Presentation at Loriman Social Media Seminar on Automated Marketing Software Solutions. Features to look for, Solutions and Pricing. It is an overview of the landscape for software to power marketing, lead generation and sales.

1. Automated Marketing Tools
By
Brad Tornberg

2. Definition
 Marketing automation refers to software platforms and technologies designed
for marketing departments and organizations to more effectively market on
multiple channels online (such as email, social media, websites, etc.) and
automate repetitive tasks.
 Marketing departments, consultants and part-time marketing employees
benefit by specifying criteria and outcomes for tasks and processes which are
then interpreted, stored and executed by software, which increases efficiency
and reduces human error.
 Originally focused on email marketing automation, marketing automation refers
to a broad range of automation and analytic tools for marketing especially
inbound marketing. Marketing Automation platforms are used as a hosted or
web-based solution, and no software installation is required by a customer

3. Types of Software
 Marketing intelligence uses tracking codes in social media, email and webpages to track the behavior of anyone
interested in a product or service to gain a measure of intent. It can record which social media group or thread they
followed, which link was clicked on in an email or which search term was used to access a website. Multiple link analysis
can then track buyer behavior - following links and multiple threads related to product A but not B will show an interest
only in A. This allows more accurately targeted response and the development of a nurturing program specifically
targeted towards their interest and vertical market. Due to its interactive nature this has been described as Marketing
Automation 2.0.
 Marketing automation has a focus on moving leads from the top of the marketing funnel through to becoming sales-ready
leads at the bottom of the funnel. Prospects are scored, based on their activities, and then presented drip
campaign messaging via email and social channels, thus nurturing them from first interest through to sale. Commonly
used in business-to-business (B2B), business-to-government (B2G), or longer sales cycle business-to-consumer (B2C)
sales cycles, Marketing Automation involves multiple areas of marketing and is really the marriage of email marketing
technology coupled with a structured sales process.
 Advanced workflow automation encompasses automation of internal marketing processes. These include budgeting
and planning, workflow and approvals, the marketing calendar, internal collaboration, digital asset creation and
management and essentially everything that supports the operational efficiency of the internal marketing function.
Typically these systems require a CRM or COM administrator to set up a complex series of rules to trigger action items
for internal sales and marketing professionals to manually process (designing files, sending letters, sending email
campaigns). This type of system increases marketer's ability to deliver relevant content to relevant individuals at
relevant times. Limitations may apply, based on the human resource capacity of an organization and their level of
commitment to the tasks as they are assigned.

4. Buyer Type
 B2C enterprise buyer. These buyers work for firms that market to consumers. With
millions of prospects and huge volumes of data, they need sophisticated analytics and
segmentation tools to define, select, and reach members of their target markets.
 B2B enterprise buyer. These buyers work for firms that market to other businesses, and
engage in longer sales cycles. They are primarily seeking capabilities that help them
nurture relationships with prospects. Lead nurturing, lead scoring and sales force
automation (SFA) integration are critical capabilities.
 CRM suite buyer. These buyers have less sophisticated requirements, but value
integration with their other customer relationship management (CRM) programs. They
are typically content to trade feature depth for native integration with CRM, SFA and
other applications.
 Email emphasis buyer. These buyers work for small businesses that want to engage in
more sophisticated email outreach, but are not ready to deploy enterprise-class MA.
Marketing campaign management software buyers are primarily focused on managing
a database of contacts and executing regular email campaigns.

5. Buyer Type & Solution Fit
This type of buyer... Should evaluate these systems
B2C enterprise buyer Aprimo (Terradata), Unica (IBM)
B2B enterprise buyer
Eloqua, InfusionSoft, Marketo, Manticore, Pardot,
Genoo
CRM suite buyer
Oracle CRM, SAP, Salesforce.com, Microsoft Dynamics
CRM
Email emphasis buyer
Constant Contact, InfusionSoft, Vertical Response,
Swiftpage. Hubspot

6. Market Trends
 Software as a Service (SaaS). In the MA market, SaaS is less of a trend than it is the dominant model for
deploying software. Buyers will find that the majority of solutions - with the exception of some high-end
B2C solutions - are delivered through the online marketing software model where the system is hosted by
the software vendor and accessed over the Internet by user. A benefit of web-based email marketing
software is increased accessibility. They can be accessed on multiple devices and from any operating
system, whether you're a Mac or PC.
 Social media. Social networking gives managers a new channel. Firms tweet coupons to customers and
post special offers to friends on Facebook. Advertising videos are successful if they go viral on YouTube.
MA is embracing all of this. Social networking integration will drive the next generation of MA.
 Use of two dimensional barcodes. Two dimensional (2D) bar codes are seen more and more often on print
ads, bill boards, bus stop benches, and even as tattoos. Customers can use smart phones as code readers
to get information about a product or service immediately on their mobile browser. Current solutions can
use 2D bar codes with third-party solutions, but new versions will have built in support.
 MA vendor consolidation. Large ERP and CRM vendors will acquire some firms, while some niche providers
will combine to remain competitive. IBM and Terradata both made significant acquisitions by picking up
Unica and Aprimo, respectively. Oracle purchased the assets of Market2Lead. Buyers should expect to see
more M&A activity going forward.

7. Core Functionality
 Development and analysis of marketing campaigns and customers
 Management of marketing campaigns
 Appropriate customer data organization and storage
 Moving contacts from leads to customers (Nurturing)
 It is typical of marketing automation platforms to offer a content
management system, hosted webforms, landing pages, analytics, and
email platform.

8. Benefits
 Identify and qualify more leads. MA allows firms to better target potential
customers, quickly qualify leads, and send them to the appropriate sales rep.
 Improved sales coordination. MA helps firms better coordinate inter-team
activity. For example, a firm can promote a single product and track the
effectiveness by looking at the number of qualified leads generated and
comparing that to the number of leads converted to sales.
 More effective campaigns. MA lets firms measure their campaigns and adjust
those campaigns based on what they learn.
 Decrease costs. The savings per dollar shows up in several ways. Two of the
most important are number of the employees in the department and the
dollars spent on outside support.

9. Potential Issues
 Often results from unrealistic expectations and poor implementations
 Lack of staff understanding (training) of solution
 No Marketing Strategy
 Requires Attention
 Cost if not used

10. What to look for in a solution
 All In One – misnomer
 Does it attract visitors to the your web site?
 Does it convert visitors to prospects?
 Does it convert prospects to incremental revenue?
 Can it analyze the process with the intent of refining it over time?
 Does it have a content management system that optimizes the content?
 Does it have SEO tools?
 Does it have blogging integrated
 Can it track inbound links
 Does it have a robust keyword analysis and tracking tool?

11. What to look for in a solution
 Does it have integrated ecommerce? Online storefronts? Sopping Carts?
 Does it have landing page capability? Calls to action?
 Can you visually layout the desired automated marketing flow step by step?
 Does it have a drag and drop campaign builder?
 Does it support e-mail and have email cmpagin execution tools, templates and
nurturing capability?
 Can it score leads?
 Is CRM integrated into the solution?
 Does it support many third party integrated solutions? Is there a marketplace?
 Does it have an API for development?
 Do they offer training? Certification? On line? University ?
 Does it handle event management?

12. The Choices
 Act On
 Act-On is a comprehensive marketing automation tool designed to offer businesses a
complete suite of applications, including email marketing, website visitor tracking, lead
management, social media management, reporting and analytics, as well as integrations with
webinar and event planning. Act-On was created in 2008 and this scalable, robust, and user-friendly
system currently serves over 1,500 businesses worldwide.
 Infusionsoft
 Unites sales and marketing workflow into one easy-to-use interface. Best suited for small
business, this system helps marketing increase efficiency with segmenting, personalizing
campaigns and nurturing leads. Strength is in ecommerce and product sales.
 HubSpot
 HubSpot develops and markets a software-as-a-service product for inbound marketing also
called HubSpot. The software has features for social media marketing, email marketing,
content management, web analytics and search engine optimization among others
InfusionSoft unites sales and marketing workflow into one easy-to-use interface. Best suited for smal business, this system helps marketing increase ef iciency with segmenting, personalizing campaigns and nurturing leads

13. Choices (More)
 Eloqua
 Eloqua Corp. is a marketing automation SaaS company which develops automated marketing and demand
generation software and services for business-to-business marketers. The company has been described as a
pioneer and industry leader in lead generation services.[2]
 Marketo
 Built By Marketers for marketers
 Marketing Automation - B2B marketing & lead management. Easily create, automate, and track engaging
campaigns and marketing workflows across all your marketing channels.
 Consumer Engagement Marketing - Email & campaign management. Go beyond batch and blast. Engage
your customers with highly relevant and conversational email campaigns.
 Real-Time Personalization - Personalization across channels. Personalize online experiences with relevant
content and targeted messaging to drive more engagement and conversions.
 Marketing Management - Budget & calendar - Plan, coordinate, and communicate your marketing budgets
and calendar without the headache of spreadsheets.
 Marketing nation
 Click Dimensions
 The top-rated, Microsoft-certified marketing automation solution for Microsoft Dynamics CRM.
ClickDimensions helps you learn more about your prospects by showing you what interests them on your
site as well as making it easy to capture information about them through web forms once they are ready to
share.

14. Other solutions
 Pardot
 Marketing Pilot
 Constant Contact
 Mailchimp

15. Act On
 Act-On is a comprehensive marketing automation tool designed to offer businesses a complete
suite of applications, including email marketing, website visitor tracking, lead management,
social media management, reporting and analytics, as well as integrations with webinar and
event planning. Act-On was created in 2008 and this scalable, robust, and user-friendly system
currently serves over 1,500 businesses worldwide.
 With Act-On's email marketing, customers can be segmented into lists by a variety of
categories, making it easy to tightly focus on a particular target market within that email group.
We really like the software's effective website tracking, which gives businesses complete
visibility into the types of customers that are visiting their site, as well as their activities. It's
even possible to know which companies visit a website before they fill out any forms. Webinar
and event planning have also become essential to generating interest in a particular product,
and Act-On streamlines the entire process.
 Act-On provides effective marketing strategies, streamlined online processes, and centralized
sales and lead information, making it a highly effective marketing automation solution ideal for
small marketing teams needing effective tools with minimal IT involvement.

18. Infusionsoft
 Simplifies your sales and marketing efforts by delivering everything you need in
a single online system. Built exclusively for small businesses, Infusionsoft
includes all aspects of lifecycle marketing.
 Start with lead generation tools to attract and capture website visitors. Use
Infusionsoft’s marketing automation, email, and social media features to engage
and convert leads. Robust CRM functionality allows you to score hot leads,
streamline sales and close more deals. E-commerce tools help you boost online
sales, automate fulfillment and get repeat sales.
 In addition to powerful software, Infusionsoft provides personalized, one-on-one
coaching services to help you get up and running quickly. Infusionsoft can
help redefine the way you achieve your marketing and sales goals.
 Mantra – Automate marketing, Get organized, Close Sales, Sell On Line***
 Offers a certification program
 All in one solution

22. Pricing

23. Marketo
 Marketo offers an industry-leading leading web-based marketing platform for companies of all sizes to
form and preserve engaging customer relationships. Built by marketers, for marketers - Marketo provides
everything needed to achieve success quickly and scale as business needs grow.
 This complete marketing suite features tightly integrated applications deliver a broad range of capabilities
including marketing automation, social marketing, lead nurturing, budget management, analytics, sales
insight, and website personalization. In particular, Marketo offers a process-driven automated campaign
builder, which provides more flexibility and scalability than the traditional if/then campaign builders.
 Marketo has a native integration Salesforce.com (and was selected as the #1 Marketing Solution by users 5
years in a row). In addition, Marketo natively integrates with Microsoft Dynamics CRM and SugarCRM. This
bi-directional communication allows sales reps to get a clear picture of the leads in their pipeline, and
prioritize based on prospect engagement.
 With over 3,000 customers, and 250 partners, Marketo offers a one-of-a-kind community of brilliant
marketers who share ideas, collaborate, and directly influence product developments. It’s a great fit for
pretty much any company engaging in B2B marketing efforts, especially technology companies. Marketo’s
software can handle clients with a user base ranging from three users to more than a thousand users, but
its price point makes it ideal for mid-market and enterprise organizations. Since its foundation in 2006,
Marketo has experienced enough momentum to make it the fastest growing marketing automation
vendor on the market.

28. Eloqua
 Power. Simplified. Features: target the right buyer, get the right leads for sales, nurture leads automatically, deliver sales
intelligence, measure everything, execute campaigns.
 Eloqua10 caters to mature organizations that are rapidly growing their market share with high volume campaigns.
Eloqua prides itself on delivering reports in a clean and accurate way, enabling users a corporate culture based on the
measurement and optimization of revenue.
 Eloqua10 is priced in three different packages, based primarily on the number of marketing seats and number of
contacts. These versions generally have the same capability; however, the higher levels offer more personalization and
customization. The lowest level, Express, is $2,000 a month and supports up to 10 marketing users and 10,000 contacts.
Organizations with teams in different locations would be interested in the Team package that supports up to 50
marketing seats. The Enterprise level is for organizations with global business units and up to 250 marketing users. All
contracts are twelve-month contracts.
 Eloqua’s Revenue Performance Management functionality is packaged as the Revenue Suite. It is included in the
Enterprise package and available as an add-on to the other packages. Eloqua also offers a Designer Suite, enabling users
to write their own sophisticated reports. This suite is priced as an additional, annual fee regardless of the number of
marketing users or existing package.

29. Hubspot
 HubSpot evangelizes the inbound marketing concept through its own marketing
 The company manages an 8,000-member LinkedIn group called Pro-Marketers
 HubSpot's most effective inbound marketing has been its free online tools,such as Marketing Grader (formerly Website
Grader), which grades a website's performance and gives it a score based on how it compares to other websites that
have been ranked
 HubSpot provides a software-as-a-service product for inbound marketing also called HubSpot
 It includes tools for social media marketing, email marketing, content management, analytics, landing pages and search
engine optimization, among others.
 The HubSpot suite of online tools has three primary applications: Content management tools for creating or managing
blogs, templates, forms and landing pages; Exposure optimization applications that help the content be found, such as
through search engine optimization; and Lead tracking and intelligence tools, which track and manage e-mail marketing,
customer interactions, qualified prospects, reports and analysis
 As of 2012, about 8,000 companies use HubSpot. 85 percent of customers are based in the US.
 HubSpot has integration features for salesforce.com, SugarCRM, NetSuite, Microsoft Dynamics CRM and others.Nimble
users can have HubSpot automatically add visitor data to their Nimble account, and user's of PR Newswire's iReach can
access iReach from the HubSpot dashboard.
 There are also third-party services, templates and extensions that can be downloaded through the HubSpot App
Marketplace. HubSpot offers consulting services and hosts the HubSpot Academy, an online resource for learning
inbound marketing tactics. It also hosts user group conferences and offers inbound marketing and HubSpot certification
programs.

35. Click Dimensions
 ClickDimensions is the top-rated, Microsoft-certified marketing
automation solution for Microsoft Dynamics CRM. ClickDimensions helps
you learn more about your prospects by showing you what interests them
on your site as well as making it easy to capture information about them
through web forms once they are ready to share.
 For Marketing - Generate, Qualify, Nurture
 For Sales - Prioritize, Connect, Close
 For Management - Measure, Refine
 Moduels include
 Web Tracking, e-mail marketing, lead scoring, form integration, surveys, social
discovery, landing pages, nurture marketing,

39. Marketing Pilot
 Integrated with Microsoft CRM
 Acquisition made by Microsoft in 2014
 MarketingPilot is a marketing resource management (MRM) and
marketing automation solution used by mid-sized organizations. The
system’s robust offering includes tools to help marketers with marketing
workflow, planning, campaign management, digital asset management,
and budgeting.

44. Pardot

46. Others
 Mailchimp
 Constant Contact

48. Bottom Line
 Buy what you want to use
 Do you need CRM?
 Cost is expensive so buy wisely
 Start with less expensive tools
 Don’t buy big because its big
 Try before you buy
 All have strengths and all have weaknesses – There is not one solution that
encompasses everything
 Buy for the future
 Do you have existing platforms or building from scratch
 Do you have a CTA? What is your strategy?

49. Questions or Comments?
 What are you using now?
 Are you an agency?
 Do you manage these types of tasks for your company?
 What has your experience been – please share…