What factors should be considered when moving from one marketing automation platform to another?

over 1 year ago

SETUP AND INTEGRATION:

One of the most critical items that is often overlooked by companies is the initial investment for onboarding. Read the fine print carefully. There are many tools that require significant time and/or cost at set-up. Reviewing these details manages your expectations about the process, and helps you avoid choosing a tool that requires more technical expertise than you have on your team. If you know you need a simple tool, or one that requires little effort to set-up, make sure to take this into consideration. The right tool will be one that strikes a balance between setup costs and time, price, features and service.

COST:

Many marketing platforms offer a low-cost, entry level package to win new clients who may not be ready or able to invest much. Even with these low-cost packages, it’s important to consider your current and projected marketing needs when choosing. As your company grows, you could lose time and money switching to a new platform or adding tools because the larger packages are beyond your budget or don’t meet your needs. Some major factors to consider when evaluating the features and volume you may need now, and in the future, include: 1) number of contacts, 2) number of outbound emails, 3) number of users, 4) number of domains and pages you’ll want to track, and 5) marketing per impression (ex: limits on your popups or landing page views to a certain number per month).

SUPPORT:

It would be hard to argue that anything matters more than support. Having a team readily available to address your needs is critical for any service provider with whom you do business. Every minute you spend waiting on service is a minute taken away from being able to make timely deliveries to your clients. You need a platform that understands this and will respond to your requests as quickly as possible.

TECHNOLOGY

You want to provide the best marketing services to your clients. In order to do that, you need the best marketing software. In this competitive environment, you can’t settle for less. Choosing the right software is similar to the process of buying a big ticket item, like a house or car. To get started, make a list of the features you need, the “nice to haves”, and what you may need in the future. Compare different platforms and find the software that meets or exceeds your requirements. You can use sites like g2crowd to read reviews and side-by-side comparisons of software platforms.