Marketing automation tools can be powerful and effective, turning leads into sales. The key is choosing the right one. A good solution will provide essential services and seamlessly integrate with existing efforts, at a price that fits within the budget. There are many companies that offer marketing automation solutions. Let’s look at two popular choices,
GetResponse and HubSpot.
Why Marketing Automation Matters
Lots of businesses never really see their customers. They connect via email and online only, so that means that every contact is critical for converting leads into sales, and sales into long-term customer relationships.
Automated email marketing can go a long way in carrying the burden of staying on top of identifying customers and tracking their activity to best meet their needs and your sales goals. But automated email marketing, such as the kind offered through aweber.com, can carry a business only so far. Marketing automation can take a business’s efforts to the next level, and that’s why choosing the right marketing automation tool is so important.
A marketing automation tool records customer behavior and activity and allows users to set parameters for appropriate responses. For example, folks on a subscriber list who do open an email message will get a different follow-up email than people who receive the original message but don’t open it. Other avenues for automating marketing include responding to people who click on email links or make site visits. Businesses can also tailor outreach to folks who place items in shopping carts and then don’t complete the transaction, as well as folks who do follow through and complete a purchase.
GetResponse offers a variety of business products that includes autoresponders and enterprise solutions. One of these is a marketing automation tool that allows users to score and tag their leads based on user-defined criteria. Using the GetResponse dashboard, users collect, measure, and appropriately respond to a contact’s activity, thereby more successfully converting that lead into a sale, and more importantly, and on-going relationship. Contacts can be segmented based on certain factors for tailored communications. Relationship building can begin or continue through efforts like rewards or customer retention programs. The GetResponse tool allows users to customize marketing efforts based on status like cart abandonment or completed purchases.
GetResponse’s workflow builder interface uses easy and intuitive drag-and-drop functionality. It’s a highly customizable system where users can develop and modify conversion paths as needed: motivate customers to finalize purchases left in a shopping cart, pass leads on to sales teams, encourage long-term relationships, and more. There’s no need to worry that a business is too big or too small for GetResponse’s tools; the marketing automation tool is scalable, so it’s always right-sized.
A free trial and video tutorials, plus a start-up guide and targeted blog help new customers get up to speed on the basics of marketing automation so that the full capability of GetResponse’s marketing automation tool can be utilized without extensive training or a steep learning curve.
The most basic service package (Email, at $15/month for list up to 1,000) offers limited marketing automation tools (workflows and tagging of contacts); higher level packages increase the marketing automation offerings, adding lead scoring, segmentation, and web tracking. A Pro account costs $49/month and accommodates up to 5,000 contacts, with three users. Each plan’s price increases based on the size of the contact list.
All-In-One Inbound Marketing tool is one of HubSpot‘s three offerings; other products include HubSpot CRM and HubSpot Sales. It’s presented up front that this marketing tool works best when paired with the CRM and Sales products. The marketing automation component is tightly laced to relevant activities, such as building website and landing pages, developing SEO strategies and calls to action, and then establishing conversion paths, including drip campaigns and automated email and marketing processes.
Marketing automation activities can be prompted in response to contacts’ actions, such as opened emails, website visits, or other criteria established by users through the marketing interface. These criteria can be updated and changed as needed, so that an optimal conversion path is established and maintained. Analytical tools help users identify the most effective efforts, as well as those that may not bear sufficient results, given the time and energy required of them. HubSpot’s tools are also scalable so that users get the best fit for their needs, no matter their company size.
HubSpot offers a free version with limited capabilities. Users have access to some marketing-related tools, like a contact database, landing page tools and templates, lead capture pop-up forms, and traffic/conversion analytics. The paid version of the marketing product includes a full suite of HubSpot services that includes marketing automation. Additional tools that come with the paid version include social media tools, expanded analytics and reports, predictive lead scoring, and advanced segmentation.
Pricing plans don’t include an onboarding fee. Members must elect the mid-level plan or better to get marketing automation services as part of their service package. The Basic plan is $200/month and handles up to 100 contacts, while the Pro package is $800/month and handles up to 1,000 contacts. Prices of packages increase based on increases in contact lists.
Why GetResponse Comes Out on Top
GetResponse offers a robust marketing automation tool that allows users to really “get under the hood” and make the most of their business engine. Product materials and website demos are straight-forward and easy to follow, equally accessible to novice users. The dashboard is clean and simple, both visually and in processes. GetResponse meets a specific need for users seeking marketing automation services; HubSpot requires a much more significant investment across multiple facets of sales and marketing efforts. This “all-in” approach might not be right for every business.
Marketing automation is only one facet of HubSpot’s marketing product, whereas GetResponse allows for a leaner, more tailored operation dedicated to marketing automation exclusively. The specificity of tools, clean layout and simple design, and high levels of customization makes GetResponse’s marketing automation tool feel client-driven vs cialis overnight. product-led. These factors, when considered along with GetResponse’s plan that can accommodate up to 10 times more contacts and for a far less price, puts GetResponse’s marketing automation services on top.