Pragmatic Checklist Pinpoints Important Considerations for Organizations Engaging with a Marketing Automation Platform Vendor
Four Quadrant LLC, the premier provider of B2B go to market strategy and tactical resources, has released its latest marketing resource – the Marketing Automation Buyer’s Checklist for B2B Marketers.
Marketing automation functionality includes lead capture, scoring, segmentation and nurturing, on- boarding, retention, cross-selling, up-selling and customer loyalty. A segment of SaaS technology spending, marketing automation solutions are typically a marketing purchase within B2C and B2B organizations for creating a managed, repeatable process to systematically build a sales pipeline that converts to revenue. Numerous analysts and vendor research reports indicate that two-thirds of the B2C and B2B market has purchased marketing automation platforms (MAPS) with another 20% planning to purchase MAPs within the next two years.
Before investing in a MAP, B2B marketers should create a marketing automation buyer’s checklist to ensure the right solution is purchased. Some of the questions B2B marketers need to ask their organizations and themselves are:
- What business outcomes are expected from the purchase of a marketing automation platform (MAP)?
- Will the MAP support marketing and sales or only marketing?
- What capabilities does the demand generation (DemGen) and account-based marketing (ABM) require?
- What social media requirements must be met?
- What user interface (UI) and what type of user experience (UX) must be delivered?
- What are the organization’s reporting and analytics needs?
- What integration capabilities and APIs does the existing IT infrastructure demand?
According to Peter Buscemi, Managing Partner and Founder, Four Quadrant LLC, “Combined with a solid go to market plan, the successful implementation of a marketing automation platform can increase operational efficiencies, lower costs, predictably grow revenue faster, correlate marketing spend to revenue and increase marketing ROI.” Buscemi explains that a MAP is not a substitute for an ineffective marketing organization, lack of a proper go to market strategy or poor go-to-market tactics and execution. Buscemi sums it up by saying, “Organizations must build on solid go-to-market fundamentals. If these fundamentals are not in place, any investment in marketing automation is like painting over dry rot.”