Introduction to Marketing Automation: Tools and Benefits
In the diverse landscape of digital marketing, automation has become an essential component for companies wishing to remain competitive and efficient.
Marketing automation not only saves time, but also helps optimise campaigns to find the right customers at the right time.
Among the various benefits that businesses can gain from using marketing automation tools is the ability to handle various tasks simultaneously, without the need for manual intervention. This frees up team time that can be dedicated to strategic tasks, thereby increasing operational efficiency and the value produced in the company.
Furthermore, through marketing automation, companies can also customise communication on a large scale so that it can be aligned to the interests and behaviour of each customer, through data analysis and the use of artificial intelligence.
Another important feature is that marketing automation activities have the possibility of being tracked thanks to advanced analysis and monitoring features, allowing companies to measure the real-time performance of campaigns and adjust them as needed to maximise return on investment and increase conversion rates: thanks to an automated path in the funnel, customers will receive offers and content that are truly in target with their interests, greatly increasing the likelihood of conversion.
Marketing Automation: which platform to choose?
Choosing a tool for marketing automation in your company is never easy, also considering the continuous evolution of the digital landscape and business software.
In general, these two factors must be taken into account when making this choice:
- The size of the company and its degree of maturity: it is true that not all tools are equally comprehensive, but it is also true that not all companies have the same needs and resources. It is important to understand what effort companies can face, both in terms of time and money, before deciding on a platform and choosing the tool that can accompany your company at this specific time, remembering that technologies and their functionalities can evolve as the business grows.
- The number of people in the marketing team: marketing automation platforms can help companies automate tasks, but you still have to consider the time for content creation (email, social, etc.) to be ‘fed’ to the platform. It is therefore good to consider when choosing the platform, the maximum load of activities that your team can handle.
If your team cannot manage all the content creation activities or if your business does not have an in-house marketing team, we at Gasolina Groove can support you with the creation of email marketing content, blog posts and social media content, helping your business achieve its goals.
Once you have made the right strategic considerations, you need to choose the platform that best suits your needs.
In this regard, here is a list of marketing automation tools that can cover a wide range of requirements:
1. Mailchimp: Known mainly for its email marketing functionality, Mailchimp also offers automation tools that allow you to create segmented and customised campaigns.
2. ActiveCampaign: combines email automation with CRM and sales management, offering an all-in-one solution for small and medium-sized businesses.
3. HubSpot: offers a complete platform covering from email automation to customer relationship management (CRM). It is an optimal solution for small-medium business and mid-market companies.
4. Salesforce: offers an all-round enterprise-level marketing suite. With its Marketing Cloud solution, it offers a proposition that covers the automation of the entire lead conversion funnel (email, social media through to CRM). It is an ideal solution for medium to large companies operating in both B2C and B2B sectors.
In addition to Marketing Cloud, Salesforce also has ‘Salesforce Account Engagement’, a powerful email automation tool that offers full integration with Salesforce CRM. It is ideal for medium to large companies operating in the B2B sector.
Do you want to understand which marketing automation platform is right for you?
Contact us at hello@gasolinagroove.com and request a free consultation!