If you are searching for a marketing tool that integrates channels, databases, and processes, you need to stop. It doesn’t exist.
The magical solution that puts everything you need at your fingertips is a myth. The salesperson describing his or her turnkey solution that allows you to integrate all of your marketing is selling you smoke and mirrors. A tool that eliminates the need for all others doesn’t exist.
Marketing requires different tools for different activities.
Finding the best ones for your business is a process. You have to test them to see what works. Investing any time in a one-stop shop is a waste of time. The better option is to optimize the tools that work. Here are some steps to help you along the way:
- Learn how to use all of the functionality in the tools you are currently using.
- Identify the tools that work best for each marketing activity.
- If they need integration with other processes, find the hooks that allow it.
- Use the hooks to connect multiple tools.
- Identify necessary functions that aren’t currently available.
- Look for tools to provide the missing functionality.
- Test new tools until you find what you need.
- If the new tools have redundant functionality, compare the old with the new.
- Choose the one that fits your business best.
- Repeat as needed…
Four traps to avoid:
- Choosing a tool without testing because it works for another company.
- Creating so much ownership that no one wants to give up a tool.
- Long-term financial commitments to resolve short-term problems.
- Expecting a tool to provide a fully automated experience.
