Marketing automation is at the basis of creating a successful B2B company. When growing, organizations need to automate marketing activities to unite both the marketing and sales departments. By doing so, the growth will be faster.

One of the key questions many business owners have is how to convert online visitors into prospects. This is one of the most difficult tasks ahead of any online business owner. It’s important to remember that a visitor is an unknown person with no data attached to it.

A visitor becomes a prospect the moment an email address is shared, either on a landing page or a contact form.

How To Convert Online Visitors Into Prospects?

Marketing automation together with funnel management can help business owners maximize their online activities. Turning more online visitors into prospects and hence increasing business is the bottom line for any company.

User Funnel - MyStartupLand

Any online user of a B2B organization goes through specific steps of the user funnel. To increase active customers, business owners need to master the art of user conversion funnel management.

What Are The Steps In The User Conversion Funnel?

If your business operates online, the conversion funnel is something that you cannot ignore. Thinking about the steps a user undertakes to become a prospect and from a prospect to a lead is fundamental.

There are 5 steps to keep in mind:

  1. Demand (or Lead) Generation: The act of creating interest in your products or services through marketing efforts.
  2. Conversion: When a visitor gives his/her own contact information to a business through a contact form or customized landing page.
  3. Lead Nurturing: Once a visitor becomes a prospect, there’s a need to engage with her/him in a targeted way. Communication should happen at specific intervals based on their actions and whether or not they have met certain qualifying criteria.
  4. Lead Qualification: This step is crucial to skim through the noise of all prospects. Remember that not all prospects are created equally. Lead scoring helps define better the value of prospects.

Most marketing automation tools offer already ways to optimize and customize the funnel to meet organizational needs.

Here below we take a look at the top 5 marketing automation tools to convert online visitors into prospects.

#1 Pardot by Salesforce

Pardot is a marketing automation tool developed by Salesforce. It integrates smoothly with one of the most well-spread CRM in the world.

Pardot empowers marketing and sales teams to work together to find and nurture leads, close more deals, and maximize ROI. It has several functions that simplify the lives of many business owners.

For example, through Pardot, you can create custom landing pages to convert visitors into prospects. At the same time, you can use the pre-built lead qualification tools for prospects scoring and grading.

Pardot’s lead management features CRM integration, email marketing, lead nurturing, lead scoring, and ROI reporting. All these help both marketing and sales teams qualify sales leads, shorten sales cycles, and track marketing ROI.

#2 Marketo

Marketo is one of the leading platform for marketing automation and sales effectiveness. Its Engagement Platform uniquely provides an easy-to-use, powerful and complete marketing software. The tool helps small companies and global enterprises to grow faster.

The platform includes the first social marketing automation tool, which helps business owners and marketers streamline processes and deliver results for their marketing campaigns.

Marketo offers a wide variety of tools to help guide visitors through your website and turn them into active prospects. There are SEO tools to get noticed while potential prospects perform research online. There are also advertising tools to target the right audience by enriching the data through Facebook, Google, LinkedIn, and other platforms.

#3 HubSpot

HubSpot is an award-winning marketing and sales platform. It helps organizations attracts more visitors, generate leads, and ultimately turn the right prospects into customers.

HubSpot offers a full stack of products, similar to others. It is possible to use some of them stand-alone or all together. Its inbound marketing software has been designed to launch effective marketing campaigns to turn online visitors into prospects and eventually happy customers.

Hubspot Suite - MyStartupLand

The main advantage is that HubSpot can be used as a unique solution rather than having different platforms.

#4 ActiveCampaign

ActiveCampaign is an all-in-one marketing platform that helps organizations scale business with email automation and sales tools. Its marketing automation tool supports business owners understanding what each contact wants.

The tool also helps in lead nurturing campaigns by sending automated targeted messages to improve conversion from prospect to active customer. All this is possible through automated workflows based on unique interests.

ActiveCampaign - MyStartupLand

ActiveCampaign also helps marketers to find the most engage leads by setting lead scoring and engagement tagging to simplify the qualification process.

#5 Act-On

Act-On is a comprehensive marketing automation tool thought to offer a complete suite of applications for business owners and marketers. It includes email marketing, website visitor tracking, lead management, social media management, reporting, and analytics, as well as integrations with webinar and event planning.

Like other automation tools, Act-On helps marketers attract and convert ideal buyers. The suite of applications connects visitors to the products a company offers enabling a higher conversion rate to active customers.

Act-On enables business owners to prove the success of marketing programs and campaigns by showing which channels directly impact the organization’s revenue and growth goals.


As the organization grows and the number of online visitors increases, it is crucial to understand what is the best automation tool. There are many options out in the market and for this reason, having an in-dept research can speed up the decision. However, depending on how quickly the business grows, it might be a good option to look for experts in technology implementation to foster growth.

Source: YouDigital

Pawel owns a CRM consultancy called YouDigital and helps companies to move from Excel ages to a new cloud era. He speaks fluent English, German, Polish and Czech. His focus is Salesforce and SMB segment of the market. Get in touch with him if you need to automate and digitize your processes.

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