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Marketing Automation - Gleanster Research CheatSheet:
Marketing Automation - Gleanster Research CheatSheet:
Marketing Automation - Gleanster Research CheatSheet:
Marketing Automation - Gleanster Research CheatSheet:
Marketing Automation - Gleanster Research CheatSheet:
Marketing Automation - Gleanster Research CheatSheet:
Marketing Automation - Gleanster Research CheatSheet:
Marketing Automation - Gleanster Research CheatSheet:
Marketing Automation - Gleanster Research CheatSheet:
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Marketing Automation - Gleanster Research CheatSheet:


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What marketing automation is …

What marketing automation is
How marketing automation works
Definitions of common jargon and acronyms associated with marketing automation
Common out-of-the-box features in marketing automation tools
How to justify investments in marketing automation
How much marketing automation tools cost
Essential pre-purchase tips and tricks to maximize an investment in marketing automation

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  • 1. What’s a CheatSheet? Entire content © 2014 Gleanster, LLC. All rights reserved. Unauthorized use or reproduction prohibited. Note: This document is intended for individual use. Electronic distribution via email or by posting on a personal website is in violation of the terms of use. Gleanster Research produces two types of CheatSheats: ÆÆ Concept CheatSheats: Explaining the nuances of a key concept. ÆÆ Technology CheatSheats: A comprehensive guide to a technology. CheatSheats offer a quick and consumable overview of a key concept or technology. Our analysts develop these with one goal in mind; explain the concept or technology as if you were talking to your grandmother. It’s the quickest way to get acclimated to emerging business terms and impress your colleagues and your boss with practical insights at your next meeting. Technology Cheat Sheet Marketing Automation InsideaTechnologyCheatSheet The Technology, Defined What’s does it do? Industry Jargon & Acronyms Features & Functions Pricing Justifying the Investment Before You Buy Compliments of: This CheatSheet is made available compliments of: Gleanster is a new breed of market research and advisory services firm. Its analyst reports highlight the experiences of Top Performing organizations; why they invest in technology, how they overcome challenges, and how they maximize the value of their investments. Marketing automation is one of the fastest growing categories of technologies supporting marketing. Marketing automation was originally designed to support a complex business-to-business (B2B) sales cycle where the buying cycle could stretch out for many months and demand multiple touches by marketing and sales. The tools help nurture and qualify opportunities in the pipeline to drive sustainable revenue growth. For this reason, marketing automation initially gained traction in software, financial services, manufacturing, and professional services industries. But the nature of the technology and the ability to automate highly relevant marketing communications based on prospect behavior makes it ideal for customer acquisition and customer retention. As a result, marketing automation continues to gain traction in B2B and B2C organizations of all sizes. However conservative estimates would suggest adoption is still low relative to the number of organizations that would see tremendous value from these technologies. Marketing automation was originally designed to help nurture and qualify prospects in a complex sales cycle. The tools offer a unified platform to engage customers over time and route highly qualified opportunities to sales at just the right time (through integration with CRM). Core channels that are native to marketing automation include email, landing pages, social media, and web analytics (in some cases mobile and paid search). The tools facilitate digital multi-channel communications (mainly via email, landing pages, website analytics, and social media) with target audiences to collectandaggregateindividualcustomer data across different engagement channels. What really makes marketing automation tools compelling (and where the “automation” really comes into play) is the ability to configure business rules that can trigger and initiate communications with prospects at just the right time, over just the right channel, with just the right message, without manual intervention from marketers. In essence, marketing automation tools help marketers automate more intimate relationships to identify new revenue opportunities, gain visibility into the effectiveness of marketing spend, and unite marketing and sales in the common goal of maximizing profit for the organization. What can you do with marketing automation tools? Send outbound email campaigns to a list of recipients. For B2B companies marketing automation can fully replace a stand-alone email marketing tool from a feature function standpoint. In a B2C setting with high volume email requirements (millions of emails a year), stand-alone email marketing tools are generally more adept at handling large volume email communications and managing deliverability. • Capture leads online via landing pages created and hosted by marketing automation. • Configure campaigns that can include multiple channels such as a landing page, social media, and email communications. These campaigns can be configured to send over time or delivered when prospects take The Technology, Defined What does it do?
  • 2. Technology CheatSheet: Marketing Automation 2 Entire content © 2014 Gleanster, LLC. All rights reserved. Unauthorized use or reproduction prohibited. Note: This document is intended for individual use. Electronic distribution via email or by posting on a personal website is in violation of the terms of use. COMPLIMENTS OF: a certain action. Campaigns are configured from a single interface so performance data is also available across the holistic campaign. • Define business rules to take action based on prospect behavior in an email or landing page. • Automatically deliver an email when a prospect takes a specific action through business rules inside of marketing automation technology (for example, the prospect clicks inside an email, registers online, views a webpage, or visits a landing page). • Track and monitor prospect behavior in social media channels. • Prioritize leads by assigning an aggregated score (lead scoring) to each individual prospect in your customer database. The lead score is aggregated for every known prospect (and customer) in a marketing datamart and represents the individual’s “propensity to purchase.” Prospect behavior can add to or subtract from the individual lead score which is updated in near real time within marketing automation. For example, if a prospect visits a website multiple times in a given timeframe and fills out a form, they would receive a higher score than someone who just visited the site once – this behavior should differentiate a hot lead from a tire kicker. When the prospect reaches a specific score threshold business rules in marketing automation tools can automatically route the prospect to CRM for sales follow-up. • Out of the box integration between marketing automation and popular CRM providers give sales reps full visibility into high priority leads routed by marketing automation. Marketing automation can also facilitate sales alerts via email or trigger notifications inside of CRM. • Configure a landing page online that captures information on new leads and automatically adds them to a series of onboarding emails to nurture and educate them before reaching out via sales. In many cases our survey respondents will indicate they don’t use marketing automation and they are capable of achieving some of the above bullets without these tools. Disconnected and fragmented tools may allow marketers to accomplish some of the above, but they probably can’t facilitate automated business rules around nurturing the relationship and routing leads to sales AT JUST THE RIGHT TIME. Sales has finite time and resources, so you only want them focusing on the leads that are real short-term opportunities. Marketing automation provides the most efficient and streamlined means of building personalized cross-channel relationships with prospects via whatever channel they choose. As such, the easiest way to tell if marketing automation could improve the pipeline is to talk with sales and find out if reps really value the leads coming from marketing. Are leads educated? Do marketing and sales bicker about each other’s performance? That’s a sign of friction in the process. Marketing automation can help shine a light on poor marketing communications, inefficient lead qualification, and sales performance. It’s about accountability and improvement in the right areas. In most cases, the organizations that need these tools the most don’t recognize they have a problem until it’s too late. A rose by any other name would smell as sweet – so says Shakespeare. Marketing automation tools have been known by a variety of different names, but in all cases the features are identical. The marketing automation space is rife with acronyms and confusing classifications. Here are some you might run into when researching marketing automaton investments. Marketing Automation This is a fairly generic term and is often used by email marketing and campaign management providers, which further confuses things. In general, marketing automation tools have three defining characteristics: they are multi-channel, they offer lead scoring, and they tightly integrate with CRM to bridge the gap between sales and marketing. Revenue Performance Management Primarily used by the larger players in the space (who target large enterprise). This term was used to spearhead the first IPO in the industry and it stuck. It’s a very appropriate term because the tools aren’t limited to automating marketing, they effectively optimize revenue performance by aligning marketing and sales efforts. But typically budget holding individuals are marketers, and most marketers don’t think of themselves as revenue performance managers. So most players still position around the term marketing automation. Gleanster covered the term in a full Gleansight benchmark report knowing that users may run into the concept and therefore should know what it means in the context of a purchase decision. Revenue Performance Management can be defined as the process of tracking and optimizing all marketing and sales contacts through the customer life cycle. RPM systems provide a unified view of the entire revenue cycle, from initial lead generation through customer growth and retention. This distinguishes them from Industry Jargon & Acronyms
  • 3. Technology CheatSheet: Marketing Automation 3 Entire content © 2014 Gleanster, LLC. All rights reserved. Unauthorized use or reproduction prohibited. Note: This document is intended for individual use. Electronic distribution via email or by posting on a personal website is in violation of the terms of use. COMPLIMENTS OF: earlier marketing automation products, which were primarily limited to lead acquisition and nurture. Lead Management Originally these capabilities were known as lead management technologies because they did just that, managed leads for B2B organizations. But as adoption spread across B2B and B2C it became obvious a more generic term like “marketing automation” was appropriate. Lead Management = Marketing Automation. Digital Marketing Platforms Digital marketing platforms are a very generic way of describing any platform that facilitates digital marketing communications. It’s sort of like a blanket way of describing any digital marketing system; email marketing, campaign management, marketing automation. Campaign Management Campaign management technology primarily refers to business-to-consumer platforms. These technologies typically don’t have lead scoring capabilities or integration with CRM. They would manage any form of large or small marketing execution across online and offline channels from a centralized platform. Demand Generation Technology Demand Generation and Lead Management were used interchangeably for a few years. Demand Generation Technology = Marketing Automation. Marketing and Sales Alignment Only a handful of players positioned themselves around marketing and sales alignment. All marketing automation solutions address marketing and sales alignment so if you run into this term, it’s largely a byproduct of marketing automation. If used appropriately marketing automation will help drive accountability in marketing and sales. Marketing Automation Platform (MAP) – For a short while, MAP was used interchangeably with marketing automation. Omni-Channel Campaign Management A platform for executing campaigns across channels such as email, social media, landing pages, mobile, etc. May or may not include lead scoring; if it does include lead scoring it’s the same thing as marketing automation. Cross-Channel Campaign Management A platform for executing campaigns across channels such as email, social media, landing pages, mobile, etc. May or may not include lead scoring; if it does include lead scoring it’s the same thing as marketing automation. Lead Classifications The nature of marketing automation demanded a holistic view of the marketing and sales cycle. An new discipline has emerged whereby leads, prospects, and opportunities are granularly qualified to determine where they are in the buying cycle, what type of content to send to them, and when they should be passed to sales. As such, a handful of terms have been widely adopted by B2B marketers that ultimately classify a leads propensity to buy. Inquiries These are leads or prospects with unknown buying intent, a percentage inquiries will be transformed into MQLs using content generated by marketing. These individuals are not ready to talk to sales. Marketing Qualified Lead (MQL) – MQLs are leads that are ready to be engaged by sales, but Sales needs to accept or validate that they are educated. Sales Accepted Leads (SAL) Sales validates the MQL lead is qualified and begins engagement. Sales Qualified Leads (SQL) The lead is validated as an opportunity and enters the pipeline. Buying Cycle The buying cycle is different from the sales cycle because it is focused on demand generation. There are four stages in the buying cycle: attention (does the buyer know she has a problem?), interest (does the buyer want to solve the problem), desire (does the buyer want to learn more about how you can specifically help solve the problem), action (the buyer is educated and ready to talk with sales). The Sales Cycle The sales cycle is the series of stages a typical customer goes through when deciding to buy something. Usually the sales cycle is described from the customer’s perspective to articulate how a company will engage at various stages. Sales cycles are sometimes expanded to include the buying cycle at the top of the funnel. The features within marketing automation have largely become a commodity with little differentiation from vendor to vendor. What does change is the robustness of these features. For example, every marketing automation tool has lead scoring capabilities, but some allow for very advanced scoring criteria which is designed for complex enterprise environments while other solutions have simple scoring configuration designed Features & Functions
  • 4. Technology CheatSheet: Marketing Automation 4 Entire content © 2014 Gleanster, LLC. All rights reserved. Unauthorized use or reproduction prohibited. Note: This document is intended for individual use. Electronic distribution via email or by posting on a personal website is in violation of the terms of use. COMPLIMENTS OF: for a company that is new to marketing automation or too small to use more advanced features. Ask vendors for a trial of the system before you buy, but be prepared to leverage the system in full by adding the tracking code to your website. The tracking code is a tiny snippet of HTML that goes on the website pages you want to track within marketing automation. Tracking codes will give you basic information about website analytics, but more importantly, they are used in lead scoring algorithms to determine when and how long prospects visit the site. Usually, cookies will help track anonymous visitor behavior and later append this data with the user after they identify themselves on a form. In general, you are looking for a solution that your organization feels comfortable using (and of course one that integrates with your CRM platform). Be sure to get buy-in from everyone who might be expected to engage with the platform (or at least make sure the tool can sufficiently meet their needs before making the final investment). Ease of use is a very subjective criteria and the tool will generate a faster return on investment if the full breadth of features are embraced sooner rather than later. Below is a list of common features you will find in Marketing Automation solutions: Email Marketing Email marketing campaigns are a core offering in marketing automation, and to a certain degree email is the main engagement channel for executing campaigns. While marketing automation tools offer multi-channel engagement (via social media and landing pages) these channels are typically used to trigger email campaigns or capture email addresses. Marketing automation tools make stand-alone email solutions obsolete and, as a result, you can completely replace legacy email tools with marketing automation. Users can create templates to generate personalized emails from the system or import email lists from trade shows, print advertising, CRM and other sources. Emails can also contain trackable links to system-generated landing pages. • Email Templates – Most solutions come pre-configured with email templates. • Email Preview – View how your email will render in various email clients and mobile devices. • Deliverability Monitoring – Vendors will monitor IP addresses to ensure they aren’t blacklisted. • Certified Email IP – You can certify your IP address to maximize deliverability. • A/B Testing – Compare two variables such as the subject, creative, or copy by sending a test to a sub-population of users. • Dedicated Email IP – Usually you pay extra for dedicated IP addresses. • Delivery Tracking – Notifications when emails are delivered and/or opened. • Drip Email Marketing – Create a time-based drip-marketing campaign. • Image Validation – Ensure images will display properly across ISPs. • Link Validation – Verification that links are working before emails go out. • Offer Optimization – Create offers and let the system determine which offer is most appropriate based on pre-configured business rules. • Scheduled Emails – You can schedule when emails will get sent based on day of the week, time of day, etc. • Spam Analysis – Check your emails for spam before you send them. • Triggered Emails – Trigger communications based on user behavior. • WYSIWYG Email Design – A WYSIWYG (What You See Is What You Get) interface for simple configuration of HTML. These things tend to be temperamental in marketing automation for some reason so expect some level of testing and optimization across email clients. Also, some will only work in certain browsers such as Firefox, Chrome, or IE. Social Media Integration Social media marketing as become a popular addition to traditional marketing automation offerings. First generation social media capabilities included the ability to add social sharing links to outbound campaigns and track engagement or segment based on user interaction with social links. Users can post content to social media, track social media-generated traffic, help recipients share content to their own social media accounts, and monitor social media conversations. More sophisticated features include forms and personalized ads within social platforms, using social sign-on to capture more data, and building more detailed profiles based on activities, consumption, connections and influence. • Link Generation – generate bit. ly links for sharing and tracking from within the marketing automation tool. Very helpful when configuring twitter campaigns or links to assets in emails. • Facebook Publishing – Publish and manage campaigns on Facebook. • Poll Voting – Create polls or surveys hosted and aggregated within marketing automation.
  • 5. Technology CheatSheet: Marketing Automation 5 Entire content © 2014 Gleanster, LLC. All rights reserved. Unauthorized use or reproduction prohibited. Note: This document is intended for individual use. Electronic distribution via email or by posting on a personal website is in violation of the terms of use. COMPLIMENTS OF: • Referral Offers – create referrals for prospects for prizes and sweepstakes. • Social Post Tracking – Tack click- throughs on social links and add them as triggers in lead scoring • Social Profile Data – Automatically updated Twitter, Facebook, and LinkedIn profiles. • Social Sharing Widgets – Links so prospects can easily share your content on their social networks. • Social Sign-on – Sign-on with Facebook account, Twitter account, or LinkedIn account. Landing Pages and Web Forms Marketing automation typically offers hosted landing page capabilities so users can host branded landing pages to capture prospect data via forms. Forms are designed to collect prospect information and marry this with cross- channel behavioral response patterns allowing the organization to identify which prospects are ready to talk to sales. These pages are hosted by the marketing automation system and post data directly to the marketing automation database. It’s generally a good idea to evaluate APIs and Javascript capabilities on landing page features so landing pages can be hosted from your website domain.Thatway,paidsearchcampaigns will drive traffic to your domain, instead of marketing automation provider hosted links to landing pages. Web Analytics and Behavioral Tracking Marketing automation tools are capable of tracking behavior of individual visitors on the company website, typically using a combination of cookies to identify visitors and tracking tags embedded in company web pages. You will have to insert a small piece of html code on your website pages that you want to track with marketing automaton. Conventional web analytics captures page and session statistics but does not usually link these to persistent individual identities/pages. Marketing Automation typically doesn’t replace a web analytics tool, but it will provide additional visibility into how leads are interacting and behavioral data can be used in lead alerts to sales to give sales visibility into exactly what products and services a product is evaluating. Lead Scoring Marketing automation calculates one or more scores to quality of a lead, primarily to determine when it should be handed to the sales department. Scores are configured within marketing automation using business rules based on a combination of individual attributes (title, company, location, etc.) and behaviors (search terms, email responses, Web forms completed, pages viewed, etc.). Scoring formulas can be complex, so special interfaces are needed to make them easy to build, understand, and maintain. Lead scoring is used to quantify the prospect propensity to purchase. Scoring thresholds determine what score is necessary for a lead to be determined as sales qualified automatically flagged in CRM for sales follow-up. • Behavioral Scoring – Assign numerical values to prospect behavior to aggregate the propensity to buy based onbusinessrules.Thesecanbegeneric or based on specific parameters such as page views, form submissions, link clicks, or demographic attributes. • Detractor Scores – Some platforms allow you to set negative scoring weights to reduce the prospects score for behavior that tells you they aren’t really that engaged. For example, you could set negative scores for prospects that don’t visit for 6 consecutive months. • Progressive Profiling – This feature allows you to collect a small tidbits of data from prospects in exchange for valuable information. • Prospect Deduplication – Removing duplicate entries in the system based on a business rule. • Prospect Routing – Automatically route leads to sales reps or marketing abased on criteria. This can also trigger email alerts to notify individuals of pipeline activity Lead Nurturing Lead nurturing features are addressed in two ways and both typically leverage email communications. Drip campaigns are configured within marketing automation to send based on pre-configured time intervals. Trigger campaigns send communications based on prospect behavior. The system can be configured for automated engagement based on the unique needs of a prospect. In conjunction with lead scoring, communications can adapt based on the prospect readiness to talk with sales. The messages can change in response to lead behaviors such as Web page views and email opens. Lead nurturing flows may be simple, linear sequences or can incorporate complex decision rules that send different leads down entirely separate paths. Marketing automation tools general allow users to configure nurturing campaigns as process flows (much like a Microsoft Visio flowchart) where elements are drag-and-drop on a blank canvas and linked together. Flowchart campaigns are common in more robust feature rich marketing automation tools and allow for complex multi-branch campaigns. Linear campaign configuration is common in tools that tout benefits like “simple configuration of nurture campaigns” whereby simple steps can be configured
  • 6. Technology CheatSheet: Marketing Automation 6 Entire content © 2014 Gleanster, LLC. All rights reserved. Unauthorized use or reproduction prohibited. Note: This document is intended for individual use. Electronic distribution via email or by posting on a personal website is in violation of the terms of use. COMPLIMENTS OF: like a list. • Blogging Integration – Create, post, or capture leads using a blogging platform. • Campaign Diagram – Crate flowchart campaigns on a “canvas” – this is how you configure your campaign to take certain actions based on time or behavior. • Dynamic Content Creation – Allows sales reps to send dynamically customized content. • Event Scheduling – Integration with calendars from within marketing automaton. • File Hosting – Upload store and track white papers, images, and other files. • Landing Page Creation – use a WYSIWYG editor to create landing pages and host them from marketing automation. • Landing Page Templates – Templates for landing pages, sort of like templates for email. • Sales Alerts – Sales reps can configure mobile alerts for notifications on prospects activity. • SMS Message Creation – Send SMS campaigns from marketing automation • URL Customization – Customize URLs for your landing page. • Web Form Design – Create forms to collect information about your visitors. CRM Integration The marketing automation system maintains its own lead database, but exchanges updates with CRM so both systems have consistent information. Integration may also extend to coordinating campaigns between the two systems and sending alerts to sales people about behaviors captured by marketing automation. • API for Custom Integrations – API integration from within marketing automation. • Automatic Field Mapping – When uploading lists, the solution will automatically recommend field mapping to streamline list upload. • Bi-directional Sync – Data synchs between systems and updates based on variance analysis. • Lead Assignment – Routing leads from marketing automation to CRM based on certain criteria. • Role-BasedPermissions–Permissions based on title, role, function, etc. • Sync Frequency – Control how often the system synchs. Some CRM solutions have limited sync caps each month. • Unlimited Custom Objects – create custom objects and add them to reports, fields, etc. • CRM Task Creation – Create tasks for marketing automation from within CRM. For example add users to a drip marketing campaign, from within CRM. • Custom Sales Dashboard – Usually marketing automation comes with a customizable dashboard for CRM. This gives sales visibility into the aggregate lead flow from marketing and overall performance for the month or quarter. Segmentation and List Building Mostmarketingautomationtoolswillallow users to segment the existing database by using a rules-based filter criteria that essentially narrows down the list based on user selected filters. Some solutions will allow you to create dynamic lists which populate in real-time as users fill out forms online. Dynamic lists are used to feed automated nurture marketing campaigns such as a newsletter, product demo, or special offer. Reporting The systems provide information on messages sent, responses received, and profiles of the lead database. Many also import sales results from the CRM system and use these for Return on Investment calculations. Some vendors go further to provide reports tracking leads through stages in the combined marketing and sales “revenue cycle” from initial acquisition through closed deals. Anonymous Visitor Tracking A handful of marketing automation tools have integrations with solutions that conduct reverse look-ups on IP addresses that visit your website. This gives you additional information on unknown prospects. While it’s not always personally indefinable, the information could be used to inform sales reps that someone from a particular company likely visited the site which might give you a leg up in the opportunity. Pricingisusuallybasedonactivecontacts in the system, but can also be based on email volume, page visits, and support requirements. So if you have a list of 200,500 prospects but you only market to 5,000 of them, you would pay for the 5,000. Expect to pay about $300 per month on the low-end and up to $3,000- $4,000 on the high end. Marketing automation providers have been slammed in recent years by marketers who abuse the systems to send email to non-opt-in recipients which eventually mean the marketing automation IP address gets flagged and blacklisted by ISPs. Unless you specifically negotiate a dedicated IP address from the marketing automation provider, you are using a shared IP address with everyone else, so Pricing
  • 7. Technology CheatSheet: Marketing Automation 7 Entire content © 2014 Gleanster, LLC. All rights reserved. Unauthorized use or reproduction prohibited. Note: This document is intended for individual use. Electronic distribution via email or by posting on a personal website is in violation of the terms of use. COMPLIMENTS OF: one company’s bad email practices can have a negative impact on all users. That said, the providers will “warm up” new URLs over time to manage deliverability, but it comes at a price. So the more you abuse the system, the more likely you are to see price increases over time. Most marketing automation providers will ONLY let you market to opt-in lists. That means no purchased email lists or random list uploads from the system or you risk receiving a warning or potentially being kicked off the system. Your big list of random names isn’t going to do you a bit of good – response rates are less than 1% on non-opt-in recipients in most cases. Choosing a Marketing Automation Tool Based on Your Company Size Gleanster segments market size for marketing automation into four categories: • Very small: 1-10 employee companies • Small: 10-100 employees • Midsize: 100-5000 employees • Enterprise: 5000+ employees Providers addressing the needs of very small companies usually exclusively market to these organizations and are priced for accessibility by small business. One major issue with small business adoption is lack of time to use the system. Setup fees are a common way marketing automation providers ensure new users actually get to the point that they have a usable system, so marketing automation providers will assign success coaches to augment the adoption process. At 10-5000 employees the systems generally offer similar capabilities but pricing gets a bit more expensive for companies on the lower end of this spectrum. The most robust tools target enterprise marketers demanding complex outbound communications and a high volume of active contacts. Marketing automaton has moved beyond the early adopter stage. Best estimates suggest that somewhere shy of 20,000 companies are using marketing automation today; that actually represents a tiny subset of the organizations that could benefit from marketing automation. While top reasons to implement still center around performance (revenue, lead quality, and cost reduction), many companies are starting to wake up to the harsh reality that marketing automation is increasingly necessary to maintain competitive parity, especially in industries where prominent competitors have already embraced marketing automation and are raising the bar on customer engagement. Marketing automation is designed to centralize and align disparate technologiesthatsupportemailmarketing, web analytics, landing page hosting, and social media engagement, so marketers can build a more comprehensive view of the target audience at the customer level. Marketing automation tools not only allow organizations to divest of disparate marketing technologies, they help aggregate customer data so it is available for business rules that can automate individual communications with prospects and customers based on their propensity to buy. It’s simply not possible for marketers to manually deliver the type of relevant and cross-channel communications that can be automated by a marketing automation platform. More importantly, marketing automation helps to bridge the gap between marketing and sales to route leads with a higher propensity to purchase directly to sales. • Common Metrics for Justifying Marketing Automation • Cost savings on legacy software licenses • Cost savings in time configuring multi- channel campaigns • Cost savings on campaign reporting • Top Performers report a 10-20% increase in email click through rates • Top Performers report a 34% average increase in revenue • Top Performers report a 56% increase in sales accepted Leads • Top Performers report a 16% increase in bid-to-win ratios Are you ready for marketing automation? Consider this: • Do you have content that can be used in nurture campaigns? Blog posts, whitepapers, thought leadership? • Do you have resources that can own the ongoing optimization? • Do you have an executive champion who can oversee the rollout? • Are marketing and sales leaders willing to work together to optimize the pipeline? • Do you suspect your current processes (stand-alone email or fragmented systems) are insufficient at creating relevant customer interactions? • Does value a steady flow of leads? • Are you educated on the nuances of inbound marketing? Justifying the Investment Before You Buy
  • 8. Technology CheatSheet: Marketing Automation 8 Entire content © 2014 Gleanster, LLC. All rights reserved. Unauthorized use or reproduction prohibited. Note: This document is intended for individual use. Electronic distribution via email or by posting on a personal website is in violation of the terms of use. COMPLIMENTS OF: The answer should be yes to most, if not all, of the above. How Do We Select a Vendor That Is “Safe” and Will Still Be Around? With dozens of providers, it’s a bit hard to tell which one is right for your organization. The marketing automation space has been very active over the last decade with double digit adoption growth. Most notably, two of the largest players went public (Eloqua and Marketo). There will likely continue to be volatility in the space with acquisitions, mergers, and more IPOs. The number of companies actually adopting marketing automation is in the thousands and the number of companies that should be using marketing automation is in the tens of thousands. Our recommendation is don’t put marketing automation on the back burner to see what shakes out. If your competitors are early adopters of marketing automation, they are establishing best practices and gaining a competitive edge by adopting early. It’s generally easy to switch providers and the on-demand offerings mean no capital expenditures are required. To hedge the risk spend the extra money to move marketing automation data into your CRM tool to centralize all customer interactions. Essentially make an ongoing backup copy of marketing automation data- that way if you do need to switch providers, you have a history of all interactions in CRM. Is It Hard to Switch Marketing Automation Providers? Switching providers is often perceived to be a challenge, but actually it’s quite common. Research suggests the average Top Performer has used 2 or more marketing automaton providers. It’s easy to import and export user data from system to system. You will, however, likely lose the historical performance on campaigns, website analytics, forms, and the time it took to optimize nurture marketing campaigns in a system becomes a sunk cost. Sometimes it’s a good idea to switch just to change IP address for outbound communications.
  • 9. Technology CheatSheet: Marketing Automation 9 Entire content © 2014 Gleanster, LLC. All rights reserved. Unauthorized use or reproduction prohibited. Note: This document is intended for individual use. Electronic distribution via email or by posting on a personal website is in violation of the terms of use. COMPLIMENTS OF: The Gleanster Marketing Automation Research Topic Area features: Gleansight Benchmark Reports with Vendor Rankings Deep Dive Research Reports Vendor Showcases Resources Analyst Commentary Vetted Whitepapers Upcoming Webinars Events The Gleanster website also features carefully vetted white papers on these and other topics as well as Success Stories that bring the research to life with real-world case studies. To download Gleanster content, or to view the future research agenda, please visit Browse Research Resources Headquarters Gleanster, LLC 4695 Chabot Drive Pleasanton, CA 94588 For customer support, please contact or +1 877.762.9727 For sales information, please contact or +1 877.762.9726 Related Research About Gleanster Gleanster benchmarks best practices in technology-enabled business initiatives, delivering actionable insights that allow companies to make smart business decisions and match their needs with vendor solutions. Gleanster research can be downloaded for free. All of it. For more information, please visit: