How to Choose the Right Marketing Automation Technology
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Transcript of How to Choose the Right Marketing Automation Technology
Marketing Automation
How to Choose the Right Marketing
Automation Technology
Christopher Ryan, CEO
The Promise of Marketing Automation
Marketing and Sales Processes
Your technology should fit with the size of your organization and the complexity of your marketing and sales processes.
Is your chosen technology too much for your business?
Is your business TOO BIG for your chosen technology?
Your Business
Marketing Automation
Here are a few
guidelines to help you make the
right selection:
Marketing Automation
Your Business
Marketing and Sales Processes
Processes should lead, not technology
1. Understand your business objectives
2. Develop the processes that best drive the objectives
3. Then look at technology
For example: if your business relies heavily on telesales…consider integrating this key process when looking at MA system features.
TtV and ROI
LARGE
Return on
Investment
(ROI)
QUICK
Time-to-Value
(TvT)
You Want:
Ease of use is a crucial factor
Awareness Knowledge Skill Mastery
Marketing Automation Learning Curve
Learning Level
Expensive systems can be neglected or underutilized because they are too complex.
Flexibility is critical
• Systems are configurable• No need to constantly use
outside resources• No software coding
If data and users grow:• No need to purchase new
solutions• No need to upgrade solution• Only add new licenses
FlexibilityScalable Solution
Make sure the solution is scalable
Pick the right deployment model
For most companies, a Cloud/SaaS solution is the right
option.
• Much easier to implement• Requires no hardware
purchases • Can be operated anywhere
the user can get to an online connection
Tends to be much easier to customize or configure than
on- premise solutions.
Balance a proven solution and new technology
The solution with the most customers may be appealing
…but it could give you less flexibility at
a higher price.
$$$
Don’t forget integration
Already have a CRM or marketing automation (MA) application?
Choose a new technology that works well with your existing
solution
Pay attention to your CRM, demand
generation tools and website Systems that
don’t play well together cause
lots of headaches
Monitor marketing metrics
Make sure your chosen solution allows you to capture the key performance indicators important to your marketing operation.
About Fusion Marketing Partners
Christopher Ryan, CEO
We Do This:
Brand building/messaging
Website optimization
Content creation
Lead Generation
You Get This:
Much greater levels of awareness
Higher quantities of qualified leads
Ability to generate faster revenue
Lots more information at:
http://FusionMarketingPartners.com/
http://Greatb2BMarketing.com (blog)
719-357-6280