By offering marketing automation and related services, you’ll become an integrated and indispensable partner to your clients. This helps you move from unpredictable project work to retainer-based relationships, helping you grow your agency and boost your monthly recurring revenue. Marketing automation also provides you with comprehensive reporting and analytics, so you can prove the value of your services to your existing clients as well as prospective ones. Some marketing automation platforms are built specifically for marketing agencies, so there are some important things to look out for, including flexible agency pricing, a rebrandable interface and domain, and much more.

He is the owner of jeffbullas.com. Forbes calls him a top influencer of Chief Marketing Officers and the world's top social marketing talent. Entrepreneur lists him among 50 online marketing influencers to watch. Inc.com has him on the list of 20 digital marketing experts to follow on Twitter. Oanalytica named him #1 Global Content Marketing Influencer. BizHUMM ranks him as the world's #1 business blogger. Learn More

Marketing automation creates relevant content and messaging at scale across many channels. Send email messages with dynamic content that personalizes far beyond sticking a customer’s first name in the subject line. Integrate mobile messaging with your email and social campaigns through SMS/MMS, push notifications, and group messaging. Generate digital ads that appear for the right person at the right time. Plus, recommend the right products on your website for each individual user — automatically.
Google Analytics can show you what pages are being looked at in real time, along with detailed info about the browsers used, exit pages clicked, and how long people are on your site. You can even use it to see—to a certain degree, at least—which keywords and content styles perform best. HubSpot gives you that same info, along with the tools you need to create great landing pages, blog posts, and more, plus CRM tools that'll help you identify your customers and continue your marketing efforts.
Since it is available as a web-based packaged module, no technical team or coding knowledge is required to set it up. This software design incorporates industry best practices and standardized marketing processes so you can start using the in-built functionalities with minimal customization. Also, for integrating your website or enterprise applications with Agile, ready-made APIs and developer resources are available.
Monitor every person who visits your website by tracking their behavior, including which pages they click, from where they access the website, what keywords they type on Google that direct them to your website, and so on. Many applications deliver real-time alerts to sales representatives when a lead, prospect or customer visits the website. Visitor tracking should also help you segment your database based on these tracked activities.
Understand what’s working and how you can improve your marketing strategy over time with real-time metrics covering opens, clicks, and comparative stats per campaign. Individual campaign results automatically push to Act! contact records for a detailed interaction history. Perform A/B tests to pinpoint your most impactful subject lines and content to continually improve the effectiveness of your campaigns.
Customer Retention: Post conversion of leads, this software enables you to maintain 360-degree customer profiles with detailed demographic, firmographic and behavioral data for each customer. You can micro-segment your customer database to drive cross-sell and upsell campaigns which can help you boost customer retention, brand advocacy and ultimately, average revenue per customer.
There's also live chat, an extra that's a nice way to let people reach out to you when they're stuck. You can talk to people on your site directly from Interakt, leading them through your app or helping them see exactly which of your products is best for them. Combine that with in-app messages and email campaigns, and you have everything you need to lead your users through the sales process.
Delivra is an email marketing software platform that has helped organizations execute effective marketing campaigns for more than 15 years. Known for its industry expertise and unrivaled customer service, Delivra helps businesses engage in meaningful conversations with customers that produce tangible results. Delivra empowers organizations to achieve business goals through a suite of professional services, including strategic campaign consulting, email design, content strategy and more. Delivra has implemented dynamic marketing solutions for more than 1000 companies representing varying industries. Delivra makes it easy to build and send impactful email marketing campaigns, offering an easy-to-use drag and drop editor to customize content. The software’s marketing automation capabilities also allow users to strategically plot out an entire email series, determining which mailings are sent based on a variety of subscriber actions, inactions or time. For companies with an e-commerce component, Delivra’s Commerce Package enables email marketing tactics specific to customer re-engagement, cart recovery, automation, and customer retention. Online merchants get all the powerful features of the Delivra platform in addition to custom integrations designed for e-commerce. Delivra works with a wide variety of CRM’s, e-commerce platforms, and web analytics tools so all marketing data is available in one place. The software either plugs right into the technology a company is already using, or Delivra builds out a custom integration to ensure that it does.
The next part of the process is triggered once the sales team takes over, continues engaging with the leads, and vets for their level of interest as well as capability to purchase. When leads have been assessed as viable prospects, they now become SQLs. In this specific journey from MQL to SQL as well as the overall process that cover the stages from lead to customer, the features and capabilities of marketing automation and CRM come into play.
There are ways to automate activities in almost every CRM, especially if you tie in your other apps with Zapier. You can have new contacts automatically added to your CRM when they've filled out a form, and then automatically emailed a personal follow up note two weeks later—or just about anything else you can think of that'd be helpful for your business.
Marketing automation platforms allow companies to deliver promotions on, say, flash sales, to small segments of the customer universe based on targeted campaign objectives, or revenue goals for a particular territory or population. AI and analytics tools either can or soon will be able to create predictive models that can drive even more revenue with fewer customers contacted per campaign, depending on the tool and to which CRM platform it connects.
WordPress is one of the most popular content management systems today, and it's a rather easy way to build your site, blog, and even eCommerce store. On its own, WordPress is little more than a tool to build a blog, but its rich ecosystem of plugins and themes let it be almost anything you want. And with Inbound Now, it can be your marketing automation too, too.
At its best, marketing automation is software and tactics that allow companies to buy and sell like Amazon -- that is, to nurture prospects with highly personalized, useful content that helps convert prospects to customers and turn customers into delighted customers. This type of marketing automation typically generates significant new revenue for companies, and provides an excellent return on the investment required.
Has a focus on moving leads from the top of the marketing funnel through to becoming sales-ready leads at the bottom of the funnel. Prospects are scored, based on their activities, and receive targeted content and messaging, thus nurturing them from first interest through to sale. Commonly used in business-to-business (B2B), business-to-government (B2G), or longer sales cycle business-to-consumer (B2C) sales cycles, Marketing Automation involves multiple areas of marketing and is really the marriage of email marketing technology coupled with a structured sales process.
Lead Nurturing: Post generation of leads, this tool allow you to gain a deeper understanding of your leads’ behavior and preferences. They enable you to quantify lead conversion probability through lead scoring and automate lead nurturing through regular, customized, multi-channel communication with the lead. They also enable the passing of sales-ready ‘hot’ leads for follow up and conversion to the on-field sales teams.
These are just some of the amazing features you'll find when using marketing automation software. As a result, it's important for you to determine your most needed features before making a purchase decision. None of the tools we tested are bad. In fact, each of them will provide you with more power than your standard email marketing platform will. However, some are better than others, some are more expensive, and some do a better job letting you customize your workflows to suit your specific needs.
In most companies, marketing people don’t man the phones, they don’t qualify leads and they don’t really participate in the sales cycle.  Consequently, they aren’t measured on revenue the way the sales team is: their metrics are focused on the number and quality of respondents, including the total value of the pipeline (the “open” deals, not the closed ones).
When the two functions combine, marketing and sales departments work as a single unit.  Marketing sells (creating visibility) on a large scale, while sales markets in a one-on-one fashion, using the information-sharing and persuasion tactics. With sales and marketing working so closely, there’s a clear value in getting the two divisions on the same page, and working in even more alignment. For small businesses, that’s particularly important as getting the best out of one single lead is crucial.
Marketing has evolved significantly over the years and has become more complex and perplexing than ever. Consumers are now using multiple media platforms to gather data and stay up-to-date, making life difficult for marketers. However, with marketing automation in CRM, a business can streamline and optimize a variety of marketing tasks. This will increase the effectiveness and efficiency of the sales and marketing team by saving time on administrative tasks, delivering messages with the right content to the right audience, closing deals faster through increased automation and increasing revenue and profits.

When customers leave your site without buying anything, retargeting creates the awareness they need about your brand and a clear path back to your store. Ideally, retargeting is part of a long-term strategy for businesses that already have a solid following. They are particularly helpful in specific moments, like when you want to promote your best selling stuff, advertise a new collection, or feature surplus items. See how retargeting ads work around the clock to keep your brand top of mind and encourage potential customers to take the next step.
CRM Magazine, the leading publication of the industry, recognized bpm'online as a Leader in the Midmarket CRM Suite and Sales Force Automation categories, as well as named the One to Watch in the Enterprise CRM Suite in the CRM Market Awards 2018. This is the fourth year in a row that bpm'online made it onto the leaderboard in the Midmarket CRM Suite category, with superb scores all around.
Email marketing is a great first step toward developing solid communications with your customers and prospects. But once you have moved past one-off messages and have decided to create prolonged, personalized messages powered by customer data, it's time to try marketing automation. No tools better exemplify the simplicity, effectiveness, and scalability of marketing automation software than two of our three Editors' Choice tools: HubSpot and Pardot.
eTrigue is a cloud-based marketing automation provider featuring easy-to-use campaign building and rapid time-to-value. eTrigue’s DemandCenter helps hundreds of organizations track and nurture prospects through inbound and outbound programs. DemandCenter tracks across email, web, mobile, and social. eTrigue DemandCenter’s integrated marketing suite is particularly attractive to medium and small organizations, as well as to divisions or groups within larger enterprises.. eTrigue makes it simple for small marketing teams to can manage all online marketing efforts from a single dashboard. Full integration with major CRM, Webcast systems and ad-reporting systems. Instant real-time lead alerts are included for sales.
Then, in a nod to more traditional CRMs, Interakt gives you two separate sets of people: users and leads. Users are the people tracked using your app automatically, and there's the tools you need to filter them down by almost any data point, see who's slipping away from using your site, and who's the most promising new users. Then, leads are the people that need more hands-on attention: direct contacts you add or import, or people who get in touch via your contact form. It's a nice way to let you focus, say, on both your normal site users and larger clients at the same time.

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).
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.
AI powered Business Growth Platform that offers a unique and in-depth integration with Salesforce, SugarCRM and SuiteCRM. INBOX25 unleashes and connects every digital engagement channel to build a truly data-driven marketing and sales program. The platform enables the deployment of a wide range of digital tools to Attract, Capture, Nurture & Analyze a firm's marketing database throughout the entire lifecycle; from prospect to brand loyalist. Delivering personalized customer experiences through complex and robust automated journeys has never been easier.
When customers leave something in their cart, reminding them to come back for it is only polite. And it's not just about manners, it also yields real results for businesses—we’ve found that our average user earns enough money from their abandoned cart automation to pay for their Mailchimp account. Abandoned cart messaging lets you do more than nudge customers to return and buy the original item they were eyeing, you can also recommend similar items they might like using their purchase history and behavior on your site. Learn how to give shoppers the personalized attention they deserve and increase your bottom line.
Tirena is a Managing Senior Analyst for Gartner Digital Markets. She graduated from Christopher Newport University with a Writing Intensive BS in Biology with a focus in genetics, obtained a Masters in Public Health from George Mason University, a Writing Certificate from the University of Cambridge and a Marketing Certificate from Georgetown University. Follow her on @TJDingeldein for insights on marketing, data science, and startups.
In its most basic form, marketing automation is a set of tools designed to streamline and simplify some of the most time-consuming responsibilities of the modern marketing and sales roles. From automating the lead qualification process to creating a hub for digital campaign creation, automation is all about simplifying a business world that is growing far too complex, much too quickly.
Inbound Lead Generation: Modern SMB automation tools for marketing empower you to generate quality leads through inbound content marketing tactics. You can make your blogs or websites more interactive and create personalized landing pages with utmost ease. Customized web forms can help you implement progressive profiling that provides a non-intrusive way to capture lead or customer data in a seamless manner.
Marketo, an Adobe company, offers the leading Engagement Platform that empowers marketers to build brand value, grow revenue, and prove impact. Consistently recognized as the industry’s innovation pioneer, Marketo is the trusted platform for thousands of CMOs thanks to its scalability, reliability, and openness. To learn more about the Marketo Engagement Platform, LaunchPoint® partner ecosystem, and the vast community that is the Marketing Nation®, visit www.marketo.com.
Email marketing is a great first step toward developing solid communications with your customers and prospects. But once you have moved past one-off messages and have decided to create prolonged, personalized messages powered by customer data, it's time to try marketing automation. No tools better exemplify the simplicity, effectiveness, and scalability of marketing automation software than two of our three Editors' Choice tools: HubSpot and Pardot.

If you’re producing effective inbound marketing content, you’re generating a steady flow of new, organic leads, and you’re ready to scale your successful efforts, chances are it’s time to focus your efforts on a marketing automation strategy that will nurture those quality leads into paying customers. Below are some good questions to ask yourself when deciding if marketing automation is the right move for your business.


If you're running a brick-and-mortar business—say, a hotel, restaurant, or store, or even an in-person service company like a law firm or repair team—website visitors might not be your most important lead source. You'll likely have far more people calling your business to check about your opening hours, current prices, and more. CallTrackingMetrics is designed exactly for that.
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%.
If you are unable to generate a considerable amount of qualified leads through outbound marketing tactics such as mass email or call campaigns, it could be because of improper segmentation and targeting of the audience lists. You need to adopt a systematic approach towards storing and filtering lead data based on specific segmentation parameters to ensure that your communication is relevant to the audience.

With Pardot Marketing Automation software, marketing and sales can work hand in hand right in Sales Cloud to manage all prospect interactions, so you can create, deploy, and manage online campaigns from a central platform. With CRM marketing automation from Salesforce, you’ll be able to generate high-quality leads and accelerate pipeline and drive sales without having to hire a big marketing team. You can even create personalized, targeted emails and nurture campaigns like a pro.
If your business depends on marketing notepads, spreadsheets and informal emails for customer communication, there are high chances that the customer experience you are providing is not up to the mark. At the very least, it is necessary to have a centralized contact database for all leads and customers, and track every interaction with each of these contacts.
Great post and clarification. Personally I use http://www.myconversionbrain.com as it’s cheap and designed for small business owners like myself. It’s not so much of a crm but more of a marketing automation tool and lead tracking which helps my marketing efforts. The problem I find with most marketing automation systems is that its way too expensive for small business owners.
Chris Daley, founder of 1250Ships.com, wanted to spend minimal time and money on marketing, but to look like he spent a lot. Retargeting made this possible. Chris set up a Google remarketing ad in Mailchimp that brought in over $8,200 in revenue, snagged 19 first-time buyers, and led to a 3,879% ROI in its first 3 months. With this ad, he reached potential customers across the web and built his brand’s reputation. Learn how to replicate his success.
Through integration, you can have a unified approach to data management as all the contact, communication and other informational data is saved under one single platform. The data is organized, easy to view and edit, and faster to analyze. Also, a centralized data system means that new data is easy to input and organize, and tracking and reporting of data becomes efficient.
×