Switching marketing automation platforms is a time-consuming process that can come with a steep learning curve. The problem is, the wrong platform is likely costing you money, customers and valuable time. If your platform is hard to navigate, lacks the integrations you need or isn’t getting you the results you need, it's time to make a switch.
To ease the pain, we’re offering these tips for switching up your martech:
1. Collaborate Interdepartmentally on the New Platform
Successfully choosing and implementing new martech requires input and buy-in from the leaders in each department. Meet with your sales, marketing and IT teams to find out what they like and dislike about your current platform and what features they’d like to see in a new one. When the decision on a new platform is collaborative, staff will be on-board with the final decision before the software is even implemented.
2. Study the New Platform Before Implementation
You’ll get the most out of your new marketing automation software when you’re prepared for the questions employees will have. Fully study and get some practical experience with the software yourself before rolling it out to your team. Provide training to the key employees who will use the software the most and make sure they know how to access ongoing training as they become proficient in using the platform.
3. Analyze Data and Purge All Outdated Material
Take the time to scrub your current martech of data that’s inaccurate or no longer useful. It’s important to migrate only data you can actually use to your new platform in order to start with momentum.
4. Track Your Progress on New Platform Integration
When you’re switching marketing automation platforms, the entire process can feel overwhelming. Break it down into measurable steps and set goals for your progress. Just like a marketing strategy, gathering data on the success of your move to a new software will help keep the entire project under control. When you track progress correctly, you’ll see where your deficits are and what you need to do to improve the process.
5. Know That There Will be Setbacks and Set Up Channels of Communication
With any new software implementation, there will be hurdles. Prepare by setting up communication between your sales, marketing and IT teams in advance. There may be unforeseen scenarios that come to light when the marketing program can't be used with the parameters of your current tech set up, and both departments will have to strategize to solve the problem. Make it clear who the point person is in every department when it comes to the new automation platform and allow the time necessary for these department leaders to meet consistently.
6. Hire an Agency to Help You Make the Switch
If you think switching platforms may require more resources than you currently have, work with a B2B marketing agency instead. Experienced agencies have track records of helping companies switch platforms as part of the onboarding process, and they can make this process as painless as possible for you. Ask whether you can call some of their current clients to find out how the agency helped them make the switch.
Switching marketing automation platforms doesn't have to be a nightmare. With careful planning, solid communication and help from experts, the short-term pain of switching can translate into long-term gains.