How to choose marketing automation software

Effective implementation of marketing automation includes software that aligns with your organization’s needs and criteria.

30 second summary:

  • With all the tools and software available, it can be difficult to choose the best one for your business.
  • Even if you use automation, your business doesn’t have to be a robot.
  • It is possible to leverage technology in ways that build relationships with your audience. But one size doesn’t fit all, so you need to figure out all content to create a good experience with your audience to avoid coming across as inauthentic or robotic.
  • To create a human experience, ask yourself key questions before you buy, so you understand what you’re getting.
  • It’s no use having software if you don’t know how to use it.
  • Marketing automation software will depend on your organization’s needs and criteria.

Marketing automation is a great way to automatically move leads, build relationships, and capture leads with software. This can help guide your audience through your sales funnel.

The software typically includes multi-channel analytics and marketing initiatives. But with all the tools and software available, it can be difficult to choose the best one for your business.

This article will help you narrow down the search.

Humanize your business

Even if you use automation, your business doesn’t have to be a robot. This is where you need to decide when it makes sense to have contact with your sales team. A well-defined buying journey that aligns with the sales funnel will help you make sense of it.

You will need to determine the number of touchpoints needed for each of the funnel stages. This will then help you determine all the types of content needed to engage with your audience.

It is possible to leverage technology in ways that build relationships with your audience. But one size doesn’t fit all, so you need to figure out all content to create a good experience with your audience to avoid coming across as inauthentic or robotic.

To create a human experience, ask yourself these questions before buying any type of marketing automation software:

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

It is essential to choose software that adapts to the number of users who must use it. Depending on the package, you’ll want to pay attention to the number of seats or licenses needed.

#2 – Do I have a defined path to purchase?

You will need to set up workflows or drip campaigns to nurture your leads. Therefore, it is important to understand how many touchpoints 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 flow from marketing to sales is important to creating a seamless experience for your audience.

#3 – Do I have training and support?

This is a particularly important question. It’s no use having software if you don’t know how to use it. Having the right training and the right people in place is important if you want to make full use of the tool.

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

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

An effective tool should contain a comprehensive lead nurturing method where it can handle lead attribution, scoring, and nurturing. It must enable collaboration between the sales and marketing teams.

The software should integrate by providing information about the types of emails sent to each prospect or customer, as well as the types of services and products they purchase.

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

A functional tool should offer customization, if necessary. Most software includes ready-to-use templates for designing emails and landing pages. But there are times when you need to customize. If so, make sure the software has the capabilities.

#6 – Does this marketing automation software really save me time?

Marketing automation software lets you print, view, edit, verify, and share files. But, while that all sounds great, does it add more steps to your workflow? You’ll want to make sure you’re using automation to the fullest and not creating more steps for the team.

Marketing automation software will depend on your organization’s needs and criteria. You don’t need one software that does it all. You can break it down and have one of the following:

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

There is always a way to use marketing automation to streamline your process. Just be sure to choose wisely.

Check out some of the top automation platforms and software here.

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