Surely you have heard of Marketing Automation (or marketing automation) more than once. It's normal, it's fashionable. However, are you clear about what it is?
What is Marketing Automation?
Today more than ever we know the importance of maintaining 100% personalized and direct relationships with our users. At first it is very easy to have those 1-on-1 conversations with our users. However, when we start to grow, it is impossible to continue having these conversations without losing quality or response time. And here time plays a more than important role since the user wants answers immediately, and if you don't give them, your competitor will give them.
That's where Marketing Automation comes in. It is about generating automated processes that allow us to scale our Marketing operations. Thus, we can, for example:
- Generate automatic responses to new registrations
- Classify users based on behavior and send ad-hoc content when they meet certain criteria
- Report new content created
- Submit content within a few days of downloading another
- Etc.
In its definition we find its reason for being:
Marketing Automation is a software that automates, measures and makes more efficient Marketing tasks so that companies can increase their operations and improve their profit Tweet this
However, you have to be careful. Marketing automation is not just software . It is clear that software is an essential part, after all, without software we cannot do automation. But make no mistake, the key to Marketing Automation is people: the design of the processes, the strategy and the linking of the human part to the entire process is essential for an automation strategy to work. That balance between tool and strategy is the key.
If we go back to the software:
What Marketing Automation software to use?
According to G2Crowd, one of the great tool comparators on the market, Hubspot would be the ideal option followed by Pardot, Marketo, Act-on and Eloqua. Keep in mind that the user factor plays here and Hubspot has considerably more opinions than the rest, so it has a considerable advantage.
However, we have our own decision on this.....
Top 5 automation tools
We compare features, ease of use, price and value for money paid, we are left with the following tools: Active Campaign, HubSpot, Wishpond and Mautic.