How to choose the right marketing automation tool based on your digital maturity
On previous occasions in our blogwe have talked about different digital marketing platforms that are becoming indispensable nowadays. We will talk about marketing automation next.
However, choosing the marketing automation The right approach can help you to improve your strategies and become more efficient. Not all companies need the same tool: depending on your digital maturity, your needs will be different..
So, in this post we'll look at how to choose the right marketing automation tool for your company's level of digital maturity, from basic solutions for those just starting out to advanced platforms for organisations with complex omni-channel strategies, including recommendations for specific tools and the value of using a specialist agency.
Marketing automation: What is digital maturity?
This concept is essential to understand the post. The digital maturity of a company refers to its the ability to integrate digital tools into your marketing, sales and customer service processes. From organisations that have only just started using email marketing, to companies that manage complex automated multi-channel journeys in real time, the range is vast.
Level 1: Initial or exploratory phase
In this phase, we find companies that are just starting to digitise their processes and often have limited or unspecialised resources:
- They use basic emailing tools.
- They have no active automations.
- They have poorly segmented databases.
At this stage, it is advisable to start with accessible and quick-to-implement platforms such as Klaviyoespecially designed for ecommerce and B2C businesses. Such tools allow simple automations to be activated and first results to be analysed without technical complications. Another advantage is that they have native integrations with ecommerce platforms such as shopify.
Level 2: Growth and automation phase
At this point, the company already has some experience with email marketing campaigns and is looking to improve its results through automation:
- You want to implement automated journeys.
- You need to integrate email marketing with your CRM or ecommerce.
- Requires advanced segmentation and customisation.
Platforms such as Braze, Adobe Campaign o Selligent allow to automate complex communication flows and adapt to multiple audience segments. These tools are ideal for companies that are growing and need to scale their strategy.
Having the support of a marketing automation agency with experience in these platforms can make all the difference. From the activation of campaigns in Braze to the design and programming of emails in Adobe Campaign, having a specialised external team speeds up the implementation and improves the effectiveness of the actions.
Level 3: Highly digitally mature companies
Organisations at this level have already integrated automation as a strategic pillar and have a solid data infrastructure in place:
- They use several digital channels in a coordinated way.
- They have multiple real-time data collection points.
In this context, tools such as Salesforce Marketing Cloud, Oracle Responsys o Bloomreach offer the power to manage omni-channel campaigns with a high degree of personalisation.
As we have argued on previous occasions in our blog, it is advisable to have agencies that are Partners of these solutions. This is a system that the platforms have to ensure that the agency has the necessary skills to carry out its use thanks to its experience and knowledge.
Marketing automation: Why use a specialised agency?
Working with a partner agency with experience in tools such as Klaviyo, Braze or Salesforce allows:
- Implement solutions more quickly.
- Optimise internal resources.
- Obtain specialised support.
- Ensure a higher ROI in marketing automation.
An agency with a certified and certified team can help you trigger automated campaigns in the best possible way, design tailored workflows and ensure seamless integration with your CRM or ecommerce platform.
In short, there is no single ideal marketing automation tool. The best option will depend on your digital maturity, your business objectives and the resources you have available.
At Digital Response we help you identify the platform that best suits your company and we accompany you in its implementation, optimisation and evolution.
Whether you work with Klaviyo, Salesforce Marketing Cloud, Adobe Campaign, Braze, Oracle Responsys or Bloomreach, we can help you to scale your email marketing strategy with customised and effective solutions.
