Transcript Marketing-Automation-Suites-VLPlus-Storyboard - Info

Vendor Landscape Plus: Marketing Automation
Suites
When lead management and email marketing aren’t enough.
Info-Tech Research Group
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Introduction
Marketing Automation (MA) suites enable complex campaigns across many channels
and marketing groups throughout the enterprise. Don’t rely on email marketing or
lead management alone when your marketing needs are more sophisticated.
This Research Is Designed For:
 IT managers and marketing professionals involved in
evaluating, selecting, and deploying an MA suite.
 Mid-large organizations with either B2B and B2C clients,
which have more than ten marketing professionals.
 Organizations interested in increasing cross-sale
opportunities between product lines and across more
channels than simple email and Web.
 Business managers who are interested in marketing
resource optimization, lead management, campaign
planning & execution, reporting, and analytics potentially
by using MA suites
This Research Will Help You:
 Understand the challenges being faced by your
company’s marketing department, so you – the IT
manager – can effectively assist in the evaluation and
selection of an MA suite and have intelligent
conversations with MA vendors.
 Understand the benefits of MA and distinguish MA
suites from lead management automation (LMA) and
email marketing services.
 Evaluate MA vendors and products for your enterprise
needs, and determine which products are most
appropriate for particular use cases and scenarios.
 Follow best practices for implementing the selected
suite.
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Executive Summary
Info-Tech evaluated seven competitors in the MA suites
market, including the following notable performers:
Champions
• IBM provides all the bells and whistles in an easy-to-use platform,
making them a champion in the MA landscape.
• SAS is still a top choice for organizations that place a high value
on operations management and vendor strength.
• Teradata’s recent acquisition of Aprimo has made them a top
competitor in the MA suite space.
Trend Setter Award:
• IBM wins the trend setter award for its advanced social and mobile
geofencing capabilities. IBM is clearly staying ahead of the curve,
creating a product to fit modern marketers’ needs.
Info-Tech Insight
1. MA is a robust stand-alone market:
MA, LMA, and email marketing are not the
same products! MA suites automate the endto-end marketing process, across multiple
channels (Web, email, social, print,
telephony, etc), across multiple brands and
product lines, and include multiple customer
segments.
2. MA increases cross-sell opportunities:
MA enables the organizations to effectively
manage the complexity of multi-channel
campaigns and increase cross sell
opportunities by integrating multiple sources
of customer intelligence in a centralized
database.
3. Social & mobile feature sets are weak
Despite important social and mobile trends
in the consumer space, most MA vendors
are struggling to keep up.
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Follow Info-Tech’s Customer Relationship Management
Roadmap to supplement your organization’s initiatives
Customer Relationship Management Suites
CRM suites allow businesses to engage with customers through a multi-channel strategy, providing sales with a
360-degree view the customer. Use CRM suites along with other business apps, like MA suites, to gain maximum
productivity and revenue generation across all three business domains (i.e. marketing, sales, service).
VL Plus: CRM Suites for Small Enterprises
VL Plus: CRM Suites for Large Enterprises
Email Marketing Services
An email marketing service allows
businesses to execute mass email
campaigns with the click of a button.
This saves IT from email list creation
and client-side preview testing.
 VL Plus: Email Marketing Services
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Lead Management Automation
Platforms
LMA platforms close the sales loop,
enabling the business to generate,
score, nurture, and retain leads via
email, web, and social channels.
 VL Plus: Lead Management
Automation Platforms
Customer Service Research:
VL Plus: Customer Service Management
Platforms
VL Plus: Customer Service Knowledge
Management Platforms
VL Plus: Field Service Automation Solution
Design a Customer Service Strategy that
Serves the Social Customer
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Marketing Automation Suites
MA suites direct businesses in their
end-to-end marketing lifecycle, which
includes lead and revenue
performance management through
both digital and traditional channels.
 VL+ Marketing Automation Suites
Social Media Research:
Leverage Social Media for Enhanced Customer
Interaction
VL Plus: Social Media Management Platforms
Implement a Social Media Program
Formulate a Social Analytics Strategy
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Assess the Fit for Advanced MA
What’s in this Section:
• An overview of MA, benefits to IT and business,
and MA use cases.
• Understand why MA is critical for sales-focused
organizations.
Sections:
Assess the Fit for Advanced MA
Create a Selection Strategy
Evaluate & Select an MA Suite
Implement a Platform
• Differentiate between lead management, email
marketing services, and MA.
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Gain a competitive advantage by implementing a marketing
automation suite
An MA suite will save IT and the business time & resources, and increase revenue.
The more complex the channel and product strategy, the greater the benefits will be.
Reduce cost.
Save IT time and resources.
Enable cross-sell opportunities.
Marketing Automation (MA) provides
a tool set which allows marketing to
more effectively manage budget
spent on complex multi-channel multisegment campaigns. Streamlined
management means decreased cost.
Time consuming IT tasks can now be
managed by the business, e.g. reporting and
analytics, marketing asset management,
data cleansing, webpage construction, direct
mail execution, IVR campaign enablement,
and IT can focus on more valuable projects.
Uniting multiple groups that
traditionally manage different
campaigns across many channels,
product lines, and customer
segments creates new, previously
missed sales opportunities.
Ad-Hoc Management
Marketing Automation Suite
Product Line
Product 1
Product 2
Product Line
Product 3
Phone
Email
Web
A
B
C
Customer Segments
Product 1
Print
Product 2
Product 3
Phone
Email
Web
A
B
C
Social
Customer Segments
When a critical mass of channels, products, and customer segments is reached within an organization,
marketing automation suites are necessary to reduce complexity and take advantage of untapped
opportunities like cross selling.
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Don’t be held back by a lack of knowledge: MA adoption is
exploding
Marketing adoption rates are experiencing a significant increase as the market continues to mature. A 2010 Info-Tech
research study found that only 3% of organizations surveyed had implemented a solution. Since then, there has been
a 1100% increase in adoption, a trend that Info-Tech predicts will continue to grow as the market matures.
Unfortunately, a lack of knowledge continues to be the top reason for non-adoption, rather than any particular use case or
budget limitations. This unfamiliarity is creating widespread missed opportunities for increased revenue and efficiency
throughout the entire organization.
Marketing automation adoption is growing.
52% of organizations surveyed have implemented
or are planning to implement by 2013.
Implemented
Planning to Implement
Have not Implemented
60%
40%
*Source: Info-Tech Research Group, N = 42
40% of those
respondents that
indicated they do not
have an MA suite,
described a lack of
knowledge about MA
as the primary
reason.
**Source: Info-Tech Research Group, N = 22
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Leverage an MA suite to realize business and IT value
Marketing automation is ideal for large organizations with multiple product lines in a complex marketing environment. In
many of these organizations, IT tends to be more centralized than their counterparts in the business. This makes it uniquely
positioned to encourage greater coordination by helping the business units understand the shared goals and the benefits of
working together.
Cross Segmentation
Business Value
IT Value
Additional Revenue
Generation
Real Time
Capabilities
Lead Growth/
Conversion Rate
 Shared resources
 Increase average
 Improve retention
 Higher campaign
between brands
and product lines.
 Increased database
size, with populated
client data.
 Track customer
lifetime value.
deal size.
 Decrease time to
execute campaigns.
 Decrease lead
acquisition costs
while collecting
higher quality leads.
rates
 Reduce cost to
serve.
 Increases customer
retention due to
effective service.
and response rates.
 Track, measure and
prove the value of
marketing activities.
 Broaden reach
through social
channels.
 Reduce reliance on
 Saved IT resources
 Reduces need for IT
 Reduces need for
are now placed in
sectors of the
business where the
ROI is of greatest
value.
to cleanse, modify
or merge data lists
because most suites
include CRM
connectors.
IT for routine tasks
such as list
creation, and data
cleansing.
constant
customization on
status reports on
lead value and
campaign success.
Don’t forget that MA suites deliver on the overarching suite value proposition: delivering a robust solution
within one integrated offering. Without an MA suite, organizations in need of this functionality are forced to
piece together best-of-breed point solutions. This not only increases costs, it’s an integration nightmare for IT!
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Failing to automate marketing initiatives leads to
more work, uninformed decisions, and diminishing returns
The value proposition of an MA suite revolves around enhancing the effectiveness and
efficiency of marketing and sales initiatives across multiple channels and brands.
Client Challenge
The growth of Web 2.0 channels coupled with traditional
marketing channels has made manually managing
campaigns an ineffective and time-consuming process.
The challenge is magnified when multiple brands, product
lines, or geographies are involved.
MA Solution
Use the campaign planning and execution features
of MA to reduce the amount of time spent creating
marketing campaigns.
At some point, complexity reaches a critical mass and the
organization has to be able to manage multiple channels
and product lines. Organizations have cross sell
opportunities which they need to take advantage of.
Increase cross-sale effectiveness by collecting
centralized data on customer profiles in one
location. Organizations can then use campaign
scoring algorithms to generate qualified leads
from customer databases across the organization.
Measuring marketing spend and analytics is particularly
important for evaluating campaign success. As the
volume of content grows, separating the signal from the
noise becomes increasingly difficult.
Use the advanced analytics of MA to ensure
campaigns are meeting their goals, and to
illustrate marketing value.
Efficiently managing multiple campaigns across multiple channels and segments is a complex task.
Marketing automation suites can manage this complexity, and enable organizations to effectively leverage
new opportunities like cross selling.
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