Marketing Automation Systems and Software Packages

Marketing Automation is the name that is assigned to any software platform that is created to help marketing groups and departments simplify their processes through automating tasks that are repetitive. The employees of consulting firms, marketing departments, and marketing groups all gain important time in specifying both outcomes and criteria for processes and tasks that are subsequently understood, stored, and carried out by the program in question. This greatly reduces man made mistakes and boosts efficiency of the tasks being performed automatically.

Within the realm of marketing automation systems, there are two principal software categories. These are Marketing Workflow and Demand Generation.

Marketing Workflow

This type of marketing automation software handles the internal marketing tasks and processes automatically. Such tasks could be comprised of workflow, approvals, planning, budgeting, internal collaboration, the marketing calendar, digital asset development and management, and more or less anything which supports the efficiency of operation in the functions of internal marketing. COM or CRM administrators are commonly required to establish a complicated series of rules. Such rules will trigger actionable items for internal marketing and sales people to manually handle, including sending letters, designing files, and sending out email campaigns. Such a system improves marketeers’ capability for delivering relevant content over to the proper people at the right times. There can be some limitations in the functionality, though this is mostly as a result of the human resources capabilities in a business, as well as their amount of commitment to the assigned tasks.

Demand Generation

Demand Generation proves to be the concentration of targeted marketing programs in order to boost interest and awareness of a firm’s services or products on offer. This is typically utilized in business to government, or B2G, applications; business to business, or B2B, applications; or business to consumer, or B2C, longer sales cycles. Demand Generation covers a number of marketing areas. It is truly the pairing of structured sales processes with marketing programs.

There are a great number of such marketing automation systems’ software packages on the market these days. Among them are the following ones:

Eloqua

Eloqua is a Software as a Service set up that runs $1,500 or more per month. Among its features are email marketing, landing pages, lead scoring, multiple stepped campaigns, alerting, customer relationship management integration, and the ability to segment.

eTrigue

eTrique is another SaaS package that costs anywhere from $500 to $4,500 per month, depending on the numbers of users of the program and the features required by the marketing department. It is a fully functional offering, supporting search engine optimization, email marketing, landing pages, lead scoring, multiple stepped campaigns, alerting, customer relationship management integration, segmenting, Twitter for business use, and social media sharing and tracking capabilities.

Genoo

Genoo is the most reasonably priced of the major SaaS set ups at a mere $199 per month. Like with eTrigue, the program supports a fully functional offering, including search engine optimization, email marketing, landing pages, lead scoring, multiple stepped campaigns, alerting, customer relationship management integration, segmenting, Twitter for business use, and social media sharing and tracking capabilities.

Pardot

Pardot is another SaaS package that comes for $500 per month. It supports Email marketing, landing pages, lead scoring, multiple stepped campaigns, alerting, CRM integration, segmenting, and Social Media Tracking and sharing.

LeadForce1

LeadForce1, an SaaS software configuration, is similarly available for $500 and up for each month. It features a wide range of functionality, including SEO optimization, Email marketing, landing pages, lead scoring, multiple stepped campaigns, alerting, CRM integration, segmenting, and Twitter for Business.

Manticore Technology

Manticore is a final SaaS setup that can be had for from $833 to $2,000 per month, once again depending on how many users and features are involved in the company’s marketing operation. It does not have as many features supported as some of the competing programs, though it does support Email marketing, landing pages, lead scoring, multiple stepped campaigns, alerting, CRM integration, and segmenting.

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