Several market research and forecast reports suggest a steady increase in global ad spend across digital marketing channels.
According to an Advertising Expenditure Forecast Report published by Zenith Media,
“Advertising across all digital channels will exceed 60% of global ad spend for the first time in 2022, reaching 61.5% of total expenditure; their share will rise to 65.1% by 2024.”
But no enterprise can beat the competition and drive sales conversions only by implementing multichannel digital marketing strategies. In addition to launching multiple digital marketing campaigns, entrepreneurs and marketers must streamline, monitor, and measure various marketing tasks and activities by adopting marketing automation.
According to the marketing automation statistics compiled by Findstack,
“On average, 51% of companies are currently using Marketing automation. With more than half of B2B companies (58%) plan to adopt the technology.”
Enterprises will adopt a wide range of marketing software and tools in 2022 to automate lead generation, nurturing, and conversion procedures.
Your organization cannot automate and manage multiple and multichannel digital marketing campaigns using a single or specific marketing software and tool. You need to combine various marketing tools to automate search engine optimization (SEO), social media marketing, email marketing, content marketing, and online advertising. Likewise, you need different marketing software solutions to capture leads; nurture leads; and convert leads.
That is why; your marketing automation strategy in 2023 must focus on selecting and combining the right digital marketing tools. We help you to understand and compare some of the widely used marketing software and tools by gathering information from diverse online sources. You can leverage neutral information to boost the performance and productivity of your sales and marketing teams.
Zoho CRM comes with features to streamline lead management, contact management, deal management, and workflow automation. Your organization can leverage these features to identify, capture, and nurture leads based on their contact information. Also, you can use CRM software to connect with leads across communication channels by getting real-time insights. Your team can create custom workflows to automate routine lead nurturing tasks at various stages of the sales process.
Salesforce has developed Sales Cloud with native features to automate lead management, contact management, and opportunity management. The CRM software enables your team to access crucial information about leads from various locations. You can leverage these features to track and score leads by tracking the relevant information. Also, you can use drag-and-drop tools to automate complex sales processes without putting in extra time and effort.
The free edition of Hubspot CRM allows you to avail yourself of useful features like prospect tracking, email tracking, meeting scheduling, and live chat. Also, you can avail of a slew of advanced features by subscribing to the premium edition of Hubspot CRM. The CRM software features a visual dashboard that helps your team visualize and analyze the sales pipeline in minutes. Also, your sales team can use this marketing tool to track website visits, email openings, and similar activities of the prospect by getting automated notifications.
The Sales CRM built by Zendesk helps your team to improve relationships with customers and prospects by streamlining pipeline management. Your team can use this CRM software to boost the conversational experience of customers and leads across communication channels. The salespeople can use the integrated tools provided by the marketing software to focus on the highest-value customers and deals continuously. Also, they can make phone calls, schedule meetings, and check deal history instantly while nurturing leads.
You can leverage Optimize as part of the Google Marketing Platform to personalize the user experience by running various website tests. The helps you to assess your website’s current user experience as well as compare different versions of the website content by conducting A/B and multivariate testing. The test results will make it easier for you to deliver customized website experiences to various types of visitors. You can integrate Optimize seamlessly with widely used tools like Google Analytics, Google Ads, and Firebase.
This open and extensible platform helps you boost your website’s digital experience by leveraging artificial intelligence (AI). Optimizedly uses AI algorithms to personalize every touch point by testing key features of the website. At the same time, you can use the integrated platform to set up both B2B and B2C sites. The enterprise CMS included in Optimizedly makes it easier for you to create, customize, and scale a variety of digital content for various digital marketing campaigns.
Hotjar helps businesses to understand and measure the real-time user experience of websites. It comes with features to visualize user behavior by recording every website visit automatically. Also, it highlights where visitors click, scroll, and move on the website visually. You can playback the recordings to assess the user experience delivered by the website. At the same time, you can use Hotjar to boost user experience by gathering feedback and suggestions from visitors.
You can adopt Clicky to monitor and analyze your website traffic in real time. The marketing analytics software provides you with information about visitors as well as their actions. You can generate reports based on real-time data to analyze website traffic based on important parameters like average action, total session time, average session time, and bounce rate. Hence, you can keep the visitors engaged by making your website deliver superior digital experiences by reacting to the traffic in real time.
LeadPages helps you to generate leads by building websites, landing pages, alert bars, and pop-ups. You can use the DIY interface provided by this widely used lead generation tool to build landing pages in a few minutes. Also, you can persuade website visitors to become email subscribers using a variety of options – access content, download digital files, and avail of opt-in offers. The tool makes it easier for you to boost lead generation activities by facilitating A/B testing and real-time performance tracking.
You can use Unbounce to generate and convert leads by developing smarter landing pages. It leverages artificial intelligence and machine learning to build pre-optimized landing pages in minutes. Also, you can use the built-in tool provided by Unbounce to create content for ads, landing pages, and marketing emails effortlessly. At the same time, Unbounce boosts lead generation activities by displaying the most appropriate landing page to every website visitor automatically.
The all-in-one lead generation platform helps your business to generate leads using a variety of options – landing pages, engaging forms, contests, and giveaways using built-in tools. You can use templates provided by Woorise to create beautiful landing pages in minutes. Also, you have the option to customize every landing page by including forms, surveys, contests, quizzes, and giveaways. At the same time, Woorise enables your business to receive online payment by allowing customers to use widely used payment gateways like PayPal, Square, and Stripe.
LeadIQ simplifies the outbound prospecting process by capturing and sequencing contact information. Your sales team can leverage the features of LeadIQ to capture leads while accessing websites and social networks. Also, the salespeople can organize and prioritize the prospects using a slew of parameters – company size, region, and title. You can integrate LeadIQ with your existing sales tools to eliminate the need to enter contact data across platforms.
Outgrow helps you to nurture leads and prospects by delivering engaging and interactive content. In addition to creating a variety of digital content, you can use Outgrow to embed the content in the web pages seamlessly and effortlessly. Also, you can qualify and nurture the leads by answering some of their pressing questions in a personalized way. Outgrow features intelligence analytics and data analytics that make it easier for you to divide the leads into various segments.
You have the option to use Hunter.io either as an online marketing tool or a Chrome add-on. Your sales team can use Hunter.io to collect verified email addresses of both companies and professionals in seconds. They can find email addresses simply by entering specific domain names. The verified email addresses make it easier for them to keep the CRM system clean and follow up with the leads more confidently. Also, they can filter the email addresses for lead nurturing campaigns using a variety of parameters.
The prebuilt temples provided by AWeber help you to create landing pages, signup forms, marketing emails, eCommerce pages, and web push notifications. The landing pages and signup forms help your sales team to capture and nurture new leads. At the same time, you can use AWeber to nurture the leads effectively by running automated email marketing campaigns. In addition to helping you to compose engaging emails, AWeber ensures that the emails remain in the recipient’s inbox.
ActiveCampaign helps your organization automate lead nurturing activities by providing a CRM system and email marketing automation tools. You can use the integrated marketing automation platform to generate more leads by building customized landing pages and subscription forms. At the same time, you can nurture the leads effectively by sending targeted emails, triggered emails, broadcast emails, and scheduled emails automatically.
Ahrefs makes it easier for you to automate common SEO activities by providing a slew of tools – site audit, keyword explorer, site explorer, content explorers, and rank tracker. Also, you can use the dashboard provided by this popular SEO tool to track the progress and performance of various SEO campaigns from a centralized location. You also have the option to boost your SEO skills by accessing a wide range of SEO tutorials and guides available on the website.
You can leverage the tools and reports provided by Semrush to automate a variety of routine SEO tasks – keyword research, competitor SEO analysis, on-page SEO, local SEO, rank tracking, and link building. The SEO toolkit helps you to get regular search engine traffic to your website by identifying both local and national keywords. Similarly, you can build high-value backlinks by analyzing the backlink profiles of competitors. Semrush further enables you to track the search engine ranking and visibility of your website daily without putting in extra time and effort.
Moz helps you to learn SEO by accessing online resources and automating SEO tasks using a variety of tools. You can leverage the free SEO tools provided by Moz to simplify recurring tasks like keyword research, backlink analysis, and domain analysis. At the same time, you can use MozBar to measure the search engine ranking of your website instantly on Google Chrome using a variety of SEO metrics. You also have the option to subscribe to Moz Pro to boost SEO campaigns by availing of a suite of useful tools.
Growthbar is one of the easy-to-use SEO tools available in the market. The popular SEO toolkit leverages AI to facilitate the creation of blogs and website content optimized for search engines. You can use the tools to optimize content by including the right titles, keywords, headers, links, and introductions. Also, the tool helps you to perform keyword research and assess keyword difficulty scores. At the same time, you have the option to create blogs and content for SEO campaigns by contacting freelance SEO content writers.
Additionally, you can consider these 15 popular SEO tools for better search engine ranking to divert organic traffic to your website from search engines organically and regularly.
BuzzSumo boosts social media marketing campaigns by helping users monitor and analyze the performance of content. While creating content, you can use this widely used marketing software to get more likes, shares, and links by exploring high-performing content. Also, you can leverage the tool to identify and connect with influencers according to your brand and industry. At the same time, BuzzSumo helps you increase social media engagement by responding to comments and tracking trends proactively.
Buffer helps your brand to connect with more customers and prospects on social networking platforms in four simple steps – analyze, publish, engage, and celebrate. In addition to assessing your brand’s social media performance, you can use this widely used digital marketing tool to schedule social media posts and respond to comments. Many marketers these days opt for Buffer as one of the clean and intuitive social media management solutions.
Hootsuite comes with a slew of features to boost your brand’s social media presence and performance on multiple social networks. You can leverage these features to promote organic content, manage paid ads, schedule social media posts, and respond to comments and incoming messages. At the same time, Hootsuite makes it easier for you to boost your social media marketing campaigns by measuring results, monitoring competitors, and tracking emerging trends.
Social Pilot helps both small businesses and enterprises to promote their brands on popular social networking platforms. You can leverage the features and solutions provided by this widely used social media management tool to find and create relevant content based on curated and suggested content across industries. Also, you can track and measure the performance of multiple social media promotions by generating white-level reports on demand. The simple dashboard provided by Social Pilot makes it easier for you to make informed decisions by leveraging analytics.
The marketing automation platform launched by Mailchimp includes tools that help you create, schedule, and send engaging emails. You can use drag-and-drop email templates to compose emails based on your brand in minutes. Also, you can conduct A/B testing to boost email open rates by assessing the subject line and email content. The platform features a Customer Journey Builder that enables you to send emails to customers based on their behaviors and interactions. At the same time, you can generate reports to track sales and measure email campaign performance.
This cloud-based platform helps B2B and B2C companies to automate email marketing campaigns by providing a slew of solutions. You can leverage ActiveCampaign to send a variety of emails by setting up email automation. You can use the drag-and-drop email designer to create beautiful emails effortlessly. Also, You also have the option to increase open rates by sending dynamic content to customized emails to various segments of customers. Furthermore, you can leverage the contact information of recipients to send personalized emails according to their precise wants.
The affordable email marketing tools help you to run email marketing campaigns using a drag-and-drop editor. MooSend further complements the editor with a robust library of customizable temples. You have the option to compare various versions of an email by conducting A/B testing and using built-in analytics. At the same time, you can leverage the tools provided by MooSend to generate and influence leads by creating beautiful landing pages.
You can leverage the useful email marketing tools provided by Hubspot to design and customize professional emails using a wide range of ready-to-use templates. Also, you can use the Hubspot CRM software to send professional emails to the relevant recipients. The tools provided by Hubspot help you to measure the performance of email marketing campaigns based on open rates. However, you need to avail of these email marketing tools as part of Hubspot’s all-in-one marketing toolkit.
The beautiful temples provided by Adobe Creative Cloud Express help you to curtail the time and effort required for creating digital content. You can access the web or mobile versions of this content creation tool to create engaging content by leveraging Adobe Stock, Adobe Fonts, and Adobe Photoshop. The combination of royalty-free stock photos and innovative fonts makes it easier for you to create content for content marketing and social media promotional campaigns despite being no professional designer.
You can combine the templates, images, and content provided by Canva to create a wide range of digital content. The templates help you to design logos, posters, social media posts, newsletters, email headers, presentations, and infographics in a few minutes. In addition to choosing from many popular designs, you can design customized content for various marketing campaigns by following step-by-step guides.
Often content marketers track varying screen and sound activities while gathering content ideas and conducting research. Recordit makes it easier for content creators to conduct research by recording screen and sound activities for up to five minutes. You can leverage Recordit as a professional screencast tool to capture important information during content research and creation processes. You also have the option to access a free library of images, graphics, icons, and illustrations while creating visual content.
You can use Piktochart to tell your brand story visually by creating infographics, presentations, and reports. Large companies leverage the templates provided by the software to create infographics that explain a topic, convey information, or visualize processes. Also, you can use this tool to share data with your team interestingly and engagingly by creating reports.
The video hosting platform helps B2B marketers to drive sales conversion by creating and promoting videos, webinars, and podcasts. You can leverage the tools and solutions provided by Wistia to embed the audio and video content seamlessly according to your branding strategies. You also have the option to publish the content across marketing and communication channels. Wistia makes it easier for you to track the performance of video marketing campaigns using important parameters like links, email collections, and call-to-action (CTA).
The easy-to-use tools provided by Vimeo make it easier for you to create, manage, and promote videos regularly. You have the option to create videos using ready-to-use templates as well as recording video messages. Also, you can share the videos with customers seamlessly and securely from a central hosting location. At the same time, you can leverage a slew of video marketing tools provided by Vimeo to promote your products or services by connecting with the target audience.
Loom is an asynchronous video messaging platform that enables you to create and share video messages in minutes. You can leverage a free screen recorder to create informative and promotional videos using both computers and mobile devices. You can further customize the video by reducing its size and including a call-to-action or custom thumbnail. At the same time, Loom allows you to share the video message instantly by sending the link. The viewers can react to the video by posting comments or emojis.
Vidyard helps businesses generate, nurture, and convert leads by recording and sending videos effortlessly. You can use a video creation tool to record videos using a webcam or recording your screen. You can further host the videos on a secure platform and personalize the viewer experience. At the same time, Vidyard helps you to measure the performance of individual videos using video analytics. You can leverage video analytics to understand the audience as well as to measure video engagement.
You can use Adespresso to manage paid advertisement campaigns efficiently on Google, Facebook, and Instagram. The tools and solutions provided by this full-service digital advertising platform make it easier for you to create ads, manage ad campaigns, and analyze campaign results. At the same time, you can manage PPC campaigns more efficiently by accessing the blogs, webinars, guides, and ebooks provided by Adespresso.
Spyfu comes with a slew of tools to help you manage both SEO and PPC campaigns. You can use Spyfu to run PPC campaigns successfully by uncovering competitors’ paid advertising strategies. You can use the suite of PPC tools provided by this platform to access and analyze Google Ads and the keywords of competitors. Also, you also have the option to access Google Ads templates and Google Ads Advisor, along with competitor analysis.
You can use this marketing software to automate paid search campaigns on Google and Bing. The automation tools provided by Adalysis help you validate your PPC strategy, boost the bidding strategy, track monthly ad spend, perform automated ad testing, and control the ad’s display network behavior. At the same time, you can leverage the auditing tools provided by the software to identify duplicate ads, keyword conflicts, duplicate search terms, and landing page errors while planning PPC campaigns.
TapClick (earlier known as AdStage) facilitates the automation of PPC campaign optimization and monitoring by providing a slew of products and solutions. You can leverage these tools to manage multiple PPC campaigns from a centralized location. In addition to simplifying campaign analysis, TapClick automates routine activities like ad scheduling and rotation and routine optimization activities. Also, you can monitor the performance of individual PPC campaigns by receiving automated email alerts.
You can allocate more time to track and boost multichannel digital marketing campaigns only by automating routine and common marketing tasks. You can automate a variety of activities using some of these 17 widely used marketing automation tools. Some of these marketing tool automation tools help you streamline customer communication by sending automated emails and SMS. At the same time, you can use specific marketing automation tools to automate routine tasks like content scheduling, lead scoring, customer segmentation, and landing page generation.
You cannot drive lead generation and conversion activities only by launching multichannel digital marketing campaigns. Along with implementing various digital marketing strategies, you need to measure, monitor, and refine the performance of individual marketing campaigns. You can boost the performance of individual digital marketing campaigns by adopting these 18 widely used tools to measure digital marketing performance.
While implementing a marketing automation strategy, you have the option to choose from a wide range of marketing software and tools. Each of these software solutions is developed with features to streamline and automate specific digital marketing campaigns. Also, you must remember that every marketing software and tool has its own strengths and shortcomings. Hence, you must combine the right marketing software and tools in 2023 to adopt the hottest marketing automation trends.
This article has been reposted with permission from this blog.