what to look for in a marketing automation system
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What to Look for in a Marketing Automation System
Kevin GoldsteinSales Director
Pardot LLC.
Sonja FridellDirector of Marketing Brainsell Technologies
Who We Are
• Marketing Automation for SMB, B2B Companies
• Founded in 2007• Private, Self Funded• Located in Atlanta, GA• 800+ Clients• 70 Employees
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?
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)
What are the advantages?
Score and prioritize leadsArm your sales teamClose the loopAutomate and refine marketing tasks
Do you need one?Do you currently or plan to use…
Web AnalyticsRegistration FormsEmail MarketingPaid SearchSocial MediaWebinarCRM
Now what?Your steps to selecting and implementing…
1. Create a Plan2. Create Realistic Goals3. Evaluate and Try Available Options4. Decide and Implement5. Access Results
Now what?Expectations from vendor during sales process…
Week 1: Self EvaluationWeek 2: Vendor EvaluationWeek 3: Technical DemoWeek 4: DecisionWeek 5: Planning and ImplementationWeek 6: TrainingWeek 7: Give Feedback
What to look for in a vendor
Compatibility/Infrastructure• SaaS• User Rights and Roles• Support for different browsers• Support for different operating systems
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
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
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)
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
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
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
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
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
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
[email protected] x206
Contact Us
[email protected] x120
ComplimentaryBuyer’s Guide & Checklistwww2.pardot.com/brainsell
Q&A
Questions?