Are you a business looking to maximize your marketing efforts and increase conversions? If so, then B2B marketing automation could be the solution for you. From lead generation to customer engagement, B2B marketing automation tools are designed to help businesses automate their sales and marketing processes. In this article, we’ll discuss what B2B marketing automation is and review some of the best available tools. Keep reading to find out which one is right for your business!
What is B2B marketing automation?
B2B marketing automation is the process of automating repetitive, time-consuming tasks that are associated with your sales and marketing activities. This includes things like email campaigns, lead generation, customer segmentation, website personalization, and more. Automation can help you save time and resources while improving your overall efficiency.
Best B2B Marketing Automation Tools
1) ActiveCampaign:
ActiveCampaign is a powerful platform that offers a wide range of features to help you streamline your sales and marketing processes. It offers customizable templates for emails, forms and landing pages. You can also use it to build targeted campaigns with dynamic content based on user behaviour.
Pricing:
ActiveCampaign has four pricing plans: Lite, Plus, Professional and Enterprise.
The Lite plan is suitable for small businesses starting out with marketing automation, while the Plus plan is ideal for larger businesses. The Professional and Enterprise plans are designed for organizations that require more advanced features. The prices vary depending on the features included in each plan.
Features:
- ActiveCampaign offers a variety of features to help you automate your sales and marketing processes. It includes email marketing tools such as drip campaigns, segmentation, automation rules, and split testing.
- You can also use it to create forms, landing pages and webinars.
- Additionally, it offers advanced analytics reports to track the performance of campaigns and communications with customers.
Pros:
- The wide range of features offered by ActiveCampaign is a major advantage of this tool. Features including customizable templates for emails, forms and landing pages.
- You can also use it to build targeted campaigns with dynamic content based on user behaviour.
- Additionally, it has advanced analytics reports to track the performance of your campaigns and communications with customers.
- Furthermore, it’s highly affordable and there are four different pricing plans available to suit any budget.
Cons: One potential downside of ActiveCampaign is that its interface may be confusing for some users. The navigation system can be a bit tricky at first, so you might have to spend time learning how to use the platform.
2) HubSpot:
HubSpot is one of the most popular marketing automation platforms and offers a wide range of features for businesses of all sizes. From email campaigns to lead capture forms, it has everything you need to run successful campaigns. It also integrates with many popular third-party apps and services, making it easy to connect your other tools.
Pricing:
HubSpot offers a variety of pricing plans to meet the needs of businesses of all sizes. The basic plan starts at $50 per month, while the more comprehensive plans start at $800 per month. All of these plans come with access to HubSpot’s powerful features and integrations.
Features:
- One of the great things about HubSpot is its wide range of features, this is also one of the reasons why the tool is quite popular.
- Hubspot includes tools for email marketing, lead capture forms, analytics, customer segmentation, social media management, and more.
- Additionally, it integrates with popular services like WordPress, Salesforce, Shopify, Zapier and more. This makes it easy to connect your other tools and create a seamless workflow.
- Customer Service: HubSpot has an extensive customer service team that is available 24/7 to help you with any questions or issues you may have. They offer support through email, live chat and phone.
- Additionally, they provide helpful resources such as tutorials, videos and webinars to help you get the most out of their platform.
Pros:
- HubSpot is a great choice for businesses of all sizes looking for a comprehensive marketing automation platform. It offers a wide range of features to streamline your processes.
- It integrates with popular third-party apps and services making it easy to connect your other tools.
- Finally, it has an excellent customer service team to help you with any questions or issues you may have.
Cons:
One potential downside of HubSpot is that it can be expensive for smaller businesses. The basic plan starts at $50 per month, while the more comprehensive plans start at $800 per month. Additionally, some users may find the interface and navigation system difficult to use.
3) Marketo:
Marketo is a leader in B2B marketing automation and provides an intuitive platform that can help you manage your campaigns from start to finish. It offers features such as lead scoring, segmentation, automated workflows and more. With Marketo, you can easily track results so you can see what’s working and make improvements accordingly.
Pricing:
Marketo offers several plans starting at $895 per month and going up to $3,795 per month. They also offer a free trial for those who are just getting started.
Features:
- Lead Scoring: Marketo provides sophisticated lead-scoring algorithms that help you prioritize leads based on their engagement level and other data points.
- Segmentation: You can use segmentation to customize your messages and campaigns to target specific audiences more effectively.
- Automated Workflows: Marketo makes it easy to create automated workflows that trigger emails and other activities based on user behaviour.
- Tracking & Analytics: With Marketo, you can track results in real time so you can make adjustments as needed.
- Customer Service: Marketo offers excellent customer service through phone, email and live chat. They also provide helpful resources such as tutorials, webinars and more to help you get the most out of their platform.
Pros:
- Marketo is a great option for businesses that need an advanced marketing automation platform. It offers features such as lead scoring, segmentation, automated workflows and analytics so you can track results in real-time.
- Additionally, it integrates with popular services like Salesforce and WordPress making it easy to connect your other tools.
- Finally, they offer excellent round the clock customer service to help with any issues or questions you may have.
Cons:
A disadvantage of Marketo is that it can be expensive for small businesses. The basic plan starts at $895 per month and goes up to $3,795 per month.
The navigation and interface may also be confusing for some users.
4) Pardot:
Pardot is a Salesforce-owned marketing automation platform that helps you better engage with your leads and customers. It offers features like lead scoring, automated emails, segmentation, and more. It also integrates with other Salesforce products so you can easily access data from multiple sources.
Pricing:
Pardot offers a variety of plans based on the number of contacts and features needed. Prices start at $1,000 per month for up to 10,000 contacts and go up to $25,000 per month for unlimited contacts.
Features:
- Pardot offers a number of features that make it one of the best B2B marketing automation tools available. These include lead scoring, automated emails, segmentation, A/B testing, score-based routing, integration with Salesforce products, and more.
- Lead Scoring: Pardot’s lead scoring feature lets you assign points to leads based on their behaviour and activity on your site or in your emails. This helps you determine which leads are most likely to convert.
- Automated Emails: Pardot helps you create automated emails that are triggered by user actions. This helps ensure your messages are sent at the right time and to the right people.
- Segmentation: You can use segmentation to target specific audiences with more relevant content and offers.
Pros:
- Pardot is an excellent choice for businesses that already use Salesforce products.
- It integrates seamlessly with Salesforce so you can access data from multiple sources in one place.
- Additionally, it offers a variety of features such as lead scoring, automated emails, segmentation, and more.
- Lastly, they offer excellent customer service.
Cons:
Pardot is more expensive than many other marketing automation tools. Prices start at $1,000 per month for up to 10,000 contacts and go up to $25,000 per month for unlimited contacts. 5)
5) Infusionsoft:
Infusionsoft is a powerful tool that helps you manage customer relationships and automate marketing activities. It offers features like email automation, segmentation, and more. You can also use it to track leads throughout their buying journey and analyze results for better insights.
Pricing:
Infusionsoft offers a variety of pricing plans that are tailored to fit business needs. Prices start at $79/month and go up to $379/month depending on the number of contacts, users, and features you need.
Features:
- Infusionsoft allows you to effectively manage customer relationships with its contact management system.
- You can segment customers into lists, create forms, track leads, and send automated emails.
- The tool also provides powerful analytics so you can measure your campaigns’ effectiveness and identify improvement opportunities.
- You can access mobile apps such as Infusionsoft’s CRM and e-commerce tools to help streamline sales processes.
- Additionally, it integrates with third-party applications like Google Adwords and Salesforce for a comprehensive view of your marketing efforts.
Drawbacks:
Infusionsoft is an advanced platform that may be too complex for smaller businesses. It also lacks a free version or lower-priced plans and some users may find the interface difficult to navigate. Additionally, it can be expensive if you need more than basic features.
6) Eloqua:
Eloqua is a marketing automation platform designed to help businesses automate their sales and marketing processes. It features like lead scoring, automated emails, segmentation, and more. The platform also integrates with Oracle’s CRM to allow you to access data from multiple sources.
Pricing:
Eloqua offers three pricing plans:
- Professional – $2,000/month
- Enterprise – $7,500/month
- Corporate – Custom pricing
Features:
- Lead scoring: Eloqua’s lead scoring algorithm helps you prioritize prospects based on their engagement with your content and online behaviour.
- Automated emails: Create personalized emails that can be triggered based on a user’s actions or inactivity.
- Segmentation: Easily segment contacts into lists based on criteria such as location, job title, or interests.
- Contact profiling: Get detailed insights into the behaviour of each contact to help you tailor your messaging accordingly.
- Integration: Integrate Eloqua with other popular business tools such as Salesforce and Marketo.
Drawbacks:
Eloqua is a complex platform that may be too expensive for smaller businesses. It also lacks a free version or lower-priced plans, and some users may find the interface difficult to use. Additionally, it could take some time to become familiar with all of its features and capabilities.
Conclusion
B2B marketing automation is a great way to streamline your sales and marketing processes and increase efficiency. The seven tools we have discussed above are some of the best B2B marketing automation tools on the market today. Consider these options when looking for a tool that will work for your business.
No matter your business size, B2B marketing automation can help you save time, money, and resources while improving your overall efficiency. From lead generation to customer segmentation, there are tools designed to suit the needs of any organization. Marketers who use automation report improved campaign performance and higher return on investment (ROI). Plus, with automated solutions, you can quickly test different strategies and adjust as needed.