Choosing a Marketing Automation Platform

If you’ve ever struggled with apartment hunting, you know the pain of seeing too many apartments, then losing sight of what you THOUGHT you needed because you’ve seen SO many apartments in such a short amount of time. Did you want a walk-in closet? Do you need a kitchen island? What were your deal-breakers again? That’s because it’s so easy to be distracted by the aesthetics of a well-staged apartment, losing sight of what you wanted. Well, when we talk about shopping around for marketing automation platforms, it can be just as easy to be swept up in promises and forget all about what you need.   

Rather than getting swept up in the bells and whistles of what a MAP has to offer, start with honing in on your specific needs, and it begins with identifying your user base.   

Who will need access to this platform?   

When identifying the types of users who will access the new marketing automation platform, it’s important to note each group and determine what materials and capabilities are their priorities.   

What are departmental objectives?   

Defining primary and even secondary objectives for the identified user base and administrators, management, and appropriate stakeholders is crucial. When the goals and objectives are clear, it's easier to identify what features to look for in a marketing automation platform.   

What’s the current landscape?   

Is there a need to integrate with existing platforms (CRM systems, etc.)   

What are the metrics for success?   

Each group with access to the MAP has a different objective or goal; therefore, their metrics for success may vary. Not sure how to approach this? Ask yourself, “Investing in a marketing automation platform will be successful if____.”  

Additional features to consider:   

• What types of content will the platform support?   

• Is the provider a strategic marketing partner?   

• Is the platform customizable to fit needs?   

• What are the content distribution capabilities?   

• Are analytics offered?   

When it comes down to it, you can’t pick the right platform until objectives are clearly defined. It’s simple but constantly overlooked. Keep this rule in mind, and you’ll find the shopping process a little less overwhelming and make a selection with ease. Not sure what you’re looking for in a marketing automation platform? Let’s chat!