The MarTech Digest
545.5K views | +14 today
Follow
Your new post is loading...
Scooped by CYDigital
Scoop.it!

Marketing Automation Buyer’s Checklist - Four Quadrant GTM Strategies

Marketing Automation Buyer’s Checklist - Four Quadrant GTM Strategies | The MarTech Digest | Scoop.it
The marketing automation buyer’s checklist helps marketers navigate the MAP vendor landscape so that their marketing organizations can generate the best leads, accurately and quickly qualify sales leads, shorten sales cycles, and demonstrate marketing accountability and increase the ROI of marketing spend. This Marketing Automation Buyer’s Checklist will walk you through what B2B marketers should be thinking about and the questions that should be asked of potential MAP vendors.

CYDigital's insight:

It's a simple, nice spreadsheet that covers most if not all of the checklist items when evaluating a MAP.

 

Suffering from MarTech FOMO? We’ve got the cure. Contact marketingIO. #MarTech #DigitalMarketing

more...
No comment yet.
Scooped by CYDigital
Scoop.it!

Do Your Homework Before Searching for Automation Vendors - CMI

Do Your Homework Before Searching for Automation Vendors - CMI | The MarTech Digest | Scoop.it
1. Is there an internal team set up to manage the evaluation and eventual implementation?

2. What internal and third-party tools does your company use? Which ones must remain? Which ones can you live without? Which ones would be nice to add?

3. How large is your contact database across all internal systems?

4. How clean and accurate is your internal database?

5. Do you have a standard set of fields and values for which you collect data?

6. Have you created an inventory of all your internal offer assets, forms, landing pages, email templates, etc.?

7. What is your budget for this project and does the platform build in flexibility for potential year-over-year price increases?

8. Do you know what vendor questions to ask?

9. What browser(s) does your internal IT team support?

10. Did you create a wish list?
CYDigital's insight:

A great list, and spot-on. Many other questions, but start with these.

 

Not having a fun time with IT? Contact marketingiIO: we can act as your buffer to get the job done. #MarTech #DigitalMarketing

more...
No comment yet.
Scooped by CYDigital
Scoop.it!

Don't Panic! The Ultimate Guide to Picking a Marketing Automation Tool. | CMS Critic

Don't Panic! The Ultimate Guide to Picking a Marketing Automation Tool. | CMS Critic | The MarTech Digest | Scoop.it
Find a vendor and schedule a demo for your team. Things to consider are:

  • How easy the marketing automation solution is to use. Does it take a lot of time to learn, or is it basic and straightforward?
  • Your marketing needs, and whether or not the vendor is offering a solution that aligns with these needs and goals
  • The key features – Will they make a significant difference, or do they simply amount to expensive upsells you could do without?
  • How difficult or easy it would be to implement the new software within your company. Will it integrate well, or will it be too hard to get everyone on the same page?
  • The amount of time it will take to implement
  • Whether or not the vendor offers free trials – You should always test a new business tech before investing in it
CYDigital's insight:

A compass in a nutshell: meet with all of them. See what they present, and compare to what the other's don't.

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here.

 

marketingIO: MarTech for B2B Marketers. Strategy, Software, Services, Support, Staffing.  Go here to submit RFQs. #MarTech #DigitalMarketing

more...
No comment yet.
Scooped by CYDigital
Scoop.it!

The 10 things you need to ask for in a marketing automation demo - Marketing Tech News

The 10 things you need to ask for in a marketing automation demo - Marketing Tech News | The MarTech Digest | Scoop.it
What results have they achieved before?

What does ‘multi-channel’ communications truly look like?

How is email deliverability configured?

Does the technology include an integrated report builder?

How do they attribute ROI?

Where will data reside?

Is training available to help replace lost skill-sets?

What if you encounter a problem?

How would you do X?

What does the product roadmap look like?
CYDigital's insight:

That covers the essentials. Nice.

 

marketingIO: MarTech for B2B Marketers. Strategy, Software, Services, Support, Staffing.  Go here to submit RFQs. #MarTech #DigitalMarketing

more...
No comment yet.
Scooped by CYDigital
Scoop.it!

Oracle: Marketing Clouds Don't Exclude Best-of-Breed Solutions

Oracle: Marketing Clouds Don't Exclude Best-of-Breed Solutions | The MarTech Digest | Scoop.it
"I don't believe this is such a binary issue," Chris Lynch told me, "whether the marketing cloud makes sense or doesn't make sense for a company."

Lynch, Head of Product Marketing at Oracle Marketing Cloud, was explaining that Oracle views the marketing cloud as a set of foundational technologies which people need—such as Eloqua and Responsys for orchestrating B2B and B2C customer experiences—and with which point solutions can readily be integrated. "We're devout about an open platform strategy," he said. "The existence of a marketing cloud need not be at the expense of other best-of-breed solutions."

"It's easy to look at cost," he said, "based on the initial contract. But what's quite often overlooked in the area of software-as-a-service is total cost of ownership." A marketing cloud may look pricier than point solutions, but it's necessary to look not just at the immediate product at point of sale, but at what will get delivered over a number of years—not least in terms of services and support which can prove costly. "There are a lot of varying versions of 'yes' when you ask if a solution can do something. You need to ask how it's going to be done, and about long-term cost."
CYDigital's insight:

Personalize your stack!!!!

 

NEW: Experience Remarkable Planning Accuracy With New, FREE Growth Hacking Tool. Go here: http://goo.gl/UjcA8x  

more...
No comment yet.
Scooped by CYDigital
Scoop.it!

6 Steps to Selecting a B2B Marketing Automation Platform - Smart Insights

6 Steps to Selecting a B2B Marketing Automation Platform - Smart Insights | The MarTech Digest | Scoop.it
1. Define Your Business Goals

2. Avoid Shiny Object Syndrome

3. Restrict Your Choices

4. Professionally Manage Your Own Team and The Vendor

5. Challenge Vendors With a Scenario

6. Services Are As Important As The Product

7. Call marketingIO for guidance. 
CYDigital's insight:

OK, I added the last one. But it's true!

 

NEW: Experience Remarkable Planning Accuracy With New, FREE Growth Hacking Tool. Go here: http://goo.gl/UjcA8x 

more...
No comment yet.
Scooped by CYDigital
Scoop.it!

Marketing Automation Systems Should Help Deepen Customer Relationships -Profs

Marketing Automation Systems Should Help Deepen Customer Relationships -Profs | The MarTech Digest | Scoop.it
The right tool should be…

  • Proactive. 
  • Personal. 
  • Actionable. You need to be able to do something with all the information you have. Analytics should be aimed at determining the next action step.
  • Time-saving. 
  • Easy to use. 
  • Scalable. 
CYDigital's insight:

NEW: Experience Remarkable Planning Accuracy With New, FREE Growth Hacking Tool. Go here: http://goo.gl/UjcA8x 

more...
No comment yet.
Scooped by CYDigital
Scoop.it!

B2B Firms Turn to Marketing Technology to Court Buyers - eMarketer

B2B Firms Turn to Marketing Technology to Court Buyers - eMarketer | The MarTech Digest | Scoop.it
CRM and marketing automation are seeing wide adoption
CYDigital's insight:

Marketing Automation penetration: too high. Guessing that includes 3rd party ESPs.

 

NEW: Experience Remarkable Planning Accuracy With New, FREE Growth Hacking Tool. Go here: http://goo.gl/UjcA8x   

more...
No comment yet.
Scooped by CYDigital
Scoop.it!

Ultimate 2014 Marketing Automation Software Pricing Guide - Capterra Blog

Ultimate 2014 Marketing Automation Software Pricing Guide - Capterra Blog | The MarTech Digest | Scoop.it

► About Us: iNeoMarketing provides Marketing Technology services, applications and support to B2B companies who do not have the required resources, knowledge or expertise. Visit us at ineomarketing.com. ◄

CYDigital's insight:

This is just a sampling, and trust me when I say you need to be super careful about the gotchas.

more...
No comment yet.
Scooped by CYDigital
Scoop.it!

Vendor Selection: Tips for choosing a marketing automation platform - Sherpa

Receive a FREE daily summary of The Marketing Technology Alert

CYDigital's insight:

Worth the 10 minutes if you're looking to choose a MAP (as many of you are). 

more...
No comment yet.
Scooped by CYDigital
Scoop.it!

The 9 Best and Worst Questions to Ask in a Marketing Automation RFP - HubSpot

The 9 Best and Worst Questions to Ask in a Marketing Automation RFP - HubSpot | The MarTech Digest | Scoop.it

Digest...


The Worst Questions to Ask

1) Does your platform do this in that screen?

2) What percent of revenue do you invest in product development?

3) How many reports can I create?

4) Can you do real-time personalization?

 

The Best Questions to Ask

1) How will you help us grow our database?

2) How easy is it to create assets for my marketing programs and make changes to them (emails, landing pages, etc.)? Do I need to know HTML or CSS? What about for mobile optimization?

3) What is the CRM integration process like?

4) How easy is it to measure the effectiveness of your marketing -- and quickly act on it?

5) When you have issues, how easy is it for anyone on your team to get support?

 

 

Receive a FREE daily summary of The Marketing Technology Alert

CYDigital's insight:

Moral of the story: ask those questions that are relevant to you, your strategy and your weaknesses. Everything else is superfluous. Oh, and ask "how can I tie this into our business metrics?"

more...
Aileenexa's curator insight, December 2, 2014 1:04 AM
fdgfd
Arianna Russo's curator insight, December 9, 2014 8:29 PM

The article provides helpful information for companies willing to invest in Automations. It shows how a very high percentage of marketers are not happy with their software. With this questions companies can find help when deciding to invest

Scooped by CYDigital
Scoop.it!

Definitive Guide to Marketing Automation - Marketo

Marketing automation is a category of software.


↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓

Receive a FREE daily summary

of The Marketing Technology Alert HERE

↑↑↑↑↑↑↑↑↑↑↑↑↑↑↑↑↑↑↑↑↑↑↑↑↑↑↑

 

CYDigital's insight:

SlideShare version of the report released in July.

more...
No comment yet.
Scooped by CYDigital
Scoop.it!

[FREE REPORT] Pre-Purchase Checklist for Marketing Automation - Gleanster

[FREE REPORT] Pre-Purchase Checklist for Marketing Automation - Gleanster | The MarTech Digest | Scoop.it

 

__________________

Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html  (your privacy is protected).

CYDigital's insight:

Straightforward content. Blocking and tackling guidance.

more...
No comment yet.
Scooped by CYDigital
Scoop.it!

Five Steps to Selecting a Marketing Automation Platform - Ad Age

Five Steps to Selecting a Marketing Automation Platform - Ad Age | The MarTech Digest | Scoop.it

Intermediate/ Digest...


Step 1: Establish your goals or objectives for the purchase.


Step 2: Measure your platform requirements.

-- >  Develop both a technical and non-technical check sheet of requirements to compare the different marketing platforms.

-- >  Do your homework -- read what the analysts, experts and industry influencers have to say about the platforms you're considering.

-- >  Narrow your list to a manageable selection based on your requirements and industry feedback.

-- >  Have each vendor give you a presentation and most definitely get a demo.


Step 3: Test the platforms against a real-world marketing scenario.

-- >  Develop one or two marketing plays that you execute on each platform. The sales teams of each vendor will highlight all of their platform's strengths, but will underplay their weaknesses. Executing the test plays will quickly allow you to see where each platform has strengths and weaknesses.

-- >  If there are areas where the platforms are underperforming, or lack a specific capability, establish if that capability will be available in the future.


Step 4: Develop a short list and ask broader questions.

-- >  Once you've completed your real-world scenario and tabulated the results, narrow the choice to a handful of platforms.

-- >  Put together a pros and cons sheet for each platform.

-- >  Establish your must-haves from the pros and cons list.


Step 5: Make your final selection.

-- >  Narrow your choice to two or three platforms.

-- >  Ask your final questions regarding your requirements.

-- >  Don't be afraid to ask for features that are only available in a higher-priced tier. You'll be surprised what you'll get once a vendor knows they are in the final round and are close to a sale.

-- >  Begin the larger question around financials and how their platform can fit your budget.

 

__________________

Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html  (your privacy is protected).


CYDigital's insight:

Jeez, you HAVE to understand your own capabilities for implementing and managing a system, and these strengths and weaknesses need to be a part of the selection process! Document this as a separate step so that you can query as to the degree of difficulty from the MAP.

more...
No comment yet.
Scooped by CYDigital
Scoop.it!

The Art of the Purchase: 5 Steps to Selecting a Marketing Automation Platform - PJA Blog | #TheMarketingTechAlert

The Art of the Purchase: 5 Steps to Selecting a Marketing Automation Platform - PJA Blog | #TheMarketingTechAlert | The MarTech Digest | Scoop.it

Basic/ Summarized...


Here are some steps that you may want to consider for your organization as you review marketing automation platforms:

 

Step 1: Establish what your goals or objectives are for this purchase. For example:

  • Are you looking to drive better alignment between sales and marketing?
  • Do you need to improve the quality of leads you’re currently getting?
  • Are you looking to drive better conversions and revenue?

 

Step 2: Measure your platform requirements:

  • Develop both a technical and non-technical check sheet of requirements to compare the different marketing platforms.
  • Do your homework – read what the analysts, experts and industry influencers have to say about the platforms you’re considering.
  • Narrow your list to a manageable selection based on your requirements and industry feedback.
  • Have each vendor give you a presentation and most definitely get a demo.

 

Step 3: Test the platforms against a real-world marketing scenario

  • Develop one or two marketing plays that you execute on each platform. The sales team’s of each vendor will highlight all of their platform’s strengths, but will underplay their weaknesses.  Executing the test plays will quickly allow you to see where each platform has strengths and weaknesses.
  • If there are areas where the platforms are under performing, or lack a specific need or capability, establish if that need will be available in the future.

 

Step 4:  Develop a short list and ask broader questions

  • Once you’ve completed your real-world scenario and tabulated the results, narrow the choice to your top two or three platforms.
  • Put together a pro and con sheet for each platform.
  • Establish your MUST haves from the pros and cons list.

 

Step 5 Final Selection

  • Narrow your choice to two to three platforms.
  • Ask your final questions regarding your requirements.
  • Don’t be afraid to ask for features that are only available in a higher priced tier. You’d be surprised what you’ll get once a vendor knows they are in the final round and are close to a sale.
  • Begin the larger question around financials and how their platform can fit your budget.
  • Make your final purchase.

 

____________________________________________________

Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html  (your privacy is protected).


CYDigital's insight:

Not the be-all and end-all, but a good starting point as you build your own roadmap to purchase.

more...
No comment yet.