Points to be discussed:

• Why Marketing Automation

• Things your Marketing Automation vendor won’t ever tell you

• Solutions

• Q&A

Marketo defines Marketing Automation is marketing technology that allowsmarketers to streamline, automate, and measure marketing tasks andworkflows, so they can increase operational efficiency and grow revenue faster. Itincreases an organization’s efficiency by monitoring regular marketing tasksround the clock. With the help of advanced marketing automation toolsmarketers are able to automate marketing processes like campaignmanagement, customer data segregation & integration, which results inimproved lead quality and higher sales.

What is Marketing Automation?

Points to consider before you invest in a Marketing Automation system

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 trainingand basic configuration

• Users have to do full implementation on their own with the help of helpvideos, online chat or phone support

Solution:

Check the deliverables from the vendor before signing the dotted line. Takehelp from marketing automation services companies like Esanosys.

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.

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

Integration with Existing Apps

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 ifyou 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.

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.

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.

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.

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

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.

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