The evolution of businesses has been fascinating to watch. From being located in one single room of a house to being able to be accessed from anywhere at any time. The way we work has changed and so have the marketing software platforms we use. As businesses have transformed into digital businesses, marketing software has adapted to fit the way we work today. No longer do we need to be tied to a desk; we can work remotely and interact with clients while ensuring everything is recorded and traceable.

What’s more is many marketing software platforms have changed the way we think about marketing. Before marketing automation, most of the activities performed by business marketers consisted of manual tasks such as cold calling, emailing, and social media posting. With automation, marketing activities can be coordinated, scaled, and managed from one place, resulting in more effective marketing. From lead generation to conversion, engagement to loyalty, and beyond, the possibilities are endless.

It’s important to keep in mind that not all online marketing software is created equal, so it’s crucial to do your research before buying. To help you navigate the world of software, this article will go over the most important things to consider before buying any online marketing software. We’ll cover the essential differences between free and paid versions, functionality, features, and much more.

Features Versus Functionality

One of the most important things to consider when buying online marketing software is the features versus functionality comparison. Essentially, features are the aspects that make a tool unique, for example, a landing page builder that does more than just create a landing page. Functionality is the tool’s core ability to perform a specific task, such as the ability to send emails or create social media campaigns. Keep in mind that not all features are created equal — some may be more valuable than others. An ideal scenario would be to find a tool that has a lot of unique features but also has easy to use interfaces for the most important tasks.

Pricing

Another important factor to consider when buying online marketing software is the price. As business owners, entrepreneurs, and marketers, we want to find a tool that we can afford and that has enough features to meet our needs. When it comes to pricing, most online marketing software platforms are either free or inexpensive, but a lot of value is often attached to their premium tiers. Premium features are normally reserved for large enterprises, so unless you’re working with a large company or are willing to invest in a tool that will meet your needs, it’s important to choose an alternative tool. Remember: you’ll get what you pay for.

Repairs

Last but not least, we have repairs. More and more frequently, marketers are needing to learn to code, create landing pages, and run online stores. Being able to fix something yourself or having access to a technical support team is ideal because it prevents you from spending more money on costly services or upgrades. Most marketing softwaares come with a limited warranty, either one year or two years, which insures you that if you do experience a problem, the vendor will help you fix it for free.

Summary

Hopefully, this article gave you a good idea of what to look for in an online marketing software tool. When choosing an alternative to HubSpot, the CLM tool comes to mind. The tool is easily manageable and affordable, yet meets the needs of most marketers. Additionally, because it’s open-source, you have access to a technical support team if needed. With so much competition in today’s market, finding a tool that does what you need without breaking the bank is essential.