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What B2B marketing automation software do you use?
Best Answer
Laura:
I'm hesitant to tell you which systems we use since my general advice is to focus on the key capabilities you are after, and then look at which systems best provide them. What we find is that no solution fits all our needs. Therefore we use a mix of "best of breed" software solutions.
For emailing we use SilverPop, for capturing and nurturing new leads we use Webleadsb2b, and for tracking leads through the Sales process we use a number of different CRMs from Salesforce to Eloqua , depending on the needs of each business unit.
Another strong recommendation is to look beyond the software itself and see how good the vendor is in areas such as support and general good know-how. Again we use a mix since we find its good to have both big and small vendors. Big vendors have many pluses, but smaller vendors are often stronger in support and willing to go the extra mile to please you.
Lastly, its important to get the marketing team versed in marketing automation. For many stuck in traditional marketing ways this can be a challenge, but a challenge they will enjoy once they start seeing the benefits. They will soon see that technology has gone a long way in the last few years in making the life of the marketer easier.
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- Elizabeth Sklaroff
Laura - As you can see, there are several options available in the space. As an agency guy in my past life, we used many solutions. Most decisions where based on cost and capabilities. Some of the more expensive providers offered lots of bells and whistle, but most of them we never even used.
I would look at the following items and make a decision based on the best balance; quick set-up, customer service availability, reporting, campaign set-up, and price.
I'd like to throw in Net-Results as a contender (my current employer).
Good luck in your search!
Take a look at Salesforce AppExchange (www.appexchange.com) - and search for marketing automation. There are a few apps aimed at small and medium-sized businesses.
Hi Laura,
Check out Genius.com. We are the #1 rated marketing automation platform on the Salesforce.com AppExchange.
Thanks,
Gaurav
Laura, if I had a big budget, I'd choose Marketo. But as a small business, we use Genoo and are quite happy with it. It gives a lot of value for the money.
Jeff Ogden, the Fearless Competitor
President, Find New Customers
http://www.findnewcustomers.net
http://www.fearlesscompetitor
@fearlesscomp
It seems the top three are Genius, Silverpop, and Marketo. All the research and questions that I ask about Marketing Automaton always bring back those three competitors.
I appreciate you suggesting Genoo, Jeff. I will take a look at them. Thank you all for your quick response to my question.
You might also look at Lead Follow-Up (on AppExchange) - an affordable alternative to the first three you mentioned. [disclosure: I am the publisher]
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Recently I tried Jesubi, a software as a service (SAAS) subscription service. This web based program interfaces with Salesforce.com and other CRM systems and allows you to build flexible campaigns. Back end reporting provides data to improve process and performance.
Thanks for the additional follow ups. I will be sure to take a look at Salesforce.com AppExchange and Jesubi as well. Thanks!
We use SalesNexus at SalesNexus.com. They have great nurturing programs available and a free 30 day trial to get your feet wet.
Hi Laura,
Just joining the party ... but would love to suggest two things:
1) I love the guidance Carlos gave you - but would even take it one step earlier. Be sure you are asking yourself if you have so many leads that you need to automate them. If you in fact have enough leads, then marketing automation is a great next step. If you need more leads, I'd start with that problem and later, once lead flow is up, tackle the nurturing & automated qualifying steps.
2) If you haven't already, consider checking out HubSpot (disclosure - I work here). We make and end to end marketing software suite for online marketing - it includes tools to help you get found by & convert more prospects to leads ... and THEN nurture them via automation style solutions. We also integrate with SFDC and are an AppEx partner.
Whatever you choose, Richard's parting words are spot on. Fit the solution to your needs ... rather than letting a vendor tell you what they think you need.
Cheers and Happy Marketing!!!
Each of these posts offer excellent insight into this challenging question and investment. Implementing a CRM just to say you did it won't solve the problem. There are a slew of non-enterprise system options that area available mostly in a SaaS format to choose from.
I looked for a multi-function system that provided integrated marketing, lead nurturing, and CRM. I wanted a company that was bringing on new ideas, had their own knowledge base and fit our meager budget.
After several months of review and analysis we decided to go with an up-and-comer called Infusionsoft. I would encourage you to add them to your shopping list.
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Laura:
We use Silverpop Engage B2B and are in the process of migrating to their newly released Engage 8. As a partner of Silverpop's we also recommend this solution to our clients due to the ease of use, the solutions flexibility and the company behind the product. Silverpop has traditionally ranked as one of the top companies with the top products in this space.
For a company as yours looking to get started I would recommend before any automation however you ensure you have the right lead management process in place. By ensuring you have the people and process in place, you will get the most benefit from your solution.