This document discusses key points to consider before investing in a marketing automation system. It notes that implementation is not fully end-to-end as vendors only provide basic training and configuration support. Not all customer data can be imported and data is stored on shared servers, posing security risks for regulated industries. Integration with other apps relies on APIs and responsibilities are unclear. Email reputation on shared IPs and slow website loading from tracking codes are also issues. Total costs include monthly fees, support, training, and integration fees. Custom work is often needed for full third party integration.

2. Points to be discussed:
• Why Marketing Automation
• Things your Marketing Automation vendor won’t ever tell you
• Solutions
• Q&A

3. Marketo defines Marketing Automation is marketing technology that allows
marketers to streamline, automate, and measure marketing tasks and
workflows, so they can increase operational efficiency and grow revenue faster. It
increases an organization’s efficiency by monitoring regular marketing tasks
round the clock. With the help of advanced marketing automation tools
marketers are able to automate marketing processes like campaign
management, customer data segregation & integration, which results in
improved lead quality and higher sales.
What is Marketing Automation?

5. Points to consider before you invest in a
Marketing Automation system

7. Implementation is Never End-to-End
• Most Marketing Automation vendors charge hefty implementation fees
between $2000-$10000 for training and implementation
• This implementation generally includes detailed product feature training
and basic configuration
• Users have to do full implementation on their own with the help of help
videos, online chat or phone support
Solution:
Check the deliverables from the vendor before signing the dotted line. Take
help from marketing automation services companies like Esanosys.

9. You Can’t Import all Your Data
• It’s very easy to export data into a Marketing Automation system
• It isn’t very easy to import data from a Marketing Automation system
• You can’t import user behavioral data
• You are charged based on the number of contacts
Solution:
Choose a Marketing Automation system carefully and stick to it for the
long term.

11. Your Data Will Be Stored on Their Servers
• No big deal but be ready for it.
• Data stored on shared cloud servers
• Not suitable for regulated industries like banking, finance etc.
• Upgrades to dedicated servers are extremely expensive
Solution
Ask the vendor about their server location and data security features

12. Integration with Existing Apps

13. Integration with Existing Apps
• Integration with existing apps is through APIs
• Generic APIs are available or can be purchased from external vendors
• No one takes the responsibility of complete integration specially if
you have custom fields and workflows
Solution:
Explain your workflows and data fields to the vendor and ask them for
written assurance about integration issues or better still take the
services of companies like Esanosys.

15. Your Email Reputation is at Risk on a Shared IP
• Wondered why your emails do not always land in the inbox of your
contacts, in spite of you doing everything right.
• Chances are fellow users have spammed a lot and the email servers of
your marketing automation provider is blacklisted.
Solution:
Opt of a dedicated IP/Server if it’s within your budget.

17. The Tracking Code might Slow Down your Website
• Marketing Automation vendors will advise you to place the tracking
code on the header files of every page of you website.
• Yeah it’s small line of JavaScript but can slow down your website if not
implemented properly
Solution:
• Consider placing it in the footer.
• Doing so will let your visitor browse your website while the JavaScript
loads in the background.

19. How Long Will it Take to Implement the System?
The time taken for complete implementation varies from two to four
weeks and it depends on:
• The size of the organization and the condition of data
• Sophistication of your system or workflow
• The complexity of 3rd party app integration
Solution: Arrive at the implementation time in it’s entirety after
considering all the factors.

21. What is the Total Cost of Running the System?
The various costs involved are:
• Monthly Subscription Fees
• Support Fees
• Training Fees
• Integration Fees
• Implementation Fees
• On-Site Support/Training Fees
Solution: Take the fees schedule and breakup in advance to derive at the
total cost of running the system

23. 2-way Integration with 3rd Party Apps
• Check with your vendor if the marketing automation system supports
2 way integration with your existing apps.
• Most systems support 2 way integrations with popular apps, be sure
to check your apps are on the list.
Solution:
Create custom middleware/APIs to seamlessly pass data from one
system to another.

24. Any Questions?
Send your questions to me at sourabh@esanosys.com
You can also tweet me at @sourabhmathur
You can also visit our website www.esanosys.com for more information
on marketing automation