The marketing automation industry is booming and with expectations of reaching $1.9 billion by 2020, there is no end in sight. Fast adoption rates have led to an influx of providers touting their systems as the best option for organizations looking to take the leap. With 78% of successful marketers citing marketing automation as being most responsible for improving revenue contribution, the focus is more on the industry as a whole, rather than specific platforms.
Many people assume that the majority of marketing automation systems are the same. Vendors are capitalizing on the lack of knowledge by consumers and overwhelming them with high costs, justified only by an exhausting list of features and statistics that all but guarantee a positive return on their investment. Marketers who believe the system itself will automatically generate more leads, without any additional effort on their end, will end up disappointed. Even the most feature-rich marketing automation system is useless without the right team in place to implement it.
While the bulk of the marketing automation systems share the same features, even small differences can be significant. The ability to drill down your organization's specific needs can be a daunting task. This has led to countless organizations choosing the first marketing automation system they find, without focusing their efforts on finding the solution that best fits their own specific needs.
Marketing automation systems are a major investment for most organizations, with some vendors charging exorbitant setup costs and monthly fees ranging from $400 to over $2,000. Clearly, choosing the wrong provider is a costly mistake.
According to a Gleanster study, the most important criteria among Chief Marketing Officers for choosing a marketing automation system is ease-of-use, at 92%. However, ease-of-use can only take your organization so far. Having clear objectives and focusing more on how well the system will integrate with your current systems will help you come to a better conclusion.
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