We like to think that marketing automation is a super cool and crazy hip tool for all kinds of different marketing needs. Of course we do, because we’re a marketing automation vendor.
It’s a great time to be a marketing automation buyer – you have your choice of a plethora of marketing automation vendors. Some specialize in enterprise sales, others focus their efforts strictly on email marketing, and most try to encapsulate and automate as many
These tools that automate and regulate email, lead scoring, social nurturing, and events are referred to as marketing automation suites.
Suite tools are designed to combine the functionalities of dozens of stand alone marketing softwares into one system. This helps keep things consistent, saves time on training, keeps all assets in one spot, and keeps all team members and data integrated.
Here are some marketing automation comparison tips to keep in mind when researching the right solution for your own department:
- Read user reviews: The best way to gauge whether or not you should be giving a company access to your corporate credit card, is by hearing from those who already have. In the marketing automation industry, customers are vocal – about their likes, dislikes, challenges, and expectations for the future. Find reviewers whose reasons for adopting the software mirror yours and see what they have to say.
- Stalk them on social: See what each marketing automation company’s social presence is like. Digest their digital voice and how well you relate to their culture, click links to read their blog posts, and see what industry articles and news they choose to share. Even scroll through their followers to access their reach and influence.
- Consider the size of your company: Smaller companies might benefit more from a simpler suite that is easy to adopt and handles more general user cases. Larger companies may have more time and money to invest in a complex system that requires hands-on training to implement.
- Stay up to date on market changes: The top marketing automation software is constantly evolving – typically these changes are brought to light based on user feedback and industry needs. Research the latest add-ons to each suite (the big thing now is
social selling) and be aware that new systems, such as Salesforce marketing automation, are constantly being added to the mix.