Software for marketing automation can assist you to capture leads, build relationships and move prospects through the sales funnel. It allows you to harness customer data from multiple sources and then use it to formulate marketing strategies that span multiple media. Marketing automation lets you expand your efforts to create and maintain meaningful relationships with potential customers. It also ensures the same experience for customers regardless of their needs or preferences.

There are numerous platforms available that have various interfaces and features to assist you in promoting your potential customers. How do you choose the right platform for your needs? Here are 10 factors to consider on your search.

Your objectives

Each marketing automation software for small business offers different features, so make sure you're choosing an option that provides the capabilities you need. Determining your goals for marketing will help you in choosing which automation platform you should choose. Additionally, creating an outline of the features you need prior to doing studies can assist you in choosing the right platform. It is also important to think about how the platform could be modified. Your client base and business are constantly changing, therefore you need an application that permits simple customization of the various elements that you employ on a daily basis.

Price

While pricing structures can differ from platform to platform and across platforms, all platforms will offer a fixed price for each number of contacts. Consider some questions: What is the base price of the platform and how many contacts you can have? How quickly could your database of contacts grow? What benefits or features impact the cost? Would it be within your budget to purchase more features or opt for an option that is more costly? These kinds of expenses should be considered in your budget for the first time.

The best pricing structure is straightforward and transparent. Speaking with a sales rep is also a great method to determine what your price will be depending on the size of your database as well as the features you'll need, and the goals that you've established for your company.

User interface

Think about how easy or difficult the platform's user interface is constructed. To determine whether the interface for users of the platform will be easy for you to learn, ask for an example. It is clear navigation possible? Does it have relevant information? To complete a simple task did you have to navigate through multiple hurdles? Finding answers to these questions will help you and your team members to use the new platform fast and effortlessly.

Setup and Onboarding

When you've purchased your brand new marketing automation system, you're going to need some help getting it up and running. When considering a platform's set-up and onboarding procedure, you should look into whether there are associated charges, and what they'll be. Consider whether you are able to handle a guided process for onboarding, or need a partner to conduct a done-for-you onboarding. Moving from one system to the next? It is possible that you will require extra assistance to ensure that everything is done correctly.

Personalisation

In the present, the lead generation and marketing battle going to be decided on the grounds of creating context. Personalisation can boost engagement on your website and email campaigns. To what level can you tailor your experience to the uniqueness of your user? Take a look at the ways you can personalize content on your email, web pages, as well as landing pages.

Native integration

Be aware of your current technologies as well as those you would like to integrate to the new platform. Does the system natively integrate with your current technologies to ensure the proper transfer of data? Another factor to consider is whether the system has an open API? This can be essential if you plan to have developers create custom assets.

Alignment

A top-quality marketing automation system integrates seamlessly with sales and is aligned with the entire funnel. Make sure the platform allows an open and transparent relationship between marketing and sales, and provides clear and consistent definitions of your funnel stages. Too many marketing platforms forget that the main reason you're executing a program is to enable and boost sales.

Customer service

If you are implementing a new technology it is important to get the most efficient assistance. Technical support is often provided when you purchase the latest platform marketing-automation. What kind of support for customers is available and how immediate is it? The most common is provided via email, phone or via live chat. Being able connect to real people can assist you in resolving difficult issues fast. Are there any alternatives to utilize if customer service is unavailable? You could consider online documentation or community forums.

Learning tools and resources

Online resources can be beneficial when purchasing marketing automation software. Some platforms provide guides, how-to videos, or even webinars to help you learn how to use the tool. It is also important to be aware of the available resources and the content provided by the platform. Also consider if these materials are current and relevant to the time you're buying the platform.

Analytics and reporting

The ability to measure the results, monitor and report on your progress in marketing is among the most crucial aspects of marketing. What is the level of performance that the platform you're considering provide insight into the things that are working and what's not? Does it actually provide a complete picture of the results of your long and short-term goals? Consider the types of reports you get standard, and be sure that you can easily retrieve or design any customized reports that might be needed down the road.