The document discusses what to look for in a marketing automation system. It provides information on who Pardot and Brainsell are and what marketing automation is. The main sections outline the advantages of marketing automation, whether a company needs one, the steps to select and implement a system, expectations for the sales process, and key features to look for in a vendor like web analytics, email, forms, CRM integration, reporting, and more. It concludes by providing contact information for Pardot and Brainsell.
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What to Look for in a Marketing Automation System
1. What to Look for in a
Marketing Automation System
2. Kevin Goldstein
Sales Director
Pardot LLC.
Sonja Fridell
Director of Marketing
Brainsell Technologies
3. Who We Are
• Marketing Automation for
SMB, B2B Companies
• Founded in 2007
• Private, Self Funded
• Located in Atlanta, GA
• 800+ Clients
• 70 Employees
4. Who We Are
• Business Solutions company
dedicated to helping businesses
grow with technology
• Founded in 1994
• Located in Boston, MA
• Hundreds of clients using
CRM/ERP or Marketing
Automation
• Privately owned – grew business
by 20% last year…how?
5. What is Marketing Automation?
A marketing automation system is a SaaS solution
that increases sales and maximizes efficiency for
companies with complex sales cycles. It allows
B2B marketers to automatically:
• Generate and assign leads
• Identify the hot ones
• Nurture the cold ones
• Track campaign success (ROI)
6. What are the advantages?
Score and prioritize leads
Arm your sales team
Close the loop
Automate and refine marketing tasks
7. Do you need one?
Do you currently or plan to use…
Web Analytics
Registration Forms
Email Marketing
Paid Search
Social Media
Webinar
CRM
8. Now what?
Your steps to selecting and implementing…
1. Create a Plan
2. Create Realistic Goals
3. Evaluate and Try Available Options
4. Decide and Implement
5. Access Results
9. Now what?
Expectations from vendor during sales process…
Week 1: Self Evaluation
Week 2: Vendor Evaluation
Week 3: Technical Demo
Week 4: Decision
Week 5: Planning and Implementation
Week 6: Training
Week 7: Give Feedback
10. What to look for in a vendor
Compatibility/Infrastructure
• SaaS
• User Rights and Roles
• Support for different browsers
• Support for different operating systems
11. What to look for in a vendor
Web Analytics
• Record and Display Online Activities
• Track Time on Page
• Track Anonymous Visitors
• Score based on these activities
• Integrate with your existing Google Analytics account
Site Search
• Track prospect search terms on your site
• Track prospect search terms on Google, Bing, etc.
• Reporting
12. What to look for in a vendor
Rule Automation
• Alert sales on specific activities
• Drip Marketing/Automate Email Messages
• Dynamic Segmentation
• Lead Scoring
• Assign prospects to your CRM
13. What to look for in a vendor
Email
• Auto-Responder Emails
• Drip Marketing/Automate Email Messages
• Email Blasts
• WYSIWYG and Third Party HTML Support
• Email Client Plug-ins (for sales)
14. What to look for in a vendor
Landing Page Tools
• HTML Editor
• WYSIWYG
• Drag and Drop Functionality
• Rule Automation for submissions
• Custom URLs
Yoursite.com/WHATEVER-YOU-WANT
15. What to look for in a vendor
Forms
• Easy Integration into your site
• Customizable Form Fields
• Progressive Profiling / Smart Forms
• Drag and Drop Functionality
• Rule Automation for submissions
• Custom Formatting
• Free/Invalid Email Address Checker
16. What to look for in a vendor
CRM Integration
• Native CRM Connector to your CRM
API if not?
• Automatically assign leads
• Opportunity Synching
• Custom Field Support
Lead, Contact, Account and Opp level
• Create & Schedule Tasks
17. What to look for in a vendor
Webinar Integration
• Integration with your webinar provider
• Track registered, attended and absent prospects
• Trigger Emails Based on Responses
• Share data with sales (CRM)
• Control look & feel of registration/landing pages
18. What to look for in a vendor
Social Media Integration
• Integration with Twitter, Linkedin & Facebook
• Schedule Posts
• Track and Report on Posts
• Opportunity Association from CRM
19. What to look for in a vendor
Reporting
• Make sure it’s flexible
• Reporting on Google Ads and PPC
• Opportunity ROI Reporting
• CSV Exports and Visual Reports available
• Automated reports for C-level
CRM – Ask for Sonja’s input. A few benefits of inbound marketing and CRM.
Create PlanPlan the requirements for the marketing automation system.o Plan the timeline for the project.Assemble the team assigned to choose and manage the solution.Create Realistic Goalso How long does it take for a routine landing page update without a marketing automation system? How long would you like it to take with a marketing automation system?o How long does it take to analyze campaign data across all marketing channels without a marketing automation system? How long would you like it to take with a marketing automation system?How long does it take to qualify, score, and assign prospects without a marketing automation system? How long would you like it to take with a marketing automation system?Evaluate and Try Available Optionso Understand the level of product sophistication required for your organization.o Ask for several product demonstrations from vendors, both from a business user’s view and from a technical, administrative perspective.Consider contract terms for various vendors.Decide and Implemento Decide on a solution and embrace it.o Set up your initial marketing campaigns and integrate the most critical content first.o Integrate more content as needed.o Train business users and request feedback.Provide feedback to all parties involved.Assess Resultso Analyze the measurable goals.o Examine the change in online marketing activity.o Inspect marketing automation solution usage within your team.Understand the amount of time now required by staff to support marketing and sales efforts.
Week 1 (Self-Evaluation) • Answer marketing automation evaluation questions• Determine implementation goals• Set a project leaderWeek 2 (Vendor Evaluation)• Choose solutions to evaluate• Receive high-level business demonstration of each• Narrow choices• Re-evaluate goals based on presentationsWeek 3 (Technical Demo)• Receive technical demonstration• Ask final vendor questionsWeek 4 (Decision) • Evaluate the solution based on your trial run• If satisfied, purchase solutionWeek 5 (Planning and Implementation)• Upload materials to the solution• Begin planning processes and strategiesWeek 6 (Training) • Outline training objectives• Receive training for specific business scenarios• Have full team begin using the solution Week 7 (Feedback)• Provide feedback to vendor based on experience• Offer suggestions for improvements• Set up open communication for continuing dialogue
ask Sonja for some use cases/best practices of common rules around CRM