MARKETING AUTOMATION
BUYER’S GUIDE

Hi there!

So you’re on the hunt for a marketing automation solution? Awesome! We’ve got a few resources that can help you along the way.

Tell us where you are on your buying journey:

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START WITH THE BASICS

What is Marketing Automation?

Marketing automation platforms (MAPs) help marketing teams build digital relationships with millions of unique buyers across digital channels. Marketing automation enables you to create adaptive buying journeys for your future customers as they interact with your brand. MAPs eliminate many of the manual tasks and multi-stetp processes involved in deploying campaigns across email, social media, and websites, and other digital channels.

MAPPING YOUR MARKETING CHALLENGES

Use Cases: What Challenges Can I Solve?

The life of a marketer is never simple. You have to build your brand, meet your sales targets, and launch campaigns, all on a deadline. Building genuine relationships with thousands, if not millions, of people simultaneously is no easy feat, but marketers are tasked with doing it every day. Marketers have the opportunity to engage with buyers at every stage of the customer journey, and marketing automation empowers you to scale your efforts.

Marketing automation opens up opportunities to create more personal, relevant engagements at each stage of the buyer’s journey – from building your brand, to driving demand, to expanding your customer relationships.

Are you tackling all the opportunities along the buyer’s journey? Take the interactive self-assessment to identify your gaps.

Are you Ready for Marketing Automation?

The biggest benefits of Automation according to Marketers:

Saving time: 74%

Increased customer engagement: 68%

Timely communication : 58%

Increased opportunities including up-selling: 58%

SELF-ASSESSMENT

Marketing Automation Readiness

Marketing automation is quickly becoming a must-have tool for businesses, especially for marketing organizations with three or more team members. However, it’s important to have the right resources in place to get the most out of – and be successful with – your marketing automation investment.

FEATURED EBOOK

What factors predict success with marketing automation?

Businesses often decide to take the leap forward with marketing automation when they are experiencing rapid growth, breaking into a new market, facing an emerging competitor, revitalizing stagnating sales numbers, or going through an internal leadership change. Marketing automation acts as a command center for marketing teams with big ambitions. For marketing teams tackling these core business challenges, it’s important to have a technology infrastructure in place that is accessible, easy-to-leverage, and provides real business value on a short deadline.

Choosing marketing automation:
Two Must-Haves that Predict Success

Choose the Right Marketing Automation Vendor

Forms

SEND AN RFP TO TOP VENDORS

Selecting a marketing automation solution is a major step for any marketing team. It’s important to select the tool that fits your unique business needs, and offers an accessible experience that won’t require months of consulting to get up and running. It’s common practice  to send an RFP to top vendors, asking them to detail how their solution aligns with your organization’s unique business needs.  
Customers

SEEK ADVICE FROM ANALYSTS AND PEERS

Get the scoop on the best solutions from those who’ve already been there, done that. The expertise of experienced analysts and crowd-sourced review sites can help you get your bearings and find the right-fit solution for your team. To see what industry thought leaders have to say about Act-On, Marketo, Hubspot, Eloqua, Pardot, and others, download our package of analyst and peer review reports: 
Chat

INTERVIEW POTENTIAL VENDORS AND ASK THE RIGHT QUESTIONS

You’ll want to do more than just a feature comparison to help you make the right decision for your organization. Your selection should be informed by your own business processes, available resources, company goals, and budget, to name just a few considerations. You’ll also want to make sure that your marketing automation seamlessly integrates with your CRM and any other key technologies you use.

We’ve listed some important things to think about when making your decision:

Pitch Marketing Automation To Your Team

Making a business case for marketing automation

Articulating the value of marketing automation to your colleagues is easy if you have the right facts lined up. We’ve done the leg work collecting use-cases and key industry stats to help you add the “wow” factor to use business case:

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Savings Calculator

Calculate your ROI

Your boss and your sales team love it when you hit your numbers. Show them what’s possible with marketing automation. Most marketing automation users see an uptick in leads, qualified opportunities, and deals. Curious to see how your funnel might be impacted by marketing automation? Check out the marketing automation ROI calculator:

ROI CALCULATOR

Pitch it to the executive team

Pitching for an investment in marketing automation comes with its own set of challenges. Every exec has a unique set of concerns and you should be prepared to answer their key questions. We’ve prepared a guide to help you address the likely specific concerns for your CEO and other stakeholder departments, including: marketing, sales, IT, finance, support, and corporate communications.

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Prepare for Implementation

Integrating with your CRM and other tools

Make sure your other tools and systems are ready to be integrated with your marketing automation platform. Connections with other core tools you use (like your CRM) are critical to success. Take an inventory of the tools you’ll need to connect with your system.

ACT-ON APP INTEGRATORS

Quick-start guide to building your marketing automation machine

Getting started with marketing automation can be intimidating (and complicated). Get a quick-start to your marketing automation journey by preparing your internal resources and aligning your team. With a little preparation, you’ll be well on your way to becoming a well-oiled marketing automation machine that will get results.

Things to consider might be: your data, your content, your staff resources, and your lead management systems. Here’s a marketing automation preparation crash course to get you rolling:

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