All too often, people are doing it backwards. They’re buying the technology then asking what’s next. Technology is not a silver bullet without a strategy and plan.
– Ardath Albee, CEO of Marketing Interactions
Marketers and business owners, like inventors, often stumble upon some of their life’s biggest discoveries when they challenge their assumptions, sometimes even literally doing things backwards.
However, as Ardath Albee says in this post’s epigraph, most of the time that is just not the case. More often than not, the wheel has already been invented and it’s just a matter of taking it to a steep hill and rolling down the right direction. For that reason, we’ve compiled a short list with some of the best marketing automation tools in the market and compared their advantages and disadvantages. Hopefully, this will help you find the best fit for your e-commerce business and your customers.
1. The Popular One: HubSpot
HubSpot is one of the most popular marketing automation tools, used by more than 245,000 marketing professionals in 6 languages. Of course, this does not necessarily make it the best tool available, but it certainly gives us something to look into.
Pros: Starting with the positive, HubSpot’s popularity derives from it being one of the first digital marketing tools, created in 2006. This has allowed the company to grow with the times, adding new features and tools with every development in marketing technologies and online consumer habits. Being a big company also allows HubSpot to provide a widely praised customer support system which, along with plenty of free options, makes it a great tool for e-commerce beginners.
Cons: On the downside, however, this tool’s biggest strengths are also considered by some to be their greatest weaknesses. Some users may find the number of options HubSpot provides overwhelming, with many even considering their interface to be overflowed with features.
2. The Underdog: GreenRope
While not as popular as HubSpot, GreenRope is supported by a loyal army of users turned into fans. With some of the best reviews in the market, this product has established itself as a legitimate option for e-commerce stores, where some of its best qualities get to shine.
Pros: GreenRope seems to be a favourite among small and medium-sized companies. With some reviewers citing to have discovered this tool after a series of frustrations with others, the result is almost always the same: “It works,—they say— and the price is more than fair”. While every tool presents some bugs and errors, GreenRope’s main advantage is precisely that, when reported, these flaws are quickly fixed, constantly improving the platform. Reviewers also point out that easy integration with social media, compatibility with email marketing tools and a comprehensive tracking system make GreenRope a well-designed solution for their marketing needs.
Cons: For e-commerce Stores, however, there’s one significant disadvantage to GreenRope: Recurring payments can only be conducted if the customer already has an Authorize.net account, which could be a minor annoyance to users of this platform.
3. The Big Players’ Favorite: LeadSquared
As you can probably guess by its name, LeadSquared was conceived as a solution for capturing, managing and obtaining business leads, which makes it the best-reviewed tool by medium and big companies. Looking into it, we were not only surprised by their favourable reviews, but also by the lack of specific complaints about their software and service.
Pros: If what you’re looking for is a CRM that can also act as an automation platform, LeadSquared does a fantastic job in both areas while allowing users to create and run autoresponders and drip campaigns, simultaneously mapping all of your customer communications. Also, alike GreenRope, users of this tool also regularly get their suggestions heard and added to LeadSquared’s interface by their dedicated customer service team, which shows the company’s interested in keeping their customers happy and successful.
Cons: LeadSquared still hasn’t implemented A/B split testing in emails and landing pages, which undoubtedly is a preferred feature among experienced marketers.
Whichever tool you end up choosing to promote your e-commerce business is, we hope these reviews of different marketing automation tools have at least helped you know what to look for. Also, always remember that the best tool is always the one that helps you get exposure, where you know, counts it the most —whether that’s social media, email, or Google— and gives your customers the best possible service.
Carlos Cano is a bilingual freelance writer and marketing strategist from Mexico. He’s also a musician, a published author, digital nomad, and regular contributor to TrustRadius, where he shares his knowledge of the latest trends in B2B news and software.