Increase ROI on marketing campaigns.
Improved campaign management .
Improving the quality of contact and lead databases .
Getting more clients .
Measuring marketing actions.
Alignment of marketing and sales teams .
Marketing Trends for 2018: Marketing Automation
Source: Adestra – 2017 State of Marketing Automation
At this point, the question is clear: If we want to implement a marketing automation strategy, what options does the market offer?
It is important to establish a distinction between comprehensive tools and specific tools for certain areas. In this last point, if we think for example about social media management, programs such as Hootsuite, Buffer, TweetDeck or Sprout Social fit in. But that is only one part (and a fairly small one) of a marketing strategy. If czechia email list we analyze the main tools used in an inbound campaign (web pages, blogs, social networks, email marketing, calls to action, landing pages, forms, SEO, SEM, workflows, task assignment, analytics, CRM…), more than a dozen programs can be used and almost always independently, without them working as a whole.
The problem of coordinating all these tools can be solved with comprehensive software that groups all these functionalities in a single space and in a fully integrated manner.
According to the Marketing Automation Industry study , which analysed the top 32 marketing automation technologies worldwide this year, the leading tool is HubSpot , with 25.8% of the market share. It is a technology we know very well, as Bannister Global is one of the 3,000 official HubSpot partner agencies worldwide. At some distance behind are other automation tools such as Marketo (13%), Infusionsoft (12.8%), TowerData (10%), Pardot (9.7%), LiveRamp (9.6%), SALESmanago (3.7%) and Eloqua (3%).
And with this, starting from an apparently obvious definition of marketing automation , we have clarified that it is a tool that requires a professional criterion behind it and we have seen the key actions that can be automated, the most important benefits and the main tools that the market offers. Maybe one day we will correct the RAE and do the same with the term "architect."
