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3 Must-Have Features in Your Marketing Automation Tool 🚀

So, you have been bucking under the marketing tech stack you have built by sticking together a bunch of apps and services with scotch tape. Sendgrid for emails, Firebase for notifications, Mixpanel for analytics... things working well enough but not in tandem to give you the results that your brilliant marketing strategies are capable of.

A single marketing automation tool which does everything will be plenty useful but navigating the world of marketing automation tools can be a tad overwhelming, right? With so many tools out there with dozens of options and features, how do you select one that's (Chef's Kiss) "Perfect"? Fret not!

Here are three non-negotiable features your tool should absolutely have:

1. Bi-Directional CRM Integration

Why It's Gold: Imagine your marketing tool and CRM dancing in perfect harmony. That's bi-directional integration for you! It ensures that any activity in one platform instantly reflects in the other.

Real-World Magic: Tools like HubSpot and Salesforce shine here. Their seamless integration means your marketing campaigns are always powered by the freshest customer data.

2. Advanced Lead Management

Why It's Gold: It's like having a magnifying glass over your leads. Features which provide a 360-degree view of your leads and customers like lead profiling, behaviour tracking, and lead scoring.

Real-World Magic: Adobe Marketo is a champ in this arena. Adobe Marketo Engage has advanced lead management that lets you track and understand your audience, thereby helping you craft campaigns that hit the bullseye.

3. Omnichannel Marketing Capabilities

Why It's Gold: Your audience is everywhere - email, social media, mobile. A tool that can reach them across all these channels? That's the dream!

Real-World Magic: Adobe Campaign is a stellar example. It pulls together cross-channel customer data into a single view and then puts it to work to create personalized cross-channel campaigns that meet customers where they’re at.

While these technical features are important, these non-tech aspects will significantly impact your experience:

  1. Cost-Effectiveness: You should be able to afford it over a long period of time. These tools mostly charge according to your MAU. The pricing should not burn a hole in your pocket as your business grows.

  2. Integration Simplicity: You are not going to change your complete tech stack for your automation tool. It should work well with your existing ecosystem of tools. Opt for tools known for their hassle-free integrations.

  3. Ease of Use: No matter how next-level the feature of an app is, it's useless if it is not easy to use. The ideal situation is where you are spending time executing effective campaigns rather than figuring out how the app works.


The right marketing automation tool doesn't just simplify tasks; it amplifies your marketing efforts. So, when you are evaluating multiple tools to find the right one, keep these features top of mind.

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