Five Reasons to Migrate from your Marketing Automation Platform

Author: Caroline Schmid | Categories: Oracle | Eloqua, Marketing Automation

There is a spectrum of reasons that companies may choose to change their current Marketing Automation vendor. With the marketing automation industry rapidly changing through mergers, acquisitions and development, platforms continue to advance new and exciting capabilities.

I have heard many reasons that companies have decided to make the switch but here are some things you might want to consider when you are looking at your current solution and if it is the right solution for you moving into the future.

  1. It's all about the Cloud. Marketing teams now want to realize the benefits of the Marketing Cloud and the cross channel capabilities that can give you the capability to market to a customer throughout their journey- across platforms. Once it was looking for the right Marketing Automation fit- now you can broaden your horizons and look at how platforms can integrate within your larger ecosystem. Companies like Salesforce, Oracle, Marketo and Adobe continue to build out their Cloud capabilities, so you can look at not only switching platforms but if you want to add cloud components to your marketing technology stack.
  2. Your Current Platform is too complex. While expansion can often be the goal of some marketing teams, others have complex platforms that they are incapable of using. In these cases, a more focused, simplified solution is a better fit and allows greater agility and faster time to market. Some platforms can be too complex for smaller marketing teams and too difficult to use. If you aren’t getting the full capabilities of your current tool, either look at what you can do to better utilize it, consider a downgrade or look for a tool that has a better user experience.
  3. New features. With development of marketing automation tools, there continues to be an expansion of the features that are available. When you talk to your platform rep, make sure you understand their roadmap and if the features they are planning meet your longer-term needs. It may be time to consider ditching a tool that is not going to meet those needs. Check out their plans around segmentation, reporting, social, CRM integration, mobile, text capabilities or available apps as a starting point.
  4. Bad experience with your current platform or poor service. I often hear and have experienced overall poor performance or service with various marketing automation platforms. With the market flooded with expanding options when it comes to platforms, you don’t have to put up with a bad customer experience or a platform that just doesn’t do what you want it to. Demand better service or look around at other options.

  5. Cost. Whether it is the platform, training, support, integration or contact record fees, Marketing Automation costs can add up. When looking at the underlying platform costs, you should assess the value that you are getting for your money and consider less expensive options that can meet your current needs. Technologies are actively recruiting new customers and are willing to give you perks to consider switching to their platform. Your budget will thank you for it.

If you are considering a migration, do your research, talk to your stakeholders and build a business case. While migration requires planning and forethought, you don’t have to be shackled to your current system if it is no longer meeting your needs. Short-term costs and the additional resources required to migrate can lead to long-term benefits that outweigh the short-term pain.

Read more about migrating your Marketing Automation Platform in my eBook, The A-Z guide to Migration.