Marketing Automation is of particular value when pursuing a higher volume lead generation or demand generation model.
In a recent Quora post, we answered a question about the value of marketing automation. If you generate - or seek to generate - a high volume of leads (100+s) from the web from self-directed buyers, then yes, you will value having a Marketing Automation platform.
Consider Marketing Automation as part of a broader “technology stack” - there is the “Martech Stack” and the “SalesTech Stack” - we look at these together as the “RevTech Stack”
Their are a number of leading players in marketing automation - Marketo, HubSpot, Eloqua, Pardot, SharpSpring, Act-On, Infusionsoft, Mautic and others.
Prices range from a few 100 per month to many $1,000s - a lot is based on volumes (size of lists etc), but there are also a wide range of feature sets.
It is difficult to recommend any one system. We use SharpSpring, Pardot, HubSpot and Marketo. All of these are solid systems. Consider the integration and platform ecosystem (e.g. Pardot is part of the Salesforce Cloud).