We get questions all the time asking about Marketing Automation tools: Which tools fit with my current tech stack? Is there an all-in-one tool out there for us? Or, which tool fits within our budget? From capabilities to support, to the tool’s ease-of-use and cost, there are several important factors to consider when selecting the right marketing automation tool for your business goals and organization. We’ve provided guidance on several areas you should consider when investing in a marketing automation tool.
Capabilities
Marketing automation tools can range from offering an all-in-one solution that could include a CRM, website tracking, landing page and journey building, attribution, and more. Often times, platforms sell their solution in tiered pricing, which will determine which functionalities are included. We’ve implemented full-service tools, like Hubspot, which includes a built-in CRM, but we’ve also connected an existing CRM (like Salesforce) to a Marketing Automation tool and have the technology work hand-in-hand. Start with evaluating your current tool/software subscription capabilities and pricing, and what holes a Marketing Automation tool will fill.
Integration
It’s important for a Marketing Automation tool to play nicely with your organization’s existing tech set-up. This is a question you will want to ask upfront during the tool demo stage. It’s always nice when an app integration is already available, but when it’s not, it’s common for Marketing Automation tools to have an open API which allows for relatively easy connection from the help of a developer/IT team. From your CRM to CMS to Google Analytics, harmony can be found with your chosen Marketing Automation solution.
Cost
Sometimes it’s easy to want the Ferrari, when a new, reliable Honda Civic will also get you from Point A to Point B. Since ROI is likely top of mind, cost is an integral factor to final tool selection. Enterprise-level solutions, like Salesforce Marketing Cloud or Pardot, will usually run $1,250+/month minimum, which is guided by the contact/lead volume. There are plenty of marketing automation tools, like ActiveCampaign, that are built just for small businesses, which start as low as $150/month.
Support
Depending on your organization’s internal staff capabilities, the level of support available alongside a tool, may be a non-negotiable necessary add-on. Some solutions, like Hubspot (Enterprise), offer a dedicated account strategist to align the tool with your specific business goals. Most of the time, email and/or call support are available depending on the price tiers.
When selecting any new software, it’s important to gather the right stakeholders and spend time thoughtfully considering the potential business impact and what matters most in reaching your business and marketing goals. At Futurety, we specialize in marketing automation tool review, research, implementation and optimization. Have any questions? We’d love to chat! Send us a note today.