How to choose marketing automation software

20. October 2020

30-second summary:

  • With all the tools and software available, it can be hard deciding on the right one for your business.
  • Even though you are utilizing automation, your company does not have to be a robot.
  • It is possible to leverage technology in a way that will build relationships with your audience. But one size does not fit all, which is why you need to determine all the content to create a good experience with your audience to avoid coming off as inauthentic or robotic.
  • To create a human-like experience, ask yourself key questions before purchasing, so you understand what you are getting.
  • It does not do you any good to have software if you do not know how to use it.
  • Marketing automation software is going to be dependent on your organization’s needs and criteria.

Marketing automation is a great way to automatically move prospects, develop relationships and capture leads with software. It can help you to take your audience through your sales funnel.

The software typically includes analytics and multi-channel marketing initiatives. But with all the tools and software available, it can be hard deciding on the right one for your business.

This article will help you to narrow down the search.

Humanize your company

Even though you are utilizing automation, your company does not have to be a robot. This is where you need to decide on when it makes sense to have contact with your sales team. A well-defined buyer’s journey that aligns to the sales funnel will help you to make sense of it.

You will need to determine how many touch points are needed in each of the stages within the funnel. This will then help you to determine all the types of content needed to engage with your audience.

It is possible to leverage technology in a way that will build relationships with your audience. But one size does not fit all, which is why you need to determine all the content to create a good experience with your audience to avoid coming off as inauthentic or robotic.

To create a human-like experience, ask yourself these questions before purchasing any kind of marketing automation software:

#1 – How many people will be using the marketing automation software?

It is vital to select software that accommodates the number of users needing to operate it. Depending on the package, you will want to pay attention to how many seats or licenses are needed.

#2 – Do I have a defined buyer’s journey?

You will need to set up workflows or drip campaigns to nurture your leads. Therefore, it is important to understand how many touch points are needed to create these workflows or drip campaigns.

It is also important that the tool integrates with your customer relationship management system. Having a clear pass from marketing to sales is important to create a seamless experience for your audience.

#3 – Do I have training and support?

This is an especially important question. It does not do you any good to have software if you do not know how to use it. Having the right training and people in place are important if you are going to fully utilize the tool.

Once trained, does the company who provides the software include support? You will need to determine the type of support that is available, such as direct phone, chat or email.

#4 – How will this marketing automation software integrate with other databases?

An efficient tool must contain a complete lead nurturing method where it can handle lead assigning, scoring and information. It must enable collaboration between the sales and marketing teams.

The software should integrate by providing information about the types of emails that went out to each lead or customer, along with the types of services and products they buy.

#5 – Do I have customizable email or landing page templates?

A functional tool must offer customization, if needed. Most software includes ready-to-go templates for designing emails and landing pages. But there are times when you need to customize. If that is the case, make sure the software has the capabilities.

#6 – Is this marketing automation software really saving me time?

Marketing automation software allows you to print, view, edit, check and share files. But, while this all sounds great, is it adding more steps to your workflow? You will want to make sure that you are utilizing automation to the fullest and not creating more steps for the team.

Marketing automation software is going to be dependent on your organization’s needs and criteria. You do not need software that does everything. You can break it down and have any one of the following:

  • Inbound marketing
  • Lead management and nurturing
  • Pricing
  • Advertising

There is always a way to utilize marketing automation to streamline your process. Just make sure you choose wisely.

Check out some leading automation platform and software here.

Ashley Schweigert is the owner of Marcom Content by Ashley, LLC.

The post How to choose marketing automation software appeared first on ClickZ.

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