According to eMarketer, 86% of marketers said that marketing automation improved nurturing, 73% said that it gave them measurable results, and 66% said that it enhanced targeting and personalization.
As you know, your goals for marketing automation, you know your customers, segments, the content that you generate, and you need, you can explore the market of marketing automation solutions.
I’ve listed some essential things to think about when making your decision on choosing the best marketing automation solution:
Your goals. Can the platform help you get from A to B? And then to C?
Speed. How quickly can you get from start to value?
Ease of use. Is the platform intuitive and easy to use?
Hidden costs. What will it cost for strategic planning and implementation?
How difficult will integration be? Is it native or an API? Or is it development intensive? Will it take more than one day? One week?
Does the data sync automatically between the two systems, or must you do it manually?
Does the vendor’s onboarding program look appropriate for your team? Do they provide a dedicated team to help you?
How much support is included, and for how long? What happens when it ends?
Does the platform have native integrations with BI, web conference, internal chat, and many more marketing tools?
Does the platform support account-based marketing (ABM) tactics such as account scoring?
Does the platform support account profiles that roll up all contact-level engagement data?
Your resources. Some platforms require full-time dedicated support to keep the gears turning.
Your access to IT. Some platforms require ongoing attention from your IT department or other development resources.