Will it bi-directional sync with your CRM?
Your Marketing Automation tool needs to communicate and pass information between it and your CRM. A solid integration will make it easier for your marketing team to deliver more highly qualified, sales-ready leads to the sales team. Bi-directional synchronization between both tools will reduce manual & erroneous input, and increases alignment between sales and marketing departments.
Will it integrate with your Website?
Your Marketing Automation solution should allow you to see the actual names of people and companies visiting your website, and what they’re looking for. It should go beyond traditional website analysis tools and allow you to see more than page views and bulk visitor statistics. Look for a solution that will provide your organization with real marketing and sales intelligence, not more data to sift through.
Does it provide more than email automation?
Even though email remains the hardest working and the most productive marketing tool, you should look for a solution that provides more than email. Today’s consumers are completely overwhelmed by the amount of email they’re getting on a daily basis, competition to stand out in the inbox is stiff so look for a Marketing automation tool that enhances email marketing with tools like subscription management, nurture marketing, list segmentation and lead scoring.
Will this solution grow with my business?
Ultimately only your organization can answer this question, but here are a few things we look for when selecting Marketing Automation solution providers. Does the organization have a product roadmap with an emphasis on new research and development? Are there user limitations or price restrictions that will prohibit growth?