Marketing automation: switch or optimize? Here’s how to make the right choice

Marketing automation forms the foundation of many digital marketing strategies. But over time, almost every organization faces the question: should we keep optimizing, or is it time to switch to a new platform? Both options have a major impact on your marketing, processes, and budget. This blog explains when optimization is the best choice, when switching becomes necessary, and how to make the right decision for your situation.

When is optimizing your marketing automation the best choice?

Optimizing means getting the most out of your current marketing automation platform by improving processes, campaigns, data, and integrations. This is often the best choice if your current system still fits your needs, but you’re not yet using all its features or the setup is suboptimal.

Optimization is ideal when your team isn’t fully comfortable with the platform yet, so training and process improvement can already yield great benefits. Even if your data structure and integrations work well, but your campaigns aren’t delivering the desired results, optimization is a smart move.

Optimization is also less disruptive and more cost-efficient than migration, making it attractive for organizations with limited budgets or capacity. By focusing on segmentation, personalization, workflow automation, and data analysis, you can often achieve major improvements.

Optimization requires a continuous improvement cycle, where you regularly measure, analyze, and adjust to make your marketing automation more effective. It’s a pragmatic approach that helps you achieve results quickly without the risks and costs of a migration.

Practical situations where optimization makes sense:

• Your platform offers the needed features, but results are lacking due to suboptimal setup, limited segmentation, or insufficient personalization.
• Your team is only using a portion of the available features; training and process optimization can yield immediate results.
• Your data and integrations are solid, but campaigns aren’t yet optimized.
• You want quick wins without major investments or long implementation processes.
• Your organization has limited capacity or budget for a full migration.

For organizations that are satisfied with their platform but want to get more out of their existing investment, optimization is often the most logical first step.

When is switching (migrating) to a new platform the best option?

Sometimes the limitations of your current marketing automation platform are so significant that optimization is no longer enough. Switching to a new platform is then the best — and sometimes only — option to achieve your marketing goals and stay future-proof.

This is especially true when your current system no longer grows with your organization, such as lacking support for new technologies like AI-driven personalization, advanced segmentation, or multichannel campaigns. Integration issues with systems like CRM, sales tools, or analytics can also lead to inefficiencies and fragmented customer views. If user experience is too complex, adoption remains low, or the cost-benefit balance is off, migration can be financially and operationally more attractive.

Scalability is also key: if your data structure becomes more complex due to growth, international expansion, or new business models, and your platform can’t handle it, switching becomes necessary. Vendor lock-in and slow innovation from your provider can limit flexibility and reduce innovation potential. Migration requires thorough preparation, a solid data audit, and involvement from all relevant teams, but it gives you the opportunity to tailor your marketing automation to your current and future needs.

Practical situations where migration is the better choice:

• Your platform no longer supports the functionality needed for growth, personalization, or multichannel campaigns.
• Integration issues cause manual work, errors, and incomplete customer views.
• The user experience is too complex, reducing adoption and productivity.
• The cost-benefit ratio is off due to high license fees, expensive add-ons, or unexpected price hikes.
• Your data structure or organization is growing, but your platform can’t handle the scale.
• Your vendor lacks innovation or you’ve become too dependent on one provider.

Let’s talk further!

The choice between optimizing and migrating depends on your ambitions, the state of your current platform, and your organization’s ability and willingness to change. Optimization is ideal if your current platform still fits your needs but could be used more effectively. Migration is necessary if your platform is holding back growth, no longer integrates, or is no longer financially viable.

Want to discuss your situation? Feel free to contact us for a free consultation!

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