Sailthru helps modern marketers at leading retail and media companies build deeper, longer-lasting relationships with their customers. Sailthru personalizes individual customer experiences across digital communication channels—in email, on a brand’s website and in their mobile applications. Sailthru-powered 1:1 relationships with consumers help drive higher revenue, improve customer lifetime value and reduce churn.
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 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.
Incentives can help you zight these external forces. Let’s go back to that example where you were shopping online but left your credit card in the kitchen. If you had a one-night-only 30% off coupon, would you have been more inclined to get up and walk to the other side of the house? If your shopping cart purchase was $20? Probably not. But if you were planning to spend $100 or more, the answer is likely to be a clear ‘you bet.’
This brings me to the end of this guide. Hope it helped you in understanding what CRM is, the questions you must ask yourself before you choose a CRM, and the benefits of a combined CRM and marketing automation system. Please share this guide if you liked it. It inspires us to create more stuff like this. You can ask me any questions you want, and I’ll get back to you. 🙂

Instead of being a separate app with just a code snippet you'll add to your site, Inbound Now lives inside your WordPress install, capturing leads and automating marketing right from the place you manage the rest of your site. It's got free tools to create landing pages, A/B test them, and identify your site visitors, then there's paid extensions that'll add social media and email integration, lead importing, and more.


OutboundEngine helps businesses grow by making online marketing simple and easy for everyone. We create beautiful, high-impact marketing campaigns, deliver them automatically and track engagement to show who’s ready to have a conversation. Our platform strengthens relationships with customers, partners and prospects to uncover more opportunities with less work.

It's far less of a CRM and a marketing automation app than most of the apps on here, but it fills an important niche for businesses with more calls than clicks. You can take your sales calls in the web app, track info about each of the callers, and CallTrackingMetrics will let you know which page or ad the user saw when they called. There's even SMS automation so you can send text messages to potential customers, following up even when there's not an app for them to keep using.
Automating your customer discovery can be scary, and a big commitment. If that's how you're feeling, Intercom might be the perfect choice since it lets you try it out for free and still gathers your real customer data. Then, if that gets you itching for more, it's just an upgrade away. Plus, since you can take care of support in the same app, you'll have your CRM, marketing, and support all under one roof, giving you the communication tools you need to actually make a difference with your users.
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.
Personalization As you build out your inbound marketing and marketing automation strategy, you will learn more about your leads. This learning process will empower your company to re-invest that data into refining your marketing strategy. Marketing automation software will help you streamline this process and build 1:1 connections with hundreds of thousands—and even millions—of users.
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.
For companies that can’t decide on how to kill all the birds with one stone, it’s good to know that most of marketing automation functionality can be supported within a CRM system too! For example, everything that falls into lead management (lead segmentation, personalized email marketing, lead nurturing, analytics) can be activated within CRM software through either in-built tools or customization, depending on how complex requirements are. I tell more on the benefits of this approach for SMEs here: https://www.scnsoft.com/blog/benefits-of-crm-software-for-smes
VBOUT is a powerful, affordable and simple to use, all-in-one marketing automation solution. The platform has an easy drag-and-drop landing pages and forms, visual customer journey builder, social media management and email marketing tools. In-depth native analytics and user tracking are provided, giving marketers full view of their contact's engagement and campaign performance. VBOUT provides agencies and partners with powerful tools to whitelabel the solution, build their own plans with their own marke-up, manage their accounts and shared assets from one account.
Bpm’online received a 2015 CRN® Enterprise App Award for its bpm’online mobile CRM application. Bpm’online’s mobile app was selected by a CRN editorial panel based on a combination of critical factors including functionality; suitability to task; ease of use; innovation; and potential value to solution providers, their customers and the market in general.
CRM and marketing automation differs in purpose, users, and uses. It is, however, not a choice between two systems since each plays an important role in your business – driving productivity and efficiency of your sales team and marketing team, and ensuring the effectiveness of your marketing campaigns and sales efforts. Furthermore, the connectivity of each system is such that they can integrate with one another and share and access information.

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.
To help entrepreneurs determine how successful their efforts have been, the brand delivers weekly reports and customized engagement scoring; it also spotlights the outcome of A/B tests. Delivra’s Drag & Drop Editor and Image Editor can lend a helping hand to less-than-artistic entrepreneurs who need to design and package their messaging. And for small businesses wanting to tie their marketing efforts directly to their e-commerce stores, Delivra integrates with multiple systems to enable small businesses to segment shoppers and re-engage them.
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.
The main differences are on type of users, core function, goal and role in the buyer’s journey. CRM and marketing automation are different processes with different purposes and utilize distinct tools. The confusion usually arises because both CRM and marketing automation typically deal with the same information (contacts, lists, profiles, etc.) and similarly work with leads. How each of the system manage and utilize those leads and information are entirely separate matters. To get a clearer picture, let’s go over what CRM and marketing automation do.
Marketing automation makes it easier to send personalized, 1:1 targeted messages. In other words, marketing automation makes communication stronger. When you automate your marketing, you can focus more heavily on the quality of your campaigns and messaging. Marketing automation gives your team the ability to add more personal touches to your campaign – by collecting data on a prospect’s interests and goals, you can custom-tailor future offers so that they are more relevate. 																		

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.
Because of the constant influx of marketing emails to their inboxes, buyers have begun to block out many  of these communications, whether through inbox filters or a subconscious disregard for irrelevant messages. Instead, these buyers are doing Google searches, and asking their friends for recommendations. They’re tapping the social media community for advice and browsing your website to see if your business offers a solution fit for their challenges. If you’re only communicating with these leads through email, you’re not only missing out on an opportunity to reach your leads via multiple channels during various parts of the decision process, you’re also ignoring a slew of behavioral data points they’re giving you about their needs and interests.
Marketo is a marketing automation platform that includes account-based marketing, email, mobile, social, digital ads, web, and marketing analytics, allowing business owners to drive engagement through multiple channels from one platform. Its goal is to help small businesses build long-lasting relationships with customers and create end-to-end engagement. Its cloud-based infrastructure can handle hundreds of millions of activities each day, meaning it can scale with its customers. 																		

Oracle Eloqua, part of the Oracle Marketing Cloud, provides best-in-class lead management, campaign management, and sales tools that help marketers deliver the most connected and personalized experiences from first impression to customer advocacy. Eloqua's marketer-friendly platform enables organizations of any size to execute advanced marketing strategies, at scale, using the industry's richest dataset and adaptive technologies. Some of the top reasons customers choose Oracle Eloqua include: * Most Comprehensive Platform Built for B2B Marketers * Industry’s Richest Dataset * Marketer-friendly UI * Powerful Lead Management & Acceleration * Adaptive Campaign Management & Nurturing * Sophisticated Targeting & Segmentation * Broad 3rd Party Data Enrichment * Market-leading Extensibility & Integrations * Enterprise Scale Performance & Security
Mailchimp’s marketing automation gives you the ability to create a single email—or an email series—that sends automatically based on predetermined triggers. We evaluated data from 150,000 businesses that use Mailchimp to compare single and multiple-email automations and to learn which yields better results. Our findings showed that if your goal is to sell more stuff, opting for an automation series can help increase impressions and result in more sales. But there are interesting outliers. Use our findings and test a single email against a full series for each automation to learn which one resonates with your customers and works best for your business.
We currently have three Editors' Choice picks for marketing automation solutions here at PCMag. One of them, Campaigner, impressed us with its intuitive UI and its wealth of online resources. Another Editors' Choice, the aforementioned Pardot, excelled due to its built-in search and social marketing functionality. Lastly, the aforementioned HubSpot had an impressive set of prebuilt workflows that also got our top nod. While all of these are fantastic solutions, they are all quite different, and it's definitely worth taking the time to research the best solution for your needs. This, of course, also applies even to the other products that did not get an Editors' Choice designation.

Incentives can help you zight these external forces. Let’s go back to that example where you were shopping online but left your credit card in the kitchen. If you had a one-night-only 30% off coupon, would you have been more inclined to get up and walk to the other side of the house? If your shopping cart purchase was $20? Probably not. But if you were planning to spend $100 or more, the answer is likely to be a clear ‘you bet.’
Use marketing automation to trigger messaging automatically based on a central hub of your customer data. That’s because your customer should see the same brand identity from all of your teams. With marketing automation, your business can better bring together marketing, sales, and customer service to create one seamless customer experience across your brand. 
Marketing automation plugs into a company's CRM system, which, typically, has its own native marketing automation cloud service (such as Salesforce Pardot and Oracle Eloqua). Eloqua will work with other CRM platforms that compete with Oracle's, and Marketo, an independent marketing automation platform, will work with Salesforce, Oracle, Microsoft and other CRM systems. HubSpot also is a popular marketing automation platform that has its own CRM backbone.
Mailchimp’s marketing automation gives you the ability to create a single email—or an email series—that sends automatically based on predetermined triggers. We evaluated data from 150,000 businesses that use Mailchimp to compare single and multiple-email automations and to learn which yields better results. Our findings showed that if your goal is to sell more stuff, opting for an automation series can help increase impressions and result in more sales. But there are interesting outliers. Use our findings and test a single email against a full series for each automation to learn which one resonates with your customers and works best for your business.
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.
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.
The situation at many large companies is much more chaotic.  I know of one technology company that had 84 different marketing systems along with dozens of CRM instances.  So the idea that CRM is going to take over the territory of marketing automation is a reach for the Fortune 500, particularly those companies that grew through acquisition.  For them, the key success factor is integration and database synchronization among their marketing automation and CRM systems.  No amount of “best of breed” features will make a difference if their data is an uncoordinated mess.
The hope is to re-engage and push them further down the sales funnel, closer to making the final purchase. Any indication of renewed interest from a previously cold lead will immediately populate within an integrated CRM, alerting the sales team the moment it occurs. This type of automation provides real-time information that allows sales and marketing teams to efficiently retarget potential customers.

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.
Forms and landing pages: Build custom landing pages without having to know HTML and link marketing assets stored in automation systems to use as downloadable content. Progressive profiling helps marketers shorten forms to ensure prospects aren’t turned off by long forms. They can be shown additional fields in future forms allowing marketers to build up a detailed prospect profile over time.
There is extensive evidence supporting the value that marketing can bring to marketers. According to a report by VB Insight, 80% of marketing automation users saw their number of leads increase, and 77% saw the number of conversions increase. Further, Companies using marketing automation see 53% higher conversion rates from initial response-to-MQL and a revenue growth rate that is 3.1% higher than non-users.
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.
The cost of this software depends on the scale of your business and specifically, your marketing efforts. Often large in-house enterprise software implementation projects stretch beyond expected timelines and budgets. For most businesses, it makes sense to opt for a solution that provides a free trial so that they get a first-hand experience of setting up and using the application.
Picture a black box that plugs into the wall. Plug it in, turn on the switch, and qualified leads with an interaction history are automatically added into your 1CRM system – day in and day out – while the system is running. You’ll also get charts and feedback on which messages clients respond to best, so that the ‘machine’ can just get more and more effective over time.

ThriveHive is marketing platform that empowers small business owners to grow their businesses through better marketing. The platform includes all of the essential online marketing tools and guidance necessary to get small business owners online and to succeed with marketing. ThriveHive is guided marketing for small business. Features Include: Better Website (optional) - Professionally built or DIY Customized Marketing Plan - Plans that work for small businesses Marketing Platform- All of your marketing in one place Contact Manager - Manage leads & customers Email - Send & track emails & newsletters Blog & Social Media - Create blog & social media posts Insight Emails - Marketing & lead notifications Marketing Coach - One-on-one expert marketing help Managed Advertising - Google AdWords & More


With ActiveCampaign, you’ll be able to create powerful automated marketing and sales processes. These intelligent processes “listen” and “learn” about the needs and interests of individual contacts. Then you can send more relevant, personalized messages at the moment they’ll have the most impact. You’ll have more customers, happier customers, and more loyal customers. MARKETING AUTOMATION: Our automation workflow builder is praised by G2Crowd users as the perfect balance of power and ease-of-use. With our drag-and-drop builder, you can easily create sophisticated follow up sequences that treat your contacts differently on the basis of who they are and what they’re interested in. This “intelligence-driven” follow up has proven to be more effective, and will keep your customer engagement high because you’re sending the most relevant, personalized messaging possible. SALES AUTOMATION: With an intuitive sales automation CRM tightly integrated with your marketing automation, you’ll be able to seamlessly transition leads back and forth between your marketing and sales processes without losing any data or missing a beat. Having your sales CRM and marketing automation under the same roof means that your sales process can benefit from the same automation features marketers use to send perfectly-timed messages. EMAIL MARKETING: We’ve been perfecting our email marketing solution since 2003. Today it is one of the most mature and fully-developed email marketing services on the market. Our professionally designed templates are fully mobile responsive and we offer time-saving tools like content blocks you can save and reuse across campaigns, message variables that allow you to update content once across all your campaigns, and conditional content, which allows you to change the content of an email based on who a contact is and what they’ve done. CROSS-CHANNEL MESSAGING FOR THE ENTIRE CUSTOMER LIFECYCLE: With ActiveCampaign, you’ll be able to deliver the perfect message at the perfect time because you’ll collect more insight about the customer at each stage of the buying process. With Attribution, you’ll know the source of a visitor and what marketing and advertising they’ve interacted with. With Goals, you’ll be able to define important events and then pivot in response to conversions. With Site Messaging, SMS, and email marketing, you’ll be able to reach your contacts exactly where they are — whether they’re out and about on their mobile, browsing your website, or going through their inbox. We offer a free, no-credit-card-needed, 14-day trial so you can experience ActiveCampaign first hand.
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.
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.
Automation is a surefire way for small businesses to save time and money, and marketing is the perfect arena for doing so: Marketing automation maintains brand messaging while reaching thousands more people than a single person ever could. The key is simply determining which platform fits your company best so you can save even more time while building your bottom line.

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.
If you have to get one initially, go for a CRM but make sure that you can immediately set up a marketing automation system once your situation calls for it. A good CRM foundation is HubSpot CRM; not only because it is 100% free, but it is highly scalable to match your growing needs. Getting started with it is easy when you sign up for a HubSpot CRM free app here.
To help entrepreneurs determine how successful their efforts have been, the brand delivers weekly reports and customized engagement scoring; it also spotlights the outcome of A/B tests. Delivra’s Drag & Drop Editor and Image Editor can lend a helping hand to less-than-artistic entrepreneurs who need to design and package their messaging. And for small businesses wanting to tie their marketing efforts directly to their e-commerce stores, Delivra integrates with multiple systems to enable small businesses to segment shoppers and re-engage them.
Even when your site is chock-full of good stuff, sometimes your customers get distracted—by a cat video or a celebrity gossip blog, perhaps—and they leave your site before buying what they really wanted. Topo Designs, a Colorado-based outdoor lifestyle goods company, knew that creating the right abandoned cart campaign could easily solve this problem, so they tested variables within Mailchimp's abandoned cart automation to figure out what brings customers back. The result? An abandoned cart email that consistently receives a 20% click rate. In this article, Topo Designs explains why it's important to remind interested shoppers what you've got.
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.
Furthermore, CRM is used by the sales team for retaining existing customers. The software has tools to gather information and feedback from various customer channels, and analyze said information to provide the sales team with customers’ behavior, interaction history with your company, and purchasing trends, among others. Armed with customer knowledge, sales teams can craft targeted offers and loyalty campaigns to enhance customer retention.
Once marketing has qualified a lead based on B.A.N.T., the sales team’s core objective is to close deals and increase revenue. Both sales and marketing processes follow a funnel-like approach to nurturing leads and opportunities, but each solution is customized to track and serve a different type of contact based on their stage of the buyer journey. Similarly, CRM is designed to help the sales organization forecast the deals they plan to close each month or quarter.
Marketing automation: HubSpot says that marketing automation is crucial to the ‘closing’ stage of marketing. We disagree. We think that marketing automation is more than just email and it spans the entire marketing lifecycle. It is, however, crucial to your company’s ability to close deals. You need to move customers through your sales conversion funnel – this process will be continuous and require some degree of nurturing, guiding, and even hand-holding. Marketing automation can help your company take the lead in guiding prospects through the sales conversion funnel.

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.
SharpSpring is a comprehensive marketing automation platform with robust features, functionality and performance. SharpSpring is one of the most flexible platforms on the market, offering powerful, behavior-based email marketing, native or 3rd party CRM integration, dynamic forms, landing page and blog builders, social media management, universal CMS compatibility, and integration with hundreds of applications. SharpSpring is usually less than 1/3 the cost of the competition, is the easiest company to work with and the easiest platform to use. Marketing agencies should inquire about SharpSpring's special partner program.
Finding new customers is exciting, but it's even better when customers return to your shop again and again. With Mailchimp's marketing automation, it's easier than ever to keep shoppers coming back for more. It all begins with your first impression, and our welcome automations help you put your best foot forward. And after a purchase is made, you can solidify their love for you with an order notification that matches the look and feel of your brand. You can even reward customer loyalty and say happy birthday. Learn how to use automations to turn new customers into old friends.

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 is the use of software to automate marketing processes such as customer segmentation, customer data integration, and campaign management. The use of marketing automation makes processes that would have otherwise been performed manually much more efficient, and makes new processes possible. Marketing automation is an integral component of customer relationship management.


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
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%.
×