6 Tips to Select the Best Marketing Automation Software

By Jack Stan

For a small business or marketer, the world of automation software is a confusing one. You need something that meets your marketing needs while not breaking the bank. How do you navigate this situation to find the best marketing software? Don't fret; this article will help you make the right choice.

Tip #1: Look for Progressive Profiling

Web users have very low attention spans, which makes them lose interest in filling up lengthy forms. Reducing the length of forms increases conversion rates. To put this in action, use progressive profiling. 

Progressive profiling captures tiny bits of information from customers every time they access an asset. This makes sure that they return to use your site, and you can continue to collect more details over time.

6 Tips to Select the Best Marketing Automation Software

Image source: Relationship One

While selecting the best marketing automation software for your business, look for progressive profiling. Also, check how many details the automation software captures along each pass. Moreover, you must consider the availability of other inbuilt capabilities like multi-stage and conditional opt-in forms. 

Tip #2: Think About How Smartly the Tool Uses Social Data

Email personalization improves visits to your site by improving the flow of the purchasing pipeline. This is achieved through segmenting email lists based on standard variables. These include demography, geography and behaviour, among others. 

Sprout Social Data

Image Course: Sprout Social

How do you get access to this information? It might seem challenging at first, but a great source is social logins. There is a high volume of user data linked to social logins such as Twitter, Gmail and Facebook. A good marketing automation software must be able to capture this information, helping you get closer to your customers.

Tip #3: Ask About the Integration of CRM, Website and Marketing Automation

Especially if you have already been using CRM, you will want to have an integrated system for marketing. You may have noticed the pitfalls of CRM but might still appreciate its pros. 

By integrating CRM and marketing automation, you are completing the development ecosystem. This helps you save time and money, and helps avoid chaos from multiple systems while easing employee training.

Marketing Automation

Ultimately, this helps you generate and nurture leads for your business efficiently. This integration lets you extract robust insights about customers and enables you to harness analytical power.

Tip #4: Track Visitor Activity From the Beginning to the End

Social logins alone are not enough to segment your visitors. Combine this with visitor activity tracking, and you have a recipe for success. By following the visitor across your website, you are finding out their specific interests.

Track Visitor Activity

This helps segment your email list efficiently and guarantees a high conversion rate. The best marketing automation software for your business must tell you about the visitors' journey from the moment they arrive at your site until they leave. 

With every added stat, you will improve your segmentation even more.

Tip #5: Look for Customizable Sales Alerts

Your sales team needs to know the interest of each customer. They must be able to convert fresh leads into paying customers consistently.

Look for Customizable Sales Alerts

Marketing automation software must enable this. By setting up email alerts and cold calls, the observation time can be cut short. Automated sales alerts tell your sales team that a customer is close to making a purchase. An excellent automation tool also automatically assigns leads to sales reps.

Of course, these criteria should be customizable by you, and not just the tool.  This puts your sales team in power.

Tip #6: Ensure the Inclusion of Drip Email Campaign Templates

Making your customers spend money is a challenge, and your sales team will suffer if leads don't convert. Typically, pursuing the customer via email campaigns helps boost conversion rates.

This is done through a series of emails sent to the lead. The emails educate and persuade them, encouraging them to click and interact with your email and site. This potentially brings the customer closer to a purchase.

Drip Email Campaign Templates

This drip email campaign saves time and allows your sales team to focus on promising leads and convert them.

What Next?

Now that you know the six tips to select the best marketing automation software put them to use! Make sure you know what you want from any software and get the most out of it!

Let us hear your opinion - what do you think about what you've read so far? Leave a comment below. Any question or request will be welcomed. We'll get back to you as soon as we can!

Published by: 

Jack Stan

Online Marketing Career Consultant. Network marketing and web developing since 2009, helping people quit daytime job and earn enough money and freedom. Keen swimmer, horse-rider, cake-baker, a little bit of OCD.

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