What do you do when choosing the best marketing automation platform for your digital strategy?

Je pense que tout commence par la définition de vos objectifs. Partant du principe qu'un état des lieux a été fait auparavant, il est essentiel de définir les objectifs sur lesquels on veut aller et s'appuyer sur ?a dans la recherche de la plateforme adéquate pour l'atteinte de ces objectifs.

When considering marketing automation, you need to ask yourself what problems can automation solve? How can you reach new customers? How can you know your customers better and offer them what they want? How can you make your existing customers happier with automation, and make them more loyal to your business? Will automation increase marketing efficiency, reduce costs? Answering these questions will help you determine your automation strategy.

To select the best marketing automation platform for your digital strategy, define your objectives, assess your needs, research marketing automation technologies, ensure integration, evaluate automation features, consider scaling, review analytics and reporting, evaluate support and training, and take advantage of free trials or demos to test the platform's features, functionality, and usability before making a final decision.

Prioritize scalability to accommodate future growth and ensure the platform can integrate seamlessly with new technologies, maintaining its relevance and utility. Cost-effectiveness is crucial; look for options that provide a high return on investment (ROI) by enhancing productivity and offering deep insights that drive revenue. The ideal platform should not only fit your current budget but also enhance your marketing efficiency to justify the investment over time. Therefore, evaluate platforms based on their ability to meet these criteria, focusing on those that offer comprehensive features at a competitive price and that promise ease of integration with your existing and future tech stack.

Ease of use by your team and digital appeal to consumers is very key! Ease of us because, you need to be able to customize the digital tool for your specific business needs. Digital appeal because you need to be able to connect with your customers in a way that is endearing and attractive.

Understand the specific requirements of your digital strategy. Evaluate what tasks you need to automate: email marketing, social media posting, lead nurturing, or customer segmentation. Consider the complexity of your campaigns and the level of customization needed. Identify the key features that will support your strategy effectively, like integration capabilities with other tools you use, analytics, and reporting functions. Matching your needs with the platform's offerings ensures a tool that complements your strategy rather than complicates it.

do not "over ask" in the end the platform you pick will help but won't make the whole difference ... that should be your team!!!

There are many amazing marketing automation tools in the market, but not all of them will fit one’s requirements. Therefore, I will first assess business needs for automation, identify the areas where automation is required, shortlist the tools accordingly, and finally select the one that fits within the budget.

When assessing your needs, don’t be too short-sighted. Get the right platform for today, but be sure what you get can and will grow with you because, undoubtedly, you will grow and need more functionality, features, bells and whistles, etc. Know where you are but also have an idea of where you want to go. The right potential partner should help you discover that as well by understanding you, your goals, and how they’ve helped others succeed.

Goals met, needs assessed! Don't pick a platform on a whim. After defining your digital goals, assess your specific marketing automation needs. What functionalities are essential (email marketing, lead nurturing)? How complex will your workflows be? Prioritize features based on your goals. Create a list of "must-haves" (e.g., social media marketing) and "nice-to-haves" (e.g., advanced analytics). Focusing on your requirements ensures you choose a platform that empowers your strategy, not the other way around.

Marketing automation platforms come with a range of pricing models, from monthly subscriptions to annual contracts, often based on features, the number of users, or the volume of interactions. Determine your budget by considering the potential ROI that the automation platform can bring. A higher upfront cost might be justifiable by efficiency gains and improved campaign results. Also, look for hidden costs like setup fees, training, or additional charges for premium features. Finding a balance between cost and value is crucial for a sustainable digital strategy.

If the target audience is no longer can be targeted using the current ads, I would suggest: 1. Finds my “Super Connectors” people who has my audience and can connect me to it. 2. Think of non digital tools - in B2B, what if you send lunch to your prospect using Uber Eats, with a note. They can’t ignore it. 3. Email marketing. Someone somewhere has your database, find it, send it. Game over

Make sure to carve out some budget to integrate your chosen platform to your business systems. Getting the platform isn’t enough, you have to connect the pipes to enable the data flow, for it to truly work. I have seen many companies get Salesforce and call it a day. But they don’t connect SF to their CRM or revenue tools etc. so they end up wasting their money.

Don't break the bank! Budget matters when selecting a marketing automation platform. Consider your spending limit and how you'll measure ROI. Research upfront and ongoing costs, including pricing models (per user, contact, feature, etc.) Factor in upgrade fees, maintenance, and support. Compare costs and benefits to find the platform that delivers the most value for your budget. This ensures you choose a tool that empowers your strategy without straining your resources.

Marketing automation platforms offer various pricing models, including monthly subscriptions and annual contracts. These can vary based on features, user count, or interaction volume. When setting your budget, consider the expected return on investment from the automation platform. A higher initial cost might be justified by subsequent efficiency improvements and enhanced campaign outcomes. Additionally, be aware of potential hidden costs such as setup fees, training expenses, and extra charges for premium features. Striking a balance between cost and value is essential for maintaining a sustainable digital strategy.

After defining your goals, clarifying your needs, and establishing your budget, the next step is to investigate the various marketing automation platforms available. The market is filled with numerous options, each presenting its own set of strengths and challenges. To effectively navigate through these options, utilize online resources such as reviews, testimonials, and case studies.

After setting your goals, understanding your needs, and determining your budget, it's time to explore the marketing automation platforms available to you. The market offers a plethora of options, each with unique advantages and limitations. To navigate these choices, consider leveraging online resources such as reviews, testimonials, case studies, as well as demos and free trials to gain a deeper understanding of what each platform offers. Additionally, seeking recommendations from peers, colleagues, or industry experts can provide valuable insights. It's crucial to select a platform that not only has a solid reputation and a proven track record but also boasts a strong presence and positive feedback within your specific niche.

Bei der Auswahl solltest du auf die Zuszellbarkeit der E-Mails achten, also auf das Angebot einen dezidierten Server nutzen zu k?nnen. Ebenso sollten die Pflichten der DSGVO ( Auskunftsrecht, L?schen, Austragen, ?ndern der Daten) leicht erfüllbar sein : am besten automatisiert ??

You are going to get a demo from someone who is using the software in a rehearsed way they have done repeatedly. Your experience will be different. Take control of the demo. Take control of the computer, the screen, the software and ask them to show you how to do it. Literally remove them from their seat and take it. Don't let them do it while you watch passively. Demos (most of them) are the greatest disservice of the enterprise software industry, and are the reason that Client Success Managers often get a disappointed client with buyer's remorse from jump.

Once you've narrowed down your options, it's time to put them to the test. Try out the platforms you're interested in by taking advantage of free trials or demos. This hands-on experience will give you a feel for how each platform works and whether it meets your needs. As you test them out, make note of key features, ease of use, and any limitations you encounter. This will help you compare the platforms more effectively and make an informed decision about which one is the best fit for your digital strategy. Testing and comparing will ensure you choose the platform that will help you reach your goals most effectively.

Once you've identified needs and goals that align to the vision and scalability for future growth Evaluate features like email marketing, notification analytics, chatbot, and CRM integration. Prioritize ease of use and user-friendly interfaces. Check for seamless integration of API with existing tools. Look for robust analytics, dashboard, and reporting capabilities. Ensure compliance and security measures. Consider available support and training resources. Factor in cost and value for your budget. Research user reviews, peer-to-peer, and recommendations for insights.

Testing is the only way to choose the best platform for your digital strategy. However, often the free trial periods are not long enough. Once you have done your research, shortlist your top 2 based on your findings and feelings (gut!) and then take the free trials of both. Then, you will either know clearly the one you need, OR don't be afraid to ask for an extended trial - especially if you are a corporate, this is usually possible. If not, take a call and if possible pay monthly to start off with, although this may not be possible if you are a corporate. Truth is, sometimes it takes up to 6 months to determine the best tool for your business or company. So, once you've done your due diligence. Take the leap of faith!

Reach out to peers, industry forums, and online communities to gather recommendations and insights from businesses that have already implemented marketing automation tools.

We should consider scalability and make sure the platform can grow with our business. If business's demands get increased in future, the platform should be able to handle them.

It is advisable to first narrow down to a choice set based on your specific business use case - lead generation, customer acquisition, customer engagement, customer service, retention, etc. Thereafter, you may consider ease of integration, ease of use and learning, apt. ease of customization, reporting/BI, scalability and pricing as some other factors to choose the tool. It is equally important to periodically focus on training sessions to help teams derive the maximum benefits of the tool installed.

Here are a few more things to consider. Firstly, think about scalability - can the platform grow with your business as your needs evolve? Secondly, consider integration with other tools and systems you use, like CRM software or analytics platforms. Seamless integration can streamline your processes and improve efficiency. Thirdly, think about customer support - does the platform offer reliable support to assist you when needed? Lastly, consider the learning curve - how easy is it to onboard your team and start using the platform effectively? Taking these factors into account will ensure you choose the best marketing automation platform for your digital strategy.

In addition to the 5 points here, there are some significant considerations that will still be needed. Assess Integration/Customization Capabilities - Ensure that the platform integrates seamlessly with your existing tools and systems (CRM, CMS, analytics, etc.) and future tools as you scale. User Friendliness - consider the technical proficiency of the team using the platform and ensure it is intuitive and easy to use. Scalability - see additional comments on this. Understand the Support and Training - look at what level of support is provided and knowledge transfer to your team. Security and Compliance - ensure the platform complies with data protection regulations (GDPR or CCPA) and offers security features to protect your data.