My endeavor this year is not much different than most marketers. Find a marketing automation tool that will improve my overall campaign effectiveness, be easy to use and finally complete the mapping of the customers' journey, through that elusive term Omnichannel Marketing. Easy, right?
Well the market place is full. Check out anyone's Marketing Automation Landscape infographic and you'll become dizzy with the enormous number of toolsets available. And that's not the complete list, there are dozens more that didn't make the landscape graphic...maybe we start building it in a panoramic view.
The challenges I face are similar if not exactly the same as everyone else. And the market has too many tools that are nice, look good but can they do the job. That's the problem. I read case studies, watch Vimeo and YouTube videos showing a specific use case for a specific vertical. Of course it's not a one-stop shop, you plug it in, turn it on, and campaigns start flowing. There's integration, workflows and strategies to build & monitor. But, we all have the same underlying needs. Be able to easily build our own templates, drag & drop the features and modules, segment the universe and send to tens of thousands at once.
What we need is to find the partner, that understands the in's & out's of the marketing automation landscape and determine who can satisfy our specific quarks and meet our goals & requirements. The sales talks are all the same, products do basically the same, or have easy enough integrations. What I need is that partner who will bring to forefront the toolset & vendor that will do it and do it to my liking & grow with me as my business changes.
What about you? How are you working to complete the omnichannel? Do you have a data plan? Do you have a content marketing plan? Do you know what channels are important to your customers?
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