The right customer engagement platform can bridge the gap between collecting data and actioning it in real-time. And the best platforms can help marketers build deeper relationships with their customers by providing visibility over the entire customer journey, empowering the team to act on customer behavioral intelligence.  

But how do you know which platforms will help you enhance automation, accelerate campaign creation, and deliver powerful results? Start by asking vendors the right questions.  

In this article, we’ll explore some of the features you should be asking about before choosing a customer engagement platform.  

Understanding behavioral data 

• What type of behavioral data does the platform collect and analyze? 

Leading platforms capture and analyze behavioral data across all owned channels which helps marketers get a full view of the customer journey without complex integrations. Look for platforms that build simple granular segments, automate personalized messages based on behavioral events, and capture context about the customer journey with real-time behavioral analytics. 

Data activation and multichannel journeys 

• How is behavioral data activated for better decision-making? 

Look for solutions that have user-friendly dashboards so you can easily get insights. Best-in-class platforms also offer data activation capabilities so your team can track changes in a customer’s interests and experience, target audience segments that are most likely to convert, or create holistic customer profiles using first-party behavioral data. 

• How does the platform support multichannel marketing journeys? 

While email is the most common marketing channel, choosing a platform that facilitates seamless marketing across email, mobile, SMS, and other channels is essential. Choose a platform that helps you capture zero-party data and build campaigns around customer preferences, create brand-consistent campaigns across channels, and identify underperforming campaigns. 

Enhancing real-time visibility 

• What kind of visibility does the platform provide into the customer journey? 

Full visibility into customer interactions is essential and choosing a platform that offers real-time data on how customers engage with marketing efforts across various touchpoints is key. Look for solutions that allow you to respond to buying signals in real-time, assess behavior over time (not just by session), and provide help you see the customer journey from their first connection all the way to the present. 

Increasing efficiency 

• How will the platform help the marketing team get more efficient? 

Be sure to look for a platform that leverages AI to help the team streamline campaign creation, generate insights without an IT ticket, scale segmentation, and enhance personalization. 

When looking for a MarTech platform, make sure to ask the right questions – after all, choosing the right platform can unlock your full customer engagement potential. To get the full list of questions to ask when you’re choosing a platform, get the guide, Harness your customer engagement potential: The top 8 questions to ask your vendors.