When Is It Time to Switch to a New Marketing Automation Platform?

A good marketing automation platform helps your team work more efficiently and deliver better results. But what if your current platform is actually holding you back? Many marketers stick with tools that no longer match their growth ambitions—often because switching seems complicated.

In this blog, you’ll learn how your current platform could be limiting your growth, how companies like TomTom successfully made the switch, and how to plan a smooth migration.

When Marketing Automation Works Well

A well-functioning marketing automation platform gives your team a solid foundation to work smarter and more efficiently. That means:

• Leads are automatically segmented based on behavior and interests—so you can serve more relevant content.
• Scalable personalization is possible, using dynamic emails, landing pages, and workflows tailored to the customer journey.
• Sales and marketing collaborate seamlessly, with real-time data passed to your CRM so sales knows when a lead is ready.
• Campaigns are easy to optimize thanks to detailed reports and AI-driven insights that show what works best.

If your platform meets all these criteria, you’re in good shape. But if processes feel clunky, costs are rising, or insights are lacking—it might be time to make a change.

When Marketing Automation Doesn’t Work Well

1. Your Platform Isn’t Keeping Up

Marketing and tech evolve quickly. Can your platform keep up?

Common limitations include:

• No AI-powered personalization or advanced segmentation.
• Limited workflow automation makes campaigns cumbersome.
• Slow innovation and few updates from the provider.

A good platform, on the other hand, delivers:

• Automatic lead segmentation and scoring, helping your team focus on high-value leads.
• Smart automation for personalized campaigns.
• A flexible system that grows with your business—without constant need for add-ons.

2. Integration Issues

Your automation platform should integrate seamlessly with your CRM, sales software, and other tools. Poor integration leads to:

• Sync errors with lead and customer data.
• Unnecessary manual work.
• A fragmented customer view, making personalization harder.

• Clean data reduces manual work and minimizes errors—so your team works more efficiently.
• Better collaboration between sales and marketing, with both having access to the same up-to-date info.
• More effective follow-up, improved customer interactions, and higher conversion rates.

3. The Software Is Too Complex or Inefficient

A marketing automation platform should be intuitive and easy to use. If your team struggles with it, you’re wasting valuable time and productivity.

Common signs it’s too complex:

• New team members need weeks of training.
• Building a campaign feels more like coding than clicking.
• You regularly need support for basic features.

User-friendly platforms like HubSpot or Act-On let you manage campaigns efficiently—without technical skills.

Wondering if your current platform still fits? Take the test and find out which platform best fits your organization in minutes.

4. The Costs Outweigh the Value

A high price doesn’t mean high performance. Many companies overpay for features they rarely use.

Common pricing issues:

• Unexpected price hikes with no added value.
• Extra charges for essential add-ons you actually need.
• Pricing based on database size—so you pay more without extra features.

Many companies find that their automation investment no longer matches the value delivered. That was also true for TomTom.

How TomTom Switched from Salesforce Pardot to HubSpot

TomTom faced high costs and poor usability with Salesforce Pardot. They also lacked key features like advanced reporting and intuitive automation.

Switching to HubSpot brought lower operational costs and stronger automation. It enabled faster campaign setup, better lead nurturing, and stronger sales-marketing alignment.

TomTom

No expectations beforehand, but these would have been exceeded if I had them. HubSpot is more customer-friendly and easy to use, even for beginners!

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Is It Time to Switch?

If your automation platform is slowing you down instead of helping—you may need a better solution. A flexible, user-friendly platform can help you:

• Work more efficiently using automation and AI.
• Align marketing and sales for better collaboration.
• Get more value from your campaigns with better insights and automation.

Want to quickly find out which platform fits your needs? Schedule a free consultation with one of our experts!

Discover how technology can accelerate your growth.

Have questions about marketing automation, CRM, or integrations? Together, we’ll find the best solution for your organization.

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