How to Choose Marketing Automation Software

three people using marketing automations software

October 25, 2022

Marketing automation software is a powerful tool for marketers looking to automate various tasks related to running a successful organization. Automating certain aspects of the marketing process frees up your time so you can focus on high-value activities like strategy development, content creation, lead generation, etc.
However, choosing the right software can be difficult, especially when there are so many options out there. Here are some tips to help make the decision easier.

Understand What You Need

Before starting the process of selecting marketing automation software, it’s important to understand exactly what you need. These can include email marketing, sales management, lead nurturing, customer service, and content creation.
Additionally, make sure to get input from various team members and departments so you don't overlook anything critical.

Align Features and Goals

Look for features that will help you reach your goals. Do you want to save money? Are you looking for a solution that integrates well with your CRM platform? Do you want to track performance metrics?
Once you've identified the key functions that you'll need automated, look for features that will be the best fit for your company.

Look for Support

You'll also want to consider support options. Many vendors offer training courses, phone support, and/or webinars. They may also provide access to experts within their communities.
Ask yourself these questions before making a final decision:
  • Are the vendor's technical resources sufficient to handle all issues?
  • Does the product offer 24/7 phone support?
  • Is the vendor willing to train me on their products?
  • Will I be able to find answers to my questions quickly?

Evaluate Integrations

It doesn't matter which solution you choose if it doesn't integrate well with your current systems. Ask yourself these questions when evaluating integrations:
  • Can I import data directly from my CRM system?
  • Do I need to install additional applications to connect to third-party solutions?
  • Do I have the expertise necessary to set up integrations between my existing systems?

Consider Migration Logistics

If you're upgrading from one marketing automation software to another, ask the vendor about their migration plan and if they've done a migration from your current platform before. Find out what resources and additional costs will be required to migrate successfully.

Weigh the Costs

Depending on the size of your organization, the cost of implementing marketing automation software can range anywhere from hundreds to thousands of dollars. However, the true cost of implementation depends on the number of users, the complexity of the solution, and training.

Safeguard Your Data

Security is an important issue when it comes to marketing automation. Some vendors store information in databases that are accessible via the internet. Others store sensitive information in encrypted files. Either way, you'll want to ensure that your data is secure.

Think About Scalability

As businesses grow, they must be prepared to scale up their automation platforms. Ask the vendor how scalable their solution is. How easy is it to integrate third-party applications? Does the vendor offer APIs for integration with custom solutions?
If you're looking for long-term support and scalability, ask vendors about their plans for future product development.

Open the Door to More Marketing Opportunities

Marketing automation software helps companies save time and resources by automating certain tasks. This allows marketers to focus their attention on other essential aspects of running a successful business. However, proper installation and preparation are key to seeing results.
Set up a free discovery call with Sales & Marketing Technologies to accelerate your marketing automation's performance!

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