Finding effective marketing automation software is like finding a needle in the haystack! It’s a jungle out there, and you are out to find your own Tree of Enchantment!
The trouble is – there is no single Tree of Enchantment! Anyone who has been using automated marketing tools for some time would agree on this. There is no single marketing tool that performs all the marketing functions efficiently. Solutions exist for a small group of operations but not the entire marketing cycle.
Kartra Cost comes close – it is one of the best all-in-one automated marketing tools in the market. The trouble is – the cost of Kartra Cost. doesn’t come back nearly as fast as you would want it to. It burns a hole in your pocket and no CMO would blindly bet all his/her money on Kartra Cost!
The alternative is dipping your feet into multiple rivers at once i.e. distribute your work among several marketing software. In this case, access management, interoperability, and management of licenses is a massive overhead.
For a CMO, the idea of an all-in-one marketing platform sounds intriguing. In this article, we explore why such a tool is of prime importance to small businesses and B2B companies.
Should you consider an all-in-one marketing platform?
As Solomon Timothy suggests on Forbes, companies tend to wait for someone to adopt the technology for them. I’d say this partly stems from the fear of change and partly from budget and time constraints.
As Solomon points out, multi-billion dollar companies are jumping on to the digital marketing bandwagon. In this fast-evolving industry, small businesses would really be swimming against the tide, if they didn’t proactively automate their marketing operations.
Companies must assess what suits their own growth plan. Gone are the days when Yellow Pages was the sole marketing channel and cold calling/emailing yielded returns more than enough for a good profit. They have to look at current tools and hire external help (i.e. a Digital Marketing agency) if needed.
The terrain of marketing technology is bumpier than ever Martech Landscape
As of 2020, there are approximately 5000 tools under the term “marketing technology”. This number is up from about 150 tools in 2010 (source). That’s an increase of over 3000% in just 10 years!
When you bring SaaS into the mixture, you open a whole new can of worms. Hiten Shah, the co-founder of QuickSprout, has demonstrated this “problem of having too much” on his SlideShare deck titled Rise of All-in-One SaaS. (This is one of the most comprehensive researches on the SaaS market, go ahead and take a few minutes to read it).
I really liked the way how he brings in startup funding into the picture. He starts by showcasing how the US startup funding rounds have bubbled up from 2005 to 2020. These startups have added to the current ocean of SaaS tools for mobile.
Don’t let the number of choices fool you. While companies love having options, too many of them will confuse anyone. There is SaaS for marketing, SaaS for sales, and SaaS for various product development divisions too. It’s like being served so much food that you can’t eat it!
There is a whole deluge of data that is available to marketers these days. The advent of marketing SaaS has only given rise to more of this data.