TOP 10 Marketing automation tools in Belgium

Looking for the best marketing automation tool for your company’s needs? DMI, the specialist in marketing automation, is your ultimate partner to assist you in your selection process.
For comprehensive reasons, we identify 3 categories of tools, based on their key use and abilities. Each tool is assigned to one of these categories, even though some overlapping is possible.

  • E-mail marketing tools
  • Inbound marketing tools
  • Omnichannel engagement tools

1. E-mail marketing tools

E-mail marketing tools are geared to send out personalised mails, driven by segments or triggers. A sequence of triggers can be applied to create customer journeys. Contacts in the database can be segmented, but since data is stored in ‘flat’ tables, best practice is to aggregate transactional data before synchronisation or import. Frequently, basic lead generation and customer dialogue functions are included. Often web tracking is built in and the tools are accessible from all common browsers.

MailChimp

MailChimp

The big advantage of Mailchimp is the rich feature-set offered at a low monthly fee for smaller databases – a free version is available, containing severe limitations however. It is very easy to use, and no technical skills are required. A mobile app with limited functionality is also available. Mailchimp is GDPR compliant, but the data is stored in the USA. Contacts with an info@-type of e-mail address are prohibited and e-mail addresses have to be unique. A good solution for small(er) consumer-facing web shops.

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Flexmail

Flexmail

Belgian based company Flexmail provides a comprehensive e-mail automation suite that is easy to use and deploy. Although more expensive than Mailchimp, you are offered a network of locally based partners, resulting in excellent support in Belgium. Flexmail is a good solution for starters in retail or services.

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2. Inbound marketing tools

Inbound marketing tools aim to collect, nurture and score leads and transfer them to the sales department after proper qualification. Integration with major CRM tools like Salesforce.com, Microsoft Dynamics and Sugar CRM is often standard. After combining website tracking, landing pages, e-mails and (event) flows, leads are funnelled to the salesperson to close the deal.

The features of e-mail automation tool are present as well as advanced features for lead generation automation like retargeting, scoring and advanced profiling.

Hubspot

Hubspot

One of the most known and popular marketing automation tools. Very easy to use with no need for technical knowledge, therefore it is often the favourite of Brand Marketing agencies. It includes a free CRM limited to contact manager functionalities. Hubspot is a good choice for small and mid-sized companies focussing on acquiring new leads and is ideally suited for a first experience with marketing automation.

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Marketo

Marketo

As one of the pioneer lead generation automation tools, Marketo is still leading this field. No technical skills are needed to operate the tool. However, an initial set-up by Marketo or a partner is necessary. Marketo is geared toward companies actively focussing on acquiring new leads. An added benefit is the availability of an add-on marketplace to enrich Marketo.

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Salesforce Pardot

Salesforce Pardot

Where Salesforce CRM is all about sales automation, Salesforce Pardot is an extra module to help collect new leads and – after qualification – transfer these leads to Salesforce CRM. Both tools work best when implemented in tandem.

Microsoft Click Dimensions

Microsoft Click Dimensions

Where Microsoft Dynamics CRM is all about sales automation, Click Dimensions is an extra module to help collect new leads and – after qualification – transfer these leads to Dynamics CRM. As above, both tools also work best when implemented in tandem.

Eloqua

Eloqua

Eloqua is a very advanced tool for lead generation automation. The scoring module is by far the most comprehensive when compared with competing tools. While the use and implementation are more challenging, it remains user-friendly. The extensive possibilities for campaign management are noteworthy.

3. Omnichannel engagement

Omnichannel engagement tools combine the features of e-mail and lead generation tools. Omnichannel is the name of the game here. Website, e-mail, social push and dialogue, mobile push, web messaging or geolocation, these tools allow you to set your company apart from your competitors by giving your contacts the best customer experience possible. Every and all interactions with your company are combined into a unified profile. This 360° profile is the engine to create moments between your brand and your customer while on his engagement journey.

Selligent Marketing Cloud

Selligent Marketing Cloud

The strength of Selligent? An almost unlimited flexibility; with advanced configuration and an open SQL database that allow you to create flows that accompany your customers on their engagement journey. With the launch of the new marketing cloud platform, daily tasks are easily performed by your marketing department, but for advanced configuration, expert skills could be required. Selligent is suited for companies wanting to implement advanced marketing automation without having to worry about hitting the boundaries of the platform.

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Adobe Marketing Cloud

Adobe

Adobe Campaign is part of a very complete suite for marketing orchestration; from creation to asset management, website builder, campaign execution and analytics. As a stand-alone tool, Adobe Campaign is suited for mid-sized companies. But by implementing more parts of the suite, the coordination of large (international) marketing teams is where the ultimate strength of Adobe lies.

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Salesforce Marketing Cloud

Salesforce Marketing Cloud

Where Salesforce CRM is all about sales automation, Salesforce Marketing Cloud extends into engagement automation. Both tools work best when implemented in tandem. Salesforce MC is frequently used by companies where the engagement is an extension of the CRM use; insurance companies, service centres and such require this symbiosis to guarantee a seamless integration between customer facing employees and automated engagement.

IBM Watson Marketing Cloud

IBM Watson Customer Engagement

IBM’s Watson Customer Engagement has advanced marketing automation functionalities. A strong, pre-built scoring system, the integration with other tools from IBM (web shop, content management, website analysis tools, …) and the AI marketing assistant powered by Watson, make for a good solution for medium- to large-sized companies.

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