All in one vs. best of breed automation tools – what should your small business opt for?

With so many marketing automation tools out there, it’s not always easy to choose which one is right for your business.

So, what should you consider during your decision-making process?

There are best of breed platforms that focus on specific elements, and then, there are all-in-one tools that cohesively manage your CRM, automate emails, social media posts, and maintain metrics in one place, like smoove.

In an effort to make the decision easier for you, we’ve compiled a list of reasons why we think all-in-one automation tools that integrate with your CMS (content management system) and marketing automation strategy can benefit small and medium-sized businesses.

Let’s take a look:

1. Personalization Made Easy

95% of marketers who implement personalization report an increase in conversions. Everyone is vying for your customer’s attention, so if you can send a message that directly captures their eye, you’re one step ahead.

While it’s possible to take best of breed automation tools and integrate them within your CMS for personalization purposes, the ease of doing so is not as simple as when your automation tool is all-in-one. When pairing separate systems, the ability to personalize content is only limited to the areas where you embed the code from your automation platform. However smoove makes integration with platforms like WooCommerce, Magento and Shopify easy so that you can maximize your customer’s journey through personalized content based on their actions.

When your tools work together, you can use landing pages and opt-in forms with automated email marketing to personalize content and send tailored messages to your audience. For example, if a customer interacts with an email or a form on your site, you can automate another message to be sent that addresses their next logical step. Or, if a customer abandons their cart, let smoove do the talking with an automatic email reminder to finish the checkout process.

All-in-one automation platforms take out the legwork and saves your sales team time by creating a workflow process that is carried out by the system. All you have to do is set up how you want it to work.

In this way, you can grow your relationship with each consumer as if they are your sole customer – making them feel important adds value and builds trust, and in turn, loyalty.

2. Simplified Training / Single User Interface

Businesses spend a lot of time and money on training, especially new employees. Regardless of your employee retention rates, every new technology requires a learning curve.

While some are easier than others, a major benefit of using an all-in-one automation tool means that the onboarding and training is siloed to one product. Training comes in the form of product demos, video tutorials, chatbots, support tickets and customer service hotlines. Having one user-interface means that all your teams, from marketing to sales to developers, can access the same tool for their purposes.

Your employees will be happy to know that all of their customers’ metrics and information can be easily found, stored and updated in one place.

3. Single Customer Service Point of Contact

In the same vein as employee training, using an all-in-one tool means you have a dedicated team of experts, and most likely, a single point of contact that manages your business’ account on behalf of the marketing automation platform.

So, any time there is a problem, you have a case file for your business that is updated which makes diagnosing and solving problems highly efficient. Your team members can easily build a relationship with the marketing platform’s support experts to establish a trustworthy relationship.

4. Tracking/Metrics- Holistic Customer View and Data

Marketing comes down to knowing your customers and anticipating their needs. With an all-in-one platform, it’s really easy to track and implement campaigns across platforms and see metrics in one view.

Since customers like to interact with brands in their preferred setting, whether it be via email, websites, SMS messaging, or social media, an all-in-one system treats each customer individually and can measure their engagement across any outlet in a single view.

Therefore, when you want to create customer journey mapping to send out automated messages via email or social media to guide a customer to the next step in the sales funnel, you can bring back reason #1 and personalize content by knowing to whom to send what message.

Wrap Up

It’s important to note that all-in-one marketing automation tools may not be the right fit for your business. But, you can easily decide by defining and prioritizing your goals, assessing your team, and outlining your budget.

If saving time and implementing an easy-to-use automation platform sounds good for your business in its current stage, then an all-in-one marketing automation tool may be the perfect fit.

With a bird’s eye view of each customer that allows you to drill deeply into data, measure ROI on marketing efforts, highly personalize content, and allow all of your team to access information in a single interface, all-in-one tools offer businesses of all sizes an opportunity to attract, nurture and retain happy customers.

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