The right vendor depends on your own personal requirements

Marketing Automation vendors are not one-size-fits-all. It is important that you choose the right vendor for your specific business requirements as B2B companies have more complex and longer buyer journeys and more people involved in the buying process. Your Marketing Automation platform selection should focus on finding the best fit with your business plans, resources and company culture. There are several ways to navigate the selection process, including a formal RFP (Request for Proposal) for shortlisting vendors to running in depth demonstrations. Here are six steps that will help you in this process.

1. Define Your Business Goals

In order to know what a Marketing Automation vendor should be able to deliver in terms of features and service, it is important to clearly define the business challenges or opportunities that you are facing. Describe the gap between the current situation and the desired state.…

How to compare Marketing Automation vendors

Marketing Automation is now one of the most commercially important techniques for digital marketers, so you have to look to select the most cost-effective platforms. But how do you tell one supplier from the other, and how do you know which will best help you meet your objectives in the most cost-effective way? If you are currently making the case for marketing automation, here are 10 questions you should ask any vendor before making your choice.

1. How will it help me to drive leads to my business?

We know today’s consumers look for relevant products and services as and when they need them. Frequent, fresh, high quality content on your website, blog or social media will attract visitors when the time is right for them to buy.  Marketing automation software helps you to turn those visitors into leads by asking visitors to leave their contact details in…