Making the decision to invest in a marketing automation system can be incredibly beneficial for any modern business. Not only does a good one help you streamline your processes and automate tedious tasks, but it also supports improved communication between sales and marketing teams and helps personalize messaging for each target audience.
However, with so many different products on the market today, it’s important to understand what to look out for when choosing a marketing automation system that fits your needs. Below are key pitfalls every prospective buyer should know about before investing in this technology – read on!
Pick a tool that isn’t appropriate for your needs
Goals for a marketing initiative that has to raise brand recognition will differ from those for one that wants to boost sales. Remember that your company’s objectives may change over time and that you should regularly review your strategy to identify which tools you still require and which you should discover.
And when your marketing plan is firmly in place, start looking for solutions that will automate as much of the plan as feasible.
Select a tool that’s too big or too small for your budget
Even the best tool available won’t assist you if you can’t afford it. However, it’s also a mistake to avoid using a product that would be really beneficial because you don’t want to pay for it.
Determine if the tool’s price will increase gradually over the next months to counteract the first issue. You could get a terrific deal at first or a free trial, but if you can’t afford the tool when you actually need it in six months, you’ll be in trouble.
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Choose a tool without integration with other tools
You need your marketing automation system to function with other social media tools, such as your customer relationship management system, eCommerce platform, or analytics reporting tool.
Unless you want to switch platforms, you’ll need to locate an automation product that fits with what you have. It’s a good idea to set up the automation tool with your current platforms during the free trial time to ensure that they sync exactly how you need them to.
The automation tool can’t handle large customer contacts
Email automation frequently runs across issues like these. You might need to send newsletters to a sizable mailing list. A fantastic technique to automate newsletter marketing is to create a drip campaign. However, it won’t help you in the long term if the email platform you’re using can’t deliver the number of newsletters you need to a substantial mailing list.
Don’t have a scheduled workflow for the marketing automation system
If you don’t have a workflow built around your marketing plan, your automation solution won’t be much use to you. Set up everything you require for the tool to operate at its peak efficiency. If you don’t organize the workflow, the automation tool will merely add to your workload as you regularly update and modify it.
Although marketing automation systems offer a wealth of potential benefits, it is important to carefully consider the options and select a system that will be the best fit for your organization.
KinCloud’s marketing automation tool can empower your marketing teams with the influx of customer data with omnichannel support so they can make better decisions about where to allocate their time and resources. Request a demo today to see how our system can help you achieve your goals.