Know your Situation: Pick the Right Marketing Automation Solution
October 12, 2012
Marketing automation is a relatively new technology. It’s been around long enough that many companies are familiar with what it is, but few are aware of precisely why their particular organization would need it.
In short, marketing automation helps businesses plug holes in their sales funnel that are costing them interested, but not sales-ready leads. Marketing automation helps manage and nurture these leads until they are ready to enter the buying cycle. Marketing automation is also used to automate and simplify the tasks associated with marketing campaigns.
Not all companies are the same, though, and many have different needs, even within the same industry. Distribution method, size, and budget all come into play when making pivotal business decisions. Ultimately, the right marketing automation solution depends on the strategy being executed by a business and the goals it hopes to achieve.
There is any number of marketing automation vendors at your disposal, and each has its own strengths and weaknesses. The key is remembering that technology by itself is useless. It’s like trying to complete a puzzle – there is a gap, but not every piece will fit in there.
Which Solution is Best for me?
That’s a question every company will be looking to answer as they evaluate the various marketing automation software vendors. While there is no set answer, there are a variety of factors that should be considered.
First, ask yourself whether a particular product satisfies your company’s short and long-term requirements. Also consider whether employees will be able to easily learn the systems and how long it will take to fully integrate the solutions. Lastly, ensure that the solution can scale as your company grows and estimate what the total cost of ownership will be. You want to be able to pick the solution that makes the most sense for your company’s end goals, regardless of whether you’re a major corporation or one plotting your first expansion.
Of course, picking a vendor isn’t just about selecting the right technology. Variables such as customer support, training and education initiatives and cross-platform compatibility should also be considered. In other words, pick a company you want to work with, not just a technology solution.