Ever rolled out a marketing solution that no one used? Understanding your marketing team’s objectives and use cases will help you map their needs to feature and functionality requirements. Check out this webinar for some best practices you can put in place to ensure success and prevent your next implementation from becoming “shelfware”. Attend to learn how to: - Find the right platform that marketers will love - Assess marketing’s needs and map them against vendor technologies - Support marketing through all 5 stages of a winning deployment to ensure user adoption

1. IT BEST PRACTICES
Finding the Right Marketing Solution

2. 70% of projects fail
due to user adoption
-Forrester Research
Ever rolled out a solution that no one used?

3. Why waste time and money on software that
users hate, or – even worse – completely
bypass.
Nothing is worse than “Shelfware”

4. Your marketing team wants the smartest
solutions on the market, and it’s up to you to
initiate a wise investment.
Today, IT isn’t the only one using technology
– in the past decade, a huge number of new
platforms and tools for marketers have
emerged on the market.

5. The key to
positive ROI is
user adoption
which
means
providing tools
your marketing
team will
actually use

6. User-embraced tools
that are also sanctioned
by IT means everyone’s
happy! It’s a no-brainer.
Here’s how IT can help
the marketing
department find a
solution that works for
both.

7. FACT FINDING
What’s your marketing team
looking for?
1

8. As you look for the right marketing solution,
your first step will be information gathering.
What objectives are your
marketing team trying to
accomplish?
What are your marketing
team’s pain points?

9. Planning and budgeting
Generating more demand
Building customer relationships
Increasing sales conversions
Measuring and optimizing
Here are some common marketing objectives:

10. Over-contacting the database
Lack of alignment with sales
Poor visibility into team-wide efforts
Inconclusive metrics
Difficulty demonstrating ROI
Here are some common marketing pain points:

11. THE RIGHT
TOOLS
Find a marketing platform that
helps your team solve pain points
and meet objectives
2

12. At the very base of a great marketing
solution is the platform. This is where you
keep your marketing database of records,
your analytics, and integrations into other
tools.

13. Above the platform, you build out
marketing applications. Your marketing
solution’s applications should help
accomplish those marketing objectives
you found in your fact finding.

14. Finally, look at the channels in which
marketing uses its tools to reach prospects
and customers. Look for a marketing
solution that supports all channels.

15. If the solution you’re considering excels in all three
layers, you’ve found a solution your marketing
team will love.

16. But how does a
marketing platform
fit into your existing
infrastructure?

17. IT and Operations sit at the base of the
platform, overseeing the platform’s
integration with the other components of
their architecture.
IT/Ops

18. Sales manages the CRM application which syncs
database records with the marketing platform, while
marketing utilizes the applications layer, which pulls
data and analytics from the platform layer.
Sales Marketing

19. Finally, marketing can interact with
customers and prospects through
the channels.
Sales
Customers/
Prospects

20. Here’s how this looks when you put it all together…
Marketing Customers & Prospects Sales
IT/Ops
Channels
Applications
Platform

21. But user adoption
also relies on a
successful rollout. That’s
where implementation
comes in.

22. IMPLEMENTATION
3

23. The key is to make sure both IT and marketing
are fully prepared from concept to launch.
Your marketing solution should fully support IT
and marketing through all 5 stages of a
successful implementation.

24. The stages of a successful implementation:
SYSTEM PROVISIONING
TECH CONSULTANTS
INTEGRATING
TECH SUPPORT
MONITORING
For IT For Marketing
BEST PRACTICES
ACCOUNT MANAGERS
ADMIN & USER TRAINING
CUSTOMER SUPPORT
MARKETING COMMUNITY

25. If your solution can fully
support both
departments through all
5 steps, you’re looking
at a smooth
implementation.

26. NEXT STEPS?
1. Find your marketing team’s objectives
2. Map objectives to a marketing platform
3. Plan out a successful implementation

27. Thank You
Questions?
jcheng@marketo.com

28. Marketing Software Built for Marketers
Marketo provides the leading marketing software for
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ease-of-use, and are complemented by the Marketing
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and over 40,000 marketers who share and learn from
each other to grow their collective marketing
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Headquartered in San Mateo, CA with offices in
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Marketo serves as a strategic marketing partner to
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small companies across a wide variety of industries.