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I'm looking for a marketing automation tool that can help with lead nurture
What systems are the best?
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7 Answers
Ben,
As I’m sure you’ve discovered, there are a myriad of solutions on the market right now. Feature-wise, most deliver the same basic set of capabilities, albeit delivered in a different way. I’d recommend focusing your evaluation on ease of use, how quickly you can get a lead nurturing program up and running, how easy it is alter and optimize that program over time, and the company’s support infrastructure. My guess is that this space will consolidate significantly over the next few years, and it’s worth it in my view to look at solutions that are most likely to “make the cut.”
We use Marketo and (full disclosure) we’re also a long-time partner of theirs, currently working with a number of their clients on lead management strategy, implementation, and creative execution. Marketo is a very strong company, well-managed and well-funded, with real market momentum and a very solid offering. They’re not the only game in town, but definitely worth considering for your short list.
Good luck in your search,
Howard
Hi Ben, As Howard mentioned there are several solutions on the market, each has their own pros and cons. They all will do "lead nurturing" but that's only a portion of the lead management process. Can you tell me a bit more about your current process and what you want to accomplish with marketing automation?
Hello Ben,
There are a lot of great tools out there. We have worked with the majority of the marketing automation platforms and would be happy to help you in your search.
We just held a webinar that should be helpful regardless of the platform you select. I would invite you to view the webinar and contact us if we can answer any questions.
Here is a link to the archive. http://www.bulldogsolutions.com/node/561
Webinar Details.
•The seven types of lead nurturing. How to nurture at various stages of the buying cycle, from acquiring prospects to communicating with existing customers
•The anatomy of a nurturing track. The back-end setup, content and communications needed to create nurturing campaigns
•Re-engagement case study. How Mark Logic’s lead nurturing program drove dormant and stalled leads to connect with the sales team
You might want to check out Hubspot, too. http://www.hubspot.com/ they have a "system" that includes some lead nuturing.
We just selected the Eloqua product after a lengthy review of what is availavle. We quickly narrowed out finalists to Eloqua, Marketo and Silverpop. Silverpop was then eliminated due to not being able to meet a key requirement for our business. Both Marketo and Eloqua have some really great features and both can handle the basics. We selected Eloqua at the end of the day because it was the only choice for meeting some of the specific requirements of our business without work arounds.
Hey Ben,
It's awesome when we see Sales Managers looking at lead nurturing. At Marketo, we are finding more and more companies are driving marketing automation implementations from the sales team- really showing how sales and marketing need to work together to drive revenue.
It seems from your previous questions that you have recently installed or are considering installing a CRM system. I also see you've asked some questions about outsourcing some of your sales process. Both of these will impact which system is best for you.
If you are just starting to think about what you need for lead nurturing you may want to check out this workbook we created: http://www.marketo.com/dg2-lead-nurturing There is no registration required, so you don't have to worry about emails or sales calls until you want them from us. The guide discusses different types of nurturing campaigns, like accelerator campaigns and drip campaigns. By understanding your needs you will be able to select the tool that is right for you.
PS- Since I was once a customer of Marketo, and now work for them, they are my obvious choice ;-)
Hi Ben, this is a slightly biased response, but you may want to give Gold Lasso a shot.
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