Beginner Intermediate Advanced Expert

Transcription

1 SOPHISTICATED PHASE OF MATURITY Beginner Intermediate Advanced Expert 5 4 MATURITY 2 1 IMMATURITY

2 The first thing that you notice when you start using ActiveCampaign is how well-designed and intuitive the user interface is. It s one of the only marketing automation tools that I ve come across that needs practically no training to understand. Zapier Integration ActiveCampaign integrates with over 150 different tools via their Zapier integration. While this enables you to connect ActiveCampaign with a huge variety of tools, you will need a paid Zapier subscription to access certain integrations. Un-intimidating pricing For the majority of small business who don t want to commit to paying thousands of dollars per year to try marketing automation, ActiveCampaign is a great option. Their pricing starts at just $9/month with no upfront setup fees. CRM & builder design While Active Campaign s automation sequences are beautifully designed, their CRM and builder is still lacking. Finding personal information on a lead in the CRM requires scrolling down a tiny window, while the campaign builder feels like a relic of the 90 s. No native integrations Active Campaign doesn t have any native integrations with third-party tools. While they do have a marketplace with over 300 apps and extensions, many of these require an additional ongoing cost. Helpful pointers Quite often, when builder automation workflows late at night, I might forget to put in a time delay between two steps, or define an outcome for a conditional statement. ActiveCampaign helpfully notifies you about these to ensure your workflows run smoothly.

3 This tool is a leading marketing solution to increase engagement with every consumer. This tool focused on B2C and is only interesting for you as an enterprise. This tool will help you with the big amount of data/contact and use it to build highly personalized content. When you are having multiple business units or are doing business in more than one country, this is the best solution. Incredible personalization possibilities With this tool you can create extremely high personalized s. Compare to other solutions, Salesforce Marketing Cloud can make a difference on this crucial part of Marketing Automation. With the help Einstein (AI) this solution will serve content that is relevant based on data. Salesforce technology If you are already using Salesforce technology, this is a great tool. The integration between Salesforce CRM and Marketing Cloud will give you the opportunity to communicate with your customers and potential customers already collected. Not Idiot Proof It s hard to use this tool, even if you already have experience with Marketing Automation. You should definitely hire an experienced Salesforce admin who can help you set up this solution. Conversion Company can help you find this Salesforce admin. Price To use all of the capabilities of this tool, you need to purchase separate features within the tool. In the end this can become really expensive compare to other solutions. Long implementation process Like Oracle, this solution takes a lot of time to be implemented in a huge organization. This will take at least 3 to 6 months.

4 Oracle Marketing Cloud is THE solution for you as an enterprise who want to use Marketing Automation primarily for b2b purposes. Oracle Marketing Cloud is widely considered to be the most powerful marketing automation tool for enterprise businesses. This tool will you give you everything you need to get to the end of the Marketing Automation Maturity Model. Integration With over 100 third party integrations, this platform will likely to be able to integrate with your technology. When working with many different tools, this can be a great advantage. Need experienced admin Oracle is a tool that can do incredible things. However, you need someone in your organization that needs to have experience as an Oracle Marketing Cloud Admin. Because this tool is only interesting for enterprises, you will need a dedicated online team that can work with the tool. For content, , sales and online advertising. Not plug and play The implementation of Oracle will take some time. Because this tool is primary interesting for enterprises, the tools need to be connected to a lot of processes/technology within the company. However, for every solution for enterprises this is the case.

5 This product of Salesforce is a great solution that integrates excellent with Salesforce technology like Salesforce CRM. The tool is focused on the B2B side of Marketing Automation. This tool will provide you every feature you need to reach out to your (potential) clients. However every tools has his own pros and cons. We at Conversion Company experienced the next pros and cons with this solution. Great integration with Salesforce technology As you may expect, this technology works great if you already are using Salesforce technology. Lead deck functionality Able to give you real time activity updates of prospects activity. When someone is visiting your website, you can receive an update on your screen and send them an instantly by a click on the button. Customized Pardot This tool gives you the opportunity to customize the tool to your needs. You can place buttons and features wherever you want. This is a great advantage that will make it possible to work really fast with the tool. It can be annoying working with technology that suffers from a bad interface. We at Conversion Company really love this feature of Pardot Limited integrations When you are using a lot of apps/tools, there s a big chance that Pardot cannot integrate with it. The have around 32 party apps what is significant less than other Marketing Automation Solutions. High priced compared to other solutions There are features that are only available for PRO users. For instance the API access and A/B testing availability are only accessible for the Pro users. Reporting The reporting in this tool is limited. There are a few standard reports that simple will not provide you with really detailed reports. As a user of Pardot, you first need to define what kind of data/reports you want to use for analyzing performances. Customer Support & training Pardot is an easy to use tool. However, when you are working on complicated project it can be useful to get support when your stuck. The help center and Customer support from Salesforce are really good. You can watch training videos, read blogs, get in touch with other Pardot users or go to Salesforce events. The Salesforce community is huge and can inspire and help you to get the most out of the tool.

6 Marketo is an all around good medium level tool.it's prohibitively expensive for some companies, and can take some dedicated man-hours necessary to implement the solution as preferred Easy and intuitive to use Marketo receives a lot of praise for the usability of their platform. While it may not have the prettiest of user interfaces, everything is well labeled and easy to get used to, making adoption easier than some other tools. Great Salesforce integration Marketo has an exceptional integration with Salesforce. While syncing between Salesforce and Marketo can take time, the two tools work together effortlessly. Quick and easy to setup Compared to some of Marketo s competitors, it s relatively easy to implement and get up and running. Great customer support & community Marketo have a great customer support team, and a very active community of users helping one another with campaigns and technical issues. Poor landing page & form builder Marketo didn t start as a marketing automation service (it was originally a lead management tool). While most of the product has been updated, there are still a few remnants, such as their landing page builder, that is clunky and difficult to use. Reports & analytics The most common complaint about Marketo is in regards to their limited analytics and reporting functionality. Without additional extensions, it can take a long time to produce reports that you should be able to produce in the click of a button. Steep jumps in pricing Marketo offers three standard pricing tiers, at $895, $1,795, and $3,175 per month. Each tier unlocks new features, which means that it might cost an additional $900 $1,400 per month for just a handful of extra features.

7 This well appreciated tools is the number 1 tool judged on price/performance according to a research by Emerce (link to) This easy to use tool is a typical plug and play tool that offers you the most important features This tool is a great first step for you to start with basic Marketing Automation and provides the most crucial solutions. It will give you a great vision what Marketing Automation can mean for you.we at Conversion Company experienced the next pros and cons. Price / quality According to Emerce, Sharpspring is the number 1 Marketing Automation tool based on price/performances. This is the power of Sharpspring. With a limited budget, you will get a well-functioning Marketing Automation tool that contains features that covers the essence of b2b marketing automation. lack of features The app is not that useful for design and marketing purposes but is great for entering contacts.personalization and Relevancy is probably the most important thing for a successful Marketing Automation strategy. Sharpspring is in terms of personalization not the strongest tool.

8 Hubspot is worldwide an extremely popular solution for midsized & big businesses. This solution is a CRM platform, sales platform and marketing platform in one. It s easy to use and will get you to the point where you need to be. As you mentioned that Marketing Automation will play a big role in your organization, this is the tool for you! The platform is easy to use Hubspot have a beautifully designed product. Given the complexity of marketing automation software, they have done a great job of making it intuitive for small business owners with little or no coding ability. Educating their users Perhaps the most impressive aspect of Hubspot is the extent to which they invest in educating their customers. Their blog provides an exceptional place for business owners to learn about online marketing. A place for all your tools Hubspot is convenient in that it has everything in one place. While you could get 99% of Hubspot s functionality for free (or cheap) elsewhere, it s handy having it all in one place. Requires a 12-month contract Hubspot contracts are billed annually by default. Ultimately, marketing automation is something that you re likely to use for many years, so this is not too big an issue. However, it would be preferable to have a rolling month-on-month contract. No A/B testing in their basic or PRO package If you want to run split tests, you re going to have to upgrade to their $2,400/month package. Given that A/B testing is one of their quickest and most effective ways to improve the performance of online campaigns, it seems odd that they wouldn t offer this at lower levels to help small businesses generate better results (and additional revenue). Very steep price creep While Hubspot do have a $200/month package, marketing automation and CRM integration are only offered at their $800/month package, which includes only 1,000 contacts. As your requirements and contacts grow, so does this cost (quite rapidly). Most tools offered by Hubspot are free elsewhere Hubspot offers a well-designed set of tools, but there aren t any silver bullets in there that couldn t be found elsewhere for free or cheap.