It's easy to get lost in feature comparisons and pricing discussions when deciding what marketing automation tool(s) to use. However, as vital as they are, there are even more important things to consider for maximum likelihood of reaching your project objectives. In this article, I aim to shine a light on some of them.
At Zooma, we've been working with marketing automation since 2012, and thus we've seen quite a few projects come and go. What customers are focused on varies, of course, but a few factors have always been present:
Above are all relevant points. In our work, as a partner to several platforms with automation at their core, we're trying to help customers focus on the goal; what job is it that we're trying to achieve with marketing automation? But we're also trying to add other dimensions to the marketing automation tool discussion that is vital for a successful outcome.
Just recently, I came across an article on marketingcharts.com around the subject of "Most Marketers Say They're Not Getting the Most Out of Their Marketing Automation Tools. Why?" It's a relevant topic as it reflects our experience from the past ten years of some of the prerequisites for running a successful marketing automation operation. And it highlights that the most significant barriers to success are part of what people should really be looking out for when preparing to invest in marketing automation.
So, when making a choice, remember these critical barriers to success, many of them unrelated to the more feature-intense focus above:
As you've seen, there is a lot to think about when selecting marketing automation tool(s). Hopefully, this article can help set you on the right track for you and your organisation.
If you'd like to keep learning more about marketing automation, make sure to take a look at our guide on the topic. It's also available as downloadable PDF - get it below.