Selecting a Marketing Automation Vendor

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There are a number of factors to consider when selecting the right marketing automation vendor for your organization.

There are a number of factors to consider when selecting the right marketing automation vendor for your organization.

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  • 1. Selecting a MarketingAutomation Vendor September 3, 2009
  • 2. About Left BrainWhat – Full-service Marketing Automation AgencyKey Attributes – Large & Small company experience, Project & Agency-based servicesValue Prop – Deep Marketing Automation Expertise on multiple platformsServices Marketing Automation Planning Strategy, Program Design, Nurturing, Lead Scoring, Demand Gen Marketing Automation Production Design and Management of programs (Project or Agency) Creative Services Copy writing, landing page creation, graphic design Collateral Creation eBooks, Newsletters, Case Studies, Podcasts, Webinars SFDC System set-up, Dashboards, Customization Vendor Selection 2 © Left Brain Marketing Inc. All Rights Reserved
  • 3. •  Focus on BtoB or BtoC? •  Platform performance •  Data Loss potential •  Interface - Ease of Use •  Implementation •  Maintenance •  Integration with CRM, etc •  Training, Services and Support •  Email Delivery •  Up-time/Down-time •  Reporting •  Hand-off to Sales 3© Leftbrain Marketing Inc. All Rights Reserved
  • 4. Dispelling a few myths1.  Ease of use = success2.  You can get a “starter” system3.  I don’t have budget4.  ??? 4 © Leftbrain Marketing Inc. All Rights Reserved
  • 5. Features & FunctionsWEB FORM & CONTENT LANDING VISITOR EMAIL MGMT PAGE TRACKING ENGINE SYSTEM BUILDER LEAD DYNAMIC SALES LEADCAMPAIGN SCORING CONTENT INSIGHT MGMT BLOCKS TOOLS DYNAMIC CRM DATA REPORTING LISTS SYNC 5 © Leftbrain Marketing Inc. All Rights Reserved
  • 6. Required Features & FunctionsWEB FORM & LANDING VISITOR PAGE TRACKING BUILDER LEADCAMPAIGN SCORING MGMT DYNAMIC CRM DATA REPORTING LISTS SYNC 6 © Leftbrain Marketing Inc. All Rights Reserved
  • 7. Functionality – Does your choice oftool make a difference?§  Lead Scoring§  Dynamic Content§  Campaign Management§  Progressive Pro ling 7 © Left Brain Marketing Inc. All Rights Reserved
  • 8. Lead Scoring§  Demographic (Quali cation, Explicit) Criteria •  Industry, Job Title, Role, Budget, Timeline§  Behavioral (Interest, Implicit) Criteria •  Recency, Frequency, Collateral, Email, Events Qualification + Interest = Lead Score 8 © Leftbrain Marketing Inc. All Rights Reserved
  • 9. Lead Scoring – what to consider§  Single or multi-model scoring§  Multiple factor models •  Demographic •  Behavioral§  Presentation of the score •  Raw number or A, B, C •  Rolled into one 9 © Leftbrain Marketing Inc. All Rights Reserved
  • 10. Dynamic Content Blocks 10 © Leftbrain Marketing Inc. All Rights Reserved
  • 11. Personalize?Bought it. Not evenBought it. sure what it is?Bought it.Bought it. 11 © Leftbrain Marketing Inc. All Rights Reserved
  • 12. Campaign Management 12
  • 13. Another Option 13 © Leftbrain Marketing Inc. All Rights Reserved
  • 14. Progressive Pro lingWhat:Asking a new question each return visitWhat to look for:§  Ability to vary number of elds§  Ability to inquire database to “pick” eld 14 © Leftbrain Marketing Inc. All Rights Reserved
  • 15. Don’t do this. Suggestions: 1. Ask only what you absolutely need 2. Use each additional piece of information to better segment 3. Be sure the prospect is sold on your value first 4. How else do you collect data? 15 © Leftbrain Marketing Inc. All Rights Reserved
  • 16. Selecting a vendor§  Identify what’s important to you§  Demo best practices§  Have a checklist§  Do your own research§  Understand hidden costs 16 © Leftbrain Marketing Inc. All Rights Reserved
  • 17. What criteria count? Criteria     MA  #1   2   3   4   5   6  Ease  of  Use     7.0   6.0   7.3   5.7   8.0   4.3  Repor4ng  &  Analy4cs   8.3   9.5   7.3   6.7   2.7   4.7  Workflow  mapping   4.3   4.0   4.3   2.3   2.7   3.0  Lead  Scoring     4.7   4.5   4.0   3.7   2.7   3.0  Depth  of  Func4onality  including   4.7   4.0   3.7   3.0   3.0   3.0  Integra4ons  Sales  Alignment   4.7   2.5   3.3   3.0   4.0   2.7  Func4onality  Totals   33.7   30.5   30.0   24.3   23.0   20.7  
  • 18. Different criteria MA  #1   2   3   4  Licenses   1  year  subscrip4on   1  year  subscrip4on   1  year  subscrip4on   1  year  subscrip4on  Release  schedule   Every  6  mos   Every  2  months  Training   Addi4onal  cost   Included  Support   Addi4onal  cost,  4ered   Included   Included;  premium   available  Connectors  to  CRM   Addi4onal  Cost   Included   Included   Included  Enduser  requirements   Domain  expert  required,   Power  User;  between  25   Power  User;   Power  user  (headcount)   usually  full  4me   to  50%  of  an  individual’s   between  25  to  50%  of  an   between  25  to  50%  of  an   employee   4me   individual’s  4me   individual’s  4me  Pricing  model   Tiered  by  func4onality   All-­‐inclusive,  based  on   Fixed  email  ceiling;   data  base  size   addi4onal  cost  past   threshold  Pressure  to  upgrade  to   Yes   No   No   Yes  expanded  products     Significantly  higher  TCO   On  par  to  3   Lowest  TCO     Between    1  and  2  Summary   than  other  3   18 © Leftbrain Marketing Inc. All Rights Reserved
  • 19. What questions to ask in the Demo.§  If possible, go through two waves of demos§  Demo-awareness – show me, don’t just explain it§  Dedicated versus shared IP Address§  What do you mean I can’t send my emails on Tuesdays?§  What’s their service and support model?§  What’s their customer retention rate?§  Can I speak to three ex-customers to nd out why they’ve left?§  Email deliverability 19 © Left Brain Marketing Inc. All Rights Reserved
  • 20.    AcJvity   •  Demonstrate  the  process  to  create  a  Form.   Sample Demonstrate  the  process  to  create  a  Landing  Page.   Demo •  •  Demonstrate  the  process  to  create  an  Email  Template.   •  •  Show  us  how  to  build  a  list  for  a  campaign?   Show  us  how  to  build  a  three-­‐touch  nurture?   Checklist •  What  does  your  events  module  look  like?   •  Can  you  show  us  three  reports  that  come  standard  with  the  solu4on?   •  Can  you  show  us  how  to  modify  one  of  these  reports?   •  Can  we  see  lead  scoring?   •  Do  you  have  an  example  of  a  microsite?   •  Can  you  collect  data  on  us  in  this  demo  and  then  show  us  how  data  is  reported  in   SFDC  or  other  CRM  system?   •  Can  you  show  me  a  produc4zed  connector  that  is  working  (e.g.  Omniture,   Coremetrics)?   •  Can  you  show  me  your  customer  self-­‐help  portal?   •  Can  we  see  one  or  two  other  marke4ng  channels  that  the  system  integrates:    purls,   print,  voice  broadcast,  text  message,  direct  mail,  chat,  RSS,  social  networking   solu4ons?     •  Did  they  offer  you  to  take  control  and  use  the  system  during  the  mee4ng?   20 © Leftbrain Marketing Inc. All Rights Reserved
  • 21. What to expect.Implementation§  Ease – Usually quick and relatively easy (hours to days)§  Cost – Usually free, although Eloqua & B2B Engage charge •  Hidden costs – changing forms, rebuilding brand-approved templates, timeFirst 90 days§  Getting started – One has mandatory training, most others offer some amount of initial free support§  Low-hanging fruit90+ days§  Knowledge/Skill sets§  Expectations/Time to value 21 © Left Brain Marketing Inc. All Rights Reserved
  • 22. Making the right decision.§  Involve the end-user in the evaluation process§  Identify internal & external resources§  Develop a “What I want To Do” List§  Do I need an RFP? 22 © Left Brain Marketing Inc. All Rights Reserved
  • 23. Preparing your Organization§  Required Skills •  Production •  Strategy •  Training (online vs. live vs. one-on-one) •  Agency vs. going it alone§  The Hidden Cost§  Internal Alignment 23 © Leftbrain Marketing Inc. All Rights Reserved
  • 24. Potholes§  90-120 days is probably the most common place where marketers stumble§  Failing to dedicate enough time on an on-going basis (it’s a learning process)§  Going too fast§  Not involving the end-users in the process 24 © Left Brain Marketing Inc. All Rights Reserved