Here are 11 benefits of using marketing automation software:
- Higher conversion rates
Marketing automation can direct your marketing content to customers who are interested in your business, which can help you boost the likelihood of a sale or converting a lead into a customer.
- Increased employee productivity
By automating tedious, manual marketing tasks, your employees can devote time to other, more important tasks.
- Improved workflow
Marketing automation software can help create a smoother process by assigning and tracking tasks, alerting team members to new developments, automating scheduling, facilitating communication, and enabling collaboration.
- Deeper customer relationships
Because the software helps you personalize your marketing content, you can cultivate enhanced relationships with your customers.
- Concrete measures of success
Marketing automation software provides an easy, quantifiable way to track your successes and see which areas need improvement by providing data on KPIs.
- Personalized buying journey
Seventy-seven percent of buyers say they want unique content sent to them at each stage of their buying journey. Marketing automation software collects information from each customer, analyzing their user behavior and capturing data that your team then uses to craft customized content for each customer.
- Better leads
While it’s tempting to believe that the more leads you have, the more successful your campaigns are you have a higher chance of success by converting those leads into customers if you adopt a targeted approach. Marketing automation software helps you hone your strategy by identifying which leads have the most potential based on a scoring system you determine.
- Easier nurturing of leads
With your leads in hand, you can automate drip campaigns and other communications to keep consumers interested in your business. The software does this by analyzing the customer’s behavior and deploying targeted campaigns based on that information.
- Centralized reporting and analytics
Using all of the pertinent data that is stored and organized about your customers, you can put that data to work for you in your marketing campaigns.
- Rich customer profiles
By pairing marketing automation software with a customer relationship management (CRM) system, you can create an in-depth database of your customers. Customer profiles come complete with detailed behavioral tracking information, demographics, and user behavior, all of which help you tailor the customer experiences.
- Increased revenue
Marketing automation can increase revenue by targeting leads that are more likely to make a purchase, as well as deploying campaigns to retain that customer.
Key takeaway: Marketing automation software can have many benefits, including increased revenue, better leads, measurable indicators of success and improved workflows.
Marketing automation pricing
There are many different marketing automation software providers, each of which offers different price structures and features. Depending on the provider, pricing may be a monthly subscription (SaaS – software as a service), or you may have to provide specific information about your company to get a custom quote.
With most SaaS solutions, expect to pay anywhere from $15 to $90 per month for basic plans with limited capabilities and features. More advanced plans cost $100 to $270 per month, while the most comprehensive plans cost $300 or more per month.
Providers typically price their plans in one of these two ways:
Monthly subscription plan (SaaS): Most vendors offer a monthly subscription plan with various tiers based on the features and number of contacts supported. The highest pricing tiers generally include integrations with sales platforms and advanced features such as data encryption, predictive content, and website retargeting. This plan is the most common type and is suitable for companies that are looking for a multifunctional tool that allows them to run analytics, nurture and convert leads, and collaborate with other teams.
Per-contact, per-month plan: This plan type is less common. In this structure, the vendor charges you based on the number of contacts you have in your database. These providers often have a calculator on their website ‒ you input your number of contacts and the vendor instantly remits a quote. This plan type is ideal for B2C companies that have high volumes of potential leads.
There are other costs to be aware of when looking at marketing automation software. The four most common are:
Implementation and onboarding: The provider may require you to purchase an implementation and onboarding package, which covers migrating your company’s data, setting up your dashboard, training your staff, and holding post-implementation check-ins.
Additional features: If you want features that are not included in your original monthly package, some providers let you purchase these for an extra fee.
Customer support: While most plans include some form of customer support with the monthly subscription fee, you may need to pay extra for priority support, 24/7 access or a personal, dedicated customer support representative.
Consulting: Some providers offer consulting services, which may be offered as one-on-one sessions, webinars or feedback on campaigns.