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The 2022 Guide to Marketing Automation Software

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The 2022 Guide to Marketing Automation Software

Introduction:

That’s where marketing automation comes in! Marketers spend most of their time connecting & engaging with prospects and managing customer information. Marketing automation has changed the way businesses operate, and you should consider using it.

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Marketing automation can cover a lot of tasks. These include prospecting for new leads, engaging with them to understand their preferences, and trying to turn them into paying customers. It can be a tough job to manage all these aspects of marketing. You need a streamlined process to help you get more done and increase your productivity. For example, marketing automation software can automate low-value tasks, giving you more time to put towards high-value leads. You can use marketing automation tools to make your prospecting process easier and faster. Create a prospecting template that emails the right people at the right time. Schedule a prospecting campaign to send out emails and follow-ups on certain days throughout the week.

Let’s dive in!

1. HubSpot

The 2022 Guide to Marketing Automation Software

HubSpot’s automated emails can be a great way to naturally nurture leads by addressing their needs in a timely fashion. People addressed in this way tend to make faster decisions, often moving forward with the purchase. You can automate your marketing strategies on HubSpot using workflows, which are easy to build and can consist of various customer interactions ranging from simple follow-ups to complex multi-step processes.

You can automate several tasks with HubSpot. Examples include email marketing, lead conversions, lead data management, and follow-ups. You can also automate your social media marketing campaigns by scheduling posts in advance, tracking brand mentions and conversions, and giving you a closer look into your post engagement. Many reliable social media marketing companies work with clients to align social media marketing strategies with business goals and overall marketing strategy. They help identify the channels that best enable clients to reach their target markets.

2. SendPulse

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Marketing automation is a process that has a lot of moving parts, but once you’ve done it right, you realize it is worth it.

SendPulse is a company that didn’t just become a marketing automation platform overnight, it gradually evolved into one. Starting out as a bulk email marketing service, SendPulse exploded in popularity, this led to adding more features to meet the expectations of new and existing users.  One of the latest updates on the platform would be the launch of an online course creator.  

At present, SendPulse helps marketers automate marketing processes like lead generation and nurturing through a variety of channels. These include:

  • Automated flows of email, and SMS marketing campaigns (order conformation, abandoned cart email etc.)

  • Chatbot builder (Facebook and Instagram chatbots, messenger chatbots for WhatsApp and Telegram) 

  • CRM tool (manage customer data, improve campaign personalization etc.)

  • Landing pages (custom landing pages and pages for social media bio links)

  • Email Verifier (email list cleaning, email deliverability improvement)  

3. Salesmate

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Salesmate provides marketing for over 4000 brands worldwide. It saves you time and hassle by automating customer engagement through trigger-based software. Whenever a successful action is made, keep an eye on your inbox for pre-written, automatically generated messages. You can also segment your users based on historical data & actions and send customized follow-ups.

Moreover, you can set your account to send notifications and reminders at crucial moments. As a result, you can empower your customers at every step of the customer journey with Salesmate.

4. MailChimp

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Most brands face one big issue with marketing automation: they send generalized messages and e-mails that every recipient will likely disregard. However, Mailchimp collects customer data and helps you develop more customized messages and emails to market to them. In addition, Mailchimp’s email scheduler also collects and analyses your customer data to recommend the best time to contact them. This means you will no longer have to log in, time and again, to check when the right moment is!

If you want to set up a store and use eCommerce platforms, you can connect your Mailchimp account to the store. You’ll then be able to initialize automated emails based on purchase activity. The social media marketing tools are similar to HubSpot. You can schedule posts, track engagement, and diversify your efforts.

5. Marketo

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Marketo Engage by Adobe is a leading marketing automation tool with features like email marketing, lead nurturing, and scoring features. It’s a powerful tool for improving your marketing efforts while saving time.

Furthermore, Marketo has some robust features that allow for more powerful marketing. For example, you can use this to retarget prospects on their mobile device and personalize your digital content. Although the system is mainly designed for enterprise-level clients, small businesses can also implement this system with ease.

6. Pardot

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Pardot by Salesforce is yet another robust B2B marketing automation tool. It enables the marketing and sales team to collaborate, engage buyers and close more deals. These relationships last longer than before.

Pardot has powerful features that include managing leads, email marketing, and reporting better outcomes for your business. It’s good for larger enterprises and helps streamline marketing efforts.

7. ActiveCampaign

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ActiveCampaign is a powerful marketing tool that can save you time & effort by automating your processes. It has simplified and advanced automation, integrations with other tools, & segmentation of your contacts. One of the best features of this system is that you can use it to quickly create marketing automation flows and customize them with 500+ pre-built automation, email templates, opt-in forms, etc.

ActiveCampaign can be an effective marketing automation software, but it does require some effort to figure out how to use it.

8. SharpSpring

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SharpSpring has been around for quite some time and has become a popular marketing automation software. It provides sales and marketing automation that helps to boost conversions and deliver an excellent customer experience.

It has a full spectrum of solutions to automate all aspects of your marketing. Features include behavior-based email tactics, intelligent workflows, visitor tracking, CRM integration, and detailed reports that can help you create more scalable strategies. Essentially, it’ll automate your whole marketing process so that you can achieve marketing goals.

 

9. Omnisend

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With Omnisend as your ecommerce assistant, your automation workflows will be more robust and better organized. Use pre-built basic automation to stay on top of cart abandonment emails, welcome series email chains, and reservation confirmation emails.

Omnisend is an omnichannel marketing tool with features such as customer segmentation, email and SMS marketing, etc. They integrate with a lot of ecommerce platforms like Bigcommerce, Shopify, WooCommerce, and Magento.

In conclusion, this is a great marketing automation platform for anyone who runs email marketing campaigns.

10. Oracle Eloqua

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Oracle Eloqua is a versatile marketing automation tool that is capable of managing cross-channel marketing campaigns efficiently, as well as nurturing leads. Oracle Eloqua is top marketing software with customer segmentation, efficient lead management, intuitive Advanced Intelligence, and Sales and Marketing alignment.

Oracle Eloqua is perfect for enterprises that need more from their marketing software than Google AdWords can offer, but still may not be insufficient for managing affiliate campaigns. This niche of Internet Marketing may still require affiliate software designed specifically to track and manage affiliates. Still, Oracle Eloqua has extensive features and tools to scale your revenue and build strong customer relationships easily. Inside this platform, you have near-limitless capabilities to help your company grow faster than ever before.

11. User.com

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User.com is a powerful platform for converting leads into clients with engagement and streamlined conversion. Use this marketing automation platform to work faster and more brilliant for any size business.

User.com has features like email marketing, visitor tracking, live chat, and intelligent automation that are great for making your business more efficient. Along with analytics, User.com is an affordable option to make your business stronger and more productive!

12. Engati

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Engati is the best AI chatbot platform that all your customer conversations over WhatsApp, Instagram, Facebook Messenger, Slack, MS Teams, & 10+ other messaging applications, bringing everything under one view.

They offer native integrations to Zendesk, Freshdesk, Shopify, Google Calendar, JSON API, and much more. They also provide hands-on 100+ templates crafted specially for usecases like marketing, sales, support, HR etc.

With trusted brands like Jack Daniels, PwC, LivSpace, UK Gov, Cipla, iMile, Larsen & Toubro, GSK, etc. they won the CODiE award for the year 2021 in the Best AI-driven technology solution category. 

Conclusion

Customer journey management is an integral part of any marketing strategy. That’s why you should use tools such as marketing automation to help improve a user’s experience.

Every marketing automation software will have different features, so it is crucial to list the most important requirements of your company and then find a marketing automation software with the features you need.

Our list of top automation software has something for every size company. We hope you find the solution that fits your budget and requirements and provides additional support to your company.

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The Future of Content Success Is Social

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The Future of Content Success Is Social

Here’s a challenge: search “SEO RFP” on Google. Click on the results, and tell me how similar they are.

We did the same thing every other SEO does: We asked, “What words are thematically relevant?” Which themes have my competitors missed?” How can I put them in?” AND “How can I do everything just slightly better than they can?”

Then they do the same, and it becomes a cycle of beating mediocre content with slightly less mediocre content.

When I looked at our high-ranking content, I felt uncomfortable. Yes, it ranked, but it wasn’t overly helpful compared to everything else that ranked.

Ranking isn’t the job to be done; it is just a proxy.

Why would a high-ranking keyword make me feel uncomfortable? Isn’t that the whole freaking job to be done? Not for me. The job to be done is to help educate people, and ranking is a byproduct of doing that well.

I looked at our own content, and I put myself in the seat of a searcher, not an SEO; I looked at the top four rankings and decided that our content felt easy, almost ChatGPT-ish. It was predictable, it was repeatable, and it lacked hot takes and spicy punches.

So, I removed 80% of the content and replaced it with the 38 questions I would ask if I was hiring an SEO. I’m a 25-year SME, and I know what I would be looking for in these turbulent times. I wanted to write the questions that didn’t exist on anything ranking in the top ten. This was a risk, why? Because, semantically, I was going against what Google was likely expecting to see on this topic. This is when Mike King told me about information gain. Google will give you a boost in ranking signals if you bring it new info. Maybe breaking out of the sea of sameness + some social signals could be a key factor in improving rankings on top of doing the traditional SEO work.

What’s worth more?

Ten visits to my SEO RFP post from people to my content via a private procurement WhatsApp group or LinkedIn group?

One hundred people to the same content from search?

I had to make a call, and I was willing to lose rankings (that were getting low traffic but highly valued traffic) to write something that when people read it, they thought enough about it to share it in emails, groups, etc.

SME as the unlock to standout content?

I literally just asked myself, “Wil, what would you ask yourself if you were hiring an SEO company? Then I riffed for 6—8 hours and had tons of chats with ChatGPT. I was asking ChatGPT to get me thinking differently. Things like, “what would create the most value?” I never constrained myself to “what is the search volume,” I started with the riffs.

If I was going to lose my rankings, I had to socially promote it so people knew it existed. That was an unlock, too, if you go this route. It’s work, you are now going to rely on spikes from social, so having a reason to update it and put it back in social is very important.

Most of my “followers” aren’t looking for SEO services as they are digital marketers themselves. So I didn’t expect this post to take off HUGLEY, but given the content, I was shocked at how well it did and how much engagement it got from real actual people.

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7 Things Creators Should Know About Marketing Their Book

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7 Things Creators Should Know About Marketing Their Book

Writing a book is a gargantuan task, and reaching the finish line is a feat equal to summiting a mountain.

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Being position-less secures a marketer’s position for a lifetime

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Optimove Positionless Marketer Optimove

On March 20, 2024, the Position-less Marketer was introduced on MarTech.org and my keynote address at Optimove’s user conference.

Since that initial announcement, we have introduced the term “Position-less Marketer” to hundreds of leading marketing executives and learned that readers and the audience interpreted it in several ways. This article will document a few of those interpretations and clarify what “position-less” means regarding marketing prowess.

As a reminder, data analytics and AI, integrated marketing platforms, automation and more make the Position-less Marketer possible. Plus, new generative AI tools like ChatGPT, Canna-GPT, Github, Copilot and DALL-E offer human access to powerful new capabilities that generate computer code, images, songs and videos, respectively, with human guidance.

Position-less Marketer does not mean a marketer without a role; quite the opposite

Speaking with a senior-level marketer at a global retailer, their first interpretation may be a marketer without a role/position. This was a first-glance definition from more than 60% of the marketers who first heard the term. But on hearing the story and relating it to “be position-less” in other professions, including music and sports, most understood it as a multidimensional marketer — or, as we noted, realizing your multipotentiality. 

One executive said, phrasing position-less in a way that clarified it for me was “unlocking your multidimensionality.” She said, “I like this phrase immensely.” In reality, the word we used was “multipotentiality,” and the fact that she landed on multidimensionality is correct. As we noted, you can do more than one thing.

The other 40% of marketing executives did think of the “Position-less Marketer” as a marketing professional who is not confined or defined by traditional marketing roles or boundaries. In that sense, they are not focused only on branding or digital marketing; instead, they are versatile and agile enough to adjust to the new conditions created by the tools that new technology has to offer. As a result, the Position-less Marketer should be comfortable working across channels, platforms and strategies, integrating different approaches to achieve marketing goals effectively.

Navigating the spectrum: Balancing specialization and Position-less Marketing

Some of the most in-depth feedback came from data analytic experts from consulting firms and Chief Marketing Officers who took a more holistic view.

Most discussions of the “Position-less Marketer” concept began with a nuanced perspective on the dichotomy between entrepreneurial companies and large enterprises.

They noted that entrepreneurial companies are agile and innovative, but lack scalability and efficiency. Conversely, large enterprises excel at execution but struggle with innovation due to rigid processes.

Drawing parallels, many related this to marketing functionality, with specialists excelling in their domain, but needing a more holistic perspective and Position-less Marketers having a broader understanding but needing deep expertise.

Some argued that neither extreme is ideal and emphasized the importance of balancing specialization and generalization based on the company’s growth stage and competitive landscape.

They highlight the need for leaders to protect processes while fostering innovation, citing Steve Jobs’ approach of creating separate teams to drive innovation within Apple. They stress the significance of breaking down silos and encouraging collaboration across functions, even if it means challenging existing paradigms.

Ultimately, these experts recommended adopting a Position-less Marketing approach as a competitive advantage in today’s landscape, where tight specialization is common. They suggest that by connecting dots across different functions, companies can offer unique value to customers. However, they caution against viewing generalization as an absolute solution, emphasizing the importance of context and competitive positioning.

These marketing leaders advocate for a balanced marketing approach that leverages specialization and generalization to drive innovation and competitive advantage while acknowledging the need to adapt strategies based on industry dynamics and competitive positioning.

Be position-less, but not too position-less — realize your multipotentiality

This supports what was noted in the March 20th article: to be position-less, but not too position-less. When we realize our multipotentiality and multidimensionality, we excel as humans. AI becomes an augmentation.

But just because you can individually execute on all cylinders in marketing and perform data analytics, writing, graphics and more from your desktop does not mean you should.

Learn when being position-less is best for the organization and when it isn’t. Just because you can write copy with ChatGPT does not mean you will write with the same skill and finesse as a professional copywriter. So be position-less, but not too position-less.

Position-less vs. being pigeonholed

At the same time, if you are a manager, do not pigeonhole people. Let them spread their wings using today’s latest AI tools for human augmentation.

For managers, finding the right balance between guiding marketing pros to be position-less and, at other times, holding their position as specialists and bringing in specialists from different marketing disciplines will take a lot of work. We are at the beginning of this new era. However, working toward the right balance is a step forward in a new world where humans and AI work hand-in-hand to optimize marketing teams.

We are at a pivot point for the marketing profession. Those who can be position-less and managers who can optimize teams with flawless position-less execution will secure their position for a lifetime.

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