{"id":28787,"date":"2025-06-19T12:19:44","date_gmt":"2025-06-19T10:19:44","guid":{"rendered":"https:\/\/www.digitalresponse.es\/?p=28787"},"modified":"2025-06-25T13:27:24","modified_gmt":"2025-06-25T11:27:24","slug":"como-elegir-la-herramienta-adecuada-de-marketing-automation-segun-tu-madurez-digital","status":"publish","type":"post","link":"https:\/\/www.digitalresponse.es\/en\/como-elegir-la-herramienta-adecuada-de-marketing-automation-segun-tu-madurez-digital\/","title":{"rendered":"How to choose the right marketing automation tool based on your digital maturity"},"content":{"rendered":"<div data-elementor-type=\"wp-post\" data-elementor-id=\"28787\" class=\"elementor elementor-28787\">\n\t\t\t\t<div class=\"elementor-element elementor-element-0f7c9c2 e-flex e-con-boxed e-con e-parent\" data-id=\"0f7c9c2\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-cd9d847 elementor-widget elementor-widget-text-editor\" data-id=\"cd9d847\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;ekit_we_effect_on&quot;:&quot;none&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">On previous occasions in our\u00a0<\/span><a href=\"https:\/\/www.digitalresponse.es\/en\/blog-dr\/\" target=\"_blank\" rel=\"noopener\">blog<\/a><span style=\"font-weight: 400;\">we have talked about different<\/span><a href=\"https:\/\/www.digitalresponse.es\/en\/6-plataformas-imprescindibles-de-marketing-digital\/\" target=\"_blank\" rel=\"noopener\"> digital marketing platforms<\/a><span style=\"font-weight: 400;\"> that are becoming indispensable nowadays.  We will talk about marketing automation next.<\/span><\/p><p><span style=\"font-weight: 400;\">However, choosing the <\/span><i><span style=\"font-weight: 400;\">marketing automation<\/span><\/i><span style=\"font-weight: 400;\"> The right approach can help you to improve your strategies and become more efficient. <\/span><b>Not all companies need the same tool: depending on your digital maturity, your needs will be different.<\/b><span style=\"font-weight: 400;\">.<\/span><\/p><p><span style=\"font-weight: 400;\">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.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d50f96e elementor-widget elementor-widget-spacer\" data-id=\"d50f96e\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;ekit_we_effect_on&quot;:&quot;none&quot;}\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-848ae8a e-flex e-con-boxed e-con e-parent\" data-id=\"848ae8a\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-f0902a6 elementor-widget elementor-widget-heading\" data-id=\"f0902a6\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;ekit_we_effect_on&quot;:&quot;none&quot;}\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Marketing automation: What is digital maturity?\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-35ca5e9 e-flex e-con-boxed e-con e-parent\" data-id=\"35ca5e9\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-badcd78 elementor-widget elementor-widget-text-editor\" data-id=\"badcd78\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;ekit_we_effect_on&quot;:&quot;none&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">This concept is essential to understand the post. The digital maturity of a company refers to its <\/span><b>the ability to integrate digital tools into your marketing, sales and customer service processes<\/b><span style=\"font-weight: 400;\">. 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.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ca1161d elementor-widget elementor-widget-spacer\" data-id=\"ca1161d\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;ekit_we_effect_on&quot;:&quot;none&quot;}\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ff24e70 elementor-widget elementor-widget-heading\" data-id=\"ff24e70\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;ekit_we_effect_on&quot;:&quot;none&quot;}\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Level 1: Initial or exploratory phase<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-1909b1a e-flex e-con-boxed e-con e-parent\" data-id=\"1909b1a\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-c75b08e elementor-widget elementor-widget-text-editor\" data-id=\"c75b08e\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;ekit_we_effect_on&quot;:&quot;none&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">In this phase, we find companies that are just starting to digitise their processes and often have limited or unspecialised resources:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">They use basic emailing tools.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\">They have no active automations.<\/li><li style=\"font-weight: 400;\" aria-level=\"1\">They have poorly segmented databases.<\/li><\/ul><p><span style=\"font-weight: 400;\">At this stage, it is advisable to start with accessible and quick-to-implement platforms such as\u00a0<\/span><a href=\"https:\/\/www.klaviyo.com\/uk\/\" target=\"_blank\" rel=\"noopener\">Klaviyo<\/a><span style=\"font-weight: 400;\">especially designed for ecommerce and B2C businesses. <\/span><b>Such tools allow simple automations to be activated and first results to be analysed without technical complications. <\/b>Another advantage is that they have native integrations with ecommerce platforms such as shopify.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-28b7941 elementor-widget elementor-widget-spacer\" data-id=\"28b7941\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;ekit_we_effect_on&quot;:&quot;none&quot;}\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0128de5 elementor-widget elementor-widget-heading\" data-id=\"0128de5\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;ekit_we_effect_on&quot;:&quot;none&quot;}\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Level 2: Growth and automation phase<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-29448ab e-flex e-con-boxed e-con e-parent\" data-id=\"29448ab\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-2e23749 elementor-widget elementor-widget-text-editor\" data-id=\"2e23749\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;ekit_we_effect_on&quot;:&quot;none&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">At this point, the company already has some experience with email marketing campaigns and is looking to improve its results through automation:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">You want to implement automated journeys.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">You need to integrate email marketing with your CRM or ecommerce.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Requires advanced segmentation and customisation.<\/span><\/li><\/ul><p><span style=\"font-weight: 400;\">Platforms such as\u00a0<\/span><a href=\"https:\/\/www.braze.com\/\" target=\"_blank\" rel=\"noopener\">Braze<\/a><span style=\"font-weight: 400;\">,\u00a0<\/span><a href=\"https:\/\/business.adobe.com\/es\/products\/campaign\/adobe-campaign.html\" target=\"_blank\" rel=\"noopener\">Adobe Campaign<\/a><span style=\"font-weight: 400;\">\u00a0o\u00a0<\/span><a href=\"https:\/\/www.selligent.com\/es\/\" target=\"_blank\" rel=\"noopener\">Selligent<\/a><span style=\"font-weight: 400;\">\u00a0<\/span><b>allow to automate complex communication flows and adapt to multiple audience segments<\/b><span style=\"font-weight: 400;\">. These tools are ideal for companies that are growing and need to scale their strategy.<\/span><\/p><p><span style=\"font-weight: 400;\">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.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-17e4c60 elementor-widget elementor-widget-spacer\" data-id=\"17e4c60\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;ekit_we_effect_on&quot;:&quot;none&quot;}\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d01c87c elementor-widget elementor-widget-heading\" data-id=\"d01c87c\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;ekit_we_effect_on&quot;:&quot;none&quot;}\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Level 3: Highly digitally mature companies<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-ca91784 e-flex e-con-boxed e-con e-parent\" data-id=\"ca91784\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-b623b10 elementor-widget elementor-widget-text-editor\" data-id=\"b623b10\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;ekit_we_effect_on&quot;:&quot;none&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Organisations at this level have already integrated automation as a strategic pillar and have a solid data infrastructure in place:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">They use several digital channels in a coordinated way.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\">They have multiple real-time data collection points.<\/li><\/ul><p><span style=\"font-weight: 400;\">In this context, tools such as\u00a0<\/span><a href=\"https:\/\/www.salesforce.com\/eu\/campaign\/sem\/marketing-cloud\/?d=7013y0000020Rt0AAE&amp;nc=7013y0000020XicAAE&amp;utm_content=7013y0000020Rt0AAE&amp;utm_source=google&amp;utm_medium=paid_search&amp;utm_campaign=21481768489&amp;utm_adgroup=163583480366&amp;utm_term=salesforce%20marketing%20cloud&amp;utm_matchtype=e&amp;gad_source=1&amp;gad_campaignid=21481768489&amp;gbraid=0AAAAAD4BebmFvuZAwaoVjcPSOQliyesdb&amp;gclid=Cj0KCQjwgIXCBhDBARIsAELC9Zi5grJ7-MBWeMqwJUaigKHTe9JA5MW1TAG0DFve7w_A9r51JL9PwXkaApAPEALw_wcB&amp;gclsrc=aw.ds\" target=\"_blank\" rel=\"noopener\">Salesforce Marketing Cloud<\/a><span style=\"font-weight: 400;\">,\u00a0<\/span><a href=\"https:\/\/www.oracle.com\/cx\/marketing\/campaign-management\/\" target=\"_blank\" rel=\"noopener\">Oracle Responsys<\/a><span style=\"font-weight: 400;\">\u00a0o\u00a0<\/span><a href=\"https:\/\/www.bloomreach.com\/en\/products\/engagement\" target=\"_blank\" rel=\"noopener\">Bloomreach<\/a><span style=\"font-weight: 400;\">\u00a0offer the power to manage omni-channel campaigns with a high degree of personalisation.<\/span><\/p><p><span style=\"font-weight: 400;\">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.\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-cc3568f elementor-widget elementor-widget-spacer\" data-id=\"cc3568f\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;ekit_we_effect_on&quot;:&quot;none&quot;}\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4554cee elementor-widget elementor-widget-heading\" data-id=\"4554cee\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;ekit_we_effect_on&quot;:&quot;none&quot;}\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Marketing automation: Why use a specialised agency?<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-dd245c7 elementor-widget elementor-widget-text-editor\" data-id=\"dd245c7\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;ekit_we_effect_on&quot;:&quot;none&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Working with a partner agency with experience in tools such as Klaviyo, Braze or Salesforce allows:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Implement solutions more quickly.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\">Optimise internal resources.<\/li><li style=\"font-weight: 400;\" aria-level=\"1\">Obtain specialised support.<\/li><li style=\"font-weight: 400;\" aria-level=\"1\">Ensure a higher ROI in marketing automation.<\/li><\/ul><p><span style=\"font-weight: 400;\">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.<\/span><\/p><p style=\"margin-bottom: 24px; font-size: 16px; text-align: justify; font-family: 'DM Sans', sans-serif; font-weight: 400; letter-spacing: normal; text-transform: none; font-style: normal; color: #232527;\">In short,\u00a0<span style=\"font-weight: bold;\">there is no single ideal marketing automation tool<\/span>. The best option will depend on your digital maturity, your business objectives and the resources you have available.\u00a0<\/p><p style=\"margin-bottom: 24px; font-size: 16px; text-align: justify; font-family: 'DM Sans', sans-serif; font-weight: 400; letter-spacing: normal; text-transform: none; font-style: normal; color: #232527;\">At Digital Response we help you identify the platform that best suits your company and we accompany you in its implementation, optimisation and evolution.<\/p><p style=\"font-size: 16px; text-align: justify; font-family: 'DM Sans', sans-serif; font-weight: 400; letter-spacing: normal; text-transform: none; font-style: normal; color: #232527;\">Whether you work with Klaviyo, Salesforce Marketing Cloud, Adobe Campaign, Braze, Oracle Responsys or Bloomreach,\u00a0<a href=\"https:\/\/www.digitalresponse.es\/en\/servicios\/\" target=\"_blank\" rel=\"noopener\">we can help you<\/a>\u00a0to scale your email marketing strategy with customised and effective solutions.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"<p>En anteriores ocasiones en nuestro\u00a0blog, hemos hablado de distintas plataformas de marketing digital que se est\u00e1n convirtiendo en imprescindibles en la actualidad.\u00a0 Hablaremos a continuaci\u00f3n del marketing automation. No obstante, elegir la plataforma de marketing automation adecuada puede ayudarte a mejorar tus estrategias de manera y ser m\u00e1s eficiente. No todas las empresas necesitan la [&hellip;]<\/p>\n","protected":false},"author":10,"featured_media":28791,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[37],"tags":[],"post_folder":[],"class_list":["post-28787","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Marketing automation - C\u00f3mo elegir la herramienta adecuada<\/title>\n<meta name=\"description\" content=\"Saber siempre c\u00f3mo elegir la herramienta adecuada de marketing automation seg\u00fan tu madurez digital. 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