Marketing automation solutions are not all created equal. Each has its advantages and disadvantages and unless you’ve had the opportunity to work with each one, identifying the meaningful differences and choosing the right marketing automation solution for you can be challenging. At ResponsePoint, we work with multiple marketing automation solutions daily and we help clients get the most from their chosen solutions.
Our experience implementing, managing and leveraging these different marketing automation solutions gives us a unique perspective on the functionality provided and how it works. For most companies, familiarity is the ultimate determining factor. Similar to Apple and Windows users, once you’ve worked with one particular platform, you typically don’t like to switch. For new users however, the determining factors will be the cost of the solution, the size of their initial database and the sophistication of their existing marketing programs.
When calculating your cost, don’t overlook management and support in your evaluation. As important as choosing the right marketing automation solution is, determining how you are going to manage and support it is even more critical. Just like any software program, the more you use it, the more familiar you become with its features and how they can be used to generate more leads. To get the most from your marketing automation solution, you’ll need a dedicated expert. Depending on your organization’s size, this may mean hiring a full time manager or outsourcing your marketing automation support. In either case, it’s important to realize that having the right support team to help you use the tool is critical.