However, it’s also important not to get lost in customer data for the sake of it. Data visualization works best when it is relevant to those viewing it . So it’s important the right data is shared with the right audience.
Takeaway: Knowing your audience and what they would like to . Learn from the data is the first step in ensuring you can tell the story to all stakeholders.
5. Can we customize it to meet our needs?
In our report, the ability to customize a marketing platform followed only ease of use as the top consideration for evaluating new solutions.
While there will be an element of customization available in many software-as-a-service (SaaS) products, some organizations demand higher-level customization. This need will typically be because they are running bespoke legacy systems that don’t provide “plug-and-play” integrations or their processes are too niche for “off-the-shelf” software.
Some software companies provide highly customized products – but these will significantly add to the costs of integration and may lead to problems in the future if that software is no longer supported.
Takeaway: When considering if software needs to be customized, you should always ask yourself if it may be easier to adapt your processes. And remember, one of the most dangerous things you can say in business is, “We’ve always done it this way.”
6. Will it scale with our company as we grow?
As your company grows, the last thing you want to do is completely rebuild your marketing stack. So, any software acquisition must not only be capable of managing your day-to-day needs today but also scale with your plans for the future. Consider the amount of data the software can handle, the number of users who can access the system, and the level of sophistication available to companies with ever more complex and ambitious needs.
It’s good advice to plan for the mid-term future and be two or three steps ahead of your organization’s current needs (again, based on your organization’s objectives). You probably don’t need to jump into the deep end with the most sophisticated services until you need them. It’s not unusual or some marketing organizations to utilize only 20% of their available China Business Email List technology. This underuse of resources does not represent good value for money, will significantly add to your costs, and drive down levels of efficiency.
Takeaway: Knowing where the company is headed and how much growth you can expect in the next 1-3 years will help when evaluating a new marketing technology.
7. What do others say about it?
Salespeople have a habit of telling you what you want to hear. Thankfully, there are many opportunities to confirm whether what they’re saying is legitimate and honest.
Turn to your professional network and social media to get some unfiltered opinions. A quick search on Twitter will give you a good idea of other users’ sentiments toward a particular product. A question posted on LinkedIn may reveal a slightly deeper insight as well as provide alternative recommendations.
There are many different comparison sites and buyers’ guides out there. Some of these will be advertising-led. So it will also be best to compare marketing technology based on several different sources.
However, the best recommendation will always UAE Cell Number come from other marketers. Case studies are helpful but will never mention any pitfalls.
Takeaway: Ask potential vendors for trade references who you can speak with directly when evaluating a new service.