{"id":4177,"date":"2022-10-21T11:09:52","date_gmt":"2022-10-21T10:09:52","guid":{"rendered":"https:\/\/liminal.pt\/martech-magazine\/?p=4177"},"modified":"2022-10-21T14:08:52","modified_gmt":"2022-10-21T13:08:52","slug":"quais-as-melhores-marketing-automation-platforms","status":"publish","type":"post","link":"https:\/\/liminal.pt\/martech-magazine\/quais-as-melhores-marketing-automation-platforms\/","title":{"rendered":"Quais as melhores Marketing Automation Platforms?"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Anualmente, a <a href=\"https:\/\/www.gartner.com\" target=\"_blank\" rel=\"noreferrer noopener\">Gartner<\/a> publica o seu Quadrante M\u00e1gico sobre diversas tecnologias, entrevistando v\u00e1rios utilizadores de cada solu\u00e7\u00e3o e recolhendo o seu feedback sobre temas como usabilidade, facilidade de integra\u00e7\u00e3o ou escalabilidade. O <a href=\"https:\/\/www.gartner.com\/reviews\/market\/b2b-marketing-automation-platforms\" target=\"_blank\" rel=\"noreferrer noopener\">Quadrante M\u00e1gico 2022<\/a> para <a href=\"https:\/\/liminal.pt\/produtos\/automacao-de-marketing.html\">Marketing Automation Platforms<\/a> ou MAP j\u00e1 foi partilhado e conta com tecnologias como <a href=\"https:\/\/liminal.pt\/zoho.html\" target=\"_blank\" rel=\"noreferrer noopener\">Zoho<\/a>, <a href=\"https:\/\/liminal.pt\/hubspot.html\" target=\"_blank\" rel=\"noreferrer noopener\">HubSpot<\/a>, <a href=\"https:\/\/liminal.pt\/microsoft.html\" target=\"_blank\" rel=\"noreferrer noopener\">Microsoft<\/a>, <a href=\"https:\/\/liminal.pt\/salesforce.html\" target=\"_blank\" rel=\"noreferrer noopener\">Salesforce<\/a>. Descubra abaixo o que \u00e9 uma Marketing Automation Platform e quais os pontos fortes e fracos de cada marca.<\/p>\n\n\n\n<p class=\"has-text-align-center has-text-color has-medium-font-size wp-block-paragraph\" style=\"color:#2596be\"><a href=\"https:\/\/liminal.pt\/diagnostico-automacao-marketing\/\" target=\"_blank\" rel=\"noreferrer noopener\">Automa\u00e7\u00e3o de Marketing: Avalie as necessidades da sua empresa<\/a><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">O que \u00e9 uma Marketing Automation Platform (MAP)?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Uma plataforma de <a href=\"https:\/\/liminal.pt\/produtos\/automacao-de-marketing.html\">Automa\u00e7\u00e3o de Marketing (MAP)<\/a> \u00e9 uma ferramenta utilizada para permanecer relevante durante toda a jornada do comprador e o ciclo de vendas. Ao rastrear leads e automatizar as comunica\u00e7\u00f5es, a <a href=\"https:\/\/liminal.pt\/produtos\/automacao-de-marketing.html\" target=\"_blank\" rel=\"noreferrer noopener\">Automa\u00e7\u00e3o de Marketing<\/a> d\u00e1 \u00e0s empresas a possibilidade de se tornarem pertinentes em todos os seus canais, sem perder a capacidade de <a href=\"https:\/\/liminal.pt\/martech-magazine\/5-formas-melhorar-experiencia-cliente-personalizacao\/\" target=\"_blank\" rel=\"noreferrer noopener\">personaliza\u00e7\u00e3o e contacto individualizado com o cliente<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A <a href=\"https:\/\/www.gartner.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Gartner<\/a> define uma <a href=\"https:\/\/liminal.pt\/produtos\/automacao-de-marketing.html\" target=\"_blank\" rel=\"noreferrer noopener\">Marketing Automation Platform<\/a> enquanto um sistema que \u00e9 capaz de captar leads, qualific\u00e1-los e nutri-los atrav\u00e9s de uma estrat\u00e9gia de <a href=\"https:\/\/liminal.pt\/martech-magazine\/quadrante-magico-gartner-multichannel-marketing-hubs\/\" target=\"_blank\" rel=\"noreferrer noopener\">comunica\u00e7\u00e3o multichannel<\/a> ao longo da <a href=\"https:\/\/liminal.pt\/martech-magazine\/customer-journey-o-que-e-qual-a-importancia-para-empresas\/\" target=\"_blank\" rel=\"noreferrer noopener\">customer journey<\/a>, recorrendo \u00e0 <a href=\"https:\/\/liminal.pt\/maestro-analitica-marketing\/\" target=\"_blank\" rel=\"noreferrer noopener\">anal\u00edtica<\/a> para avaliar e otimizar a sua performance.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Os benef\u00edcios da utiliza\u00e7\u00e3o da automa\u00e7\u00e3o de marketing s\u00e3o m\u00faltiplos, sendo que a maioria dos marketeers reconhece que, sem estas plataformas, as suas estrat\u00e9gias de marketing n\u00e3o poderiam ser levadas a cabo com tanto sucesso. Segundo um estudo da <a href=\"https:\/\/liminal.pt\/salesforce.html\" target=\"_blank\" rel=\"noreferrer noopener\">Salesforce<\/a>, 91% dos utilizadores de Marketing Automation concordam que esta \u00e9 crucial para o sucesso das suas estrat\u00e9gias de marketing.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Tipicamente, as Marketing Automation Platforms t\u00eam as seguintes capacidades:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Poupar tempo;<\/li><li>Acrescentar valor ao <a href=\"https:\/\/liminal.pt\/produtos\/crm.html\" target=\"_blank\" rel=\"noreferrer noopener\">CRM<\/a>;<\/li><li>Vis\u00e3o 360\u00ba dos dados;<\/li><li>Personalizar as comunica\u00e7\u00f5es;<\/li><li>Nutrir leads e aquisi\u00e7\u00e3o de clientes;<\/li><li>Aumentar a efic\u00e1cia das <a href=\"https:\/\/liminal.pt\/martech-magazine\/marketing-ops-o-meu-negocio-precisa-de-marketing-ops\/\" target=\"_blank\" rel=\"noreferrer noopener\">campanhas de marketing<\/a> e taxas de engagement;<\/li><li>Realizar uma an\u00e1lise comportamental dos clientes.<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Quais as melhores Marketing Automation Platforms?<\/h2>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2022\/10\/Magic-Quadrant-for-B2B-Marketing-Automation-Platforms.png?resize=394%2C409&#038;ssl=1\" alt=\"\" class=\"wp-image-4182\" width=\"394\" height=\"409\" srcset=\"https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2022\/10\/Magic-Quadrant-for-B2B-Marketing-Automation-Platforms.png?w=570&amp;ssl=1 570w, https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2022\/10\/Magic-Quadrant-for-B2B-Marketing-Automation-Platforms.png?resize=289%2C300&amp;ssl=1 289w\" sizes=\"auto, (max-width: 394px) 100vw, 394px\" \/><figcaption><em>Figura 1 &#8211; Gartner Magic Quadrant for B2B Marketing Automation Platforms<\/em><\/figcaption><\/figure>\n<\/div>\n\n\n<h3 class=\"wp-block-heading\"><strong>Adobe<\/strong><\/h3>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><a href=\"https:\/\/www.adobe.com\/pt\/marketing\/marketo.html\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2022\/10\/Adobe-Marketo-Engage.png?resize=210%2C32&#038;ssl=1\" alt=\"\" class=\"wp-image-4179\" width=\"210\" height=\"32\"\/><\/a><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.adobe.com\/pt\/marketing\/marketo.html\" target=\"_blank\" rel=\"noreferrer noopener\"><\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">O <a href=\"https:\/\/www.adobe.com\/pt\/marketing\/marketo.html\" target=\"_blank\" rel=\"noreferrer noopener\">Adobe Marketo Engage<\/a> foca-se, sobretudo, na gest\u00e3o de leads mutichannel e no <a href=\"https:\/\/liminal.pt\/martech-magazine\/abm-account-based-marketing-o-que-e\/\" target=\"_blank\" rel=\"noreferrer noopener\">Account-Based Marketing<\/a>. Uma das caracter\u00edsticas que faz com que se destaque \u00e9 a constante evolu\u00e7\u00e3o das suas capacidades de <a href=\"https:\/\/liminal.pt\/martech-magazine\/marketing-5-0-inteligencia-artificial-invade-marketing\/\" target=\"_blank\" rel=\"noreferrer noopener\">Intelig\u00eancia Artificial<\/a> atrav\u00e9s do <a href=\"https:\/\/www.adobe.com\/pt\/sensei.html\" target=\"_blank\" rel=\"noreferrer noopener\">Adobe Sensei AI<\/a> para suportar a sele\u00e7\u00e3o de conte\u00fado e recomenda\u00e7\u00f5es personalizadas. Esta marca \u00e9 orientada essencialmente para \u00e1reas como a ind\u00fastria, servi\u00e7os financeiros e sa\u00fade.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Pontos Fortes<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Plataforma robusta<\/strong> &#8211; Solu\u00e7\u00e3o completa de <a href=\"https:\/\/liminal.pt\/martech-magazine\/quais-os-melhores-crm-gestao-leads\/\" target=\"_blank\" rel=\"noreferrer noopener\">gest\u00e3o de leads<\/a>, apresentando v\u00e1rias features simplificadas para gerir cada etapa de uma <a href=\"https:\/\/liminal.pt\/martech-magazine\/marketing-ops-o-meu-negocio-precisa-de-marketing-ops\/\" target=\"_blank\" rel=\"noreferrer noopener\">campanha de marketing<\/a>. Destaca-se da concorr\u00eancia pela simplicidade da cria\u00e7\u00e3o de processos complexos atrav\u00e9s de elementos padronizados, como \u00e9 o caso dos fluxos de limpeza de dados ou fluxos de vendas.<\/li><li><strong>Amplitude de recursos<\/strong> \u2013 Capacidade de adaptar e personalizar a plataforma \u00e0 sua realidade, bem como a grande variedade de <a href=\"https:\/\/liminal.pt\/martech-magazine\/o-que-sao-api-exemplos-integracoes\/\" target=\"_blank\" rel=\"noreferrer noopener\">integra\u00e7\u00f5es<\/a> dispon\u00edveis com aplica\u00e7\u00f5es externas.<\/li><li><strong>Funcionalidades de Account-Based Marketing \u2013 <\/strong>Os profissionais de marketing t\u00eam a possibilidade de criar <em>ideal customer profiles<\/em> e listas de <em>target accounts<\/em>.<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Pontos Fracos<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Suporte adicional recomendado \u2013 <\/strong>A <a href=\"https:\/\/www.adobe.com\/pt\/marketing\/marketo.html\" target=\"_blank\" rel=\"noreferrer noopener\">Adobe<\/a> recomenda a aquisi\u00e7\u00e3o de servi\u00e7os de suporte com uma dura\u00e7\u00e3o de tr\u00eas a seis meses devido \u00e0 complexidade de parametriza\u00e7\u00f5es da plataforma.<\/li><li><strong>Steep learning curve \u2013 <\/strong>Esta funcionalidade do <a href=\"https:\/\/www.adobe.com\/pt\/marketing\/marketo.html\" target=\"_blank\" rel=\"noreferrer noopener\">Adobe Marketo Engage<\/a> disponibiliza ferramentas para gerir leads e intera\u00e7\u00f5es de potenciais empresas clientes com diferentes formas de abordagem. No entanto, requer n\u00edveis elevados de familiaridade com conceitos e estrat\u00e9gias de <a href=\"https:\/\/liminal.pt\/produtos\/automacao-de-marketing.html\" target=\"_blank\" rel=\"noreferrer noopener\">automa\u00e7\u00e3o de marketing<\/a> nas funcionalidades mais avan\u00e7adas.<\/li><li><strong>Aquisi\u00e7\u00e3o de funcionalidades extra \u2013<\/strong> A <a href=\"https:\/\/www.adobe.com\/pt\/marketing\/marketo.html\" target=\"_blank\" rel=\"noreferrer noopener\">Adobe<\/a> executa funcionalidades b\u00e1sicas nativas. No entanto, \u00e0 medida que os profissionais de marketing v\u00e3o evoluindo nas suas compet\u00eancias t\u00e9cnicas no sistema, exigem funcionalidades mais avan\u00e7adas. Isso s\u00f3 \u00e9 poss\u00edvel atrav\u00e9s do <a href=\"https:\/\/www.marketo.com\/bizible\/\" target=\"_blank\" rel=\"noreferrer noopener\">Adobe Marketo Measure<\/a> e do <a href=\"https:\/\/experienceleague.adobe.com\/docs\/experience-platform\/rtcdp\/b2b-overview.html?lang=en&amp;mt=false\" target=\"_blank\" rel=\"noreferrer noopener\">Adobe Real-Time CDP, B2B Edition<\/a>.<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Creatio<\/strong><\/h3>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><a href=\"https:\/\/www.creatio.com\/\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2022\/10\/Creatio.png?resize=117%2C50&#038;ssl=1\" alt=\"\" class=\"wp-image-4180\" width=\"117\" height=\"50\" srcset=\"https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2022\/10\/Creatio.png?w=346&amp;ssl=1 346w, https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2022\/10\/Creatio.png?resize=300%2C129&amp;ssl=1 300w\" sizes=\"auto, (max-width: 117px) 100vw, 117px\" \/><\/a><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.creatio.com\/\" target=\"_blank\" rel=\"noreferrer noopener\"><\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">O <a href=\"https:\/\/www.creatio.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Creatio<\/a>, foca-se em automatizar os ciclos de receitas de neg\u00f3cios e na gest\u00e3o de <em><a href=\"https:\/\/liminal.pt\/martech-magazine\/customer-journey-o-que-e-qual-a-importancia-para-empresas\/\" target=\"_blank\" rel=\"noreferrer noopener\">customer journeys<\/a><\/em>, apoiando os marketers na automa\u00e7\u00e3o para processos de marketing, vendas e servi\u00e7o. Tem vindo a investir na gest\u00e3o de <a href=\"https:\/\/liminal.pt\/martech-magazine\/marketing-ops-o-meu-negocio-precisa-de-marketing-ops\/\" target=\"_blank\" rel=\"noreferrer noopener\">campanhas multichannel<\/a> atrav\u00e9s de <a href=\"https:\/\/liminal.pt\/martech-magazine\/marketing-5-0-inteligencia-artificial-invade-marketing\/\" target=\"_blank\" rel=\"noreferrer noopener\">intelig\u00eancia artificial<\/a> e de workflows de <a href=\"https:\/\/liminal.pt\/martech-magazine\/abm-account-based-marketing-o-que-e\/\" target=\"_blank\" rel=\"noreferrer noopener\">Account-Based Marketing<\/a>. A maioria dos clientes s\u00e3o m\u00e9dias e grandes empresas B2B (100 a 1 000 utilizadores), nos setores de servi\u00e7os financeiros, ind\u00fastria, servi\u00e7os profissionais, IT e tecnologias.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Pontos Fortes<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Solu\u00e7\u00e3o para verticais<\/strong> \u2013 Elementos orientados para automatizar fluxos de trabalho complexos e casos de uso de <a href=\"https:\/\/liminal.pt\/produtos\/crm.html\" target=\"_blank\" rel=\"noreferrer noopener\">CRM<\/a> verticais. Atrav\u00e9s do <a href=\"https:\/\/marketplace.creatio.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Creatio Marketplace<\/a> \u00e9 poss\u00edvel encontrar diferentes conectores para os casos de uso desejados.<\/li><li><strong>Modelos de AI <\/strong>\u2013 O <a href=\"https:\/\/www.creatio.com\/pt-pt\/marketing\" target=\"_blank\" rel=\"noreferrer noopener\">Marketing Creatio<\/a> tem ao dispor diferentes modelos de <a href=\"https:\/\/liminal.pt\/martech-magazine\/marketing-5-0-inteligencia-artificial-invade-marketing\/\" target=\"_blank\" rel=\"noreferrer noopener\">intelig\u00eancia artificial<\/a> integrados em <a href=\"https:\/\/liminal.pt\/martech-magazine\/marketing-ops-o-meu-negocio-precisa-de-marketing-ops\/\" target=\"_blank\" rel=\"noreferrer noopener\">campanhas de marketing<\/a>, inclu\u00edndo recomenda\u00e7\u00f5es de produtos, pontua\u00e7\u00f5es preditivas de leads e probabilidade de compras.<\/li><li><strong>Ferramentas de design para marketers \u2013 <\/strong>Ferramentas de design que n\u00e3o requerem c\u00f3digo ou programa\u00e7\u00e3o, permitindo aos profissionais de marketing n\u00e3o t\u00e9cnicos utilizar a plataforma sem recurso a suporte de IT.<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Pontos Fracos<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Complexidade do produto \u2013 <\/strong>Os utilizadores do <a href=\"https:\/\/www.creatio.com\/pt-pt\/marketing\" target=\"_blank\" rel=\"noreferrer noopener\">Marketing Creatio<\/a> relatam que \u00e9 dif\u00edcil encontrar e utilizar as suas diferentes funcionalidades. A maioria dos projetos de implementa\u00e7\u00e3o da plataforma requerem o apoio de especialistas.<\/li><li><strong>Abordagem centrada no parceiro \u2013<\/strong> A maioria dos clientes do <a href=\"https:\/\/www.creatio.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Creatio<\/a> necessitam de adquirir integradores de sistemas de terceiros devido \u00e0 forte depend\u00eancia da <a href=\"https:\/\/www.creatio.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Creatio<\/a> dos seus parceiros.<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>HubSpot<\/strong><\/h3>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large is-resized\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2019\/06\/hubspot-logo.jpg?resize=264%2C106&#038;ssl=1\" alt=\"HubSpot, logo\" class=\"wp-image-1709\" width=\"264\" height=\"106\" srcset=\"https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2019\/06\/hubspot-logo.jpg?resize=1024%2C410&amp;ssl=1 1024w, https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2019\/06\/hubspot-logo.jpg?resize=300%2C120&amp;ssl=1 300w, https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2019\/06\/hubspot-logo.jpg?resize=768%2C307&amp;ssl=1 768w, https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2019\/06\/hubspot-logo.jpg?resize=600%2C240&amp;ssl=1 600w, https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2019\/06\/hubspot-logo.jpg?w=1280&amp;ssl=1 1280w\" sizes=\"auto, (max-width: 264px) 100vw, 264px\" \/><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.hubspot.com\/\" target=\"_blank\" rel=\"noreferrer noopener\"><\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">O <a href=\"https:\/\/liminal.pt\/hubspot.html\" target=\"_blank\" rel=\"noreferrer noopener\">HubSpot<\/a> \u00e9 conhecido enquanto <a href=\"https:\/\/liminal.pt\/produtos\/automacao-de-marketing.html\" target=\"_blank\" rel=\"noreferrer noopener\">plataforma de Automa\u00e7\u00e3o de Marketing<\/a> l\u00edder de mercado, com um complemento de <a href=\"https:\/\/liminal.pt\/produtos\/crm.html\" target=\"_blank\" rel=\"noreferrer noopener\">CRM<\/a> na sua g\u00e9nese que suporta uma interface <em>user-friendly<\/em>, acesso a dados de clientes em tempo real, funcionalidades de atribui\u00e7\u00e3o de receita <em>multitouch<\/em> e <a href=\"https:\/\/liminal.pt\/martech-magazine\/novas-features-hubspot-account-based-marketing\/\" target=\"_blank\" rel=\"noreferrer noopener\">Account-Based Marketing<\/a>. Mais de 3\/4 dos clientes HubSpot s\u00e3o B2B, sobretudo no setor de telecomunica\u00e7\u00f5es, tecnologia e consultoria\/servi\u00e7os profissionais. No entanto, a HubSpot conta com clientes de todos os setores e tanto B2B como B2C.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Pontos fortes<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Usabilidade<\/strong> &#8211; O <a href=\"https:\/\/liminal.pt\/hubspot.html\" target=\"_blank\" rel=\"noreferrer noopener\">HubSpot<\/a> \u00e9 uma das plataformas mais f\u00e1ceis de utilizar com uma interface consistente, tornando-o uma boa escolha para as equipas de marketing. O facto de ter constru\u00eddo (e n\u00e3o comprado) todos os componentes do sistema permite um desenvolvimento coerente e integrado entre m\u00f3dulos da plataforma.<\/li><li><strong>Integra\u00e7\u00e3o com outras aplica\u00e7\u00f5es \u2013 <\/strong>O Marketing Hub tem um posicionamento competitivo pela sua <a href=\"https:\/\/liminal.pt\/martech-magazine\/hubspot-operations-novo-hub-acaba-com-ilhas-informacao\/\" target=\"_blank\" rel=\"noreferrer noopener\">capacidade de se integrar com variadas aplica\u00e7\u00f5es externas<\/a> de <a href=\"https:\/\/liminal.pt\/produtos\/crm.html\" target=\"_blank\" rel=\"noreferrer noopener\">CRM<\/a>, como o <a href=\"https:\/\/liminal.pt\/martech-magazine\/integracao-hubspot-salesforce-alinhamento-marketing-vendas\/\" target=\"_blank\" rel=\"noreferrer noopener\">Salesforce<\/a> e <a href=\"https:\/\/liminal.pt\/microsoft.html\" target=\"_blank\" rel=\"noreferrer noopener\">Microsoft Dynamics 365 Sales<\/a>; de <a href=\"https:\/\/liminal.pt\/martech-magazine\/melhores-tecnologias-de-account-based-marketing\/\" target=\"_blank\" rel=\"noreferrer noopener\">plataformas de ABM<\/a> como a Demandbase e aplica\u00e7\u00f5es de com\u00e9rcio digital como o <a href=\"https:\/\/liminal.pt\/martech-magazine\/hubspot-shopify-automacao-na-sua-loja-ecommerce\/\">Shopify<\/a> e o Woocomerce.<\/li><li><strong>Suporte, educa\u00e7\u00e3o e comunidade<\/strong> \u2013 Os clientes HubSpot t\u00eam acesso a suporte t\u00e9cnico, recursos educacionais como o <a href=\"https:\/\/academy.hubspot.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">HubSpot Academy<\/a> e uma <a href=\"https:\/\/community.hubspot.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">comunidade global<\/a> para troca de ideias e esclarecimento de d\u00favidas.<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Pontos Fracos<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Recursos avan\u00e7ados \u2013 <\/strong>Apesar da sua interface intuitiva, o HubSpot necessita de <em>skills <\/em>avan\u00e7adas para desenhar processos de atribui\u00e7\u00e3o de leads atrav\u00e9s de c\u00f3digo, por exemplo. Os clientes HubSpot devem apostar em <a href=\"https:\/\/liminal.pt\/produtos\/implementacao-crm-map.html\" target=\"_blank\" rel=\"noreferrer noopener\">outsourcing de servi\u00e7os t\u00e9cnicos<\/a>.<\/li><li><strong>Implementa\u00e7\u00e3o de intelig\u00eancia artificial \u2013<\/strong> A HubSpot tem investido em <em>machine learning<\/em> para a atribui\u00e7\u00e3o de <em>lead scoring<\/em>, no entanto esse scoring n\u00e3o justifica a pontua\u00e7\u00e3o que atribui a diferentes intera\u00e7\u00f5es.<\/li><li><strong>Heran\u00e7a PME \u2013<\/strong> Durante v\u00e1rios anos, a HubSpot concentrou-se no mercado das pequenas e m\u00e9dias empresas. Potenciais clientes de grandes empresas devem definir casos de uso espec\u00edficos para justificar o investimento na vers\u00e3o Enterprise da plataforma.<\/li><\/ul>\n\n\n\n<p class=\"has-text-align-center has-text-color has-medium-font-size wp-block-paragraph\" style=\"color:#2596be\"><a href=\"https:\/\/liminal.pt\/webinars\/demo-hubspot.html\" target=\"_blank\" rel=\"noreferrer noopener\">Demonstra\u00e7\u00e3o Geral de HubSpot <\/a><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Microsoft<\/strong><\/h3>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><a href=\"https:\/\/dynamics.microsoft.com\/pt-pt\/marketing\/overview\/\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2020\/10\/Dynamics-365-Marketing.png?resize=122%2C122&#038;ssl=1\" alt=\"\" class=\"wp-image-3208\" width=\"122\" height=\"122\" srcset=\"https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2020\/10\/Dynamics-365-Marketing.png?w=500&amp;ssl=1 500w, https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2020\/10\/Dynamics-365-Marketing.png?resize=300%2C300&amp;ssl=1 300w, https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2020\/10\/Dynamics-365-Marketing.png?resize=150%2C150&amp;ssl=1 150w\" sizes=\"auto, (max-width: 122px) 100vw, 122px\" \/><\/a><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/dynamics.microsoft.com\/pt-pt\/marketing\/overview\/\" target=\"_blank\" rel=\"noreferrer noopener\"><\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A <a href=\"https:\/\/liminal.pt\/microsoft.html\" target=\"_blank\" rel=\"noreferrer noopener\">Microsoft<\/a> desenvolveu diferentes aplica\u00e7\u00f5es dentro do Dynamics 365 apenas dedicado \u00e0 Automa\u00e7\u00e3o de Marketing e gest\u00e3o de leads, das quais se destaca o Microsoft <a href=\"https:\/\/dynamics.microsoft.com\/pt-pt\/marketing\/overview\/\" target=\"_blank\" rel=\"noreferrer noopener\">Dynamics 365 Marketing<\/a>. Esta aplica\u00e7\u00e3o foca-se em criar jornadas de clientes automatizadas a partir de <em>trigger actions<\/em> e segmentos da base de dados. Os seus clientes tendem a ser m\u00e9dias e grandes empresas.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Pontos Fortes<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Plataforma de dados comuns \u2013 <\/strong>O <a href=\"https:\/\/dynamics.microsoft.com\/pt-pt\/marketing\/overview\/\" target=\"_blank\" rel=\"noreferrer noopener\">Microsoft Dynamics 365 Marketing<\/a> desenvolveu o <a href=\"https:\/\/powerplatform.microsoft.com\/en-us\/dataverse\/\" target=\"_blank\" rel=\"noreferrer noopener\">Dataverse<\/a> que partilha dados entre a suite de produtos Dynamics, incluindo vendas, servi\u00e7o e ERP, o que melhora a qualidade dos dados de toda a organiza\u00e7\u00e3o.<\/li><li><strong>Rede de parceiros de implementa\u00e7\u00e3o \u2013<\/strong> A Microsoft tem vindo a aumentar o seu programa de parceiros que implementam o sistema, permitindo uma maior flexibilidade de outsourcing de suporte na sua implementa\u00e7\u00e3o.<\/li><li><strong>Programas de sucesso do cliente \u2013<\/strong> A Microsoft tem dois programas para dar suporte \u00e0 implementa\u00e7\u00e3o e ado\u00e7\u00e3o cont\u00ednua da plataforma: o <a href=\"https:\/\/www.microsoft.com\/en-us\/fasttrack\" target=\"_blank\" rel=\"noreferrer noopener\">FastTrack<\/a> (para implementa\u00e7\u00f5es dentro do prazo com garantia de satisfa\u00e7\u00e3o do cliente) e o <a href=\"https:\/\/dynamics.microsoft.com\/en-us\/customer-success\/\" target=\"_blank\" rel=\"noreferrer noopener\">Business Applications Customer Success Program<\/a> (gratuito e para clientes <em>enterprise<\/em>).<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Pontos Fracos<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Depend\u00eancia da plataforma de dados comuns \u2013 <\/strong>O <a href=\"https:\/\/learn.microsoft.com\/en-us\/dynamics365\/customer-insights\/\" target=\"_blank\" rel=\"noreferrer noopener\">Dynamics 365 Customer Insights<\/a> \u00e9 uma componente chave da solu\u00e7\u00e3o integrada de automa\u00e7\u00e3o de marketing B2B. No entanto, o CDP \u00e9 imprescind\u00edvel para o tratamento de dados pesados, que requerem fun\u00e7\u00f5es para aprimorar dados internos e externos.<\/li><li><strong>Product Packaging \u2013<\/strong> Enquanto os concorrentes oferecem diferentes vers\u00f5es dentro do mesmo produto, o <a href=\"https:\/\/dynamics.microsoft.com\/pt-pt\/marketing\/overview\/\" target=\"_blank\" rel=\"noreferrer noopener\">Dynamics 365 Marketing<\/a> tem uma \u00fanica vers\u00e3o que requer add-ons para intera\u00e7\u00f5es com contactos e leads.<\/li><li><strong>Integra\u00e7\u00f5es CRM\/SFA \u2013<\/strong> O <a href=\"https:\/\/dynamics.microsoft.com\/pt-pt\/marketing\/overview\/\" target=\"_blank\" rel=\"noreferrer noopener\">Dynamics 365 Marketing<\/a> foi desenhado para operar no ambiente Dynamics, enquanto as integra\u00e7\u00f5es com aplica\u00e7\u00f5es de terceiros s\u00e3o fortemente condicionadas. Para al\u00e9m do universo Dynamics de CRM\/SFA, o \u00fanico sistema com qual \u00e9 poss\u00edvel integrar \u00e9 o <a href=\"https:\/\/liminal.pt\/salesforce.html\" target=\"_blank\" rel=\"noreferrer noopener\">Salesforce Sales Cloud<\/a>.<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Oracle<\/strong><\/h3>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2020\/10\/oracle-eloqua.png?resize=124%2C124&#038;ssl=1\" alt=\"\" class=\"wp-image-3209\" width=\"124\" height=\"124\" srcset=\"https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2020\/10\/oracle-eloqua.png?w=280&amp;ssl=1 280w, https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2020\/10\/oracle-eloqua.png?resize=150%2C150&amp;ssl=1 150w\" sizes=\"auto, (max-width: 124px) 100vw, 124px\" \/><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.oracle.com\/cx\/marketing\/automation\/\" target=\"_blank\" rel=\"noreferrer noopener\"><\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">O <a href=\"https:\/\/www.oracle.com\/cx\/marketing\/automation\/\" target=\"_blank\" rel=\"noreferrer noopener\">Oracle Eloqua Marketing Automation<\/a> \u00e9, essencialmente, usado em casos complexos de B2B. Cont\u00e9m funcionalidades avan\u00e7adas de gest\u00e3o de leads que se integram nativamente com os CRM l\u00edderes de mercado e com os restantes produtos da Oracle. A maioria dos seus clientes s\u00e3o m\u00e9dias e grandes empresas que pertencem a todos os setores e ind\u00fastrias. A <a href=\"https:\/\/www.oracle.com\/cx\/marketing\/automation\/\">Oracle Eloqua<\/a> fez investimentos significativos na integra\u00e7\u00e3o com aplica\u00e7\u00f5es do <a href=\"https:\/\/www.oracle.com\/pt\/cx\/platform\/\" target=\"_blank\" rel=\"noreferrer noopener\">Oracle\u2019s CX<\/a> que inclui solu\u00e7\u00f5es para vendas, <em>data enrichment<\/em>, <a href=\"https:\/\/liminal.pt\/martech-magazine\/estatisticas-consumidor-digital-ecommerce\/\" target=\"_blank\" rel=\"noreferrer noopener\">com\u00e9rcio digital<\/a>, fidelidade e gest\u00e3o de conte\u00fado.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Pontos Fortes<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Personaliza\u00e7\u00e3o \u2013 <\/strong>O <a href=\"https:\/\/www.oracle.com\/cx\/marketing\/automation\/\" target=\"_blank\" rel=\"noreferrer noopener\">Oracle Eloqua<\/a> oferece recursos para cria\u00e7\u00e3o de p\u00fablicos, listas de contactos segmentadas e recursos de <em>machine learning<\/em>.<\/li><li><strong>Modelos de intelig\u00eancia artificial e machine learning \u2013<\/strong> Estes modelos s\u00e3o usados para medir a probabilidade de compra, realizar an\u00e1lises de fadiga, otimizar tempos de envio, <em>subject lines<\/em> em emails e <em>scoring<\/em>.<\/li><li><strong>Ecossistema de parceiros \u2013<\/strong> Gama diversificada de parceiros globais, incluindo integradores de sistemas, ag\u00eancias, fornecedores independentes de software (ISVs) e revendedores de v\u00e1rios segmentos de mercado. O <a href=\"https:\/\/www.oracle.com\/cx\/marketing\/automation\/\" target=\"_blank\" rel=\"noreferrer noopener\">Oracle<\/a> d\u00e1 acesso a recursos complementares, funcionalidades e integra\u00e7\u00f5es.<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Pontos Fracos<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Bundle de produtos \u2013 <\/strong>Os potenciais clientes devem avaliar a necessidade de produtos adicionais para os seus casos de uso durante o processo de compra para evitar \u201csurpresas\u201d p\u00f3s implementa\u00e7\u00e3o.<\/li><li><strong>Complexidade do produto \u2013 <\/strong>Alguns utilizadores do Gartner Peer Insights reportam que determinados recursos do produto s\u00e3o dif\u00edceis de usar e expressam frustra\u00e7\u00e3o na comunica\u00e7\u00e3o espor\u00e1dica de suporte e atualiza\u00e7\u00f5es do produto.<\/li><li><strong><em>Fees<\/em><\/strong><strong> de forma\u00e7\u00e3o \u2013<\/strong> a forma\u00e7\u00e3o pode ser adquirida atrav\u00e9s de uma licen\u00e7a anual. Alguns clientes da Gartner lamentaram que o sistema n\u00e3o inclua a maioria dos conte\u00fados de forma\u00e7\u00e3o na assinatura principal de licen\u00e7as.<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Salesforce<\/strong><\/h3>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large is-resized\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2019\/05\/salesforce.png?resize=135%2C95&#038;ssl=1\" alt=\"salesforce, liminal, martech\" class=\"wp-image-1571\" width=\"135\" height=\"95\" srcset=\"https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2019\/05\/salesforce.png?resize=1024%2C717&amp;ssl=1 1024w, https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2019\/05\/salesforce.png?resize=300%2C210&amp;ssl=1 300w, https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2019\/05\/salesforce.png?resize=768%2C538&amp;ssl=1 768w, https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2019\/05\/salesforce.png?resize=429%2C300&amp;ssl=1 429w, https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2019\/05\/salesforce.png?w=1200&amp;ssl=1 1200w\" sizes=\"auto, (max-width: 135px) 100vw, 135px\" \/><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.pardot.com\/\" target=\"_blank\" rel=\"noreferrer noopener\"><\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">O <a href=\"https:\/\/www.salesforce.com\/products\/marketing-cloud\/engagement\/\" target=\"_blank\" rel=\"noreferrer noopener\">Marketing Cloud Account Engagement<\/a>, a plataforma de <a href=\"https:\/\/liminal.pt\/produtos\/automacao-de-marketing.html\" target=\"_blank\" rel=\"noreferrer noopener\">Automa\u00e7\u00e3o de Marketing<\/a> da <a href=\"https:\/\/liminal.pt\/salesforce.html\" target=\"_blank\" rel=\"noreferrer noopener\">Salesforce<\/a>, tem como principal objetivo a <em>demand generation<\/em> atrav\u00e9s de funcionalidades <em>multichannel<\/em>. A Salesforce continua a aprimorar as suas funcionalidades com recurso ao <a href=\"https:\/\/www.salesforce.com\/eu\/products\/einstein\/features\/\" target=\"_blank\" rel=\"noreferrer noopener\">Einstein AI<\/a> com novas funcionalidades de otimiza\u00e7\u00e3o de email marketing. Os clientes da Salesforce s\u00e3o tipicamente empresas de m\u00e9dia e grande dimens\u00e3o.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Pontos Fortes<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Interface de utilizador \u2013 <\/strong>O <a href=\"https:\/\/www.salesforce.com\/products\/marketing-cloud\/engagement\/\" target=\"_blank\" rel=\"noreferrer noopener\">Marketing Cloud Account Engagement<\/a> foi continuamente desenvolvido at\u00e9 se tornar l\u00edder na sua categoria. Oferece uma experi\u00eancia s\u00f3lida com uma interface intuitiva.<\/li><li><strong>Ecossistema e comunidade de parceiros \u2013<\/strong> Possui uma grande comunidade de parceiros ISV e de implementa\u00e7\u00e3o no seu ecossistema de parceiros <a href=\"https:\/\/appexchange.salesforce.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">AppExchange<\/a>.<\/li><li><strong>Presen\u00e7a no mercado \u2013<\/strong> Forte investimento em brand awareness o que se transformou em 20% no crescimento das vendas, tornando-se o segundo maior fornecedor de software de marketing, em receita anual, a seguir \u00e0 <a href=\"https:\/\/www.adobe.com\/pt\/marketing\/marketo.html\" target=\"_blank\" rel=\"noreferrer noopener\">Adobe<\/a>.<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Pontos Fracos<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Integra\u00e7\u00f5es CRM\/SFA \u2013 <\/strong>Embora ofere\u00e7a o seu pr\u00f3prio produto SFA, o <a href=\"https:\/\/www.salesforce.com\/eu\/products\/sales-cloud\/features\/\" target=\"_blank\" rel=\"noreferrer noopener\">Salesforce Sales Cloud<\/a>, o <a href=\"https:\/\/www.salesforce.com\/products\/marketing-cloud\/engagement\/\" target=\"_blank\" rel=\"noreferrer noopener\">Marketing Cloud Account Engagement<\/a> n\u00e3o oferece integra\u00e7\u00f5es nativas com solu\u00e7\u00f5es SFA de terceiros.<\/li><li><strong>Gest\u00e3o de workflows de leads \u2013<\/strong> A ferramenta de design de fluxos \u00e9 bastante funcional, mas pode levar ao desenvolvimento de grandes e complexas jornadas. Isso traduz-se num esfor\u00e7o adicional para criar, gerir e otimizar workflows, principalmente devido \u00e0 sofistica\u00e7\u00e3o limitada da ferramenta de intelig\u00eancia artificial e machine learning do produto.<\/li><li><strong>Modelo de pre\u00e7os \u2013<\/strong> Embora os pre\u00e7os do <a href=\"https:\/\/www.salesforce.com\/products\/marketing-cloud\/engagement\/\" target=\"_blank\" rel=\"noreferrer noopener\">Marketing Cloud Account Engagement<\/a> sejam transparentes, os custos variam consideravelmente entre vers\u00f5es com diferentes recursos, complementos e funcionalidades avan\u00e7adas.<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Zoho<\/h3>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2022\/10\/zohocrmplus-logo.png?resize=250%2C65&#038;ssl=1\" alt=\"\" class=\"wp-image-4192\" width=\"250\" height=\"65\" srcset=\"https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2022\/10\/zohocrmplus-logo.png?w=1001&amp;ssl=1 1001w, https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2022\/10\/zohocrmplus-logo.png?resize=300%2C78&amp;ssl=1 300w, https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2022\/10\/zohocrmplus-logo.png?resize=768%2C200&amp;ssl=1 768w, https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2022\/10\/zohocrmplus-logo.png?resize=600%2C156&amp;ssl=1 600w\" sizes=\"auto, (max-width: 250px) 100vw, 250px\" \/><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\">A solu\u00e7\u00e3o da <a href=\"https:\/\/liminal.pt\/zoho.html\" target=\"_blank\" rel=\"noreferrer noopener\">Zoho<\/a> que \u00e9 parte do <a href=\"https:\/\/www.zoho.com\/crm\/crmplus\/\" target=\"_blank\" rel=\"noreferrer noopener\">Zoho CRM Plus<\/a>, foca-se em oferecer aos seus utilizadores um conjunto de recursos de automa\u00e7\u00e3o de marketing B2B f\u00e1ceis de utilizar. O seu <em>roadmap <\/em>tem como principais pontos o desenvolvimento de <em>lead scoring<\/em> e de <em>machine learning<\/em>, inclu\u00edndo segmenta\u00e7\u00e3o potenciada por Intelig\u00eancia Artificial e an\u00e1lises prescritivas. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Pontos Fortes<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Interface de utilizador \u2013 <\/strong>O Canvas do <a href=\"https:\/\/liminal.pt\/zoho.html\" target=\"_blank\" rel=\"noreferrer noopener\">Zoho CRM<\/a> fornece um editor WYSIWYG para a interface Zoho. Isto permite que os clientes criem v\u00e1rias vers\u00f5es espec\u00edficas de users com diferentes fun\u00e7\u00f5es e permiss\u00f5es que potenciam a ado\u00e7\u00e3o do sistema.<\/li><li><strong>Transpar\u00eancia do modelo de Machine Learning &#8211;<\/strong> A aplica\u00e7\u00e3o <a href=\"https:\/\/www.zoho.com\/zia\/\" target=\"_blank\" rel=\"noreferrer noopener\">Zia<\/a>, assistente de intelig\u00eancia artificial da <a href=\"https:\/\/liminal.pt\/zoho.html\" target=\"_blank\" rel=\"noreferrer noopener\">Zoho<\/a> fornece pontua\u00e7\u00f5es preditivas de leads e recomenda\u00e7\u00f5es de campanhas espec\u00edficas para leads atrav\u00e9s de atributos dos p\u00fablicos-alvo.<\/li><li>Modelo de pre\u00e7os &#8211; A <a href=\"https:\/\/liminal.pt\/zoho.html\" target=\"_blank\" rel=\"noreferrer noopener\">Zoho<\/a> oferece um modelo de pricing transparente, permitindo que os clientes adquiram componentes\/aplica\u00e7\u00f5es de forma granular, ou seja, \u00e0 parte de um produto integrado ou em bundle. O <a href=\"https:\/\/www.zoho.com\/crm\/crmplus\/\" target=\"_blank\" rel=\"noreferrer noopener\">Zoho CRM Plus<\/a> combina aplica\u00e7\u00f5es de marketing, vendas e servi\u00e7o num s\u00f3. Os clientes podem ainda optar por uma licen\u00e7a mensal, sem um contrato anual.<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Pontos Fracos<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Generalistas do setor \u2013 <\/strong>A Zoho n\u00e3o disponibiliza modelos ou configura\u00e7\u00f5es espec\u00edficas por setor ou caso de uso. Os clientes da <a href=\"https:\/\/liminal.pt\/zoho.html\" target=\"_blank\" rel=\"noreferrer noopener\">Zoho<\/a> devem planear, definir e documentar os seus pr\u00f3prios casos de uso ou optar por um <a href=\"https:\/\/liminal.pt\/produtos\/implementacao-crm-map.html\" target=\"_blank\" rel=\"noreferrer noopener\">fornecedor de outsourcing de servi\u00e7os<\/a>.<\/li><li><strong>Limita\u00e7\u00e3o de funcionalidades de ABM &#8211;<\/strong> A Zoho disp\u00f5e de um suporte limitado para os clientes que pretendem desenvolver uma <a href=\"https:\/\/liminal.pt\/martech-magazine\/melhores-tecnologias-de-account-based-marketing\/\" target=\"_blank\" rel=\"noreferrer noopener\">estrat\u00e9gia de Account-Based Marketing<\/a> no sistema. <\/li><li><strong>Personaliza\u00e7\u00e3o web &#8211;<\/strong> Os recursos de <a href=\"https:\/\/www.zoho.com\/sites\/\" target=\"_blank\" rel=\"noreferrer noopener\">personaliza\u00e7\u00e3o de sites da Zoho<\/a> dependem de atributos com base nos dispositivos, como o navegador, canal de refer\u00eancia, data\/hora. Para al\u00e9m disso, a personaliza\u00e7\u00e3o com base nos atributos do CRM como as fases do funil de vendas, o tipo de conta e a pontua\u00e7\u00e3o de leads, s\u00f3 \u00e9 compat\u00edvel com a API atrav\u00e9s de campos personalizados no <a href=\"https:\/\/www.zoho.com\/marketingautomation\/\" target=\"_blank\" rel=\"noreferrer noopener\">Zoho Marketing Automation<\/a>.<\/li><\/ul>\n\n\n\n<p class=\"has-text-align-center has-text-color has-medium-font-size wp-block-paragraph\" style=\"color:#2596be\"><a href=\"https:\/\/liminal.pt\/webinars\/demo-zoho.html\" target=\"_blank\" rel=\"noreferrer noopener\">Demonstra\u00e7\u00e3o Geral de Zoho<\/a><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Qual a Plataforma de Automa\u00e7\u00e3o de Marketing ideal para o meu neg\u00f3cio?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Gostaria de investir numa <a href=\"https:\/\/liminal.pt\/produtos\/automacao-de-marketing.html\" target=\"_blank\" rel=\"noreferrer noopener\">plataforma de automa\u00e7\u00e3o de marketing<\/a> mas n\u00e3o sabe qual a mais adequada para a sua empresa? Na Liminal ajud\u00e1mos v\u00e1rias empresas a perceber quais as <a href=\"https:\/\/liminal.pt\/martech-magazine\/como-criar-estrategia-tecnologias-marketing-vendas\/\" target=\"_blank\" rel=\"noreferrer noopener\">tecnologias de marketing<\/a> que melhor se adequam a cada empresa. Para o ajudar, prepar\u00e1mos um diagn\u00f3stico para descobrir qual o n\u00edvel de automa\u00e7\u00e3o que melhor responde aos desafios espec\u00edficos da sua empresa.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><a href=\"https:\/\/liminal.pt\/diagnostico-automacao-marketing\/\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"646\" height=\"226\" src=\"https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2019\/01\/diagnostico-automacao-marketing-liminal-1.png?resize=646%2C226&#038;ssl=1\" alt=\"diagn\u00f3stico, automa\u00e7\u00e3o de marketing\" class=\"wp-image-909\" srcset=\"https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2019\/01\/diagnostico-automacao-marketing-liminal-1.png?w=646&amp;ssl=1 646w, https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2019\/01\/diagnostico-automacao-marketing-liminal-1.png?resize=300%2C105&amp;ssl=1 300w, 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dashicons-star-empty\"><\/span>\n\t\t\t\t<\/div><\/div><span class=\"rtng-text rtng-total\">No rating yet<\/span><\/div><form action=\"\" method=\"post\" class=\"rtng-form\" data-id=\"4177\"><input type=\"hidden\" name=\"rtng_show_title\" value=\"1\"><span class=\"rtng-text rtng-vote-title\">O meu feedback:<\/span><div class=\"rtng-star-rating rtng-no-js rtng-active\" data-rating=\"\"><label class=\"rtng-star\" data-rating=\"1\">\n\t\t\t\t\t<input type=\"radio\"  name=\"rtng_rating[0]\" value=\"1\" \/>\n\t\t\t\t\t<span class=\"dashicons dashicons-star-empty\"><\/span>\n\t\t\t\t<\/label><label class=\"rtng-star\" data-rating=\"2\">\n\t\t\t\t\t<input type=\"radio\"  name=\"rtng_rating[0]\" value=\"2\" \/>\n\t\t\t\t\t<span class=\"dashicons dashicons-star-empty\"><\/span>\n\t\t\t\t<\/label><label class=\"rtng-star\" data-rating=\"3\">\n\t\t\t\t\t<input type=\"radio\"  name=\"rtng_rating[0]\" value=\"3\" \/>\n\t\t\t\t\t<span class=\"dashicons dashicons-star-empty\"><\/span>\n\t\t\t\t<\/label><label class=\"rtng-star\" data-rating=\"4\">\n\t\t\t\t\t<input type=\"radio\"  name=\"rtng_rating[0]\" value=\"4\" \/>\n\t\t\t\t\t<span class=\"dashicons dashicons-star-empty\"><\/span>\n\t\t\t\t<\/label><label class=\"rtng-star\" data-rating=\"5\">\n\t\t\t\t\t<input type=\"radio\"  name=\"rtng_rating[0]\" value=\"5\" \/>\n\t\t\t\t\t<span class=\"dashicons dashicons-star-empty\"><\/span>\n\t\t\t\t<\/label><\/div><noscript><input type=\"submit\" name=\"rtng_add_button\" class=\"rtng-add-button\" value=\"Rate\" \/><\/noscript>\n\t\t\t\t<input type=\"hidden\" name=\"rtng_object_type\" value=\"post\">\n\t\t\t\t<input type=\"hidden\" name=\"rtng_object_id\" value=\"0\">\n\t\t\t\t<input type=\"hidden\" name=\"rtng_post_id\" value=\"4177\"><input type=\"hidden\" id=\"rtng_nonce_button\" name=\"rtng_nonce_button\" value=\"b5f424d18a\" \/><input type=\"hidden\" name=\"_wp_http_referer\" value=\"\/martech-magazine\/wp-json\/wp\/v2\/posts\/4177\" \/><\/form>","protected":false},"excerpt":{"rendered":"<p>Anualmente, a Gartner publica o seu Quadrante M\u00e1gico sobre diversas tecnologias, entrevistando v\u00e1rios utilizadores de cada solu\u00e7\u00e3o e recolhendo o seu feedback sobre temas como usabilidade, facilidade de integra\u00e7\u00e3o ou &hellip; <\/p>\n","protected":false},"author":2,"featured_media":4187,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_post_was_ever_published":false},"categories":[47],"tags":[87,164,38,260,265,264,145,71,105,16,173,266,69],"class_list":["post-4177","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-automacao-de-marketing","tag-account-based-marketing","tag-adobe","tag-automacao-de-marketing","tag-creatio","tag-dynamics-365-customer-insights","tag-dynamics-365-marketing","tag-gartner","tag-hubspot","tag-map","tag-map-marketing-automation-platform","tag-microsoft","tag-oracle-eloqua","tag-salesforce"],"yoast_head":"<!-- This site is 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