How to do implementation and control in marketing?

Which Marketing Automation software companies offer the shortest implementation period (time to value)?

  • When I refer to implementation, I am referring to installing and configuring the technology to work in conjunction with Salesforce, NOT the hands-on process of creating the web forms, landing pages, etc., which is separate.

  • Answer:

    It really depends on size of your business (SMB vs Enterprise) and to what extent (i.e feature wise) do you want to use Marketing automation (MA) within your organization. Marketing automation systems are still in the very early stages of adoption, however, its a rapidly growing category. According to a survey done by Focus group, only 10% of B2B universe have adopted this technology. When it comes down to it, implementing Marketing Automation system is as much about laying out/mapping internal processes as it is about implementing the actual system. In my experience, building the processes, working with Sales and Marketing team to align together & define right lead scoring/leads hand off strategy etc is critical. Once you have a clear understanding of programs you want to run, defined leads scoring model, have set of cleansed database, agreed with sales team on lead hand-off process (among others), your path to implementation will become clearer. Eloqua, for example, has SmartStart program to get you started within a week or so (http://www.eloqua.com/news/press/Eloqua_Guarantees_Marketing_Success.html).  Marketo also has similar offering 'Quick Start' (http://www.marketo.com/freetrial.php) If you want to dig deeper, DemandGen Report and Manticore Technology recently did a survey, which has some interesting data points on implementation time, ease of use etc. Some notable vendors: Active Conversion, Act-On Software, Aprimo, Eloqua, eTrigue, http://Genius.com, LoopFuse, Manticore Technology, Marketo, Market2Lead (now part of Oracle), Pardot , Silverpop Engage B2B (formerly VTrenz), Unica (now part of IBM) You may find these blogs hepful as well: http://www.leadsloth.com http://www.funnelholic.com

Ravi Shrestha at Quora Visit the source

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Other answers

A bit late to the party but my company's product, Net-Results Marketing Automation, has been implemented on 2,000 page websites in literally 5 minutes. Net-Results lead capture works with your existing web forms so there's no need to change any code or replace your web forms which will also speed your time to get up and running. We offer the best segmentation you'll find, and those segments drive all function within Net-Results including lead nurturing campaigns, scoring, sales alerts, reports & dashboards, and integration with your CRM such as Salesforce, Sugar or MS Dynamics. Pricing starts at $400/month and includes all features. http://www.Net-Results.com http://support.Net-Results.com

Michael Ward

Two answers for you, both depend on the stage of your company, your technical expertise, etc. We started off using Hubspot, and they're great if you're really focused on getting up and running quickly, and want a super simple http://salesforce.com implementation. Hubspot isn't really all about marketing automation per se, but it does let you create forms for lead capture, hooks up with salesforce, creates landing pages, etc. We've since moved to Marketo because we wanted to do a lot of lead nurturing and automation. Marketo is a lot more advanced than Hubspot, but it is also more expensive and complicated.

Nathan W Burke

I would ask the question slightly differently.  How do you quickly develop the proof of concept with the software and validate it so that your underlying business assumptions can be tested with real data. Getting things live quickly is easy these days, especially with SasS.  Getting anything insightful out of it is a separate question and you should really focus on getting the proof of concept right vs. getting a half baked idea out the door quickly.

Moe Min

Take a look at our marketing automation app Nurture http://www.nurturehq.com. We are built on the KISS principle to make sure marketing managers truly feel empowered to design campaigns without feeling overwhelmed with the complexity that our competitors suffer from. Integration with http://Salesforce.com takes 2 hrs to upto 2 days depending on what you are looking to do. It can technically take longer if you are looking to do some very very customized flows but usually 1-2 days is more than enough, to ensure the "process" is thought through and data flow is setup based on that. 

Vaibhav Domkundwar

I would agree with some of the previous answers above by saying that it really does depend on the size of your business and how technical you want to get, however my perspective is that it doesn’t have to be a long/painful process.  We are relatively new customers with Eloqua (and probably on the smaller end of the size of customer they usually bring on) and from start to finish it only took a portion of our three day SmartStart program with their implementation team to get our Salesforce integration configured and running.  Since the initial implementation we’ve made a few tweaks to the integration and it has been easy to do within the Eloqua application.  We found that during our implementation it was really beneficial to have thought through how we would want the integration to look before hand and what fields needed to be available within Eloqua so that when it got to the actual time of implementation it was a much easier/quicker implementation.  Hope that helps.

Corey Kime

Every marketing automation firm has its own unique USP but to my mind the company which makes implementation of your campaigns easy, quick and effective is the one to look for. With technologies in this sector evolving rather speedily, making the right choice may be challenging. http://Fyoosion.com looks promising in the present setup. It’s quick, scalable and easiest to implement.

Annu Yadav

Act-On Software- 20-30 Minute Full SFDC integration (although I've seen it done as quickly as 5 minutes). We walk you through step by step so it is done correctly. After that, import some lists, set up segmentation rules, and you're ready for content! http://bit.ly/1IqRQFQ    One more thing to brag about-  http://www.brainsell.net/blog/2015/03/act-on-salesforce-integration/

Andrew McCarthy

You can have a Marketing Automation solution up and running same day. But it will improve over time, as it uses intelligence from one campaign to improve another. You should only spend 10% of your budget on the software - you need to revise your landing pages, emails and content in general to make it work at its best. You should also realign your sales and marketing teams - there is a real opportunity to make them work better together and really improve your lead conversion. Check out LeadFormix for a simple, easy to implement sales intelligence and marketing automation solution. You'll be able to laugh at the people spending $50k pa on things like Marketo as LeadFormix is much more effective for mid size or smaller B2B companies.

Peter Johnston

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