Choosing the Right Marketing Automation Platform

Marketing automation (MA) can help any business streamline the marketing process, and you must consider it if you want to stay competitive. Simply said, marketing automation means automating customer-facing processes, tracking their interactions, and providing records of customer information and status.

How do you choose the right marketing automation platform? Instead of settling for a standard solution with subpar features, you may want to find a platform built around your needs and workflows that’s easy to implement and use and at a reasonable total cost of ownership (TCO).

6 Reasons You Should Consider Marketing Automation

It is important to ensure the solution you’re considering makes sense for your business. We have compiled a list of six common reasons marketers cite when choosing new marketing technology.

  1. No sales and marketing alignment—due to the lack of native integration between marketing automation and CRM software

Transmitting information in real-time can help your marketing and sales teams communicate better by keeping everyone on the same page.

Integrating your marketing automation platform and CRM system and enabling your data to pass seamlessly between the two systems is essential. A tight integration helps your sales and marketing teams align their strategy and goals, which means greater productivity and ultimately more revenue for your company.

Marketing automation software like Sugar Market natively integrates with more CRMs than any other marketing automation platform: Sugar Sell, Salesforce, Microsoft Dynamics, Infor, Sage, NetSuite, and Bullhorn.

  1. Unable to prioritize or qualify leads for sales without manual work and continuous maintenance

Most users don’t become customers overnight. You may nurture them through marketing campaigns, and you can create a variety of conversions along the sales funnel based on each stage of the buyer’s journey (i.e., give them a coupon, ask them to sign up for an email newsletter).

Sugar Market takes the guesswork out of lead scoring with reliable lead qualification and prioritization

Sugar Market takes the guesswork out of lead scoring with reliable lead qualification and prioritization based on actual engagement and its measured contribution to conversion. Market accurately predicts your leads’ likelihood of converting to marketing qualified leads (MQL) and flags prospects to prioritize.

  1. Continuously rising costs—due to expensive add-ons, upgrades, and support fees.

The cost you pay for your marketing automation tool varies from one provider to another. Check pricing and make sure it can adapt to your business’s ups and downs caused by market trends. Even if the limits sound more than you need right now, think long-term, and don’t forget you need a platform that can grow with you. Look out for extra costs for features you thought they’re included in the initial price, like support, upgrade fees, and per-user charges.

  1. Wasting budget on an expensive platform but only using its basic features

Don’t get excited by the long list of features and functions some providers might include in their offers. There is a good chance you’ll never have to use them all.

Consider if your company is ready to adopt the business practices required to use all features of your marketing automation toll

The first thing you should do is evaluate the broader commercial impact of the implementation. Consider if your company is ready to adopt the business practices required to use those features and prioritize them in a list.

  1. Poor adoption rates—nobody wants to use a tool that only adds more daily work

Even though marketing automation is about making marketing “automated,” users still need to set up campaign assets, scoring profiles, and lead management rules.

For a successful marketing automation implementation, ensure that all departments involved are onboard. Point out how it makes their work easier and be prepared to answer their questions. The more research you can do about the benefits of marketing automation in general, the more you know how it can support your business.

  1. No support for personalized campaigns and multi-channel marketing

Your prospects engage with you on multiple channels, and you need a reliable tool to map their journey so that you can address them efficiently further on.

With inbound and outbound email marketing tools, social media management capabilities, AI-driven predictive analytics, and even Google Ads management tools, Market has you covered for all your marketing channel needs in one simple to use cloud solution.

Closing Thoughts

The fact that 77% of users reported increased conversions after adopting marketing automation software is encouraging. Switching to marketing automation empowers your business with an engagement-focused approach to building and growing customer relationships.

If you want to work smarter and not harder, take a look at our guide—you’ll find more relevant information on key points you should consider when choosing the right marketing automation platform for your needs.

  • marketing automation
  • sales and marketing alignment
About the Contributor
Ana Cotet
Ana Cotet As a Content Marketing Writer, Ana is responsible for writing and contributing ideas to a wide range of content formats including blog posts and articles, email, premium resources, press mentions, newsletter content, and more. Outside of the office, Ana takes yoga classes and likes swimming and camping.