You'll get better insight on your customer. Marketing automation tools can help you track every interaction your business has ever had with a certain customer. The ability to view past conversations, complaints, or purchases can help your sales or marketing team tailor every individual's experience with your company, making them feel more valued and upping customer loyalty.
You'll get a variety of data from different sources. Any marketing automation tool you employ is going to offer number-crunching data to help you better understand your website and marketing efforts. With multiple tools working together, you can start to discover the most heavily trafficked areas of your site, what content is most appealing to your customer, and other analytics that can help you maximize online sales.
It's not as expensive as you think. When you think of marketing management tools, do you think of costly, massive software like Hubspot, Eloqua or Marketo? While these are great solutions for some businesses, you can often achieve the same marketing goals by choosing two or three marketing tools based on your needs and then integrating (passing data between) them.