Marketing automation
Campaigns, funnels and the machinery that runs them.
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Add a productThe platform question
Marketing automation sits between email, CRM and analytics, and every vendor draws the border differently. Some are email tools with branching. Some are databases with a marketing layer on top.
Decide which system owns the customer record before you buy, because the wrong answer here means duplicate data and permanent reconciliation.
What the workflow builder can actually do
Conditions, waits, splits, goals, exits. Test the workflow you already run today, not the demo one, and pay attention to what happens when a contact enters twice.
Cost drivers
Contacts, sends, workflows, seats, and sometimes API calls. The bill grows with your list whether the list performs or not, so ask what happens to unengaged contacts and whether you can archive them cheaply.
Integrations
Native beats connector, connector beats manual. Check that the tools you rely on are supported directly, and check what syncs both ways rather than one.