Companies should ensure their marketing automation tools integrate well with existing technologies 

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 02, 2020, 2:11 PM UTC

The right marketing automation platforms can help businesses stay ahead even in the changing climates.

This piece argues organisations should evaluate their marketing automation stack to meet their unique needs and focus on long-term growth strategy. Businesses should ensure the tools they use offer flexibility and integrate well with other existing technologies like CRMs.

Businesses can make a marketing road map and check if their current marketing automation tools align with their future growth plans. While the integrated stack should attract new customers, it should also enhance existing relationships to deliver outstanding customer experience.

The automation tools should focus on multiple touchpoints along the customers’ journey to maximise the sales funnel. Businesses should also look for models that offer more value, like active contacts, instead of investing in expensive platforms based on database size.

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[4 minute read]