Email Marketing vs. Marketing Automation
It's been more than 10 years since Marketing Automation (MA) systems hit the market. Yet people still get confused about the differences between marketing automation and email marketing. So what exactly are the differences?
Lauren Carlson, CRM Market Analyst for Software Advice, recently wrote an amazing article about this topic. For more information about systems in the market or for help in choosing one that’s right for you, check the Software Advice Marketing Automation Software Guide.
Below are some highlights from Lauren's article.
Many buyers think that MA is just a fancy name for an email tool and, as a result, evaluate vendors like Eloqua and Marketo against email services like MailChimp and Constant Contact.
A key source of confusion between marketing automation and email marketing stems from the fact that both use email to communicate with prospective buyers. However, while the two systems have functional parity in some areas (see Figure 1), marketing automation goes much deeper.
Four Important Differentiators
1. Process: MA attempts to convert prospects through more targeted efforts.
2. Awareness: MA systems are “aware” of more things.
3. Integration: MA systems integrate tightly with CRM systems.
4. Action: MA systems don’t just track - they act.
What Kind of Buyer Are You?
Now that you have a general understanding of each system, the next step is to take a look at your needs and resources. The three main things to consider are: complexity of your customer base, cost, and your ability to produce content.
If you're an enterprise company looking for advice about email marketing and/or marketing automation systems, contact us for a free 10 minute discovery call. We have certified experts in both marketing automation and CRM technologies. Alternatively, download the Marketing Automation Buyer’s Guide.
OnPath specializes in B2B Lead Generation and Appointment Setting programs for enterprise clients who sell complex products and services. Our clients are located throughout North America including Ottawa, Toronto and Montreal. OnPath has a NATO secure 9001 certified 150 seat Call Center Telemarketing facility. OnPath is also a certified consulting partner for Salesforce CRM and Marketo Marketing Automation.