MARKETING

AUTOMATION
Solution Study

Insights, Landscape, & Vendor Analysis

 MARKETING AUTOMATION
Solution Study

Table of Contents
1 Executive Summary 03

2 What is Marketing Automation? 05

4 Benefits of Marketing Automation 08

5 Marketing Automation Deployment Lifecycle 11

6 Vendor Selection Criteria 13

7 Marketing Automation Solutions Landscape 18

8 Analyst Bottom Line 23

Action Plan 24

Our Solution Study Methodology 34

About 35
 MARKETING AUTOMATION
Solution Study

Executive Summary
 MARKETING AUTOMATION SOLUTION STUDY 4

Executive Summary
Effective Sales Enablement is a multi-stage process. In our Sales Enable-
ment Solution Study Series, we examine each functional area of Sales
This Solution Study covers:
Enablement, from initial marketing and sales alignment to the final deal
close and revenue capture.
What is Marketing Automation?
In this report, we focus on the second of the two foundation technolo-
gies of Sales Enablement – Marketing Automation.

The insights and analysis presented in this report provide marketers with Benefits of Marketing Automation
a baseline understanding of the Marketing Automation landscape.

If your organization is considering Marketing Automation software,

currently implementing a Marketing Automation system, or providing a Marketing Automation
Marketing Automation-related product or service, this report will provide Deployment Lifecycle
you with fresh insights on the landscape, technology, strategies, and
vendor solutions.
Vendor Selection Criteria

Marketing Automation
Solutions Landscape

Action Plan
THE EVOLUTION OF SHOPPER MARKETING MARKETING AUTOMATION SOLUTION STUDY 5

MARKETING AUTOMATION
Solution Study

What is Marketing Automation?

 MARKETING AUTOMATION SOLUTION STUDY 6

What is Marketing Automation?

Demand Metric defines Marketing Automation (MA) as:

The strategies, processes, and software tech-

Email
nology that enable marketing departments to auto-
Marketing
mate, measure, and improve the performance of Lead
marketing strategies, activities, and workflows. Management

Foundational
Features
These strategies and activities include: Email Marketing, Multi-channel of MA Systems
Campaign Management, Inbound/Search Marketing, Landing Pages,
Lead Generation, Lead Management, Lead Scoring, Lead Nurturing,
Social Marketing, Marketing Resource Management, Event Manage-
Campaign
Management
ment, Engagement Marketing, and Marketing Analytics.
Reporting
The four foundational functions of marketing automation systems are and Analysis
– email marketing, campaign management, lead management, and
reporting and analysis.

While the most advanced and sophisticated marketing automation

systems have extending capabilities far beyond this base, these func-
tions are core to a Marketing Automation system.
 SALES ENABLEMENT
ROLES RESPONSIBILITIES
Revenue Accountability
Senior
Staffing & Channel Management
Management
Reporting to CEO/Board
New Product Development
Product
Create Sales Tools/Guides
Management
Messaging & Positioning
Build Reports & Dashboards
Sales Operations Monitor Sales Productivity
Data Management
Build Reports & Dashboards
Marketing
Marketing Systems Admin
Operations
Data Management
Lead Generation & Events
Demand
Branding & Social Media
Generation
Content Marketing
Customer Acquisition
Sales/Account
Customer Retention
Mgmt.
Up-sell/Cross Sell
Staffing for Sales Enablement
Human
Sales Training
Resources Performance Management
Customer Service/Support
Customer
Identify Sales Opportunities
Support
Customer Insight/Feedback
Roles Matrix
PROCESSES
Budgeting & Planning
Performance Reviews & QA
Recruitment & Retention
Product Launch
Win/Loss Analysis
Competitive Analysis
Sales Forecasting
Territory Management
Sales Compensation
Marketing Budget
Campaign Analysis
Lead Scoring & Nurturing
Advertising/Sponsorship
Lead Generation & Appointments Digital Asset Management
Tradeshows & Webinars
Sales Process
Opportunity Management
Contact Management
Recruiting & Hiring
New Rep Onboarding
Performance & Firing
Helpdesk (phone support)
Email Support (case/ticket)
Online Community Requests
TECHNOLOGY
CRM
Business Intelligence
MRM
Product Mgmt. System
Enterprise Feedback/Survey
Content Management
CRM
Proposal/CPQ
Sales Content Portal
CRM & Marketing Automation
Analytics & B.I.
Asset Mgmt. & MRM
Marketing Automation/Email
Event/Survey Management
CRM
Proposal/CPQ
Sales Content Portal
HRIS
Learning Management System
LinkedIn & Job Websites
Customer Support, Twitter
CRM, Order Management
Accounting/Billing/ERP
CONTENT METRICS
Thought Leadership Blog Revenue by Channel
Webinar Presentations Customer Lifetime Value, NPS
Conference Keynotes Return on Customer (ROC)
Data Sheets, Whitepapers Market Share, Profitability
Case Studies/Testimonials Brand Equity
Competitive Analysis Content Usage
Compensation Model % Quota Achieved
TCO/ROI Calculators Sales Cost/Revenue Ratio
Sales Playbooks Incentive vs. Quota Ratio
Buyer Personas Sales Qualified Leads
Customer Journey Map Cost Per Lead (CPL)
Proposals, Presentations
Cost of Acquisition (CAC)
How-To Guides Campaign ROI, Email Metrics
Research Reports Marketing Qualified Leads
Webinars Contribution to Pipeline
New Features/Ideas for R&D % Quota Achieved
Objection Responses Renewal Rate, Revenue
Opportunity Metrics
Sales Scripts
Job Descriptions Avg. Time to Achieve Quota
Quality Assurance/Coaching % Unsuccessful Hires
Sales Training Manual # CV/Resume Submissions
New Features/Ideas for R&D Avg. Time to Resolution
Support Scripts % Escalations to Tier 2
FAQs, SLA Net Promoter Score (NPS)
THE EVOLUTION OF SHOPPER MARKETING MARKETING AUTOMATION SOLUTION STUDY 8

MARKETING AUTOMATION
Solution Study

Benefits of
Marketing Automation
 MARKETING AUTOMATION SOLUTION STUDY 9

Benefits of Marketing Automation

Here we explore the fundamental features/benefits of a typical Marketing Automation solution.
We will explore the advanced and emerging features and benefits, such as engagement marketing and channel marketing automation, in the Marketing Auto-
mation Solutions Landscape section of this report.
Implementing a Marketing Automation system offers the following major benefits to the marketing organization:

Aligns Sales & Marketing Develops Multi-Channel Marketing Campaigns

Alignment occurs when sales and marketing can agree on Across multiple channels for email, web, mobile, events,
the definition of a qualified lead, systems are integrated to and social media. The use of a multi-channel approach can
provide visibility into activities and results and the loop is drastically reduce acquisition costs for new prospects and
closed between the lead source and revenue generated. opportunities.

Improves Accountability & Credibility Manages Marketing Resources

When deployed properly, Marketing Automation solutions When key marketing processes are automated, fewer
increase credibility by providing a system of record that resources are required to manage new opportunities.
tracks and measures marketing activities and business
results for the marketing organization.
BENEFITS OF MARKETING AUTOMATION MARKETING AUTOMATION SOLUTION STUDY 10

Improves Lead Lifecycle Management
For lead generation, qualification, scoring, nurturing and
tracking and provide higher quality, more closeable leads
to sales in:
Additionally, the marketing organization can reduce expenditures and
more effectively manage marketing resources to deliver:
Total Marketing Revenue Contribution
Higher Revenue Per Sale

Lead to Closed Sale Conversion %

Quality of Leads Passed to Sales
% of Leads Accepted by Sales
Quantity of Leads Generated

Measures and Improves Revenue Performance

Revenue analytics on prospect behaviors and campaign
ROI provide marketers with the insight needed to optimize
spending on the most profitable marketing programs.

Download and complete Demand Metric’s Marketing Automation

Maturity Assessment to evaluate the effectiveness and identify VIEW RESOURCE
any weaknesses of your Marketing Automation system.
THE EVOLUTION OF SHOPPER MARKETING MARKETING AUTOMATION SOLUTION STUDY 11

MARKETING AUTOMATION
Solution Study

Marketing Automation
Deployment Lifecycle
 MARKETING AUTOMATION SOLUTION STUDY 12

Marketing Automation Deployment Lifecycle

As noted previously, the maturing of the Marketing Automation market A Marketing Automation deployment lifecycle typically begins with email
means that Marketing Automation has become an integral part of Sales marketing and often moves through the marketing department as follows:
Enablement, as illustrated by our Sales Enablement Roles Matrix (page 7).
FIGURE 1
As you will see, Marketing Automation and related Marketing Resource
Marketing Automation Deployment Lifecycle
Management (MRM) products and services are associated with the
following roles and processes:

Senior Management uses MRM to support budget and planning, perfor- 10 1

mance reviews, and the retention of sales reps. Revenue Email
Analytics Marketing
Sales Operations uses Marketing Automation to support sales fore- 9 2
casting, territory management, and sales compensation. Behavior Landing Pages
Tracking & Forms
Marketing Operations uses Marketing Automation to support
budgeting, campaign analysis, and lead qualification.
8 3
Demand Generation uses Marketing Automation to support advertising Social/Mobile Web Traffic
campaigns, lead generation, and event marketing. Marketing Analytics

Deployment of a Marketing Automation solution depends on the needs of 7 4

each organization. Vendor solutions vary widely in feature/function depth Web Content Campaign
Mgmt. Mgmt.
and breath. It is critical to choose one that encompasses the entire scope
of your organizational needs rather than just the first step or two.
6 5
Digital Asset Lead/Event
Mgmt. Mgmt.
That decision helps avoid having to stay with a system you have outgrown
simply because the cost and business disruption of change is too high.
THE EVOLUTION OF SHOPPER MARKETING MARKETING AUTOMATION SOLUTION STUDY 13

MARKETING AUTOMATION
Solution Study

Vendor Selection Criteria

 MARKETING AUTOMATION SOLUTION STUDY 14

Vendor Selection Criteria

Demand Metric recommends the following features/functions be included in any evaluation of a Marketing Automation Vendor Solution. The following image
identifies key functionality based on the four tiers listed in the Solutions Landscape section.

Marketing Automation Platforms Vendor Selection Criteria by Functionality Tier

Webinar/Event Management, Marketing Performance Tracking, Personalized/Localized Multi-channel

CUTTING-EDGE Engagement, Behavior Tracking, Revenue Analytics

Landing Pages, Web Forms, Surveys, Web Analytics & Visitor Tracking, Multi-channel Campaign Management,
STANDARD Campaign Measurement & Reporting, Lead Capture & Scoring, CRM Integration, Analytics, SEO

Social Marketing, Mobile Marketing, Online Advertising & Paid Search, Project Management,
COMPREHENSIVE
Channel/Partner Marketing, Website Management, Asset Management, Content Management

BASIC Lead Management, Email Marketing, Campaign Management, Database Management

Use Demand Metric’s Marketing Automation Vendor Evaluation to

VIEW RESOURCE
evaluate all of the criteria listed in this section for potential vendors.
VENDOR SELECTION CRITERIA MARKETING AUTOMATION SOLUTION STUDY 15

General/System
Secure Web Access for Remote Users Automation
Auto-responder emails sent upon form conversion
Easy & Intuitive User Interface
Leads are scored based on profile & activity history
No IT Staff Required for Set-up or Maintenance Leads routed based on lead assignment rules
Free Trial is Available to Test-Drive System Dynamic marketing campaigns based on if/then logic or behavior

Microsoft Outlook Email Integration Lead Scoring – Scores explicit data & behavioral data
Lead Nurturing – Prospects can be added to drip marketing campaigns
Microsoft Excel Import/Export
Landing Pages & Forms
Bi-directional CRM System Integration (Salesforce.com, etc.)
Customizable fields
Marketing Automation Fundamentals Invalid/free email address blocker

Email Marketing Form handler for existing web forms

Easy-to-use, robust WYSIWYG HTML editor Campaign Management

Dynamic insertion of variables & tracked URLs Integrates multiple channels on one platform

Lists can be imported, updated, and segmented Reports and analyzes budget and campaign response

Automatic de-duplication of contact records Chat – Supports proactive and reactive chat integrated with website
Email campaign scheduling & automation
Data Management
Web Analytics
De-duplication, validation, append
Individual user behavior tracking (micro-analytics)
Enrichment (integration with D&B, GroupOne, etc.)
Identification of anonymous companies (WHOIS)
Digital Asset Management – Supports repository, user access control,
Captures prospect’s data for incomplete forms
personalization, and localization of content
Tracks entry/exit pages & referral source identifies search terms
used to find your website Web Content Management – Creates, manages, and delivers personal-
Daily visitor activity reports (automatically sent to sales/marketing users) ized online experiences through mobile, social, and ecommerce
VENDOR SELECTION CRITERIA MARKETING AUTOMATION SOLUTION STUDY 16

Sales Enablement Functionality

Prospect Activity Alerts – Sends to sales users based on automation
rules

Real-Time Sales Alerts, Prospect Tracking, and Analytics

Ability to View User Activities within CRM System Interface

Activity History – Form submissions, email opens, web visits, and

downloads

Prospects Filtering – Prospects can be sorted based on lead score,

recent activity, and company

Lead Qualification – Leads are only transferred when they reach a

pre-defined minimum score

Re-Assignment – Leads can be re-assigned to new sales representative

Profiling – Sales users can update prospect profile to automate lead scoring

Last Activity – Sales users can view & sort prospects based on last activity

Do Not Call/Unsubscribe – Prospects can be added to Do Not Contact

lists

Use Demand Metric’s Marketing Automation Vendor Evaluation to

VIEW RESOURCE
evaluate all of the criteria listed in this section for potential vendors.
VENDOR SELECTION CRITERIA MARKETING AUTOMATION SOLUTION STUDY 17

Advanced Functionality
Lead Scoring Integrated Digital Asset Management – Personalized output in multiple
Centralized scoring based on pre-determined criteria channels with precise control over user rights
Supports multiple scoring models to segment based on different Social Marketing – Publishing, monitoring, and analytics
product lines, geographies, behaviors, or loyalty levels
Mobile Marketing – Universal, all-device access; responsive design and
3-D Lead Scoring – Scoring based on activity profile, engagement level, SDKs
and lifecycle stage
Personalized, Localized, Multi-channel Engagement – Web and mobile
Email/Web Analytics Application Integration (Google Analytics, etc.) engagement by individual user activity and interest
Paid Search Application Integration (Google AdWords, etc.) Marketing Performance Tracking – ROI tracking and reporting
Marketing Campaign ROI (search, direct mail, PPC, cold-calling, trade- Behavior Tracking
show, etc.)
Records individual-level profiles of the Web visits and other activities
Closed-Loop Reporting – All sales can be traced back to original lead Delivers relevant messages to users based on online behavior
source
Revenue Analytics – Revenue analytics can import CRM opportunity data
Event Management – Automation of pre- and post-event marketing
and relate it to marketing campaigns for ROI analysis
activities
Integrated Channels
SMS – Supports personalized text messaging
RSS – Supports creation and management of RSS
Digital Direct Mail – Creates and sends personalized mail
Voicemail – Sends personalized, individual or batch
Text-To-Voice – Computer generated voice from script
Call Center – Integration with Telemarketing/Inside Sales
THE EVOLUTION OF SHOPPER MARKETING MARKETING AUTOMATION SOLUTION STUDY 18

MARKETING AUTOMATION
Solution Study

Marketing Automation
Solutions Landscape

Marketing Automation Solutions Landscape
History
As with the CRM space, the MA Landscape has matured rapidly in the
last five years. Solutions that began to automate basic marketing tasks
have evolved into lead lifecycle management systems and total customer
engagement systems.
They have grown from offering marketing support to driving revenue
performance management supported by analytics that measure ROI
throughout the customer lifecycle.
Initial MA systems, which appeared in the late 1990s (Silverpop, MindMa-
trix, Aprimo, and Eloqua), focused on three core areas – email marketing,
campaign management, and lead management – with differing levels of
integration between functions and to existing CRM systems.
A second wave of players emerged in the mid-2000s (Marketo, Pardot,
SalesFUSION, and RightOn), providing tighter integration among
marketing functions and support for inbound marketing campaigns,
website traffic, and site management. Functions, such as content, asset,
workflow, and project management, also appeared in these systems.
MARKETING AUTOMATION SOLUTION STUDY 19
Key Trends
Like the CRM space, the MA Solutions Landscape is three-tiered: Enter-
prise, Mid-Market, and Small Business.
The Enterprise leaders are Aprimo, Oracle-Eloqua, Marketo, Salesforce.
com-Pardot, Adobe-Neolane, and Act-On.
The Mid-Market leaders are Marketo, Act-On, SalesFusion, MindMatrix,
Hubspot, and Silverpop.
Small Business leaders are InfusionSoft and LeadLife. Since 2010, the
MA landscape has been characterized by four key trends:
Market Consolidation - Major acquisitions occurring in the last three
years include: Aprimo by Teradata (2010), Neolane by Adobe (2012),
LeadFormix by CallidusCloud (2012), Eloqua by Oracle (2012), Pardot
by Exact Target (2012) & Exact Target by Salesforce (2013), and Loop-
fuse by SalesFusion (January 2014).
Integration with CRM and a larger role in Sales Enablement -
Tighter integration with CRM systems gives MA systems richer data for
customer profiles to extend lead nurturing, management, & scoring.
Additionally, contact data can be integrated, creating a single identity
for a prospect/customer across all marketing and sales channels.
MARKETING AUTOMATION SOLUTIONS LANDSCAPE
Personalization - Customer profiling has matured from capturing activity
to tracking behaviors by both known and anonymous website visitors,
which can be linked to social profiles and provide the capability for real-
time responses to website visits, landing page activity, or campaign
interaction.
Performance Measurement - Analytics have matured from website activity
and traffic reports to provide detailed measurements of multi-channel
campaign performance. Revenue analytics track prospects over time,
providing reports on buying cycles and marketing effectiveness.
MARKETING AUTOMATION SOLUTION STUDY 20
Playing Field
Across the Marketing Automation Landscape, solutions fall into four
tiers based on the features and functionality of their offerings:
Basic - Lead, Campaign & Management, Email Marketing
Standard - Landing Pages/Web Forms/Surveys, Web Analytics/Visitor
Tracking, Multi-channel Campaign Management, Analytics/SEO,
Campaign Measurement & Reporting, Lead Capture & Scoring, CRM
Integration
Comprehensive - Social Media/Mobile Marketing, Online Advertising
& Paid Search, Project/Process/Workflow Management, Channel/
Partner Marketing, Website Management, Asset Management,
Content Management
Cutting-Edge - Webinar/Event Management, Personalized/Local-
ized Multi-channel Engagement, Marketing Performance Tracking,
Behavior Tracking, Revenue Analytics
MARKETING AUTOMATION SOLUTIONS LANDSCAPE
Evolution of the Landscape
The Marketing Automation landscape has evolved dramatically from its core
roots in batch-and-blast email marketing and campaign management to
create a customer-centric experience from the first visit or campaign touch.
Demand Metric expects this trend to continue as marketers
use Marketing Automation systems to own the engagement
throughout the customer lifecycle.
New functions will enable an increasingly responsive, uniquely personalized
and social experience with deeper insights into the customer experience.
Review Demand Metric’s Marketing Automation Vendors Matrix to
evaluate the key vendors in the MA space. This matrix will help you
understand which vendors might work best for your organization.
MARKETING AUTOMATION SOLUTION STUDY 21
Key changes in the MA Landscape will include:
360° Personalized Multi-Channel Engagement with the capability
to engage the prospect simultaneously across all channels, including
increased use of SMS text campaigns.
Universal Behavior Tracking offers the ability to deliver real-time, cross-
channel, behavior-driven communications that are uniquely relevant to
each contact in the marketer’s database.
Predictive Analytics provide the ability to use online activity and
behavior to trigger offers, improve targeting, and enhance segmenta-
tion analysis. We’ve just begun. Future systems will anticipate visitor
choices and behaviors and “pre-present” offers and options before the
visitor is actually looking for them.
VIEW RESOURCE
MARKETING AUTOMATION SOLUTIONS LANDSCAPE
CRM vs. Marketing Automation: A Matter of Perspective
A decade ago, there was a very clear distinction between Customer Rela-
tionship Management and emerging Marketing Automation systems. CRM
systems focused on account and contact management. Lead management
was focused on pipeline management of a qualified lead from initial contact
to close. Marketing Automation systems were focused on Campaigns:
email campaigns, marketing programs, and lead capture.
Today, these lines have blurred greatly. Acquisitions of Marketing Automation
vendors by CRM players and the increasing sophistication of Marketing Auto-
mation vendors often make it difficult to distinguish between the two systems.
However, key differences still exist and it is a matter of system perspec-
tive. The CRM perspective is focused on the activities and functions that
most impact sales. CRM marketing functions focus most heavily on lead/
pipeline management (moving the lead from opportunity to close). The
Marketing Automation perspective is focused on the activities and functions
that most impact marketing.
Download Demand Metric’s tools for Lead Acquisition and
Qualification to see the interrelatedness of CRM and Marketing
Automation functions.
MARKETING AUTOMATION SOLUTION STUDY 22
Marketing Automation systems focus most heavily on gathering lots of leads
through programs and campaigns, then determining which leads are best to
send to sales (scoring and nurturing the lead until it turns into an opportunity).
CRM and Marketing Automation Integration
The importance of CRM and Marketing Automation integration cannot be
overstated. This integration is the foundation for sales and marketing align-
ment and a critical component of Sales Enablement. This fact has driven
most of the acquisitions we have seen in the last three years, as noted previ-
ously in this section.
Demand Metric expects integration between CRM and Marketing
Automation systems to become tighter and more focused, deliv-
ering on the promises of sales and marketing alignment and on the
promises of Sales Enablement.
VIEW WEBSITE
THE EVOLUTION OF SHOPPER MARKETING MARKETING AUTOMATION SOLUTION STUDY 23

Analyst Bottom Line

Marketing Automation systems provide the foundation technolo-
gy for the successful deployment of Sales Enablement initiatives.

If your organization has not yet invested in a Marketing Automa-

tion system, or is just working at the foundational level, now is the
time to consider or upgrade it.

The Marketing Automation landscape is changing rapidly.

Emerging trends include a tighter integration with CRM through

market consolidation and new product development; increasing
focus on revenue performance management; and the delivery
of a customer-centric, personalized, multi-channel engagement
throughout the customer lifecycle.
THE EVOLUTION OF SHOPPER MARKETING MARKETING AUTOMATION SOLUTION STUDY 24

M A R K E T I N G AU TO M AT I O N
ACTION PLAN

Follow this simple, step-by-step methodology to develop a marketing automation plan that increases
sales, builds customer insights, and grows brand awareness.
ACTION PLAN MARKETING AUTOMATION SOLUTION STUDY 25

1 Evaluate

2 Review Evaluate Your Marketing Automation Maturity

3 Develop Use our Marketing Automation Maturity Assessment to eval-

uate your organization’s current Marketing Automation system,
initiatives and programs.
4 Understand

5 Request
VIEW RESOURCE

6 Identify

7 Select

8 Strategize

9 Measure
ACTION PLAN MARKETING AUTOMATION SOLUTION STUDY 26

1 Evaluate

Build the Business Case

2 Review

3 Develop If you are just beginning a Marketing Automation program, create

a business case to gain executive buy-in for a Marketing Automa-
tion system with our Marketing Automation Business Case.
4 Understand

5 Request
VIEW RESOURCE

6 Identify

7 Select

8 Strategize

9 Measure
ACTION PLAN MARKETING AUTOMATION SOLUTION STUDY 27

1 Evaluate

2 Review Build a Marketing Automation Plan You Can

Share With Stakeholders

3 Develop
Develop a solid plan and goals for the next 12-18 months for
your Sales Intelligence initiative with our Marketing Automa-
4 Understand
tion Strategy Scorecard.

5 Request

VIEW RESOURCE
6 Identify

7 Select

8 Strategize

9 Measure
ACTION PLAN MARKETING AUTOMATION SOLUTION STUDY 28

1 Evaluate

2 Review Discover and Research Key Marketing

Automation Vendors
3 Develop
If you are considering a new Marketing Automation system,

4 Understand review our Marketing Automation Vendors Matrix to learn about

the key vendors in the Sales Intelligence space and to understand
which vendors may work best for your organization.
5 Request

6 Identify VIEW RESOURCE

7 Select

8 Strategize

9 Measure
ACTION PLAN MARKETING AUTOMATION SOLUTION STUDY 29

1 Evaluate

2 Review Obtain Proposals From Your Short List of

Marketing Automation Vendors
3 Develop
Request proposals from potential vendors to gather informa-
tion on products/services.
4 Understand
Use our Marketing Automation System RFP to create a stan-

5
dard proposal template for your organization.
Request

6 Identify
VIEW RESOURCE

7 Select

8 Strategize

9 Measure
ACTION PLAN MARKETING AUTOMATION SOLUTION STUDY 30

1 Evaluate

2 Review Learn More About Your Potential Vendors’

Product and/or Service
3 Develop
After receiving RFPs from potential vendors, schedule and attend
product/service demos with 3-4 vendors to get an up-close-and-
4 Understand
personal view of their solutions.

Follow these best practices:

5 Request
prioritize your requirements and use cases

6
send your use cases to vendor in advance of demo
Identify
define meeting length (max 1 hour) up front
don’t let vendor control the demo
7 Select
rate each vendor using a scorecard
have vendor demo their solution to your top use cases
8 Strategize
make list of key items that vendor doesn’t have clear answers for
set clear expectations around follow-up and timeframes
9 Measure
ACTION PLAN MARKETING AUTOMATION SOLUTION STUDY 31

1 Evaluate

2 Review Find the Best Fit by Evaluating Vendors Using

Selection Criteria
3 Develop
Evaluate the 3-4 vendors at the top of your list with our
Marketing Automation Vendor Evaluation.
4 Understand

5 Request
VIEW RESOURCE

6 Identify

7 Select

8 Strategize

9 Measure
ACTION PLAN MARKETING AUTOMATION SOLUTION STUDY 32

1 Evaluate

2 Review Follow Proven Best Practices to Marketing

Automation Success
3 Develop
Develop an implementation & communication strategy to roll-out
the initiative in the organization and through your channels.
4 Understand
Use our MarCom Plan Methodology to create your plan.

5 Request
MARKETING COMMUNICATIONS PLAN
Playbook & Toolkit

6 Identify
VIEW RESOURCE

7 Select
Follow this simple step-by-step playbook to create a marketing communications
plan that supports its marketing strategy.

8 Strategize

9 Measure
ACTION PLAN MARKETING AUTOMATION SOLUTION STUDY 33

1 Evaluate

2 Review Track Key Marketing Automation Metrics

3 Develop Measure and track the progress and results of your Sales
Intelligence initiative with our Marketing Automation Metrics
Dashboard.
4 Understand
Use our Marketing Automation ROI Calculator to understand
the impact your Marketing Automation system is having on your
5 Request business.

6 Identify
VIEW RESOURCE

7 Select

8 Strategize

9 Measure
 MARKETING AUTOMATION SOLUTION STUDY 34

Our Solution Study Methodology

The Modern Marketing landscape is an ever changing, ever evolving Our Digital Marketing report series includes Solution Studies on:
environment in which new strategies, technologies, vendors, and
Content Marketing
products appear continually.
Configure, Price, Quote (CPQ)
Demand Metric Solution Studies provide marketers with a focus
on a specific technology solution set or focus area so that they are Customer Relationship Management (CRM)
armed with the knowledge, information, and tools they need to Email Marketing
develop effective strategies and action plans for their organizations.
Enablement Knowledge Management
Each Solution Study involves hours of analyst research, draws infor- Marketing Automation
mation from interviews with vendor executives and established
Mobile Marketing
vendor clients for a specific technology solution, and is usually
accompanied by a mini Tool-kit of practical resources. Public Relations

Solution Study Tool-kits are designed to provide marketers with the Sales Communication
tools & templates they need to plan for an initiative in a given focus Sales Intelligence
area, analyze the vendor landscape, and select the best vendor for
Social Media Marketing
their organization.
Video Marketing
 MARKETING AUTOMATION SOLUTION STUDY 35

About Demand Metric

Demand Metric provides Agile Marketing software powered

by 1,000+ practical tools and resources to help our members
complete their work faster and with more confidence.

Our community of 125,000+ global members is composed of

CEOs and business owners, marketing consultants and agen-
cies, marketing executives and managers, and professionals
who specialize in: product management, marketing operations,
sales enablement, customer engagement, demand genera-
tion, content marketing, project management, account-based
marketing, and other disciplines.
VIEW WEBSITE
To learn more about Demand Metric, sign up for a free member-
ship at www.demandmetric.com
THE EVOLUTION OF SHOPPER MARKETING MARKETING AUTOMATION SOLUTION STUDY 36

© Demand Metric Research Corporation.

All Rights Reserved.

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