7 Factors to Consider When Choosing a Marketing Automation Platform

If you are planning to expand your franchise business at a rapid pace, then a Marketing Automation Platform (MAP) is the tool to consider. However, choosing the right MAP for your franchise is a challenge.

Here are some factors to consider before finalizing on your MAP.

Factor 1: Ease of Usability

One of the important factors is the ease of use of the marketing automation tool. If your employees are unable to understand and use the tool with ease, then it is of no use even if you have invested a fortune in it.

Factor 2: Integration into Your System

Integration of the MAP into your customer relationship management (CRM) system is a critical factor that directly impacts your marketing results.

It should not only integrate with your CRM but also synchronize your content marketing efforts as well.

Factor 3: Essential Features

Every MAP offers common features like registration forms, email marketing, lead nurturing, and customer behavior tracking. Additionally, a few MAPs also offer special features, including A/B testing, social media campaigns, social media tracking, event marketing, and many more.

Depending on your franchise requirements, ensure that all the essential features are available, and the price is right for the features offered.

Factor 4: Price & Value of the Marketing Automation Tool

The cost of the MAP is a key factor to consider and evaluate and it should be well within your budget, with enough room for paid campaigns. Ensure that there are no hidden costs when choosing the right MAP.

Also weigh in your returns on investment 9(ROI).

Factor 5: Service & Support

An MAP is said to be best suited for your franchise only if the provider also offers good service and effective training. I

t is ideal to choose a provider who offers phone support, which helps in immediately troubleshooting issues, should they occur.

Factor 6: Metrics, Analytics, & Reports

The ideal MAP should be able to gather, analyze, and report the leads generated across multiple channels in the format of your choice, and help you with analyzing ROI of your marketing spends, etc.

Factor 7: Marketing Automation Tool Capabilities

In future, you are likely to expand your franchise business, and your MAP needs to scale with it. That's why it's important to understand the broader capabilities of the MAP. For instance, caps on events, campaigns, data management, webinars, etc.

To know more about the important factors that help in choosing the right marketing automation platform, Contact Us.