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Marketing automation tools extend the reach of marketing campaigns, creating inbound marketing, a term some vendors use to refer to the strategy of finding prospects for top- to mid-funnel via personalization of pitches derived through analytics tools, which segment customers into different groups for different approaches.\r\n<p class=\"align-center\"><span style=\"font-weight: bold;\">Marketing automation features</span></p>\r\nDigital marketing automation software manages the online element of a marketing campaign, including data analytics that can create more precise personalization of content to individual customers to drive engagement and revenue.\r\nArtificial intelligence (AI) applications such as chatbots can help automate the delivery of that information or direct potential customers to webpages, online documents or forms that help create sales or gauge a potential customer's current or future interest in purchasing a company's goods or services. Marketing manager tools can also administer customer satisfaction and product usage surveys and then collect, measure and segment the response data.\r\nThe main features of marketing automation software typically include:\r\n<ul><li>Account-based marketing</li><li>Analytics for CRM</li><li>Campaign management</li><li>Inbound marketing</li><li>Lead management</li><li>Marketing ROI</li><li>Targeting and segmentation</li><li>Social marketing</li></ul>","materialsDescription":"<h1 class=\"align-center\"><span style=\"font-weight: normal; \">Who should use marketing automation?</span></h1>\r\n<p class=\"align-left\">The beauty of a marketing automation system is that it can help your business maximize on efforts that have already proven successful. Attracting new audiences through the use of effective marketing strategies is step one, but if you want to do more to nurture those people so that they become customers, marketing automation is a good bet.</p>\r\n<h1 class=\"align-center\"><span style=\"font-weight: normal; \">How can marketing automation benefit my business?</span></h1>\r\n<p class=\"align-left\">Marketing software solutions removes the hassle from your marketing strategy and allows you to streamline, automate and evaluate tasks and workflows. Your business will be able to scale its efforts and improve how you target customers.</p>\r\n<h1 class=\"align-center\"><span style=\"font-weight: normal; \">What is marketing automation software?</span></h1>\r\n<p class=\"align-left\">In essence, it’s a set of solutions that automates, streamlines and analyzes marketing-related workflows and engagement to get more leads and qualify them for sales. The idea is the more qualified leads you get the higher the conversion rate and the more revenue you generate. </p>\r\n<p class=\"align-left\">Marketing software programs differ from CRM in that the purpose of marketing automation software is to get top-of-funnel leads, while the latter nurtures middle- and bottom-of-funnel leads. In short, marketing automation qualifies leads to feed into the CRM sales funnel for nurturing prospects to conversion.</p>\r\n<p class=\"align-left\">Marketing automation plugs into a company's CRM system, which, typically, has its own native marketing automation cloud service (such as Salesforce Pardot and Oracle Eloqua). Eloqua will work with other CRM platforms that compete with Oracle's, and Marketo, an independent marketing automation platform, will work with Salesforce, Oracle, Microsoft and other CRM systems. HubSpot also is a popular marketing automation platform that has its own CRM backbone.</p>\r\n<p class=\"align-left\">This becomes important when a company's marketing operations rely on a survey, email, social media or chatbot app for inbound lead-generation efforts that plug into Marketo or Eloqua, which, in turn, allows those marketing processes to continue regardless of which CRM the company uses. In effect, they act as middleware connecting the thousands of niche marketing automation tools and large CRM systems, where a company's customer data resides.</p>\r\n<h1 class=\"align-center\"><span style=\"font-weight: normal; \">What are the types of marketing automation software?<br /></span></h1>\r\n<p class=\"align-left\"><span style=\"font-weight: bold; \">CRM integrated</span>. Many CRM solutions today have multi-channel marketing tools to make lead generation a seamless experience from top-of-funnel to conversion. If not fully packaged, at least the marketing automation and CRM are modularized and have native integration.</p>\r\n<p class=\"align-left\"><span style=\"font-weight: bold; \">Email marketing</span>. Marketing automation has its beginnings with email marketing software. Many mailers are established and have maintained their email marketing UI as their core functionality, but they now offer newer marketing automation features like lead scoring, landing page integration and analytics beyond the open-click metric.</p>\r\n<p class=\"align-left\"><span style=\"font-weight: bold; \">Marketing automation.</span> This is the primary category featuring the standard tools, such as: forms, landing pages, lead scoring, lead database, reporting and analytics and pre-built or integrated email marketing and CRM functions.</p>\r\n<p class=\"align-left\"><span style=\"font-weight: bold; \">Marketing analytics software</span>. They can be standalone apps or modules to a bigger marketing automation system. They lend more powerful analytics to the base system and cross over to the business intelligence category.<br />Social marketing. These are marketing software solutions with focus on social media functionalities such as Twitter and LinkedIn prospecting, brand mention tracking on Facebook and triggered posts on your pages based on your rules for keywords, hashtags or mentions.</p>\r\n<h1 class=\"align-center\"><span style=\"font-weight: normal; \">What does marketing automation software do?</span></h1>\r\n<p class=\"align-left\">Here are the main features of marketing automation technology, which you should look for when subscribing to one.</p>\r\n<p class=\"align-left\"><span style=\"font-weight: bold; \">Lead scoring. </span>Allows you to automatically grade leads based on specific criteria you set, including demographics, prospect behaviors and historical interactions. You assign a weight to each criterion and the system aggregates them to calculate the prospect’s lead score. The lead scores can be segregated by range and automatically funneled to their respective workflows. </p>\r\n<p class=\"align-left\"><span style=\"font-weight: bold; \">Lead database</span>. The lead database captures a qualified prospect’s details and other marketing activities like web visits, email clicks and downloads. This database funnels leads to your CRM sales pipeline and, once converted, into your main customer database. The lead database may also allow for segmentation to help you target groups.</p>\r\n<p class=\"align-left\"><span style=\"font-weight: bold; \">Lead nurturing.</span> Generally runs workflows designed to filter or shortlist prospects, which include managing the processes in email marketing and other channels and capturing data that helps in further qualifying leads.</p>\r\n<p class=\"align-left\"><span style=\"font-weight: bold; \">Email marketing.</span> Business email marketing software allows email drip campaigns and features newsletter and email templates or an editor that lets you design your layout with ease. It allows for mass emails to targeted lists with a tracking tool to view number of opens and click-throughs. It may also feature an advanced tool for triggered emails, which send the right response in real time to specific customer actions.</p>\r\n<p class=\"align-left\"><span style=\"font-weight: bold; \">CRM integration</span>. Once the leads are qualified at the top-of-funnel, they are sent to the sales team; hence, marketing automation software should have seamless CRM integration. The integration can be with a third-party solution or as an add-on to the marketing automation software.</p>\r\n<p class=\"align-left\"><span style=\"font-weight: bold; \">Forms and landing pages.</span> A form is embedded on the landing page to collect lead data, where it is funneled into your database for lead scoring. The landing page can also include dynamic content, where images, texts and calls-to-action are customized to the lead based on profiling like geolocation, industry, job title, previous interactions with you, etc.</p>\r\n<p class=\"align-left\"><span style=\"font-weight: bold; \">Progressive profiling.</span> This is a smart form that delivers the right fields to different leads. A web visitor is analyzed for key details (for example: IP address, source page, Y/N customer) and is led to a series of unique short forms to capture specific data. This feature may also require social credentials for deeper profiling.</p>\r\n<p class=\"align-left\"><span style=\"font-weight: bold; \">Reporting &amp; analytics. </span>You can calculate an individual campaign’s cost and ROI and, generally, your marketing activities, by running analytics on key metrics that are sliced and diced in different ways that include open emails, downloads, lead volume, etc. In conjunction with CRM, you can associate these values against sales metrics like conversion rate, win-loss rate and total sales.</p>\r\n<p class=\"align-left\"><span style=\"font-weight: bold; \">Mobile-optimized. </span>Mobile-optimized landing pages and emails help you target users who access the Internet from their smartphones or tablets. Mobile-optimized also means you can access the system and your data on the go.<br /><br /><br /><br /></p>"}],"characteristics":[],"concurentProducts":[],"jobRoles":[],"organizationalFeatures":[],"complementaryCategories":[],"solutions":[],"materials":[],"useCases":[],"best_practices":[],"values":[],"implementations":[],"valuesByTemplateId":{"65":{"860":{"id":3169,"characteristicId":860,"templateId":65,"value":true},"862":{"id":3170,"characteristicId":862,"templateId":65,"value":true},"864":{"id":3171,"characteristicId":864,"templateId":65,"value":true},"866":{"id":3172,"characteristicId":866,"templateId":65,"value":true},"868":{"id":3173,"characteristicId":868,"templateId":65,"value":"N/A"},"870":{"id":3174,"characteristicId":870,"templateId":65,"value":"N/A"},"872":{"id":3175,"characteristicId":872,"templateId":65,"value":true},"874":{"id":3176,"characteristicId":874,"templateId":65,"value":true},"876":{"id":3177,"characteristicId":876,"templateId":65,"value":"N/A"},"878":{"id":3178,"characteristicId":878,"templateId":65,"value":true},"880":{"id":3179,"characteristicId":880,"templateId":65,"value":true},"882":{"id":3180,"characteristicId":882,"templateId":65,"value":true},"884":{"id":3181,"characteristicId":884,"templateId":65,"value":true},"886":{"id":3182,"characteristicId":886,"templateId":65,"value":true},"888":{"id":3183,"characteristicId":888,"templateId":65,"value":"N/A"},"891":{"id":3184,"characteristicId":891,"templateId":65,"value":true},"893":{"id":3185,"characteristicId":893,"templateId":65,"value":"N/A"},"895":{"id":3186,"characteristicId":895,"templateId":65,"value":true},"897":{"id":3187,"characteristicId":897,"templateId":65,"value":true},"899":{"id":3188,"characteristicId":899,"templateId":65,"value":true},"901":{"id":3189,"characteristicId":901,"templateId":65,"value":true},"903":{"id":3190,"characteristicId":903,"templateId":65,"value":"N/A"},"905":{"id":3191,"characteristicId":905,"templateId":65,"value":"N/A"},"907":{"id":3192,"characteristicId":907,"templateId":65,"value":"N/A"},"909":{"id":3193,"characteristicId":909,"templateId":65,"value":"N/A"},"911":{"id":3194,"characteristicId":911,"templateId":65,"value":true},"913":{"id":3195,"characteristicId":913,"templateId":65,"value":true},"915":{"id":3196,"characteristicId":915,"templateId":65,"value":true},"917":{"id":3197,"characteristicId":917,"templateId":65,"value":true},"919":{"id":3198,"characteristicId":919,"templateId":65,"value":true}}}},{"id":1924,"logoURL":"https://old.roi4cio.com/fileadmin/user_upload/Autopilot.png","logo":true,"scheme":false,"title":"Autopilot Marketing Automation Software","vendorVerified":0,"rating":"1.00","implementationsCount":0,"suppliersCount":0,"alias":"autopilot-marketing-automation-software","companyTypes":[],"description":"<p>Autopilot is a visual marketing software that enables users to create manage marketing campaigns and lead conversions. The product offers multi-channel marketing capabilities, such as online, email, in-app, SMS and snail mail communications.</p>\r\n<p>Features include capturing leads from multiple websites, blogs or apps, organizing leads into different lists or folders and contact management that can sync with users' existing customer relationship management (CRM) systems.</p>\r\n<p>Autopilot offers a drag-and-drop interface that allows users to automate marketing workflows and send personalized messages, thank you postcards and SMS messages. Autopilot also offers other capabilities such as viewing user activities in real-time and monitoring campaign return on investment (ROI) with reporting features.</p>\r\n<p>Autopilot offers integration with different third-party applications, such as Salesforce CRM Segment, InsideView, Twilio, Slack, GoodData and Zapier.</p>\r\n<p>Autopilot offers per-month subscription pricing and is available in two pricing plans - &ldquo;Base&rdquo; and &ldquo;Business&rdquo;. Support options include online and knowledge base.</p>","shortDescription":"Autopilot is a cloud-based software tool for your company’s multi-channel marketing automation needs","type":null,"isRoiCalculatorAvaliable":false,"isConfiguratorAvaliable":false,"bonus":100,"usingCount":0,"sellingCount":0,"discontinued":0,"rebateForPoc":0,"rebate":0,"seo":{"title":"Autopilot Marketing Automation Software","keywords":"","description":"<p>Autopilot is a visual marketing software that enables users to create manage marketing campaigns and lead conversions. The product offers multi-channel marketing capabilities, such as online, email, in-app, SMS and snail mail communications.</p>\r\n<p>Feature","og:title":"Autopilot Marketing Automation Software","og:description":"<p>Autopilot is a visual marketing software that enables users to create manage marketing campaigns and lead conversions. The product offers multi-channel marketing capabilities, such as online, email, in-app, SMS and snail mail communications.</p>\r\n<p>Feature","og:image":"https://old.roi4cio.com/fileadmin/user_upload/Autopilot.png"},"eventUrl":"","translationId":1924,"dealDetails":null,"roi":null,"price":null,"bonusForReference":null,"templateData":[],"testingArea":"","categories":[{"id":820,"title":"Marketing Automation","alias":"marketing-automation","description":"Marketing automation refers to software platforms and technologies designed for marketing departments and organizations to more effectively market on multiple channels online (such as email, social media, websites, etc.) and automate repetitive tasks.\r\nMarketing departments, consultants and part-time marketing employees benefit by specifying criteria and outcomes for tasks and processes which are then interpreted, stored and executed by digital marketing software, which increases efficiency and reduces human error. Originally focused on email marketing automation, marketing automation now refers to a broad range of automation and analytic tools for marketing, especially inbound marketing. Marketing Automation platforms are used as a hosted or web-based solution, and no software installation is required by the customer.\r\nThe reason for using a marketing automation platform is to streamline sales and marketing organizations by replacing high-touch, repetitive manual processes with automated solutions.\r\nMarketing automation is a platform that marketers use to plan, coordinate, manage and measure all of their marketing campaigns, both online and offline. It is often used along with lifecycle marketing strategy to closely manage and nurture generated leads, aiming to convert leads into customers.\r\nMarketing automation is a type of software that allows companies to effectively target customers with automated marketing messages across channels including email, websites, social media and text messages to generate sales leads. The technology is a segment of customer relationship management, or CRM, and is typically used by marketing departments as a way to remove repetitive tasks from staff workflows and increase overall marketing efficiency.\r\nOften, a brand will use multiple marketing automation tools, referred to as the marketing technology or martech — stack. These automation platforms assist in lead generation via email marketing, chatbots hosted on social media or websites, and other channels such as short message service (SMS) text. Marketing automation tools extend the reach of marketing campaigns, creating inbound marketing, a term some vendors use to refer to the strategy of finding prospects for top- to mid-funnel via personalization of pitches derived through analytics tools, which segment customers into different groups for different approaches.\r\n<p class=\"align-center\"><span style=\"font-weight: bold;\">Marketing automation features</span></p>\r\nDigital marketing automation software manages the online element of a marketing campaign, including data analytics that can create more precise personalization of content to individual customers to drive engagement and revenue.\r\nArtificial intelligence (AI) applications such as chatbots can help automate the delivery of that information or direct potential customers to webpages, online documents or forms that help create sales or gauge a potential customer's current or future interest in purchasing a company's goods or services. Marketing manager tools can also administer customer satisfaction and product usage surveys and then collect, measure and segment the response data.\r\nThe main features of marketing automation software typically include:\r\n<ul><li>Account-based marketing</li><li>Analytics for CRM</li><li>Campaign management</li><li>Inbound marketing</li><li>Lead management</li><li>Marketing ROI</li><li>Targeting and segmentation</li><li>Social marketing</li></ul>","materialsDescription":"<h1 class=\"align-center\"><span style=\"font-weight: normal; \">Who should use marketing automation?</span></h1>\r\n<p class=\"align-left\">The beauty of a marketing automation system is that it can help your business maximize on efforts that have already proven successful. Attracting new audiences through the use of effective marketing strategies is step one, but if you want to do more to nurture those people so that they become customers, marketing automation is a good bet.</p>\r\n<h1 class=\"align-center\"><span style=\"font-weight: normal; \">How can marketing automation benefit my business?</span></h1>\r\n<p class=\"align-left\">Marketing software solutions removes the hassle from your marketing strategy and allows you to streamline, automate and evaluate tasks and workflows. Your business will be able to scale its efforts and improve how you target customers.</p>\r\n<h1 class=\"align-center\"><span style=\"font-weight: normal; \">What is marketing automation software?</span></h1>\r\n<p class=\"align-left\">In essence, it’s a set of solutions that automates, streamlines and analyzes marketing-related workflows and engagement to get more leads and qualify them for sales. The idea is the more qualified leads you get the higher the conversion rate and the more revenue you generate. </p>\r\n<p class=\"align-left\">Marketing software programs differ from CRM in that the purpose of marketing automation software is to get top-of-funnel leads, while the latter nurtures middle- and bottom-of-funnel leads. In short, marketing automation qualifies leads to feed into the CRM sales funnel for nurturing prospects to conversion.</p>\r\n<p class=\"align-left\">Marketing automation plugs into a company's CRM system, which, typically, has its own native marketing automation cloud service (such as Salesforce Pardot and Oracle Eloqua). Eloqua will work with other CRM platforms that compete with Oracle's, and Marketo, an independent marketing automation platform, will work with Salesforce, Oracle, Microsoft and other CRM systems. HubSpot also is a popular marketing automation platform that has its own CRM backbone.</p>\r\n<p class=\"align-left\">This becomes important when a company's marketing operations rely on a survey, email, social media or chatbot app for inbound lead-generation efforts that plug into Marketo or Eloqua, which, in turn, allows those marketing processes to continue regardless of which CRM the company uses. In effect, they act as middleware connecting the thousands of niche marketing automation tools and large CRM systems, where a company's customer data resides.</p>\r\n<h1 class=\"align-center\"><span style=\"font-weight: normal; \">What are the types of marketing automation software?<br /></span></h1>\r\n<p class=\"align-left\"><span style=\"font-weight: bold; \">CRM integrated</span>. Many CRM solutions today have multi-channel marketing tools to make lead generation a seamless experience from top-of-funnel to conversion. If not fully packaged, at least the marketing automation and CRM are modularized and have native integration.</p>\r\n<p class=\"align-left\"><span style=\"font-weight: bold; \">Email marketing</span>. Marketing automation has its beginnings with email marketing software. Many mailers are established and have maintained their email marketing UI as their core functionality, but they now offer newer marketing automation features like lead scoring, landing page integration and analytics beyond the open-click metric.</p>\r\n<p class=\"align-left\"><span style=\"font-weight: bold; \">Marketing automation.</span> This is the primary category featuring the standard tools, such as: forms, landing pages, lead scoring, lead database, reporting and analytics and pre-built or integrated email marketing and CRM functions.</p>\r\n<p class=\"align-left\"><span style=\"font-weight: bold; \">Marketing analytics software</span>. They can be standalone apps or modules to a bigger marketing automation system. They lend more powerful analytics to the base system and cross over to the business intelligence category.<br />Social marketing. These are marketing software solutions with focus on social media functionalities such as Twitter and LinkedIn prospecting, brand mention tracking on Facebook and triggered posts on your pages based on your rules for keywords, hashtags or mentions.</p>\r\n<h1 class=\"align-center\"><span style=\"font-weight: normal; \">What does marketing automation software do?</span></h1>\r\n<p class=\"align-left\">Here are the main features of marketing automation technology, which you should look for when subscribing to one.</p>\r\n<p class=\"align-left\"><span style=\"font-weight: bold; \">Lead scoring. </span>Allows you to automatically grade leads based on specific criteria you set, including demographics, prospect behaviors and historical interactions. You assign a weight to each criterion and the system aggregates them to calculate the prospect’s lead score. The lead scores can be segregated by range and automatically funneled to their respective workflows. </p>\r\n<p class=\"align-left\"><span style=\"font-weight: bold; \">Lead database</span>. The lead database captures a qualified prospect’s details and other marketing activities like web visits, email clicks and downloads. This database funnels leads to your CRM sales pipeline and, once converted, into your main customer database. The lead database may also allow for segmentation to help you target groups.</p>\r\n<p class=\"align-left\"><span style=\"font-weight: bold; \">Lead nurturing.</span> Generally runs workflows designed to filter or shortlist prospects, which include managing the processes in email marketing and other channels and capturing data that helps in further qualifying leads.</p>\r\n<p class=\"align-left\"><span style=\"font-weight: bold; \">Email marketing.</span> Business email marketing software allows email drip campaigns and features newsletter and email templates or an editor that lets you design your layout with ease. It allows for mass emails to targeted lists with a tracking tool to view number of opens and click-throughs. It may also feature an advanced tool for triggered emails, which send the right response in real time to specific customer actions.</p>\r\n<p class=\"align-left\"><span style=\"font-weight: bold; \">CRM integration</span>. Once the leads are qualified at the top-of-funnel, they are sent to the sales team; hence, marketing automation software should have seamless CRM integration. The integration can be with a third-party solution or as an add-on to the marketing automation software.</p>\r\n<p class=\"align-left\"><span style=\"font-weight: bold; \">Forms and landing pages.</span> A form is embedded on the landing page to collect lead data, where it is funneled into your database for lead scoring. The landing page can also include dynamic content, where images, texts and calls-to-action are customized to the lead based on profiling like geolocation, industry, job title, previous interactions with you, etc.</p>\r\n<p class=\"align-left\"><span style=\"font-weight: bold; \">Progressive profiling.</span> This is a smart form that delivers the right fields to different leads. A web visitor is analyzed for key details (for example: IP address, source page, Y/N customer) and is led to a series of unique short forms to capture specific data. This feature may also require social credentials for deeper profiling.</p>\r\n<p class=\"align-left\"><span style=\"font-weight: bold; \">Reporting &amp; analytics. </span>You can calculate an individual campaign’s cost and ROI and, generally, your marketing activities, by running analytics on key metrics that are sliced and diced in different ways that include open emails, downloads, lead volume, etc. In conjunction with CRM, you can associate these values against sales metrics like conversion rate, win-loss rate and total sales.</p>\r\n<p class=\"align-left\"><span style=\"font-weight: bold; \">Mobile-optimized. </span>Mobile-optimized landing pages and emails help you target users who access the Internet from their smartphones or tablets. Mobile-optimized also means you can access the system and your data on the go.<br /><br /><br /><br /></p>"}],"characteristics":[],"concurentProducts":[],"jobRoles":[],"organizationalFeatures":[],"complementaryCategories":[],"solutions":[],"materials":[],"useCases":[],"best_practices":[],"values":[],"implementations":[],"valuesByTemplateId":{"65":{"860":{"id":3139,"characteristicId":860,"templateId":65,"value":"N/A"},"862":{"id":3140,"characteristicId":862,"templateId":65,"value":true},"864":{"id":3141,"characteristicId":864,"templateId":65,"value":true},"866":{"id":3142,"characteristicId":866,"templateId":65,"value":true},"868":{"id":3143,"characteristicId":868,"templateId":65,"value":"N/A"},"870":{"id":3144,"characteristicId":870,"templateId":65,"value":"N/A"},"872":{"id":3145,"characteristicId":872,"templateId":65,"value":"N/A"},"874":{"id":3146,"characteristicId":874,"templateId":65,"value":"N/A"},"876":{"id":3147,"characteristicId":876,"templateId":65,"value":"N/A"},"878":{"id":3148,"characteristicId":878,"templateId":65,"value":true},"880":{"id":3149,"characteristicId":880,"templateId":65,"value":"N/A"},"882":{"id":3150,"characteristicId":882,"templateId":65,"value":true},"884":{"id":3151,"characteristicId":884,"templateId":65,"value":true},"886":{"id":3152,"characteristicId":886,"templateId":65,"value":true},"888":{"id":3153,"characteristicId":888,"templateId":65,"value":"N/A"},"891":{"id":3154,"characteristicId":891,"templateId":65,"value":"N/A"},"893":{"id":3155,"characteristicId":893,"templateId":65,"value":"N/A"},"895":{"id":3156,"characteristicId":895,"templateId":65,"value":true},"897":{"id":3157,"characteristicId":897,"templateId":65,"value":"N/A"},"899":{"id":3158,"characteristicId":899,"templateId":65,"value":"N/A"},"901":{"id":3159,"characteristicId":901,"templateId":65,"value":true},"903":{"id":3160,"characteristicId":903,"templateId":65,"value":true},"905":{"id":3161,"characteristicId":905,"templateId":65,"value":true},"907":{"id":3162,"characteristicId":907,"templateId":65,"value":"N/A"},"909":{"id":3163,"characteristicId":909,"templateId":65,"value":"N/A"},"911":{"id":3164,"characteristicId":911,"templateId":65,"value":true},"913":{"id":3165,"characteristicId":913,"templateId":65,"value":true},"915":{"id":3166,"characteristicId":915,"templateId":65,"value":true},"917":{"id":3167,"characteristicId":917,"templateId":65,"value":"N/A"},"919":{"id":3168,"characteristicId":919,"templateId":65,"value":"N/A"}}}},{"id":2043,"logoURL":"https://old.roi4cio.com/fileadmin/user_upload/hubspot.png","logo":true,"scheme":false,"title":"HubSpot Marketing","vendorVerified":0,"rating":"1.00","implementationsCount":0,"suppliersCount":0,"alias":"hubspot-marketing","companyTypes":[],"description":"<p>All-in-One Inbound Marketing Software will help your team grow traffic, convert leads, and track your entire funnel in one place.</p>\r\n<p><span style=\"font-weight: bold;\">Build and Modify Your Website Without IT</span></p>\r\n<p>Drag and drop your way to polished web pages, blog posts, landing pages, and email templates. Editing your content and modifying your designs is just as simple. And you&rsquo;ll be ready for visitors from any device because your templates are responsive out of the box.</p>\r\n<p><span style=\"font-weight: bold;\">Get Your Content in Front of the Right People</span></p>\r\n<p>Create a content strategy that adapts to the way modern search works, and easily publish blog content without the hassle of formatting. Get real-time SEO suggestions, and publish to social media at optimal times to reach the right influencers and followers. Serve up relevant content, images, headlines, and CTAs based on past behaviors.</p>\r\n<p><span style=\"font-weight: bold;\">Drive More Traffic to Key Landing Pages</span></p>\r\n<p>Design calls-to-action your visitors can&rsquo;t help but click and personalize messaging based on location, traffic source, device, persona, and more &ndash; no coding required.</p>\r\n<p><span style=\"font-weight: bold;\">Convert More Visitors Into Qualified Leads</span></p>\r\n<p>Launch professional-looking landing pages in seconds without relying on a web developer, attach a form with a single click, and run A/B tests to increase conversions over time. Engage with interested website visitors in real time with live chat.</p>\r\n<p><span style=\"font-weight: bold;\">Turn Leads Into Customers With Less Effort</span></p>\r\n<p>Give each lead a personalized path to purchase. With drip campaigns, you can queue up a series of emails that give leads everything they need to become paying customers. And every interaction with your content can trigger the perfect follow-up or next step automatically.</p>\r\n<p><span style=\"font-weight: bold;\">Track Customers and Report Your Impact on the Bottom Line</span></p>\r\n<p>Connect with HubSpot CRM or Salesforce to automatically record and organize every interaction customers have with your brand. Use this data to confidently report on how each marketing campaign and asset contributes to sales.</p>\r\n<p>The Software includes:</p>\r\n<ul>\r\n<li>Blogging</li>\r\n<li>Landing Pages</li>\r\n<li>Email</li>\r\n<li>Marketing Automation</li>\r\n<li>Lead Management</li>\r\n<li>Analytics</li>\r\n<li>CMS</li>\r\n<li>Social Media</li>\r\n<li>SEO</li>\r\n<li>Calls-to-Action</li>\r\n<li>Ads</li>\r\n<li>Salesforce Integration</li>\r\n</ul>\r\n<p>&nbsp;</p>","shortDescription":"All-in-One Inbound Marketing Software will help your team grow traffic, convert leads, and track your entire funnel in one place.","type":null,"isRoiCalculatorAvaliable":false,"isConfiguratorAvaliable":false,"bonus":100,"usingCount":14,"sellingCount":6,"discontinued":0,"rebateForPoc":0,"rebate":0,"seo":{"title":"HubSpot Marketing","keywords":"","description":"<p>All-in-One Inbound Marketing Software will help your team grow traffic, convert leads, and track your entire funnel in one place.</p>\r\n<p><span style=\"font-weight: bold;\">Build and Modify Your Website Without IT</span></p>\r\n<p>Drag and drop your way to poli","og:title":"HubSpot Marketing","og:description":"<p>All-in-One Inbound Marketing Software will help your team grow traffic, convert leads, and track your entire funnel in one place.</p>\r\n<p><span style=\"font-weight: bold;\">Build and Modify Your Website Without IT</span></p>\r\n<p>Drag and drop your way to poli","og:image":"https://old.roi4cio.com/fileadmin/user_upload/hubspot.png"},"eventUrl":"","translationId":2044,"dealDetails":null,"roi":null,"price":null,"bonusForReference":null,"templateData":[],"testingArea":"","categories":[{"id":820,"title":"Marketing Automation","alias":"marketing-automation","description":"Marketing automation refers to software platforms and technologies designed for marketing departments and organizations to more effectively market on multiple channels online (such as email, social media, websites, etc.) and automate repetitive tasks.\r\nMarketing departments, consultants and part-time marketing employees benefit by specifying criteria and outcomes for tasks and processes which are then interpreted, stored and executed by digital marketing software, which increases efficiency and reduces human error. Originally focused on email marketing automation, marketing automation now refers to a broad range of automation and analytic tools for marketing, especially inbound marketing. Marketing Automation platforms are used as a hosted or web-based solution, and no software installation is required by the customer.\r\nThe reason for using a marketing automation platform is to streamline sales and marketing organizations by replacing high-touch, repetitive manual processes with automated solutions.\r\nMarketing automation is a platform that marketers use to plan, coordinate, manage and measure all of their marketing campaigns, both online and offline. It is often used along with lifecycle marketing strategy to closely manage and nurture generated leads, aiming to convert leads into customers.\r\nMarketing automation is a type of software that allows companies to effectively target customers with automated marketing messages across channels including email, websites, social media and text messages to generate sales leads. The technology is a segment of customer relationship management, or CRM, and is typically used by marketing departments as a way to remove repetitive tasks from staff workflows and increase overall marketing efficiency.\r\nOften, a brand will use multiple marketing automation tools, referred to as the marketing technology or martech — stack. These automation platforms assist in lead generation via email marketing, chatbots hosted on social media or websites, and other channels such as short message service (SMS) text. Marketing automation tools extend the reach of marketing campaigns, creating inbound marketing, a term some vendors use to refer to the strategy of finding prospects for top- to mid-funnel via personalization of pitches derived through analytics tools, which segment customers into different groups for different approaches.\r\n<p class=\"align-center\"><span style=\"font-weight: bold;\">Marketing automation features</span></p>\r\nDigital marketing automation software manages the online element of a marketing campaign, including data analytics that can create more precise personalization of content to individual customers to drive engagement and revenue.\r\nArtificial intelligence (AI) applications such as chatbots can help automate the delivery of that information or direct potential customers to webpages, online documents or forms that help create sales or gauge a potential customer's current or future interest in purchasing a company's goods or services. Marketing manager tools can also administer customer satisfaction and product usage surveys and then collect, measure and segment the response data.\r\nThe main features of marketing automation software typically include:\r\n<ul><li>Account-based marketing</li><li>Analytics for CRM</li><li>Campaign management</li><li>Inbound marketing</li><li>Lead management</li><li>Marketing ROI</li><li>Targeting and segmentation</li><li>Social marketing</li></ul>","materialsDescription":"<h1 class=\"align-center\"><span style=\"font-weight: normal; \">Who should use marketing automation?</span></h1>\r\n<p class=\"align-left\">The beauty of a marketing automation system is that it can help your business maximize on efforts that have already proven successful. Attracting new audiences through the use of effective marketing strategies is step one, but if you want to do more to nurture those people so that they become customers, marketing automation is a good bet.</p>\r\n<h1 class=\"align-center\"><span style=\"font-weight: normal; \">How can marketing automation benefit my business?</span></h1>\r\n<p class=\"align-left\">Marketing software solutions removes the hassle from your marketing strategy and allows you to streamline, automate and evaluate tasks and workflows. Your business will be able to scale its efforts and improve how you target customers.</p>\r\n<h1 class=\"align-center\"><span style=\"font-weight: normal; \">What is marketing automation software?</span></h1>\r\n<p class=\"align-left\">In essence, it’s a set of solutions that automates, streamlines and analyzes marketing-related workflows and engagement to get more leads and qualify them for sales. The idea is the more qualified leads you get the higher the conversion rate and the more revenue you generate. </p>\r\n<p class=\"align-left\">Marketing software programs differ from CRM in that the purpose of marketing automation software is to get top-of-funnel leads, while the latter nurtures middle- and bottom-of-funnel leads. In short, marketing automation qualifies leads to feed into the CRM sales funnel for nurturing prospects to conversion.</p>\r\n<p class=\"align-left\">Marketing automation plugs into a company's CRM system, which, typically, has its own native marketing automation cloud service (such as Salesforce Pardot and Oracle Eloqua). Eloqua will work with other CRM platforms that compete with Oracle's, and Marketo, an independent marketing automation platform, will work with Salesforce, Oracle, Microsoft and other CRM systems. HubSpot also is a popular marketing automation platform that has its own CRM backbone.</p>\r\n<p class=\"align-left\">This becomes important when a company's marketing operations rely on a survey, email, social media or chatbot app for inbound lead-generation efforts that plug into Marketo or Eloqua, which, in turn, allows those marketing processes to continue regardless of which CRM the company uses. In effect, they act as middleware connecting the thousands of niche marketing automation tools and large CRM systems, where a company's customer data resides.</p>\r\n<h1 class=\"align-center\"><span style=\"font-weight: normal; \">What are the types of marketing automation software?<br /></span></h1>\r\n<p class=\"align-left\"><span style=\"font-weight: bold; \">CRM integrated</span>. Many CRM solutions today have multi-channel marketing tools to make lead generation a seamless experience from top-of-funnel to conversion. If not fully packaged, at least the marketing automation and CRM are modularized and have native integration.</p>\r\n<p class=\"align-left\"><span style=\"font-weight: bold; \">Email marketing</span>. Marketing automation has its beginnings with email marketing software. Many mailers are established and have maintained their email marketing UI as their core functionality, but they now offer newer marketing automation features like lead scoring, landing page integration and analytics beyond the open-click metric.</p>\r\n<p class=\"align-left\"><span style=\"font-weight: bold; \">Marketing automation.</span> This is the primary category featuring the standard tools, such as: forms, landing pages, lead scoring, lead database, reporting and analytics and pre-built or integrated email marketing and CRM functions.</p>\r\n<p class=\"align-left\"><span style=\"font-weight: bold; \">Marketing analytics software</span>. They can be standalone apps or modules to a bigger marketing automation system. They lend more powerful analytics to the base system and cross over to the business intelligence category.<br />Social marketing. These are marketing software solutions with focus on social media functionalities such as Twitter and LinkedIn prospecting, brand mention tracking on Facebook and triggered posts on your pages based on your rules for keywords, hashtags or mentions.</p>\r\n<h1 class=\"align-center\"><span style=\"font-weight: normal; \">What does marketing automation software do?</span></h1>\r\n<p class=\"align-left\">Here are the main features of marketing automation technology, which you should look for when subscribing to one.</p>\r\n<p class=\"align-left\"><span style=\"font-weight: bold; \">Lead scoring. </span>Allows you to automatically grade leads based on specific criteria you set, including demographics, prospect behaviors and historical interactions. You assign a weight to each criterion and the system aggregates them to calculate the prospect’s lead score. The lead scores can be segregated by range and automatically funneled to their respective workflows. </p>\r\n<p class=\"align-left\"><span style=\"font-weight: bold; \">Lead database</span>. The lead database captures a qualified prospect’s details and other marketing activities like web visits, email clicks and downloads. This database funnels leads to your CRM sales pipeline and, once converted, into your main customer database. The lead database may also allow for segmentation to help you target groups.</p>\r\n<p class=\"align-left\"><span style=\"font-weight: bold; \">Lead nurturing.</span> Generally runs workflows designed to filter or shortlist prospects, which include managing the processes in email marketing and other channels and capturing data that helps in further qualifying leads.</p>\r\n<p class=\"align-left\"><span style=\"font-weight: bold; \">Email marketing.</span> Business email marketing software allows email drip campaigns and features newsletter and email templates or an editor that lets you design your layout with ease. It allows for mass emails to targeted lists with a tracking tool to view number of opens and click-throughs. It may also feature an advanced tool for triggered emails, which send the right response in real time to specific customer actions.</p>\r\n<p class=\"align-left\"><span style=\"font-weight: bold; \">CRM integration</span>. Once the leads are qualified at the top-of-funnel, they are sent to the sales team; hence, marketing automation software should have seamless CRM integration. The integration can be with a third-party solution or as an add-on to the marketing automation software.</p>\r\n<p class=\"align-left\"><span style=\"font-weight: bold; \">Forms and landing pages.</span> A form is embedded on the landing page to collect lead data, where it is funneled into your database for lead scoring. The landing page can also include dynamic content, where images, texts and calls-to-action are customized to the lead based on profiling like geolocation, industry, job title, previous interactions with you, etc.</p>\r\n<p class=\"align-left\"><span style=\"font-weight: bold; \">Progressive profiling.</span> This is a smart form that delivers the right fields to different leads. A web visitor is analyzed for key details (for example: IP address, source page, Y/N customer) and is led to a series of unique short forms to capture specific data. This feature may also require social credentials for deeper profiling.</p>\r\n<p class=\"align-left\"><span style=\"font-weight: bold; \">Reporting &amp; analytics. </span>You can calculate an individual campaign’s cost and ROI and, generally, your marketing activities, by running analytics on key metrics that are sliced and diced in different ways that include open emails, downloads, lead volume, etc. In conjunction with CRM, you can associate these values against sales metrics like conversion rate, win-loss rate and total sales.</p>\r\n<p class=\"align-left\"><span style=\"font-weight: bold; \">Mobile-optimized. </span>Mobile-optimized landing pages and emails help you target users who access the Internet from their smartphones or tablets. Mobile-optimized also means you can access the system and your data on the go.<br /><br /><br /><br /></p>"}],"characteristics":[],"concurentProducts":[],"jobRoles":[],"organizationalFeatures":[],"complementaryCategories":[],"solutions":[],"materials":[],"useCases":[],"best_practices":[],"values":[],"implementations":[],"valuesByTemplateId":{"65":{"860":{"id":3019,"characteristicId":860,"templateId":65,"value":true},"862":{"id":3020,"characteristicId":862,"templateId":65,"value":true},"864":{"id":3021,"characteristicId":864,"templateId":65,"value":true},"866":{"id":3022,"characteristicId":866,"templateId":65,"value":true},"868":{"id":3023,"characteristicId":868,"templateId":65,"value":"N/A"},"870":{"id":3024,"characteristicId":870,"templateId":65,"value":true},"872":{"id":3025,"characteristicId":872,"templateId":65,"value":"N/A"},"874":{"id":3026,"characteristicId":874,"templateId":65,"value":"N/A"},"876":{"id":3027,"characteristicId":876,"templateId":65,"value":"N/A"},"878":{"id":3028,"characteristicId":878,"templateId":65,"value":"N/A"},"880":{"id":3029,"characteristicId":880,"templateId":65,"value":"N/A"},"882":{"id":3030,"characteristicId":882,"templateId":65,"value":"N/A"},"884":{"id":3031,"characteristicId":884,"templateId":65,"value":true},"886":{"id":3032,"characteristicId":886,"templateId":65,"value":true},"888":{"id":3033,"characteristicId":888,"templateId":65,"value":true},"891":{"id":3034,"characteristicId":891,"templateId":65,"value":true},"893":{"id":3035,"characteristicId":893,"templateId":65,"value":"N/A"},"895":{"id":3036,"characteristicId":895,"templateId":65,"value":true},"897":{"id":3037,"characteristicId":897,"templateId":65,"value":true},"899":{"id":3038,"characteristicId":899,"templateId":65,"value":"N/A"},"901":{"id":3039,"characteristicId":901,"templateId":65,"value":true},"903":{"id":3040,"characteristicId":903,"templateId":65,"value":true},"905":{"id":3041,"characteristicId":905,"templateId":65,"value":true},"907":{"id":3042,"characteristicId":907,"templateId":65,"value":"N/A"},"909":{"id":3043,"characteristicId":909,"templateId":65,"value":"N/A"},"911":{"id":3044,"characteristicId":911,"templateId":65,"value":true},"913":{"id":3045,"characteristicId":913,"templateId":65,"value":true},"915":{"id":3046,"characteristicId":915,"templateId":65,"value":true},"917":{"id":3047,"characteristicId":917,"templateId":65,"value":"N/A"},"919":{"id":3048,"characteristicId":919,"templateId":65,"value":"N/A"}}}},{"id":1921,"logoURL":"https://old.roi4cio.com/fileadmin/user_upload/Infusionsoft-logo.jpg","logo":true,"scheme":false,"title":"Infusionsoft Marketing Automation","vendorVerified":0,"rating":"1.00","implementationsCount":0,"suppliersCount":0,"alias":"infusionsoft-marketing-automation","companyTypes":[],"description":"<p>Infusionsoft is the leading sales and marketing software for small business owners that helps them get organized, grow sales and save time. 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It&rsquo;s the easiest way to grow sales and save time.</p>\r\n<p>The platform can create and host Web forms and links, execute automated campaigns and track ROIs, provides real-time customer updates for sales, lets users manage customer databases, and includes e-commerce functionality letting users manage shopping carts, product pages, dynamic discounts and coupon codes.</p>","shortDescription":"Infusionsoft helps small businesses automate their sales and marketing with out growing your staff.","type":null,"isRoiCalculatorAvaliable":false,"isConfiguratorAvaliable":false,"bonus":100,"usingCount":17,"sellingCount":7,"discontinued":0,"rebateForPoc":0,"rebate":0,"seo":{"title":"Infusionsoft Marketing Automation","keywords":"","description":"<p>Infusionsoft is the leading sales and marketing software for small business owners that helps them get organized, grow sales and save time. Infusionsoft makes it easy to create and execute a sales and marketing strategy; centralize customer interactions; ca","og:title":"Infusionsoft Marketing Automation","og:description":"<p>Infusionsoft is the leading sales and marketing software for small business owners that helps them get organized, grow sales and save time. Infusionsoft makes it easy to create and execute a sales and marketing strategy; centralize customer interactions; ca","og:image":"https://old.roi4cio.com/fileadmin/user_upload/Infusionsoft-logo.jpg"},"eventUrl":"","translationId":1922,"dealDetails":null,"roi":null,"price":null,"bonusForReference":null,"templateData":[],"testingArea":"","categories":[{"id":820,"title":"Marketing Automation","alias":"marketing-automation","description":"Marketing automation refers to software platforms and technologies designed for marketing departments and organizations to more effectively market on multiple channels online (such as email, social media, websites, etc.) and automate repetitive tasks.\r\nMarketing departments, consultants and part-time marketing employees benefit by specifying criteria and outcomes for tasks and processes which are then interpreted, stored and executed by digital marketing software, which increases efficiency and reduces human error. Originally focused on email marketing automation, marketing automation now refers to a broad range of automation and analytic tools for marketing, especially inbound marketing. Marketing Automation platforms are used as a hosted or web-based solution, and no software installation is required by the customer.\r\nThe reason for using a marketing automation platform is to streamline sales and marketing organizations by replacing high-touch, repetitive manual processes with automated solutions.\r\nMarketing automation is a platform that marketers use to plan, coordinate, manage and measure all of their marketing campaigns, both online and offline. It is often used along with lifecycle marketing strategy to closely manage and nurture generated leads, aiming to convert leads into customers.\r\nMarketing automation is a type of software that allows companies to effectively target customers with automated marketing messages across channels including email, websites, social media and text messages to generate sales leads. The technology is a segment of customer relationship management, or CRM, and is typically used by marketing departments as a way to remove repetitive tasks from staff workflows and increase overall marketing efficiency.\r\nOften, a brand will use multiple marketing automation tools, referred to as the marketing technology or martech — stack. These automation platforms assist in lead generation via email marketing, chatbots hosted on social media or websites, and other channels such as short message service (SMS) text. Marketing automation tools extend the reach of marketing campaigns, creating inbound marketing, a term some vendors use to refer to the strategy of finding prospects for top- to mid-funnel via personalization of pitches derived through analytics tools, which segment customers into different groups for different approaches.\r\n<p class=\"align-center\"><span style=\"font-weight: bold;\">Marketing automation features</span></p>\r\nDigital marketing automation software manages the online element of a marketing campaign, including data analytics that can create more precise personalization of content to individual customers to drive engagement and revenue.\r\nArtificial intelligence (AI) applications such as chatbots can help automate the delivery of that information or direct potential customers to webpages, online documents or forms that help create sales or gauge a potential customer's current or future interest in purchasing a company's goods or services. Marketing manager tools can also administer customer satisfaction and product usage surveys and then collect, measure and segment the response data.\r\nThe main features of marketing automation software typically include:\r\n<ul><li>Account-based marketing</li><li>Analytics for CRM</li><li>Campaign management</li><li>Inbound marketing</li><li>Lead management</li><li>Marketing ROI</li><li>Targeting and segmentation</li><li>Social marketing</li></ul>","materialsDescription":"<h1 class=\"align-center\"><span style=\"font-weight: normal; \">Who should use marketing automation?</span></h1>\r\n<p class=\"align-left\">The beauty of a marketing automation system is that it can help your business maximize on efforts that have already proven successful. Attracting new audiences through the use of effective marketing strategies is step one, but if you want to do more to nurture those people so that they become customers, marketing automation is a good bet.</p>\r\n<h1 class=\"align-center\"><span style=\"font-weight: normal; \">How can marketing automation benefit my business?</span></h1>\r\n<p class=\"align-left\">Marketing software solutions removes the hassle from your marketing strategy and allows you to streamline, automate and evaluate tasks and workflows. Your business will be able to scale its efforts and improve how you target customers.</p>\r\n<h1 class=\"align-center\"><span style=\"font-weight: normal; \">What is marketing automation software?</span></h1>\r\n<p class=\"align-left\">In essence, it’s a set of solutions that automates, streamlines and analyzes marketing-related workflows and engagement to get more leads and qualify them for sales. The idea is the more qualified leads you get the higher the conversion rate and the more revenue you generate. </p>\r\n<p class=\"align-left\">Marketing software programs differ from CRM in that the purpose of marketing automation software is to get top-of-funnel leads, while the latter nurtures middle- and bottom-of-funnel leads. In short, marketing automation qualifies leads to feed into the CRM sales funnel for nurturing prospects to conversion.</p>\r\n<p class=\"align-left\">Marketing automation plugs into a company's CRM system, which, typically, has its own native marketing automation cloud service (such as Salesforce Pardot and Oracle Eloqua). Eloqua will work with other CRM platforms that compete with Oracle's, and Marketo, an independent marketing automation platform, will work with Salesforce, Oracle, Microsoft and other CRM systems. HubSpot also is a popular marketing automation platform that has its own CRM backbone.</p>\r\n<p class=\"align-left\">This becomes important when a company's marketing operations rely on a survey, email, social media or chatbot app for inbound lead-generation efforts that plug into Marketo or Eloqua, which, in turn, allows those marketing processes to continue regardless of which CRM the company uses. In effect, they act as middleware connecting the thousands of niche marketing automation tools and large CRM systems, where a company's customer data resides.</p>\r\n<h1 class=\"align-center\"><span style=\"font-weight: normal; \">What are the types of marketing automation software?<br /></span></h1>\r\n<p class=\"align-left\"><span style=\"font-weight: bold; \">CRM integrated</span>. Many CRM solutions today have multi-channel marketing tools to make lead generation a seamless experience from top-of-funnel to conversion. If not fully packaged, at least the marketing automation and CRM are modularized and have native integration.</p>\r\n<p class=\"align-left\"><span style=\"font-weight: bold; \">Email marketing</span>. Marketing automation has its beginnings with email marketing software. Many mailers are established and have maintained their email marketing UI as their core functionality, but they now offer newer marketing automation features like lead scoring, landing page integration and analytics beyond the open-click metric.</p>\r\n<p class=\"align-left\"><span style=\"font-weight: bold; \">Marketing automation.</span> This is the primary category featuring the standard tools, such as: forms, landing pages, lead scoring, lead database, reporting and analytics and pre-built or integrated email marketing and CRM functions.</p>\r\n<p class=\"align-left\"><span style=\"font-weight: bold; \">Marketing analytics software</span>. They can be standalone apps or modules to a bigger marketing automation system. They lend more powerful analytics to the base system and cross over to the business intelligence category.<br />Social marketing. These are marketing software solutions with focus on social media functionalities such as Twitter and LinkedIn prospecting, brand mention tracking on Facebook and triggered posts on your pages based on your rules for keywords, hashtags or mentions.</p>\r\n<h1 class=\"align-center\"><span style=\"font-weight: normal; \">What does marketing automation software do?</span></h1>\r\n<p class=\"align-left\">Here are the main features of marketing automation technology, which you should look for when subscribing to one.</p>\r\n<p class=\"align-left\"><span style=\"font-weight: bold; \">Lead scoring. </span>Allows you to automatically grade leads based on specific criteria you set, including demographics, prospect behaviors and historical interactions. You assign a weight to each criterion and the system aggregates them to calculate the prospect’s lead score. The lead scores can be segregated by range and automatically funneled to their respective workflows. </p>\r\n<p class=\"align-left\"><span style=\"font-weight: bold; \">Lead database</span>. The lead database captures a qualified prospect’s details and other marketing activities like web visits, email clicks and downloads. This database funnels leads to your CRM sales pipeline and, once converted, into your main customer database. The lead database may also allow for segmentation to help you target groups.</p>\r\n<p class=\"align-left\"><span style=\"font-weight: bold; \">Lead nurturing.</span> Generally runs workflows designed to filter or shortlist prospects, which include managing the processes in email marketing and other channels and capturing data that helps in further qualifying leads.</p>\r\n<p class=\"align-left\"><span style=\"font-weight: bold; \">Email marketing.</span> Business email marketing software allows email drip campaigns and features newsletter and email templates or an editor that lets you design your layout with ease. It allows for mass emails to targeted lists with a tracking tool to view number of opens and click-throughs. It may also feature an advanced tool for triggered emails, which send the right response in real time to specific customer actions.</p>\r\n<p class=\"align-left\"><span style=\"font-weight: bold; \">CRM integration</span>. Once the leads are qualified at the top-of-funnel, they are sent to the sales team; hence, marketing automation software should have seamless CRM integration. The integration can be with a third-party solution or as an add-on to the marketing automation software.</p>\r\n<p class=\"align-left\"><span style=\"font-weight: bold; \">Forms and landing pages.</span> A form is embedded on the landing page to collect lead data, where it is funneled into your database for lead scoring. The landing page can also include dynamic content, where images, texts and calls-to-action are customized to the lead based on profiling like geolocation, industry, job title, previous interactions with you, etc.</p>\r\n<p class=\"align-left\"><span style=\"font-weight: bold; \">Progressive profiling.</span> This is a smart form that delivers the right fields to different leads. A web visitor is analyzed for key details (for example: IP address, source page, Y/N customer) and is led to a series of unique short forms to capture specific data. This feature may also require social credentials for deeper profiling.</p>\r\n<p class=\"align-left\"><span style=\"font-weight: bold; \">Reporting &amp; analytics. </span>You can calculate an individual campaign’s cost and ROI and, generally, your marketing activities, by running analytics on key metrics that are sliced and diced in different ways that include open emails, downloads, lead volume, etc. In conjunction with CRM, you can associate these values against sales metrics like conversion rate, win-loss rate and total sales.</p>\r\n<p class=\"align-left\"><span style=\"font-weight: bold; \">Mobile-optimized. </span>Mobile-optimized landing pages and emails help you target users who access the Internet from their smartphones or tablets. Mobile-optimized also means you can access the system and your data on the go.<br /><br /><br /><br /></p>"}],"characteristics":[],"concurentProducts":[],"jobRoles":[],"organizationalFeatures":[],"complementaryCategories":[],"solutions":[],"materials":[],"useCases":[],"best_practices":[],"values":[],"implementations":[],"valuesByTemplateId":{"65":{"860":{"id":3109,"characteristicId":860,"templateId":65,"value":true},"862":{"id":3110,"characteristicId":862,"templateId":65,"value":"N/A"},"864":{"id":3111,"characteristicId":864,"templateId":65,"value":true},"866":{"id":3112,"characteristicId":866,"templateId":65,"value":true},"868":{"id":3113,"characteristicId":868,"templateId":65,"value":"N/A"},"870":{"id":3114,"characteristicId":870,"templateId":65,"value":"N/A"},"872":{"id":3115,"characteristicId":872,"templateId":65,"value":"N/A"},"874":{"id":3116,"characteristicId":874,"templateId":65,"value":true},"876":{"id":3117,"characteristicId":876,"templateId":65,"value":"N/A"},"878":{"id":3118,"characteristicId":878,"templateId":65,"value":true},"880":{"id":3119,"characteristicId":880,"templateId":65,"value":true},"882":{"id":3120,"characteristicId":882,"templateId":65,"value":true},"884":{"id":3121,"characteristicId":884,"templateId":65,"value":true},"886":{"id":3122,"characteristicId":886,"templateId":65,"value":"N/A"},"888":{"id":3123,"characteristicId":888,"templateId":65,"value":"N/A"},"891":{"id":3124,"characteristicId":891,"templateId":65,"value":"N/A"},"893":{"id":3125,"characteristicId":893,"templateId":65,"value":"N/A"},"895":{"id":3126,"characteristicId":895,"templateId":65,"value":true},"897":{"id":3127,"characteristicId":897,"templateId":65,"value":true},"899":{"id":3128,"characteristicId":899,"templateId":65,"value":true},"901":{"id":3129,"characteristicId":901,"templateId":65,"value":true},"903":{"id":3130,"characteristicId":903,"templateId":65,"value":true},"905":{"id":3131,"characteristicId":905,"templateId":65,"value":true},"907":{"id":3132,"characteristicId":907,"templateId":65,"value":true},"909":{"id":3133,"characteristicId":909,"templateId":65,"value":true},"911":{"id":3134,"characteristicId":911,"templateId":65,"value":"N/A"},"913":{"id":3135,"characteristicId":913,"templateId":65,"value":true},"915":{"id":3136,"characteristicId":915,"templateId":65,"value":true},"917":{"id":3137,"characteristicId":917,"templateId":65,"value":true},"919":{"id":3138,"characteristicId":919,"templateId":65,"value":true}}}},{"id":1917,"logoURL":"https://old.roi4cio.com/fileadmin/user_upload/marketing-360-logo-1.png","logo":true,"scheme":false,"title":"Madwire Marketing 360","vendorVerified":0,"rating":"1.00","implementationsCount":0,"suppliersCount":0,"alias":"madwire-marketing-360","companyTypes":[],"description":"<p>Marketing 360 is a cloud-based marketing platform suited for entrepreneurs as well as small and midsize businesses. This solution allows organizations to run social media advertising campaigns, conduct search engine optimization (SEO) programs and analyze digital marketing performance.</p>\r\n<p>Marketing 360's UXi websites feature helps users create web pages branded web pages that include call-to-action buttons. In addition, the system provides website templates that can be customized and edited with the help of drag-and-drop functionality.</p>\r\n<p>Marketing 360's Natural Listing Ads feature helps users manage organic search results by tracking keyword volume and ranking. In addition, it analyzes competitors' SEO performance with the same keywords and shares real-time reports providing organic conversion rates. The Social Targeting Ads let organizations to segment and target clients on the basis of social details such as age, gender, location and interests.</p>","shortDescription":"Marketing 360 is a cloud-based marketing platform suited for entrepreneurs as well as small and midsize businesses. ","type":null,"isRoiCalculatorAvaliable":false,"isConfiguratorAvaliable":false,"bonus":100,"usingCount":18,"sellingCount":7,"discontinued":0,"rebateForPoc":0,"rebate":0,"seo":{"title":"Madwire Marketing 360","keywords":"","description":"<p>Marketing 360 is a cloud-based marketing platform suited for entrepreneurs as well as small and midsize businesses. This solution allows organizations to run social media advertising campaigns, conduct search engine optimization (SEO) programs and analyze d","og:title":"Madwire Marketing 360","og:description":"<p>Marketing 360 is a cloud-based marketing platform suited for entrepreneurs as well as small and midsize businesses. This solution allows organizations to run social media advertising campaigns, conduct search engine optimization (SEO) programs and analyze d","og:image":"https://old.roi4cio.com/fileadmin/user_upload/marketing-360-logo-1.png"},"eventUrl":"","translationId":1918,"dealDetails":null,"roi":null,"price":null,"bonusForReference":null,"templateData":[],"testingArea":"","categories":[{"id":820,"title":"Marketing Automation","alias":"marketing-automation","description":"Marketing automation refers to software platforms and technologies designed for marketing departments and organizations to more effectively market on multiple channels online (such as email, social media, websites, etc.) and automate repetitive tasks.\r\nMarketing departments, consultants and part-time marketing employees benefit by specifying criteria and outcomes for tasks and processes which are then interpreted, stored and executed by digital marketing software, which increases efficiency and reduces human error. Originally focused on email marketing automation, marketing automation now refers to a broad range of automation and analytic tools for marketing, especially inbound marketing. Marketing Automation platforms are used as a hosted or web-based solution, and no software installation is required by the customer.\r\nThe reason for using a marketing automation platform is to streamline sales and marketing organizations by replacing high-touch, repetitive manual processes with automated solutions.\r\nMarketing automation is a platform that marketers use to plan, coordinate, manage and measure all of their marketing campaigns, both online and offline. It is often used along with lifecycle marketing strategy to closely manage and nurture generated leads, aiming to convert leads into customers.\r\nMarketing automation is a type of software that allows companies to effectively target customers with automated marketing messages across channels including email, websites, social media and text messages to generate sales leads. The technology is a segment of customer relationship management, or CRM, and is typically used by marketing departments as a way to remove repetitive tasks from staff workflows and increase overall marketing efficiency.\r\nOften, a brand will use multiple marketing automation tools, referred to as the marketing technology or martech — stack. These automation platforms assist in lead generation via email marketing, chatbots hosted on social media or websites, and other channels such as short message service (SMS) text. Marketing automation tools extend the reach of marketing campaigns, creating inbound marketing, a term some vendors use to refer to the strategy of finding prospects for top- to mid-funnel via personalization of pitches derived through analytics tools, which segment customers into different groups for different approaches.\r\n<p class=\"align-center\"><span style=\"font-weight: bold;\">Marketing automation features</span></p>\r\nDigital marketing automation software manages the online element of a marketing campaign, including data analytics that can create more precise personalization of content to individual customers to drive engagement and revenue.\r\nArtificial intelligence (AI) applications such as chatbots can help automate the delivery of that information or direct potential customers to webpages, online documents or forms that help create sales or gauge a potential customer's current or future interest in purchasing a company's goods or services. Marketing manager tools can also administer customer satisfaction and product usage surveys and then collect, measure and segment the response data.\r\nThe main features of marketing automation software typically include:\r\n<ul><li>Account-based marketing</li><li>Analytics for CRM</li><li>Campaign management</li><li>Inbound marketing</li><li>Lead management</li><li>Marketing ROI</li><li>Targeting and segmentation</li><li>Social marketing</li></ul>","materialsDescription":"<h1 class=\"align-center\"><span style=\"font-weight: normal; \">Who should use marketing automation?</span></h1>\r\n<p class=\"align-left\">The beauty of a marketing automation system is that it can help your business maximize on efforts that have already proven successful. Attracting new audiences through the use of effective marketing strategies is step one, but if you want to do more to nurture those people so that they become customers, marketing automation is a good bet.</p>\r\n<h1 class=\"align-center\"><span style=\"font-weight: normal; \">How can marketing automation benefit my business?</span></h1>\r\n<p class=\"align-left\">Marketing software solutions removes the hassle from your marketing strategy and allows you to streamline, automate and evaluate tasks and workflows. Your business will be able to scale its efforts and improve how you target customers.</p>\r\n<h1 class=\"align-center\"><span style=\"font-weight: normal; \">What is marketing automation software?</span></h1>\r\n<p class=\"align-left\">In essence, it’s a set of solutions that automates, streamlines and analyzes marketing-related workflows and engagement to get more leads and qualify them for sales. The idea is the more qualified leads you get the higher the conversion rate and the more revenue you generate. </p>\r\n<p class=\"align-left\">Marketing software programs differ from CRM in that the purpose of marketing automation software is to get top-of-funnel leads, while the latter nurtures middle- and bottom-of-funnel leads. In short, marketing automation qualifies leads to feed into the CRM sales funnel for nurturing prospects to conversion.</p>\r\n<p class=\"align-left\">Marketing automation plugs into a company's CRM system, which, typically, has its own native marketing automation cloud service (such as Salesforce Pardot and Oracle Eloqua). Eloqua will work with other CRM platforms that compete with Oracle's, and Marketo, an independent marketing automation platform, will work with Salesforce, Oracle, Microsoft and other CRM systems. HubSpot also is a popular marketing automation platform that has its own CRM backbone.</p>\r\n<p class=\"align-left\">This becomes important when a company's marketing operations rely on a survey, email, social media or chatbot app for inbound lead-generation efforts that plug into Marketo or Eloqua, which, in turn, allows those marketing processes to continue regardless of which CRM the company uses. In effect, they act as middleware connecting the thousands of niche marketing automation tools and large CRM systems, where a company's customer data resides.</p>\r\n<h1 class=\"align-center\"><span style=\"font-weight: normal; \">What are the types of marketing automation software?<br /></span></h1>\r\n<p class=\"align-left\"><span style=\"font-weight: bold; \">CRM integrated</span>. Many CRM solutions today have multi-channel marketing tools to make lead generation a seamless experience from top-of-funnel to conversion. If not fully packaged, at least the marketing automation and CRM are modularized and have native integration.</p>\r\n<p class=\"align-left\"><span style=\"font-weight: bold; \">Email marketing</span>. Marketing automation has its beginnings with email marketing software. Many mailers are established and have maintained their email marketing UI as their core functionality, but they now offer newer marketing automation features like lead scoring, landing page integration and analytics beyond the open-click metric.</p>\r\n<p class=\"align-left\"><span style=\"font-weight: bold; \">Marketing automation.</span> This is the primary category featuring the standard tools, such as: forms, landing pages, lead scoring, lead database, reporting and analytics and pre-built or integrated email marketing and CRM functions.</p>\r\n<p class=\"align-left\"><span style=\"font-weight: bold; \">Marketing analytics software</span>. They can be standalone apps or modules to a bigger marketing automation system. They lend more powerful analytics to the base system and cross over to the business intelligence category.<br />Social marketing. These are marketing software solutions with focus on social media functionalities such as Twitter and LinkedIn prospecting, brand mention tracking on Facebook and triggered posts on your pages based on your rules for keywords, hashtags or mentions.</p>\r\n<h1 class=\"align-center\"><span style=\"font-weight: normal; \">What does marketing automation software do?</span></h1>\r\n<p class=\"align-left\">Here are the main features of marketing automation technology, which you should look for when subscribing to one.</p>\r\n<p class=\"align-left\"><span style=\"font-weight: bold; \">Lead scoring. </span>Allows you to automatically grade leads based on specific criteria you set, including demographics, prospect behaviors and historical interactions. You assign a weight to each criterion and the system aggregates them to calculate the prospect’s lead score. The lead scores can be segregated by range and automatically funneled to their respective workflows. </p>\r\n<p class=\"align-left\"><span style=\"font-weight: bold; \">Lead database</span>. The lead database captures a qualified prospect’s details and other marketing activities like web visits, email clicks and downloads. This database funnels leads to your CRM sales pipeline and, once converted, into your main customer database. The lead database may also allow for segmentation to help you target groups.</p>\r\n<p class=\"align-left\"><span style=\"font-weight: bold; \">Lead nurturing.</span> Generally runs workflows designed to filter or shortlist prospects, which include managing the processes in email marketing and other channels and capturing data that helps in further qualifying leads.</p>\r\n<p class=\"align-left\"><span style=\"font-weight: bold; \">Email marketing.</span> Business email marketing software allows email drip campaigns and features newsletter and email templates or an editor that lets you design your layout with ease. It allows for mass emails to targeted lists with a tracking tool to view number of opens and click-throughs. It may also feature an advanced tool for triggered emails, which send the right response in real time to specific customer actions.</p>\r\n<p class=\"align-left\"><span style=\"font-weight: bold; \">CRM integration</span>. Once the leads are qualified at the top-of-funnel, they are sent to the sales team; hence, marketing automation software should have seamless CRM integration. The integration can be with a third-party solution or as an add-on to the marketing automation software.</p>\r\n<p class=\"align-left\"><span style=\"font-weight: bold; \">Forms and landing pages.</span> A form is embedded on the landing page to collect lead data, where it is funneled into your database for lead scoring. The landing page can also include dynamic content, where images, texts and calls-to-action are customized to the lead based on profiling like geolocation, industry, job title, previous interactions with you, etc.</p>\r\n<p class=\"align-left\"><span style=\"font-weight: bold; \">Progressive profiling.</span> This is a smart form that delivers the right fields to different leads. A web visitor is analyzed for key details (for example: IP address, source page, Y/N customer) and is led to a series of unique short forms to capture specific data. This feature may also require social credentials for deeper profiling.</p>\r\n<p class=\"align-left\"><span style=\"font-weight: bold; \">Reporting &amp; analytics. </span>You can calculate an individual campaign’s cost and ROI and, generally, your marketing activities, by running analytics on key metrics that are sliced and diced in different ways that include open emails, downloads, lead volume, etc. In conjunction with CRM, you can associate these values against sales metrics like conversion rate, win-loss rate and total sales.</p>\r\n<p class=\"align-left\"><span style=\"font-weight: bold; \">Mobile-optimized. </span>Mobile-optimized landing pages and emails help you target users who access the Internet from their smartphones or tablets. Mobile-optimized also means you can access the system and your data on the go.<br /><br /><br /><br /></p>"}],"characteristics":[],"concurentProducts":[],"jobRoles":[],"organizationalFeatures":[],"complementaryCategories":[],"solutions":[],"materials":[],"useCases":[],"best_practices":[],"values":[],"implementations":[],"valuesByTemplateId":{"65":{"860":{"id":3049,"characteristicId":860,"templateId":65,"value":true},"862":{"id":3050,"characteristicId":862,"templateId":65,"value":"N/A"},"864":{"id":3051,"characteristicId":864,"templateId":65,"value":true},"866":{"id":3052,"characteristicId":866,"templateId":65,"value":true},"868":{"id":3053,"characteristicId":868,"templateId":65,"value":"N/A"},"870":{"id":3054,"characteristicId":870,"templateId":65,"value":"N/A"},"872":{"id":3055,"characteristicId":872,"templateId":65,"value":"N/A"},"874":{"id":3056,"characteristicId":874,"templateId":65,"value":"N/A"},"876":{"id":3057,"characteristicId":876,"templateId":65,"value":true},"878":{"id":3058,"characteristicId":878,"templateId":65,"value":"N/A"},"880":{"id":3059,"characteristicId":880,"templateId":65,"value":true},"882":{"id":3060,"characteristicId":882,"templateId":65,"value":"N/A"},"884":{"id":3061,"characteristicId":884,"templateId":65,"value":true},"886":{"id":3062,"characteristicId":886,"templateId":65,"value":"N/A"},"888":{"id":3063,"characteristicId":888,"templateId":65,"value":true},"891":{"id":3064,"characteristicId":891,"templateId":65,"value":true},"893":{"id":3065,"characteristicId":893,"templateId":65,"value":true},"895":{"id":3066,"characteristicId":895,"templateId":65,"value":"N/A"},"897":{"id":3067,"characteristicId":897,"templateId":65,"value":true},"899":{"id":3068,"characteristicId":899,"templateId":65,"value":true},"901":{"id":3069,"characteristicId":901,"templateId":65,"value":"N/A"},"903":{"id":3070,"characteristicId":903,"templateId":65,"value":true},"905":{"id":3071,"characteristicId":905,"templateId":65,"value":"N/A"},"907":{"id":3072,"characteristicId":907,"templateId":65,"value":"N/A"},"909":{"id":3073,"characteristicId":909,"templateId":65,"value":"N/A"},"911":{"id":3074,"characteristicId":911,"templateId":65,"value":true},"913":{"id":3075,"characteristicId":913,"templateId":65,"value":true},"915":{"id":3076,"characteristicId":915,"templateId":65,"value":true},"917":{"id":3077,"characteristicId":917,"templateId":65,"value":"N/A"},"919":{"id":3078,"characteristicId":919,"templateId":65,"value":true}}}},{"id":1915,"logoURL":"https://old.roi4cio.com/fileadmin/user_upload/Marketo__logo_.png","logo":true,"scheme":false,"title":"Marketo Marketing Automation","vendorVerified":0,"rating":"1.00","implementationsCount":0,"suppliersCount":0,"alias":"marketo-marketing-automation","companyTypes":[],"description":"<p>Marketing automation is a category of technology that allows companies to streamline, automate, and measure marketing tasks and workflows, so they can increase operational efficiency and grow revenue faster. It is used in many modern marketing processes, for businesses of all types including B2B and B2C organizations.</p>\r\n<p>Marketing automation helps marketers streamline their lead generation, segmentation, lead nurturing and lead scoring, customer lifecycle marketing, cross-sell and up-sell, customer retention, and marketing ROI measurement.</p>\r\n<p>Some of these practices are possible at small volumes without software, but technology becomes essential with any scale and with the increasing number of channels marketers are required to manage.</p>\r\n<p>In particular, <span style=\"font-weight: bold;\">these processes all require:</span></p>\r\n<p><span style=\"font-weight: bold;\">A</span><span style=\"font-weight: bold;\"> central marketing database.</span> A place for all your marketing data, including detailed prospect and customer interactions and behaviors, so you can segment and target the right message to each customer.</p>\r\n<p><span style=\"font-weight: bold;\">An engagement marketing engine.</span> An environment for the creation, management and automation of marketing processes and conversations across online and offline channels.</p>\r\n<p><span style=\"font-weight: bold;\">An analytics engine.</span> A way to test, measure, and optimize marketing ROI and impact on revenue.</p>\r\n<p>Features include email marketing, landing pages and forms, campaign management, engagement marketing, prediction and scoring, customer lifecycle management, CRM integration, social marketing capabilities, mobile marketing capabilities and marketing analytics.</p>\r\n<p>By investing in these areas, you can achieve solid ROI from marketing automation. The key is to &ldquo;think big, start small, and move quickly&rdquo;. In other words, the best results usually come from getting started with what you have today, and then incrementally investing over time to move up the curve.</p>\r\n<p>&nbsp;</p>","shortDescription":"Marketo is a marketing software as a service (SaaS) platform designed to help businesses assess and automate marketing tasks.","type":null,"isRoiCalculatorAvaliable":false,"isConfiguratorAvaliable":false,"bonus":100,"usingCount":7,"sellingCount":1,"discontinued":0,"rebateForPoc":0,"rebate":0,"seo":{"title":"Marketo Marketing Automation","keywords":"","description":"<p>Marketing automation is a category of technology that allows companies to streamline, automate, and measure marketing tasks and workflows, so they can increase operational efficiency and grow revenue faster. It is used in many modern marketing processes, fo","og:title":"Marketo Marketing Automation","og:description":"<p>Marketing automation is a category of technology that allows companies to streamline, automate, and measure marketing tasks and workflows, so they can increase operational efficiency and grow revenue faster. It is used in many modern marketing processes, fo","og:image":"https://old.roi4cio.com/fileadmin/user_upload/Marketo__logo_.png"},"eventUrl":"","translationId":1916,"dealDetails":null,"roi":null,"price":null,"bonusForReference":null,"templateData":[],"testingArea":"","categories":[{"id":820,"title":"Marketing Automation","alias":"marketing-automation","description":"Marketing automation refers to software platforms and technologies designed for marketing departments and organizations to more effectively market on multiple channels online (such as email, social media, websites, etc.) and automate repetitive tasks.\r\nMarketing departments, consultants and part-time marketing employees benefit by specifying criteria and outcomes for tasks and processes which are then interpreted, stored and executed by digital marketing software, which increases efficiency and reduces human error. Originally focused on email marketing automation, marketing automation now refers to a broad range of automation and analytic tools for marketing, especially inbound marketing. Marketing Automation platforms are used as a hosted or web-based solution, and no software installation is required by the customer.\r\nThe reason for using a marketing automation platform is to streamline sales and marketing organizations by replacing high-touch, repetitive manual processes with automated solutions.\r\nMarketing automation is a platform that marketers use to plan, coordinate, manage and measure all of their marketing campaigns, both online and offline. It is often used along with lifecycle marketing strategy to closely manage and nurture generated leads, aiming to convert leads into customers.\r\nMarketing automation is a type of software that allows companies to effectively target customers with automated marketing messages across channels including email, websites, social media and text messages to generate sales leads. The technology is a segment of customer relationship management, or CRM, and is typically used by marketing departments as a way to remove repetitive tasks from staff workflows and increase overall marketing efficiency.\r\nOften, a brand will use multiple marketing automation tools, referred to as the marketing technology or martech — stack. These automation platforms assist in lead generation via email marketing, chatbots hosted on social media or websites, and other channels such as short message service (SMS) text. Marketing automation tools extend the reach of marketing campaigns, creating inbound marketing, a term some vendors use to refer to the strategy of finding prospects for top- to mid-funnel via personalization of pitches derived through analytics tools, which segment customers into different groups for different approaches.\r\n<p class=\"align-center\"><span style=\"font-weight: bold;\">Marketing automation features</span></p>\r\nDigital marketing automation software manages the online element of a marketing campaign, including data analytics that can create more precise personalization of content to individual customers to drive engagement and revenue.\r\nArtificial intelligence (AI) applications such as chatbots can help automate the delivery of that information or direct potential customers to webpages, online documents or forms that help create sales or gauge a potential customer's current or future interest in purchasing a company's goods or services. Marketing manager tools can also administer customer satisfaction and product usage surveys and then collect, measure and segment the response data.\r\nThe main features of marketing automation software typically include:\r\n<ul><li>Account-based marketing</li><li>Analytics for CRM</li><li>Campaign management</li><li>Inbound marketing</li><li>Lead management</li><li>Marketing ROI</li><li>Targeting and segmentation</li><li>Social marketing</li></ul>","materialsDescription":"<h1 class=\"align-center\"><span style=\"font-weight: normal; \">Who should use marketing automation?</span></h1>\r\n<p class=\"align-left\">The beauty of a marketing automation system is that it can help your business maximize on efforts that have already proven successful. Attracting new audiences through the use of effective marketing strategies is step one, but if you want to do more to nurture those people so that they become customers, marketing automation is a good bet.</p>\r\n<h1 class=\"align-center\"><span style=\"font-weight: normal; \">How can marketing automation benefit my business?</span></h1>\r\n<p class=\"align-left\">Marketing software solutions removes the hassle from your marketing strategy and allows you to streamline, automate and evaluate tasks and workflows. Your business will be able to scale its efforts and improve how you target customers.</p>\r\n<h1 class=\"align-center\"><span style=\"font-weight: normal; \">What is marketing automation software?</span></h1>\r\n<p class=\"align-left\">In essence, it’s a set of solutions that automates, streamlines and analyzes marketing-related workflows and engagement to get more leads and qualify them for sales. The idea is the more qualified leads you get the higher the conversion rate and the more revenue you generate. </p>\r\n<p class=\"align-left\">Marketing software programs differ from CRM in that the purpose of marketing automation software is to get top-of-funnel leads, while the latter nurtures middle- and bottom-of-funnel leads. In short, marketing automation qualifies leads to feed into the CRM sales funnel for nurturing prospects to conversion.</p>\r\n<p class=\"align-left\">Marketing automation plugs into a company's CRM system, which, typically, has its own native marketing automation cloud service (such as Salesforce Pardot and Oracle Eloqua). Eloqua will work with other CRM platforms that compete with Oracle's, and Marketo, an independent marketing automation platform, will work with Salesforce, Oracle, Microsoft and other CRM systems. HubSpot also is a popular marketing automation platform that has its own CRM backbone.</p>\r\n<p class=\"align-left\">This becomes important when a company's marketing operations rely on a survey, email, social media or chatbot app for inbound lead-generation efforts that plug into Marketo or Eloqua, which, in turn, allows those marketing processes to continue regardless of which CRM the company uses. In effect, they act as middleware connecting the thousands of niche marketing automation tools and large CRM systems, where a company's customer data resides.</p>\r\n<h1 class=\"align-center\"><span style=\"font-weight: normal; \">What are the types of marketing automation software?<br /></span></h1>\r\n<p class=\"align-left\"><span style=\"font-weight: bold; \">CRM integrated</span>. Many CRM solutions today have multi-channel marketing tools to make lead generation a seamless experience from top-of-funnel to conversion. If not fully packaged, at least the marketing automation and CRM are modularized and have native integration.</p>\r\n<p class=\"align-left\"><span style=\"font-weight: bold; \">Email marketing</span>. Marketing automation has its beginnings with email marketing software. Many mailers are established and have maintained their email marketing UI as their core functionality, but they now offer newer marketing automation features like lead scoring, landing page integration and analytics beyond the open-click metric.</p>\r\n<p class=\"align-left\"><span style=\"font-weight: bold; \">Marketing automation.</span> This is the primary category featuring the standard tools, such as: forms, landing pages, lead scoring, lead database, reporting and analytics and pre-built or integrated email marketing and CRM functions.</p>\r\n<p class=\"align-left\"><span style=\"font-weight: bold; \">Marketing analytics software</span>. They can be standalone apps or modules to a bigger marketing automation system. They lend more powerful analytics to the base system and cross over to the business intelligence category.<br />Social marketing. These are marketing software solutions with focus on social media functionalities such as Twitter and LinkedIn prospecting, brand mention tracking on Facebook and triggered posts on your pages based on your rules for keywords, hashtags or mentions.</p>\r\n<h1 class=\"align-center\"><span style=\"font-weight: normal; \">What does marketing automation software do?</span></h1>\r\n<p class=\"align-left\">Here are the main features of marketing automation technology, which you should look for when subscribing to one.</p>\r\n<p class=\"align-left\"><span style=\"font-weight: bold; \">Lead scoring. </span>Allows you to automatically grade leads based on specific criteria you set, including demographics, prospect behaviors and historical interactions. You assign a weight to each criterion and the system aggregates them to calculate the prospect’s lead score. The lead scores can be segregated by range and automatically funneled to their respective workflows. </p>\r\n<p class=\"align-left\"><span style=\"font-weight: bold; \">Lead database</span>. The lead database captures a qualified prospect’s details and other marketing activities like web visits, email clicks and downloads. This database funnels leads to your CRM sales pipeline and, once converted, into your main customer database. The lead database may also allow for segmentation to help you target groups.</p>\r\n<p class=\"align-left\"><span style=\"font-weight: bold; \">Lead nurturing.</span> Generally runs workflows designed to filter or shortlist prospects, which include managing the processes in email marketing and other channels and capturing data that helps in further qualifying leads.</p>\r\n<p class=\"align-left\"><span style=\"font-weight: bold; \">Email marketing.</span> Business email marketing software allows email drip campaigns and features newsletter and email templates or an editor that lets you design your layout with ease. It allows for mass emails to targeted lists with a tracking tool to view number of opens and click-throughs. It may also feature an advanced tool for triggered emails, which send the right response in real time to specific customer actions.</p>\r\n<p class=\"align-left\"><span style=\"font-weight: bold; \">CRM integration</span>. Once the leads are qualified at the top-of-funnel, they are sent to the sales team; hence, marketing automation software should have seamless CRM integration. The integration can be with a third-party solution or as an add-on to the marketing automation software.</p>\r\n<p class=\"align-left\"><span style=\"font-weight: bold; \">Forms and landing pages.</span> A form is embedded on the landing page to collect lead data, where it is funneled into your database for lead scoring. The landing page can also include dynamic content, where images, texts and calls-to-action are customized to the lead based on profiling like geolocation, industry, job title, previous interactions with you, etc.</p>\r\n<p class=\"align-left\"><span style=\"font-weight: bold; \">Progressive profiling.</span> This is a smart form that delivers the right fields to different leads. A web visitor is analyzed for key details (for example: IP address, source page, Y/N customer) and is led to a series of unique short forms to capture specific data. This feature may also require social credentials for deeper profiling.</p>\r\n<p class=\"align-left\"><span style=\"font-weight: bold; \">Reporting &amp; analytics. </span>You can calculate an individual campaign’s cost and ROI and, generally, your marketing activities, by running analytics on key metrics that are sliced and diced in different ways that include open emails, downloads, lead volume, etc. In conjunction with CRM, you can associate these values against sales metrics like conversion rate, win-loss rate and total sales.</p>\r\n<p class=\"align-left\"><span style=\"font-weight: bold; \">Mobile-optimized. </span>Mobile-optimized landing pages and emails help you target users who access the Internet from their smartphones or tablets. Mobile-optimized also means you can access the system and your data on the go.<br /><br /><br /><br /></p>"}],"characteristics":[],"concurentProducts":[],"jobRoles":[],"organizationalFeatures":[],"complementaryCategories":[],"solutions":[],"materials":[],"useCases":[],"best_practices":[],"values":[],"implementations":[],"valuesByTemplateId":{"65":{"860":{"id":2919,"characteristicId":860,"templateId":65,"value":true},"862":{"id":2920,"characteristicId":862,"templateId":65,"value":true},"864":{"id":2921,"characteristicId":864,"templateId":65,"value":true},"866":{"id":2922,"characteristicId":866,"templateId":65,"value":true},"868":{"id":2923,"characteristicId":868,"templateId":65,"value":"N/A"},"870":{"id":2924,"characteristicId":870,"templateId":65,"value":"N/A"},"872":{"id":2925,"characteristicId":872,"templateId":65,"value":"N/A"},"874":{"id":2926,"characteristicId":874,"templateId":65,"value":"N/A"},"876":{"id":2927,"characteristicId":876,"templateId":65,"value":true},"878":{"id":2928,"characteristicId":878,"templateId":65,"value":true},"880":{"id":2929,"characteristicId":880,"templateId":65,"value":true},"882":{"id":2930,"characteristicId":882,"templateId":65,"value":"N/A"},"884":{"id":2931,"characteristicId":884,"templateId":65,"value":true},"886":{"id":2932,"characteristicId":886,"templateId":65,"value":true},"888":{"id":2933,"characteristicId":888,"templateId":65,"value":"N/A"},"891":{"id":2934,"characteristicId":891,"templateId":65,"value":true},"893":{"id":2935,"characteristicId":893,"templateId":65,"value":true},"895":{"id":2936,"characteristicId":895,"templateId":65,"value":true},"897":{"id":2937,"characteristicId":897,"templateId":65,"value":true},"899":{"id":2938,"characteristicId":899,"templateId":65,"value":true},"901":{"id":2939,"characteristicId":901,"templateId":65,"value":true},"903":{"id":2940,"characteristicId":903,"templateId":65,"value":true},"905":{"id":2941,"characteristicId":905,"templateId":65,"value":true},"907":{"id":2942,"characteristicId":907,"templateId":65,"value":true},"909":{"id":2943,"characteristicId":909,"templateId":65,"value":true},"911":{"id":2944,"characteristicId":911,"templateId":65,"value":true},"913":{"id":2945,"characteristicId":913,"templateId":65,"value":true},"915":{"id":2946,"characteristicId":915,"templateId":65,"value":true},"917":{"id":2947,"characteristicId":917,"templateId":65,"value":"N/A"},"919":{"id":2948,"characteristicId":919,"templateId":65,"value":true}}}},{"id":1919,"logoURL":"https://old.roi4cio.com/fileadmin/user_upload/Oracle_Eloqua.png","logo":true,"scheme":false,"title":"Oracle Eloqua","vendorVerified":0,"rating":"2.00","implementationsCount":0,"suppliersCount":0,"alias":"oracle-eloqua","companyTypes":[],"description":"<p>Eloqua is a software as a service (SaaS) platform for marketing automation offered by Oracle that aims to help B2B marketers and organizations manage marketing campaigns and sales lead generation.</p>\r\n<p>Eloqua sends marketing advertisements to mobile devices, email, video and search results pages. The platform promises increased conversions, sales and understanding of customers.</p>\r\n<p>Eloqua features a marketing campaign planning canvas and email automation to target customers and prospective clients. The software tracks opened emails, customer activity and visitor behavior potential clients through the marketer's website. Eloqua stores the information of tracked customers and prospective clients such as company, job title, name, address, email and phone in its database for analysis.</p>\r\n<p>Oracle's marketing solution is most often used in large enterprises that primarily market to other businesses. Eloqua offers packages for basic, standard and enterprise marketing. Numerous features differentiate account levels, like access to various Oracle sales and marketing services.</p>\r\n<p>Competition for Eloqua includes Marketo, Hubspot, Salesforce's Pardot, ActON, SharpSpring, Expiriture, Marketing Optimizer and Sales Fusion.</p>","shortDescription":"Oracle Eloqua is a marketing automation solution for B2B marketers to track customers through all phases of the buying cycle.","type":null,"isRoiCalculatorAvaliable":false,"isConfiguratorAvaliable":false,"bonus":100,"usingCount":15,"sellingCount":14,"discontinued":0,"rebateForPoc":0,"rebate":0,"seo":{"title":"Oracle Eloqua","keywords":"","description":"<p>Eloqua is a software as a service (SaaS) platform for marketing automation offered by Oracle that aims to help B2B marketers and organizations manage marketing campaigns and sales lead generation.</p>\r\n<p>Eloqua sends marketing advertisements to mobile devi","og:title":"Oracle Eloqua","og:description":"<p>Eloqua is a software as a service (SaaS) platform for marketing automation offered by Oracle that aims to help B2B marketers and organizations manage marketing campaigns and sales lead generation.</p>\r\n<p>Eloqua sends marketing advertisements to mobile devi","og:image":"https://old.roi4cio.com/fileadmin/user_upload/Oracle_Eloqua.png"},"eventUrl":"","translationId":1920,"dealDetails":null,"roi":null,"price":null,"bonusForReference":null,"templateData":[],"testingArea":"","categories":[{"id":820,"title":"Marketing Automation","alias":"marketing-automation","description":"Marketing automation refers to software platforms and technologies designed for marketing departments and organizations to more effectively market on multiple channels online (such as email, social media, websites, etc.) and automate repetitive tasks.\r\nMarketing departments, consultants and part-time marketing employees benefit by specifying criteria and outcomes for tasks and processes which are then interpreted, stored and executed by digital marketing software, which increases efficiency and reduces human error. Originally focused on email marketing automation, marketing automation now refers to a broad range of automation and analytic tools for marketing, especially inbound marketing. Marketing Automation platforms are used as a hosted or web-based solution, and no software installation is required by the customer.\r\nThe reason for using a marketing automation platform is to streamline sales and marketing organizations by replacing high-touch, repetitive manual processes with automated solutions.\r\nMarketing automation is a platform that marketers use to plan, coordinate, manage and measure all of their marketing campaigns, both online and offline. It is often used along with lifecycle marketing strategy to closely manage and nurture generated leads, aiming to convert leads into customers.\r\nMarketing automation is a type of software that allows companies to effectively target customers with automated marketing messages across channels including email, websites, social media and text messages to generate sales leads. The technology is a segment of customer relationship management, or CRM, and is typically used by marketing departments as a way to remove repetitive tasks from staff workflows and increase overall marketing efficiency.\r\nOften, a brand will use multiple marketing automation tools, referred to as the marketing technology or martech — stack. These automation platforms assist in lead generation via email marketing, chatbots hosted on social media or websites, and other channels such as short message service (SMS) text. Marketing automation tools extend the reach of marketing campaigns, creating inbound marketing, a term some vendors use to refer to the strategy of finding prospects for top- to mid-funnel via personalization of pitches derived through analytics tools, which segment customers into different groups for different approaches.\r\n<p class=\"align-center\"><span style=\"font-weight: bold;\">Marketing automation features</span></p>\r\nDigital marketing automation software manages the online element of a marketing campaign, including data analytics that can create more precise personalization of content to individual customers to drive engagement and revenue.\r\nArtificial intelligence (AI) applications such as chatbots can help automate the delivery of that information or direct potential customers to webpages, online documents or forms that help create sales or gauge a potential customer's current or future interest in purchasing a company's goods or services. Marketing manager tools can also administer customer satisfaction and product usage surveys and then collect, measure and segment the response data.\r\nThe main features of marketing automation software typically include:\r\n<ul><li>Account-based marketing</li><li>Analytics for CRM</li><li>Campaign management</li><li>Inbound marketing</li><li>Lead management</li><li>Marketing ROI</li><li>Targeting and segmentation</li><li>Social marketing</li></ul>","materialsDescription":"<h1 class=\"align-center\"><span style=\"font-weight: normal; \">Who should use marketing automation?</span></h1>\r\n<p class=\"align-left\">The beauty of a marketing automation system is that it can help your business maximize on efforts that have already proven successful. Attracting new audiences through the use of effective marketing strategies is step one, but if you want to do more to nurture those people so that they become customers, marketing automation is a good bet.</p>\r\n<h1 class=\"align-center\"><span style=\"font-weight: normal; \">How can marketing automation benefit my business?</span></h1>\r\n<p class=\"align-left\">Marketing software solutions removes the hassle from your marketing strategy and allows you to streamline, automate and evaluate tasks and workflows. Your business will be able to scale its efforts and improve how you target customers.</p>\r\n<h1 class=\"align-center\"><span style=\"font-weight: normal; \">What is marketing automation software?</span></h1>\r\n<p class=\"align-left\">In essence, it’s a set of solutions that automates, streamlines and analyzes marketing-related workflows and engagement to get more leads and qualify them for sales. The idea is the more qualified leads you get the higher the conversion rate and the more revenue you generate. </p>\r\n<p class=\"align-left\">Marketing software programs differ from CRM in that the purpose of marketing automation software is to get top-of-funnel leads, while the latter nurtures middle- and bottom-of-funnel leads. In short, marketing automation qualifies leads to feed into the CRM sales funnel for nurturing prospects to conversion.</p>\r\n<p class=\"align-left\">Marketing automation plugs into a company's CRM system, which, typically, has its own native marketing automation cloud service (such as Salesforce Pardot and Oracle Eloqua). Eloqua will work with other CRM platforms that compete with Oracle's, and Marketo, an independent marketing automation platform, will work with Salesforce, Oracle, Microsoft and other CRM systems. HubSpot also is a popular marketing automation platform that has its own CRM backbone.</p>\r\n<p class=\"align-left\">This becomes important when a company's marketing operations rely on a survey, email, social media or chatbot app for inbound lead-generation efforts that plug into Marketo or Eloqua, which, in turn, allows those marketing processes to continue regardless of which CRM the company uses. In effect, they act as middleware connecting the thousands of niche marketing automation tools and large CRM systems, where a company's customer data resides.</p>\r\n<h1 class=\"align-center\"><span style=\"font-weight: normal; \">What are the types of marketing automation software?<br /></span></h1>\r\n<p class=\"align-left\"><span style=\"font-weight: bold; \">CRM integrated</span>. Many CRM solutions today have multi-channel marketing tools to make lead generation a seamless experience from top-of-funnel to conversion. If not fully packaged, at least the marketing automation and CRM are modularized and have native integration.</p>\r\n<p class=\"align-left\"><span style=\"font-weight: bold; \">Email marketing</span>. Marketing automation has its beginnings with email marketing software. Many mailers are established and have maintained their email marketing UI as their core functionality, but they now offer newer marketing automation features like lead scoring, landing page integration and analytics beyond the open-click metric.</p>\r\n<p class=\"align-left\"><span style=\"font-weight: bold; \">Marketing automation.</span> This is the primary category featuring the standard tools, such as: forms, landing pages, lead scoring, lead database, reporting and analytics and pre-built or integrated email marketing and CRM functions.</p>\r\n<p class=\"align-left\"><span style=\"font-weight: bold; \">Marketing analytics software</span>. They can be standalone apps or modules to a bigger marketing automation system. They lend more powerful analytics to the base system and cross over to the business intelligence category.<br />Social marketing. These are marketing software solutions with focus on social media functionalities such as Twitter and LinkedIn prospecting, brand mention tracking on Facebook and triggered posts on your pages based on your rules for keywords, hashtags or mentions.</p>\r\n<h1 class=\"align-center\"><span style=\"font-weight: normal; \">What does marketing automation software do?</span></h1>\r\n<p class=\"align-left\">Here are the main features of marketing automation technology, which you should look for when subscribing to one.</p>\r\n<p class=\"align-left\"><span style=\"font-weight: bold; \">Lead scoring. </span>Allows you to automatically grade leads based on specific criteria you set, including demographics, prospect behaviors and historical interactions. You assign a weight to each criterion and the system aggregates them to calculate the prospect’s lead score. The lead scores can be segregated by range and automatically funneled to their respective workflows. </p>\r\n<p class=\"align-left\"><span style=\"font-weight: bold; \">Lead database</span>. The lead database captures a qualified prospect’s details and other marketing activities like web visits, email clicks and downloads. This database funnels leads to your CRM sales pipeline and, once converted, into your main customer database. The lead database may also allow for segmentation to help you target groups.</p>\r\n<p class=\"align-left\"><span style=\"font-weight: bold; \">Lead nurturing.</span> Generally runs workflows designed to filter or shortlist prospects, which include managing the processes in email marketing and other channels and capturing data that helps in further qualifying leads.</p>\r\n<p class=\"align-left\"><span style=\"font-weight: bold; \">Email marketing.</span> Business email marketing software allows email drip campaigns and features newsletter and email templates or an editor that lets you design your layout with ease. It allows for mass emails to targeted lists with a tracking tool to view number of opens and click-throughs. It may also feature an advanced tool for triggered emails, which send the right response in real time to specific customer actions.</p>\r\n<p class=\"align-left\"><span style=\"font-weight: bold; \">CRM integration</span>. Once the leads are qualified at the top-of-funnel, they are sent to the sales team; hence, marketing automation software should have seamless CRM integration. The integration can be with a third-party solution or as an add-on to the marketing automation software.</p>\r\n<p class=\"align-left\"><span style=\"font-weight: bold; \">Forms and landing pages.</span> A form is embedded on the landing page to collect lead data, where it is funneled into your database for lead scoring. The landing page can also include dynamic content, where images, texts and calls-to-action are customized to the lead based on profiling like geolocation, industry, job title, previous interactions with you, etc.</p>\r\n<p class=\"align-left\"><span style=\"font-weight: bold; \">Progressive profiling.</span> This is a smart form that delivers the right fields to different leads. A web visitor is analyzed for key details (for example: IP address, source page, Y/N customer) and is led to a series of unique short forms to capture specific data. This feature may also require social credentials for deeper profiling.</p>\r\n<p class=\"align-left\"><span style=\"font-weight: bold; \">Reporting &amp; analytics. </span>You can calculate an individual campaign’s cost and ROI and, generally, your marketing activities, by running analytics on key metrics that are sliced and diced in different ways that include open emails, downloads, lead volume, etc. In conjunction with CRM, you can associate these values against sales metrics like conversion rate, win-loss rate and total sales.</p>\r\n<p class=\"align-left\"><span style=\"font-weight: bold; \">Mobile-optimized. </span>Mobile-optimized landing pages and emails help you target users who access the Internet from their smartphones or tablets. Mobile-optimized also means you can access the system and your data on the go.<br /><br /><br /><br /></p>"}],"characteristics":[],"concurentProducts":[],"jobRoles":[],"organizationalFeatures":[],"complementaryCategories":[],"solutions":[],"materials":[],"useCases":[],"best_practices":[],"values":[],"implementations":[],"valuesByTemplateId":{"65":{"860":{"id":3079,"characteristicId":860,"templateId":65,"value":"N/A"},"862":{"id":3080,"characteristicId":862,"templateId":65,"value":true},"864":{"id":3081,"characteristicId":864,"templateId":65,"value":"N/A"},"866":{"id":3082,"characteristicId":866,"templateId":65,"value":"N/A"},"868":{"id":3083,"characteristicId":868,"templateId":65,"value":"N/A"},"870":{"id":3084,"characteristicId":870,"templateId":65,"value":"N/A"},"872":{"id":3085,"characteristicId":872,"templateId":65,"value":true},"874":{"id":3086,"characteristicId":874,"templateId":65,"value":"N/A"},"876":{"id":3087,"characteristicId":876,"templateId":65,"value":"N/A"},"878":{"id":3088,"characteristicId":878,"templateId":65,"value":true},"880":{"id":3089,"characteristicId":880,"templateId":65,"value":"N/A"},"882":{"id":3090,"characteristicId":882,"templateId":65,"value":"N/A"},"884":{"id":3091,"characteristicId":884,"templateId":65,"value":"N/A"},"886":{"id":3092,"characteristicId":886,"templateId":65,"value":"N/A"},"888":{"id":3093,"characteristicId":888,"templateId":65,"value":"N/A"},"891":{"id":3094,"characteristicId":891,"templateId":65,"value":true},"893":{"id":3095,"characteristicId":893,"templateId":65,"value":"N/A"},"895":{"id":3096,"characteristicId":895,"templateId":65,"value":"N/A"},"897":{"id":3097,"characteristicId":897,"templateId":65,"value":true},"899":{"id":3098,"characteristicId":899,"templateId":65,"value":"N/A"},"901":{"id":3099,"characteristicId":901,"templateId":65,"value":true},"903":{"id":3100,"characteristicId":903,"templateId":65,"value":"N/A"},"905":{"id":3101,"characteristicId":905,"templateId":65,"value":true},"907":{"id":3102,"characteristicId":907,"templateId":65,"value":"N/A"},"909":{"id":3103,"characteristicId":909,"templateId":65,"value":"N/A"},"911":{"id":3104,"characteristicId":911,"templateId":65,"value":"N/A"},"913":{"id":3105,"characteristicId":913,"templateId":65,"value":"N/A"},"915":{"id":3106,"characteristicId":915,"templateId":65,"value":true},"917":{"id":3107,"characteristicId":917,"templateId":65,"value":true},"919":{"id":3108,"characteristicId":919,"templateId":65,"value":true}}}},{"id":2041,"logoURL":"https://old.roi4cio.com/fileadmin/user_upload/Pardot.png","logo":true,"scheme":false,"title":"Pardot B2B Marketing Analytics","vendorVerified":0,"rating":"1.00","implementationsCount":0,"suppliersCount":0,"alias":"pardot-b2b-marketing-analytics","companyTypes":[],"description":"Pardot provides a full solution that helps marketers create meaningful connections, generate more pipeline, and empower sales to close more deals.\r\n<ul><li>Generate more leads and move them quickly through the pipeline</li><li>Engage buyers on their terms with dynamic, personalized campaigns</li><li>Understand each step from click to close, capturing true marketing ROI</li></ul>\r\nB2B Marketing Automation Features:\r\n<ul><li>Increase engagement and sell faster by reaching the right customers at the right time.</li><li>Keep your pipeline fully stocked with a steady flow of high-quality leads.</li><li>Create beautiful email campaigns that deliver.</li><li>When marketing and sales are in sync, you can sell more effectively.</li><li>Finally understand what’s working — and what needs some work.</li></ul>\r\nBuild intelligent, data-driven programs that generate new leads and speed up your sales cycle - all while allowing customers to forge their own path to purchase.\r\n<ul><li>Create the exact customer experience you want within one powerful and flexible builder</li><li>Easily build dynamic, multifaceted campaigns by making simple decisions at each step</li><li>&nbsp;Turn sales data into marketing action by triggering campaign activity off of CRM data</li></ul>\r\nVisually map out and test every asset and every touch point in your program to better understand the customer experience.\r\n<ul><li>Experience your marketing workflows the way your customers will with visual testing</li><li>Find and fix gaps in your campaign logic — prior to launch</li><li>Feel confident upon launching that your campaign will perform</li></ul>\r\nSurface insights right within your canvas to better understand campaign performance and adapt quickly.\r\n<ul><li>The exact success metrics you need, layered directly on your canvas for a quick glimpse at campaign health</li><li>Spend less time jumping around between reports and more time making improvements</li><li>Drill down to learn more about individual asset performance, right in the canvas</li></ul>","shortDescription":"Pardot provides a full solution that helps marketers create meaningful connections, generate more pipeline, and empower sales to close more deals.","type":null,"isRoiCalculatorAvaliable":false,"isConfiguratorAvaliable":false,"bonus":100,"usingCount":17,"sellingCount":0,"discontinued":0,"rebateForPoc":0,"rebate":0,"seo":{"title":"Pardot B2B Marketing Analytics","keywords":"","description":"Pardot provides a full solution that helps marketers create meaningful connections, generate more pipeline, and empower sales to close more deals.\r\n<ul><li>Generate more leads and move them quickly through the pipeline</li><li>Engage buyers on their terms with","og:title":"Pardot B2B Marketing Analytics","og:description":"Pardot provides a full solution that helps marketers create meaningful connections, generate more pipeline, and empower sales to close more deals.\r\n<ul><li>Generate more leads and move them quickly through the pipeline</li><li>Engage buyers on their terms with","og:image":"https://old.roi4cio.com/fileadmin/user_upload/Pardot.png"},"eventUrl":"","translationId":2042,"dealDetails":null,"roi":null,"price":null,"bonusForReference":null,"templateData":[],"testingArea":"","categories":[{"id":820,"title":"Marketing Automation","alias":"marketing-automation","description":"Marketing automation refers to software platforms and technologies designed for marketing departments and organizations to more effectively market on multiple channels online (such as email, social media, websites, etc.) and automate repetitive tasks.\r\nMarketing departments, consultants and part-time marketing employees benefit by specifying criteria and outcomes for tasks and processes which are then interpreted, stored and executed by digital marketing software, which increases efficiency and reduces human error. Originally focused on email marketing automation, marketing automation now refers to a broad range of automation and analytic tools for marketing, especially inbound marketing. Marketing Automation platforms are used as a hosted or web-based solution, and no software installation is required by the customer.\r\nThe reason for using a marketing automation platform is to streamline sales and marketing organizations by replacing high-touch, repetitive manual processes with automated solutions.\r\nMarketing automation is a platform that marketers use to plan, coordinate, manage and measure all of their marketing campaigns, both online and offline. It is often used along with lifecycle marketing strategy to closely manage and nurture generated leads, aiming to convert leads into customers.\r\nMarketing automation is a type of software that allows companies to effectively target customers with automated marketing messages across channels including email, websites, social media and text messages to generate sales leads. The technology is a segment of customer relationship management, or CRM, and is typically used by marketing departments as a way to remove repetitive tasks from staff workflows and increase overall marketing efficiency.\r\nOften, a brand will use multiple marketing automation tools, referred to as the marketing technology or martech — stack. These automation platforms assist in lead generation via email marketing, chatbots hosted on social media or websites, and other channels such as short message service (SMS) text. Marketing automation tools extend the reach of marketing campaigns, creating inbound marketing, a term some vendors use to refer to the strategy of finding prospects for top- to mid-funnel via personalization of pitches derived through analytics tools, which segment customers into different groups for different approaches.\r\n<p class=\"align-center\"><span style=\"font-weight: bold;\">Marketing automation features</span></p>\r\nDigital marketing automation software manages the online element of a marketing campaign, including data analytics that can create more precise personalization of content to individual customers to drive engagement and revenue.\r\nArtificial intelligence (AI) applications such as chatbots can help automate the delivery of that information or direct potential customers to webpages, online documents or forms that help create sales or gauge a potential customer's current or future interest in purchasing a company's goods or services. Marketing manager tools can also administer customer satisfaction and product usage surveys and then collect, measure and segment the response data.\r\nThe main features of marketing automation software typically include:\r\n<ul><li>Account-based marketing</li><li>Analytics for CRM</li><li>Campaign management</li><li>Inbound marketing</li><li>Lead management</li><li>Marketing ROI</li><li>Targeting and segmentation</li><li>Social marketing</li></ul>","materialsDescription":"<h1 class=\"align-center\"><span style=\"font-weight: normal; \">Who should use marketing automation?</span></h1>\r\n<p class=\"align-left\">The beauty of a marketing automation system is that it can help your business maximize on efforts that have already proven successful. Attracting new audiences through the use of effective marketing strategies is step one, but if you want to do more to nurture those people so that they become customers, marketing automation is a good bet.</p>\r\n<h1 class=\"align-center\"><span style=\"font-weight: normal; \">How can marketing automation benefit my business?</span></h1>\r\n<p class=\"align-left\">Marketing software solutions removes the hassle from your marketing strategy and allows you to streamline, automate and evaluate tasks and workflows. Your business will be able to scale its efforts and improve how you target customers.</p>\r\n<h1 class=\"align-center\"><span style=\"font-weight: normal; \">What is marketing automation software?</span></h1>\r\n<p class=\"align-left\">In essence, it’s a set of solutions that automates, streamlines and analyzes marketing-related workflows and engagement to get more leads and qualify them for sales. The idea is the more qualified leads you get the higher the conversion rate and the more revenue you generate. </p>\r\n<p class=\"align-left\">Marketing software programs differ from CRM in that the purpose of marketing automation software is to get top-of-funnel leads, while the latter nurtures middle- and bottom-of-funnel leads. In short, marketing automation qualifies leads to feed into the CRM sales funnel for nurturing prospects to conversion.</p>\r\n<p class=\"align-left\">Marketing automation plugs into a company's CRM system, which, typically, has its own native marketing automation cloud service (such as Salesforce Pardot and Oracle Eloqua). Eloqua will work with other CRM platforms that compete with Oracle's, and Marketo, an independent marketing automation platform, will work with Salesforce, Oracle, Microsoft and other CRM systems. HubSpot also is a popular marketing automation platform that has its own CRM backbone.</p>\r\n<p class=\"align-left\">This becomes important when a company's marketing operations rely on a survey, email, social media or chatbot app for inbound lead-generation efforts that plug into Marketo or Eloqua, which, in turn, allows those marketing processes to continue regardless of which CRM the company uses. In effect, they act as middleware connecting the thousands of niche marketing automation tools and large CRM systems, where a company's customer data resides.</p>\r\n<h1 class=\"align-center\"><span style=\"font-weight: normal; \">What are the types of marketing automation software?<br /></span></h1>\r\n<p class=\"align-left\"><span style=\"font-weight: bold; \">CRM integrated</span>. Many CRM solutions today have multi-channel marketing tools to make lead generation a seamless experience from top-of-funnel to conversion. If not fully packaged, at least the marketing automation and CRM are modularized and have native integration.</p>\r\n<p class=\"align-left\"><span style=\"font-weight: bold; \">Email marketing</span>. Marketing automation has its beginnings with email marketing software. Many mailers are established and have maintained their email marketing UI as their core functionality, but they now offer newer marketing automation features like lead scoring, landing page integration and analytics beyond the open-click metric.</p>\r\n<p class=\"align-left\"><span style=\"font-weight: bold; \">Marketing automation.</span> This is the primary category featuring the standard tools, such as: forms, landing pages, lead scoring, lead database, reporting and analytics and pre-built or integrated email marketing and CRM functions.</p>\r\n<p class=\"align-left\"><span style=\"font-weight: bold; \">Marketing analytics software</span>. They can be standalone apps or modules to a bigger marketing automation system. They lend more powerful analytics to the base system and cross over to the business intelligence category.<br />Social marketing. These are marketing software solutions with focus on social media functionalities such as Twitter and LinkedIn prospecting, brand mention tracking on Facebook and triggered posts on your pages based on your rules for keywords, hashtags or mentions.</p>\r\n<h1 class=\"align-center\"><span style=\"font-weight: normal; \">What does marketing automation software do?</span></h1>\r\n<p class=\"align-left\">Here are the main features of marketing automation technology, which you should look for when subscribing to one.</p>\r\n<p class=\"align-left\"><span style=\"font-weight: bold; \">Lead scoring. </span>Allows you to automatically grade leads based on specific criteria you set, including demographics, prospect behaviors and historical interactions. You assign a weight to each criterion and the system aggregates them to calculate the prospect’s lead score. The lead scores can be segregated by range and automatically funneled to their respective workflows. </p>\r\n<p class=\"align-left\"><span style=\"font-weight: bold; \">Lead database</span>. The lead database captures a qualified prospect’s details and other marketing activities like web visits, email clicks and downloads. This database funnels leads to your CRM sales pipeline and, once converted, into your main customer database. The lead database may also allow for segmentation to help you target groups.</p>\r\n<p class=\"align-left\"><span style=\"font-weight: bold; \">Lead nurturing.</span> Generally runs workflows designed to filter or shortlist prospects, which include managing the processes in email marketing and other channels and capturing data that helps in further qualifying leads.</p>\r\n<p class=\"align-left\"><span style=\"font-weight: bold; \">Email marketing.</span> Business email marketing software allows email drip campaigns and features newsletter and email templates or an editor that lets you design your layout with ease. It allows for mass emails to targeted lists with a tracking tool to view number of opens and click-throughs. It may also feature an advanced tool for triggered emails, which send the right response in real time to specific customer actions.</p>\r\n<p class=\"align-left\"><span style=\"font-weight: bold; \">CRM integration</span>. Once the leads are qualified at the top-of-funnel, they are sent to the sales team; hence, marketing automation software should have seamless CRM integration. The integration can be with a third-party solution or as an add-on to the marketing automation software.</p>\r\n<p class=\"align-left\"><span style=\"font-weight: bold; \">Forms and landing pages.</span> A form is embedded on the landing page to collect lead data, where it is funneled into your database for lead scoring. The landing page can also include dynamic content, where images, texts and calls-to-action are customized to the lead based on profiling like geolocation, industry, job title, previous interactions with you, etc.</p>\r\n<p class=\"align-left\"><span style=\"font-weight: bold; \">Progressive profiling.</span> This is a smart form that delivers the right fields to different leads. A web visitor is analyzed for key details (for example: IP address, source page, Y/N customer) and is led to a series of unique short forms to capture specific data. This feature may also require social credentials for deeper profiling.</p>\r\n<p class=\"align-left\"><span style=\"font-weight: bold; \">Reporting &amp; analytics. </span>You can calculate an individual campaign’s cost and ROI and, generally, your marketing activities, by running analytics on key metrics that are sliced and diced in different ways that include open emails, downloads, lead volume, etc. In conjunction with CRM, you can associate these values against sales metrics like conversion rate, win-loss rate and total sales.</p>\r\n<p class=\"align-left\"><span style=\"font-weight: bold; \">Mobile-optimized. </span>Mobile-optimized landing pages and emails help you target users who access the Internet from their smartphones or tablets. Mobile-optimized also means you can access the system and your data on the go.<br /><br /><br /><br /></p>"}],"characteristics":[],"concurentProducts":[],"jobRoles":[],"organizationalFeatures":[],"complementaryCategories":[],"solutions":[],"materials":[],"useCases":[],"best_practices":[],"values":[],"implementations":[],"valuesByTemplateId":{"65":{"860":{"id":2949,"characteristicId":860,"templateId":65,"value":true},"862":{"id":2950,"characteristicId":862,"templateId":65,"value":true},"864":{"id":2951,"characteristicId":864,"templateId":65,"value":"N/A"},"866":{"id":2952,"characteristicId":866,"templateId":65,"value":"N/A"},"868":{"id":2953,"characteristicId":868,"templateId":65,"value":true},"870":{"id":2954,"characteristicId":870,"templateId":65,"value":true},"872":{"id":2955,"characteristicId":872,"templateId":65,"value":"N/A"},"874":{"id":2956,"characteristicId":874,"templateId":65,"value":"N/A"},"876":{"id":2957,"characteristicId":876,"templateId":65,"value":"N/A"},"878":{"id":2958,"characteristicId":878,"templateId":65,"value":"N/A"},"880":{"id":2959,"characteristicId":880,"templateId":65,"value":true},"882":{"id":2960,"characteristicId":882,"templateId":65,"value":true},"884":{"id":2961,"characteristicId":884,"templateId":65,"value":true},"886":{"id":2962,"characteristicId":886,"templateId":65,"value":true},"888":{"id":2963,"characteristicId":888,"templateId":65,"value":"N/A"},"891":{"id":2964,"characteristicId":891,"templateId":65,"value":"N/A"},"893":{"id":2965,"characteristicId":893,"templateId":65,"value":true},"895":{"id":2966,"characteristicId":895,"templateId":65,"value":true},"897":{"id":2967,"characteristicId":897,"templateId":65,"value":true},"899":{"id":2968,"characteristicId":899,"templateId":65,"value":"N/A"},"901":{"id":2969,"characteristicId":901,"templateId":65,"value":true},"903":{"id":2970,"characteristicId":903,"templateId":65,"value":"N/A"},"905":{"id":2971,"characteristicId":905,"templateId":65,"value":true},"907":{"id":2972,"characteristicId":907,"templateId":65,"value":"N/A"},"909":{"id":2973,"characteristicId":909,"templateId":65,"value":"N/A"},"911":{"id":2974,"characteristicId":911,"templateId":65,"value":true},"913":{"id":2975,"characteristicId":913,"templateId":65,"value":true},"915":{"id":2976,"characteristicId":915,"templateId":65,"value":true},"917":{"id":2977,"characteristicId":917,"templateId":65,"value":"N/A"},"919":{"id":2978,"characteristicId":919,"templateId":65,"value":"N/A"}}}}],"selectedTemplateId":65},"presentation":{"type":null,"company":{},"products":[],"partners":[],"formData":{},"dataLoading":false,"dataError":false,"loading":false,"error":false},"catalogsGlobal":{"subMenuItemTitle":""}}