Zoho Marketing Automation is Best in Class for Small and Medium Sized Businesses
Use Cases and Deployment Scope
The reason that we procured Zoho Marketing Automation over five years ago was
to support, manage, and grow our group travel program. At that time, we had
hundreds of groups traveling on our train and we managed the process using
excel documents. Obviously, the process was time-consuming and involved no
automation. Once we onboarded Zoho Marketing Automation into our organization, it allowed us to
place web forms onto our website, which triggered email responses and workflows
that, due to the automation, increased our efficiency immediately. As
development continued, we developed workflows for approvals to their trips,
internal reporting, group travel surveys, and finally having opportunities to
invest in marketing the program.
Pros
- Web forms that integrate easily into a website.
- Email workflows that are triggered based on status.
- Scheduled reporting.
Cons
- Some of the field mappings between Leads and Deals are not always perfect.
- Social media interactions are not captured (i.e. you cannot make a case from a post)
Likelihood to Recommend
I could not begin to think of a situation where marketing
automation is not appropriate, particularly for small and medium-sized
businesses that often times are challenged with fewer resources. Lead
generation, customer acquisition, conversion, and reselling all require the
consistency and fluidity that marketing automation can provide. For Capitol
Corridor, we are limited by the capacity of our trains, so we cannot oversell. By
doing so, we would lose business. And we’ve leveraged marketing automation to
help us manage our train capacity as well as create transparency in our service
available to help close deals successfully.
