Marketing automation software comprises analytics and multi-channel marketing initiatives. With the help of these tools, it automatically converts prospects and captures leads while developing a relationship with them. Ultimately, it enables you to take your audience through your sales funnel.

However, with a great deal of importance comes the challenge of choosing the right software for your business.

While you opt for automation, your enterprise does not have to be a robot. Instead, a well-defined buyer’s journey that unfolds in alignment with the sales funnel is what you should work towards.

Firstly, you need to decide how many touchpoints are needed to be addressed in each stage in the funnel. This will then help you know what all types of content you needed to engage with your audience.

You can leverage technology, but you must consider few things to create a human-like experience and choose the right marketing automation software. Following are few points that you should take into consideration before you purchase any marketing automation software:  

1. Decide how many seats or licenses are needed

It is crucial to choose software that accustoms the number of users needing to operate it. Then, depending upon the package, decide how many seats or licenses are needed.  

2. Realize a well-defined buyer’s journey

To nurture your leads and build a strong relationship with them, you need to set up workflows or drip campaigns that’ll work for you.

Thus, the tool you are working with should integrate with your customer relationship management system. By enabling a precise pass from marketing to sales, you can create a seamless experience for your customers.

3. Ensure if you have training and support

Training is an essential aspect. Having the right software won’t help you if you don’t know how to use it. By ensuring the proper training and people in place, you can utilize the tool to its most total capacity.

Moreover, check if the company that provides the software also include support. Then, you can determine the kind of support you will need, like chat, email or direct phone.

4. How well the software integrates with other databases

The right tool is the one that contains a complete lead nurturing method. In addition, it should manage lead assigning and scoring and facilitate collaboration between the sales and marketing teams.

For that to expect, the software should integrate well with other databases. It should provide details about the kind of emails each customer receive with the kind of products or services they buy.

5. Check for customizable email or landing page templates

A functional software should offer customization wherever needs. For example, most software comes with ready-to-go templates that can be used for designing emails and landing pages. However, at times, you might need customization features. Thus, make sure that the software possesses the capabilities.  

6. Are you able to save time with the marketing automation software?

While the marketing automation software helps you print, edit, and share files, check if it’s saving your time or adding more steps to your workflow.

Ensure that you are fully utilizing the automation while not creating any additional steps for the team.

Remember, you are not looking for software that does everything for you. You can select any of the areas where you need help the most. For example, consider selecting any one of the following areas where you might need support:

  • · Lead management
  • · Inbound marketing
  • · Advertising
  • · Pricing

Concluding Thoughts

With growing organizational needs, you might require automation tools that help you streamline complex processes. In this context, marketing automation benefits organizations to offer a seamless experience to their customers. However, selecting the right marketing automation tool is very crucial. Therefore, you must take account of your organizational needs before you purchase a tool. You can always opt for marketing automation software for streamlining your process. Just be mindful of your selection. Thereby, achieve the desired efficiency and enable growth as a business.