3 things to consider when choosing a marketing automation tool

If you are not familiar with marketing automation, you may want to consider how you and your team can adopt these automated processes in the right way. Given how the marketing automation industry grows as adoption rates increase, it's important to ensure that automation is done efficiently. First, let's consider some statistics:

One. About 49% of businesses use some form of email automation. [Email Monday, 2018]
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  In the next two years, another 21% of marketing leaders plan to use the marketing automation platform. [Salesforce, 2017]
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  C. By 2023, spending on marketing automation tools is expected to reach $25.1 billion a year. [Martech Today, 2018]
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  d. 79% of the best performing companies have used marketing automation for three years or more. [Chuangye Port, 2017]
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  That is, 80% of marketers use automation software to generate more potential customers. [LinkedIn, 2016]
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  Source: HubSpot Marketing Statistics

Clearly, many industries are using marketing automation software and technology tools; there are a few very important things to keep in mind when making choices:

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Don't automate bad processes and pay attention to outsourcing lists

Map marketing processes to drive traffic and potential customers. The potential customer traffic through the funnel, including distribution and its source, is key. Here, these properties are accurately mapped. Make sure that team members running these processes are aware of any changes that this automation will bring to their daily work. Appointing a marketing process specialist's change manager [champion] will save you time and money. Identify and eliminate bad processes - Repair processes before automation.

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Beware of outsourcing lists and automating potential customer qualifications to stay compliant

Avoiding the purchase of email lists and sending them automated emails will fail and be cost effective. Especially now, through GDPR, this can put your business in a lot of trouble. Automated tools can save lives with built-in measures to ensure that some of your processes comply with the new law. In other words, software is the only enabler and you must do your job to stay compliant. To further assist in this process, focus on creating exciting content, motivating people to register your content products [such as eBooks and animated GIFs], and build + develop their own choices to join the database to provide better lead conversion.

The email database will expire as the year progresses, so it is important to continue generating new leads at a rate higher than the expiration rate; this is approximately 25% per year. To generate new leads, you need to consistently create better content, design interesting call-to-action and landing pages, write compelling blogs, and optimize your site for search engines. Automation is great for cultivating potential customers, but you need to generate these leads first so that the next step can happen.

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Don't let fancy features fool you

Don't let fancy features fool you when deploying marketing automation for your needs. Each software has a different learning curve and may use software with a simpler UI acceleration process. However, if it does not address the [specific] issues associated with your marketing process, then it may not be for you.

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