Vendor Landscape Plus: Marketing Automation Suites
When lead management and email marketing aren’t enough.
- Large organizations need a solution that will give them a unified view of their customers across the entire organization.
- Despite the importance of creating a “single face” for the customer, efforts across product brands and lines are rarely harmonized, and as a result organizations are losing out on cross sell opportunities – which means they are missing out on revenue.
- Some organizations are still confused about the differences between email marketing services, lead management automation (LMA), and marketing automation (MA) resulting in low adoption rates, and organizations taking the wrong approach leading to wasted investments or insufficient functionality. IT managers need to consider which product combination will provide the most value.
- Integrating across disparate systems is painful – an integrated suite addresses the marketing lifecycle the best. The larger the enterprise and the more complex the needs, the more this value proposition resonates.
Our Advice
Critical Insight
- MA is a robust stand alone market. MA, LMA, and email marketing are not the same! MA suites automate the end-to-end marketing process, across multiple channels (e.g. Web, email, social, print, telephony, etc.), multiple brands and product lines, and multiple customer segments.
- MA increases cross sell opportunities! MA enables enterprises to effectively manage the complexity of multi-channel campaigns, and increase cross sell opportunities by integrating multiple sources of customer intelligence within a centralized database.
- Social and mobile feature sets are weak. Despite important social and mobile trends in the consumer space, most MA vendors are struggling to keep up.
Impact and Result
- Understand the benefits of using an MA suite, as well as identify best practices for a successful MA implementation.
- Plan for and select an MA suite that supports enterprise domains, customer segments, and channel strategy.
- Save time and money by using Info-Tech’s Vendor Landscape to compare and contrast the major MA vendors, and then create a shortlist of the most appropriate vendors.
- Use the prescribed tools and templates to gather vendor and product information, objectively score the responses, and conduct vendor demos to select the right product with confidence.
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