Sales and Marketing Automation Platforms
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Learn More About Sales and Marketing Automation Platforms
What are Sales and Marketing Automation Platforms?
Sales and marketing automation platforms are designed for small and midsize businesses looking for an all-in-one sales and marketing automation solution. They combine critical CRM, sales automation, email marketing, and marketing automation features. These platforms may also be referred to as ‘CRM marketing automation platforms’ or ‘marketing and sales automation platforms’.
These products are designed so that both sales and marketing teams can work within them. Ultimately, these platforms aim to help small businesses capture and convert more leads, track and manage sales pipeline, and automate marketing campaigns across digital channels.
One big benefit of having CRM, sales automation, and marketing automation capabilities combined within one platform is that there is less data leakage between platforms than there is when businesses have separate systems. This helps prevent duplication or loss of contact records across systems.
Having an all-in-one sales and marketing automation platform is also typically more affordable for small businesses than having three (or more) different systems. On the other hand, these platforms may not have all of the advanced functionality that larger, enterprise marketing automation and sales cloud systems do. Thus, they may not work well for larger businesses.
Sales and Marketing Automation Platform Features
Below are the most critical features for CRM marketing automation platforms to have:
- CRM contact database
- marketing automation
- Campaign builder
- Triggered email campaigns
- Email marketing
- Transactional emails
- Lead nurturing
- Lead scoring and qualification
- Sales automation
- Automated lead capture and follow-up
- Automated CRM activity logging
- Sales pipeline management
- Reporting and analytics
- Integrations with third-party systems
- Mobile application
Some platforms also offer advanced functionality such as:
- Payments and invoicing
- Appointment scheduling
- Appointment reminders
- SEO tools
- Website and landing page builder
- Web forms
- Paid advertising
Sales and Marketing Automation Platform Comparison
Before deciding to invest in a sales and marketing automation platform, consider the following key factors:
- Budget: If you are a small business or start-up, budget is likely a top concern. Many of these platforms have different plan levels that provide more or less additional features. Certain products may be more expensive than others, but include extra features like web forms, landing pages, or SEO tools. Decide whether you’re looking for a more basic plan or one with more additional features before starting to compare platforms.
- Ease of use: Make sure you and your team test out different platforms before deciding to purchase one. How user-friendly the software is can have a large impact on overall adoption down the line. The bottom line is: make sure your sales and marketing team members will feel comfortable using the system before you buy it.
- Growth: Does your business have plans to scale up quickly? If so, check to see that the platform you're considering buying can support your business as it grows. Certain products may have limits on the total number of contacts they can support within the CRM portion of the platform. Others may place limitations on the total number of emails that can be sent per month or per year.
Pricing Information
Most sales and marketing automation vendors will offer a few different plan levels. Starter plans will likely only include basic CRM, email marketing, marketing automation, and sales automation functionality. More expensive plans will offer more additional features.
Pricing for basic plans typically starts at around $50-$80 per month and varies depending on the number of contacts and users. Mid-tier plans can cost between a few hundred and a few thousand dollars per month, depending on the range of features included, the number of contacts, and the number of users included.
The highest-tier plans typically cost upwards of at least $1,000 per month.
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Frequently Asked Questions
What does sales and marketing automation software do?
What are the benefits of using a sales and marketing automation platform?
One major benefit of using a sales and marketing automation platform is that it provides all the functionality a small business needs to start capturing leads and making money, within one system. This will help prevent data loss and contact duplication, which typically happens when information is shared across marketing and sales systems.
For small businesses, another big benefit is not needing to have three separate systems for their sales and marketing teams to use. This helps keep costs down.
What are the best sales and marketing automation tools?
The top-rated sales and marketing automation tools include:
How much do sales and marketing automation platforms cost?
Cost can vary depending on the number of contacts, the number of users, and the range of features included. But generally, buyers should expect to pay anywhere between $50-80/mo. for starter plans.
More expensive plans typically cost at least a few hundred dollars per month, if not a few thousand dollars per month. Plans designed for larger businesses cost upwards of a few thousand dollars per month.