1 The 5-Step Buyers Guide to Marketing Automation How to stay ahead of the competition in 5 easy steps
2 In this guide, we ll take you through the 5 steps that will help you select the right marketing automation software for your business: The 5 Steps Do you need marketing automation software? Consider your business requirements Research marketing automation software options Score and rank software capabilities Schedule a software demonstration
3 1. DO YOU NEED MARKETING AUTOMATION? 1. Do you need marketing automation?
4 Do you need marketing automation? If you are considering marketing automation options for your business, with 67% of businesses surveyed saying that they either currently use or will be using in the next 12 months, you are not alone. Marketing Automation Adoption No Plans to use 33% Using Now 41% Adding in the next 12 months 26% Source: Third Door Media, 2014 Marketing Automation Adoption Survey
5 Has the digital age outgrown the current marketing system? With companies now handling a growing number of channels, as well as the influx of big data, this has created a need for a way for companies to systemise their marketing approach. More businesses have started adopting marketing automation software as part of their marketing activities, leaving those businesses that have no automation currently at a disadvantage. 63% of companies that are outgrowing their competitors use integrated automated marketing (The Lenskold and Pedowitz Groups) and with marketing automation set to increase by 50% in 2015 (Sirius Decisions), this figure will only increase.
6 The pros of marketing automation Increase Efficiency Automates time consuming tasks including content creation, targeting, scheduling and lead nurturing to improve productivity and decreases overall time and money wasted. Create better quality leads Identifies the leads that are most qualified for a sales team to contact through analysing prospects demographic and behavioural data. In fact, businesses that use marketing automation to nurture prospects see a 451% increase in qualified leads. (The Annuitas Group). Create more comprehensive prospect profiles Collects data from multiple channels to get a clearer view of prospects behaviour. Improve sales team s effectiveness Improves the quality of the leads nearer the top of the funnel through better lead capturing and lead nurturing, allowing the sales team to concentrate on the prospects they are most likely to make a sale from. Improve lead conversion and ROI Marketing Automation users have a 53% higher conversion rate from marketing response to marketing qualified leads than non-users, and an annual growth rate 3.1% higher than non-users.
7 And some things to consider Time-consuming Implementing marketing automation can be initially complicated and time consuming as a team needs to be trained in how it works Cost Initial cost of marketing automation software can make it difficult to sell to management
8 2. Consider your business requirements
9 What marketing automation features are priorities for your business? The key to choosing the right marketing automation solution for your business is deciding on what tools or features you would most benefit from. This could include a focus on customisable campaign, social monitoring, or just overall ease of use. Most offer basic capabilities for , web tracking and a database, but other options vary, so it is important to list your requirements in order of importance to make sure you make the right choice.
10 And what are your marketing automation goals? What benefits would you like to see from your marketing automation software? An example might be increasing conversion at specific areas of the buyer cycle. Creating achievable goals helps you to keep focus on what is most important to your business, and makes measuring effectiveness later on that much easier. Making the case to management: " If you are not personally the ultimate decision maker in this process, it is important to make a solid case to management. Consider providing a report of how the benefits will out-weight the costs. Outline how your business can achieve specific 6 or 12-month goals. For example, improving campaign ROI, or converting more or higher quality leads.
11 Have you assessed the cost? Like with other areas of the business, the benefits of marketing automation do come at a price. It is important to look at the costs you would incur. This includes set-up, monthly or annual payments and training, as well as potential future costs related to IT or design skills - evaluate whether your business can meet them. Each service provider will offer different pricing levels, so it is important to gage which would be most suitable for your business needs.
12 Have you got the internal skillset required? Both marketing automation training and day-to-day implementation takes time, and it is important to have the right person for the task. This includes both having an understanding and enthusiasm for developing and executing what will be a new business process. Consider who on your team would be most effective at managing the project, and whether you need a singular person or a team to effectively manage the project day-to-day. Consider alternative options: " Would your business benefit more from outsourcing these skills. If so, there are a variety of options for having your automated marketing managed externally.
13 3. RESEARCH MARKETING AUTOMATION SOFTWARE OPTIONS 3. Research marketing automation software options
14 What are your options? Marketing Automation is a growing industry, and as such, there are many options to choose from. It is worth doing some research into which option is best for you. The next few pages provide an outline of 6 of the top marketing automation vendors, with some of their top features and highlighting their target markets.
15 Oracle Eloqua 1921 Gallows Road, Suite 200 Vienna, VA (T) Description Eloqua is the marketing automation software delivered by Vienna-based Oracle. Founded in 1999, Eloqua is one of the longest running tools available. They mainly target larger enterprises, with some of their top clients including ADP, American Express and LinkedIn. Top Features Intuitive visual editor for creating landing pages and web forms Ability to develop personalised microsites, which can greet prospects by name Option to buy eloqua for sales and add-on suite of sales tools including advance buyer profiling
16 Pardot (SalesForce) 950 E. Paces Ferry Road, Suite 3300 Atlanta, GA (T) Description Pardot is Salesforce s marketing automation solution. It was orignally launched in 2007, but was not bought by Salesforce until It currently targets small to midlevel B2B businesses. Some of their top customers are Fujitsu, Black & Decker and Precor Top Features Ability to automate marketing actions based on pre-set rules, directing prospects to content that fits with their profile and interests. Offers closed-loop ROI reporting Competitively priced and no contracts
17 HubSpot 25 First Street, 2nd Floor Cambridge, MA (T) Description HubSpot was founded in 2006, with offices in both USA and Ireland, for their worldwide and European markets respectively. Their target market includes both SMBs and agencies, and their key customers include Alpha Software, Mimio and NEC Corporation of America Top Features Content Optimisation System (COS) with integrated SEO capabilities Easy to use workflow functionality allows users to trigger campaigns and profile and lead scoring changes Includes a social media publishing and monitoring tool
18 Marketo 901 Mariners Island Blvd., Suite 500 San Mateo, CA (T) Description Marketo was founded in 2006, and has offices in California, Portland, Dublin and Sydney. Their target market ranges from mid-market to enterprise B2B and B2C marketers. Their top customers include Chrysler, Harvard Business School and Intel. Top Features Easy to use Integrates with most CRMs Customer Engagement Engine (CEE) that automatically delivers relevant multi-step engagement marketing campaigns
19 SalesFusion One Concourse Parkway, Suite 190 Atlanta, GA (T) Description Sales Fusion launched in 2007 and has offices in Atlanta, Malvern, Seattle and London. They recently acquired marketing automation software, LoopFuse in January, Their target market is B2B SMBs and mid-market companies with up to $500 million in revenues. Their key customers include Baxa, LexJet and CentricsIT. Top Features Detailed analytics pages Integrates with most CRMs Offers event management
20 SilverPop 200 Galleria Parkway, Suite 1000 Atlanta, GA (T) Description SilverPop is based in Atlanta. Originally founded in 1999 as an marketing, and became a SaaS provider of both marketing and marketing automation. In April 2014 it was acquired by IBM. Their target market is broad, including B2B and B2C and ranging from SMBs to Fortune 100 Enterprises. Key customers include Carfax, Mazda and PaperStyle Top Features Strong marketing features Create individual messages based on prospect behaviour Collects comprehensive customer data within their marketing database
21 4. Score and rank software capabilities
22 Marketing Automation Providers Overview Tool Eloqua Pardot HubSpot Marketo SalesFusion SilverPo p Lead Capture Lead Nurturing Lead Scoring 2 values 2 values 2 values 2 values 2 values 2 values PPC/SEO Tracking Event Management Marketing CRM Integration MD, OCRM, SF MD, NS, SF, SU SF MD, SF, SAP MD, SG, SLX, SF, SU Data Management 3 rd Party App Integration Price per month Customer Satisfaction Rating API and app marketplace $ $4000 API and app market -place $ $3000 API and app marketplace $200 - $2400 API and app marketplace $1195 API only $750 - $ CRM Abbreviations: SG (Sage CRM), OCRM (Orcale CRM, SB (Siebel), MD (Microsoft Dynamics), NS (NetSuite), SLX (SalesLogix), SU (SugarCRM) Customer Satisfaction Rating taken from G2 Crowd s Grid for Marketing Automation) MD, NS, SF API only $850 N/A
23 5. Schedule a software presentation
24 What next? Schedule a demo call with your preferred vendor(s). They should take you through the software s functionality and answer your questions, such as how to integrate your software with a CRM and what kind of support you are to expect once you sign up. If there is a feature you would specifically like to see in action, ask for a demonstration. Also, many of the marketing automation providers will have case studies and/or testimonials on their website, but if not, consider asking them to send you one to see more clearly the benefits you could be expected to gain from the service. Free Trials Most software providers will offer a trial of their product before expecting payment (normally 30 days). This is especially important when you need to pay a year up-front, as with most options. If you are unsure of which software to choose from, this might be a good way of trialing the different tools to see how well you get on with the functionality and general usability of the products. Keep in mind however that to effectively use each of the products will take time and training.
25 London 3 rd June GET TICKETS Marketing Automation Live Get the tools and strategies you need to transform your business
An Introduction to Marketing Automation Simon Harvey Managing Director Demodia GmbH Agenda Introduction What is Marketing Automation? Vendor Overview Using Automation Successfully Case Studies About Me
B2B Marketing Automation Platforms 2014: A Buyer s Guide A Digital Marketing Depot Research Report Table of Contents Scope and Methodology...3 Marketing Automation Software Market Overview...4 Table 1:
Synposis: Over the last year Marketing CoPilot has been doing research on automation in order to better serve our clients and help our community. We have used, integrated and demo d many automation solutions
Contenders Leaders sys Scale Campaign aign Monitor Niche High Performers Satisfaction Email Marketing Products Products shown on the Grid for Email Marketing have received a minimum of 10 reviews/ratings
Microsoft Marketing Automation Software Comparison /Reviews White Paper [Type the document subtitle] Jackson Lane 7/7/2014 Marketing Automation Software Comparison/Reviews: The best marketing automation
A Guide to Marketing Automation How Has B2B Marketing Changed? B2B marketing has undergone a significant shift in recent years. Buyers are able to take more control of the buying process by undertaking
STATE OF B2B MARKETING AUTOMATION 2015 Research Report - April 2015 WHO WE SPOKE TO Given the increasing pressure that B2B marketers are facing in meeting sales revenue objectives, it is not surprising
Table of Contents Interested in what marketing automation can do for your marketing and sales teams? Peruse through our CMO Toolkit to get information about the marketing automation capabilities that you
Marketing Automation Why It Makes Sense Big Data for Small Businesses Compare Business Products 2013 1 Table of Contents Introduction... 3 What is Marketing Automation?... 3 Reasons to Start Using Marketing
Email Marketing Automation and Analytics Are You Getting the Most out of your Website? Asheville Chamber of Commerce Nov 11, 2014 Overview Marketing Funnel Objectives of Online Marketing Free Analytics
2013 2013 Marketing Automation Study Study A WINSPER A BLACK REPORT INK REPORT winsper EXECUTIVE SUMMARY Marketing is no longer a profession of only ideas, creativity and words. It is becoming more and
1 About the Author: Rodrigo Fernandez STRATEGIC MARKETING PROFESSIONAL Rodrigo is a seasoned marketing professional with over eight years of experience in brand development, digital media, marketing automation,
NuSpark Marketing An Introduction to Marketing Automation The process; The content; The benefits www.nusparkmarketing.com, @nusparkmktg About NuSpark Marketing emarketing Firm focusing on lead generation,
[ Maximize your lead generation efforts ] Automate Lead Scoring and Nurturing in Four Quick Steps A white paper by Pardot Executive Summary Two great truths among B2B marketers are that they are chronically
Are you misinformed? The truth about marketing automation for enterprise brands The rise of content marketing means that successful marketers need to target their messaging with more precision than ever
MARKETING AUTOMATION & YOUR CRM THE DYNAMIC DUO Everything you need to know to create the ultimate sales and marketing tool. Table of Contents Introduction...3 Chapter 1: What Is Marketing Automation?...4
Solving Common Sales & Marketing Problems Using Marketing Automation Software (MAS) by Ann Stanley, Managing Director What is Marketing Automation? A software platform used for automation and integration
Top Trends in Marketing Automation and How Vendors Are Helping SMBs to Capitalize on Them Executive Summary and Table of Contents Laurie McCabe, Partner Sanjeev Aggarwal, Partner December 2014 1 SMB Group,
Email Marketing and Marketing Automation in Complex Buying Processes Email Marketing and Marketing Automation in Complex Buying Processes 1 Introduction We often hear the question: How is Marketing Automation
Automate Lead Scoring and Nurturing in Four Quick Steps www.pardot.com 2008 Pardot, LLC. All rights reserved worldwide Executive Summary Two great truths among B2B marketers are that they are chronically
SERVICE OVERVIEW Technology meets Marketing meets Business Processes Whether you are responsible for sales, marketing, IT, an entire country division, or the whole company, you want to be successful and
Benefits of using Marketing Automation Software as part of your content marketing strategy Ann Stanley Managing Director of Anicca Digital @AnnStanley @aniccadigital #ecommercial15 Our brands Generating
THE BIG EASY GUIDEBOOK TO MARKETING AUTOMATION The essential guide to EASILY creating sophisticated, automated marketing programs that drive revenue 2009 Marketo, Inc. All rights reserved Forget the Hard
Marketing & Sales Integrate for the Ultimate ROI How CRM & Marketing Automation are the tools to help Winning and keeping customers requires modern data tactics. Marketing must deliver value with every
1 CLOSED-LOOP REPORTING MODASSIC MARKETING 2 CONTENTS HOW CLOSED LOOP MARKETING WORKS 8 WHAT YOU NEED TO SET UP CLOSED-LOOP MARKETING 19 BECOME A BETTER MARKETER BY CLOSING THE LOOP 25 HOW TO FIX A BROKEN
1 THE ULTIMATE BUSINESS GUIDE TO LIFECYCLE MARKETING AUTOMATION How to Track Your Customers from Strangers to Evangelists 2 FOREWORD By John Beveridge Lifecycle marketing automation is a process by which
Using SugarCRM for a Lead Generation and Inbound Marketing Hub.4.19.12 Copyright 2012, echogravity, Inc. Webinar Series 1. Today: Using SugarCRM for a Lead Generation and Inbound Marketing Hub 2. MAY 3:
SMB On-Demand CRM Comparison Guide January 2012 Overview Vendor Product Target Environment SMB Team/Department Basic Pricing How To Buy Year Founded Financials Partner Eco System Premium Edition Yes Yes
MARKETING AUTOMATION: A Proven Way to Become Indispensable TABLE OF CONTENTS MARKETING GETS A MAKEOVER... 4 AUTOMATION IN ACTION... 4 ADVANCING MARKETING AUTOMATION TO THE HIGHER UPS... 5 MONEY TALKS...
INTRODUCTION AND SUMMARY OF KEY FINDINGS The following report is based on a Web survey conducted in August, 2008. We have assembled input from sales and marketing decision makers within all ranks of medium
1 Ways that Digital Marketing + Big Data = Sales Productivity The best global companies are transforming the way they market and sell. Here s how! Evolves into Digital TOP 10 about us MarketBridge is a
Buyer s Guide: Evaluating Content Marketing Solutions Evaluating Content Marketing Solutions 2 Executive Summary Across industries, companies are looking for smarter ways to attract and engage customers
Customizing and Integrating NetSuite CRM The Essential Guide 1 INTRODUCTION What s in this Guide This guide is meant to help business who are using NetSuite CRM, specifically around implementing, customizing
SURVEY Digital Marketing Practices at Asset Management Firms SUMMER 2015 Copyright 2015. Kurtosys. All rights reserved Executive Summary Introduction In 2012, Kurtosys conducted a survey amongst investors
WHITE PAPER CRM and Marketing Automation Integration for the Ultimate ROI The B2B sales and marketing landscape has changed tremendously. Marketers no longer gather copious amounts of leads and hand them
Marketing Automation Survey www.target360.com - email@example.com - 0845 519 6244 Executive Summary Almost nine out of ten marketing automation users consider such software to be a worthwhile investment.
Impact Radius lowers lead cost under $4 by increasing conversions by 59% and content consumption by 188% in minutes! CASE STUDY The Challenge Impact Radius is a global leader in cross channel marketing
The Predictive Marketer Episode 1 Published: October 8, 2015 [In Episode One of The Predictive Marketer, we're joined by Maria Grineva. Maria is the co-founder and Data Scientist at Orb Intelligence, a
Lead nurturing: Using email marketing to convert a prospect into a sale Patrick Zuluaga Director PMZ Marketing Have you heard this before? Email does not work for customer acquisition but rocks for customer
Contenders Leaders Market Presence Parature Zendesk Desk.com Freshdesk Kayako IssueTrak TeamSupport HappyFox Niche High Performers Satisfaction Help Desk Products Products shown on the Grid for Help Desk
MARKETING AUTOMATION PLAYBOOK 2014 Nestor Galina, 2009 Madison Logic. 2014 EXECUTIVE SUMMARY Marketing Automation has gotten a lot of recognition lately and for the right reasons. Marketers should be asking
Investor Presentation June 2016 SharpSpring, Inc. investors.sharpspring.com NASDAQ: SHSP Safe Harbor Statement The information provided in this presentation may contain forward-looking statements within
What is CRM and how can it help my business? Customer Relationship Management (CRM) systems can transform your sales effort. They can improve your sales closure rate and give you, as a business manager
Powering Marketing Transformation The Five Tenets of Modern Marketing in Financial Services and Insurance Targeting Engagement Conversion Analytics Marketing Technology THE FIVE TENETS OF MODERN MARKETING
INTRODUCTION AND SUMMARY OF KEY FINDINGS The following report is based on a Web survey conducted in August 2008. We have assembled input from sales and marketing decision makers from medium and large enterprises.
Sage CRM Targeted Marketing Effectiveness Gaining a deeper understanding of your customers and their buying behaviour is critical in today s competitive marketplace. Sage CRM provides powerful tools for
10 TIPS FOR ACCELERATING YOUR PIPELINE Accelerate the Funnel The average sales cycle length has increased 22% over the past five years due to more decision makers being involved in the buying process (SiriusDecisions).
CRM Buyers Guide If you have any questions, please call +46 8 59038010 where one of our analysts will be happy to help you understand your options and find a good solution. Introduction CRM solutions provide
The Spark Small Business Guide: Graduating from Email Marketing to Marketing Automation MARKETING AUTOMATION is technology that allows you to nurture leads through automated campaigns. Because marketing
Web Marketing Automation Buyer s Guide www.pardot.com 2008 Pardot, LLC. All rights reserved worldwide Introduction to Web Marketing Automation Systems What is Web Marketing Automation? A marketing automation
Integration of Demand Generation Tools with Customer Relationship Management White Paper Integration Series May 2010 Page 1 of 9 CONTENTS 1. Overview... 3 2. Market & Introduction to Products... 4 Vertical
Introduction Today s B2B marketers know that prospects are checking out their products or services online long before talking to them in person. According to SiriusDecisions, a leading sales and marketing
FOUR EMERGING MEDIA TRENDS B2B MARKETERS CAN T IGNORE Read this e-book before planning your 2014 media budget 1 THIS USED TO BE SO EASY For many enterprise software and services companies that specialize
CREATE A MARKETING PLAN IN 10 EASY STEPS WORKING OUT A PLAN Building a marketing plan is a lot like the first time you go to a gym. There s some apprehension, some indecision, and as a whole you may not
- THE EXECUTIVE GUIDE TO ENTERPRISE INBOUND MARKETING - THE EXECUTIVE GUIDE TO ENTERPRISE INBOUND MARKETING Digital Marketing Strategies, Trends and Best Practices for Today s Enterprise Executive Content
THE CHANNEL GUIDE TO MARKETING AUTOMATION, PRM & CRM Table of Contents 3 Acton 4 Eloqua 5 Hubspot 6 Pardot 7 Relayware 8 Salesforce 9 Planet Group 10 TRee house interactive 11 Up to market 12 zift solutions
[Type text] 3/23/2012 HMI USING SOCIAL MEDIA EFFECTIVELY TO MAKE THE MOST OF YOUR FARM BUSINESS Contents What Is Inbound Marketing?... 2 Part I: Introduction to Inbound Marketing... 3 Part II: Get Found
B2B GUIDE TO MARKETING AUTOMATION ebook 2014 INTRODUCTION In a world of accelerated technological convergence, media channel integration and a marked shift of control to the consumer, there is an acute
Marketing Automation RFP and Planning Guide A Publication of 2 An RFP should help your company identify the right partner to support your marketing goals for many years to come. Finding the right marketing
The Marketing Automation Value Guide Transforming Your Business with Pardot, B2B Marketing Automation by Salesforce Building a Business Case for Marketing Automation A quarter of all B2B Fortune 500 companies
GET AHEAD OF THE MOBILE HERD 5 BEST PRACTICES FOR MOBILE-OPTIMIZED MARKETING ebook The THE race RACE to TO mobile MOBILE has HAS become BECOME a stampede A STAMPEDE The rate of mobile adoption has eclipsed
Ten Tips for Best Practice Lead Management Only 25% of new leads are sales-ready. 25% are disqualified. How do you handle the remaining 50%? The Answer: Lead Management Lead management is the ability to:
Choosing the Right Marketing Automation Vendor for your Agency Marketing Automation CHOOSING THE RIGHT MARKETING AUTOMATION VENDOR FOR YOUR AGENCY 7 questions to ask while researching your options to ensure
Conversica Backgrounder Conversica is the leading provider of sales conversion management software for marketing, inside sales and sales organizations. Presented as a customized online persona, the application
Lead Scoring for Success A practical guide to achieving better results with lead scoring Lead Scoring The Growing Need for Lead Scoring The Growing Need for Lead Scoring A company s website is still one
Setup Users & Roles All users are setup within Marketo with the appropriate roles and permissions. Smart Campaign Settings Limit set to abort smart campaigns if number of qualified leads exceeds this limit
Demand generation the practice of driving awareness and interest in a brand s products and services isn t new, but modern techniques for demand generation certainly are. Visionaries like Seth Godin have
Marketing Report 2013 survey results Sponsored by Yesler Software Shortlist Maximizer Hanley Wood Introduction B2B buyer behavior has been changing dramatically over the last few years as buyers become
Intro to marketing automation the importance of the database Mark Patron 12 th May 2014 Agenda What is marketing automation? Marketing automation applications Case studies 2 Evolution of marketing automation
1 2 3 Mishel Justesen @nerdofdesign.com Ok, you know us. Now let s get to know everyone in the audience. 4 Mishel Justesen @nerdofdesign.com 5 Mishel Justesen @nerdofdesign.com 6 Mishel Justesen @nerdofdesign.com
wowanalytics WHAT IS LEAD GENERATION? Lead Generation: the beginning... In today s business market, generating new business is becoming increasingly difficult. With attention space scarce, companies need
Inbound Marketing Report for Anchor Computer Systems September 2015 Introduction First of all, thank you very much for your time on the phone last week. The information we were able to gather will prove
Is Your Lead Gen Funnel Top Heavy? White Paper Randy Brown Marketing Communications, Inc. White Paper Is Your Lead Gen Funnel Top Heavy? Did you ever fill a funnel with a liquid faster than the contents
2013 CRM BENCHMARK REPORT THE NUMBERS TO BUILD A FINANCIAL BUSINESS CASE FOR CRM November 2012 THE BOTTOM LINE Companies continue to invest in CRM technologies because they deliver significant return on
Data Sheet Eloqua Social Suite Integrate Social directly into your campaigns with just a few mouse clicks. Product Description B2B organizations recognize that social channels represent an increasingly
White paper Choices in Marketing The term marketing automation is deceptive it suggests a clean, intuitive and straightforward way of generating, monitoring and cultivating your customer base. In reality
HOW TO IMPROVE SALES PRODUCTIVITY in 5 steps 1 HOW TO IMPROVE SALES PRODUCTIVITY IN 5 STEPS HOW TO IMPROVE SALES PRODUCTIVITY in 5 steps TABLE OF CONTENTS INTRODUCTION: The New Customer Buying Journey...
Buying, Using and Integrating NetSuite By About This guide is meant to help business considering implementing NetSuite. Regardless of whether you re a small business implementing a CRM or EPR for the first
Targeted Marketing Effectiveness with the Sage 200 Suite Gaining a deeper understanding of your customers and their buying behaviour is critical in today s competitive marketplace. The Sage 200 Suite provides
Find your next client. Dave Currie CMO, The List I CEO, Catapult Email: firstname.lastname@example.org LinkedIn: linkedin.com/in/catapultdave Main: 404-350-0600 Direct: 404-564-2436 New Business Productivity Tools