Due to the realities of today’s marketing environment — namely, content overload, multiple platforms and non-linear sales funnels — it’s no question thatmarketing automation tools can be incredibly helpful to modern-day businesses. By managing and streamlining data across multiple channels, businesses can keep their marketing strategies organized and running efficiently.
Seventy-one percent of companies are currently using marketing automation, while another 23 percent are not currently using it but plan to in the near future, according to Ascend2.
While automation platforms help enterprises meet their goals — such as increased lead generation, sales revenue and customer engagement — it’s still unclear which tool wins within the expanding automation industry. Although Marketo and HubSpot are highly praised and have been longtime players in the market, a newer platform in the space from GetResponse might be an excellent choice as well.
Let’s delve into each tool and analyze the best option for your business.
The learning curves
One of the greatest concerns marketers have about marketing automation platforms is their poor user experience. According to the Ascend2 study, 42 percent of companies feel that the systems’ complexities hold them back from utilizing them efficiently.
Ascend2’s data on barriers to winning with automation
Many HubSpot users rave about its fantastic user experience and easily manageable interface. The platform allows you to view your entire marketing strategy within one simple, organized dashboard.
Marketo has also received outstanding reviews. The platform provides easy integration and pre-made templates for everything from campaigns to landing pages to emails.
Although GetResponse’s marketing automation feature is new, it’s easily comparable to the previously mentioned automation platforms. With GetResponse, you can set up complex campaigns with its interactive drag-and-drop workflow builder. Simply set your conditions, actions and filters, and GetResponse will take care of the rest.
Each platform has several pricing packages that include various features. Marketo’s smallest bundle starts at $895 a month, ideal for large enterprises that require robust space. However, it offers features that are unnecessary for smaller businesses.
Marketo’s three main bundles cost $895, $1,795 and $3,175 per month, each with its own features. Hypothetically, this means that you could end up spending $900 to $1,400 more per month for only a few additional features. Many enterprises have complained about the steep pricing scale.
HubSpot’s $200-per-month package is more affordable for most businesses, but there’s a catch: its marketing automation and CRM (customer relationship management) integration tools are only accessible within its $800 per month package. And it also only allows you to integrate 1,000 contacts. As you can imagine, your costs will expand as your company and data grow.