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• According to marketing land, almost 4000 companies are now part of marketing technology landscape.
• New companies, technologies and innovations are being created almost daily.
• We’ve put together a list of 10 major considerations when choosing technology tools for your agency.
Introduction
Basic 10 considerations
1. Support2. Scalability3. Technology4. Testimonials5. Setup and integration6. Learning curve7. Cost8. Bug threshold9. Updates and new products10. Partnership opportunity
1. Support
• Have a team readily available to address your needs.• Every minute you spend on service is a minute taken
away from being able to make timely deliveries.• Choose an agency that understands this and responds to
your requests as quickly as possible.
• The needs of an agency grows with the needs of their current or new clients and with trends in the market.
• Choose a single platform that could have all the features you need today and further down the road.
2. Scalability
3. Technology
• Provide the best marketing services to your clients.• Make a list of what you need, the “nice to haves” and
what you may need in the future.• Compare different platforms and find the software that
meets or exceeds your requirements. • Use sites like g2crowd to read reviews and side-by-side
comparisons of software platforms.
4. Testimonials
• Read reviews before you choose the software.
• Keep in mind that not all reviews are completely accurate.
• Read through all positive and negative reviews for good balance.
5. Setup and integration
• Read the fine print carefully.• Many tools require significant time and /or cost at
setup.• Review these details as it manages your
expectations about the process, and helps you avoid choosing a tool that requires more technical expertise than you have on your team.
• The right tool will be one that strikes a balance between setup costs and time, price, features and service.
6. Learning curve
• Carefully evaluate the complexity of the new software and the training needed when choosing the right one.
• This also relates to the set-up fee, as it makes a big difference if training your employees is included in the initial costs and time required.
• For leaner organizations, or those with less technically skilled members, easing the learning curve is an important factor in the decision making process.
7. Cost
• Many marketing platforms offer a low-cost, entry level package to win new clients who may not be ready or able to invest much.
• Consider your current and projected marketing needs when choosing a platform.
• As your company grows, you could lose time and money switching to a new platform because the larger packages are beyond your budget.
7. Cost
• Some major factors to consider when evaluating the features and volume you may need now, and in the future, include:– Number of contacts.– Number of outbound emails.– Number of users.– Number of domains and pages you’ll want to track.– Marketing per impression; ex: limits on your popups or landing page views to a
certain number per month.
8. Bug threshold
• The largest enterprises have bugs for a team of quality assurance managers to fix.
• Be concerned with the threshold of bugs because finding bug free software is impossible.
• This basically means how often you find them, and how quickly the QA team cleans them up.
• Bugs are very serious as they slow down your work for clients and could result in lost business.
• Technology never stays the same, as new things are invented and introduced almost daily.
• Make sure you choose a platform that continuously rolls out updates and new tools.
• Look at other companies blog posts and announcements about software updates.
• Test out the software to assess how often updates are made and evaluate if the tools were improved, if there’s free trial.
• Test drive a few platforms to get a sense for which feel modern and which seem outdated.
9. Updates and new products
• Choose a platform that values you as a partner.
• Work with a team that understands when you grow, they grow.
• Look for software companies that provide partnership opportunities.
10. Partnership opportunity
Partnership benefits include: • Dedicated support and customer service.• Premium product rollouts.• Training.• Phone support.• Commission or reward for referring clients.
10. Partnership opportunity
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