Guide to Skyrocketing Lead Conversions with Marketing Automation Software in 2023

Welcome to the new world order of marketing, where success is more about the precision of your strategies rather than just sheer effort. It’s no longer news that marketing automation software is the new powerhouse that can elevate your marketing approach to unimagined heights. 

Globally, 96% of marketers have already embraced a Marketing Automation Platform (MAP) into their strategy. It’s clear evidence of this tool’s value and no surprise that the marketing technology (MarTech) industry’s value now sits at a staggering $344.8 billion, with North America and the UK claiming $149.7 billion of that pie. Furthermore, 56% of businesses already use MAPs, and 40% of B2B companies are geared to join the revolution. This wave is building, and it’s building fast. So, are you ready to jump on the bandwagon?

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In this guide to marketing automation software for businesses, we’ll lead you up to the peak of marketing automation. No confusing tech terms, no tedious theories – just actionable insights. The force of MAP is now within your reach, and we’ll show you how to command it like a master. 

What is Marketing Automation?

Marketing automation is a robust software tool designed to automate repetitive marketing activities across multiple channels, such as emails, social media, and websites, thereby enhancing efficiency and reducing the possibility of human error.

Marketing channels using automation worldwide as of February 2023

Source: Statista.com

Beyond task automation, it enables precise audience segmentation using the data on customer preferences and behaviors. By delivering personalized content, marketing automation ensures your messages resonate with each lead, maximizing engagement and conversion rates. Additionally, it serves as an analytical aid, offering thorough reports and vital data about your campaign performance. This feature helps you understand the return on your marketing investments, enabling informed decision-making.

Imagine sending out emails to your customers at the optimal time for engagement, tailoring the content to suit their unique needs, and even scoring your leads to prioritize your follow-up activities – all on autopilot. That’s one of the appealing benefits of marketing automation software. It’s about doing marketing smarter, faster, and more effectively. 

Most effective digital marketing techniques according to marketers worldwide

Source: Statista.com

Why Focus on Lead Conversion?

Lead conversion is the critical metric that directly impacts your bottom line. Converting more leads means generating more customers and, consequently, increasing revenue. It’s the compass that points towards your business growth, the metric that sings the sweetest melody of success.

Now, imagine pairing this with the power of marketing automation lead generation software. These platforms streamline the process of attracting, nurturing, and ultimately converting leads. They accomplish this by automating repetitive tasks, personalizing communication, and providing insightful analytics to refine your marketing strategy.

Let’s paint a picture of how enterprise marketing automation software works in the context of lead conversion and helps monitor your prospects’ behavior. It identifies when a casual website visitor shows signs of potential interest, immediately springing into action to engage them with tailored content. Furthermore, the software utilizes lead scoring to prioritize highly engaged leads, optimizing your efforts and boosting conversion rates.

Criteria for Selecting a Marketing Automation Tool

How to choose marketing automation software that perfectly meets your needs? Well, it can seem like searching for a needle in a haystack with countless tools promising to supercharge your marketing efforts. But which is the one? Below we highlighted the aspects that truly matter when selecting marketing automation tools for small businesses and large enterprises. 

Ease of Use

The effectiveness of any marketing B2C automation software largely depends on its ease of use. A tool that features an intuitive interface allows for efficient navigation, effortless campaign setup, and quick data interpretation. This saves valuable time, increases productivity, and empowers your team to focus on strategic decisions, maximizing return on investment. Moreover, readily available customer support and robust training materials enhance user experience and software utility.

Integration Capabilities

A software that effortlessly links with your existing systems—CRM, email marketing, social media, or e-commerce platforms—streamlines your workflows, enhancing efficiency and effectiveness. A well-integrated system ensures seamless data flow, delivering a comprehensive overview of your customer base. It eliminates data silos, allows for real-time updates, and paves the way for highly personalized, consistent, and timely customer engagement. So, as you navigate the myriad options in marketing enterprise automation software, keep a keen eye on those offering robust integration capabilities. 

Scalability

As your enterprise expands and evolves, your marketing needs will too. You need a tool that can keep pace, expanding its capabilities in line with your business trajectory. Scalable marketing automation tools for eCommerce offer flexibility to accommodate increasing customer data, more complex campaigns, and growing marketing teams. They ensure your investment is future-proof, capable of handling not just your immediate requirements but also your long-term objectives.

Pricing and ROI

The smart choice isn’t always about the lowest price tag but assessing the tool’s potential to deliver a solid return on investment (ROI). That’s why when evaluating pricing, consider the value it brings in terms of improved efficiency, increased conversions, and more effective campaign management. A tool might come with a higher upfront cost, but if it’s proven to optimize your marketing efforts and boost revenues, it could offer superior ROI in the long run. So, when navigating SaaS marketing automation tools, aim to balance initial costs and expected returns.

Customer Support

Having a tool that performs optimally is half the battle won. The other half? Having robust customer support to back you up when challenges arise. Apart from solving problems, the availability of expert assistance is also about providing guidance, helping you maximize the tool’s potential, and offering timely updates and improvements. As you sift through the options in small business marketing automation software, take into account the reliability and responsiveness of its support team.

Top 5 Marketing Automation Solutions to Boost Lead Conversion

With an array of tools at your disposal, knowing which ones deliver the best results can be overwhelming. So, let’s navigate through the noise and review the best automation software for marketing that has consistently demonstrated prowess in enhancing lead conversion. 

HubSpot

In the MAP landscape, HubSpot shines for its holistic and user-friendly approach. It intertwines email marketing with web analytics to build and nurture your audience and convert leads into loyal customers while synchronizing your CRM.

HubSpot extends beyond being an enterprise marketing automation software. It’s an ecosystem of tools, including its Conversion Optimization Tool, that aids in creating A/B tests and tracking performance against data points. Whether you’re in e-commerce, SaaS, real estate, non-profit, or education, HubSpot’s automation features cater to specific use cases, from nurturing leads to managing relationships.

Key automation features 

• Inbound Marketing. This strategic approach draws customers by creating valuable content aligned with their needs. 
• CRM Integration. Seamless syncing of customer data to provide a unified view of each lead, streamlining your business operations.
• Automated Workflow. Efficient automation of routine marketing tasks, freeing up time for strategic planning.
• Audience Segmentation. Divide your audience into various segments based on specific criteria for personalized communication.
• Lead Nurturing. Automated series of emails that nurture your leads over time, resulting in higher conversion rates.
• Analytics. Understanding how your campaigns perform and where to optimize, all in one place.
• Social Media. Handling all your social media channels from a single platform and measuring the ROI of your social campaigns. 
• Over 200 Integrations. Compatibility with a plethora of tools to enhance your marketing automation capabilities.

Pricing

It begins with a free offering to get marketers off the ground. For access to its comprehensive features, plans range from $18 per month for the starter pack, $800 per month for the professional tier, and $3,600 for the enterprise package, making it a scalable solution for your marketing needs.

Marketo (by Adobe)

Adobe’s Marketo is SaaS marketing automation software that stands out for its robust and comprehensive suite of features tailored to maximize lead conversion. Aimed at businesses looking to elevate their marketing game, Marketo thrives in B2B and e-commerce environments, driving high-value customer engagement through personalized and automated marketing tactics.

Marketo’s allure lies in its breadth of use cases, ranging from customer acquisition and retention to deep analysis and optimization of marketing campaigns. Its capabilities cater to various business models, driving targeted customer engagement and conversions.

Key automation features

• Lead Management. Streamlining and automating your lead generation process for improved efficiency and results.
• Lead Nurturing. Fostering relationships with potential clients at each step of the sales funnel. 
• Lead Scoring. Prioritizing your leads based on engagement level and readiness to convert.
• Bi-directional CRM Syncing. Syncing data seamlessly between Marketo and your CRM to have an updated and unified view of each lead.
• Email Marketing. Crafting personalized email campaigns to engage and convert your leads.
• Consumer Marketing, Customer Base Marketing, Mobile Marketing. Engaging customers across multiple channels with tailored messaging.
• Website Personalization. Customizing website content based on visitor behavior for a personalized user experience.
• Web Activity Tracking. Monitoring and analyzing visitor behavior on your website for insightful data.
• Program and Campaign Analysis. Measuring the performance of your marketing campaigns.
• Advanced Report Builder. Generating detailed reports to gain insights and make informed decisions.

Pricing

Marketo adopts a tier-based approach, including ‘Select’, ‘Prime’, ‘Ultimate’, and ‘Enterprise’ packages at a tailored price. While specific pricing details aren’t disclosed, their pricing structure mainly depends on the number of contacts in your marketing database, as opposed to usage. Although they do not offer a free version, a free trial is available to help businesses get a feel for the platform.

ActiveCampaign

ActiveCampaign has made a name for itself as a powerful yet budget-friendly marketing automation software for small businesses. As a popular choice among eCommerce marketers, ActiveCampaign provides an intuitive platform packed with robust features, combining simplicity and flexibility to suit various business requirements.

ActiveCampaign’s eCommerce marketing automation software offers an efficient way to manage and automate marketing campaigns. A unique feature is its effortless integration with Shopify, enabling your email marketing service to work with your Shopify store. The platform empowers you to automate emails based on customer behavior, supplementing this with tools like remarketing and social media ads to boost sales from existing customers.

Key automation features

• Lead Scoring. Prioritizing your leads based on behavior and engagement for targeted marketing.
• Social Media Management. Scheduling, analyzing, and handling your social media posts.
• Shopify Email Automation. Seamless integration with Shopify to trigger personalized emails based on user activity.
• Personalized Messaging. Delivering tailored content to your leads, improving engagement and conversion.
• Shopping Cart Recovery. Re-engaging visitors who abandoned their shopping carts, recapturing potential sales.

Pricing

​​ActiveCampaign offers four plans catering to B2B, B2C, and eCommerce businesses. The Lite plan is priced at $29 per month, Plus at $49 per month, and Professional at $149 per month. An Enterprise package offers expanded features and capabilities at a custom price. 

Pardot (by Salesforce)

Designed by Salesforce, Pardot is a SaaS marketing automation software solution catered to B2B businesses, especially those operating within extended sales cycles. This platform excels in lead management, providing automated scoring and a robust suite of tools for email marketing, custom landing pages, email templates, and form handlers. Pardot offers substantial support to sales teams, augmenting lead generation capabilities. Further, Pardot’s advanced data gathering and detailed segmentation functions make it an excellent choice for marketers seeking to maximize their strategic reach. 

Pardot’s value also lies in its ability to blend with Salesforce’s suite of tools harmoniously, making it an indispensable resource for businesses that already utilize Salesforce solutions. Its mobile marketing automation tools enable companies to reach and engage their customers effectively, even on the go.

Key automation features

• Tracking Customer Behaviors. Understanding your customer’s interactions with your business in-depth.
• Creating Digital Marketing Campaigns. Building and executing dynamic campaigns with ease.
• Web Form Management. Efficiently handling web forms for lead capture.
• Website Tracking. Monitoring user activity on your website for data-driven decision-making.
• Search Engine Optimization (SEO). Improving your website’s visibility and ranking in search engines. 
• Landing Page Marketing. Designing landing pages that boost conversions.
• Creating Reports to Track Performance. Generating detailed reports to understand campaign effectiveness.
• Lead Generation. Attracting and converting high-quality leads.
• Personalization of Landing Page Content. Tailoring content to individual viewer preferences for better engagement.

Pricing

Pardot offers three subscription tiers designed to accommodate the growth and development of your sales and marketing teams. The ‘Growth‘ package comes at $1,250 per month, the ‘Plus‘ package at $2,500 per month, and the ‘Advanced‘ package at $4,000 per month. Each tier provides access to up to 10,000 contacts and customer support, with the service suite scaling significantly at each subscription level.

Brevo (formerly Sendinblue)

Brevo positions itself as an all-encompassing MAP, facilitating seamless communication between businesses and their customers through email, SMS, and chat. It provides comprehensive support throughout the customer lifecycle, including lead classification, customer cultivation, and after-sales service. It enables you to monitor user activity on your site and develop automated processes for interaction, client coordination, and task enhancement. With its user-friendly design, Brevo’s workflow architect ensures the creation of automation sequences is straightforward and adaptive to your business requirements.

Key automation features 

• Customer Management. Streamlining your customer data and personalize communication based on individual client profiles.
• Analytics. Gaining insights from detailed reports and real-time analytics to optimize your marketing strategy.
• Instant Message/Internal Message. Real-time chat options for internal communication or to engage with customers directly.
• Templates. A range of pre-made email and newsletter templates you can customize for brand consistency.
• CRM. Centralizing all your contacts and interactions for efficient customer relationship management.
• eCommerce Integration. Automating your online shop’s marketing efforts.
• Marketing Automation. Setting up automated workflows for personalized customer journeys, saving time and improving engagement.
• Automatic Notifications. Scheduling automated emails or SMS notifications for events, updates, or promotional activities.
• Email Marketing. Creating and launching effective email campaigns with A/B testing, segmentation, and performance tracking.
• Campaign Management. Planning, executing, and managing all your marketing campaigns from one intuitive dashboard.

While Sendinblue may not hold the top spot for each individual feature, the blend of its extensive offerings alongside its competitive price point makes it a compelling choice for adding to any marketer’s tech stack, particularly those focused on mobile marketing automation tools and B2C marketing automation software.

Pricing

Its pricing model is based on the number of emails sent, not the size of your contact list. The generous free plan allows small businesses to send up to 300 emails daily, with email automation available for up to 2,000 contacts. Additional paid plans offer escalating features: the Starter plan at $25 per month removes the daily email limit, the Business plan at $65 per month unlocks full automation and advanced reporting, while the Enterprise plan at $1000 per month ensures a comprehensive suite of advanced integrations, top security measures, and premium onboarding experiences. 

Making the right choice

Selecting the suitable MAP will improve your marketing efforts, streamline operations, and significantly impact your bottom line. Here are steps to help you navigate this crucial decision-making process, ensuring your company harnesses the power of the ideal enterprise marketing automation software.

Analyzing Your Business Needs

Your primary goal should be identifying a tool that complements and enhances your marketing strategies. What are your business objectives? How will AI marketing automation tools aid in achieving these objectives?

Delve into the specific features you require – from lead management and email marketing to analytics and customer segmentation capabilities. Analyze your customer journey and identify where automation could eliminate inefficiencies and augment engagement. This will help you identify automation software that aligns with your business requirements.

Taking the Tool for a Test Drive

Most vendors offer trial versions of their software, allowing you to explore the tool’s interface and functionality before committing. This test phase is critical in helping you grasp the tool’s usability, feature set, and level of customization it allows. Can your team navigate it with ease? Does it streamline your marketing processes as promised? These hands-on experiences will offer invaluable insights into whether the small business marketing automation software fits your organization. Note that the software might have an impressive list of features, but it’s of little value if it isn’t user-friendly or doesn’t integrate smoothly with your existing workflow.

Considering the Long Term 

As your business grows and evolves, your marketing needs will likewise expand and diversify. The right enterprise marketing automation software should be capable of growing with you, providing robust and scalable solutions to meet the demands of your evolving marketing landscape.

Consider the scalability of the tool’s features – can it handle an increase in data volume, campaign complexity, or user load as your enterprise grows? Additionally, a future-proof platform should continuously innovate, offering regular updates that align with the latest marketing trends and technologies. This forward-thinking approach can save you from recurring system migrations, ensuring a steady and seamless marketing journey.

Summary

The dynamic marketing world is increasingly turning towards automation to foster efficiency, streamline processes, and elevate results. About 39% of marketers have reported a significant upsurge, up to 35%, in their department’s efficiency since integrating MAP into their strategy.

Moreover, the intense competition characterizing today’s marketplace can make survival without automation challenging and limiting. By contrast, 56% of organizations that have adopted marketing automation software have seen their conversion rates grow, while 34% have reported an increase in revenue. So, whether you’re a small business looking to carve out your space or an established enterprise aiming to fortify your market position, choose the right MAP or develop a custom software solution, and watch your lead conversions skyrocket.

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