Marketing / Automation

Marketing Automation Software to Scale With Startups

Misty Kortes

Sep 03, 2021 · 10 min read

marketing automation for startups

First of all, congratulations on your new startup! I am sure you are very quickly learning that there are a lot of things that you need to set up for your new business. All the “hats” you are wearing have likely brought you here - looking for marketing automation software that can help you scale and grow your startup.

You are in the right place, my friend! Let’s start from the beginning, shall we?

What is Marketing Automation?

Marketing automation is technology (or software) that allows you to manage marketing processes and communication across multiple channels - automatically.

How Can Marketing Automation Software Help Me Scale My Startup?

After working with over 2,600 entrepreneurs and small businesses, our marketing agency Your Marketing Coach found that the biggest challenges that startups face in the growth years of their business are:

  • Capturing leads consistently
  • Converting leads into customers consistently
  • Enough time

Marketing automation tools make it easier to generate leads, organize contacts, build relationships with prospects, convert leads into customers, and create fans that will refer you.

By leveraging marketing automation software, you can personalize the experience of your prospect and customer by delivering the right message, at the right time, with the right offer so that you can convert prospects into buyers and grow your revenue.

Factors to Consider When Choosing a Marketing Automation Software

There are a ton of software options available for businesses, below are a few key factors that you should consider before choosing one that fits your needs:

  • Affordability
  • Usability
  • Functionality
  • Ability to Scale
  • Support

Affordability

The ultimate goal of a marketing automation platform for growth-motivated startups is to help you get organized, make your work easier, and more effective. Simply making the decision to add its capabilities to your business should help you save time and money. However, it’s important that you choose a software that is within reason so that you have money left over for other marketing activities that are important to your growth.

Usability

Marketing automation software should make your business life easier so it’s important that you choose a tool that is easy to navigate and gets things done.

Functionality

In the growth years of your startup it’s very likely that you’ll be wearing a lot of “hats” in your business. When choosing a software to automate sales and marketing processes there are some key features and functionality that you should look for to help save you time, keep you organized, and help you grow your revenue. Those features are:

  • Ability to capture and collect leads (from landing pages, web forms, social media, and website).
  • Ability to integrate with your other marketing tools (website, QuickBooks, etc.).
  • Ability to organize contacts in one centralized place.
  • Ability to segment your contacts based on interest.
  • Ability to communicate through multiple channels (email, texting, etc.).
  • Ability to track where your prospects are in your sales process so no opportunities fall through the cracks.
  • Ability to collect money easily.
  • Ability to schedule appointments with prospects and customers easily.
  • Ability to keep you organized and focused on the most important tasks in your business.
  • Ability to pull reporting to provide you data you need to make important decisions in your business confidently.

Ability to Scale

There is software that is affordable, easy to use, and has limited features that can get you on track for implementing marketing automation in your business, but it’s important that you look for solutions that can scale and grow as your business does so that you don’t have to start over setting up a new system as your contact list grows.

Support

The things we can do with software today is literally mind blowing! I mean, just a few short years ago to set up marketing automation for a business it would have cost thousands of dollars. Today, you can do it for a fraction of the cost and without hiring a software engineer!

That being said, setting up marketing automation does require some time and effort on your part to maximize its benefit for your unique needs. Having the support you need is essential to your success. In looking for the right marketing automation software you should consider the level of support that you can receive. Look for companies that offer access to tutorials, downloadable resources, demos, and access to a live support team to help you along the way.

5 Marketing Automation Software Options for Startups

The software as a service space is always growing. New companies are emerging every day. This makes it challenging (and time-consuming) to find the right solution. Here are five marketing automation software options to consider:

Keap

Keap is an all-in-one CRM, marketing and sales automation software built to help startups grow without chaos.

Here are the key features of Keap:

MailChimp

When MailChimp first launched they were known for their ability to send beautiful newsletters and broadcasts to help businesses keep in touch with prospects and customers.

Today, MailChimp has expanded their features to include:

  • Email Marketing
  • Task Management
  • Landing Pages
  • Limited Marketing Automation

Pricing ranges from $9.99 - $299 a month.

Drip

Drip prides itself on offering advanced automation specific to ecommerce companies. It offers features such as:

  • Automated Workflows
  • One-off Emails
  • Email Marketing
  • Insightful Analytics

Pricing starts at $19 a month with the ability to add on SMS for $15 a month plus $0.015 per message or add on MMS for $30 a month plus $0.03 per message.

ActiveCampaign

ActiveCampaign offers simplified and advanced automation to help companies follow up, segment contacts, and organize contacts to create incredible customer experiences. Their features include:

  • CRM
  • Email Marketing
  • Marketing Automation
  • Task Management
  • Landing Page Building

Pricing ranges from $9 to $229 a month.

HubSpot

HubSpot is one of the leaders in the marketing automation space but it comes with a higher price tag than most of its competitors. HubSpots features include:

  • CRM
  • Email Marketing
  • Task Management
  • Landing Page Building
  • Integrated Payments and Quotes
  • Appointment Scheduling
  • Live Chat
  • Reporting and Analytics
  • Custom Add Ons (for additional cost)

Pricing ranges from $45 to $3,200 a month.

Choose an Automation Tool to Scale with Your Startup

Keap offers four plans to meet businesses where they are at in their business building journey. After all, you don’t want to invest in features you won’t be using. Keap allows you to easily upgrade your plan as your needs change and your company grows.

Let’s break down the different plans together...

Keap Lite

Keap Lite is perfect for solopreneurs and new businesses—core CRM, automation, and email tools to get organized, automate follow-up, and close more deals.

Keap Lite is $79 a month and includes 500 contacts and 1 user.

Keap Pro

Keap Pro is perfect for growing businesses to create automated, repeatable sales processes and marketing campaigns to save time and increase sales.

Keap Pro is $159 a month and includes 500 contacts and 1 user. Additional contacts and users can be added on for an additional investment.

Keap Max

Keap Max is perfect for established businesses and teams—use our CRM, secure payment platforms, ecommerce, and advanced automation to optimize your sales pipeline and grow your online revenue.

Keap Max is $199 a month and includes 500 contacts and 1 user. Additional contacts and users can be added on for an additional investment.

Keap Max Classic (formerly Infusionsoft)

Keap Max Classic is perfect for businesses and sales teams that need a robust CRM solution with advanced marketing and sales automation, fully customizable campaigns, and powerful app integration.

For customized pricing on Keap Max Classic, contact Keap’s sales team.

Wrapping Up

When it comes to scaling and growing your business there are a ton of tools that can help you. I think it’s clear that marketing automation software is an essential tool for your success.

While there are a lot of options to choose from, consider your specific needs, budget, and the ability to have your software scale as your needs and company grows.

The list I’ve provided here should help kickstart you in the right direction.

About the Author

Misty Kortes is a passionate entrepreneur and business owner who has empowered many small businesses to succeed when it comes to marketing their business. With her formal education in marketing, over two decades of speaking and training, and more importantly her real-life, in-the-trenches business experience, Misty knew she had to share her insider secrets to success with other small business owners.

Compelled by a strong desire to share her expert experience and knowledge, Misty created “Your Marketing Coach”, a marketing firm that helps entrepreneurs scale and grow to $1 million in revenue by helping them implement marketing strategies that work.

Grow without the chaos

Keap's suite of CRM, sales, and marketing tools help you get organized, follow up, and automate to create peace of mind, increase sales, and save time.

Stop the chaos

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