Marketing Automation Comparison: Don’t Pay for More

Don’t pay for Marketing Automation features you’ll never use. Use our marketing automation comparison to help you select the right Marketing Automation software to suit your needs and learn to understand what capabilities are available and which features you’ll actually need for success.

Email Marketing (Common)

Create emails and then send them out to a targeted list of your prospects in bulk.

When do you need it?

Always. Email Marketing is the most important online marketing channel. Depending on the volume of emails you send, you may need advanced email marketing features such as device preview, deliverability management, etc.

Website Tracking (Common)

Track individual prospects and customers across on your website and trigger 1-on-1 communications as a result.

When do you need it?

Almost always. Website tracking underpins most of the benefits of Marketing Automation. You might be able to do without it if your key online presence is a social media page or if you have very low website traffic.

Landing Pages (Common)

Create a website page customized for a specific campaign offer.

When do you need it?

Most of the time. It is essential if you need to create a lot of offer pages and don’t want to go through IT or a designer each time, or if you do a lot of pay-per-click campaigns. You might be able to get away without this feature if you have low volume campaigns or a fast-to-deploy website.

Search Engine Optimization (Common)

Monitor and improve your rankings on major search engines.

When do you need it?

Almost always. SEO is critical to driving new leads into your pipeline. Unless your brand is strong enough to place you first on the search results or prospects visit your site directly, you probably need SEO.

Lead Scoring (Common)

Automatically qualify leads based on your criteria.

When you need it?

Sometimes. If your company is B2C or has short sales cycles, you may be able to do without lead scoring. For B2B, especially with long sales cycles, this feature is important.

CRM Integration/Data Sync (Common)

Automatically use the same data as your CRM.

When you need it?

Most of the time. If you don’t have an existing CRM or your sales users aren’t active, you can skip this feature since Marketing Automation software often has its own database.

Social Marketing (Uncommon)

Post social updates, monitor social channels and share content on social networks.

When you need it?

Sometimes. Social marketing is essential for companies, mainly B2C, who have a high volume of social media interactions. For smaller companies, give it a miss, unless your prospects are very active on social networks and you have a well-defined social media strategy.

Lead Nurturing (Uncommon)

Automate 1-on-1 conversations by tracking prospect interaction with your emails and website then triggering multi-step workflows.

When you need it?

Sometimes. If you have very short sales cycles, or lack the content for creating an on-going conversation, you can do without this feature. For companies with long sales cycles, lead nurturing is critical.

SMS Marketing (Rare)

Create text messages and then send them out to a targeted list of your prospects, on their mobile phone.

When you need it?

Sometimes. If your business is B2C, especially large-scale, you will likely benefit from SMS marketing. If your business is B2B, it’s unlikely you need SMS marketing, unless you run a lot of events.

Direct Mail Marketing (Very Rare)

Create targeted lists of your prospects for a mail house.

When you need it?

Almost never. Unless you run a large scale B2C business and have not transitioned to online marketing, you won’t need direct mail marketing.

Undertaking a thorough Marketing Automation comparison is like buying a car – by choosing the right one, you will save thousands of dollars and you’ll get the features you actually need. The worst thing you can do is pick the wrong one and have to swap it out 6 months down the track.

Have you been sold features you didn’t need? Please share your experience below.

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