MARKETING AUTOMATION

Group 2
⊹ Raghuvirsingh Tomar - 201338

⊹ Deeptanshu Kashyap - 201414

⊹ Hemali Shah - 201423

⊹ Saurav Kumar Singh - 201446

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INTRODUCTION
⊹ Marketing automation defined by Market is a “technology that allows
companies to streamline, automate, and measure marketing tasks and
workflows to increase operational efficiency and grow revenue faster”.
⊹ A marketing automation system is a software platform that allows
marketing teams and organizations to more easily and effectively:
⊹ Execute marketing campaigns across online channels like email, social
media and websites.
⊹ Personalize and automate the repetitive tasks associated with campaign
follow-up.

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 World Market
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WORLD MARKET (Growth)
“

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WORLD MARKET (Market Share)
“

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World Market (Snapshot) 7
Spread of Marketing Automation

⊹ Social Media Today’s 2021 State of Marketing Automation survey

revealed that two-thirds of marketers are currently using at least
one type of marketing automation tool, while a Salesforce survey
found that 67% of marketing leaders currently use a marketing
automation platform.

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Market Leaders

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Market Leaders

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Indian Market

⊹ The Marketing Automation India story is still in its early stages.

⊹ The market is expected to grow at 13.5% CAGR annually in the Asia Pacific
region between 2016 to 2025.
⊹ India and China witnessing the highest growth in customer base.
⊹ As per estimates, the size of India market alone is over USD 500 million.

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Marketing automation players

Hubspot Marketo Sharpspring Simon Data

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 Hubspot
HubSpot is one of the most widely used and powerful marketing automation player out there.

Live chat, Ad management, bots, pop-ups, and emails are in this suite of tools. To take advantage
of the visual flow builder of HubSpot (image below), you need to be on the Professional
Marketing Hub plan, which starts at $800 for 1,000 contacts.

Great if you need an all-in-one tool and have the money to pay for it.

Paying north of $500 for a flow builder and $40,000 to be able to send event-based emails (when
someone does or doesn’t do something in your app) is reckless when you can get that and a lot
more for as little as $30/mo if you go with a tool like Encharge.

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Marketo
Marketo is one of the oldest players on this list it was founded in 2006, and was
recently acquired by Adobe and incorporated into their Adobe Marketing Cloud.

Marketo provides a comprehensive marketing suite with email marketing, landing

page builder, leads management, segmentation, funnel and lead tracking,
analytics, and a whole lot more. Contrary to HubSpot, Marketo doesn’t provide
in-house CRM.

Unless you’re making six figures in MRR, have a good number of team members,
and need deep integration with Salesforce, there’s little reason to choose Marketo
for your SaaS.

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 Sharpsing
Sharpspring is best known as the marketing automation player for agencies.

It is lower priced platform sold to their agency partners but it’s far from
short on its feature set, especially those most useful and provide ROI to
their B2B core business customer base.

Excellent for agencies. Sharpspring offers a fully brandable white-label, with custom pricing and
user management features designed for agencies.

It gives offer to their customers regarding behavior-based emails, social media

management, blog builder, email campaign, tracking of campaign, CRM & sales
automation, website tracking, etc. 15
 SIMON
It is an enterprise Customer Data Platform (CDP) that empowers brands to deliver
data-driven, personalized customer experiences anywhere.

It gives customer data management solutions, multi-channel marketing, marketing

stack centralization, etc. to their potential customers

It gives easy, safe and fast way solutions to the customers so that large numbers of
tasks can be executed.
They also provide different platforms for customers such as data unification and
campaign orchestration.

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Other Major Players
⊹ International Business Machines (IBM) Corporation

⊹ Oracle

⊹ Sales Force

⊹ Sap Se

⊹ Adobe Systems

⊹ SaaS Institute

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SWOT Analysis

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Solutions
Key Benefits
⊹ Scalability: Using Marketing automation gives an organization the
opportunity to run multiple campaigns at the same time in order to
satisfy the demand management and the demands for quality
management.
⊹ Single view of Customer: By using the automation techniques, the
companies are able to track their relationships and the behaviour of
individual customers rather than analysing the transactions.
⊹ Measurability: Automation gives the company an ability to measure
the campaign ROI while running multiple campaigns which last more
than the buying cycle.
⊹ Forecasting: Use of Predictive analysis for lead scoring. 20
 Key Capabilities
Email: Marketing automation provides Email marketing features like email
targeting, personalized email and email tracking. It also includes requirements like
A/B testing, drip campaign, and demographic segmentation are some of the features
offered.
Social Media: It includes marketing automation tools that can integrate social media
platforms. They are useful in carrying out social advertising, building social apps,
social media monitoring, and even for pulling comments from SM into your CRM.
Sales and CRM: Marketing automation tools with in-built CRM system are
preferred. The tools must include lead management mainly lead scoring, lead
nurturing and few other features
E-Commerce: Marketing automation tools can also act as product database. This
capability are preferred by E-Commerce firms 21
Best Practices

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STRATEGIES
AND PRICING
MODEL
“ ⊹ Market leader – Hubspot
⊹ Challenger – OntraPort
⊹ Market Follower – Marketo
⊹ Niche – Active Campaign

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Hubspot
Strategies:
⊹ HubSpot is a product designed specifically for small and
medium businesses.
⊹ HubSpot excels in capturing lead information and organizes
everything efficiently. The tool is not only highly flexible but
user-friendly as well. 
⊹ You can edit content and change designs effortlessly.
⊹ It can create an email template and also automate the content
and subject line for an individual
⊹ Can optimize content and landing page according to keywords
⊹ 24/7 support available
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Pricing Startegies:
⊹ Starts at $50/month. There is a free version also available.

⊹ The interface is simple and the support is of the highest quality. It’s the
best fit marketing automation system for small and growing companies
wanting to use inbound marketing to increase traffic, convert leads, and
boost ROI.

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Ontraport
STRATEGIES:
⊹ Ontraport solution is best for entrepreneurs and small
businesses as it is a friendly automated business software. It not
only automates marketing efforts but also combines offline and
online campaign to provide a fully integrated campaign strategy
⊹ You can send unlimited automatic emails and texts.
⊹ Can be integrated with CRM, e-Commerce, and marketing
automation tools.
⊹ You can build an ecommerce page using the software tools and
capabilities. You can get both online and offline results using
the visual campaigning performance reporting tool.

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Pricing Startegies:
⊹ Basic plan starts at $79/month. Pro is available at $297 and
Enterprise at $497/month.
⊹ 14-day free trial is available.
⊹ Can tracks customer behavior in great detail across many
parameters.
⊹ Online support is available.

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MARKETO
STRATEGIES:
⊹ Marketo automation software for marketing is recommended
for use in small to medium size business setups but it can be
used in large enterprises as well. The company has been
updating the product features on a regular basis to improve the
effectiveness of the software.
⊹ Provides a web-based email marketing platform
⊹ Offers a string of features such as landing pages, web analytics,
email marketing, social media, and others
⊹ Has the ability to create highly automated campaigns and
personalize customer engagement processes

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Pricing Startegies
⊹ Starting Price: $1026.00/month or EUR 895 – 3195
⊹ Marketo automation software for marketing is recommended
for use in small to medium size business setups but it can be
used in large enterprises as well.
⊹ The company has been updating the product features on a
regular basis to improve the effectiveness of the software.

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ACTIVE CAMPAIGN
STRATEGIES:
⊹ The ActiveCampaign marketing automation tools are fully
customizable and allow users to create campaigns that can
easily meet their marketing goals. The services include free
implementation, migration, online training, and support
⊹ Makes it easy to find existing contacts and automatically add
new contacts from various platforms like CRM, e-commerce,
and others.
⊹ Send emails to customers on any preset date
⊹ Creates dynamic data based on customer behavioral analysis,
social data, and interests
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Pricing Startegies:
⊹ The Lite Plan starts at $9/month,
⊹ The Professional at $129/month
⊹ The Enterprise at $229/month.
⊹ The software is also designed to track website activities and
events and provide real time analytics based on the results.
Active Campaign is also useful for garnering customer data in
an organized manner.

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Other Key Emerging
Players

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➔ Active campaign

➔ Autopilot
➔ SendinBlue
➔ Tugboat Yards
➔ Tray.io
➔ RD station
➔ Nextuser
➔ Keap and many more…

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Market Automation competition
and market share

● Marketing automation software

market is estimated about USD 6.08
billion in 2019 & expected to reach
16.87 billion till 2025 with CAGR of
19.2% through forecast period

● By 2022, 80% advertising processes

will be automated.

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 FUTURE OF MARKETING
AUTOMATION
❏ The advancement in the capabilities of Marketing Automation in 2021 has
brought forth its contribution towards better targeting and increased ROI for
businesses.
❏ The marketing automation enables sellers to first segment different buyers
according to their purchasing behavior and then send out tailored emails to
increase the conversion.
❏ The cascading effects result in higher productivity, better ROI, and
personalized engagement. There are a number of CRM platforms but
choosing the right one is essential for the health and growth of the business.
❏ As per a report, the market size of Marketing Automation technologies in
2019 was approximated to be at US $3.3 billion which is supposed to reach
US $6.6 billion by 2024.

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 LATEST TRENDS /TECHNOLOGY ADOPTED
BY MARKETING AUTOMATION
⊹ Marketing Automation will continue to grow going into 2021

⊹ Personalized content will reign supreme

⊹ Smarter Marketing Automation: Machine Learning + AI-assisted platforms

⊹ Chatbots will continue making waves

⊹ Lifecycle Marketing using Predictive CLV (Customer Lifetime Value)

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Reference
⊹ Cloudflare. (n.d.). Https://Angel.Co/Marketing-Automation-2.
https://angel.co/marketing-automation-2
⊹ Hofacker, C., Golgeci, I., Pillai, K. G., & Gligor, D. M. (2020). Digital
marketing and business-to-business relationships: a close look at the
interface and a roadmap for the future. European Journal of
Marketing, 54(6), 1161–1179. https://doi.org/10.1108/ejm-04-2020-0247
⊹ Nguyen, B., & Simkin, L. (2017). The Internet of Things (IoT) and
marketing: the state of play, future trends and the implications for
marketing. Journal of Marketing Management, 33(1–2), 1–6.
https://doi.org/10.1080/0267257x.2016.1257542
⊹ The Top 14 HubSpot Competitors and Alternatives for 2020. (n.d.).
Https://Www.Lean-Labs.Com/Blog/Top-Hubspot-Competitors-
Alternatives-2020.
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Thanks!

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