Biggest Marketing Challenge: Automation Tools – Advice from a McKinley Marketer

Challenge:

What is the best automation tool for my company?

Answer:

“First things first, the marketing department needs to educate the appropriate teams about the functionality and benefits of automation tools.  This will be an essential part of gaining management buy-in to purchase a product.

Automation tools can help you optimize multiple functions among cross-functional teams.  Think: a one-stop-shop for lead generation, email marketing, drip campaigns, invoicing, website optimization and CRM.   There are a multitude of options, including Marketo, Eloqua, Pardot, and HubSpot – each offering a different level of customer support and technical functionality.

You need to assess your organization’s present and future needs to find a solution for the long-term.  This can be a bit overwhelming, but luckily there are a lot of blogs and online resources summarizing the pros and cons of each automation tool.

When you find the right tool for your organization – the fun starts! You’ll improve efficiency of marketing programs and drive revenue almost immediately.  Don’t forget to document all processes and procedures!”