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What to Look for in a Marketing Automation System

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What to Look for in a Marketing Automation System

  1. 1. What to Look for in aMarketing Automation System
  2. 2. Kevin Goldstein Sales Director Pardot LLC. Sonja FridellDirector of MarketingBrainsell Technologies
  3. 3. Who We Are • Marketing Automation for SMB, B2B Companies • Founded in 2007 • Private, Self Funded • Located in Atlanta, GA • 800+ Clients • 70 Employees
  4. 4. Who We Are • Business Solutions company dedicated to helping businesses grow with technology • Founded in 1994 • Located in Boston, MA • Hundreds of clients using CRM/ERP or Marketing Automation • Privately owned – grew business by 20% last year…how?
  5. 5. What is Marketing Automation?A marketing automation system is a SaaS solutionthat increases sales and maximizes efficiency forcompanies with complex sales cycles. It allowsB2B marketers to automatically:• Generate and assign leads• Identify the hot ones• Nurture the cold ones• Track campaign success (ROI)
  6. 6. What are the advantages?Score and prioritize leadsArm your sales teamClose the loopAutomate and refine marketing tasks
  7. 7. Do you need one?Do you currently or plan to use… Web Analytics Registration Forms Email Marketing Paid Search Social Media Webinar CRM
  8. 8. Now what?Your steps to selecting and implementing…1. Create a Plan2. Create Realistic Goals3. Evaluate and Try Available Options4. Decide and Implement5. Access Results
  9. 9. Now what?Expectations from vendor during sales process… Week 1: Self Evaluation Week 2: Vendor Evaluation Week 3: Technical Demo Week 4: Decision Week 5: Planning and Implementation Week 6: Training Week 7: Give Feedback
  10. 10. What to look for in a vendorCompatibility/Infrastructure• SaaS• User Rights and Roles• Support for different browsers• Support for different operating systems
  11. 11. What to look for in a vendorWeb Analytics• Record and Display Online Activities• Track Time on Page• Track Anonymous Visitors• Score based on these activities• Integrate with your existing Google Analytics accountSite Search• Track prospect search terms on your site• Track prospect search terms on Google, Bing, etc.• Reporting
  12. 12. What to look for in a vendorRule Automation• Alert sales on specific activities• Drip Marketing/Automate Email Messages• Dynamic Segmentation• Lead Scoring• Assign prospects to your CRM
  13. 13. What to look for in a vendorEmail• Auto-Responder Emails• Drip Marketing/Automate Email Messages• Email Blasts• WYSIWYG and Third Party HTML Support• Email Client Plug-ins (for sales)
  14. 14. What to look for in a vendorLanding Page Tools• HTML Editor• WYSIWYG• Drag and Drop Functionality• Rule Automation for submissions• Custom URLs  Yoursite.com/WHATEVER-YOU-WANT
  15. 15. What to look for in a vendorForms• Easy Integration into your site• Customizable Form Fields• Progressive Profiling / Smart Forms• Drag and Drop Functionality• Rule Automation for submissions• Custom Formatting• Free/Invalid Email Address Checker
  16. 16. What to look for in a vendorCRM Integration• Native CRM Connector to your CRM  API if not?• Automatically assign leads• Opportunity Synching• Custom Field Support  Lead, Contact, Account and Opp level• Create & Schedule Tasks
  17. 17. What to look for in a vendorWebinar Integration• Integration with your webinar provider• Track registered, attended and absent prospects• Trigger Emails Based on Responses• Share data with sales (CRM)• Control look & feel of registration/landing pages
  18. 18. What to look for in a vendorSocial Media Integration• Integration with Twitter, Linkedin & Facebook• Schedule Posts• Track and Report on Posts• Opportunity Association from CRM
  19. 19. What to look for in a vendorReporting• Make sure it’s flexible• Reporting on Google Ads and PPC• Opportunity ROI Reporting• CSV Exports and Visual Reports available• Automated reports for C-level
  20. 20. Contact Us Pardot Kevin.goldstein@pardot.com 404.492.6845 x120 ComplimentaryBuyer’s Guide & Checklist Brainsellwww2.pardot.com/brainsell sfridell@brainsell.net 978.887.3870 x206
  21. 21. Q&AQuestions?