Marketing automation: How your business can automatically win customers

Your small business can save valuable time and resource by automating your marketing. Read our guide to marketing made easy here

What is marketing automation?

With so many different marketing channels available to your small business, a multi-platform marketing strategy is essential for an effective campaign.

Marketing automation encompasses a wide spectrum of technologies, platforms and processes that help with the execution of strategies and the analysis of their effectiveness.

These include:

  • Managing campaigns
  • Analysing campaigns
  • Managing customer data
  • Customer relationship management (CRM)
  • Lead generation

There are a variety of web-hosted services to help you deal with these different marketing tasks, varying in price and functionality.

All you have to do is decide the parameters and goals of your campaign and set the wheels in motion.

As with other automated processes, automated marketing has the potential to be far more powerful than marketing activities conducted manually by yourself or your team.

Marketing automation enables you to gather vital insights about your customers to create highly-targeted campaigns –meaning no wasted resources. You can then automatically gather the data from a previous marketing campaign and use it to inform the next.

And you can say goodbye to chasing customers for payments by automating your payments processes too.

You can streamline the way your business takes payments by adopting a method of instantly taking recurring payments.

Marketing automation tools

Marketing automation tools Features Pricing
Marketo Marketing automation services for companies of all sizes across a variety of areas including lead management, email marketing, consumer marketing, customer base marketing and mobile marketing. It also includes marketing analysis, enabling you to identify which are your most powerful channels by revenue and ROI so you can decide where to focus your resources. Prices available upon request
Pardot Pardot is business-to-business (B2B) marketing automation software owned by Salesforce. It features customisable dashboards, integration with third party data sources and other devices. For another £40 per month you can also access sales and marketing alignment Standard:
£800 a month
£1,600 per month
Ultimate package: £2,400 per month
All allow for up to 10,000 contacts.
Oracle Eloqua Services to manage data and customer experiences across email, mobile, social and web. Testament to its longevity in the space (it’s been around since 1999), Eloqua has network of over 500 partners and 700 integrations. Basic (10 users): £1,427 per month
Standard (50 users): £2,854 per month
Enterprise (unlimited): Contact sales

Customer service software Features Pricing
HubSpot HubSpot provides a full stack of software including marketing, sales, and customer success, with “a completely free” CRM offering. Many of its tools including form lead collector, lead capture pop-up forms, contacts management, and traffic and conversion analytics are free. Starting from $200 a month, you can access the marketing automation, email marketing, landing pages, social media and analytics tools. Blossom:
£15 per agent per month Garden:
£25 per agent per month Estate:
£36 per agent per month Forest:
£69 per agent per month
Ontraport Visual marketing and reporting platform that can create campaign maps to help guide customer journeys. The reporting tool tracks real-time performance of your campaigns to give insights into strengths and weaknesses so you can act immediately to address them. Basic: £56 per month
Pro: £212 per month
Team: £426 per month

It’s not just marketing that you can automate to win back valuable time to spend on your business.

You can achieve a four day work week by automating everything from your customer service to your payments and accounting.

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