Marketing Automation Solution Study

Marketing Automation:
Insights, Landscape & Vendor Analysis
© 2014 Demand Metric Research Corporation. All Rights Reserved.
Solution Study
By: Clare Price, VP Research
With: David Raab, Research Director & Kristen Maida, Research Analyst
April 2014

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Executive Summary
What is Marketing Automation?
Benefits of Marketing Automation
The Marketing Automation Solutions Landscape
Marketing Automation Deployment Lifecycle
Vendor Selection Criteria
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About the Research Analysts
Our Solution Study Methodology
About Demand Metric
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Action Plan
Analyst Bottom Line
Table of Contents

EXECUTIVE SUMMARY
Marketing Automation: Insights, Landscape & Vendor Analysis
Effective Sales Enablement is a multi-stage process. In our Sales Enablement Solution Study Series, we examine each functional area of Sales
Enablement from initial marketing and sales alignment to the final deal close and revenue capture.
In this report, we focus on the second of the two foundation technologies of Sales Enablement – Marketing Automation.
The insights and analysis presented in this report are given to provide marketers with a baseline understanding of the Marketing Automation
landscape.
This Solution Study covers:
 Definition of the Solution
 The Benefits of the Solution
 The Marketing Automation Solutions Landscape
If your organization is considering Marketing Automation software, currently implementing a Marketing Automation system or
providing a Marketing Automation-related product or service, this report will provide you with fresh insights on the landscape,
technology, strategies and vendor solutions.
 Marketing Automation Deployment Lifecycle
 Vendor Selection Criteria
 Action Plan

Demand Metric defines Marketing Automation as the
strategies, processes and software technology that enable
marketing departments to automate, measure and improve the
performance of marketing strategies, activities and workflows.
These strategies and activities include: Email Marketing, Multi-
channel Campaign Management, Inbound/Search Marketing,
Landing Pages, Lead Generation, Lead Management, Lead Scoring,
Lead Nurturing, Social Marketing, Marketing Resource
Management, Event Management, Engagement Marketing and
Marketing Analytics.
The three foundation functions of marketing automation
systems are – email marketing, campaign management and
lead management. While the most advanced and sophisticated
marketing automation systems have extending capabilities far
beyond this base, these functions are core to a Marketing
Automation system.
WHAT IS MARKETING AUTOMATION?
Foundational
Features of
MA Systems
Campaign
Management
Lead
Management
Email
Marketing
Figure 1: Foundational Features of Marketing Automation Systems

Here we explore the fundamental features/benefits of a typical
Marketing Automation solution. We will explore the advanced and
emerging features and benefits, such as engagement marketing and
channel marketing automation, in the Marketing Automation
Solutions Landscape section of this report.
Implementing a Marketing Automation system offers the following
major benefits to the marketing organization:
 Aligns Sales & Marketing. Alignment occurs when sales and
marketing can agree on the definition of a qualified lead, systems
are integrated to provide visibility into activities and results and
the loop is closed between the lead source and revenue
generated.
 Improves Accountability & Credibility. When deployed
properly, Marketing Automation solutions increase credibility by
providing a system of record that tracks and measures marketing
activities and business results for the marketing organization.
 Develops Multi-Channel Marketing Campaigns across
multiple channels for email, web, mobile, events, and social
media. The use of a multi-channel approach can drastically
reduce acquisition costs for new prospects and opportunities.
 Improves Lead Lifecycle Management for lead generation,
qualification, scoring, nurturing and tracking and provide higher
quality, more closeable leads to sales in:
 Lead to Closed Sale Conversion %
 Quality of Leads Passed to Sales
 % of Leads Accepted by Sales
 Quantity of Leads Generated
 Manages Marketing Resources. When key marketing
processes are automated, fewer resources are required to manage
new opportunities.
BENEFITS OF MARKETING AUTOMATION

 Measures and Improves Revenue Performance. Revenue
analytics on prospect behaviors and campaign ROI provide
marketers with the insight needed to optimize spending on the
most profitable marketing programs.
Additionally, the marketing organization can reduce expenditures
and more effectively manage marketing resources to deliver:
 Total Marketing Revenue Contribution
 Higher Revenue Per Sale
Download and complete Demand Metric’s Marketing Automation
Maturity Assessment to evaluate the effectiveness of your
Marketing Automation system. This assessment will enable your
organization to identify any weaknesses in your system in order to
optimize the benefits it brings to your organization.
Download
Figure 2: Marketing Automation Maturity Assessment

ABOUT THE RESEARCH ANALYSTS
Clare Price, VP Research – Demand Metric
Clare is an expert in marketing strategy, branding, strategic communications, sales enablement, social media marketing,
content marketing and leveraging marketing technologies. Clare is a former Gartner Research Director and helped build
their Internet Strategies Services division with clients such as Microsoft, IBM, HP, Cisco, Proctor & Gamble and Wells
Fargo. Her specialties include: brand strategy, brand development, customer acquisition and relationship development,
content and digital marketing strategy, sales enablement and social media marketing.
Kristen Maida, Research Analyst – Demand Metric
Kristen has worked with Demand Metric for the past 4 years, learning about and gaining experience in all aspects of
the organization. She has developed job functions in almost every department to help with Demand Metric’s rapid
growth. Her specialties include: social media marketing, digital marketing, content marketing & management and
business process development.
David Raab, Research Director – Demand Metric
With an MBA from Harvard, David is an expert in both B2B & B2C marketing strategy & technology. He has advised
The Gap, JC Penney, Lowe's, Blue Cross/Blue Shield, Williams-Sonoma, Scholastic, Unisys, Sprint and Verizon
Wireless. He also publishes the Raab Guide to Demand Generation Systems and the Marketing Performance
Measurement Tool-Kit.

OUR SOLUTION STUDY METHODOLOGY
The Modern Marketing landscape is an ever changing, ever evolving environment in which new strategies, technologies, vendors and products
appear continually. Demand Metric Solution Studies provide marketers with a focus on a specific technology solution set or focus area so that
they are armed with the knowledge, information and tools they need to development effective strategies and action plans for their organizations.
Each Solution Study involves hours of analyst research, draws information from interviews with vendor executives and established vendor clients
for a specific technology solution and is usually accompanied by a mini Tool-kit of practical resources. Solution Study Tool-kits are designed to
provide marketers with the tools & templates they need to plan for an initiative in a given focus area, analyze the vendor landscape and select the
best vendor for their organization.
Our Sales Enablement report series includes Solution Studies on:
 Enablement Knowledge Management
 Configure, Price Quote (CPQ)
 Sales Intelligence
We provide a comprehensive overview of Sales Enablement in the companion report – Sales Enablement in 2013 Best Practices Report
 Customer Relationship Management (CRM)
 Marketing Automation (MA)
 Sales Communications Tools

Solution Study
ABOUT DEMAND METRIC
Demand Metric is a global marketing research & advisory firm serving a membership community of over 40,000 marketing professionals,
CEOs, and business owners with advisory services, custom research & benchmarking reports, vendor studies, consulting methodologies,
training, and a library of 500+ tools and templates.
Using Demand Metric resources, members complete projects faster and with greater confidence, boosting respect for the marketing team and
making it easier to justify needed resources. Our 1,000+ clients range from start-ups to members of the Global 1000.
TO LEARN MORE ABOUT DEMAND METRIC
To read the rest of this Benchmark Report, become a Demand Metric member today!

Marketing Automation Solution Study

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Marketing Automation Solution Study