A top marketing automation software suite will help companies to market their products and services through highly personalized content. This process includes gathering contact information to build mailing lists, as well as managing communications with customers and determining how and when emails and other outreach should be sent. Automation software can track customer movement around the website and use their activity to predict products and services they may be interested in.
Over time, these customer interactions — via website visits, emails, app usage, social media activity, and so on — will produce a wealth of data that companies can analyze and use to gain even more insight about their audience. This insight will allow them to create even more relevant and personalized messaging over their website, social media, mobile communications, targeted advertisements, and emails.
While there are dozens of marketing automation software tools available, it’s important to be selective about which tool you choose for your company. Each company has its own specific needs, and in order to find the best marketing automation software solution for your organization, you’ll want to make sure that the tools you are using work best with your own existing processes, marketing goals, and available resources. As you decide which tools works best for you, consider the following questions: