To choose the best marketing automation software for your business, first find out if it answers the following business questions.
Can it provide an easier and more efficient way for you to market on different channels?
Does it have the ability to nurture leads?
Does it have a better integration with current sales and CRM systems?
Does it have the ability to send targeted and personalized marketing campaigns?
If the answer to all the above questions is YES, you can then look at some more key considerations like:
Ease of Use: This is very important. The ability to use any software easily has a bearing on the results it delivers. If you work with a team, can you and your team adopt the software easily? Or will it require lots of specialized training and configuration before your team can use the software?
Cost Element: Naturally, no marketer can afford to overlook any cost element. What you pay for the software and how you pay is important. Does it have a subscription plan for monthly/ annual payments? Or it is simply pay per user?
Scalability: Every business expects to grow. Will it be possible to scale up the services of the software in tandem with your business growth? Does the software offer sufficient features for your business needs as designed?
Mobile Capabilities: Is the software mobile-friendly? How well does the web app work when viewed from a mobile device? Does it have apps for iOS and Android mobile devices?
Integrations: How well does the software integrate with the CRM and email marketing tools that you are already using in your business?
These are the main considerations that will enable any marketing automation software you settle for to give the best for your marketing automation campaigns particularly when you factor in the direct marketing results you expect it to deliver. Below are some essential marketing technicalities it must be able to deliver on:
Email marketing
Landing-page creation
Social media management
Customer segmentation
Lead management and scoring
Form builder
Full funnel analytics
A/B Testing
Arising from the foregoing it becomes easier to decide what marketing automation software your business needs. Next is to make informed choices from among the many options available on the internet. You can check out some of the most popular marketing automation software like, Keap, Autopilot, Hubspot and Hatchbuck which many experienced digital marketers like to recommend and see how they can help to boost your marketing automation campaigns.
