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Marketing automation is an emerging category of marketing technology in which there is no clear winner, yet. Of those who are using marketing automation, nearly a quarter are using Hubspot, followed by Marketo, Salesforce Marketing Cloud, Oracle Eloqua and Adobe Campaign (for the latest on Campaign, check out our handy info hub featuring Adobe Marketing Cloud updates).
Datanyze analysis confirms the dominance of Hubspot amongst the smaller to medium sized businesses (26% market share of Alexa’s top 1 million), but shows that Hubspot’s market share is significantly smaller amongst the top 10,000 websites who have more sophisticated requirements and turn to solutions such as Marketo or Eloqua instead. Many marketers who aren’t using an automation platform are using a combination of different platforms and processes to achieve results – which one respondent called a “custom home-grown mix”. This exclusive report from TFM and Pure360 explores how marketers feel about the latest marketing technology trends compared with more traditional and trusted marketing channels.
Luke Bilton is Director of Digital and Content at UBM EMEA, one of the world’s largest event organisers, where he is responsible for live and online content and digital products.
Luke has worked in publishers such as Future Publishing, IPC and the Chelsea Magazine Company where he has launched magazines, websites and events. Luke is a member of the IDM Qualifications Advisory Board, advising on business-to-business digital marketing. Video: How ambitious should your customer experience strategy be?April 18th, 2016Why is the customer experience important? SEO Best Practice: Where Your Authoritative Content Should LiveHere’s where it gets a bit confusing. Marketing automation helps businesses use technology to automate elements of their marketing that’s important for the organization.
With an SEO audit for marketing automation platforms, our team is able to see how the platform has been implemented, if SEO best practices are being followed, and allows us to provide recommendations for improving how your SEO and marketing automation can work together. The biggest, most harmful culprit with marketing automation platforms comes down to how the platform was initially implemented.
Here at Vertical Measures we practice what we preach; using HubSpot specifically for our own marketing automation software has taught us a great deal about how powerful the platform is.
Each of these questions are highly technical in nature and should have a seasoned professional consulted to recommend solutions. Our detailed SEO & Marketing Automation Audits offer an in depth review of your website, paying careful attention to the core elements affected by marketing automation platforms. Regardless of size, amount of traffic and number of pages, we can help identify the biggest issues and provide tangible solutions for implementation. Culinary chefs rely on a variety of kitchen tools to prepare meals rich in taste and presentation.
Without sharp knives, clean cutting boards, and accurate thermometers, their creations are limited, kitchen efficiency slows down, and the food is likely to be served cold (and tasting funky). Similarly, high performance websites rely on tools like third-party applications and services to output timely, and richer, user experiences.
A website’s content management system allows users to create and manage website content through a back-end login (e.g. High performance websites understand that their CMS should be flexible, stable, fast, and have an easy-to-use interface. Some popular content management systems of today are WordPress, Drupal, and ProtoFuse’s own CMS of choice, Contao. In layman’s terms, an API lets a website either RECEIVE information from a third-party service or SEND information to a third-party service.
Since APIs are the “connectors” to other software products or services, they can, with proper integration, expand a website’s range of capabilities.
A CRM is a system for managing a company’s interactions around current and future customers such as contact information, leads, and sales opportunities.
High performance websites integrate with CRMs like Salesforce, SugarCRM and Zoho because they serve as the central brains to managing connections that’ll grow a business. High-performing websites have high-performing marketing systems in place, and marketing automation is one of those systems. Act-On, Marketo and Hubspot are some of the popular marketing automation platforms available today.
Utilizing an email marketing platform such as MailChimp, Constant Contact or Campaign Monitor is likely the most common third-party integration on this list.
It is nearly impossible to determine whether a website is high-performing without measurement. Integrating a payment gateway is necessary when a website is selling something and a secure transaction is required. Choosing the best payment gateway can be somewhat intimidating — there are hundreds of options available today.
An ERP is a business process management software that allows a company to control many back office functions related to technology, services, inventory, sales and human resources.
To understand the dynamic components of an actionable, conversion-focused website, let’s take a classroom approach and get back to the basics with the ABCs. CopyrightWe are an Orlando Web Design company that helps small to mid-sized businesses — no matter where they're located — achieve real results through intelligent websites.
NOTE: This is not meant to be an exhaustive comparison, rather an informative review to guide your research process. HubSpot’s capabilities and features are offered using a single system, with their sales applications being provided via free add-ons. There are a few areas where Marketo and HubSpot are similar when it comes to functionality and usage.
There are a few functions that are exclusive to either one of these two marketing automation platforms. Expect to deal with a learning curve if you choose Marketo because, due to the fact that it specializes in personalized solutions, their program requires a certain amount of IT knowledge to operate.
On the flip side, if you’re new to marketing automation and are looking for a solution that provides you with a simpler, user-friendly access to a wide array of marketing capabilities, you might be better off using HubSpot. In numerous ways, marketing automation (MA) and customer relationship management (CRM) are dependent on each other. Marketo doesn’t offer a built-in CRM module, but they were built utilizing the Salesforce platform, meaning that they provide some of the best Salesforce integration in the automated marketing industry. Both Marketo and HubSpot provide marketers with access to a robust set of analytics tools that they can use to monitor campaigns and generate reports.
Technologists and CIOs looking for businesses partners to invest in Big Data platforms should begin their hunt with their Marketing departments and CMOs. Even if one vendor for Marketing and CRM platforms is selected, these two platforms do not live in isolation.
Once data from disparate systems are connected, cleansed, and maintained then there is the challenge to establish platforms and tools to drive data decisions. In one of my recent posts, I claimed that the CIO and technologists are in a different time zone than their Marketing colleagues. Business minded, Agile CIO with strong Big Data, Business Intelligence, Search, and Social Networking background.
This Web blog are my personal opinions and creations, and not those of my current or former employers. These marketing automation industry players are leading (in terms of capitalization) a group of smaller but no less effective MA vendors. 6 Ways to Retain B to B Customers Using Marketing Automation What Is A Marketing and Sales Service Level Agreement? Marketing automation platforms (MAP) are great and are gaining popularity with small and medium-sized businesses. There are a few major functions that are necessary of a marketing automation platform to be considered effective (at least in my book).
The capacity to integrate with different platforms—social media, CRM, and webinar software, for example. While many marketing automation platforms cover similar ground, there are small differences that play to different preferences.


A relatively new marketing automation platform, Act-On Software was surprisingly more accessible while I was attempting to land demos. Eloqua seems to have the largest customer base, which might be attributed to the tiered pricing structure.
One really cool aspect that helps set Eloqua apart is the number of channels that the platform supports.
Furthermore, Eloqua provides supplementary tools to your sales force to help facilitate the management of prospects through your marketing and sales funnels. Regarding the price, Eloqua is one of the most expensive—even if you go with the lowest tier. Marketo is one of the leading marketing automation platforms to date, and is the one that I have the most experience using. Even though Marketo isn’t the cheapest, it is—in my humble opinion—the best bang-for-your-buck solution. The last platform of the day, Pardot differs from other automation tools with robust support for search marketing—tracking, recording, search scoring, and competitor monitoring. Pardot’s biggest differentiator for me was the availability of both mobile and desktop applications.
I hope this post will help you make a more informed decision as to the right tool, as it’s my take on some of the leading platforms. Subscribe to my blog?Join my mailing list to have my latest blog posts and free content delivered directly to your inbox. MissionI seek to empower small businesses and start-ups with the services and skills needed to build and promote a successful online presence.
It is a solution particularly well-suited to the needs of small to medium sized businesses.
Email providers such as MailChimp and Silverpop are named as platforms which are allowing for some automation, with clever workaround solutions e.g. Most marketing automation platforms give you the ability to “optimize” your marketing landing pages for search engines.
Companies like HubSpot, Infusionsoft, Act-On, Marketo and Pardot offer well-known marketing automation platforms today that allow for performance-driven, effective and profitable campaigns.
When integrated properly, they help broaden the overall functionality of a website, tie together critical data to improve sales and marketing efficiency, and ultimately generate results that can boost a company’s bottom line. It should also equip major stakeholders with the necessary permissions, but prevent them from accidentally blowing things up (aka taking their website offline).
They come in all sizes and shapes — since they’re all unique — and require some web development expertise. This comprehensive functionality is not in the wheelhouse of a content management system (CMS).
Though platforms have been around for about a decade, the adoption of marketing automation technology is expected to increase 50% by 2015.
It will utilize a website’s quality content and calls-to-action to nurture prospects and move them down the funnel. My best advice would be to choose one that’s first compatible with your merchant account (the temporary holding bank), comes with a high reputation, and its transaction fees are comparable to other top payment gateways. They’re extremely light on features, lack engagement, and put an unhealthy emphasis on aesthetics to drive its success. It makes it possible for businesses to create a thorough profile of their audience, employ targeted marketing messages that will help drive conversions and much more.
In addition, HubSpot offers several pre-built integrations along with well-known business apps, allowing for additional customization.
The modules, referred to as marketing automation, marketing management, consumer engagement and real time personalization can be purchased independently or can be consolidated to create a powerful integrated suite. Both marketing automation platforms have been designed to help businesses develop their marketing strategies spanning multiple channels, whether it’s via email, social media or the web in general. When it comes to software programs in general, ease-of-use is an important asset, as substantiated by its influence on a product’s viability and user satisfaction. This is why the majority of brands choose a MA solution that integrates smoothly with their CRM and the other way around. Marketo also offers native integrations for SAP and MS Dynamics, as well as certified integrations for Oracle, Netsuite and SugarCRM. Successful marketing is powered by the insight that is produced by data about clients and potential clients, engagement with content and business deliverables which is why data analytic tools are so important.
It’s also possible to execute modeling and predictive analytics influenced by digital behaviors, content preferences, firmographics and CRM data. HubSpot serves approximately 13,000 businesses in varying sizes, worldwide, in comparison to Marketo who has approximately 3,300, however, that difference has a lot to do with the type of clients the solutions attract. He leverages his big brand experience and analytical mind to solve challenges of all shapes and sizes for clients.
As I've been covering in this blog, CMOs looking to become more data driven as they perform multiple digital marketing experiments and are likely to select a marketing automation platform. Chances are the organization has a separate financial platform and multiple product delivery platforms with their own transaction data.
Data duplication, bad addresses, incomplete records, and unstructured data fields are just the tip of the iceberg. Data crunching platforms such as Hadoop, analytics languages such as R, or self service business intelligence platforms are all designed to visualize, cluster, or find outliers in the data. Chances are, the technology organization hasn't invested in all these platforms and even if they did, they are probably lacking sufficient talent to operate them perfectly. Recent activity, including a $78 million Marketo IPO, a $100 acquisition of Pardot by ExactTarget, a $871 million acquisition of Eloqua by Oracle, and a $25 million venture funding of Silverpop, suggests the marketing automation industry is growing at a breakneck pace. Companies in business-to-business industries from IT consulting to manufacturing have been adopting lead generation and management applications at a furious rate since 2009. None of these big hitters is even 15 years-old: Eloqua and Silverpop were founded in 1999, Marketo and Pardot in 2007.
For example, Lead Liaison’s Lead Management Automation™ cloud-based platform is a competitive lead management solution because it allows marketers to expand their email delivery without overage charges. PPC advertising, social media marketing, and SEO have all played a part in marketing B2B solutions.
Especially if you’re new to marketing automation, availability of a support team is crucial. The software employs drag-and-drop design wizards to develop your campaign assets, so there isn’t a very large learning curve. Eloqua offers “versions” of their product, differentiated by price and, thus, functional capabilities. Where most accommodate e-mail and maybe social media, Eloqua boasts support for SMS, voice messaging, and personalized faxes (in case any of you are marketing to dinosaurs). While the program does have WYSIWYG editing, there are a few reviews that tout Eloqua’s formatting capabilities as restrictive and not compatible for all browsers.
Marketo campaigns require many parts:  Multiple e-mails, a trigger “campaign,” a web form, a landing page, and a list, for example. The software is very intuitive once you wrap your head around what’s possible, and the basic and advanced functionalities are separated in a way that allows beginners to effectively launch campaigns without confusion and the more advanced users to easily incorporate unique features into campaigns. Essentially, Pardot would allow both e-mail campaigns and SEO campaigns to be utilized in the same place (possibly lowering your costs by consolidating your tools).
Setting up prospect alerts through the desktop application would make it much easier to incorporate monitoring into your daily activities. Though, admittedly, I’ve not used all of the tools to their full extent, I have spoken with the respective companies and at least demoed each platform.
Wanna subscribe?Join my mailing list to have my latest blog posts and free content delivered directly to your inbox. However, it’s important to note that while these platforms can give us marketers SEO “grades” and do really help track SEO performance, the use of a subdomain to publish landing pages is not intended to house the valuable, authoritative content that should live on a business’ main website (top level domain).For most marketers, it should not be your goal for the subdomain to rank organically.


A CMS can also handle more complicated functionality such as storing information that is collected on the website (e.g. In fact, email is more powerful than ever which makes integrating these services to a website a non-brainer.
Having analytics provides a behind-the-scenes look at a website’s audience, traffic, content and conversions. Though there’s a bit of heavy-lifting for initial setup, the organization — and the user of the website — can reap rich benefits otherwise unobtainable. Unfortunately, new solutions appear on the market every day, each one seeming to offer marginally different feature sets from their competitors.
We have no vested interest in either and are in fact customers of Infusionsoft at the moment. This model gives users the opportunity to create a customized solution that addresses their specific needs, however, some business owners might want a more unified process.
In both these cases, HubSpot’s average user rating ranks higher than Marketo’s by about a half a point. HubSpot comes with a built-in CRM and also integrates seamlessly with popular systems that includes Salesforce and many others.
If your business is a larger B2B enterprise that wants a custom built solution that helps streamline prospect engagement and align them with your business goals, Marketo would probably be the best choice. Mark is passionate about his industry, a father of two, aspiring marathoner and a proud alumnus of Duke University.
Even when the CMO and CIO have worked together to select and implement a marketing platform, there is still much work to be done integrating data sources, crunching analytics, and visualizing results.
Digital marketing practices often have to tap into this data to help segment prospects or better communicate to existing customers, so some form of data integration or ETL is needed to fulfill marketing automation.
Data isn't static, and external data sources can often be used to validate, cleanse, and enrich data. They platforms should be used to perform data discovery exercises and enable data scientists to ask smart big data questions. Marketing needs these capabilities today, but the technology department can't respond with a long up front project to invest in platforms, integrations, and talent development. There are several other examples of competitive advantages that smaller players have which MA vendors like HubSpot, Pardot, and LeadLander do not provide. However, marketing automation software appears to have one important differentiator from other B to B digital marketing components: while buying behaviors may change (such as reduced PPC click-through), capturing and managing Big Data for marketing purposes is not vulnerable to changing online behavior trends. Conversely, Act-On’s youth shows when comparing the quality and quantity of capabilities with its competitors. For example, Eloqua Express is the cheaper version, but doesn’t come equipped with the same reporting and list management features. On top of that, the software leaves complete responsibility of organizing the campaigns to the user. In other words, all packages offer unlimited user accounts and contacts, but you will pay as you go for running campaigns. It’s cost-effective and still a very personable marketing channel to interact with current and prospective customers. Two of the most well-known, cloud based marketing automation platforms are HubSpot and Marketo. We compiled this information to help marketers better understand two of the most popular tools. In addition, both platforms have the ability to analyze and monitor web traffic, and can manage and track social media marketing efforts. On the other hand, if you consider yourself to be a mid-size or small business wanting to attract more visitors to your website and nurture your leads, without being required to go through an extensive learning curve, you may want to consider HubSpot.
To tap into these data sources efficiently and to enable Marketing to create data cleansing rules, a combination of ETL, Data Quality, and ideally Master Data Management platforms are useful.
These platforms can also be used to help segment customers and prospects and tapped into by marketing automation platforms to drive targeted marketing messages.
While this is initially complicated and overwhelming for most, Marketo offsets this issue with multi-day trainings while you get up and running.
Both of these industry leaders have high satisfaction scores, good client bases and a few similar features, yet they do have their own strengths and weaknesses. Both marketing automation platforms will get the job done, just in different ways for different organizations.
Perhaps this is why companies like Marketo, Eloqua, and Lead Liaison are forging a sustainable path for this booming industry. Subdirectories by Kat Robinson August 7, 2015 Twitter Facebook Google+ LinkedIn Flipboard 0 471 SHARES In recent months I’ve noticed a lack of content dedicated to marketing automation platforms and SEO. Be sure to pay special attention to the URL structure, the keywords on the page, and the length of your content.Use your marketing landing pages on a subdomain to test out different messaging and calls-to-action. The following information will help you determine which would be the best solution for your business. It’s a bit misleading that some of these platforms use phrases like, “enter keywords into your landing page” as if you are truly optimizing the page. Keep in mind though, that using a page on your subdirectory has ripple effects to your top level domain.
Create these pages with as much effort and thought as you would any other main page on your website.Should I link to my subdomain marketing landing pages from my top level domain?You can if it’s appropriate for the lead generation offer you’re providing on your subdomain.
Features like lead intelligence and dynamic smart forms just weren’t possible for the average marketing team.Marketing automation platforms are extremely beneficial. While the outbound links from your top level domain to your subdomain won’t negatively affect your SEO efforts, I’d only recommend this tactic if it makes sense for you from a conversion perspective.However, it’s important to emphasize that your authoritative content should not live on a subdomain. They allow you to combine multiple marketing tools into one home, set up complex automated processes, and seamlessly gather anything from basic analytics to comprehensive visitor and lead intelligence. If you want to drive people to a gated free guide offer on your subdomain, make sure that free guide primarily lives somewhere on your main website on a dedicated page.Do I need to use noindex and nofollow tags on my marketing landing pages?I would use noindex if you want to direct Google not to index your landing pages. That’s a huge win for digital marketers and absolutely worth the investment for most businesses.So What’s the Catch? Nofollow tells Google not to apply link equity to the content so its use depends on if you want stand behind the content offered on your marketing landing pages.This seems like a lot of work.
It’s All About the Landing PagesThe details are critical when using a marketing automation platform and we find we get the most questions on how to use landing pages correctly with these types of platforms.
Why would I even use marketing landing pages at all?Using marketing landing pages correctly can feel overwhelming and a bit confusing. Some of our clients request to just use their top level domain to house all of their lead generation offers. The deciding factor here is flexibility and testing.A subdomain allows you to test all different types of variables that go into generating conversions. Building marketing landing pages on a subdomain gives us the flexibility to test varying versions of pages.
We also can create as many of these landing pages as we’d like without significantly affecting our top level domain SEO efforts.
Recent reports show his content still hasn’t quite recovered 6 months after moving it back to their top level domain.Landing pages created through marketing automation platforms should not be the home of the SEO-rich content you create. Now, this doesn’t give us a justifiable reason to create spam-filled pages, but it does give us a safe playground to test different approaches.If you don’t plan on changing your marketing landing pages very often or you want to create just one page with a call-to-action form and focus on building up the page authority of that offer, you can just use a subdirectory.
Some even come with helpful site and page-level keyword trackers.I truly believe there are some powerful and helpful SEO tools within these platforms that should definitely be utilized.



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