It’s no secret that company owners and decision makers are excited about marketing automation – but will the excitement lead to bigger software companies watering down the concept or removing user friendliness from the equation?
Marketing automation is a fantastic solution, especially for small businesses that don’t have the money or the team to take charge of the marketing workflow process. With the ability to trigger marketing collateral that goes out automatically and sample the returning data in just a few clicks, marketing automation platforms give companies a solid way to track users, gather data and make marketing decisions they otherwise wouldn’t be able to.
However, big companies are starting to get in on the game – and with major software companies developing their own marketing automation dashboards, how will the end user benefit?
Marketing Automation Dashboards and User Friendliness
If you’ve ever dealt with a major brand workflow or supply chain software, you’ll know user-friendliness isn’t the name of the game. Big software doesn’t care as much about the end user as they do retention of contracts. If they can provide a be-all end-all solution to small businesses, there’s no need to make products more user-friendly – and that happens for several reasons.
The first is cost. If business makers realize they don’t have to diversify software products by sticking with one company, this results in a big contract win for larger software providers. Second, larger companies can charge more for training and additional management when they focus on the big picture rather than the smaller, end-user picture.
Shifting Their Thinking
Smaller businesses can’t necessarily afford larger software packages – so diversifying software that meets different marketing roles can be key to giving end users a good experience as well as ensuring software needs are met. This includes the choice of a marketing automation platform that is user friendly, cost efficient and ultimately provides value to the business.
Smaller businesses that diversity their software packages rather than hiring one big company to do everything are an example to larger businesses that diversifying can be key to shorter contracts, saved money and a better user experience. That’s why it’s a good idea to work with marketing automation companies with a smaller client base and a larger market opportunity. The training, ease of use and bugs are all taken care of while you don’t pay tens of thousands of dollars a month for the marketing automation services you need.
To find out more about how choosing a smaller company for your marketing automation needs can benefit your business, chat with a Lead Liaison rep today!