Before beginning the purchasing process, we recommend that you begin with a comprehensive self-assessment of your organization's business needs, staff capabilities, management support, and financial resources.
Use the following questions to help you decide:
- Have you outgrown your current Marketing system?
If you have data in multiple databases that can't be consolidated, or are using an email system that can't do the behavioral targeting you need, it might be time to use Marketing Automation.
- Which Marketing Automation Capabilities Are Important to Your Business?
By knowing what your business needs, you will be more proactive in controlling the selection process and choosing the platform that best benefits your organization.
- What kind of Marketing Automation platform do we need?
Is Inbound Marketing (social media, blogging, SEO) more important than Outbound Marketing (email)? Are reporting and analytics key features you need? Are leads a key part of your marketing process? Do you need greater tools for customer segmentation and personalization?
- What is the goal of the business?
It is important to know in advance what your goals for your Marketing Automation system will be.
- How will this platform integrate with the business's existing technology?
You will need to identify all of your Marketing Automation tools so you can ask your vendor about integration. Many vendors will recommend apps that provide quicker access to existing systems.
- Does the management support this purchase?
Make a compelling case for how the benefits of the new software far outweigh the costs. This could include converting more leads, making sales more efficient, and improving campaign ROI.
- Do we need to improve our employees' internal skills?
To maximize your ROI, your staff will need to be trained and ready to develop and implement new business processes. You may also need to consider some new hires.
- How do we measure performance?
If your goal is to increase conversions, you’ll need to know what your conversion rate is before automating to measure its impact. If you want to improve email performance, be prepared with metrics like open rates, clicks, etc.
- Have we realistically assessed the costs?
Some Marketing Automation platforms are all-inclusive, while others have additional tools and services that can significantly increase the associated costs. If you don’t have your own in-house design or IT staff, be sure to ask how much these services cost per hour.
Learn more at: https://martech.org/does-your-organization-really-need-a-marketing-automation-platform/
