But let's start with the most obvious 'things

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Basic functionalities
Okay, but what features should a tool supporting the marketing automation concept provide so that everything makes sense together? The answer has already been given above. Different, depending on the business within which we will implement MA.


Sending e-mails to target groups defined according to specific criteria .
Module for managing the quality and reputation of the source of communication
Portfolio of triggers enabling automatic sending of messages when a specific condition is met by the recipient (e.g. level of scoring achieved )
Ability to create landing pages
Possibility to prepare various types of forms facilitating communication and customer acquisition
Dynamic content – ​​depending on the scenario being implemented, the nature of the message and the content of the message are contextually adapted to what the user/customer is looking for
Possibility to define scoring (including behavioral) and segmentation
Integration with social media for campaign implementation and customer behavior monitoring
Optimized for mobile solutions
Sending SMS messages
When working on the idea of ​​marketing automation, remember hungary whatsapp lead that in the case of B2B business, we are mainly talking about acquiring and managing the customer's life cycle. In relation to B2C, we must also add cross- and up-selling. These differences determine the nature of the MA platform, which we should consider in the context of business needs.

Popular Marketing Automation Tools
Most tools supporting marketing automation processes are an integral part of larger systems such as Oracle, IBM, Salesforce or Hubspot suites. For the purposes of this article, I will use examples of systems from this group as well as independent tools dedicated to marketing process automation.

SalesManago
The first tool I would like to write about is a Polish tool from Krakow called Salesmanago. It is a typical tool dedicated to automation activities. It is available in a paid version and has the option of free tests for a month. More details about prices can be found on the SalesManago price list. The most important features of the tool are:

It has a CRM module built into the system . It is not a very extensive platform and is rather dedicated to the small and medium-sized business sector. Despite its simplicity, this module is not clear and intuitive. Nevertheless, it fulfills its basic functions such as adding, editing contacts, sales funnels. Everything is integrated with the remaining functions
Elements supporting interaction with customers such as Web Push, Pop-Up, Landing Pages, Chatbot , personalized banners, contact forms are easy to generate and manage. However, not all of this, as in the case of CRM, is obvious and transparent.
The e-mail module fulfills its functions. Automatic, scheduled and ad hoc e-mails are created based on templates, which unfortunately cannot compete with similar tools. The appearance leaves much to be desired. From the data I have, there are situations in which our e-mails do not reach some recipients.
Additionally, we have some interesting options in higher packages such as Automation Rules and Workflow Omnichannel, Omnichannel Recommendation Engine, Behavioral and Transactional Segmentation, Dynamic Email Marketing 1-to-1, Live Chat with Customer Intelligence, Mobile Marketing, A/B/X Testing Engine, Facebook Ads and Custom Audience Integration, Analytical Dashboards, Machine Learning and AI Recommendations . These options cover most of the functions that are worth having in advanced sales processes.