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Marketing Automation How to Choose the Right Marketing Automation Technology Christopher Ryan, CEO

How to Choose the Right Marketing Automation Technology

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Page 1: How to Choose the Right Marketing Automation Technology

Marketing Automation

How to Choose the Right Marketing

Automation Technology

Christopher Ryan, CEO

Page 2: How to Choose the Right Marketing Automation Technology

The Promise of Marketing Automation

Marketing and Sales Processes

Your technology should fit with the size of your organization and the complexity of your marketing and sales processes.

Is your chosen technology too much for your business?

Is your business TOO BIG for your chosen technology?

Your Business

Marketing Automation

Page 3: How to Choose the Right Marketing Automation Technology

Here are a few

guidelines to help you make the

right selection:

Marketing Automation

Your Business

Marketing and Sales Processes

Page 4: How to Choose the Right Marketing Automation Technology

Processes should lead, not technology

1. Understand your business objectives

2. Develop the processes that best drive the objectives

3. Then look at technology

For example: if your business relies heavily on telesales…consider integrating this key process when looking at MA system features.

Page 5: How to Choose the Right Marketing Automation Technology

TtV and ROI

LARGE

Return on

Investment

(ROI)

QUICK

Time-to-Value

(TvT)

You Want:

Page 6: How to Choose the Right Marketing Automation Technology

Ease of use is a crucial factor

Awareness Knowledge Skill Mastery

Marketing Automation Learning Curve

Learning Level

Expensive systems can be neglected or underutilized because they are too complex.

Page 7: How to Choose the Right Marketing Automation Technology

Flexibility is critical

• Systems are configurable• No need to constantly use

outside resources• No software coding

If data and users grow:• No need to purchase new

solutions• No need to upgrade solution• Only add new licenses

FlexibilityScalable Solution

Make sure the solution is scalable

Page 8: How to Choose the Right Marketing Automation Technology

Pick the right deployment model

For most companies, a Cloud/SaaS solution is the right

option.

• Much easier to implement• Requires no hardware

purchases • Can be operated anywhere

the user can get to an online connection

Tends to be much easier to customize or configure than

on- premise solutions.

Page 9: How to Choose the Right Marketing Automation Technology

Balance a proven solution and new technology

The solution with the most customers may be appealing

…but it could give you less flexibility at

a higher price.

$$$

Page 10: How to Choose the Right Marketing Automation Technology

Don’t forget integration

Already have a CRM or marketing automation (MA) application?

Choose a new technology that works well with your existing

solution

Pay attention to your CRM, demand

generation tools and website Systems that

don’t play well together cause

lots of headaches

Page 11: How to Choose the Right Marketing Automation Technology

Monitor marketing metrics

Make sure your chosen solution allows you to capture the key performance indicators important to your marketing operation.

Page 12: How to Choose the Right Marketing Automation Technology

About Fusion Marketing Partners

Christopher Ryan, CEO

We Do This:

Brand building/messaging

Website optimization

Content creation

Lead Generation

You Get This:

Much greater levels of awareness

Higher quantities of qualified leads

Ability to generate faster revenue

Lots more information at:

http://FusionMarketingPartners.com/

http://Greatb2BMarketing.com (blog)

[email protected]

719-357-6280