Common Mistakes Businesses Make When Choosing

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A marketing automation platform (MAP) is any software that automates marketing activities. The platforms normally provide automation features across email, social media, lead gen, direct mail, digital advertising channels and their mediums. The tools provide a central marketing database for marketing information so communication can be targeted using segmentation and personalization.
There is a great return on investment when marketing automation platforms are implemented correctly and fully leveraged; however, many businesses make some fundamental mistakes when choosing the platform for their business. Here are the Country Email List ones that I continue to see: Mistake 1: MAP Is Not Only About Email Marketing When marketing automation platforms were first developed, the central focus of most was automating email communications.



Email is an inexpensive channel with a great ROMI where businesses can track and report their performance. However, email isn’t the only medium anymore. Marketing is about sending the right customer the right message at the right time – and MAPs enable this. Example: I recently assisted a client to run their webinar leveraging their marketing automation platform. From pre-event registration, event day check-in, to the post-event follow-up – it was an automated process across both email and direct mail channels. An email marketing automation platform alone wasn’t going to help us meet our objectives.