Marketing Automation Platforms: The Needs of SMEs and Enterprises
Let's start from a premise: marketing automation platforms are useful for any type of business , regardless of the sector in which it operates, the organizational model and the quantity of prospects and customers it addresses. Not only that: these automation tools are also the basis of the success of many freelancers, who use them for lead generation and the entire nurturing process of their contacts.
Logically, a small business and a large enterprise have very different needs when it comes to managing the customer journey, and from this a rather rich market offering has been born, capable of intercepting heterogeneous needs and budgets.
For example, in the SME sector, a key theme is functional integration. Limited resources in terms of budget and personnel require a solution that can offer the greatest amount of functions supported by automation, without having to resort to external applications and having to invest in traditional integration activities. Among the essential features we can mention contact and lead management, email marketing automation, the creation of landing pages and data acquisition forms , as well as the ability to actively monitor results, allowing for data-driven adjustment. On the other hand, Enterprises, with their large customer base and organizational complexity, require more sophisticated and extremely scalable marketing automation platforms, clearly based on the total denmark telegram mobile Phone Number list customization of campaigns and the entire customer journey.
The 5 Criteria for Choosing a Marketing Automation Platform
Given the centrality of a Marketing Automation platform for any modern company, how do you choose it beyond a simple budget assessment? We have selected what we believe to be the five most important and valid criteria for any type of organization.
1. Functional completeness
Market platforms are quite heterogeneous in this respect: some deal with vertical areas (e.g., email marketing), others are configured as real marketing platforms more or less complete , with CRM, lead generation & management, lead scoring, social media management, nurturing and landing page functions. Especially for a PMI, the latter case is preferable for two reasons:
for native integrations between the various modules of the platform;
for the availability of different levels of offerings capable of satisfying both non-infinite budgets and future increases in needs.
