Marketing software must be powerful and versatile enough to accomplish specific tasks and automate processes, yet also user-friendly and scalable. The purpose of automation is to help you save time, increase revenue, improve communication and better measure the return on your investment in all marketing activities. However, the right solution for your company must also integrate with your existing solutions and be manageable by the people expected to input data or make sense of the output.
All of these considerations make choosing the right marketing automation software a serious task and not one to be decided on a whim. As an account manager at TopRank, I am often asked to recommend, set up, and manage marketing automation software for our clients. One of the major lessons I’ve learned is that it’s important to choose a platform that is not only within your budget now, but will continue to meet your company’s needs down the road.