6 Features To Look For In A Marketing Automation Platform

Marketing Automation Platform
source (istockphoto.com)

Software for marketing automation is no longer a trend; it is now a necessary tool for small and large businesses. Automation may streamline marketing and sales operations across various channels when applied properly. The appropriate platform selection comes next. Understanding the essential marketing automation capabilities you need is crucial for accomplishing this.

The majority of consumers only associate marketing automation with email marketing. It is one of the best ways to connect with clients, spread your message, make sales, and cultivate trusting connections with your audiences. However, it’s not the only marketing automation capability available to you right now.

To ensure you’re getting the most out of your marketing automation platform, like act on software, it’s crucial to carefully evaluate 6 features when searching for your next automation platform.

It Should Offer Security

Data is sensitive and crucial to an organization. Customers and insider information may be included in this. Thus, it is essential to safeguard your company’s data to guarantee your clients’ Security and contentment. By asking questions like What form of encryption does your company use? Who has access to confidential data? How does your company encrypt the data? Are there any procedures for authentication? You can ensure that your marketing automation platform can deliver Security to your sensitive company and customer data. This is an important feature that you should look for in your platform. 

Lead Management

Another essential component of marketing automation is lead management. It’s a big job for your marketing automation platform to move leads through the complete marketing funnel while transmitting this data to and from your CRM. Another anticipated marketing automation function is lead capture to provide marketing possibilities. This feature turns anonymous website visitors into leads by modifying landing pages with capture forms to attract leads to submit their information. It thus should be offered by your marketing automation platform.

Social Media Automation

Social media automation can track the effectiveness of your social campaigns, respond quickly to customer inquiries, keep your social accounts active, current, and updated, keep track of multiple social platforms from a single dashboard, schedule and push timed posts, and create targeted advertisements. Utilizing social media automation can let you appear to be online constantly and schedule posts in advance, increasing the efficiency of your social media initiatives. Thus, your marketing automation platform should provide a social media marketing feature.


This process is known as segmentation when a brand selects its target market depending on the kind of goods and services it provides. In other words, they choose their target market after considering preferences, behavior, taste, and other variables. Systems for marketing automation should aid in segmenting these databases. Thus, make sure your marketing automation platform helps manage and maintain customer information. 

Event Marketing

Webinar event marketing is a key component of marketing automation. They oversee operations, including registration, post-webinar follow-up, and lifecycle management for webinars. It becomes effortless to automate procedures like sending individual registration forms, reminders, invitations, and follow-ups. They also offer metrics like attendance, registrations, and more.

CRM Integration

As we all know, CRM software has a wide range of capabilities. However, many individuals are unaware that marketing automation and CRM were made to operate together. A potent combination is created by marketing automation technologies that effortlessly interact with customer relationship management platforms.

With straightforward integration features, it is simple to seamlessly sync custom objects and data between the two. To keep that information accessible to your teams, you should be able to stream lead history and other important data from your marketing automation software to your CRM and vice versa. Thus make sure your platform offers the feature of CRM integration. 


Instead of getting sucked into the trap of ‘the latest’ or ‘trending’ capabilities, consider your needs before investing in an enterprise marketing automation platform. Before deciding, test the product’s suitability if a vendor offers trials, conduct surveys, and obtain feedback. To ensure that your marketing automation platform helps you profit the most from the marketing automation process, you should also look for the features described above.