This is my first post about my life at work. Here is some insight on my day.
We are currently on a frantic mission for marketing automation software. We have a number of goals to improve efficiency and ROI, most importantly, getting a better handle on what our website traffic is doing. so over the past few weeks, we have been looking closely at solutions for web content management, lead nurturing and marketing automation.
We had what we thought was a short list. Then we realized the short list might have been too short. So I have been doing additional research to do my due diligence.
Here is my current list of contenders (for the bulk of my department goals)
(Update 6/12/2008: I picked a winner! Carry on!)
With every project of this type, it is unclear how to choose a winner: price, features, vision, implementation time, UI, team responsiveness or rapport. Right now, I’m not sure and I’m still asking questions and gathering proposals. I’ll post here more on what we choose.
For all of you shoppers out there, I have learned there is absolutely no easy way to find these solutions. Everyone categorizes themselves slightly differently, and each of my web searches turned up a completely different list of vendors. The solutions above are the most complete for most of my goals: web analytics, PPC campaign integration, landing pages, lead management, drip marketing, integration with our CRM system.
Here are the categories that turned up some of these applications:
- landing pages
- marketing automation
- drip marketing
- Marketing Analytics
- lead nurturing
Here are a few other options, I thought were good, but not perfect for my goals.
What I have learned?
- There is no common feature set to marketing automation.
- Some appexchange partners are quicker to respond to requests than others.
- Lots of vendors have very similar roadmaps and timelines.
- Self-categorization may not match you up with the right peers, it is important to know what words your customers are searching for (Hubspot is really great for this – picking weird terms is a good plan)
- Even great automation systems can miss qualified leads, the best response time comes from calling in
I’ll post more on this topic as I understand more. Stay tuned.