Summary comparison of Marketing Automation Systems. Ideal for marketers looking to shortlist technology providers and wondering where to start. Produced by http://www.green-hat.com.au.
You can access our reference guide for this video from http://www.green-hat.com.au/guide which provides a source list of valuable marketing automation industry research, articles and commentary.
Marketing Automation is a relatively new and rapidly growing sector. There are a large number of Marketing Automation System (MAS) vendors catering for a wide variety of requirements -- those of large corporate to small businesses, as well as for simple marketing programs through to highly complex. This video provides a contextual introduction to systems currently available for B2B marketers and focuses on three key considerations: Price, Functionality and Complexity.
In reviewing complexity, we looked at the level of expertise required by an organisation wanting to use the product at or near its level of capability. This was done to provide a more accurate picture than 'ease of use' which is primarily concerned with the user interface and does not take into account the level of planning, setup and training required.
We assess a number of products in the review including Unica, Neolane, Aprimo, Eloqua, Silverpop, Marketo, Pardot, Genius, and SalesFusion. In doing so we focus on the higher functionality end of the mid-priced solutions.
This review is based on a number of sources including but not limited to: our direct experience with the products, clients experience with the products and third party reviews and industry research reports. This last category was particularly useful when considering the vendor's financial position and pricing strategies.
Green Hat is an Australian marketing consulting agency who specialises in the design, implementation and operation of marketing automation solutions for clients in Asia Pacific using a number of different marketing automation platforms. Our client list includes IBM, EMC, Ernst & Young and Nokia Siemens.
Visit http://www.green-hat.com.au for more information on marketing automation and how it can be applied to nurture marketing, customer retention and marketing for revenue growth.
The views expressed in this presentation are based on information available to Green Hat in June 2011. The Marketing Automation landscape is changing rapidly and individuals and companies should undertake their own research to determine the best product for their requirements.