Marketing automation software
Compare marketing automation software to follow up leads with email sequences, lead scoring and campaigns that run by themselves.
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Marketing automation software at a glance
Price indications and features as stated by the suppliers. Ratings are the average of the reviews on SoftwareWatcher.
| Software | Rating | From per month | Budget per user per month | Free trial account | Demo | Cloud | Dutch-language |
|---|---|---|---|---|---|---|---|
| HubSpot Marketing Hub | – | Free, paid from Starter | – | – | – | Yes | Yes |
| ActiveCampaign | – | On request | – | Yes | – | Yes | – |
| Adobe Marketo Engage | – | On request | – | – | Yes | Yes | – |
| Mautic | – | €0 | – | – | – | – | Yes |
| Salesforce Marketing Cloud Account Engagement | – | From $1.250 per month | – | – | Yes | Yes | – |
Compare marketing automation software
With marketing automation software you follow up leads and customers automatically. You build sequences of emails and other messages that start with something someone does: a download, a form, a visit to the pricing page or a period without contact. Lead scoring gives points for behaviour and data, so sales knows who is ready.
How it differs from email marketing
With email marketing software you mainly send newsletters and simple automated emails. Marketing automation goes further: multiple channels, lead scoring, landing pages, integration with the CRM and reports on which campaigns generate revenue. It suits businesses with a longer sales cycle in particular, such as in the B2B market.
What should you look out for?
- Integration with your CRM: automation works best when marketing and sales see the same data. Check whether the package connects to your CRM system, or has a CRM of its own.
- Pricing model: most packages charge by the number of contacts. Work out what you will pay as your database grows.
- Implementation: the more expensive packages require setting up in advance, sometimes with one-off costs. Allow time to build your first campaigns.
- Privacy: you process personal data and behaviour. Check consent, a data processing agreement and where the data is stored.
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