Marketing teams must decide between a marketing automation platform (MAP) or an email delivery platform based on thorough assessment of their business needs, staff capabilities, and available resources. The process begins by reviewing the current marketing system to determine if it meets the organization’s requirements as it grows. Key factors include required capabilities like CRM integration and social media management, the importance of inbound vs. outbound marketing, and whether detailed reporting and lead scoring are necessary features for effective marketing strategies.
Email is an essential tool for marketing teams across sectors and industries. Most of these teams rely on email delivery or marketing automation platforms (MAP) to send emails.
To evaluate whether your marketing organization needs a full marketing automation platform (MAP) or an email delivery platform, you must comprehensively assess your business needs, staff capabilities, management support and financial resources.
Marketing automation is often a solution for rapidly growing companies that need to scale their efforts. If data in multiple databases can't be consolidated, it may be time to investigate marketing automation.
Determine if inbound marketing (e.g., social media, blogging, SEO) is more important to your organization than outbound (email, SMS). Analyze reporting and analytics for better decision-making.
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