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Here’s A Key Mistake That Many Marketing Automation Buyers Make

Too often, I see first-time marketing automation buyers focus too much of their attention on relatively small differences in cost, rather than growing the top-line opportunities that the right automated marketing solution can provide.

For example, for a database of up to 100,000 contacts, most vendors charge somewhere between $2,900 to $3,995 a month. The difference between the lowest and highest-end options is $1,000. When you think about it rationally, that’s not very much — we’re talking one penny a month per contact. Many companies probably spend around $50 for a business-to-business lead.Would you really let $50 slip through your fingers for the sake of one more penny?

You would never buy a Tiffany’s ring and present it in a box from Target, just to save a few dollars, or purchase an expensive piece of art, and put it in a shoddy frame. And yet, many marketers make just this kind of error when comparing the price of marketing automation solutions.