Marketing automation software comparison The use of marketing automation software has developed strongly in B2B. The marketing automation software market is indeed growing, going from 500 million euros in 2016 to 5.5 billion euros in 2020. Also, the number of marketing automation solutions available on the market is constantly increase. Faced with such a proliferation, Chinese Phone Number List it can be difficult to make a choice. Are you currently looking for a marketing automation solution but having trouble choosing? In this article, we provide you with our comparison of the best solutions on the market.
We will focus here on 9 software: Plezi, Web mecanik, Pardot, Marketo, Eloqua, Hub spot, Act On, Active Campaign and Sendin Blue. Comparative table of 2021 marketing automation solutions Reminder: marketing automation software, definition Marketing automation software is used to automate marketing campaigns. In addition to progressively profiling website visitors and collecting detailed information on prospects, such solutions allow them to mature and then pass on these “hot” leads to sales teams. Indispensable for setting up a B2B inbound marketing strategy, marketing automation solutions are THE device to deploy within your company to boost your conversion rate . To learn more, read also: What is marketing automation? Understand everything in 5 minutes of readingAmerican publishers of marketing automation for SMEs Hubspot, a complete solution It was Hubspot who introduced the concept of inbound marketing in 2006. It is therefore one of the oldest players in the market. In addition to marketing automation, Hubspot offers a CRM, an integrated blog and the ability to create websites.
Main features : Landing pages, forms, content personalization, automatic emails, A / B tests, contact management, segmentation, tracking, analysis tools, integrated website creation, social network management with publication planning, CTA, management ROI, synchronization with Salesforce, email tracking, advertising tools, SEO tools, blogging tools, content optimization, email templates, email planning, workflows, document tracking, meeting scheduling, sales automation, management prospects. Prices : Hub spot offers 3 packages. Starter from € 41 / month for 1,000 contacts (note, this formula does not include the automation part);Pro from € 740 / month for 2,000 contacts; Business from € 2,944 / month for 10,000 contacts. Our opinion : Hub spot is an attractive solution since it offers many features and has a pleasant interface. On the other hand, the budget to devote to it can quickly fly away if you have a large number of contacts and if you want to supplement the initial offer with additional options, often paying. The complexity of certain features can also be a barrier for companies with small marketing teams. Marketing automation – Hub spot homepage Pardot, to consider if you are using Salesforce Pardot software by Salesforce can be considered as a marketing automation solution, especially if you are using Salesforce CRM. Salesforce being the market leader in CRM, it was inconceivable for the publisher to be absent from the marketing automation market. Developed in 2012, the Pardot software therefore makes it possible to become one with the CRM tool already offered. However, this marketing automation solution remains quite complex to use.
In addition, be aware that other marketing automation software often offers an interface with SalesForces. Main features : Lead nurturing, automatic lead assignment, real-time alert, lead qualification, forms and home page, search campaigns, A / B testing, content and email adaptation, automatic workflows, dynamic and personalized campaigns , reporting, data visualization tools. Prices : Pardot offers 3 formulas, all three of which can include up to 10,000 contacts. Growth formula from € 1,250 / month for the standard solution;Formula Plus from € 2,500 / month for the advanced solution; Advanced plan from € 4,000 / month for the personalized solution. Our opinion : This software is well suited to mid-sized companies / SMEs who already use Salesforce CRM. Communication between the tools is indeed facilitated and allows Pardot to be fed from information held by Salesforce. However, this solution remains complex and expensive for start-ups or SMEs. Marketing automation – Pardot home page Act-On, the integrator par excellence Act-On comes after Marketo and Hubspot on the marketing automation market, in 2008.
This software is relatively easy to use and has a strong capacity for integration with third-party systems (CRM, analytics, BI, etc.). For example, this tool easily integrates with CRMs such as SalesForce, Microsoft dynamic, Netsuite, etc. Main features : Email marketing, sponsored links, social networks, landing pages, forms, lead nurturing, lead scoring, automated workflow, visitor tracking, segmentation, A / B testing, reports and analytics, integration of CRM tools, platform integration web events … Prices: Act-On offers 2 formulas. Professional plan: from € 802 / month for 2,500 contacts; Company plan: from € 1,782 / month for 2,500 contacts. Our opinion : This software is still not very present on the French market but still remains an actor to consider for your choice of marketing automation software. Be careful, however, if you have many contacts: prices can rise quickly. Marketing automation – ActOn home page Do you want to be supported in the choice and implementation of your marketing automation solution? High-performance French solutions for SMEs and mid-caps In the midst of the many American players now present in the marketing automation market, two French solutions stand out particularly for their performance.
Plezi, content above all Plezi, a French player in marketing automation, was created in 2015. This SaaS marketing automation software has all the necessary functionalities with, as a bonus, the intelligent campaign . Putting a point of honor to the promotion of content, Plezi’s approach is oriented inbound marketing. Easy to use and quick to deploy, this solution can be learned very quickly and enjoys pleasant navigation thanks to a clean and clear interface. Please note that Webconversion is a partner agency of Plezi . Main functions : Content management (segment, centralize, analyze), emailing, intelligent campaign, dynamic and intelligent forms, creation of landing pages, management of social networks, email campaigns, sponsored links, CTA, targeting, lead management, lead scoring, lead tracking, automated newsletter, drip marketing, data analysis (content, emails, channels, conversion), CRM integration… The latest generation personalized workflows have also made their entry into the list of features offered by Plezi.
This will allow you to create your own adaptable scenarios according to the activity of your leads by automating the successive sending of emails. Prices: Plezi offers 3 formulas. Stark from € 299 / month up to a limit of 1,000 contacts; Iron from 499 € / month within the limit of 1000 contacts; Company, price on request for a tailor-made offer based on your needs. Our opinion : If we were to award the prize for the most intuitive interface, Plezi would undoubtedly have the first prize. Plezi is a tool particularly well suited for SMEs / ETIs and has all the functionalities they need. The plus: the French support team is very available! Complete and ergonomic, Plezi undoubtedly offers the best value for money on the market. Marketing automation – Plezi home page Webmecanik, the other French software to consider Created in 2012, Webmecanik was the first true French publisher of marketing automation software. Even if it does not have as many functionalities as the American players such as Hubspot or Marketo, all the basic functionalities are available there. This software also makes it possible to benefit from a good quality / price ratio on the market, in terms of the number of contacts in particular.
Main functions : Identification and tracking of visitors, creation of forms, edition of landing pages, publication of content on social networks, contact management, scoring and triggers, contact segmentation, lead management, email editor, multichannel communication (email , SMS, web and mobile notifications, pop-up, tweet), campaign generator, workflows, mailing schedule, dashboards, reports, CRM integration, account based management. Prices: 400 € per month for 10,000 contacts. Our opinion : The advantage of the tool is certainly its attractive price positioning. The possibility of creating multitudes of workflows for nurturing scenarios (although these are not always very easy to set up for an SME without the support of a specialized agency) is also interesting.