A majority of businesses use marketing automation tools nowadays. Around 56% of businesses currently use the technology, and that number continues to grow.
Marketing automation software can help companies increase efficiency by streamlining their workflows. However, there are so many options to choose from.
Marketing automation tools use software to automate repetitive marketing tasks.
Automating your marketing tasks can benefit your business by increasing overall efficiency and allowing you more time to work on high-level projects.
How to Choose the Best Marketing Automation Software
Many B2B and enterprise companies need a platform with wider capability. Here are some key areas to consider as you evaluate marketing automation software products to choose the one that's right for you:
Determine Your Budget and Business Needs
Marketing Automation Tool should make you more efficient so you can focus on the tasks you enjoy and that have the highest return. With that in mind, you'll want to evaluate the price as you consider capability. Be sure to choose a provider that's reasonably priced but can also grow with you as your needs change.
For small B2C organizations focusing primarily on email, a scaled-down system might be sufficient. However, with more advanced needs, enterprise software is more cost-efficient in the long run.
Evaluate the User-Friendly Feature
Automation isn't a simple thing to implement, so make sure the interface of the software will work with you, not against you. Automation can be technical, so look for providers that have robust knowledge bases, tutorials, and other customer support options.
Research Analytics and Reporting Options
You need to be able to measure the success of any campaigns you have running, so make sure your automation software will keep track of the metrics that matter most to you. In B2B and enterprise environments with many stakeholders, you may also need advanced reporting abilities such as personalized dashboards or automatic reporting via email.
Research Various Integrations
How well does the marketing automation software play with your existing stack? Integrations allow you to manage data and get more from your tools.
Consider Potential Limitations
Some automation software platforms may limit the number of actions in a month or the database size you're allowed. Going into any evaluation, know how many contacts you have, how many emails you send on average, and what you want the software to accomplish. This will prevent you from underestimating the cost of your automation software.
Request a Demo
Before making a final decision, you must consider reaching out to each provider's sales team to request a demo or sign up for free trial offers. Trying out a marketing automation tool before you buy it can help you determine which features best serve your needs.
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