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Trying to navigate through the various new social media categories, blogs, sharing sites, and social media firms is an absolute mess. This depiction of the digital marketing landscape was shown at a Buddy Media event marking the launch of the social marketing software agency's new suite of measurement tools.
If you work in a marketing role, on a daily basis you’re likely bombarded with webinar invites, ebooks, cold emails, phone calls, and other such tactics from various software-as-a-service (like Uberflip) sales and marketing companies. Facebook contests and campaigns are powerful ways for brands to engage with customers in social.
In the long list of software options that can help your business, Marketing Automation is near the top.
Quite often they’re right.These tools can range from companies peddling marketing automation, CRM, analytics, inside sales management, social media monitoring, content marketing, digital advertising, etc. Toallow these files to properly run you need to download and installone of the Zend guard run-time libraries.
But the issue remains – it sucks trying to figure out which tools you actually need, even with the all-mighty free trial in play. There’s too much confusopoly at play in determining how products and services differ amongst sales and marketing tools. This is a true sign of high competition in the space as SaaS-based marketing tools are taking off.You can’t spend all day attending webinars, having screen-share demos, and otherwise investigating an endless number of tools. So how do you know which tools you should actually explore, and how should you go about exploring them? Ask AroundSounds simple but the most effective way to break through the clutter is to simply ask the people you trust.


My experience is that marketers love to share information and to generally talk shop, so the best way to get the no-BS perspective about the tools you’re considering is simply to ask.2. Sure, as a marketer I understand the strategy in pricing for longer terms, but often signing a yearly contract means that your Sales Rep has little motivation to help you post-sales. Put it on the shoulders of your Sales Rep to ensure that you’re a successful customer for them. If the tool is good it shouldn’t matter what your contract looks like as you won’t want to find an alternative solution.3.
Get a sense for how quickly they respond to customer issues, how much LOVE their customers truly have for them, and what the general perception seems to be.
Enter your email below to join The Future Buzz community of more than 25,000 passionate marketers, bloggers, developers and entrepreneurs across platforms. You’ll more than likely get a mixture of rave reviews and never ending complaints from a select few, so try to determine what the true story is.
Ask For ReferencesThis is easy for the vendor to accommodate; they should have dozens of happy customers ready to tell the world how much they LOVE the tool.
I spent the last 10 years in an Independent Software Vendor (working closely with organisations like Autodesk, Oracle and Tele Atlas). There is typically no single software solution that meets the needs of all your customers, so you need to understand the value you can offer to a range of customers with your software. Keep in mind that a reference will most likely have positive perceptions, so push them for more detail. Make them understand your business, and allow them to then convince you that they understand why you came to them and how they can help you.6.


Engage in a Trial Only When You’re Almost ConvincedQuite often, and depending on the complexity of integrating a tool with your existing infrastructure, conducting a trial takes as much work and effort as if you were already a customer.
So, don’t sign up for every free trial under the sun as you’ll be wasting your time, and the time of the vendor. Spend the time to understand the tool, involve the right tech people needed to make it work, and work closely with the vendor’s Sales or Success team to make it successful.7. Know the Competitive LandscapeIn doing your evaluation, you should always be benchmarking one tool vs another. There are rare instances when there really is only one option, but you still need to do some research to get to that conclusion.
Next, get your Sales Rep to tell you the differentiators between their product or services, and that of a competitor.
A good Sales Rep will not talk down a competitor, but should have good breadth of knowledge to understand their competitors and what the main points of differentiation are.Ultimately, having the right tools is an important aspect of any sales and marketing role so make sure you give the process the attention it deserves. Don’t make the mistake of choosing the biggest name or going with the most aggressive Sales Rep.
Give yourself time to structure an appropriate process for selecting and implementing tools that will make your business more efficient and scalable.Close XWant Social Media Today updates in your inbox?




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