Marketing automation

Marketing automation technologies capture leads and run campaigns from a website: newsletter sign-up forms, pop-ups, and email and SMS flows triggered by visitor behaviour. The category spans email platforms such as MailChimp, Constant Contact and MailerLite, automation suites such as HubSpot and ActiveCampaign, Klaviyo for online stores, and push and pop-up tools such as OneSignal and Poptin. Sites using them range from small shops and creators to mid-sized B2B companies with a marketing team. For lead generation the tool reveals budget and maturity: these companies already pay for marketing software and are targets for competing platforms, CRM and sales tools, landing-page products, campaign agencies and data enrichment services.