May 2011
New technology often has the dual benefits of making our lives more efficient and changing our interactions with each other and the world. Marketing automation is no different. Tools like Eloqua, Marketo and Silverpop are helping marketers organize their approach to connecting with and creating value for customers and prospects. At the same time, it is transforming the customer experience, offering those at the middle of the sales funnel greater educational opportunities and more targeted resources.
As B2B organizations realize the rewards of focusing on the prospects that are less than sales-ready, they are optimizing their marketing processes. One solution for efficient lead management, predictable conversions, streamlined sales cycles, marketing-sales alignment and higher customer satisfaction is automation. Marketers must set specific goals in investing in a marketing automation system and define how a solution will help meet them. From there tool selection can begin.
Choosing a marketing automation tool is a multi-step process that includes defining requirements, researching options, testing vendors, conducting trials, and ultimately, deciding what to deploy. And the market is saturated with options. At least 20 contenders vie to prove the functionality and usability of their systems. In addition, some agencies have homegrown tools. To enable customization and control costs when clients' requirements or budgets don't match third-party tools, 90octane developed 90core, a proprietary conversion-driven content management system with in-depth tracking and light lead nurturing capabilities.
With solutions ranging from small business to mid-tier and high-end, and tailored to the needs of specific organization types and sizes, defining requirements is critical. Considering processes that the department does not already have in place and ways that it can, and cannot, expand its tasks to meet business goals is critical to ensuring a high return on this important investment.
Here is a summary of the criteria to consider during the requirements gathering phase:
By beginning a conversation with a customer early in the purchase process marketers build trust. They also learn more about customers' needs and respond with solutions that ease pain points. Developing such a relationship may require investment in a marketing automation tool, but the endeavor also yields profitable growth.
Is your company tweeting yet? Google has added tweets to regular search results. While it used to take time for the engine to index and list the social content, tests show tweets are now appearing almost real-time.
90octane | 518 17th St., Suite 1400 | Denver, CO 80202 | p: 720.904.8169 | email: info@90octane.com |
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Adopted February 1, 2004
© 2011 90octane, L.L.C. All Rights Reserved