Choosing the right marketing automation platform is a significant decision that can have long-lasting effects on your business. With numerous options on the market, each promising to streamline your marketing processes and boost ROI, it’s easy to get caught up in the excitement.
However, rushing into a contract without careful consideration can lead to unexpected costs, unmet expectations, and ultimately, a tool that doesn’t meet your business needs.
Before you commit to any marketing automation platform, it’s crucial to ask the right questions. These questions will help you assess whether the platform aligns with your specific goals, integrates well with your existing systems, and provides the support and flexibility you need as your business grows.
Here are 10 critical questions that should be at the top of your checklist when evaluating a marketing automation contract.
1. What Are the Core Features, and Do They Align with Our Needs?
When evaluating marketing automation platforms, it’s essential to start by identifying your business’s specific needs. Different platforms offer a wide range of features, but not all of them may be necessary for your business.
For instance, if your primary focus is on email marketing, then features like a drag-and-drop email builder, automation workflows, and segmentation tools should be high on your priority list. On the other hand, if lead scoring and nurturing are crucial for your sales process, ensure the platform offers robust CRM integration and lead management capabilities.
The importance of aligning the platform’s features with your needs cannot be overstated. According to a study, 59% of marketers highlight that having the right features is the most critical factor in selecting a marketing automation tool. To avoid paying for unnecessary bells and whistles, ask the vendor for a detailed breakdown of the features included in the contract.
Cross-reference these with your must-have features list to ensure there’s a strong match. This approach helps in selecting a platform that will support your marketing goals without overwhelming your team with unnecessary complexity.
2. How Scalable Is the Platform?
As your business grows, so too will your marketing needs. What begins as a requirement for basic email automation might quickly evolve into a need for multi-channel marketing, complex workflows, and advanced analytics. It’s crucial to choose a platform that can scale with your business, offering the flexibility to add new features, users, and integrations as your needs change.
Scalability is not just about handling an increased workload; it’s also about ensuring the platform can adapt to new marketing strategies and technologies as they emerge. A report found that 77% of businesses consider scalability a key factor in software selection, emphasizing the importance of future-proofing your investment.
When discussing scalability with a vendor, inquire about how the platform can accommodate growth. Does it support additional integrations as your tech stack evolves? Can it handle increased data volume without performance issues?
Also, be sure to ask about any additional costs associated with scaling the platform, such as fees for adding more users, accessing premium features, or increasing data storage capacity. This information will help you assess whether the platform can support your long-term marketing strategy without becoming a financial burden as your business expands.
3. What Is the Total Cost of Ownership?
When considering a marketing automation platform, it’s important to look beyond the headline subscription fee and consider the total cost of ownership (TCO).
The initial cost may seem manageable, but hidden expenses can significantly increase your investment over time. These hidden costs can include setup fees, training expenses for your team, ongoing maintenance, and costs associated with software upgrades or adding new features. Research indicates that these hidden costs can add up to 25% of the total investment in a marketing automation platform.
To avoid unexpected financial strain, request a detailed cost breakdown from the vendor. This should include all one-time and recurring expenses, as well as any potential fees for future upgrades or additional services.
Understanding the full financial commitment upfront will help you budget more accurately and ensure that the platform remains a viable solution for your business in the long term. It’s also wise to inquire about any discounts for long-term contracts or bundled services, which could reduce your overall costs.
4. How Does the Platform Integrate with Existing Systems?
A marketing automation platform is only as effective as its ability to integrate seamlessly with your existing systems. Whether it’s your CRM, content management system (CMS), email marketing tools, or analytics software, integration is crucial for ensuring that data flows smoothly between platforms, providing a unified view of your marketing efforts.
However, integration challenges are common; a study found that 57% of marketers identified integration as a major hurdle when implementing marketing automation.
Before signing a contract, ask the vendor how their platform integrates with your current tech stack. What specific systems does it support? Will you need additional connectors or middleware to enable integration?
Understanding the technical requirements and potential limitations upfront can prevent costly delays or performance issues down the line. Additionally, inquire about any associated costs with integrations, as some platforms may charge extra for API access or custom development work to ensure compatibility.
5. What Level of Customer Support Is Provided?
No matter how user-friendly a marketing automation platform claims to be, there will inevitably be times when you need assistance—whether it’s during the initial setup, when troubleshooting an issue, or as you explore advanced features.
The quality and availability of customer support can significantly impact your experience and the overall effectiveness of the platform. According to a survey by HubSpot, 93% of customers are likely to make repeat purchases with companies that provide excellent customer service, highlighting the importance of strong support.
When evaluating a marketing automation platform, it’s essential to understand what customer support options are available. Ask the vendor about their support channels—do they offer 24/7 support, or are there limited hours? What are the typical response times? Are you assigned a dedicated account manager who understands your specific needs and business context?
Additionally, inquire about the availability of training resources, such as webinars, tutorials, and documentation, which can help your team maximize the platform’s potential. Comprehensive support ensures that you can quickly resolve issues and continue to leverage the platform effectively, making it a critical component of your decision-making process.
6. What Training and Onboarding Resources Are Available?
The success of your marketing automation platform hinges on how well your team can utilize it. Even the most feature-rich platform will underperform if your team isn’t properly trained to use it effectively. A common pitfall is the lack of adequate training, which can lead to low adoption rates and underutilization of the platform’s capabilities. According to a report by CSO Insights, companies that invest in ongoing training see 50% higher adoption rates compared to those that don’t.
When evaluating a marketing automation platform, it’s essential to ask about the training resources provided during onboarding. Does the vendor offer webinars, tutorials, and hands-on support to help your team get up to speed?
Additionally, inquire about the availability of ongoing training as new features are rolled out. Continuous learning is vital in ensuring that your team can leverage the platform’s full potential as your marketing needs evolve. Having access to a comprehensive training program can significantly impact the overall success and ROI of your marketing automation investment.
7. What Is the Contract Length, and Are There Any Exit Clauses?
Understanding the terms of your contract is crucial before making a long-term commitment to a marketing automation platform. Long-term contracts can be risky, especially if your business needs change or if the platform doesn’t meet your expectations.
It’s important to evaluate the flexibility of the contract and what options are available if you need to exit early. Are there penalties for early termination? Are there specific clauses that allow you to cancel the contract if the platform fails to deliver the agreed-upon service levels?
Flexible contracts can be beneficial, offering you the opportunity to reassess your needs periodically without being locked into a long-term commitment.
Asking these questions upfront ensures that you have a clear understanding of your obligations and the potential risks involved. It also provides peace of mind knowing that you have options if the platform doesn’t align with your evolving business requirements.
8. How Secure Is the Platform?
Data security is a critical consideration when choosing a marketing automation platform, especially given the increasing number of data breaches that can result in severe financial and reputational damage.
According to research, the average cost of a data breach in 2022 was $4.35 million, highlighting the significant risks involved. When evaluating a platform, it’s essential to ask the vendor about the security measures they have in place to protect your data.
Key security aspects to inquire about include data encryption, access controls, and compliance with industry standards such as GDPR. These measures are designed to protect sensitive customer information and ensure that your business remains compliant with relevant regulations.
Additionally, it’s important to understand the vendor’s process for handling data breaches should one occur. How quickly do they respond to breaches? What steps do they take to mitigate the damage? Having clear answers to these questions can help you make an informed decision and protect your business from potential security risks.
9. How Are Updates and New Features Managed?
As your business evolves, so should the tools you use to support it. Understanding how a marketing automation platform manages updates and the introduction of new features is crucial for ensuring that your investment remains valuable over time. Some platforms automatically include updates and new features in your plan, while others may require additional fees or manual upgrades.
When evaluating a platform, ask the vendor about their update schedule—how frequently are new features released, and how are they communicated to users? It’s also important to understand whether your team will receive training on these new features, as this can impact how effectively they are implemented.
A platform that provides regular, hassle-free updates with comprehensive support ensures that your marketing efforts remain cutting-edge and aligned with the latest industry trends. This approach not only keeps your operations running smoothly but also maximizes the long-term value of your investment.
10. What ROI Can We Expect, and How Will It Be Measured?
Investing in a marketing automation platform is a significant decision, and like any investment, it should deliver a strong return.
Before signing a contract, it’s essential to have a clear understanding of what kind of return on investment (ROI) you can expect and how it will be measured. ROI can also include improvements in efficiency, lead generation, customer engagement, and overall marketing effectiveness.
Ask the vendor for case studies or examples of similar businesses that have successfully used the platform to improve their marketing outcomes. This can provide valuable insights into the potential ROI for your own business.
Additionally, discuss how the platform’s analytics and reporting features can help you track key performance indicators (KPIs) and optimize your strategies over time. A platform with robust reporting capabilities allows you to continually measure and refine your approach, ensuring that you achieve—and possibly exceed—the ROI you were promised.
By focusing on measurable outcomes, you can make informed decisions that drive growth and maximize the impact of your marketing efforts.
Setting Your Business Up for Success
Choosing the right marketing automation platform is a decision that requires careful consideration. By asking these critical questions, you can ensure that you select a solution that not only meets your current needs but also supports your business as it grows and evolves.
If you’re looking for a marketing automation platform that answers all these questions with confidence, consider Go Online Now Automation Software.
Designed with flexibility, scalability, and comprehensive support in mind, Go Online Now offers a robust suite of tools tailored to help businesses maximize their marketing ROI. Explore how Go Online Now can be the right partner for your business and ensure your marketing automation investment delivers the results you need.
