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Technology evaluation guide: Marketing automation
B2B Marketing, April 2011, Pages: 139
Marketing automation is the much-hyped technology that is often regarded as driving the demand generation revolution across the B2B marketing sector. By integrating a state-of-the-art email application with comprehensive analytics capabilities and much more, marketing automation promises to transform marketers’ ability to provide highly measurable and effective campaigns which clearly demonstrate ROI, and a flow sales-ready leads for conversion. And by providing unprecedented levels of clarity on a prospect’s digital body language, this technology enables lead-nurturing and has the potential to transform marketing’s relationship with sales, enhancing transparency and improving effectiveness all round.
If you’re looking for detailed functional specifications for different marketing automation suppliers and platforms, or simply to understand how this technology can transform your demand generation activities, the Marketing Automation Technology Evaluation Guide is designed to meet your needs. It will help marketers to understand the vendor and platform landscape, and those involved in procurement to shortlist and ultimately select the optimum platform, based on functional and financial criteria.
However, although the software-as-a-service design of these systems makes them easy to implement from a technology standpoint, they are expensive and represent a significant commitment – both in time and resources - for successful rollout. This Technology Evaluation Guide does the hard work for you: by providing detailed functional specifications from the eleven leading vendors in this market, allowing you to create a shortlist based on your specific requirements, and assisting in the final selection process.
The guide will help you:
- Understand the market – what marketing automation platforms do and how they developed
- Evaluate suppliers – compare and contrast functionality from all the leading platforms
- Create a shortlist – understand which platforms are right for you
- Develop integrated activity – schedule on- and offline campaigns focused around key objectives
- Nurture leads – use digital body language to inform communications preferences
- Integrate with sales – build a harmonious a mutually beneficial relationship with the sales team.
The guide covers:
- Company information – an overview of each vendor from target audience to key personnel
- Products – a comprehensive breakdown on their USPs and functionality
- Implementation – CRM integration, collaboration tools and training
- Purchasing and sales history – costs, customers and case studies
- Market perspective – from primary points of difference to purchase barriers
Product samples
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