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Marketing Automation Solution Study

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Our Marketing Automation (MA) Solution Study covers one of the six categories presented in our Sales Enablement Best Practices Report.

Published in: Marketing

Marketing Automation Solution Study

  1. 1. MARKETING AUTOMATION Solution Study Insights, Landscape & Vendor Analysis
  2. 2. 24 Table of Contents 1 03 2 05 3 07 4 09 5 14 6 17 7 22 Executive Summary What is Marketing Automation? Benefits of Marketing Automation The Marketing Automation Solutions Landscape Marketing Automation Deployment Lifecycle Vendor Selection Criteria Analyst Bottom Line Action Plan Our Solution Study Methodology About Demand Metric 35 36 MARKETING AUTOMATION Solution Study
  3. 3. MARKETING AUTOMATION SOLUTION STUDY: Executive Summary INSIGHTS, LANDSCAPE & VENDOR ANALYSIS
  4. 4. 4MARKETING AUTOMATION SOLUTION STUDY: INSIGHTS, LANDSCAPE & VENDOR ANALYSISEXECUTIVE SUMMARY If your organization is considering Marketing Automation software, currently implementing a Marketing Automation system or providing a Marketing Automation-related product or service, this report will provide you with fresh insights on the landscape, technology, strategies and vendor solutions. This Solution Study covers: Benefits of Marketing Automation Effective Sales Enablement is a multi-stage process. In our Sales Enable- ment Solution Study Series, we examine each functional area of Sales Enablement from initial marketing and sales alignment to the final deal close and revenue capture. In this report, we focus on the second of the two foundation technolo- gies of Sales Enablement – Marketing Automation. The insights and analysis presented in this report are given to provide marketers with a baseline understanding of the Marketing Automation landscape. Marketing Automation Deployment Lifecycle Vendor Selection Criteria What is Marketing Automation? Executive Summary Action Plan The Marketing Automation Solutions Landscape
  5. 5. 5MARKETING AUTOMATION SOLUTION STUDY: INSIGHTS, LANDSCAPE & VENDOR ANALYSISTHE EVOLUTION OF SHOPPER MARKETING What is Marketing Automation? MARKETING AUTOMATION SOLUTION STUDY: INSIGHTS, LANDSCAPE & VENDOR ANALYSIS
  6. 6. 6MARKETING AUTOMATION SOLUTION STUDY: INSIGHTS, LANDSCAPE & VENDOR ANALYSISWHAT IS MARKETING AUTOMATION? Demand Metric defines Marketing Automation (MA) as: These strategies and activities include: Email Marketing, Multi-channel Campaign Management, Inbound/Search Marketing, Landing Pages, Lead Generation, Lead Management, Lead Scoring, Lead Nurturing, Social Marketing, Marketing Resource Management, Event Management, Engagement Marketing and Marketing Analytics. The four foundationial functions of marketing automation systems are – email marketing, campaign management, lead management and reporting and analysis. While the most advanced and sophisticated marketing automation systems have extending capabilities far beyond this base, these functions are core to a Marketing Automation system. Foundational Features of MA Systems Campaign Management Lead Management Reporting and Analysis Email Marketing The strategies, processes and software technology that enable marketing departments to automate, measure and improve the performance of marketing strategies, activities and workflows. What is Marketing Automation?
  7. 7. 7MARKETING AUTOMATION SOLUTION STUDY: INSIGHTS, LANDSCAPE & VENDOR ANALYSISTHE EVOLUTION OF SHOPPER MARKETING Benefits of Marketing Automation MARKETING AUTOMATION SOLUTION STUDY: INSIGHTS, LANDSCAPE & VENDOR ANALYSIS
  8. 8. 8MARKETING AUTOMATION SOLUTION STUDY: INSIGHTS, LANDSCAPE & VENDOR ANALYSISBENEFITS OF MARKETING AUTOMATION Here we explore the fundamental features/benefits of a typical Marketing Automation solution. We will explore the advanced and emerging features and benefits, such as engagement marketing and channel marketing automa- tion, in the Marketing Automation Solutions Landscape section of this report. Implementing a Marketing Automation system offers the following major benefits to the marketing organization: Alignment occurs when sales and marketing can agree on the definition of a qualified lead, systems are integrated to provide visibility into activ- ities and results and the loop is closed between the lead source and revenue generated. Across multiple channels for email, web, mobile, events, and social media. The use of a multi-channel approach can drastically reduce acquisition costs for new prospects and opportunities. When deployed properly, Marketing Automation solutions increase credibility by providing a system of record that tracks and measures marketing activities and business results for the marketing organization. Aligns Sales & Marketing Develops Multi-Channel Marketing Campaigns Improves Accountability & Credibility For lead generation, qualification, scoring, nurturing and tracking and provide higher quality, more closeable leads to sales in: When key marketing processes are automated, fewer resources are required to manage new opportunities. Revenue analytics on prospect behaviors and campaign ROI provide marketers with the insight needed to optimize spending on the most profitable marketing programs. Improves Lead Lifecycle Management Manages Marketing Resources Measures and Improves Revenue Performance Lead to Closed Sale Conversion % Quality of Leads Passed to Sales % of Leads Accepted by Sales Quantity of Leads Generated Total Marketing Revenue Contribution Higher Revenue Per Sale Additionally, the marketing organization can reduce expenditures and more effectively manage marketing resources to deliver: Benefits of Marketing Automation Download and complete Demand Metric’s Marketing Automation Maturity Assessment to evaluate the effectiveness of your Marketing Automation system. This assessment will enable your organization to identify any weaknesses in your system in order to optimize the benefits it brings to your organization.
  9. 9. 9MARKETING AUTOMATION SOLUTION STUDY: INSIGHTS, LANDSCAPE & VENDOR ANALYSISTHE EVOLUTION OF SHOPPER MARKETING The Marketing Automation Solutions Landscape MARKETING AUTOMATION SOLUTION STUDY: INSIGHTS, LANDSCAPE & VENDOR ANALYSIS
  10. 10. 10MARKETING AUTOMATION SOLUTION STUDY: INSIGHTS, LANDSCAPE & VENDOR ANALYSISTHE MARKETING AUTOMATION SOLUTIONS LANDSCAPE THE MARKETING AUTOMATION SOLUTIONS LANDSCAPE As with the CRM space, the MA Landscape has matured rapidly in the last five years. Solutions that began to automate basic marketing tasks have evolved into lead lifecycle management systems and total customer engagement systems. They have grown from offering marketing support to driving revenue performance management supported by analytics that measure ROI throughout the customer lifecycle. Initial MA systems, which appeared in the late 1990s (Silverpop, Mind- Matrix, Aprimo and Eloqua), focused on three core areas – email marketing, campaign management and lead management with differing levels of integration between functions and to existing CRM systems. A second wave of players emerged in the mid-2000s (Marketo, Pardot, SalesFUSION and RightOn) providing tighter integration among marketing functions and support for inbound marketing campaigns, website traffic and site management. Functions, such as content, asset, workflow and project management, also appeared in these systems. Like the CRM space, the MA Solutions Landscape is three-tiered: Enterprise, Mid-Market and Small Business. The Enterprise leaders are Aprimo, Oracle-Eloqua, Marketo, Salesforce.com-Pardot, Adobe-Neo- lane and Act-On. The Mid-Market leaders are Marketo, Act-On, Sales- Fusion, MindMatrix, Hubspot and Silverpop. Small Business leaders are InfusionSoft and LeadLife. Since 2010, the MA landscape has been characterized by four key trends: Market Consolidation - Major acquisitions occurring in the last three years include: Aprimo by Teradata (2010), Neolane by Adobe (2012), LeadFormix by CallidusCloud (2012), Eloqua by Oracle (2012), Pardot by Exact Target (2012) & Exact Target by Salesforce (2013) and Loopfuse by SalesFusion (January 2014). Integration with CRM and a larger role in Sales Enablement - Tighter integration with CRM systems gives MA systems richer data for customer profiles to extend lead nurturing, management & scoring. Additionally, contact data can be integrated creating a single identity for a prospect/customer across all marketing and sales channels. History Key Trends The Marketing Automation Solutions Landscape
  11. 11. 11MARKETING AUTOMATION SOLUTION STUDY: INSIGHTS, LANDSCAPE & VENDOR ANALYSIS Personalization - Customer profiling has matured from capturing activity to tracking behaviors by both known and anonymous website visitors, which can be linked to social profiles and provide the capability for real-time responses to website visits, landing page activity or campaign interaction. Performance Measurement - Analytics have matured from website activity and traffic reports to provide detailed measurements of multi-channel campaign performance. Revenue analytics track pros- pects over time, providing reports on buying cycles and marketing effectiveness. Across the Marketing Automation Landscape, solutions fall into four tiers based on the features and functionality of their offerings: Basic - Lead, Campaign & Management, Email Marketing Standard - Landing Pages/Web Forms/Surveys, Web Analytics/ Visitor Tracking, Multi-channel Campaign Management, Analytics/ SEO, Campaign Measurement & Reporting, Lead Capture & Scoring, CRM Integration Comprehensive - Social Media/Mobile Marketing, Online Adver- tising & Paid Search, Project/Process/Workflow Management, Channel/Partner Marketing, Website Management, Asset Manage- ment, Content Management Cutting-Edge - Webinar/Event Management, Personalized/Local- ized Multi-channel Engagement, Marketing Performance Tracking, Behavior Tracking, Revenue Analytics Playing Field THE MARKETING AUTOMATION SOLUTIONS LANDSCAPE
  12. 12. 12MARKETING AUTOMATION SOLUTION STUDY: INSIGHTS, LANDSCAPE & VENDOR ANALYSIS The Marketing Automation landscape has evolved dramatically from its core roots in batch-and-blast email marketing and campaign management to create a customer-centric experience from the first visit or campaign touch. Demand Metric expects this trend to continue as marketers use Marketing Automation systems to own the engagement throughout the customer lifecycle. New functions will enable an increasingly responsive, uniquely personalized and social experience with deeper insights into the customer experience. Key changes in the MA Landscape will include: Evolution of the Landscape THE MARKETING AUTOMATION SOLUTIONS LANDSCAPE Review Demand Metric’s Marketing Automation Vendors Matrix to evaluate the key vendors in the MA space based on the following categories: target industries, key offerings, features/functions, unique strengths and current customers. This matrix will help you understand which vendors might work best for your organization. 360° Personalized Multi-Channel Engagement with the capability to engage the prospect simultaneously across all channels, including increased use of SMS text campaigns. Universal Behavior Tracking offers the ability to deliver real-time, cross-channel, behavior-driven communications that are uniquely relevant to each contact in the marketer’s database. Predictive Analytics provide the ability to use online activity and behavior to trigger offers, improve targeting and enhance segmenta- tion analysis. We’ve just begun. Future systems will anticipate visitor choices and behaviors and “pre-present” offers and options before the visitor is actually looking for them.
  13. 13. 13MARKETING AUTOMATION SOLUTION STUDY: INSIGHTS, LANDSCAPE & VENDOR ANALYSIS A decade ago, there was a very clear distinction between Customer Rela- tionship Management and emerging Marketing Automation systems. CRM systems focused on account and contact management. Lead management was focused on pipeline management of a qualified lead from initial contact to close. Marketing Automation systems were focused on Campaigns: email campaigns, marketing programs and lead capture. Today, these lines have blurred greatly. Acquisitions of Marketing Auto- mation vendors by CRM players and the increasing sophistication of Marketing Automation vendors often make it difficult to distinguish between the two systems. However, key differences still exist and it is a matter of system perspec- tive. The CRM perspective is focused on the activities and functions that most impact sales. CRM marketing functions focus most heavily on lead/pipeline management (moving the lead from opportunity to close). The Marketing Automation perspective is focused on the activities and functions that most impact marketing. Marketing Automation systems focus most heavily on gathering lots of leads through programs and campaigns, then determining which leads are best to send to sales (scoring and nurturing the lead until it turns into an opportunity). CRM vs. Marketing Automation: A Matter of Perspective The importance of CRM and Marketing Automation integration cannot be overstated. This integration is the foundation for sales and marketing alignment and a critical component of Sales Enablement. This fact has driven most of the acquisitions we have seen in the last three years, as noted previously in this section. Demand Metric expects integration between CRM and Marketing Automation systems to become tighter and more focused, delivering on the promises of sales and marketing alignment and on the prom- ises of Sales Enablement. CRM and Marketing Automation Integration Download Demand Metric’s tools for Lead Acqui- sition and Qualification to see the interrelatedness of CRM and Marketing Automation functions. THE MARKETING AUTOMATION SOLUTIONS LANDSCAPE
  14. 14. 14MARKETING AUTOMATION SOLUTION STUDY: INSIGHTS, LANDSCAPE & VENDOR ANALYSISTHE EVOLUTION OF SHOPPER MARKETING Marketing Automation Deployment Lifecycle MARKETING AUTOMATION SOLUTION STUDY: INSIGHTS, LANDSCAPE & VENDOR ANALYSIS
  15. 15. 15MARKETING AUTOMATION SOLUTION STUDY: INSIGHTS, LANDSCAPE & VENDOR ANALYSISMARKETING AUTOMATION DEPLOYMENT LIFECYCLE As noted previously, the maturing of the Marketing Automation market means that Marketing Automation has become an integral part of Sales Enablement as illustrated by our Sales Enablement Roles Matrix. As you will see on the next page, Marketing Automation and related Marketing Resource Management (MRM) products and services are associ- ated with the following roles and processes: Deployment of a Marketing Automation solution depends on the needs of each organization. Vendor solutions vary widely in feature/function depth and breath. It is critical to choose one that encompasses the entire scope of your organizational needs rather than just the first step or two. That decision helps avoid having to stay with a system you have outgrown simply because the cost and business disruption of change is too high. Marketing Automation Deployment Lifecycle Senior Management uses MRM to support budget and planning, performance reviews and the retention of sales reps. Sales Operations uses Marketing Automation to support sales fore- casting, territory management and sales compensation. Marketing Operations uses Marketing Automation to support budgeting, campaign analysis and lead qualification. Demand Generation uses Marketing Automation to support adver- tising campaigns, lead generation and event marketing.
  16. 16. 16MARKETING AUTOMATION SOLUTION STUDY: INSIGHTS, LANDSCAPE & VENDOR ANALYSIS ROLES RESPONSIBILITIES PROCESSES TECHNOLOGY CONTENT METRICS Senior Management Revenue Accountability Staffing & Channel Management Reporting to CEO/Board Budgeting & Planning Performance Reviews & QA Recruitment & Retention CRM Business Intelligence MRM Thought Leadership Blog Webinar Presentations Conference Keynotes Revenue by Channel Customer Lifetime Value, NPS Return on Customer (ROC) Product Management New Product Development Create Sales Tools/Guides Messaging & Positioning Product Launch Win/Loss Analysis Competitive Analysis Product Mgmt. System Enterprise Feedback/Survey Content Management Data Sheets, Whitepapers Case Studies/Testimonials Competitive Analysis Market Share, Profitability Brand Equity Content Usage Sales Operations Build Reports & Dashboards Monitor Sales Productivity Data Management Sales Forecasting Territory Management Sales Compensation CRM Proposal/CPQ Sales Content Portal Compensation Model TCO/ROI Calculators Sales Playbooks % Quota Achieved Sales Cost/Revenue Ratio Incentive vs. Quota Ratio Marketing Operations Build Reports & Dashboards Marketing Systems Admin Data Management Marketing Budgeting Campaign Analysis Lead Scoring & Nurturing CRM & Marketing Automation Analytics & B.I. Asset Mgmt. & MRM Buyer Personas Customer Journey Map Proposals, Presentations Sales Qualified Leads Cost Per Lead (CPL) Cost of Acquisition (CAC) Demand Generation Lead Generation & Events Branding & Social Media Content Marketing Advertising/Sponsorship Lead Generation & Appointments Tradeshows & Webinars Marketing Automation/Email Digital Asset Management Event/Survey Management How-To Guides Research Reports Webinars Campaign ROI, Email Metrics Marketing Qualified Leads Contribution to Pipeline Sales/Account Mgmt. Customer Acquisition Customer Retention Up-sell/Cross Sell Sales Process Opportunity Management Contact Management CRM Proposal/CPQ Sales Content Portal New Features/Ideas for R&D Objection Responses Sales Scripts % Quota Achieved Renewal Rate, Revenue Opportunity Metrics Human Resources Staffing for Sales Enablement Sales Training Performance Management Recruiting & Hiring New Rep Onboarding Performance & Firing HRIS Learning Management System LinkedIn & Job Websites Job Descriptions Quality Assurance/Coaching Sales Training Manual Avg. Time to Achieve Quota % Unsuccessful Hires # CV/Resume Submissions Customer Support Customer Service/Support Identify Sales Opportunities Customer Insight/Feedback Helpdesk (phone support) Email Support (case/ticket) Online Community Requests Customer Support, Twitter CRM, Order Management Accounting/Billing/ERP New Features/Ideas for R&D Support Scripts FAQs, SLA Avg. Time to Resolution % Escalations to Tier 2 Net Promoter Score (NPS) MARKETING AUTOMATION DEPLOYMENT LIFECYCLE Demand Metric’s Sales Enablement Roles Matrix
  17. 17. 17MARKETING AUTOMATION SOLUTION STUDY: INSIGHTS, LANDSCAPE & VENDOR ANALYSISTHE EVOLUTION OF SHOPPER MARKETING Vendor Selection Criteria MARKETING AUTOMATION SOLUTION STUDY: INSIGHTS, LANDSCAPE & VENDOR ANALYSIS
  18. 18. 18MARKETING AUTOMATION SOLUTION STUDY: INSIGHTS, LANDSCAPE & VENDOR ANALYSISVENDOR SELECTION CRITERIA Demand Metric recommends the following features/functions be included in any evaluation of a Marketing Automation Vendor Solution. The following image identifies key functionality based on the four tiers listed in the Solutions Landscape section. Vendor Selection Criteria Use Demand Metric’s Marketing Automation Vendor Evaluation to evaluate all of the criteria listed in this section for potential vendors. Marketing Automation Platforms Vendor Selection Criteria by Functionality Tier CUTTING-EDGE COMPREHENSIVE STANDARD BASIC Webinar/Event Management, Marketing Performance Tracking, Personalized/Localized Multi-channel Engagement, Behavior Tracking, Revenue Analytics Landing Pages, Web Forms, Surveys, Web Analytics & Visitor Tracking, Multi-channel Campaign Management, Campaign Measurement & Reporting, Lead Capture & Scoring, CRM Integration, Analytics, SEO Social Marketing, Mobile Marketing, Online Advertising & Paid Search, Project Management, Channel/Partner Marketing, Website Management, Asset Management, Content Management Lead Management, Email Marketing, Campaign Management, Database Management
  19. 19. 19MARKETING AUTOMATION SOLUTION STUDY: INSIGHTS, LANDSCAPE & VENDOR ANALYSIS Secure Web Access for Remote Users Easy & Intuitive User Interface No I/T Staff Required for Set-up or Maintenance Free Trial is Available to Test-Drive System Microsoft Outlook Email Integration Microsoft Excel Import/Export Bi-directional CRM System Integration (Salesforce.com, etc.) Marketing Automation Fundamentals Email Marketing Easy-to-use, robust WYSIWYG HTML editor Dynamic insertion of variables & tracked URLs Lists can be imported, updated and segmented Automatic de-duplication of contact records Email campaign scheduling & automation Web Analytics Individual user behavior tracking (micro-analytics) Identification of anonymous companies (WHOIS) Captures prospects data for incomplete forms Tracks entry/exit pages & referral source identifies search terms used to find your website Daily visitor activity reports (automatically sent to sales/ marketing users) Automation Auto-responder emails sent upon form conversion Leads are scored based on profile & activity history Leads routed based on lead assignment rules Dynamic marketing campaigns based on if/then logic or behavior Lead Scoring – Scores explicit data & behavioral data Lead Nurturing – Prospects can be added to drip marketing campaigns Landing Pages & Forms Customizable fields Invalid/free email address blocker Form handler for existing web forms General/System VENDOR SELECTION CRITERIA
  20. 20. 20MARKETING AUTOMATION SOLUTION STUDY: INSIGHTS, LANDSCAPE & VENDOR ANALYSIS Campaign Management Integrates multiple channels on one platform Reports and analyzes budget and campaign response Chat – Supports proactive and reactive chat integrated with website Data Management De-duplication, validation, append Enrichment (integration with D&B, GroupOne, etc.) Digital Asset Management – Supports repository, user access control, personalization and localization of content Web Content Management – Creates, manages and delivers personalized online experiences through mobile, social and ecommerce Prospect Activity Alerts – Sends to sales users based on automa- tion rules Real-Time Sales Alerts, Prospect Tracking and Analytics Ability to View User Activities within CRM System Interface Activity History – Form submissions, email opens, web visits and downloads Prospects Filtering – Prospects can be sorted based on lead score, recent activity and company Lead Qualification – Leads are only transferred when they reach a pre-defined minimum score Re-Assignment – Leads can be re-assigned to new sales representative Profiling – Sales users can update prospect profile to automate lead scoring Last Activity – Sales users can view & sort prospects based on last activity Do Not Call/Unsubscribe – Prospects can be added to Do Not Contact lists Sales Enablement Functionality VENDOR SELECTION CRITERIA
  21. 21. 21MARKETING AUTOMATION SOLUTION STUDY: INSIGHTS, LANDSCAPE & VENDOR ANALYSIS Lead Scoring Centralized scoring based on pre-determined criteria Supports multiple scoring models to segment based on different product lines, geographies, behaviors or loyalty levels 3-D Lead Scoring – Scoring based on activity profile, engagement level and lifecycle stage Email/Web Analytics Application Integration (Google Analytics, etc.) Paid Search Application Integration (Google AdWords, etc.) Marketing Campaign ROI (search, direct mail, PPC, cold-calling, tradeshow, etc.) Closed-Loop Reporting – All sales can be traced back to original lead source SMS – Supports personalized text messaging RSS – Supports creation and management of RSS Digital Direct Mail – Creates and sends personalized mail Voicemail – Sends personalized, individual or batch Text-To-Voice – Computer generated voice from script Call Center – Integration with Telemarketing/Inside Sales Advanced Functionality Integrated Digital Asset Management – Personalized output in multiple channels with precise control over user rights Social Marketing – Publishing, monitoring and analytics Mobile Marketing – Universal, all-device access; responsive design and SDKs Personalized, Localized, Multi-channel Engagement – Web and mobile engagement by individual user activity and interest Marketing Performance Tracking – ROI tracking and reporting Behavior Tracking Records individual-level profiles of the Web visits and other activities Delivers relevant messages to users based on online behavior Revenue Analytics – Revenue analytics can import CRM opportunity data and relate it to marketing campaigns for ROI analysis VENDOR SELECTION CRITERIA Our Action Plan includes several other tools that you can use to evaluate Marketing Automation vendors and features/functionality of their solutions and applications, including our Marketing Automation System RFP.
  22. 22. 22MARKETING AUTOMATION SOLUTION STUDY: INSIGHTS, LANDSCAPE & VENDOR ANALYSISTHE EVOLUTION OF SHOPPER MARKETING Analyst Bottom Line MARKETING AUTOMATION SOLUTION STUDY: INSIGHTS, LANDSCAPE & VENDOR ANALYSIS
  23. 23. 23MARKETING AUTOMATION SOLUTION STUDY: INSIGHTS, LANDSCAPE & VENDOR ANALYSISANALYST BOTTOM LINE Marketing Automation systems provide the foundation technology for the successful deployment of Sales Enablement initiatives. If your orga- nization has not yet invested in a Marketing Automation system or is just working at the foundational level, now is the time to consider or upgrade it. The Marketing Automation landscape is changing rapidly. Emerging trends include a tighter integration with CRM through market consolidation and new product development; increasing focus on revenue performance management and the delivery of a customer-centric, personalized, multi-channel engagement throughout the customer lifecycle. Analyst Bottom Line
  24. 24. 24MARKETING AUTOMATION SOLUTION STUDY: INSIGHTS, LANDSCAPE & VENDOR ANALYSISTHE EVOLUTION OF SHOPPER MARKETING M A R K E T I N G A U T O M A T I O N A C T I O N P L A N Follow this simple, step-by-step, methodology to develop a marketing automation plan that increases sales, builds customer insights, and grows brand awareness. MARKETING AUTOMATION SOLUTION STUDY: INSIGHTS, LANDSCAPE & VENDOR ANALYSIS
  25. 25. 2525MARKETING AUTOMATION SOLUTION STUDY | ACTION PLAN In the fast paced world of digital marketing, Marketing Automation has become an essential tool in any marketers toolbelt by both saving time spent on repetitive processes, and increasing the opportunity for results. This action plan will take you through the fundamental 5 stages of an effective Marketing Auto- mation strategy, providing you with best practices to empower any effort, and a toolkit to enable immediate practical application of this knowledge. Although this action plan is meant to be applied from beginning to end, in the sequence provided, it is possible that you may already be working on a Marketing Automation program and some of these steps may not be necessary. No matter where you are with Marketing Automation, we recommend you take a look through all of the stages, steps and tools provided so that they may lead you on the right path, or in some cases, fill any GAP’s you may have in your existing program. Introduction How to use this Action Plan: This action plan consists of five stages, each with a description, steps and action items. Action items include using our premium tools & templates. Our intention with this action plan is to help you: Understand marketing automation and identify the opportunities you should focus on. Evaluate and select the technology that will be the backbone of your marketing automation strategy. Plan and craft a strategy to increase sales, build customer insights and grow brand awareness. 1 2 3 1 Analyze Opportunities Plan Strategy2 Select Technology3 Execute Campaigns4 Measure Results5
  26. 26. Assessing your Marketing Automation Maturity Build the Business Case for Marketing Automation Assess your Marketing Automation maturity and build the business case. 1 2 STEP 1 Assessing your Marketing Automation Maturity Action Item: Use our Marketing Automation Maturity Assessment to evaluate your organization’s current Marketing Automation system, initiatives and programs. V I E W R E S O U R C E 26MARKETING AUTOMATION SOLUTION STUDY | ACTION PLAN 1 Analyze Opportunities Plan Strategy2 Select Technology3 Execute Campaigns4 Measure Results5
  27. 27. 1 Analyze Opportunities STEP 2 Build the Business Case for Marketing Automation Action Item: If you are just beginning a Marketing Automation program, create a business case to gain executive buy-in for a Marketing Automation system with our Marketing Automation Business Case. V I E W R E S O U R C E 27MARKETING AUTOMATION SOLUTION STUDY | ACTION PLAN Plan Strategy2 Select Technology3 Execute Campaigns4 Measure Results5
  28. 28. Plan Your Objectives and Metrics Plan your Marketing Automation objectives and the metrics to measure their success. 1 STEP 1 Plan Your Objectives and Metrics Action Item: Develop a solid plan and goals for the next 12-18 months for your Sales Intelligence initiative with our Marketing Automation Strategy Scorecard. V I E W R E S O U R C E 28MARKETING AUTOMATION SOLUTION STUDY | ACTION PLAN 1 Analyze Opportunities Plan Strategy2 Select Technology3 Execute Campaigns4 Measure Results5
  29. 29. Discover Marketing Automation Vendors Request Proposals for a Marketing Automation System Schedule Product Demos Determine the Best Vendor(s) Evaluate technology solutions that enable your team to bring your Marketing Automation program to life. 1 2 3 4 STEP 1 Discover Marketing Automation Vendors Action Item: If you are considering a new Marketing Automation system, review our Marketing Automation Vendors Matrix to learn about the key vendors in the Sales Intel- ligence space and to understand which vendors may work best for your organization. V I E W R E S O U R C E 29MARKETING AUTOMATION SOLUTION STUDY | ACTION PLAN Plan Strategy2 Select Technology3 1 Analyze Opportunities Execute Campaigns4 Measure Results5
  30. 30. STEP 3 Schedule Product Demos Action Item: After receiving RFPs from potential vendors, schedule and attend product/ service demos with 3-4 vendors to get an up-close-and-personal view of their solutions. STEP 2 Request Proposals for a Marketing Automation System Action Item: Request proposals from potential vendors to gather information on products/services. Use our Marketing Automation System RFP to create a standard proposal template for your organization. V I E W R E S O U R C E 30MARKETING AUTOMATION SOLUTION STUDY | ACTION PLAN Select Technology3 Plan Strategy2 1 Analyze Opportunities Execute Campaigns4 Measure Results5
  31. 31. 31MARKETING AUTOMATION SOLUTION STUDY | ACTION PLAN STEP 4 Determine the Best Vendor(s) Action Item: Evaluate the 3-4 vendors at the top of your list with our Marketing Automation Vendor Evaluation. V I E W R E S O U R C E Select Technology3 Plan Strategy2 1 Analyze Opportunities Execute Campaigns4 Measure Results5
  32. 32. Steps Roll out your Marketing Automation plan Prepare and launch campaigns that are based on existing best practices. 1 STEP 1 Roll out your Marketing Automation plan Action Item: Develop an implementation & communication strategy to roll-out the initiative in the organization and through your channels. Use our Marketing Communications Playbook to create your plan. V I E W R E S O U R C E 32MARKETING AUTOMATION SOLUTION STUDY | ACTION PLAN Select Technology3 Execute Campaigns4 Plan Strategy2 1 Analyze Opportunities Measure Results5
  33. 33. ACTION PLAN Measure the Results of your Campaigns Understand Marketing Automations Impact Measure results of your campaigns to determine return on investment (ROI). 1 2 STEP 1 Measure the Results of your Campaigns Action Item: Measure and track the progress and results of your Sales Intelligence initiative with our Marketing Automation Metrics Dashboard. V I E W R E S O U R C E Execute Campaigns4 Measure Results5 33MARKETING AUTOMATION SOLUTION STUDY | ACTION PLAN Select Technology3 Plan Strategy2 1 Analyze Opportunities
  34. 34. ACTION PLAN STEP 2 Understand Marketing Automations Impact Action Item: Use our Marketing Automation ROI Calculator to understand the impact your Marketing Automation system is having on your business. V I E W R E S O U R C E Measure Results5 34MARKETING AUTOMATION SOLUTION STUDY | ACTION PLAN Execute Campaigns4 Select Technology3 Plan Strategy2 1 Analyze Opportunities
  35. 35. 35MARKETING AUTOMATION SOLUTION STUDY: INSIGHTS, LANDSCAPE & VENDOR ANALYSISOUR SOLUTION STUDY METHODOLOGY Our Solution Study Methodology The Modern Marketing landscape is an ever changing, ever evolving environment in which new strategies, technologies, vendors and products appear continually. Demand Metric Solution Studies provide marketers with a focus on a specific technology solution set or focus area so that they are armed with the knowledge, information and tools they need to development effective strategies and action plans for their organizations. Each Solution Study involves hours of analyst research, draws information from interviews with vendor executives and established vendor clients for a specific technology solution and is usually accompanied by a mini Tool-kit of practical resources. Solution Study Tool-kits are designed to provide marketers with the tools & templates they need to plan for an initiative in a given focus area, analyze the vendor landscape and select the best vendor for their organization. Our Sales Enablement report series includes Solution Studies on: Enablement Knowledge Management Configure, Price Quote (CPQ) Sales Intelligence Customer Relationship Management (CRM) Marketing Automation (MA) Sales Communications Tools We provide a comprehensive overview of Sales Enablement in the companion report – Sales Enablement in 2013 Best Practices Report
  36. 36. 36MARKETING AUTOMATION SOLUTION STUDY: INSIGHTS, LANDSCAPE & VENDOR ANALYSISABOUT DEMAND METRIC About Demand Metric Demand Metric is a marketing research and advisory firm serving a membership community of over 90,000 marketing professionals and consultants in 75 countries. Offering consulting methodologies, advisory services, and 500+ premium marketing tools and templates, Demand Metric resources and expertise help the marketing community plan more efficiently and effectively, answer the difficult questions about their work with authority and conviction and complete marketing projects more quickly and with greater confidence, boosting the respect of the marketing team and making it easier to justify resources the team needs to succeed. To learn more about Demand Metric, please visit: www.demandmetric.com. CLIENT SUPPORT For information, inquiries and general support, please contact us toll-free at +1 866 947 7744, or info@demandmetric.com We offer discounts for academic and nonprofit institutions, provide group memberships and license our content to associations and large enterprises for use on corporate universities and intranets.
  37. 37. 37MARKETING AUTOMATION SOLUTION STUDY: INSIGHTS, LANDSCAPE & VENDOR ANALYSISTHE EVOLUTION OF SHOPPER MARKETING © Demand Metric Research Corporation. All Rights Reserved. www.demandmetric.com Follow us on Twitter Like us on Facebook Join Linkedin Group

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