Congratulations! You’ve decided it’s time to automate your marketing (many excellent reasons to do that) and even got the budget to do that.
As you start looking for a marketing automation system, you will notice fairly quickly that there are several options out there. How do you choose? Or better yet – what mistakes should you avoid when picking a marketing automation vendor?
1. Choosing a solution that worked for someone else. While it’s a good idea to go out there and get recommendations, make sure that the people you are talking to have similar needs to yours. So, if you’re a small company with a limited marketing budget, find a solution that would enable you to quickly set up your marketing automation system. If you purchase a complex tool that requires more resources than you can afford for setting it up and maintaining it, you’ll likely end up not using the expensive solution you had just purchased.
2. Automatically going with the most popular tool. Assuming that “if it works for everyone it will work for us” might prove to be an expensive mistake. Many of the popular marketing automation tools are just too complex and expensive to operate, unless you can allocate dedicated, significant resources to them.
3. Assuming that once you buy it, your marketing automation tool will set itself up. It won’t. You will still need to set it up (so the simpler it is, the better) and you will then need to feed it with content. So make sure you get a system that would not just be easy and quick to set up, but would also be user-friendly and intuitive. Marketing automation needs constant attention and monitoring – it’s not a “set it and forget it” type of tool, so it better be user-friendly.
Above all, remember that the purchase of a marketing automation system should reflect your specific needs. So before you start approaching vendors, think long and hard about your needs, what are you trying to achieve, and how much you can dedicate to setting up and maintaining the system after you’ve purchased it.Google+