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Evaluating a Marketing Software Landscape



The marketing automation software landscape varies from software that automates the only part of your marketing campaigns to software that automates every aspect of your marketing campaigns, including email campaigns, mobile apps, and social media marketing. As a business owner, you have a lot of decisions to make about how to increase customer satisfaction and improve profitability. Marketing automation software helps you make these decisions easier and faster by automating the mundane tasks associated with marketing. Automating marketing software helps you improve customer relations, boost product sales, and increase profitability.

Management
One of the main decisions to make when choosing marketing automation software is whether or not you want to manage or own your marketing process. You may feel that you are able to get by content marketing through podcasts, and boosting your results by using websites to buy Spotify streams, but most businesses require a more sophisticated approach. Many marketing automation software includes tools for managing and segmenting customer lists, managing lead capture data, and setting up email marketing campaigns. Marketing automation software also streamlines most marketing processes by generating automatic workflows depending on specific groups of criteria. This means that the program will not only notify you when a lead has been successfully connected to a product, it will also connect you to other parts of the sales process, such as the creation of catalogs and invoices. However, in order to fully automate email marketing campaigns, marketing automation software should also manage other aspects of your marketing automation strategy, including lead capturing, invoice generation, and order processing.

Categorizing Relationships
In addition to segmenting customer information, marketing landscape software will also help you categorize your channel relationships. For example, some businesses categorize their direct channel partners as associates or sub-agents and other channel partners are categorized as associates, sub-agents, or independent contractors. The categorization system can also be used to segment customer data by types of channel relationships (i.e., sales, personal sales, and licensing, and service and support channels). This allows your team to efficiently evaluate your current marketing channels, evaluate new channels, and see which channels are performing well for your business. This allows you to concentrate on the channels that are performing the most effectively for your company.

Marketing Platforms
Once you have segmented your channels, it is important that your marketing software landscape company create an effective marketing technology platform. A good platform will include features such as lead capture, analytical reporting, survey capture, sales tracking, lead management, campaign management, and ad grouping. All of these core capabilities will provide you with the information you need to optimize each channel to best promote your company and its products and services. A solid marketing technology platform will enable marketers to accurately measure results, accurately determine where mistakes are occurring and will create reports for managers and other employees that show where the company is in comparison to its peers.

Choosing Vendors
After segmenting your channels, your marketing software landscape company will then need to identify which vendors to work with. In most cases, vendors will come from the same group that created your channel infrastructure. However, there are a few vendors that have developed highly robust, state-of-the-art technologies that can provide your company with a competitive edge. The vendors you work with should be able to explain their solutions in great detail and provide examples of successful campaigns using chatBots.

Once your channel team has reviewed the vendors you have chosen for your project, the next step is to evaluate them on a functional level. Many companies choose to work with only one or two vendors, focusing on optimizing their brand rather than driving specific conversion rates. While this strategy can pay off handsomely during the initial stages of development, staying with a handful of vendors can prove to be more expensive in the long run. Instead, take the time to assess each vendor on a functional level, paying close attention to key areas such as lead capture, tracking of content marketing performance, and the functionality of the chatbot. When you compare each of the vendors against the features you need for your application, you will be able to choose the vendor that will best meet your company's needs.

Architecture Of Marketing Software
While it may seem tempting to focus on just one or two aspects of an effective content marketing strategy, the overall architecture of a campaign needs to include a number of separate buckets. For example, some companies spend a significant amount of money establishing a tightly focused lead capture area that they then incrementally use to submit targeted messages to prospects. Others may focus on the creation of highly optimized landing pages that encourage customers to sign up. Still, others may conduct both lead capture and landing page optimization with the goal of generating significantly higher revenues from these same channels. When evaluating vendors, it is important to evaluate each area according to its individual return on investment (ROI) and how well the particular vendor implements its solution.

Customer Relationship Management
Another important area to consider when evaluating a vendor's CRM offerings is whether or not they support third-party applications. For example, many vendors have integrated their lead management system with customer service applications that must be purchased separately. In addition, some CRM vendors have developed internally-developed CRM solutions that may not be compatible with their own internal CRM systems. It is always worthwhile to inquire about third-party integrations before agreeing to implement one or more of the features of a given CRM solution. Furthermore, marketers should be mindful that if a vendor implements an in-house solution but does not offer support for third-party CRM applications, this could negatively impact the ability of marketers to optimize the CRM system.










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