How true! I thought when I read the following sentence in a recent article by Heinz Marketing: “One size does not fit every organization looking for a marketing automation solution.” It’s important to realize, that while the very decision to purchase a marketing automation system is a very smart decision indeed, that’s not where it ends. You will still need to determine which system is the best for you, and since different marketing automation systems are very different in terms of what they offer and how they are priced, what might suit one organization may not work for another.
The parameters mentioned in the article are all very relevant and worth considering. Definitely look into what the system actually offers, and make sure it has all the capabilities you are looking for, including prospect segmentation, lead nurturing, lead scoring, real-time lead alerts, and, of course, comprehensive marketing analytics and reporting.
I wholeheartedly agree that customer and product support by the vendor are crucial, and would like to add that the ideal marketing automation system is intuitive, easy to set up and to operate, because while you want product support to be available to you should you need it, you want to minimize the time you spend on learning the system and maximize the time you spend actually using it.
Obviously, size matters, and I’ll second the recommendation to find the platform with the right level of power that can be implemented as quickly (and I’ll add – as affordably) as possible. It makes no sense whatsoever to go for a big, expensive system with lots of bells and whistles that you end up not using because you have no need for them, can’t figure them out, or don’t have the resources to hire dedicated personnel to deal with a heavy, complex system.
When it comes to marketing automation, one size does not fit all. Before committing to a marketing automation vendor, do your research and learn as much as you can about each system you’re considering. The differences are significant, and they can have a huge impact on your level of satisfaction with this important purchase.Google+