Marketing Automation Tools for Small Business

Marketing automation apps are crucial for small businesses as they help in automating marketing & sales related tasks.  While traditionally sales team use CRM app to generate leads and track the progress in the sales funnel, the marketing activities required to convert them into customers has also become an integrated process. Automation apps help the marketing team get rid of monotonous tasks like rule-based lead nurturing activities and focus more on core marketing tasks. Important marketing activities in which  automation programs add value are email marketing, campaign management and ROI tracking.

However, before you go ahead and start with implementation of the app it is important to understand which tool or software would be best for your company. We have shortlisted five tools:

1. GetResponse

GetResponse platform consists of email marketing and online campaign management to enable small businesses to grow their sales, maximize ROI and succeed in online marketing. Its popular for its email automation features. GetResponse has ‘workflow builder’ which helps in creating ideal conversion funnel. After setting up, workflow builder can send coupons, social media links, welcome emails, newsletters etc. In-built colorful email templates makes this job even more easy. It also has ‘Email ROI’ feature which enables you to track the email campaigns. You can also track the visitors on your website and uncover those visitors who are visiting frequently and how they are interacting with the website. To ensure marketing automation efforts are run without any issue, GetResponse provides customer service through live chat, phone and email. Based on list size and features, they have different plans to offer, for growth focused marketers and Small businesses they have pro package which is priced $49/month for list size 5000 covering most of the required marketing automation features.

2. Mailchimp

Mailchimp provides beautiful email templates which are easy to use (drag and drop) and help connect with the leads. Welcome emails, coupons, back-in- stock alerts etc. are some of the useful features. Emails can be targeted at customers based on behavior, preferences. In addition, Mailchimp supports multi-user login, so this can be great for team collaboration. The most exciting news is that all the marketing automation features are free for all MailChimp users irrespective of the plan you are already using. Mailchimp helps in pre-filling personal data in the form fields through ‘automation pre-population’ which means once a form is completed by a lead, additional forms in the future are pre-filled with their data (helps in conversion optimization). Mailchimp has developed machine learning capabilities to continuously test open rate, click rate and timing to further optimize conversion. Apart from this, the mobile app also lets you access all of these features and work on the go.

3. Marketo

It is a one-stop shop for all automation needs — from generating leads to building landing pages. It is particularly popular for maximizing site performance via streamlining A/B testing of landing pages. Moreover, content calendar feature enables you to manage content easily. You can also buy specific bundles like mobile marketing, email marketing, lead management etc. Since 2015, Marketo has been introducing new mobile features that help digital marketers stay on top of the latest mobile trends. The application can be easily accessed on a mobile, tablet or phablet device and campaign assets created using Marketo are optimized for mobile devices by default. It creates a lead score based on marketability, factoring demographic and monitoring the interests of prospects. This helps Sales representatives to identify valuable prospects and offer targeted assistance. Marketo has also developed a product called Spark targeted for small business which allows you to set up and monitor any type of marketing campaign. Spark includes lead scoring and insights, inbound marketing, lead nurturing, email marketing, social media and event marketing as part of its suite.

4. Hubspot

Hubspot has very intuitive user interface; its dashboard displays campaign analytic data which helps in managing the marketing plan. After setting it up marketing team can manage it easily without requiring any training. Hubspot is very attractive option for small business seeking all-in-one solution for inbound marketing. Primary reason being the suite of essential tools which integrate well with one another and provide a holistic picture of how marketing plans are performing. This cloud-based app has marketing tools, automation, CRM and email marketing consolidated into one which allows contacts to be easily transferred to marketing funnels resulting in better customer tracking and email communication. Pricing for this software is based on the features and the number of users, however some basic features are provided free of cost.

5. ActiveCampaign

ActiveCampaign provides two-pronged solution – email marketing and marketing automation. It allows you to send newsletters, maintain contacts, and automate your marketing campaigns via rules. In addition to multi-language support, this tool helps you create visually appealing dynamic email content, generate insights by tracking audience behaviour and demographics. The live user support is a great value addition considering it can help you move quickly in case of any ambiguity. For $9.00 per month, you can subscribe to its Lite package which is the base plan and send unlimited emails to up to 500 contacts. Pricing increases depending on the type of feature, the number of subscribers and the number of emails.

Plug: TeamWave – CRM, Project Management & HR Software for Small Business

Irrespective of the marketing automation app you select, make sure you’re getting the most out of the tool. Note that these are just five of the prominent tools among several other options.


teamwave

New in CRM: Sales Automation, Contact Merge, Deal Merge and Universal Contacts

Last month, we released new features in Project Management app. Today we are releasing new features for the CRM app: better contact management, deal management, automated deal and contact creation via ‘smart email address’.

Sales Automation via ‘Smart Email Address’

Early this year, we introduced Zapier integration. This was the first step to automatically create deals by capturing data from various sources (example: web forms).
Sales Automation via email is the next step in that direction. We understand that “Email” is the single most important (and widely used) tool for SALES related conversation.

If your organisation receives a small volume of emails each month (say a few hundred emails per month) you can easily create new deals, contacts and link them in TeamWave. As each deal has to be created manually, the data entry process takes up some time.

What if your organisation receives a large volume of emails each month? Adding deals manually and associating contacts will end up taking a LOT of time. To save time and avoid data entry we have built a sales automation feature!
Now, you’ll be able to automatically create deals, contacts and link them simply by sending email to the ‘smart address’. All you need to do is set up an email rule in the settings page (accessible to the CRM admin and account owner). You can also go one step further by setting up auto forwarding in your email provider (Gmail, Outlook mail), if you have certain email addresses (example: contact@company.com) which receive most of the emails from new prospects. Watch the video to learn more:

Contact Merge

At this time there are multiple ways of adding contacts to your TeamWave account. You can add each contact manually, bulk import contacts (.cv or .xls files) or sync with Google contacts, MailChimp contacts, etc.

With multiple options of getting contacts into the CRM app there is a high probability of getting duplicate contacts. We can help you eliminate duplicate contacts with “merge feature”. Now you can easily merge contact persons and organisations with few clicks.  After opening up the contact details page click on the ellipsis link present at the top, click on  ‘merge’, enter the duplicate contact name/email in the search box and choose the contact from the suggestion. Select the contact details which should be preserved and preview – missing fields will be filled if the data would be available in the corresponding field of the duplicate contact. Finally click on ‘merge’ to save the details and delete the duplicate.

Contact Merge

Deal Merge

As deals can be created by manual entry and bulk import (via ‘.csv’ and ‘.xls’ files), it is possible that you’ll end up with duplicate deals as well. In the deal details page click on the ellipsis link and click on ‘merge’. Enter the deal name, select the duplicate from the suggested list and choose the deal whose details will be preserved. Preview the details and click on ‘merge’. It’ll transfer all the related data (contact person, activities, emails, files, notes, followers) to the preserved deal and delete the duplicate.

Deal Merge

Universal Contacts

All contacts in your TeamWave account will be accessible to all the employees who have access to the CRM app. This will improve organisation wide data integrity and foster better collaboration. Editing contact details (name, email, phone number, custom fields, etc.) and linking/unlinking of the organisation in the contact details page can be done only by the contact owner, admins and the account owner. While employees will be able to add notes, upload files and schedule activities, they won’t be able to edit or remove activities, files and notes add by others. There is no change in mails and deals – they remain private to the salespersons.