Sometimes small things can make a huge difference – heated handles on a snowmobile, cruise control in a car, a flask in the handle of an umbrella. It’s true that one would not likely purchase these products just because they have those features, but these extras are attention-getting and convenient.
The same is true for marketing automation platforms (MAPs). While attending recent marketing automation platform vendor briefings, I’ve noted several features that, while not groundbreaking, are innovative enough to warrant recognition. Each of these features is offered by only two marketing automation platform vendors, at most.
Jay Famico is the Vice President of Client-Facing Technology at SiriusDecisions. He is a thought leader focused on helping companies gain maximum value from their investments in marketing programs and technology. Follow Jay on Twitter @JayFamico.