SaaS for Marketing Automation

Marketing automation software has become an essential tool for top-performing SaaS companies. For over a decade, I have been using marketing automation software extensively for Cobloom and the companies we work with. In this article, I will explore the reasons why SaaS companies need marketing automation software and review some of the best tools available. By the end of this article, you will be equipped to make informed decisions about which marketing automation software to consider for your SaaS company.

Introduction to Marketing Automation Software

What is Marketing Automation?

Marketing automation is the use of online software to automate marketing activities. It helps SaaS companies market more effectively through digital channels and reduces the time spent on manual repetitive tasks, increasing marketing efficiency.

Key SaaS Marketing Automation Features

• Workflow builder: A visual tool for building automated workflows and implementing custom event-triggered automation/customer journey automation.
• Lead nurturing: Using a visual workflow builder to map out automated marketing paths for sales leads.
• Custom event-triggered automation: Automating a series of actions based on specific events defined by you, such as a user’s activity on your website or SaaS instance.
• Chatbots: Using chatbots to assist website visitors and qualify them for your sales team.
• Onboarding: Helping people who sign up for your free trial to activate and start getting value through custom event-triggered email sequences.
• Surveys: Surveying people who signed up for a free trial but did not purchase your software.
• AI-powered tools: Using AI-powered tools to generate email subject lines or determine the best time to send marketing emails.
• Lead collection and segmentation: Collecting leads through online forms and automatically segmenting them based on their form responses and website activity.
• Push notifications and SMS messages: Sending targeted push notifications or SMS messages to re-engage users when they become inactive.
• Sales and marketing automation: Automating common sales and marketing processes, such as handling marketing-to-sales hand-offs and assigning sales reps to leads.

These are just some of the ways that successful SaaS companies use marketing automation software. The right software for your SaaS company will depend on your specific requirements. In the following sections, I will provide an overview of some of the top marketing automation software options for SaaS companies.

HubSpot

HubSpot is one of the most established marketing automation platforms available, with over 177,000 customers. Its all-in-one platform consists of five integrated components:

1. Marketing Hub: Create landing pages, forms, marketing emails, blog posts, lead nurturing campaigns, custom event-triggered automation campaigns, PPC campaigns, and more.
2. Sales Hub: HubSpot’s free CRM and sales tools for engaging leads and customers.
3. Service Hub: Helpdesk software, live chat, and chatbot software.
4. CMS Hub: A platform for managing your marketing website, including design, templates, and content.
5. Operations Hub: Integrates HubSpot with other software, keeping data clean and synchronized.

HubSpot offers a wide range of functionality not found in many other marketing automation platforms. It is particularly well-suited for SaaS companies selling to mid-sized businesses or the enterprise, where there is a multi-stage sales process and sales team interactions play a significant role. HubSpot provides excellent training and education resources, both through their website and from their partners. While the breadth of HubSpot’s offering can be overwhelming, it strikes a balance between power and ease-of-use.

ActiveCampaign

ActiveCampaign is a marketing automation platform used by over 185,000 active customers worldwide. It offers two core components: Marketing and Sales. ActiveCampaign’s Marketing component includes features such as creating landing pages, forms, marketing emails, lead nurturing campaigns, and custom event-triggered automation campaigns. The Sales component provides a CRM and sales tools for managing leads and closing customers.

ActiveCampaign is a lower-cost alternative to many other marketing automation platforms. It offers a bundle of Sales and Marketing tools, including a CRM, which reduces integration headaches. Custom events are available in lower-tier packages, making it a suitable choice for start-ups with lower-touch sales processes. ActiveCampaign also has AI-powered email sending features and excellent customer support. However, it lacks some of the all-in-one functionality found in platforms like HubSpot and may require integration with additional tools for certain features.

Ortto

Ortto is a marketing automation platform used by over 11,000 active customers. It offers a specialized feature set that includes marketing automation, email marketing, lead nurturing campaigns, custom event-triggered automation campaigns, push notification and SMS marketing, live chat, in-app messaging, pop-ups, and forms & surveys. While Ortto does not include a CRM, it has a Customer Data Platform for storing customer data. Ortto is a cost-effective option compared to many marketing automation platforms and offers advanced AI capabilities for subject line suggestions and open rate predictions. It also has useful integrations with other tools and provides a discounted start-up package for qualifying SaaS companies.

Adobe Marketo Engage

Marketo Engage is a marketing automation platform used by approximately 30,000 websites. It is a versatile platform that allows for extensive customization and the implementation of multi-channel marketing campaigns. Marketo Engage includes features such as email marketing, lead nurturing campaigns, custom event-triggered automation campaigns, landing pages, forms, A/B testing, account-based marketing, reporting, and SEO. It also provides a chatbot and content recommendation engine. Marketo Engage is popular among scale-up SaaS companies but does not include a CRM, requiring integration with an external CRM and CMS system. It offers advanced functionality but has a steeper learning curve and complexity compared to other platforms.

Pardot (Salesforce Marketing Cloud Account Engagement)

Pardot is a marketing automation platform owned by Salesforce and is promoted to Salesforce’s existing base of CRM customers. It offers features such as email marketing, lead nurturing, SMS and push notifications, and more advanced AI-powered campaigns. Pardot is a trusted brand within the SaaS space, making it a popular choice for large organizations. However, it has a dated user interface and can be more difficult to use compared to other platforms. It also requires extensive integration with other software and lacks an offering suitable for start-ups. While Pardot can be a viable option for certain SaaS companies, alternatives like HubSpot may offer better enterprise functionality and integration with Salesforce CRM.

Encharge

Encharge is a marketing automation tool that focuses on helping SaaS companies convert leads and free users into paying customers through action-driven lead nurturing emails and custom event-triggered automation. It can be integrated with platforms like HubSpot or used as a standalone tool. Encharge is cost-effective and provides specialized support for SaaS companies. It is well-suited for start-ups and scale-ups with low-touch sales processes targeting small to medium-sized businesses. However, it may require integration with additional tools to fill the gaps left by not being a comprehensive marketing automation platform.

Overall, the choice between an all-in-one marketing automation platform and a narrow automation tool like Encharge depends on your SaaS company’s software philosophy and operational preferences. If simplicity and scalability are important, an all-in-one platform like HubSpot may be the best choice. However, if you have a lower-touch sales process and specific needs for lead nurturing and custom event-triggered automation, Encharge could be a suitable option. Consider your specific requirements and evaluate each platform’s features, cost, and ease of use to make an informed decision for your SaaS company.

**Note: The information provided in this article is based on the author’s experience and research. Prices and features may vary, and it is recommended to consult the respective marketing automation platform websites for the most up-to-date information.