There are a few key features to look for when choosing marketing automation tools.
First, you’ll want a tool that offers robust lead capture capabilities. This means that the tool should be able to capture leads from a variety of sources, including your website, blog, social media channels, and so on.
Once leads are captured, the marketing automation tool should have powerful segmentation capabilities so you can target your leads using clear logic, for example by tracking their online behavior, their email clicks, etc.
Additionally, look for a tool that offers visually programmable workflows so you can nurture your leads and gather more information about them over time as they interact with your content and brand.
Finally, you’ll want to choose a marketing automation tool that integrates seamlessly with your other business software applications, such as your CRM, email marketing platform, etc. to make it easy to manage all of your marketing activities from one central location.