CRM software brings with it features and capabilities such as the following:
Also known as a Call to Action page, a landing page is any page on a website where traffic is sent specifically to prompt a certain action. Landing pages help increase conversion rates through targeted promotion. You can market multiple products to audiences using highly customized landing pages with specifically targeted content. Many marketing automation systems have excellent landing page builders. Make sure you select a landing page builder that is flexible and easy to use.
That doesn’t sound much like a CRM system, does it?  If the core of marketing automation is email blasting, the foundation of CRM is sales force automation (SFA). While both systems operate on leads, contacts and companies, they work in very different contexts.  The marketing automation user is almost entirely focused on leads.  In contrast, the SFA user sees leads as important only in the short term, as the successful sales rep will be working on deals (opportunities) and talking with contacts (leads that have been fully qualified and promoted or converted).  The SFA user is a very different animal than the typical marketing person, and too often there is actual animosity between the two teams. 																		

You can have the world’s savviest marketing plan in place and customers still don’t always click on something the first time they see it. Whether they encounter your ads on Facebook, Instagram, or another channel, they may not make a purchase until they've seen what you've got through multiple avenues. That's where Google remarketing ads come into play. Google remarketing ads help you reach people who have expressed interest in your products—wherever they go online—and bring them back to your store when they’re ready to buy. Using these best practices and Mailchimp's powerful reporting tools, you can run retargeting ads that pay off.
How complicated and how deep your campaigns run is determined by which vendor you choose. For example, HubSpot and Pardot both offer unlimited email and unlimited sequencing options. This means you can create a workflow with multiple branches for each stage of the sequence, and you can create an unlimited number of sequences (not that you would). Conversely, Zoho Campaigns is mostly designed for users who want to follow customary workflows that guide users on basic sequences. As a result, Zoho Campaigns doesn't offer unlimited sequencing or branching. This tool is perfectly suitable for marketers who just want to make an offer after a welcome email or for marketers who want to wish people a happy birthday once a year.
Finding Friday specializes in CRM for the Travel and Leisure Industry. The company strives to connect travel and leisure companies with potential travelers and tourists. Their primary need was to integrate marketing automation tools so their clients to whom the solution was sold could run successful marketing campaigns, nurture leads along the sales cycle, and reach out to more customers in less time with little effort. MailChimp, Act-On and Insteller integrations were done with SugarCRM. You can read the complete process in our Finding Friday Case Study.
David Taber is the author of the Prentice Hall book, "Salesforce.com Secrets of Success," now in its second edition, and is the CEO of SalesLogistix, a certified Salesforce.com consultancy focused on business process improvement through use of CRM systems. SalesLogistix clients are in North America, Europe, Israel and India. Taber has more than 25 years of experience in high tech, including 10 years at the VP level or above.
Personalization. Without personalized messaging, you’ll miss out on a significant number of conversions. Leverage marketing automation’s tracking capabilities to tailor your conversations with your contacts. Personalization works: 88% of U.S. marketers reported seeing measurable improvements due to personalization — with more than half reporting a lift greater than 10%.
Marketing Automation is a subset of customer relationship management (CRM) or customer experience management (CXM) that focuses on the definition, segmentation, scheduling and tracking of marketing campaigns. The use of marketing automation makes processes that would otherwise have been performed manually much more efficient and makes new processes possible. Marketing Automation can be defined as a process where technology is used to automate several repetitive tasks that are undertaken on a regular basis in a marketing campaign. A tool that allows an individual to design, execute and automate a time-bound marketing workflow can be called a Marketing Automation platform.[citation needed]
CRM software is the main platform of your sales team and sales agents to improve their productivity and enhance customer interaction with the end goal of closing sales. It is designed to help your company manage its relationship as well as interactions with all customers and prospects. For this purpose, CRM software brings with it features and capabilities such as the following:
HubSpot heavily relies on list building to help you manage your workflows. The tool lets you shrink (or grow) your lists in the same way you would narrow down products on Amazon or eBay, a feature which is incredibly straightforward and fast. When you add a URL to a contact record, HubSpot will automatically pull in demographic information, such as the contact's company location and number of employees. You can email a contact directly from the Contact Record, and you can make a Voice-over-IP (VoIP) call if you have turned on this paid feature of HubSpot Sales. This integration lets you log and save call information within each contact record so there is a transparent history of which marketers and sales professionals interacted with contacts. You can also schedule interactions with contacts. You won't find these features on the other platforms we reviewed.
Marketing automation is a software solution used primarily by marketing teams to measure and strengthen marketing’s impact on funnel activity and pipeline development. Marketing automation exists for the primary goal of automating marketing-focused actions and tasks. Many marketing departments are challenged with complex manual processes to execute campaigns and repetitive tasks such as email marketing, social media distribution, and other website actions that can hinder marketing’s performance as programs scale.
For e-commerce businesses, automations can increase sales exponentially. But with a variety of automation tools at your fingertips, it can be hard to know where to begin. We evaluated the data from 150,000 businesses that use Mailchimp and determined that although tools like abandoned cart, product follow-up, and category follow-up automations are the most effective for selling more stuff, there are others that work better for boosting customer loyalty or re-engaging customers. See what works for best for meeting a variety of customer needs.
Marketing automation is the process of using software to complete repetitive marketing tasks designed to nurture sales leads, personalize marketing messages and content and in the process, save marketers’ time and effort. By automating many of these tasks, users can more effectively send the right message, to the right user at the right time, according to Chris Davis, director of education at ActiveCampaign, which provides marketing automation software. “Marketing automation is all about understanding your audience so you can adapt the way you communicate to them based on their unique buying journey,” said Karra Hendrix, product marketing manager at Act-On, a provider of marketing automation software. 
When you create automated emails, you can keep customers engaged without the hassle of sending messages one by one. But how do you automate outreach without losing authenticity? It's easier than you might think. Mailchimp makes it a breeze to wish customers happy birthday or to say thank you for a purchase. By creating customized, targeted emails that send when triggered by a specific date, event, or activity, you can send thoughtful messages that match the look and feel of your brand and resonate with your customers. Check out these best practices for sending automated emails that really click.

The consequence is that marketers begin buying lists of email addresses to nurture instead of generating inbound leads. While it seems like a quick fix, it's not a long-term solution, nor does it create the fertile ground for a healthier, longer relationship with your future customers. In our plant analogy, it's sort of like using artificial chemicals or enhancers to make your plant grow faster. Sure, it seems like a good, quick fix--but it doesn't set you up for future, long-term success.  
Salesfusion is dedicated to helping companies build a large revenue funnel for marketing and sales by creating customized digital conversations that are seamlessly transitioned between departments. Marketing and sales teams participate in and measure these digital conversations to deliver more lead-to-revenue results by communicating with the right leads at the right time with the right message.
Bpm’online marketing automation software provides many useful features that can help you reach a higher level of effectiveness when reaching out to your target audience via various marketing channels, ultimately improving your entire performance and taking your business to a whole new level. Each and every one of the features of marketing automation software we provide is designed to help you reach your goals faster by helping you identify your customers’ needs and nurture prospects in order to turn them into opportunities, so take a look at what they are.
Iterable is the growth marketing platform that enables brands to create, execute and optimize campaigns to power world-class customer engagement across email, push, SMS, in-app and more with unparalleled data flexibility. An integrated, cross-channel solution—built for marketers, trusted by engineers, designed with intelligence. Lifecycle Marketing Made Simple Engage your customers at each touchpoint of their buying journey—from sign-up to check-out and beyond. Drive user activation, nurture, and reactivation with relevant cross-channel messaging. Warmer Welcomes Activate consumer attention and interest with stand-out content that makes an impactful first impression. Get new customers acquainted with your products and services with personalized welcome, trial and onboarding campaigns. Next-Gen Nurture Captivate customers to build rapport for the long term and strengthen their relationship with your brand. Stay top-of-mind with targeted sales, promotions, announcements and product updates across all the channels that matter most to your audience. Robust Re-Engagement Keep customers coming back for more by reactivating their interest to drive retention and loyalty. Deploy cart abandonment campaigns to complete more checkouts, then trigger post-purchase or renewal sequences when the time is right.

When you start your day at work, you likely open a half-dozen apps and websites and spend quite a bit of time just figuring out what needs done and finding the info to do it. Not anymore with Infusionsoft. It's watching your site, tracking info about your potential customers and what they've seen, and at the same time is keeping up with what you need to do. Then, in a nifty "My Day" view, it'll show you everything you need to be doing—including your tasks, communications with contacts, and calendar appointments—along with info about the customers related to your tasks right in the same overview.
Marketing automation brings value and ROI to your numerous marketing efforts. The right marketing automation platform, combined with smart organizational and process alignment, makes it possible to connect the dots between that promotional email you sent last month, that webinar you hosted last year, and the revenue your CEO sees this week or can expect to see next quarter.
We’re fond of saying that Net-Results is the 1st choice of people buying marketing automation for the 2nd time. This wasn’t devised in a marketing meeting, it's something we discovered talking to customers who love us. Marketers who've spent time using our competitors' software - those who've experienced what it's like to work with those vendors and their products - are consistently the ones who love us the most. Let's talk. You may love us too :)
As every small business owner knows, wearing a lot of hats is how you keep your company in the black. The problem, of course, is that any business owner only has 24 hours in a day. Cramming business development, customer service, marketing, production, financials, and everything else on one to-do list is a recipe for disaster (and a complete lack of sleep).

The consequence is that marketers begin buying lists of email addresses to nurture instead of generating inbound leads. While it seems like a quick fix, it's not a long-term solution, nor does it create the fertile ground for a healthier, longer relationship with your future customers. In our plant analogy, it's sort of like using artificial chemicals or enhancers to make your plant grow faster. Sure, it seems like a good, quick fix--but it doesn't set you up for future, long-term success.  
×