April 29, 2019
Best marketing automation tools
Your customers are more likely to appreciate marketing when the content is useful and personal. And the chances of getting a positive response from them increases if you know what content to send, where to send it, and at what time.
Nailing that trifecta is easier with a killer customer journey marketing toolkit, a combination of tools that work together to communicate with customers at the right time and in the right context. Coupled with scalable technology and processes, customer journey marketing is the secret sauce behind your business’ growth and scale. A great customer journey marketing toolkit will help you do these things well:
- Automate your customer journey
- Track sales data and send that data to other apps
- Communicate with customers across multiple channels (such as email, in-app messaging, direct mail and text messages)
- Generate landing pages where customers can enter personal information
- Collect and store customer data before sending it to other apps
- Help your team communicate and work more efficiently
- Analyze your and visualize customer data
The apps below make up our recommended toolkit for automating the customer journey. Best of all, most of them have the ability to integrate and send data to one another, so you aren’t stuck wasting time uploading Excel files and trying to categorize information.
First things first: good marketing automation software helps you communicate with customers intelligently across multiple channels such as email, in-app messaging, text, and direct mail. Autopilot makes this process easy and visual. As the template below shows, you can do things such as automatically assign a lead to your sales team and send an email, any time a customer makes an inquiry via chat on your website.
Customer Relationship Management (CRM) software is like the pantry of your marketing automation toolkit. It helps your sales team manage deals, pipeline, and customer details while storing data until you need to use it elsewhere – in an email, perhaps.
A CRM solution will help you manage customer data and relationships by giving you a place to record every user interaction. They’ll also send that data to other apps, which means you can make sure those apps are taking into account all the information you’ve painstakingly collected about each customer. Connecting a marketing automation system with your CRM solution such as Pipedrive allows you to nurture leads that aren’t yet ready to buy, as demonstrated by the following Autopilot template:
A big piece of the demand generation puzzle is creating targeted pages that convert visitors into customers; they can be created using a landing page builder such as Instapage. Landing pages usually provide a form for the customer to fill out with demographic data such as name and address. They’re important if you want to get people to take simple actions, such as giving you their email address before they sign up for a free product trial.
The reason they need to be part of your customer journey marketing toolkit is this: when a customer enters data into a landing page, you can send that information to other apps in your toolkit such as your CRM. This makes it easy for you to capture and track leads, and take action.
These internal chat systems will help your team efficiently stay on top of all your leads. Slack is especially powerful when integrated with other products; for example, say a customer fills out a form on your website. You can have a chat client automatically notify a specific sales rep anytime that happens (i.e., whenever a new lead enters the pipeline via Pipedrive).
Data hub companies allow you to get customer data to the right places by syncing hundreds of integrated apps without needing a developer. With Segment, you can do things such as collect customer data and send it to tools for analytics, marketing automation, and raw data access. This process plays a huge part in understanding the people that use your product or those who may want to in the future.
In-app messaging: Headsup
Headsup, Autopilot’s in-app messaging tool, helps marketers reach customers with highly relevant messages while those people are actively browsing a website or using an app. Because you’re delivering a customized message based on what the person is looking at in real time, it allows you to communicate a message that’s meaningful to the user in that context.
We’d also love to learn which great apps you use for your own journey marketing. Let us know in the comments below!