4 Features to Look For in a Marketing Platform

A Marketing platform combines a number of functions into a single, unified system. It may be used to automate email marketing, social media, lead management, and event management, or it can serve as a single website and landing page.

Depending on the product, some platforms specialize in a particular area, such as split testing. To help you choose the right platform for your business, consider some of the following features:

Customer journey automation

With this type of software, marketers can automate many aspects of the customer journey and drive more sales. They can use marketing automation software to automate customer engagement, abandoned carts, and personalized post-purchase recommendations.

A good marketing automation platform can automate these functions, leaving business owners with more time to focus on the next steps in their business. Marketing automation software should automate customer engagement, email marketing, and social media campaigns. It should also be able to track customer behavior across multiple channels.

Integrations with other programs

Whether a marketing platform is built with an integrated data model, it should be able to track and measure both online and offline campaigns. It should be able to pull data from different sources, including social media platforms and mobile apps.

This will help marketers gain better insight into their audience. In most cases, marketing departments run print and digital campaigns at the same time. For a seamless transition between these two mediums, it’s vital to find a platform that has the ability to seamlessly integrate both.

Multichannel capabilities

While the traditional marketing platform focused on email, Mailchimp has expanded into a comprehensive marketing CRM. Its capabilities include email marketing, automation, web push notifications, SMS messaging, and chatbots.

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Over 40 integrations are available, including Salesforce, Typeform, WordPress, PayPal, Slack, and more. A marketing platform should be able to integrate with the rest of the company’s business. It should be able to handle the needs of both small and large-scale companies.

Cost

Marketo’s Plus plan starts at $70 / month for 500 contacts and 25 users. The price goes up if your list grows to 1,000 contacts. Once you’ve reached the Enterprise plan, it will cost you $279/month for unlimited users and custom reporting.

The Enterprise plan adds more advanced features, custom domains, mail servers, and dedicated account reps. While Marketo is an affordable, popular marketing platform, it’s not an all-in-one CRM. So you should evaluate its integrations and features before choosing a platform.

Conclusion

Social media and email marketing are among the most popular online marketing platforms. According to HubSpot, 93% of B2B marketers use email to distribute content. If your target audience is primarily on social media, consider a marketing platform that allows you to manage their accounts and monitor their activity.

In addition, email marketing is an important channel, but it should be complemented with email. This allows you to target your customers using the most effective channel for reaching your marketing message.

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