Marketing Automation Tools - find the right system

  •  06.08.2020
  •  Judith Wester
  •   Marketing Automation

Automated marketing campaigns can be efficiently set up and controlled using Marketing Automation Tools. We will show you how to convert your online marketing to autopilot and start it off right.

Marketing Automation Tools offer several solutions in one system

If you plan and implement your email campaigns yourself, operate social media and perform retargeting, you know how much time and effort is required. With a marketing automation software these and other marketing activities are organized by tools. Our article on Marketing Automation Basics already described the many benefits. Furthermore you have the option to manage your CRM system centrally within this software or to link it with your existing customer database.

Thorough consideration of which tool is best suited to your business is critical to successful integration. After all, you want to work with the provider over many years. On top of that you invest in the tool and you put your confidential customer data in the hands of the operator.

Optimizing processes with strategy and automation

What you should bring along for marketing automation is above all a strategy. If you have these tools in hand, you can automate most of the following marketing tasks:

  • Lead Management
  • Campaign Management
  • Content Marketing
  • Social Media Marketing
  • CRM Integration
  • Retargeting
  • Analysis

How does a Marketing Automation Tool work?

The automation is managed on the software platform. Cloud-based marketing automation is now standard to a large extent. Artificial intelligence helps to create user profiles and matching content. Marketing Automation Tools offer both large and small companies the opportunity to optimize their process management. This depends on the use of the correct tool.

Which Marketing Automation Tool is right for me?

If this question concerns you, your thoughts should be rather 'what is my goal with Marketing Automation'? We will show you how extensive marketing automation can be and what the different tools can accomplish. All-in-one applications offer numerous possibilities, but you may have to pay extra for features you do not need. It is therefore worth determining for which purpose the tool is intended.

1. promio.connect

Starting with email marketing, we have evolved into a specialist for Omnichannel Marketing. When it comes to the automation of your marketing actions, promio.connect allows you to create customized lifecycle campaigns. These work fully automated and can be operated intuitively. Our greatest unique characteristic: We are at your side to advise you and listen to your wishes. We have already adjusted and enhanced our services and functions for many clients. We offer you the automation of the following channels:

  • Email Marketing
  • SMS Marketing
  • Web Push
  • App Push
  • Print Mailing

Event dispatch is fully automated. Your customers receive mailings for special occasions such as birthdays, mailings for reactivation or as new customers. Also other event-related emails are conceivable and sent schematized. This enables you to achieve higher click and response rates for your efforts. Plus, you improve the relationship with your customers. It is important to us that the campaigns are easy to realize. Here, the illustration of complex communication routes as a progression is very helpful. The combinations can be changed and extended at will.

2. HubSpot

HubSpot headquarters is located in the USA. The company offers a platform for your CRM system. Similar to promio.connect, all campaigns can be centrally planned, executed and at the end evaluated. The tool is an all-in-one solution and offers classic marketing tactics like PR and SEO. You can purchase the following additional features:

  • Email Marketing
  • Social Media Marketing
  • Content Management
  • Calling Feature

Once more, you can analyze your ROI afterwards and optimize your campaigns. The interface has a user-friendly design and the administration effort is very manageable. HubSpot can also be connected to other web apps. Especially for small and medium-sized companies Hubspot provides a solid platform. However, the different pricing plans should be carefully evaluated in advance to avoid unpleasant surprises when growing with the tool. 

3. Oracle Eloqua

Oracle Eloque is a marketing automation software with which personalized customer journeys are possible, according to own statement. Especially in the B2B sector, this marketing cloud is the perfect partner. The email dispatch is controlled by a drag-and-drop editor and can therefore be easily adjusted. The tracking of users is done by setting the appropriate filters. Further features of the application are:

  • Email Marketing
  • Social Media Marketing
  • Content Management
  • Lead Management

This Marketing Automation Software is particularly recommended to large companies.  Within the Eloqua marketing calendar you can manage your campaigns, lead-nurturing and your onboarding. The customization as well as the administrative tasks are manifold. However, the high price reflects this spectrum.

How do the providers protect your data?

Compliance with the DSGVO is particularly important when using and processing personal data. Most tool providers operate in line with data protection regulations.  However, you should always beware that marketing automation platforms are not hosted outside the EU. promio.connect has its headquarters in Bonn. The server hosting is also carried out at this location.

How do I find the right tool for my needs?

You can see that there are a lot of deliberations to be made when choosing a matching partner. That is why we have prepared you a checklist. Use it as a guide to find the right tool for you:


  • Features
    What demands do you have on your system today and in the future?
  • Communication
    Would you rather work with a national or international company?
  • Privacy policy
    To comply with the DSGVO, the provider should host all servers within the EU
  • Costs
    Have you compared the prices of the basic version and other options?
  • System expansion
    A system that grows with you can be of advantage
  • Hosting
    Inhouse, Cloud System or Ports?
  • Operation
    Is the system intuitive to use or does it require an IT expert? A web demo or a test version helps answer this question.

Activating the autopilot does not mean giving up control. You still set the goal and the resources to achieve it. Only the execution of all arrangements is automated. This gives you a clear view of the essentials. Once you reach your chosen target, the software also provides you with all the data you need for evaluation. Discover then how you can achieve your next marketing goal more efficiently.

You would like to finally use Marketing Automation in your company? Contact us, we will be happy to counsel you personally and create a custom-fit concept together with you.