Marketing Automation refers to the platform for software and technologies designed for people who do marketing and organizations for more effective marketing on multiple channels online (such as email, social media, websites, etc.) and automate repetitive tasks.

Marketing automation is a field with many vendors and many specialties. The feature sets continue to evolve, driven by the competitive marketplace and new technologies. Marketing automation includes email marketing, marketing databases, and analytics. There are many more features such as multi-channel campaign management, lead management (capturing, scoring, nurturing), content generation such as landing pages, return on investment tracking, and third-party integration with other applications.

If you are examining marketing automation for your company, it’s important to have a good knowledge of what to expect, and what the key advantages are before you begin analyzing different tools. At a fundamental level, marketing automation is about optimisation.

How does marketing automation benefit a business overall

Decrease staffing costs

 Using marketing automation software, one employee can compete with a 50-person marketing and sales department by setting up nurturing and marketing campaigns that are automatically targeted based on certain criteria. After a few months of building these automated campaigns, your business might be sending out thousands of personalized emails each day on autopilot.

More revenue and average deal size

 By automating cross-sells, up-sells, and customer follow-ups you’ll likely notice an increase in your customer lifetime value. When you combine this with better management and prioritization, it’s likely that your sales activity will produce a better return on investment. Eventually, all of the benefits outlined in this post contribute to increasing revenue and deal-size in some way or other.

Improving responsibility of marketing & sales teams

Marketing automation makes it very clear where the bottlenecks in your company are, thanks to having defined processes, and birds-eye view reporting of the company’s pipeline. If marketing is capturing a certain number of leads, but none of them are being nurtured to become ‘sales-qualified leads,’ the marketing department will receive instant feedback that they need to make their nurturing campaigns better. This feedback system not only decreases tough conversations and politics of the company but also makes accountability of staff much better and departments to ensure that their part of the system is performing efficiently.

Be more efficient

 No matter how big or small your team is, you have a fixed amount of resources to grow your business. Marketing automation enables you to squeeze more results out of hours available for a person.

Less repetition, more creativity

 When you replace the manual, work done again and again with automated rules and campaigns, you automatically free up your staff’s time to focus on more productive tasks. While this has clear benefits of staff potency and effectiveness, there’s a softer and less tangible benefit on creativity and overall satisfaction that comes from focusing your team on varied creative work instead of mundane, repetitive tasks. In this segment, I want to focus specifically on how marketing automation enables marketers to be more productive and generate a higher return on investment on their project.

Refine your marketing means

One of the nice side effects of performing marketing automation software is that, if you haven’t previously, it requires you to visualize your customer journey and commercialization strategy to create processes around them. While this might not sound appealing, creating processes around the client’s journey enables you to refine how you target and nurture your leads gradually.
Marketing automation platforms can help small companies with their web marketing works. Many programs are affordable and easy to use. People connect multiple marketing purposes into a single interface, which preserves time.

Here are seven marketing automation tools worth considering


Founded in 2005, Yodle connects most every marketing tool a small business owner would need one policy, which it refers to as “Marketing Essentials.” The company contributes three packages — Yodle Organic, Yodle Ads, and Yodle Max — which, depending on the option chosen, include:

  • A search engine and mobile optimized website;
  • Listings in 50 business directories;
  • Search engine optimization;
  • Pay-per-click advertizing;
  • Facebook page creation and maintenance;
  • Customer review gathering capabilities;
  • Email marketing;
  • Special offer distribution to your company website and Facebook page.


InTouch merges email, marketing campaign automation, customer management, lead capture web forms, survey tools, and social media management into one platform. Leading pipeline administration and task scheduling are also part of the system.

Cost: Combinations start at $15.00 per month. A “pay as you go” option based on some emails sent is possible as well. InTouch also offers a 14-day free trial.


Ideal for service companies, Leadsius is a customer management platform focused on lead generation that includes lead nurturing, essential, and management, as well as email marketing, and landing page and web form creation. Also, it provides a contact database, website visitor tracking, and lead analysis and reporting.
Cost: Free for up to 2,500 contacts, then $295.00 per month.


Combined with WordPress, Spokal is an inbound marketing policy that relies on blog posts, videos, white papers, and podcasts to drive website business and generate leads. The system provides optimization suggestions to enhance SEO, shares content to social media based on a predetermined record, and curates content via Feedly, an RSS reader. A blog post editor allows users to A/B test post signs, include Flickr Creative Commons images, tweets, and other third-party content. Also, a “Twitter Builder” tool serves to grow your Twitter member base. Spokal also tracks keyword effectiveness to show you how well your content works in search engines, and provides lead scoring and nourishing for site visitors who sign up using one of its lead taking widgets. Although email marketing is not the piece of Spokal’s practice, it combines with MailChimp and Active Campaign, two affordable email platforms.
Cost: Pricing begins at $49.00 per month. The company extends a 14-day


Designed mainly for ecommerce merchants, Sales AutoPilot is a module-based marketing system that includes:
Marketing Autopilot: An email marketing segment that includes surveys, polls, integration with Google Analytics, email autoresponders, list segmentation, and A/B split testing. The module automates posting of email newsletters and transactional emails for sales.
E-commerce: This module combines SKU handling, order form creation and personalization, a combination with PayPal, Google Analytics tracking, order tracking, and a quality of return and trucking options.
Multichannel Communication: This module presents text messaging, direct mail, and telemarketing abilities.
Customer Management: The sales customer-relationship-module provides a complete contact and customer history, tasks and events, a combination with Google Contacts, and sales activity describing.
Affiliate Marketing: A module designed for managing an affiliate marketing program.
Cost: Free for up to 400 email addresses. Selected options start at $12.00 per month.


Essentially intended for use as an email marketing platform, ActiveCampaign adds other marketing automation features, such as triggered operations based on actions that customers take, and sales follow-up. Sales automation and lead nourishing are also involved.
Cost: Pricing starts at $9.00 per month.


Infusionsoft offers many marketing automation features, such as customer management, email marketing, lead capture, lead scoring, and e-commerce purchasing carts. Users can import and create contacts with tagging and segmentation, collect data about leads’ performances, obtain them based on purchasing interactions and prioritize the leads based on their readiness to buy.
Cost: $199.00 for up to 2,500 contacts.


As asked in the starting of this article as, do you need marketing automation tools for your small business or not?
Yes, These marketing tools will surely help you to expand your small business into a very successful one with a great outcome.