Important Questions to Ask While Evaluating Marketing Automation Software

18.07.22 08:43 PM Comment(s)

Important Questions to Ask While Evaluating Marketing Automation Software


For its extensive capabilities, marketing automation has received a lot of praise, and rightfully so. It incorporates every marketing strategy imaginable, but in a more effective and automated method. The majority of companies are searching for a good Martech (Marketing Technology) platform to reduce their workload and grow their business because of this.


Building strong client relationships is a wise investment that always pays off. However, how can you pick the most effective marketing automation tool for your company? It could be confusing to attempt to choose a platform that satisfies all of your criteria and doesn't break the bank when there are countless new ones appearing everyday. This post is for you if you've resolved to invest in marketing automation software but are unsure of how to get started.


Here is a list of eight inquiries you ought to make while assessing marketing automation software to allay your concerns and help you make a selection.


What's the story?

Start by reading reviews of the platform you're thinking of purchasing. Ask other marketers about their experiences using the software solution to find out what problems it helped them with or even what problems it caused. Assemble suggestions from your inside experts by asking them about their expectations.


You may find user evaluations and expert commentary on the software solution you're considering buying on a number of independent review websites, including G2 Crowd, Capettera, and Trust Radius. After gathering information from the general populace, you begin to have a general idea of where to start.


What benefits does it provide? 

The application of marketing automation extends beyond email marketing. All marketing techniques are included, from lead generation and nurturing to conversion and customer retention. Does the automation software offer fundamental capabilities that connect sales and marketing and can be grown as your company grows in the future? Make a list of the features you need, then determine whether your potential solution addresses each one.


Find out if the platform aids in your compliance with the laws of your nation or region. Check to see if it complies with HIPPA and the GDPR. It's equally crucial to let your consumers know that their data is secure because doing so fosters trust.


What integrations does it support?  

Teams from sales and marketing collaborate. Continuous data migration becomes rudimentary as your business expands and team communication gets difficult. Does the platform interact with the CRM software you already use, or does it have a separate CRM ecosystem with easy data transfer capabilities?


Numerous SaaS platforms exist outside CRM that your marketing automation software should be able to link with. Examine the native operation of these integrations. If they don't, make sure they do so via third-party websites like Zapier. Before making a decision, you might want to determine which tools you have to include and which you can do without.


Will the seller offer good customer service?

It takes some digging to build an automation system from the ground up. Most vendors are aware of this and offer simple onboarding. In addition to thorough onboarding, look for excellent ongoing support. You never know when you're going to need technical support. Find out how soon and accurately they can handle your problems.


Unread emails or unanswered chats won't help you in any way. It's a good idea to choose a platform with readily available phone assistance. Know their working hours and the languages they support as well.


How could we neglect to document? To assist customers in navigating an application, a company must include sufficient release notes and assistance documentation. Producing enough thought-provoking material to inform users gives you a competitive advantage.


Can everyone on my team use it?

Collaboration among team members fosters innovation and enhances communication. The marketing team as a whole must use the software you buy cooperatively. Verify the number of users that can be added to an account and the number of accounts that can fit at the organizational level. A single-user standalone account falls short of its intended fraternization and does not provide value for money. Some providers might even accommodate your request to add additional users. In the long run, it can be beneficial to choose vendors who are reasonably accommodating.


How easily does the software scale?


The marketing environment is constantly shifting, and trends come and go. If companies want to develop consistently, they must adjust to these. It is essential that your automation platform expand as your organization does to accommodate new demands. Inquire about the software's scalability from the vendor. Will they provide new features in line with the changing market trends for marketing automation? Newer programs and software are continually being produced as a result of advancements in AI. Every forward-thinking organization aims to embrace the novel in order to revolutionize its operations digitally.


What is the actual cost?


You shouldn't lose your mind over the cost of the software. This does not imply that you can select software that powers all of your company's marketing initiatives based solely on price. Look for software that satisfies your functional and budgetary requirements. Both overspending and penny-pinching are not conducive to the cause.


Be wary of the company's added overages and hidden fees. Pay attention to the pricing breakdown provided by the provider. Does the number of subscribers or the variety of features come with a fee? How will their billing benefit your company? Additionally, you shouldn't be forced to use a subpar product for a long time. Make sure you comprehend their contract, if one exists. Always go with vendors who won't legally obligate you in any way. Verifying the total potential cost will prevent you from acting prematurely.


How is performance assessed?


According to the proverbial saying, "What gets measured, gets improved." - Your campaigns and ROI should be tracked, measured, and managed by your marketing automation software. The days of just considering changes in overall revenue are long gone. You ought to be aware of what makes your returns spike or decline. To gauge the effectiveness of your campaign, make sure your software includes flexible, adjustable, and high-quality dashboards. You can learn about emerging patterns and insights with precise reporting on how each marketing item performs. With this information at your disposal, you can make data-driven decisions that eventually lead to increased conversions. Simply put, you will be able to see if your marketing is successful or not.


Over to you...


Ask these questions before entering the competition now that you are knowledgeable about evaluating marketing automation software. The key is to choose software that delivers on its promises rather than becoming distracted by the bells and whistles of empty programs. The latest craze is marketing automation software, which can run your complete company's marketing campaign! You can go with Zoho CRM software as it is quite easy to use and if you are new to this platform then you can go with Zoho Consulting Services to boost your business.

Happy marketing