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What are the features a small business should look for in a marketing automation platform?
We're a startup looking for help in figuring out the world of marketing automation. I'd like to talk to anyone who has experience with one of these tools (like HubSpot, Eloqua, Marketo, Silverpop, Loopfuse, etc.) about what your decision criteria were and any advice you might have. Please respond to karen@karendschwartz.com.Thanks, Karen Schwartz
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Hi Karen,
A great way to approach this is to start with the capabilities of a good email platform, and ask what is the minimum set of things you need beyond that. You can organize your requirements into 5 areas, and I included some suggestions for you below:
Response Management: ability to create landing pages, progressive profiling forms, track website behavior
Lead Management: Ability to score leads based on demographics and behavior, ability to route leads to the CRM based on score, ability to automatically add leads to specific campaigns based on their behavior and score.
Campaign Management: Ability to easily set up automated nurturing campaigns with controls for cadence and membership.
Reporting: all the standard email campaign reports and web analytics, contact profile, and lead waterfall reports.
Data Integration: ability to integrate with your CRM, easily import lists and campaign results, some amount of data hygiene tools
Hope that helps, Kevin
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