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Key Factors in Selecting a Marketing Automation Solution – A Customer Perspective


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As a growing business, you want to take advantage of the latest technology to get every competitive advantage possible. And nowhere in the front office is this more true than with marketing automation. But with so many solutions available – from email marketing to enterprise-class applications – how do you know what is the right one for your business?

emotive – the cloud based, mobile app platform for the enterprise – recently faced the same dilemma. And now you can benefit from their experience to help you make what can be a business-critical decision.

In this highly-informative Webinar sponsored by Dell Cloud Business Applications, you’ll learn:
• What business challenges emotive faced that compelled them to evaluate marketing automation solutions
• How they navigated the complex marketing automation marketplace to find the right solution
• Why they selected Pardot marketing automation from Dell – and what it means to their business.
When: Thursday, October 25, 2012 1 PM EDT/10 AM PDT

Published in: Technology
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Key Factors in Selecting a Marketing Automation Solution – A Customer Perspective

  1. 1. Key Factors in Selecting a Marketing Automation Solution – A Customer Perspective• Dell Cloud Business Applications• October 25, 2012
  2. 2. Agenda• Introduction• Guest Speaker – Scott Crawford, VP Sales, emotive• Host – Bill Odell, Dell Cloud Business Applications• Q&A• Helpful Resources2 Dell Cloud Business Applications
  3. 3. Asking a Question To ask a question, open the Questions bar in your control panel, type your question and submit it anytime during the presentation This Webinar is being recorded and a replay link will be emailed to all registrants3 Dell Cloud Business Applications
  4. 4. Today’s Webinar Panelists Presenter: Scott Crawford VP Sales and Business Development @crawfdog Host: Bill Odell Sr. Marketing Director @bodel4 Dell Cloud Business Applications
  5. 5. enabling new systems of engagement for the mobile enterprise
  6. 6. emotive – the end to end solution to mobilize the enterpriseYour mobile applications Your enterprise applications emotive client emotive cloud emotive connect • native device access • geo scale data cache • service based integration  • web development model • message management • mobile data objects • push application messaging • user, data, app management • security Emotive Confidential – Do not copy, repurpose, or distribute
  7. 7. customers leverage emotive to build the following mobile apps contextual  emotive pushes messages and  tasks to your device based on your  applications current context emotive apps leverage the cloud  cloud  to carry out data consolidation applications and heavy computation composite  emotive combines tasks from  multiple systems of record  applications into enterprise mashups Emotive Confidential – Do not copy, repurpose, or distribute
  8. 8. emotive charter customers • Supply Chain ISV – Mobile sales. Salesforce (live) – OEM with Application (in test) • Real Estate Investment Firm – Site inspections. • Development Platform ISV – Project tracking and alerts. CollabNet. • Large Insurance Firm – Policy management. ACORD. • eProcurement ISV – Invoice tracking. Custom .NET application. BizTalk. • Global Apparel Manufacturer / Retailer – Logistics. SAP, Tradecard, GT Nexus • Global Construction Equipment Manufacturer – Logistics. GT Nexus • emotive – We’re 100% mobile. Sales, service, operations.  – Mobile apps for Salesforce, Basecamp, Zendesk, emotive operations Emotive Confidential – Do not copy, repurpose, or distribute
  9. 9. global apparel manufacturer: mobilizing logistics  • Use case scenario – Receive Shipment  Information – File Damaged Shipment  report – GT Nexus drives the business  process • Benefits for customer – Tracking of shipment status Scan Barcode Photograph  Record Location  – Can save millions $ in re‐ and capture notes routing and avoiding hold  Damage ups – Visibility into exceptions in  real‐time to take action – Collection of data quickly on  site and with less error Emotive Confidential – Do not copy, repurpose, or distribute
  10. 10. real estate asset manager: mobile management for property assessors • Use case scenario – Property List Lookup – Displays as Maps view – View property details – Photo of Property – Site survey – CapEx notification  (push) – CapEx Adjustment • Benefits for customer Property List Site Survey CapEx Adjustment – Real time access to site  data and GPS routing – Reduced out of hours  work for assessors  – Collection of picture  data on site  – Better user experience Emotive Confidential – Do not copy, repurpose, or distribute
  11. 11. planned task offerings by business function Functional Area Tasks Sales Forecast update, customer status Marketing Competitive win/loss, real‐time feedback, closed loop Supply Chain/Logistics Location and status, real‐time adjustments Finance Cash, AP, AR, etc Human Resources Employee lookup, vacation/sick request Resource Planning Scheduling dashboard Business Intelligence Executive dashboard, metrics alerts Asset Management Plant Management status Inventory Management Supply dashboard Shipping Transport Dispatch or real time location Claims Status, escalate, fraud CRM Severity  1, customer impact analysis Emotive Confidential – Do not copy, repurpose, or distribute
  12. 12. Business Challenges • limited resources • leverage automation to reduce manual tasks • leverage scalable automation • acquisition targets • developers • IT executives • partners • line of business • end to end process  • inquiries • qualified leads • opportunities • closed deals • track and convert – measure along the way
  13. 13. Business Challenges • form management • trial • contact me form • lead scoring • lead nurturing • integration with SFDC • identifying and track suspects • turn into prospects • turn into leads • turn into opportunities • close business • grow business
  14. 14. Requirements of Marketing Automation Solution • marketing automation space is crowded • enterprise solutions require deep expertise • simple email systems (no lead scoring/drip nurture) • point solutions that could be cobbled together if we had  the time and resources • marketing automation Solution needed to have: • straightforward: • form management • lead scoring • drip campaigns / nurturing  • out‐of‐the‐box • integration with • integration with third‐party tools (Google Analytics) • easy to learn and use ‐ limited resources
  15. 15. Why Dell • familiar with Dell • developing partnership • one‐stop‐shop for cloud applications for SMB companies • one contract to acquire both software and services • Dell’s bundled services and tight partnership with Pardot • limited resources • knowledgeable support to match solution • Dell and Pardot focus is on making SMBs successful  • commitments from both • clear that we would continue to support the partnership • monthly payments through Dell ‐ manage cash
  16. 16. Implementation Process • short window • company launch just weeks away • could not afford extended implementation process • we needed to get up and running right away  • initial deliverables • form and page integration • analytics integration  • out‐of‐the‐box lead scoring • integration with Salesforce (strong suit of Dell and Pardot) • availability • incredibly flexible • knowledgeable • easy to work with • actions matching commitment ‐ they want us to succeed
  17. 17. What’s In The Future • deploy email drip and nurturing campaigns • include collateral • refine lead scoring • leverage Pardot additional capabilities • MEASURE • we are starting with educated guesses • measuring progress • QUICKLY adapting as we learn • REQUIRES • nimble • scalable • low overhead
  18. 18. The Dell Cloud BusinessApplications Advantage18
  19. 19. Complete Front Office Automation SolutionMaximize Customer Lifetime Value Marketing Sales Finance Service Leads Opportunities Quotes Orders Invoices Collections Support Up-Sell/Cross-Sell Boomi Accounting/ERP Integrations Dell Services • Complete best-of-breed solution from a trusted provider • Single point of contact for all implementation, training, support, and vendor management • Start where it makes sense for your business and add as you grow19 Dell Cloud Business Applications
  20. 20. Rapid Time to Value, Customer SuccessComprehensive services from a trusted partner Pre-packaged End-to-end support Flexible Financing implementations • Turnkey implementation • Single point of contact • Monthly billing packages for Salesforce for all assistance • Pay by credit card • Best practices consulting • Support portal and • Financing through community Dell Financial Services • Training, tutorials, and knowledge libraries20 Dell Cloud Business Applications
  21. 21. Q&A21
  22. 22. Helpful Resources emotive Dell Cloud Business Applications Website: – White Paper: Automate Lead Scoring and Nurturing for Better Lead Conversion – Marketing Automation Demo – Marketing Automation Buyer’s Guide22 Dell Cloud Business Applications
  23. 23. Thank you Dell Cloud Business Applications