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Selecting a Marketing Automation Vendor
September 3, 2009
© Left Brain Marketing Inc. All Rights Reserved 2
About Left Brain
What – Full-service Marketing Automation Agency Key Attributes – Large & Small company experience, Project & Agency-based services Value Prop – Deep Marketing Automation Expertise on multiple platforms
Services Marketing Automation Planning
Strategy, Program Design, Nurturing, Lead Scoring, Demand Gen
Marketing Automation Production Design and Management of programs (Project or Agency)
Creative Services Copy writing, landing page creation, graphic design
Collateral Creation eBooks, Newsletters, Case Studies, Podcasts, Webinars
SFDC System set-up, Dashboards, Customization
Vendor Selection
• Focus on BtoB or BtoC? • Platform performance • Data Loss potential • Interface - Ease of Use • Implementation • Maintenance • Integration with CRM, etc • Training, Services and Support • Email Delivery • Up-time/Down-time • Reporting • Hand-off to Sales
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Dispelling a few myths
1. Ease of use = success 2. You can get a “starter” system 3. I don’t have budget 4. ???
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Features & Functions
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DYNAMIC LISTS
VISITOR TRACKING
DYNAMIC CONTENT
BLOCKS
LEAD SCORING
CAMPAIGN MGMT
REPORTING CRM DATA SYNC
EMAIL ENGINE
CONTENT MGMT
SYSTEM
SALES LEAD INSIGHT
TOOLS
WEB FORM & LANDING
PAGE BUILDER
Required Features & Functions
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DYNAMIC LISTS
VISITOR TRACKING
LEAD SCORING
CAMPAIGN MGMT
REPORTING CRM DATA SYNC
WEB FORM & LANDING
PAGE BUILDER
© Left Brain Marketing Inc. All Rights Reserved 7
Functionality – Does your choice of tool make a difference?
§ Lead Scoring
§ Dynamic Content
§ Campaign Management
§ Progressive Pro"ling
Lead Scoring
§ Demographic (Quali"cation, Explicit) Criteria • Industry, Job Title, Role, Budget, Timeline
§ Behavioral (Interest, Implicit) Criteria • Recency, Frequency, Collateral, Email, Events
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Qualification
Interest Lead Score + =
Lead Scoring – what to consider
§ Single or multi-model scoring § Multiple factor models
• Demographic • Behavioral
§ Presentation of the score • Raw number or A, B, C • Rolled into one
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Dynamic Content Blocks
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Bought it.
Bought it.
Bought it.
Bought it.
Not even sure what it is?
Personalize?
12
Campaign Management
Another Option
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Progressive Pro"ling
What: Asking a new question each return visit What to look for: § Ability to vary number of "elds § Ability to inquire database to “pick” "eld
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Don’t do this.
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Suggestions: 1. Ask only what you absolutely need 2. Use each additional piece of information to better segment 3. Be sure the prospect is sold on your value first 4. How else do you collect data?
Selecting a vendor
§ Identify what’s important to you § Demo best practices § Have a checklist § Do your own research § Understand hidden costs
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What criteria count?
Criteria MA #1 2 3 4 5 6
Ease of Use 7.0 6.0 7.3 5.7 8.0 4.3 Repor4ng & Analy4cs 8.3 9.5 7.3 6.7 2.7 4.7 Workflow mapping 4.3 4.0 4.3 2.3 2.7 3.0
Lead Scoring 4.7 4.5 4.0 3.7 2.7 3.0 Depth of Func4onality including Integra4ons
4.7 4.0 3.7 3.0 3.0 3.0
Sales Alignment Func4onality
4.7 2.5 3.3 3.0 4.0 2.7
Totals 33.7 30.5 30.0 24.3 23.0 20.7
Different criteria
MA #1 2 3 4
Licenses 1 year subscrip4on 1 year subscrip4on 1 year subscrip4on 1 year subscrip4on
Release schedule Every 6 mos Every 2 months
Training Addi4onal cost Included
Support Addi4onal cost, 4ered Included Included; premium available
Connectors to CRM Addi4onal Cost Included Included Included
Enduser requirements (headcount)
Domain expert required, usually full 4me employee
Power User; between 25 to 50% of an individual’s 4me
Power User; between 25 to 50% of an individual’s 4me
Power user between 25 to 50% of an individual’s 4me
Pricing model Tiered by func4onality All-‐inclusive, based on data base size
Fixed email ceiling; addi4onal cost past threshold
Pressure to upgrade to expanded products
Yes No No Yes
Summary
Significantly higher TCO than other 3
On par to 3 Lowest TCO Between 1 and 2
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© Left Brain Marketing Inc. All Rights Reserved 19
What questions to ask in the Demo.
§ If possible, go through two waves of demos § Demo-awareness – show me, don’t just explain it § Dedicated versus shared IP Address § What do you mean I can’t send my emails on Tuesdays? § What’s their service and support model? § What’s their customer retention rate? § Can I speak to three ex-customers to "nd out why
they’ve left? § Email deliverability
AcJvity
• Demonstrate the process to create a Form.
• Demonstrate the process to create a Landing Page.
• Demonstrate the process to create an Email Template.
• Show us how to build a list for a campaign?
• Show us how to build a three-‐touch nurture?
• What does your events module look like?
• Can you show us three reports that come standard with the solu4on?
• Can you show us how to modify one of these reports?
• Can we see lead scoring?
• Do you have an example of a microsite?
• Can you collect data on us in this demo and then show us how data is reported in SFDC or other CRM system?
• Can you show me a produc4zed connector that is working (e.g. Omniture, Coremetrics)?
• Can you show me your customer self-‐help portal?
• Can we see one or two other marke4ng channels that the system integrates: purls, print, voice broadcast, text message, direct mail, chat, RSS, social networking solu4ons?
• Did they offer you to take control and use the system during the mee4ng?
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Sample Demo Checklist
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What to expect. Implementation § Ease – Usually quick and relatively easy (hours to days) § Cost – Usually free, although Eloqua & B2B Engage charge
• Hidden costs – changing forms, rebuilding brand-approved templates, time
First 90 days § Getting started – One has mandatory training, most others offer some
amount of initial free support § Low-hanging fruit
90+ days § Knowledge/Skill sets § Expectations/Time to value
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Making the right decision.
§ Involve the end-user in the evaluation process
§ Identify internal & external resources
§ Develop a “What I want To Do” List
§ Do I need an RFP?
Preparing your Organization
§ Required Skills • Production • Strategy • Training (online vs. live vs. one-on-one) • Agency vs. going it alone
§ The Hidden Cost § Internal Alignment
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Potholes
§ 90-120 days is probably the most common place where
marketers stumble
§ Failing to dedicate enough time on an on-going basis
(it’s a learning process)
§ Going too fast
§ Not involving the end-users in the process