By CIOReview | Thursday, August 29, 2024

Legacy marketing automation vendors raised the cost of new contacts and seats, capitalizing on their established workflows, connectors, and customizations. These suppliers are frequently rigid in their terms and give inadequate roadmaps, creating concerns about the utility of these collaborations.

Fremont, CA: CFOs are investigating the financial environment of technology companies more thoroughly, putting enormous strain on marketing teams.

The market now offers challengers improved capabilities, user-friendly interfaces, and integrated reporting and analytics at a reduced cost. While the advantages are obvious, the perceived complexity and effort of moving remain major problems. Here is a look at the new capabilities and the effort required to make the move.

Data Integration and Management

Data is the foundation for marketing automation. When assessing new platforms, emphasize strong CRM integration and customer data platforms. New platforms provide straightforward CRM interactions, contrasting legacy systems' arduous methods.

Furthermore, integrated CDPs in modern platforms improve data management, decreasing errors and saving time. This consolidates platforms, improving insights and market response.

Reporting and Analytics

Legacy reporting technologies frequently fail, forcing the use of alternative platforms such as Tableau and Looker. Modern marketing automation solutions include advanced reporting and analytics, making data administration and analysis easier.

These technologies are easy to use, allowing team members to develop insights independently. Integrating reporting capabilities into a single platform makes switching less frightening, resulting in rapid, trustworthy analytics.

Enhancing Performance with Analytics and Testing

Because of system complexity, many legacy marketing automation system customers only run rudimentary email campaigns. Non-legacy systems enable marketers to select and segment their audience using customer data within a journey builder.

This enables marketers to easily create behavioral campaigns, perform A/B testing, and make optimizations. Marketers may realize their most creative ideas when data access is no longer a constraint.

Future-Proofing

Given most providers' long-term commitments, evaluating their roadmap success and future direction is critical. Newer systems, generally built on modern stacks, swiftly incorporate new features in response to user feedback. Features such as native customer chat improve data collecting and engagement precision. The AI capabilities of these platforms significantly outperform conventional systems, increasing productivity while enhancing performance.

Cost Management

Renegotiating with legacy suppliers can be frustrating owing to rising expenses and strict pricing tiers. In contrast, challengers provide flexible, competitive pricing and profit from decreased operational costs thanks to cloud designs.

Compliance and Security

Compliance is becoming increasingly challenging at numerous levels. A reliable vendor should natively support high compliance standards. A simple test is to shortlist challengers based on some of the most stringent standards, such as HIPAA and SMS procedures. This ensures a solid compliance basis and simplifies the evaluation process.