So you’re keen to get in on the b2b marketing automation platform action? And so you should be – marketing automation can be hugely beneficial in terms of streamlining lead generation and management processes.
Even as an SME, you might be getting hundreds, or even thousands, of new leads each month. Trying to give each of these prospects personalised content at the right time in their buyer journey is nearly impossible without the right tools.
But before you get swept up in the excitement of purchasing a new marketing automation platform (MAP) for your business, we implore you to take a few deep breaths. Rushing into the wrong solution could cause more headaches than it solves, so it’s worth taking time to think over a few things before makinge any decisions.
Here are the 5 essential steps to choosing the best b2b marketing automation platform for your business.
1. Consider your current business needs
Don’t get seduced by the slew of features on a software vendor’s website. Instead, start with your own wishlist of features that your business currently needs, and benchmark all systems against that list.
When putting together your requirements, start with your content strategy. Jumping into marketing automation without a clearly defined strategy is a big mistake. If you haven’t developed a strategy covering each stage of the buyer’s journey, prioritise that first.
Consider your upcoming campaigns and the types of content you'll be generating:
- Will you be relying heavily on social media publishing and management?
- Do you need strong SEO optimisation capabilities?
- Do you want webinar integration and management?
- Do you need e-commerce features like shopping cart abandonment triggers?
- Do you want drag-and-drop email builders for custom campaigns?
- What level of lead scoring and nurturing do you require?
- How granular does your reporting need to be?
Create a simple table where you can check off requirements and make notes during demos. This will help you remember which software performed best and identify any potential issues.
Also assess the size of your database, as pricing is often dependent on contact volume. Consider consolidating data across your internal systems, as unified data makes your platform much more effective.
2. Consider your business needs in the future
When evaluating platforms, consider both current and future needs. Marketing automation implementation requires significant time and resources, and regularly switching platforms becomes costly. Choose one that can grow with your business.
Key questions to evaluate:
Is the platform scalable?
Some systems are built specifically for smaller businesses. If you're planning to expand, consider solutions that cater to medium and large businesses as well.
How flexible is the pricing structure?
Most systems are cloud-based with subscription packages. If you're expanding rapidly, understand the available tiers and how easily you can upgrade.
How frequently does the vendor update the software?
The marketing technology space moves quickly. Ensure your vendor stays at the forefront of trends with regular updates and new features.
3. Integration with your CRM
Marketing and sales alignment is crucial for any thriving business. Both departments work toward the same goal: driving sales.
Your marketing automation system integrates with your CRM to avoid miscommunication, double handling, and qualified leads falling through the cracks. When systems communicate effectively, you get a complete picture of leads, prospects, and customers, enabling coordinated efforts for optimal customer experience.
Once you’ve confirmed a system can integrate with your CRM, understand the implementation process. Ask vendors about the complexity of integration and the level of support available during setup.
4. Explore support services
Most platforms offer live chat, ticketed support, and phone options, but access may depend on your package level. Consider your team's skill level – if you need more guidance initially, factor this into your decision.
You'll also want to evaluate user support materials and training resources. As your team grows comfortable with the platform, you'll want to explore additional features, so comprehensive resources are valuable.
5. Align with your budget
Once you've identified which marketing automation systems meet your other requirements, price will likely be the deciding factor. Unfortunately, pricing isn't always straightforward:- Setup fees (may or may not include training)
- Pricing based on database size and user count
- Contract length variations
- Vendors can hit you with expensive add-on features
If HubSpot is on your shortlist, be sure to review the pricing to help you determine the right level for your business.
Try before you buy
If you're choosing between multiple options, test them under real conditions. Most systems offer free trials – use these opportunities to evaluate actual performance rather than just demo presentations.
Key implementation tips for success
Get the right people involved in demos
Include team members who will actually use the software daily: social media managers, content managers, technical implementers, and sales representatives. These people understand system requirements better and can identify potential issues.
Ask strategic questions
Don't let feature presentations overwhelm you. Ask questions until you completely understand the implications for your business. Remember: poor communication during sales often indicates poor technical support later.
Assess your technical resources
Marketing automation implementation requires significant resources. Ask providers about required skills, weekly time commitments, and available training. If you can't manage everything internally, consider agency support.
Choosing the best b2b marketing automation platform is a far-reaching decision for your business. If in doubt, ask your network about their experiences with different platforms to get independent perspectives. After all, there's nothing more powerful than a user review.
The right marketing automation platform will streamline your processes, improve lead quality, and drive significant business growth when chosen and implemented strategically. Take time to evaluate your needs, involve the right people, and test platforms thoroughly – this decision will impact your marketing operations for years to come.
Brand chemistry is a b2b marketing agency that transforms traditional industrial players into dynamic market leaders. We help industrial titans blend their heritage with innovation, setting them on the path to market domination.