Marketing automation has created a much more efficient way to capture, monitor, nurture, and convert more potential leads. Although the automated software streamlines the process, it requires a capable and experienced marketing automation vendor for it to reach its full potential.
Here are a few important factors to consider when selecting a marketing automation vendor:
1. Adequate Experience
Marketing automation is a hot trend due to its powerful capabilities and many new companies are emerging. Although it is a relatively new marketing concept, there are marketing automation vendors who already have years of experience working with it complex features versus companies that only have been doing it for a few months. Experienced marketing automation vendors are more in-tuned because they have watched it evolve since its inception. They will know what works and more importantly, what doesn’t work. Consider these suggestions when selecting a marketing automation vendor.
The purpose of using a marketing automation strategy is to make it easier and faster for you to monitor and profile potential leads. Look for vendors that offer simple features and straightforward solutions. It should also be easy to integration into your current Customer Relationship Management (CRM) system.
3. Reliable Support
You shouldn’t have too many programming issues if you select an experienced marketing automation vendor that offers easy-to-use software, but you may have questions about how to get the most from it. Select a marketing automation vendor that has readily available and responsive support. You can test their support services with questions and concerns prior to choosing one. That is a great way to ensure they are truly helpful and knowledgeable.
4. Comprehensive Plan
Marketing automation success won’t happen instantly. Look for vendors who offer a complete plan that follows the lead from initial connection to final conversion. Their marketing strategy should include lead generation, website visitor tracking, CRM integration, email marketing, lead qualification, lead distribution, lead nurturing, and all other aspect of the lead management process.
5. Sales and Marketing Tools
There really shouldn’t be a need to hire additional marketing services if you are already employing a marketing automation expert. The marketing automation vendor you select should have ample knowledgeable of sales prospecting, SEO techniques, and social media marketing strategies. They should also have a resourceful blog that you can reference for marketing advice.
There are endless choices of marketing automation vendors that claim to provide the same results. Unfortunately, not everyone lives up to their claims. Make sure the marketing automation vendor you select has ample experience, an easy-to-use software program, reliable support, a comprehensive plan-of-action, and readily available sales and marketing tools. If those five components are addressed, you should see the results you expect.