Marketing Automation Tool Comparison: The Deal Breakers
The first thing you look for is usability. Marketing automation tools are supposed to comprehensive and complex. It is important to go over the features and see if those are going to help your teams. If you don’t find the tool intuitive, you know you will have to pay more for training and onboarding. So, usability is very important.
Having come past through usability, the very next thing you must see is the pricing structure. Each marketing automation tool comes with two or three different pricing plans. Some also include a free plan. Go over the pricing plans, what features each plan includes, and up to how many customers are these plans applicable. Simultaneously, look for the scope of scalability. You want your business to grow. This means, at some point in time, you will have more customers than what you are signing up for now. Is the tool scalable? Will it go beyond your estimated budget? Will you be able to sustain with this tool in the long-run?
You are confident about the usability, you are good to go with the pricing plans. A crucial step is still pending. You must check what integrations your choice of marketing automation tool is providing. Are they all third-party integrations? What are the native integrations? Analyze if it has all those tools or plugins that you need for your business. Most importantly, see what CRM integrations it has. Does it include your CRM? If it comes with a default CRM, how smooth will be your migration? Make sure you have all these questions sorted before purchasing.
Below are some common features most marketers prefer in their marketing automation tools:
- Bi-directional CRM integrations that include their choice of CRM.
- Scalability options.
- Behavior-driven email automation.
- Multichannel marketing and Omnichannel messaging.
- Content capabilities.
- Integrations with their eCommerce tools.
- Social media marketing opportunities.
- Ready-to-use automation workflows.
- Training and onboarding services.