What is a marketing automation platform and why do companies use it?

A marketing automation platform is software that helps marketing teams run and track campaigns across email, web, and other channels in an organized way. It is used to nurture leads, send timely messages, score prospects, and pass better‑qualified leads to sales.

Typical modules include -

  1. Email Campaigns
  2. Landing Pages
  3. Forms
  4. Lead Nurturing Workflows
  5. Lead Scoring
  6. Contact Segmentation
  7. Campaign Tracking
  8. Social Posting
  9. Basic CRM sync
  10. Analytics.

Top 10 global players

  1. HubSpot
  2. Adobe Marketo Engage
  3. Salesforce Marketing Cloud
  4. Oracle Eloqua
  5. Mailchimp
  6. ActiveCampaign
  7. Pardot (Account Engagement)
  8. Klaviyo
  9. Zoho Marketing tools
  10. Constant Contact.

Author

Himanshu Gupta

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