Vendor Landscape Plus Marketing Automation Suites When lead

Vendor Landscape Plus: Marketing Automation Suites When lead management and email marketing aren’t enough. Info-Tech Research Group 1

Introduction Marketing Automation (MA) suites enable complex campaigns across many channels and marketing groups throughout the enterprise. Don’t rely on email marketing or lead management alone when your marketing needs are more sophisticated. This Research Is Designed For: ü IT managers and marketing professionals involved in evaluating, selecting, and deploying an MA suite. ü Mid-large organizations with either B 2 B and B 2 C clients, which have more than ten marketing professionals. ü Organizations interested in increasing cross-sale opportunities between product lines and across more channels than simple email and Web. ü Business managers who are interested in marketing resource optimization, lead management, campaign planning & execution, reporting, and analytics potentially by using MA suites This Research Will Help You: ü Understand the challenges being faced by your company’s marketing department, so you – the IT manager – can effectively assist in the evaluation and selection of an MA suite and have intelligent conversations with MA vendors. ü Understand the benefits of MA and distinguish MA suites from lead management automation (LMA) and email marketing services. ü Evaluate MA vendors and products for your enterprise needs, and determine which products are most appropriate for particular use cases and scenarios. ü Follow best practices for implementing the selected suite. Info-Tech Research Group 2

Executive Summary Info-Tech evaluated seven competitors in the MA suites market, including the following notable performers: Champions • IBM provides all the bells and whistles in an easy-to-use platform, making them a champion in the MA landscape. • SAS is still a top choice for organizations that place a high value on operations management and vendor strength. • Teradata’s recent acquisition of Aprimo has made them a top competitor in the MA suite space. Trend Setter Award: • IBM wins the trend setter award for its advanced social and mobile geofencing capabilities. IBM is clearly staying ahead of the curve, creating a product to fit modern marketers’ needs. Info-Tech Insight 1. MA is a robust stand-alone market: MA, LMA, and email marketing are not the same products! MA suites automate the endto-end marketing process, across multiple channels (Web, email, social, print, telephony, etc), across multiple brands and product lines, and include multiple customer segments. 2. MA increases cross-sell opportunities: MA enables the organizations to effectively manage the complexity of multi-channel campaigns and increase cross sell opportunities by integrating multiple sources of customer intelligence in a centralized database. 3. Social & mobile feature sets are weak Despite important social and mobile trends in the consumer space, most MA vendors are struggling to keep up. Info-Tech Research Group 3

Follow Info-Tech’s Customer Relationship Management Roadmap to supplement your organization’s initiatives Customer Relationship Management Suites CRM suites allow businesses to engage with customers through a multi-channel strategy, providing sales with a 360 -degree view the customer. Use CRM suites along with other business apps, like MA suites, to gain maximum productivity and revenue generation across all three business domains (i. e. marketing, sales, service). ØVL Plus: CRM Suites for Small Enterprises ØVL Plus: CRM Suites for Large Enterprises Email Marketing Services An email marketing service allows businesses to execute mass email campaigns with the click of a button. This saves IT from email list creation and client-side preview testing. Ø VL Plus: Email Marketing Services Ø Ø Lead Management Automation Platforms LMA platforms close the sales loop, enabling the business to generate, score, nurture, and retain leads via email, web, and social channels. Ø VL Plus: Lead Management Automation Platforms Customer Service Research: VL Plus: Customer Service Management Platforms VL Plus: Customer Service Knowledge Management Platforms VL Plus: Field Service Automation Solution Design a Customer Service Strategy that Serves the Social Customer Ø Ø Marketing Automation Suites MA suites direct businesses in their end-to-end marketing lifecycle, which includes lead and revenue performance management through both digital and traditional channels. Ø VL+ Marketing Automation Suites Social Media Research: Leverage Social Media for Enhanced Customer Interaction VL Plus: Social Media Management Platforms Implement a Social Media Program Formulate a Social Analytics Strategy Info-Tech Research Group 4

Assess the Fit for Advanced MA What’s in this Section: • An overview of MA, benefits to IT and business, and MA use cases. • Understand why MA is critical for sales-focused organizations. Sections: Assess the Fit for Advanced MA Create a Selection Strategy Evaluate & Select an MA Suite Implement a Platform • Differentiate between lead management, email marketing services, and MA. Info-Tech Research Group 5

Gain a competitive advantage by implementing a marketing automation suite An MA suite will save IT and the business time & resources, and increase revenue. The more complex the channel and product strategy, the greater the benefits will be. Reduce cost. Save IT time and resources. Enable cross-sell opportunities. Marketing Automation (MA) provides a tool set which allows marketing to more effectively manage budget spent on complex multi-channel multisegment campaigns. Streamlined management means decreased cost. Time consuming IT tasks can now be managed by the business, e. g. reporting and analytics, marketing asset management, data cleansing, webpage construction, direct mail execution, IVR campaign enablement, and IT can focus on more valuable projects. Uniting multiple groups that traditionally manage different campaigns across many channels, product lines, and customer segments creates new, previously missed sales opportunities. Ad-Hoc Management Marketing Automation Suite Product Line Product 1 Product 2 Product Line Product 3 Phone Email Web A B C Customer Segments Product 1 Print Product 2 Product 3 Phone Email Web A B C Social Customer Segments When a critical mass of channels, products, and customer segments is reached within an organization, marketing automation suites are necessary to reduce complexity and take advantage of untapped opportunities like cross selling. Info-Tech Research Group 6

Don’t be held back by a lack of knowledge: MA adoption is exploding Marketing adoption rates are experiencing a significant increase as the market continues to mature. A 2010 Info-Tech research study found that only 3% of organizations surveyed had implemented a solution. Since then, there has been a 1100% increase in adoption, a trend that Info-Tech predicts will continue to grow as the market matures. Unfortunately, a lack of knowledge continues to be the top reason for non-adoption, rather than any particular use case or budget limitations. This unfamiliarity is creating widespread missed opportunities for increased revenue and efficiency throughout the entire organization. Marketing automation adoption is growing. 52% of organizations surveyed have implemented or are planning to implement by 2013. Implemented Planning to Implement Have not Implemented 60% 40% of those respondents that indicated they do not have an MA suite, described a lack of knowledge about MA as the primary reason. 40% *Source: Info-Tech Research Group, N = 42 **Source: Info-Tech Research Group, N = 22 Info-Tech Research Group 7

Leverage an MA suite to realize business and IT value Marketing automation is ideal for large organizations with multiple product lines in a complex marketing environment. In many of these organizations, IT tends to be more centralized than their counterparts in the business. This makes it uniquely positioned to encourage greater coordination by helping the business units understand the shared goals and the benefits of working together. Cross Segmentation Business Value IT Value Additional Revenue Generation Real Time Capabilities Lead Growth/ Conversion Rate ü Shared resources ü Increase average ü Improve retention ü Higher campaign between brands and product lines. ü Increased database size, with populated client data. ü Track customer lifetime value. deal size. ü Decrease time to execute campaigns. ü Decrease lead acquisition costs while collecting higher quality leads. rates ü Reduce cost to serve. ü Increases customer retention due to effective service. and response rates. ü Track, measure and prove the value of marketing activities. ü Broaden reach through social channels. ü Reduce reliance on ü Saved IT resources ü Reduces need for IT for routine tasks such as list creation, and data cleansing. are now placed in sectors of the business where the ROI is of greatest value. to cleanse, modify or merge data lists because most suites include CRM connectors. constant customization on status reports on lead value and campaign success. Don’t forget that MA suites deliver on the overarching suite value proposition: delivering a robust solution within one integrated offering. Without an MA suite, organizations in need of this functionality are forced to piece together best-of-breed point solutions. This not only increases costs, it’s an integration nightmare for IT! Info-Tech Research Group 8

Failing to automate marketing initiatives leads to more work, uninformed decisions, and diminishing returns The value proposition of an MA suite revolves around enhancing the effectiveness and efficiency of marketing and sales initiatives across multiple channels and brands. Client Challenge The growth of Web 2. 0 channels coupled with traditional marketing channels has made manually managing campaigns an ineffective and time-consuming process. The challenge is magnified when multiple brands, product lines, or geographies are involved. MA Solution Use the campaign planning and execution features of MA to reduce the amount of time spent creating marketing campaigns. At some point, complexity reaches a critical mass and the organization has to be able to manage multiple channels and product lines. Organizations have cross sell opportunities which they need to take advantage of. Increase cross-sale effectiveness by collecting centralized data on customer profiles in one location. Organizations can then use campaign scoring algorithms to generate qualified leads from customer databases across the organization. Measuring marketing spend analytics is particularly important for evaluating campaign success. As the volume of content grows, separating the signal from the noise becomes increasingly difficult. Use the advanced analytics of MA to ensure campaigns are meeting their goals, and to illustrate marketing value. Efficiently managing multiple campaigns across multiple channels and segments is a complex task. Marketing automation suites can manage this complexity, and enable organizations to effectively leverage new opportunities like cross selling. Info-Tech Research Group 9

Info-Tech Research Group Helps IT Professionals To: ü ü ü Quickly get up to speed with new technologies ü Manage business expectations ü Justify IT spending and prove the value of IT ü Train IT staff and effectively manage an IT department Make the right technology purchasing decisions – fast Deliver critical IT projects, on time and within budget Sign up for free trial membership to get practical solutions for your IT challenges • “Info-Tech helps me to be proactive instead of reactive – a cardinal rule in a stable and leading edge IT environment. - ARCS Commercial Mortgage Co. , LP Toll Free: 1 -888 -670 -8889 www. infotech. com Info-Tech Research Group 10