How do you choose the right tool for your business?

How to choose the right marketing automation platform

Marketing automation is a powerful tool that allows you to attract better leads, nurture them, improve your communication with clients, and sell more.

But always remember that you need the right marketing automation platform for your business.

It is important to have a tool that strikes the best balance between; allowing you automate as much of marketing process as possible, providing the best experience for customers, and cost.

With a powerful marketing automation platform, your list will quickly segment well, allowing you to deliver the right content to the right person at the right time.

So what should you look for in a perfect marketing automation platform?

The following are some of the essential features of a perfect marketing automation platform you should look for.

Advanced segmentation possibility

A powerful automation tool allows you do all the segmentation process faster and more efficiently.

Powerful tools creates smart segments of leads according to their contact information and what actions they take on your website and in response to emails you send them.

Lead tracking

A powerful marketing automation platform goes beyond knowing what content they are downloading and viewing.

Lead tracking is a deeper understanding of the leads behavior and preferences.

Lead tracking allows sales and marketing people to really understand the behavior of your leads.

Automation flows

For best experience for you and you lead, choose a marketing tools that offer great flexibility with automation flows. This is a bit of a double edge sword and a tool that allows for more complex flows is more time consuming to setup, but this is a good trade off to make, as there is an “amplification factor” relative to the extra time spent getting the tool working well.

Customer Relationship Management

Some marketing automation platforms comes with an integrated CRM, which can allow you to eliminate another system.

Having said that we use Mautic for marketing automation and the HubSpot CRM. Mautic is a very strong marketing automation system with a poor CRM while HubSpot is a very easy to use CRM.

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