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Benefits of Marketing Automation Software: Examples of Top Solutions Explained

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What are the benefits of marketing automation software? It consolidates your marketing processes, integrates them with sales for alignment and frees you from mundane daily admin tasks. Put together, these benefits result in even more benefits to the company:

  1. Boost productivity
  2. Accelerates Your Campaigns
  3. Makes Multi-Channel Marketing Easy
  4. Makes Audience Targeting Smarter
  5. Simplifies Progress Tracking
  6. Reduces Staffing Costs
  7. Increases Revenue

Have you had a successful campaign that generated tons of leads but sales didn’t follow up? Perhaps, sales did but wasted time on dead-end leads. You’re probably having trouble with the lack of collaboration between your marketing and sales teams. And this is just the tip of your woes as a marketer in a hyper-connected consumer world of today.

Over the past years, technological advancements have changed the way businesses tackle marketing. The strategies that professional marketers use have evolved from emails and online promotion to social media marketing and mobile advertising. With the growing number of ways to tap target audiences on a global scale, it has become increasingly difficult for marketers to keep up. This is why it is becoming more and more important to have marketing automation solutions in your business’ arsenal of tools. 

Marketing automation software programs are built to increase the operational efficiency of campaigns by streamlining, automating, and monitoring your marketing efforts. Used by large enterprises and small companies alike, these systems are implemented to achieve various business objectives such as increasing marketing ROI, acquiring more customers, optimizing productivity, and measuring performance. AI is also sprucing up marketing automation in ways that can only mean better leads for you.

Source: SharpSpring

Among the most common problems that marketing automation has smoothed out are the lack of collaboration among marketing and sales teams, faulty data input, and the difficulty of calculating ROI. By using the many tools that these systems offer, you no longer have to deal with these issues. You can use CRM integrations to promote internal synergy, utilize real-time analytics to get accurate data, leverage the in-depth insights from the system to measure your ROI, and the list of benefits goes on.  

Do you think it’s high time for you to invest in a marketing automation platform? To help you decide, we will be exploring the different features of these programs as well as some reasons why they are essential for modern marketing. We have also included some examples of marketing automation software to kickstart your search for a platform. But before we delve into the benefits of marketing automation software, let us first go over what marketing automation programs are.

Marketing Automation Software Explained

The purpose of marketing automation software solutions is to help you deliver quality content to the right people efficiently, so that you may increase your sales and fortify your company’s branding. It is equipped with a plethora of tools that let you create campaigns, identify quality leads, improve your content, and manage your emails and social media accounts.

Whether you own a large business that executes long sales cycles or a startup company that doesn’t have enough staff to manage marketing campaigns full-time, marketing automation can ease your troubles. Here are some of its key features:

  1. Campaign Automation
  2. Social Media Management
  3. Email Management
  4. Content Management
  5. Lead Nurturing
  6. Lead Scoring
  7. Lead Conversion Tracking
  8. Customer Segmentation
  9. A/B Testing
  10. Campaign Tracking and Reporting
  11. Customer Engagement Analytics
  12. ROI Analytics
  13. Website and CRM Integration

Benefits of Marketing Automation Software

The business landscape is cutthroat, fast-paced, and fickle. And with increasingly complicated technological advancements, professional marketers often find themselves struggling to create effective campaigns that can keep up with trends.

In order to remain competitive, many entrepreneurs opt to implement a marketing automation system. With these at their disposal, they can easily simplify time-consuming responsibilities and make their performance more efficient.  So, how exactly will marketing automation platforms help your business? To help you get a better grasp of what these systems can do, we have listed down some of the many benefits of marketing automation software:

Boosts Productivity

The purpose of marketing automation software is to optimize sales and marketing efforts. By automating certain aspects of your marketing process, you can cut down the time spent on managing campaigns. You get to spend more time handling your business or putting your focus on attention-demanding tasks. It also allows you to streamline collaborations between your marketing and sales teams, making your operations run seamlessly.

Sample Features:

  1. Scheduling Tools – This lets you schedule actions such as emailing, social media posting, and the like.
  2. CRM Integration – This integration allows users to store customer information and status, so that you can synchronize your marketing and sales efforts.

Refines Your Marketing Process

Marketing automation platforms allow you to visualize your customer’s journey down the sales funnel. With its analytics tools and automation features, you can fine-tune the way you create your marketing strategies and ensure that you are spending on profitable marketing efforts.

Sample Features:

  1. A/B Testing – Also known as split testing, this tool lets you test out the effectivity of your campaigns before you launch them, so you can better gauge if a particular campaign is worth pursuing.  
  2. Workflow Management – This feature allows you to set the sequence by which you want to go about your campaigns. It enables you to visualize how you want the sales process to proceed from engaging a lead to converting them into customers.

Accelerates Your Campaigns

Using marketing automation, you can speed up the way you handle your campaigns. It removes the need to send emails manually, manage your social media pages 24/7, create landing pages from scratch, or blindly execute risky campaigns. This way, you lessen the possibility of human errors and make well-informed decisions that will accelerate your marketing process.

Sample Features:

  1. Campaign Automation – This feature lets you design your marketing workflow and automate it as you desire, eliminating repetitive tasks.
  2. Real-Time Analytics – This tool lets you get real-time updates on how your campaign is doing so you can easily adjust your strategy as you go.

Makes Multi-Channel Marketing Easy

With the rise of social media, marketing strategies have drastically changed. According to “Multichannel Marketing,” a book authored by Akin Arika, this trend has paved the way for the emergence of integrated, customer-centric, cross-channel campaigns. This is why many software developers began incorporating multi-channel capabilities to their products. These new features allow you to get in touch with your audience not only through email and your website but also via social networking sites such as Facebook, Twitter, and Instagram among others without much hassle.

Sample Features:

  1. Social Media Management – This lets you manage multiple social media accounts within the platform. It allows users to schedule posts, improve SEO, and increase social accountability among others.
  2. Email Management– This feature helps users manage emailing efforts through effective scheduling, customer segmentation, as well as contact integration
  3. Landing Page Editor – This tool allows you to present your compelling sales pitch in an eye-catching site without the need for extensive web development knowledge.

Makes Audience Targeting Smarter

Marketing automation allows you to determine which leads are worth pursuing, find out which prospective clients you should prioritize, and figure out how to get in touch with them more effectively. In essence, these platforms take the guesswork out of marketing so you can work smarter–not harder.

Sample Features:

  1. Lead Scoring – This feature determines which leads are more likely to be converted into paying customers to help you prioritize certain prospects over others.
  2. Trigger Marketing – This tool allows you to send the right message to the right people at the right time. It lets you plan a strategic response to your clientele according to their activity and their status in your sales process.

Simplifies Progress Tracking

When it comes to progress, numbers don’t lie. This is why most marketing automation systems have real-time reporting tools that give you in-depth insights on how your campaigns are doing. This allows you to observe how your audience is responding to your strategies, evaluate the parts of your campaign that are working and which ones are not, and track your ROI.

Sample Features:

  1. Conversion Tracking – This tool takes note of the number of customers who purchase your product or employ your service after interacting with your ads.
  2. Customer Engagement Analytics – This feature monitors the number of prospective clients you are able to engage with through the various channels and touchpoints of your campaign.

Reduces Staffing Costs

Marketing software solutions are like superpowers that enable a small group of professionals to compete with a large number of employees. It simplifies and speeds up your marketing campaign using carefully engineered automation features. This way, you can confidently put some aspects of your campaign on autopilot while you manage your business.

Increases Revenue

Investing in a platform can be expensive. However, as mentioned previously, marketing automation can reduce staffing and operational costs by helping you handle more processes without the need to hire more people. This means you use up fewer resources while securing more conversions, thus, increasing your business’ overall revenue.

Examples of Marketing Automation Software

With marketing automation software explained, you can now start browsing for platforms. We have listed down some of the leading examples of marketing automation software to help you begin your search.

HubSpot Marketing

An inbound marketing software created for all business sizes, HubSpot Marketing provides comprehensive features to help you grow traffic and increase lead conversions. It is packed with robust tools for blogging, emailing, SEO, marketing automation, lead management, analytics, and more. Available in both free plans and paid packages, this system may be integrated with multiple third-party applications, CMSs, email service providers, and eCommerce tools. The vendor offers a great free trial plan for those who’d like to try out the key features of the product first. You can easily sign up for HubSpot Marketing free trial here.


Built for small and medium-sized businesses, SharpSpring is a comprehensive email marketing platform that optimizes how companies communicate with their customers and leads. It offers a full suite of features that include behavior-based email automation, lead nurturing, lead tracking, and campaign tracking. The platform is also equipped with transformative email analytics to help you monitor your progress. In addition to these tools, SharpSpring blends easily with a large number of third-party applications and integrations so you can configure it according to the needs of your operations. For subscriptions, they have monthly plans and quote-based packages priced according to the number of contacts you need the system to support.

You can easily try out the features of this product with a great free demo offered by the vendor. You can easily sign up for SharpSpring demo here.


Exponea is a cloud-hosted marketing platform built to accommodate customer-centric campaigns that require omni-channel communication. Known for its powerful email optimization tools and top-of-the-line scenario designer, this software solution can easily automate campaigns without compromising customer experience. For pricing, Exponea offers quote-based plans, so you can ensure value for your money. If you want to try the features at no cost you can easily do so when you sign up for an Exponea free demo here.


A leading marketing automation platform, Marketo is used by businesses around the world. It was created to streamline the way you build long-term relationships with customers using lead management, consumer engagement, and real-time personalization features. It also has in-depth ROI reporting to help you monitor your progress more effectively.

bpm’online Marketing

bpm’online marketing is a cloud-hosted program that optimizes both front-office and back-office tasks. Built to handle holistic multi-channel marketing campaigns, this system runs out-of-the-box processes for lead management, workflow automation, content creation, communication, and more. It also provides an intuitive platform that is powerful enough for tech-savvy users yet simple to operate for those who are new to implementing marketing automation.


A business marketing application for small companies, ActiveCampaign is utilized by over 100,000 people globally. It is an all-in-one program that combines the power of marketing automation and sales CRM in one interface. From email management and campaign organizations to sales management and lead scoring, this platform has everything you need to synchronize your marketing and sales efforts.


InstaSky is ideal for anyone who is looking to automate their scheduling process for posting on Instagram. Based on the user’s preferences, InstaSky can automatically schedule posting on Instagram on a daily, hourly, or weekly basis. Users simply need to upload their media content and input their caption and the software will take care of the rest. To help users understand if their efforts on Instagram is working, InstaSky can generate detailed reports and analytics regarding post performance and subscriber growth.


While you may have modernized your approach to marketing, there will always be room for improvement. Boost your campaigns by implementing a marketing automation system. With these platforms, you not only speed up your sales process and increase employee productivity, but also expand your reach more effectively and manage your resources better.

If you want marketing automation software explained in more detail, feel free to check out our beginners’ guide to marketing automation.

By Jenny Chang

Senior writer at FinancesOnline who writes about a wide range of SaaS and B2B products, including trends and issues on e-commerce, accounting and customer service software. She’s also covered a wide range of topics in business, science, and technology for websites in the U.S., Australia and Singapore, keeping tabs on edge tech like 3D printed health monitoring tattoos and SpaceX’s exploration plans.

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