What is marketing automation? Inventory of 25 marketing automation software at home and abroad

This article is nearly 8000 words, and it is strongly recommended to read it slowly after collection. Will take you to fully understand the concept of marketing automation, the core functions of marketing automation, 25 marketing automation software at home and abroad and how to choose the software that suits you. First, what is marketing automation? Marketing automation is a software system that helps enterprises manage and automate marketing tasks. It was put forward by American marketing circles in 1990s, and the all-English course is Marketing Automation (MA). Marketing automation can not only help enterprises to design more effective activities and customer training by using the customer and operation data collected by them, but also help marketers to save time and reduce human errors, ultimately improve marketing efficiency and return on investment, and even make customers get a more satisfactory experience in marketing activities. How to apply marketing automation to the explanation of internationally renowned enterprises? Mainly based on two types of channels, one is external channels such as e-mail, short messages, social media (such as WeChat, Weibo, Tik Tok), and the other is internal channels such as pop-up, push and Webhook notification. The following four functions are the core functions of marketing automation: 1, customer data platform (CDP): all marketing data, such as customer information, behavior, interaction records and so on. 2. Marketing process automation: It is a cross-channel marketing task system, which is used for creation, management and automation, just like the conductor of a band, to improve marketing efficiency and reduce human error. 3. Forecast analysis: It is a data analysis system to test, measure and optimize the return on marketing investment and increase income. Let you know which marketing activities are effective, which are ineffective and which need improvement, and even tell you the probability of users buying through the intelligent scoring system. 4. Marketing technology: including all technologies that help to realize marketing automation, such as landing page construction, applet construction, form creation, etc. Because marketing automation can affect the whole life cycle of customers, marketing automation software is a bit like a lubricant connecting marketing and sales channels. It not only helps to find new customers, but also helps to cultivate these customers in the funnel. 2. What problems can marketing automation software help enterprises solve? Marketing automation system can't help you do marketing, but it can maximize marketing effect, improve efficiency and maximize income. It can help enterprises solve the following problems: 1. The biggest feature of marketing automation is that it can save complicated marketing processes. It can eliminate manual and repetitive tasks, help save a lot of time, automatically handle tactical work, and help marketers invest more resources in formulating strategies, designing content and creatively solving problems. 2. Cross-channel behavior monitoring supports customers to build and improve the journey of scene marketing. Can monitor a wealth of user behavior events or other types of events, through the analysis and judgment of events, can complete scene marketing, support the construction of customer journey; 3. Accurate customer grouping, identification of high-value customers and personalized marketing: users can be grouped and layered based on user data, behavior and consumption data, so as to accurately identify the specific marketing objectives that enterprises need; 4. The ability to reach customers through multiple channels: it can provide some marketing action capabilities including message reaching, such as not only sending recall messages to lost users, but also evaluating the value of leads and completing the distribution of leads; 5. Fine marketing and AB testing can improve the effectiveness of marketing activities. Provide personalized content through appropriate channels in time, and continuously optimize the effect of the activity through AB testing. 6. Improve the customer retention rate. Marketing is a continuous work, getting customers is not the purpose, and keeping customers is equally important. Marketing automation can support loyalty programs, create upselling and cross-selling opportunities, and create other marketing plans to help build strong and lasting customer relationships. 3. What is the best marketing automation software? After understanding the characteristics and functions of marketing automation tools, some well-known marketing automation software are introduced in the domestic and international 10 leaderboards. Here we chose 10 foreign enterprises and 15 domestic enterprises, including B2B marketing, B2C marketing and even the free version. In foreign countries, especially the United States, marketing automation software is almost the standard for marketing departments, so the industry is also quite developed and there are many enterprises. At present, the top 10 of foreign marketing automation software are enterprises: ActiveCampaign, HubSpot, SalesforcePardot, OracleEloqua, Marketo, InfusionsoftbyKeap, Sendinblue, Autopilot, GetResponse and Ontraport. The development of domestic marketing automation is relatively slow, but it has developed rapidly in recent years, and a number of excellent manufacturers have emerged, but the market is still in its infancy. At present, the well-known marketing automation enterprises in China mainly include: 1, and the manufacturers who focus on B2BCRM+ marketing automation: enjoy selling customers and sell easily; 2. SCRM vendors focusing on social media marketing automation: Chenfeng Technology, Tanma, Micro-companion Assistant, Jiatui, and Weisheng; 3. Manufacturers focusing on content and activity marketing: Qu Zhi Baichuan, Covertlab Huiju, Focussend4 and database marketing. Yun, Stroh and China Beth 5. Manufacturers who mainly focus on behavioral data analysis: Ce Shen Data, GrowingIO 5. Foreign marketing automation software 1 Top 01,ActiveCampaign: The best comprehensive marketing automation software in foreign countries is called the customer experience automation platform, which is often rated as one of the best platforms by various foreign media. The cheapest version is $9 per month. Plus a plan to pay $49 a month. Product functions and advantages: ① The marketing automation platform combines CRM solutions with e-mail marketing to provide solutions for sales, marketing and customer support. ② You can not only have an automated marketing workflow, but also label the customers in CRM, and then use these customer information to formulate marketing strategies. ③ form tool can turn people who are interested into potential customers, and also allow the establishment of multi-channel marketing strategies, such as e-mail and social media. ④ Potential customer rating. ActiveCampaign is most suitable for: individual users, small and medium-sized enterprises, e-commerce, customer relationship management, marketing automation, audience segmentation, potential customer rating, social media management, Hubspot: the best automation tool for inbound marketing. HubSpot is one of the most popular and affordable marketing tools abroad. HubSpot marketing platform is mainly based on InboundMarketing, and its functions cover customer service, marketing management and sales management. Its content creation and content optimization functions are considered to be the best in the world. Hubspot can easily and quickly create login pages, emails, etc. , very suitable for content marketing. Of course, HubSpot's marketing center products will also have the basic functions of marketing automation such as automatic workflow and data analysis. Official website: /cx/marketing/OracleEloqua is most suitable for: cross-channel strategy of mail marketing automation of large enterprises in the global market, integration of OracleCRM, clue scoring and training of mail, landing page and form asset management 5. Marketo (the top marketing automation tool for market analysis) Marketo is a professional SaaS software for marketing automation. It can establish a unified marketing and sales cooperation channel and provide e-mail automatic training service. It has the necessary data analysis function to help you track and measure the effect of activities. This is a multifunctional marketing automation software solution that can meet all your needs. The main functions are: automatically grouping users and making targeted automatic marketing strategies; Personalized content recommendation; MarketoABM solution; Data analysis ability, ROI analysis. Please contact their sales team for the price. Official website: /7. Astro SalesDriverSalesDriver (Beijing Astro Consulting Co., Ltd.) was established on 20 12, and is a digital marketing solution service organization. Product function: integrate content marketing, digital conference marketing, sales lead marketing, ABM marketing and other services to achieve marketing growth. Omni-channel data collection integrates official website, SEM, online advertising, WeChat, EDM, offline activities and online activities. Intelligent customer management data integration governance, automatic customer labeling, automatic customer grading, real-time customer portrait. Multi-touch automatic customer cultivation EDM, WeChat and SMS multi-touch automatic customer cultivation. Promote customer conversion. Lead the automatic management of business opportunity allocation, follow-up, feedback and real-time return on investment analysis. Official website: /Stroop is suitable for: big data gets customers. B2B enterprises acquire customers. 8. Sinobes is a digital marketing service provider, whose services mainly include consulting and planning, product technology and operation services. Products mainly include: B2B marketing digital solutions (including online cloud exhibition solutions, content marketing operation management, O2O digital conference solutions, WeChat ecological operation solutions, enterprise live marketing solutions, ABM customer marketing management) B2C marketing digital solutions (including intelligent shopping guide solutions, community marketing, membership marketing). Scene link, which links various marketing scenes and activities live. Low-cost customer acquisition makes customer acquisition more accurate and efficient, and communication costs are low. Full live broadcast, one-stop service before, during and after the meeting. Explore business opportunities, follow up potential customers, clean up clues and score business opportunities. Official website:/Tanma Application: WeChat users 1 1, Ce Shen Data: Marketing Cloud Ce Shen Data is a big data analysis and marketing technical service provider, and its products mainly include three product solutions: marketing cloud, analysis cloud and data basic platform. Through omni-channel data collection and global user ID access, multi-dimensional data analysis of the whole scene, omni-channel accurate user access, main products and advantages: digital marketing platform based on global labels, covering public and private domains, online and offline. Based on all-contact data, a global labeling system is built to help enterprises accurately reach users in all channels such as self-operated platforms and WeChat Ecology, and realize the automation of real-time feedback effect of marketing interaction. Covering omni-channel effective interaction and reach, automatically triggering real-time accurate marketing, opening up the global labeling system of full-contact data, publishing imaginative content creation and management, and intelligently recommending content that meets users' preferences. Official website:/Ce Shen Data Applicability: B2B enterprises that take websites and WeChat Ecology as their customer positions must have certain technical ability to go to official website, H5 websites and small programs for free; As far as possible, there are data analysts 12 and Grovingio, who were founded by data analysis scientist Simon Zhang in 20 15. This product takes intelligent data analysis as the core, builds an intelligent marketing closed loop by building a data growth platform, provides customers with one-stop products and services of "data+analysis+intelligence+operation", enhances data-driven growth capability, and empowers regional business decisions. Main products and services: Direct access to users. By providing automatic marketing, content materials and private domain operation capabilities, we can realize the closed loop of complete operation scenarios from activity creation, strategy design, activity execution to result re-recording, effectively realize the accurate operation of consumers' full link, and help enterprises realize intelligent growth. The marketing process can be flexibly formulated according to user behavior, and rich operation scenario templates can be preset to make the operation easier. Zero threshold assembly personalized customer journey, optional "users do not disturb" mechanism, to achieve "restraint" push time and frequency, to avoid disturbing users. Follow up the effect of the activity in real time, efficiently analyze the resumption of trading after the event to improve the conversion rate, and deeply analyze the marketing conversion link. Support thousands of people and A/B test. Official website: /GrowingIO is suitable: B2B enterprises with websites and WeChat ecology as their customer positions must have their own official website and H5 websites and applets; Must have certain technical ability; Try to have a data analyst. Of course, there are still many companies here that have not been introduced, so I won't introduce them one by one. See above for details. 4. What is the most suitable marketing automation tool for you? The companies on my list are all industry leaders, especially the top ones. But no matter which company, what suits you is the most important selection criterion. If you are looking for free, Sendinblue and HubSpot are good choices. If you want something bigger, such as B2B marketing, PardotbySalesforce or Marketo may be your choice. You can choose domestic customers with the largest product line, and it may be the best choice to cooperate with your own CRM and SCRM. If you just need social media automation, dust front SCRM, horse exploration, etc. It might be more appropriate. If you already have CRM and are looking for email marketing based on content and activities, you can consider all kinds of fun, aggregated and Focussend. Using marketing automation can make your marketers focus on important things, create excellent content, and make your future marketing get twice the result with half the effort through systematic operation. Marketing automation has become the standard product of American marketing department. What are you waiting for? In the digital age, we should not act quickly and start refined digital marketing.