Marketing Automation Systems
Marketing Automation Systems (M.A.S. or MAS) track web vistors and replace a hodgepodge of email service providers (ESPs). Good MAS solutions are one of the great leaps forward in B2B marketing in the past decade. But you need to know the following:
- They don't plug themselves in
- They do absolutely nothing out of the box
- Any default workflows are too simplistic
- They enable both great and terrible programs
The Lever10 team has significant expertise in multiple instances of Eloqua, Marketo, Act-On, Pardot, RightWave and HubSpot.
Which do we prefer? Different clients need different things, so we help to pick the very best fit for each client. Our deep knowledge of these platforms is one of our strengths, so for now, we prefer to keep our comparative information to ourselves and our clients.
The Real Benefit of MAS is Heat Measurement
MAS platforms can save you a lot of time and effort in tracking B2B web visitors. We will not try to sell you on the feature set here - but we know that MAS platforms improve the processes and accuracy of our client's programs. The principle benefit is Heat Mapping, that is, showing an explicit interest level for each lead in the CRM.
The Lever10 team has a powerful model to tune sales reponses to the 'heat level' of any particular lead. We
have proven this model across dozens of clients and more than a thousand explicit campaigns.
You Need a Marketing CTO
The complexity of CRMs, MAS, Analytics, eCommerce, Demand-Gen and other sytems far exceeds the technical capabilities of your Marketing department. As this article in the "Cloud Times" explains, the role of the Marketing CTO (or Chief Marketing Technologist) is increasingly required.
All Marketing Jobs Now Look a Lot Like IT Jobs
We tell this to all marketing teams and it seems to cause significant discomfort.
Sorry about that! Really, we understand the pain, but the fact is that marketing, which was previously rather exempt from many aspects of geekdom is now emerged in it. And many marketing professionals cannot cope. This comes to the forefront when we start to use automated systems which require: Integration with a CRM; Integration with Web Sites; Quality Scoring Emails; Creating clean HTML email templates; Keeping Large Lists Clean; ... and a dozen other skillsets.
We have Marketo experts, Eloqua Experts, Act-On Experts, Pardot Experts, RightWave Experts and HubSpot Experts on staff.
If you scrolled down this far, you should just ask us for a PDF of these workflows.
Contact Lever10 for a copy of these workflows that will not strain your eyesight.