Marketing Automation is a second beating heart, thinking brain, and breathing lungs for your business. You may not have the resources to hire someone to manage all of your customer and/or client interactions. That’s the beautiful power of Marketing Automation. Powerful technology takes the place of a human being and frankly, sometimes does the job better.
Still unsure of what Marketing Automation can do for your business? Or even what it is? According to Hubspot (whose Marketing Automation platform is THE most popular amongst marketers everywhere), Marketing Automation refers to “the software that exists with the goal of automating marketing actions, such as email, social media and website actions.” We can almost 100% guarantee that you have been at the receiving end of an automation at some point in your life.
Those constant Amazon emails – you know, the one with the “If you love 10-Pack Solid Gold Golf Clubs, You’ll Also Love…” subject lines – are a prime example of Marketing Automation. Trust me, there’s no sad, pale little man sitting in a basement somewhere sending you those! (*Disclaimer* If there is, I’m really sorry and I’d like to personally thank you for not judging my Amazon searches.) The POINT is, Amazon has a really robust Email Automation program that you’ve no doubt enjoyed.
Most businesses, both B2B and B2C, can implement powerful Marketing Automation software to increase upsells, reduce cart abandonment, nurture warm leads, and so much more. But the challenge lies in finding the perfect Marketing Automation platform for your business. As a digital marketing agency with 10+ years of marketing technology experience, we’ve tried our hand at several platforms, and we’ve learned one thing: one size does NOT fit all. Every business has different needs and will, therefore, require different functionalities in their technology,
Here’s how to choose the best Marketing Automation platform for your business.
A brief intro to the biggest contenders in the Marketing Automation game: For years Hubspot, Marketo, and Pardot were the three most commonly used automation platforms. Organizations in every industry were thrilled with the toolbox of these platforms, and the UX and technology suited their needs enough to get by. As time passed, handfuls of new technologies boasting “A more powerful CRM” or “We’ll help you send better emails” were thrown into the ring. By the time 2017 rolled around, you’re looking at hundreds of MAPs with thousands of users each.
So how do you cut through the noise to find your MAP match? Follow these steps.
- Define Your Automation Needs
- Research and Compare