Marketing is undergoing a major change. Inbound marketing and the shift to online is forcing marketers make changes to their marketing infrastructure. This means a reduction in agency design fees and trade publication advertisements in favor of marketing software to boost lead generation and lead management.
Marketing Automation tools should be part or a larger inbound marketing tools set. When looking specifically at marketing automation features, marketers should keep these five key features top of mind.
5 Essential Features Of A Marketing Automation Platform
1. Click Tracking – It may seem simple but one of the core functions of a great marketing automation system is click tracking. As a marketer you need to understand the click-through rate for the links in your marketing automation campaigns. More importantly you need the conversion events attributed to marketing automation campaigns if they triggered the conversion as oppose to another source like direct traffic.