Forbes has ranked the top 20 marketing platforms based on email frequency, functionality, and responsiveness. Although Marketo came out on top, it should be noted that HubSpot and Marketo are both part of the Forbes list of Top 20 Marketing Platforms. The list is intended to help marketers find a platform that serves their needs. Let’s take a closer look at each option.
Marketo Vs. HubSpot
The first thing to consider when choosing a marketing platform is whether you want to host your email campaigns yourself or use a third-party service. If you’re looking for a free platform, there’s no need to look any further; you can use MailChimp for that. However, if you want to create a professional-looking email and want to use a third-party service, you should consider either Marketo or HubSpot.
Marketo is a business-to-business (B2B) marketing platform that allows you to create marketing campaigns in minutes and connect them to sales appointments, orders, or any other relevant data. One of its distinct advantages is its inbuilt automated email sending that allows you to set up email campaigns without having to write a single line of code. This makes building and sending emails quickly and efficiently a snap. The platform also integrates with over 150 different applications, including Salesforce, so you can stay connected to your data regardless of which app you use.
On the other hand, HubSpot is a business-to-business marketing platform that provides a variety of features, including email marketing, lead nurturing, and personalized email campaigns. One of its strengths is its integration with other popular CRM and productivity applications such as Slack, Salesforce, and Microsoft Office 365. It also offers marketing automation and API access so that you can effortlessly integrate marketing activities with other platforms or applications.
What Is Email Marketing?
Email marketing is the practice of sending marketing emails to people who have expressed an interest in receiving them. Email marketing is different from regular mail correspondence in that it is generally shorter, more personalized, and more frequently used for marketing purposes. Some even go as far to say that email is the future of marketing because more and more people are using it daily.
The term “email marketing” can be confusing since there is much more to it than simply sending out promotional blasts. Marketers use email as a tool to build and maintain relationships with their audience, providing them with valuable information. They do this by analyzing subscriber behavior and adjusting their campaigns accordingly.
The Top 20 Marketing Platforms
To figure out which platform is the best for your needs, you have to set some guidelines first. You don’t want to use a tool that doesn’t provide the basics, and you certainly don’t want to pay for features that you don’t need. To help you figure out what features matter to you and which ones you can live without, we’ve compiled a list of the top 20 marketing platforms as ranked by Forbes based on their scores in three categories: email marketing, lead nurturing, and reporting.
It is important to note that this list is based on the data accumulated over a 12-month period and that it is intended to guide marketers to the most suitable platform for their needs, not replace a one-stop-shop for every marketing task. The choice of the best marketing platform will inevitably vary from one business to another, depending on the industry and the products or services being marketed.
Every business, regardless of size, needs to have an effective email marketing strategy. Whether you’re an e-commerce store, an online marketing agency, or a freelance marketing consultant, you will inevitably be asked to create some kind of email marketing plan. Fortunately, it’s not as tough as it seems. You just have to find a tool that suits your needs.
The first step is to decide what type of content you will use in your campaigns. Will you send out discount coupons, promo codes, or limited-time offers? What about event notifications, new product announcements, or sales updates? The sky is the limit when it comes to the different types of email campaigns you can run on a daily basis using a tool such as MailChimp.
Once you’ve decided what content you will use in your emails, you can set up the frequency of the campaign (i.e., how often you will send the emails) and the recipients (i.e., who the emails will be sent to). To set up the frequency of your campaign, simply choose a number of emails and a schedule (i.e., once every three months, once every two weeks, or once a week) under the Settings tab in the MailChimp dashboard. Once you’ve set the schedule, you can hit the Start Campaign button to begin sending your emails.
Lead nurturing is all the buzz these days among marketers and sales professionals who want to optimize customer engagement. To be able to do that, you have to be able to capture and understand your audience’s needs and questions before, during, and after the buying cycle. It is a long and challenging process, and many people avoid diving into it, assuming that it’s not for them. However, lead nurturing is a crucial part of every business, especially for B2B companies who want to stay in touch with their customers and prospects through email marketing.
If you’ve ever done any market research, you know that a large portion of your audience is likely to be converted into paying customers. A lot of smaller businesses and startups get trapped by the illusion that reaching out to potential customers will somehow result in them immediately signing up for a free trial or buying a product. However, that’s usually not the case; people are more than happy to learn about your product or service, but many of them don’t want to be bothered with purchasing decisions just yet.
That’s why lead nurturing is so important. When you’re developing a plan for marketing your business, whether you’re doing so digitally or using conventional methods, you will inevitably come across the issue of follow-up. What do I do now? How can I make sure that these people are actually interested in my product or service? Lead nurturing answers those questions by engaging with subscribers who have demonstrated an interest in your company. You can start by asking them questions about themselves, their business, or the industry, and provide them with information and resources that they might need. Remember, at any point during the customer relationship, if they want to leave, you don’t want to keep pushing annoying engagement content, especially not when it’s disguised as marketing.
Reporting is important, and many businesses don’t have the time to devote to it manually. That’s why they turn to software to help them generate reports easily and in a timely manner. It would be nice to have a system that tracks all of the activities (i.e., marketing emails, website traffic, etc.) across different platforms and channels, and presents them in one place for review.
Unfortunately, most marketing platforms don’t provide any sort of built-in reporting, so you’ll have to turn to the documentation to find out how to generate certain reports manually. Some platforms, such as HubSpot, offer very basic reporting for marketing activities, including sending and receiving emails. Even then, you’ll have to piece together information manually.
Forbes has compiled a ranking of the top 20 marketing platforms based on a number of criteria, including email marketing, lead nurturing, and reporting. If you’re looking for a platform that offers basic email marketing, lead nurturing, and reporting, then check out the rankings for HubSpot and Marketo.