Marketing Automation Platforms: 5 Things to Look for in a Provider

Marketing automation is key to business optimization as it enables companies to use data for sending automated personalized and relevant messages, saving valuable time and resources. In short, it helps your business to work smarter, not harder. But, how do you know which platform is right for you? Well, let’s review a few tips for selecting the right vendor.

Before you start looking for marketing automation platforms

Map out your priorities, and think about the future
Many businesses know that there is potential to be unlocked through automation, however they skip a few important steps in the planning process. First, make sure you are thinking about specific use cases and results. Where do you have gaps in your business model that automation can fill?
Also, make sure to think about the long term. You want to choose a partner that provides scalable solutions to boost your business growth. Can you expand on your efforts without an issue? For example, maybe you do not need to deploy an international SMS campaign today. But, what about in the future? Essentially, choosing a provider with global coverage could help you avoid having to switch later.

5 Things to look for in a marketing automation platform

An easy to use API

Technically, API stands for Application Programming Interface, a system that integrates communication between different third-party software and facilitates the exchange of information, such as managing marketing campaigns from a single place, instead of a CRM and a marketing automation tool.
An efficient communication API can connect diverse messaging apps, email programs, websites, and more. Through an API, you can deploy SMS messages, email campaigns, and get real-time data all in one place. Most importantly, make sure to check out how the API works and make sure that it is user-friendly. This will help reduce the time needed to train employees. Also, it will help make onboarding new employees easier in the future.

Integrated Analytics

Next, let’s talk about analytics. Campaigns that are data-driven and tracked correctly are going to be a big asset. The platform you choose should offer detailed real-time reports on customer behavior. These reports should include metrics like time, location, messages read, conversion rates. Insights that are easy-to-read and understand empower you to make good business decisions.
Integrated Analytics will make it easier for you to A/B test. You will be able to tell what is working, and what does not work, without having to dive into other applications. This is especially helpful when managing large-scale or multiple campaigns at once. You must be able to have a top-line view of how your campaigns are tracking.

Developer Support

The more resources that are available to your team, the better. Choose marketing automation platforms that have resources available to empower your team. For example, tutorials, documentation, and API reference can make all the difference. Routee’s developer’s hub is a prime example of this. The tutorials are incredibly detailed and provide you with all the information you need to use their products.

Cost estimation and pricing transparency

As a marketer, it is essential to understand how much a campaign is going to cost, especially when planning large-scale campaigns. Inaccurate estimates, or even the smallest errors, can end up costing companies a lot of money. So, look for marketing automation platforms that help with the estimation process.
Cost estimation tools save money in more ways than just avoiding mistakes. They eliminate time-consuming back and forth. Waiting on quotes, proposals, and revisions take time. And, as we all know in business, time costs money.

Global coverage and proven reliability

When it comes to communications, reliability is important, and so is selecting a successful telecommunication partner. Choose a platform with experience in communication channels like OTT, SMS, Voice, Push, and Email. And always make sure you have adjustable fallback channels for delivering a message.
Now, this is where Routee has a leg up on the competition. For over two decades, Routee has been a pioneer in creating digital routes that connect businesses and customers. Routee ensures your business has the scalable services you can trust and count on day-after-day. Routee is one of Rakuten’s Viber platform official business messaging partners.

Getting started with marketing automation platforms

According to recent studies, marketing automation drives up to a 14.5% increase in sales productivity. Also, it’s responsible for a 12.2% reduction in marketing overhead. When it comes to leads and conversions, the numbers are even more enticing. 80% of marketing automation users observed an increase in the number of leads using marketing automation platforms. What’s more, 77% had an increase in conversions.

So, are you ready to get started? Routee checks off all the boxes above. Choose Routee for reliable products and services that fuel growth. Contact us today!