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Marketing Automation Vendor Evaluation

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Marketing Automation Vendor Evaluation

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  1. Marketing Automation Vendor Evaluation Marketing Automation Vendor EvaluationBusiness Requirements Necessity Vendor 1 Vendor 2 Vendor 3General & Technical RequirementsSecure Web Access for Remote Users Must Have 1 1 3Easy & Intuitive User Interface Nice to Have 2 1 3No I/T Staff Required for Set-up or Maintenance Must Have 1 3 3Free Trial is Available to Test-Drive System Must Have 1 2 1Microsoft Outlook Email Integration Must Have 1 1 1Microsoft Excel Import/Export Must Have 1 3 2Bi-directional CRM System Integration (Salesforce.com, etc) Must Have 1 1 2Email/Web Analytics Application Integration (Google Analytics, etc) Must Have 1 2 2Paid Search Application Integration (Google AdWords, etc) Must Have 1 1 3Marketing Campaign ROI (search, direct mail, PPC, cold-calling,tradeshow) Must Have 1 2 3Closed-Loop Reporting - all sales can be traced back to original leadsource Must Have 2 3 3Daily Visitor Activity Reports - automatically sent to sales/marketing users Must Have 1 3 3Lead Management - leads can be pulled back from CRM system if notactive Must Have 1 3 3General & Technical Requirements Total (39) 15 26 32Marketing Automation RequirementsEmail Marketing - easy-to-use, robust WYSIWYG HTML editor Must Have 1 2 3Email Marketing - dynamic insertion of variables & tracked URLs Must Have 2 1 3Email Marketing - lists can be imported, updated, and segmented Must Have 3 1 2

  2. Email Marketing - automatic de-duplication of contact records Nice to Have 3 1 3Email Marketing - email campaign scheduling & automation Nice to Have 2 1 3Web Analytics - individual user behavior tracking (micro-analytics) Nice to Have 1 1 3Web Analytics - identification of anonymous companies (WHOIS) Nice to Have 2 1 3Web Analytics - captures prospects data for incomplete forms Nice to Have 3 1 3Web Analytics - tracks entry/exit pages & referral source Must Have 3 1 3Web Analytics - identifies search terms used to find your website Must Have 2 1 3Automation - autoresponder emails sent upon form conversion Must Have 2 1 3Automation - leads are scored based on profile & activity history Must Have 3 1 3Automation - leads routed based on lead assignment rules Nice to Have 3 1 3Automation - prospects can be added to drip marketing campaigns Nice to Have 1 1 3Automation - dynamic marketing campaigns based on if/then logic orbehavior Nice to Have 3 1 3Event Management - automation of pre and post event marketing activities Nice to Have 1 1 3Event Management - registration handling Nice to Have 3 1 3Event Management - integration with third party webinar platforms(Webex…) Must Have 3 1 3Event Management - waitlisting and event size management Must Have 3 1 3Survey Management - ability to create and manage multiple survey types Must Have 2 1 3Survey Management - reporting and analytics Must Have 2 1 3Integrated Channels - SMS - supports personalized text messaging Nice to Have 1 1 3Integrated Channels - RSS - supports creation and management of RSS Nice to Have 2 1 3Integrated Channels - Digital Direct Mail - create and send personalizedmail Nice to Have 3 1 3Integrated Channels - Fax - supports individual and batch fax campaigns Nice to Have 1 1 3Integrated Channels - VoiceMail - send personalized individual or batch Nice to Have 2 2 2 Email Marketing - automatic de-duplication of contact records Nice to Have 3 1 3Email Marketing - email campaign scheduling & automation Nice to Have 2 1 3Web Analytics - individual user behavior tracking (micro-analytics) Nice to Have 1 1 3Web Analytics - identification of anonymous companies (WHOIS) Nice to Have 2 1 3Web Analytics - captures prospects data for incomplete forms Nice to Have 3 1 3Web Analytics - tracks entry/exit pages & referral source Must Have 3 1 3Web Analytics - identifies search terms used to find your website Must Have 2 1 3Automation - autoresponder emails sent upon form conversion Must Have 2 1 3Automation - leads are scored based on profile & activity history Must Have 3 1 3Automation - leads routed based on lead assignment rules Nice to Have 3 1 3Automation - prospects can be added to drip marketing campaigns Nice to Have 1 1 3Automation - dynamic marketing campaigns based on if/then logic orbehavior Nice to Have 3 1 3Event Management - automation of pre and post event marketing activities Nice to Have 1 1 3Event Management - registration handling Nice to Have 3 1 3Event Management - integration with third party webinar platforms(Webex…) Must Have 3 1 3Event Management - waitlisting and event size management Must Have 3 1 3Survey Management - ability to create and manage multiple survey types Must Have 2 1 3Survey Management - reporting and analytics Must Have 2 1 3Integrated Channels - SMS - supports personalized text messaging Nice to Have 1 1 3Integrated Channels - RSS - supports creation and management of RSS Nice to Have 2 1 3Integrated Channels - Digital Direct Mail - create and send personalizedmail Nice to Have 3 1 3Integrated Channels - Fax - supports individual and batch fax campaigns Nice to Have 1 1 3Integrated Channels - VoiceMail - send personalized individual or batch Nice to Have 2 2 2

  3. Integrated Channels - Text-To-Voice - computer generated voice fromscript Nice to Have 2 2 3Integrated Channels - Call Center - integration w/ Telemarketing/InsideSales Must Have 3 1 2Lead Scoring - score behavioral data Must Have 2 1 3Lead Scoring - score explicit data Must Have 1 1 3Lead Scoring - support company level lead scores Must Have 2 1 3Landing Pages & Forms - customizable fields Nice to Have 1 2 3Landing Pages & Forms - invalid/free email address blocker Nice to Have 3 2 3Langing Pages & Forms - form handler for existing web forms Nice to Have 3 1 3Landing Pages & Forms - form handling logic for variable processing Nice to Have 3 1 3Landing Pages & Forms - dynamic content substitution based on rules Nice to Have 3 3 3Landing Pages & Forms - personal URLs, landing pages, or hypersite Must Have 2 1 3Campaign Management - integrate multiple channels on one platform Must Have 1 1 3Campaign Management - report and analyze budget and campaignresponse Must Have 3 1 3Chat - support proactive and reactive chat integrated with website Must Have 2 2 3Data Management - Deduplication, Validation, Append Must Have 3 2 3Data Management - Enrichment - integration with D&B, GroupOne, others Must Have 2 2 2Marketing Automation Requirements Total (126) 93 52 122Sales RequirementsProspect Activity Alerts - sent to sales users based on automation rules Must Have 2 2 2Ability to View User Activities within CRM System interface (page views,etc) Must Have 1 3 3Activity History - form submissions, email opens, web visits, downloads,etc Must Have 2 1 2Prospects can be sorted based on lead score, recent activity, company,etc Nice to Have 3 1 2Lead Qualification - leads only transferred when they reach minimum score Nice to Have 2 3 3 Integrated Channels - Text-To-Voice - computer generated voice fromscript Nice to Have 2 2 3Integrated Channels - Call Center - integration w/ Telemarketing/InsideSales Must Have 3 1 2Lead Scoring - score behavioral data Must Have 2 1 3Lead Scoring - score explicit data Must Have 1 1 3Lead Scoring - support company level lead scores Must Have 2 1 3Landing Pages & Forms - customizable fields Nice to Have 1 2 3Landing Pages & Forms - invalid/free email address blocker Nice to Have 3 2 3Langing Pages & Forms - form handler for existing web forms Nice to Have 3 1 3Landing Pages & Forms - form handling logic for variable processing Nice to Have 3 1 3Landing Pages & Forms - dynamic content substitution based on rules Nice to Have 3 3 3Landing Pages & Forms - personal URLs, landing pages, or hypersite Must Have 2 1 3Campaign Management - integrate multiple channels on one platform Must Have 1 1 3Campaign Management - report and analyze budget and campaignresponse Must Have 3 1 3Chat - support proactive and reactive chat integrated with website Must Have 2 2 3Data Management - Deduplication, Validation, Append Must Have 3 2 3Data Management - Enrichment - integration with D&B, GroupOne, others Must Have 2 2 2Marketing Automation Requirements Total (126) 93 52 122Sales RequirementsProspect Activity Alerts - sent to sales users based on automation rules Must Have 2 2 2Ability to View User Activities within CRM System interface (page views,etc) Must Have 1 3 3Activity History - form submissions, email opens, web visits, downloads,etc Must Have 2 1 2Prospects can be sorted based on lead score, recent activity, company,etc Nice to Have 3 1 2Lead Qualification - leads only transferred when they reach minimum score Nice to Have 2 3 3

  4. Re-Assignment - leads can be re-assigned to new sales representative Must Have 1 2 3Profiling - sales users can update prospect profile to automate lead scoring Must Have 2 3 3Last Activity - sales users can view & sort prospects based on last activity Must Have 1 2 3Do Not Call/Unsubscribe - prospects can be added to Do Not Contact lists Must Have 2 2 3Sales Requirements Total (27) 16 19 24Service and Training RequirementsImplementation: Ability to self-deploy Must Have 1 2 3Implementation: Quick Time To Value: < 30 Days to Launch FirstCampaign Must Have 2 2 2Training: Online Self-Guided Tutorials Must Have 3 3 1Training: Online Training Available Must Have 2 1 3Training: Public Training Classes Must Have 2 1 3Training: Customized Training Must Have 2 1 3Knowledge Transfer: Best Practices and Industry Guidance Must Have 3 1 3Knowledge Transfer: User Groups Nice to Have 2 3 3Knowledge Transfer: User Communities / Social Networks Nice to Have 2 2 2Partner Network for added domain expertise/specific knowledge Nice to Have 1 1 3Account Management - Dedicated account manager Nice to Have 1 1 3Account Management - Customer Success Planning and KPI Management Nice to Have 1 2 3Customer Support - FAQ Database Nice to Have 3 1 3Customer Support - Live Chat Nice to Have 2 2 3Customer Support - Phone Service - minimum 20 x 5 Must Have 2 2 2Service and Training Requirements Total (45) 29 25 40Total for All Requirements (237) 153 122 218 Re-Assignment - leads can be re-assigned to new sales representative Must Have 1 2 3Profiling - sales users can update prospect profile to automate lead scoring Must Have 2 3 3Last Activity - sales users can view & sort prospects based on last activity Must Have 1 2 3Do Not Call/Unsubscribe - prospects can be added to Do Not Contact lists Must Have 2 2 3Sales Requirements Total (27) 16 19 24Service and Training RequirementsImplementation: Ability to self-deploy Must Have 1 2 3Implementation: Quick Time To Value: < 30 Days to Launch FirstCampaign Must Have 2 2 2Training: Online Self-Guided Tutorials Must Have 3 3 1Training: Online Training Available Must Have 2 1 3Training: Public Training Classes Must Have 2 1 3Training: Customized Training Must Have 2 1 3Knowledge Transfer: Best Practices and Industry Guidance Must Have 3 1 3Knowledge Transfer: User Groups Nice to Have 2 3 3Knowledge Transfer: User Communities / Social Networks Nice to Have 2 2 2Partner Network for added domain expertise/specific knowledge Nice to Have 1 1 3Account Management - Dedicated account manager Nice to Have 1 1 3Account Management - Customer Success Planning and KPI Management Nice to Have 1 2 3Customer Support - FAQ Database Nice to Have 3 1 3Customer Support - Live Chat Nice to Have 2 2 3Customer Support - Phone Service - minimum 20 x 5 Must Have 2 2 2Service and Training Requirements Total (45) 29 25 40Total for All Requirements (237) 153 122 218

  5. Business Requirements Vendor 1 Vendor 2 Vendor 3 Vendor Fit Diamond General &General & Technical 38% 67% 82% Technical Vendor 1 100% Vendor 2 80% Vendor 3Marketing Automation 74% 41% 97% 60% 40% 20%Sales 59% 70% 89% Service & 0% Marketing Training AutomationService & Training 64% 56% 89%Vendor Rating (out of 100%) 59% 58% 89% Sales Business Requirements Vendor 1 Vendor 2 Vendor 3 Vendor Fit Diamond General &General & Technical 38% 67% 82% Technical Vendor 1 100% Vendor 2 80% Vendor 3Marketing Automation 74% 41% 97% 60% 40% 20%Sales 59% 70% 89% Service & 0% Marketing Training AutomationService & Training 64% 56% 89%Vendor Rating (out of 100%) 59% 58% 89% Sales

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