Criteria

Weighting

Implementation

System 1
(e.g. Marketo)

System 2
(e.g. Pardot)

System 3
(e.g. Silverpop)

System 4
...
Criteria

Weighting

Data management

System 1
(e.g. Marketo)

System 2
(e.g. Pardot)

System 3
(e.g. Silverpop)

System 4...
Criteria

Weighting

Technical

System 1
(e.g. Marketo)

System 2
(e.g. Pardot)

System 3
(e.g. Silverpop)

25%

Technical...
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Marketing automation evaluation criteria

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Around 60 criteria for evaluating marketing automation systems - from security to functionality and cost. More useful information and downloads (including campaign briefing templates) at http://www.themarketingpractice.com/marketing-automation/

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Marketing automation evaluation criteria

  1. 1. Criteria Weighting Implementation System 1 (e.g. Marketo) System 2 (e.g. Pardot) System 3 (e.g. Silverpop) System 4 (e.g. Eloqua) 50% Speed to market Credentials Case studies Support provided Documented and structured consultancy-led offer Internal (client) resource requirements/expectations Security 100% Data centre location and facilities (architecture) Data hosting credentials and accreditations Security documentation readily available Clean data security record Open to specific testing by client/third parties Back-up and disaster recovery policies Ongoing maintenance and monitoring Regulatory compliance Functionality 75% User interface usability/ease of use/intuitive Workflows Campaign management Landing pages Web forms Email templates (design, build and management) Email deliverability Inbox and spam checking Personalisation and dynamic content Testing ability Cont’d
  2. 2. Criteria Weighting Data management System 1 (e.g. Marketo) System 2 (e.g. Pardot) System 3 (e.g. Silverpop) System 4 (e.g. Eloqua) 75% Database management Data integrity management Lead scoring Segmentation Scalability (volume) Marketing permission management (unsubscribes) Subscription management CRM integration 50% Ease of integration approach/technical requirements Real-time integtration/flow of leads Bespoke integration rules User view of MA activity from within CRM Contact history and engagement tracking Campaign tracking Lead and opportunity management Sales integration Additional 50% Future proofing/development cycle Social media integration Event management and webinars SMS functionality Ongoing support and training Reporting 50% Campaign reporting Multi-channel integration/closed loop Dashboards Delivery mechanisms Format/look and feel Ease of set-up and deployment Cont’d
  3. 3. Criteria Weighting Technical System 1 (e.g. Marketo) System 2 (e.g. Pardot) System 3 (e.g. Silverpop) 25% Technical resource/capabilities required IP configuration Reputation and credentials for B2B marketing Cost 50% Implementation Monthly running cost Licencing Contract terms Additional/hidden costs Overall Adjust weighting percentages based on client priorities. All ratings are based on a 1-5 scale when comparing all systems (5 - Great, 1 - Poor) System 4 (e.g. Eloqua)

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