If you're struggling to decide which automation tool to invest in, you've come to the right place. In this article, I'll show you what to focus on when choosing a platform and which ones are best suited for your type of business.
What Should You Consider When Choosing a Platform
A Brief Overview of the Most Popular Platforms
Which Platforms are Right for You?
Imagine saving hours of time every day while achieving better results. While your competitors are still manually handling tasks in Excel sheets or constantly forgetting to update them, you're already one step ahead, focusing on strategic decisions and growth.
What kind of magic am I talking about? Automation tools – they not only free up your hands but also open up entirely new possibilities for completing tasks across various processes.
"But wait, if we automate our marketing and sales activities, what happens to the personal touch? Will people even respond to that?"
This is a question many companies (and freelancers) often wrestle with these days.
The idea that automation takes away the human touch is a major myth. The truth is, well-configured automation tools not only save time but also allow for personalization on a larger scale. Instead of manually managing every task, you can focus your efforts on building deeper relationships with your customers.
Automation ensures that the right message is delivered to the right customer, at the right time – and in the end, that’s the real human approach that builds trust.
In this piece, I'll guide you through some key questions you should consider when selecting an automation platform, and we'll also take a look at an overview of the most widely used solutions on the market, suitable for both B2B and B2C.
Automation tools are technological platforms designed to simplify and streamline business processes. Instead of employees repeatedly performing routine and tedious tasks, automation allows these processes to run independently without the need for human intervention. This way, companies can focus on strategic activities and tasks that bring the most value.
Automation tools are used across a wide range of business areas, including marketing, sales, customer service, and administration. Typical examples of automation include automatic email sending, content creation, generating reports, tracking customer interactions, or some aspects of social media management.
Additionally, these tools are becoming smarter thanks to the use of artificial intelligence, which enables them to analyze data and respond to it faster and more efficiently.
Choosing the right automation tool can be a challenging task, especially given the wide range of options available today.
To get the most out of your tool, it’s essential to consider several key factors.
I've summed them up in this simple infographic, however, if you want to go a little more in-depth, then feel free to skip it and go right into the text below:
Identify the key processes that should be automated. Is it email marketing? Customer service? Sales? Different tools specialize in different areas, so it’s important to know which activities are a priority for you.
Some tools require advanced technical knowledge or more extensive setup. Can you meet these requirements on your own, or will you need external help? Make sure the tool will be easy to use for your team as well
Automation tools often need to work with other systems you’re already using (CRM, e-commerce platforms, accounting systems). Check if the chosen tool supports integrations with these systems to avoid unnecessary complications.
This one’s pretty straightforward. While some tools offer free versions, most come with monthly fees or require a larger one-time investment. For larger tools, you might also need to pay for maintenance.
For a more detailed overview of pricing for the tools I mention below, check out my article with a comprehensive overview of automation tools.
As your business grows, your automation needs will expand as well. Is the tool ready to grow with your company? Does it offer more advanced features that you can utilize in the future without needing to switch platforms?
This point is often underestimated and can save you a lot of sweat and tears (and money) when migrating from one platform to another.
Support can be especially important when you’re just starting to use a tool. Find out if the provider offers customer support, tutorials, training, or a user community to help you troubleshoot any issues.
In the following sections, we’ll take a closer look at specific automation platforms and go throught some of the most popular ones that are best suited for different types of businesses.
There are many automation tools on the market, each differing in features, focus, and pricing models. Here’s an overview of some of the most well-known ones:
HubSpot offers a comprehensive suite of tools for marketing automation, sales, and customer service, including CRM, lead management, and advanced automated workflows. With its user-friendly interface and integration with over 870 apps, it’s a popular choice for companies looking to centralize processes and scale their automation efforts. Moreover, HubSpot offers a free version that includes basic features.
ActiveCampaign is a user-friendly tool focused on email automation and CRM, offering robust options for campaign personalization and tracking customer interactions. With wide integration possibilities and easy workflow setup, it's ideal for SMBs seeking efficient automation for sales and marketing processes.
MCAE, now part of Salesforce Marketing Cloud, focuses on B2B marketing and lead management. It provides advanced lead scoring, marketing campaign automation, and strong integration with Salesforce, enabling better collaboration between marketing and sales teams.
Marketo is a powerful platform for both B2B and B2C companies, offering tools for lead management, personalized campaigns, and advanced analytics. It’s ideal for companies looking to manage leads more effectively and optimize campaigns based on dynamic scoring and in-depth data analysis.
Zapier allows workflow automation between more than 3,000 apps without the need for coding. Users can create “Zaps,” or workflows, that run across different apps and automate repetitive tasks.
Mailchimp started as an email marketing tool but has evolved into a comprehensive marketing platform. It offers email campaign automation, content personalization, and customer journey creation. Mailchimp is particularly popular among small and medium-sized businesses due to its freemium model, which gives access to basic features for free.
Klaviyo specializes in e-commerce marketing with a focus on email and SMS automation. It allows for advanced customer segmentation and personalized campaigns, with integration to platforms like Shopify ensuring efficient use of customer data for targeted campaigns.
For a detailed description of each platform, including their pricing, check out the comparison of automation tools.
To help you choose the ideal tool for your needs, I’ve summarized the main strengths of the mentioned platforms, aligning them with the focus of different types of businesses:
B2B:
If your company primarily works with other businesses, I recommend considering Marketo or Pardot (MCAE). Pardot, a direct Salesforce product, offers excellent integration with Salesforce CRM, ensuring smooth collaboration between marketing and sales teams.
Marketo provides advanced options for lead segmentation and scoring, which is beneficial for companies with longer sales cycles. Both platforms offer detailed reports and analytics but can be more challenging to manage and finance.
HubSpot is another great option for B2B businesses, as it’s versatile and user-friendly, even for smaller teams. It offers a more comprehensive solution for inbound marketing, sales automation, and customer service, with easy scalability, which is beneficial for companies of various sizes.
B2C:
For creative outreach to B2C customers, tools like Mailchimp and Klaviyo are ideal, focusing on email and SMS marketing. Klaviyo specializes in e-commerce and provides advanced options for customer segmentation and campaign personalization based on purchasing behavior.
ActiveCampaign and HubSpot are also comprehensive solutions that include not only marketing but also CRM and tools for sales and customer service.
E-commerce:
For e-commerce businesses, Klaviyo and Mailchimp are the top choices, focusing on personalized email and SMS campaigns with integration to e-commerce platforms like Shopify.
Zapier is a great complement if you need to connect your e-commerce platform with other tools for inventory management, order processing, and more.
Small and Growing Businesses:
ActiveCampaign is intuitive and simple, making it an ideal choice for smaller businesses that want to start with email marketing and CRM. HubSpot is another excellent option for companies planning to grow (and which company isn’t?), as it offers a wide range of features that can be gradually added as needs grow.
Zapier is useful for small and medium-sized businesses that want to automate workflows without the need to develop their own software or IT infrastructure.
Large Enterprises:
Marketo and Pardot are ideal for large companies due to their advanced and comprehensive features that allow for effective lead management, campaign personalization, and in-depth analytics. HubSpot also provides a robust solution that can grow along with the business.
Automation isn't just about simplifying everyday tasks; it's about transforming how your business operates and grows. The right tool will free you from repetitive tasks so that you can focus on important things like building customer relationships, improving services, and achieving long-term goals.
Choosing an automation platform should be a thoughtful decision. Don’t get tempted by features that may not be relevant to your business. The key is to find a balance between functionality, user-friendliness, and the ability to integrate with your existing tools.
Automation allows you to regain control over your time and energy, which you can then invest where it matters most.
Need help choosing the right tool? Schedule a free consultation with us, and we’ll be happy to discuss your needs and goals.
That depends on the tool you choose. Some are very user-friendly and don’t require deep technical knowledge, while others may need more advanced setup.
Tools for small businesses tend to be simpler and more affordable, focusing on basic features. Tools for large corporations offer more complex options, advanced integrations, and scalability.
Start by analyzing your needs and the processes you want to automate. Consider integrations with your current systems, user-friendliness, scalability, and budget.
Look at the interface, ease of setup, user support, and the ability to easily integrate the tool into your regular workflows.
A free version can be a good start for smaller businesses with a limited budget. However, if you need more advanced features or support, a paid version might be a better fit for your needs.
The implementation time depends on the complexity of the tool and how well it integrates with your existing systems. Some tools can be up and running in a few days, while others may take weeks or even months to set up.