• Automate 2 Inspire Team

How to choose a marketing automation software?

Your first step to choosing the right tool is to have a goal: This should ideally include your buyer personas, content offers, a full-time employee or team, depending on your company size and marketing efforts, to execute your automation strategy. Once you have these first few steps sorted, you move on to the following considerations:



  • Functionality: Make a list of the automation modules are most important to your business or industry and your strategy – Ask to see case studies and testimonials from clients in similar industries

  • Intuitive Platform: Ask for a demo or sandbox access to play around with the platform and ensure you feel comfortable with the ease of use

  • Strategy and scalability: Before you finalize your investment in a platform, you’ll want to be sure that the software that offers the most innovation and upgrades

  • Integrations and feature-set: Make a list of your systems (prospecting tools, CRM, webinar software, to name a few) and ensure that there’s integrative compatibility during initial meetings with the automation team

  • Customer support: Learn about the response time, support levels and thought leadership offered and pick the one that makes the most sense to your team and business size

Common feature-set:

  • Email: the platform must have the capability to schedule batch sends and trigger responses to actions and other emails and include custom drag-and-drop template builders, analytics, tracking, and reporting

  • Social media: must include a dashboard to check on organic campaigns, possibly across platforms e.g., Facebook, Twitter, and Instagram

  • SMS: to be able to send text reminders, promotional series, etc.

  • Digital ads: to track and display PPC, click-throughs and ad performance

  • Some other features include e-commerce, affiliates, contests, webinars, CRM integration for prospecting, SEO, landing pages, forms, segmentation, A/B testing, and more!

While Marketo is one of the expensive ones, it is ranked #7 in Marketing Automation by G2 Crowd and #3 by Gartner for a reason – an extremely high powered, highly intuitive, and user-friendly platform used by most of the fortune 500 companies. Salesforce Pardot, HubSpot, and Eloqua are some other platforms that are also heavily used with pros and cons on their own. If you’d like to learn more about automation or need help choosing a platform, reach out to us for a free 30-minute consultation.


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