How to pick the right marketing automation service

PJA Advertising + Marketing began its search for a marketing automation platform by establishing the agency's goals. Knowing that lead generation and advancement were the reasons for acquiring the software helped the company create a short list, writes Greg Straface. So did creating a list of requirements for the platform and testing platforms against actual campaign scenarios. "Don't be afraid to ask for features that are only available in a higher-priced tier," Straface advises.

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