Marketing Automation Platforms are complex, with many features and functionality. We've created this Mind Map, which breaks down the four main components of the platforms - Managing Contacts, Managing Campaigns, Managing Leads and Measuring Impact.
2. MARKETING AUTOMATION
PLATFORM MIND MAP
Today, Marketing Automation Platforms are quickly becoming must-
haves for marketing success. These platforms offer broad features
and deep functionality and, at first glance, can appear complex and
overwhelming. In an effort to fast-track your journey of discovery,
we’ve taken our years of Marketing Automation experience and
insight and distilled our knowledge into this Mind Map.
There are four main components to a Marketing Automation
Platform. They are the ability for marketers to: Manage Contacts,
Manage Campaigns, Manage Leads and Measure Impact. Each of
these components contains up to three subcomponents, and often
each subcomponent groups several related parts.
3. CONTACT RECORDS DATA INTEGRATION EMAILS
250 fields, multiple field types (text, single select, List upload; Form integration; Open API integration Email development; Template library; HTML and plain text;
checkbox, multi-select). for data import/export (CRM, custom connectors); Activity driven content; Email deliverability optimization; WEB PAGES
Automated data import engine (secure FTP). A/B testing; Competitor domain excludes; Bounceback Platform created/hosted pages; Template library; External website
TECHNICAL PROFILES
CONTACT PROFILES Understand web visitors technical profile (browser used, capture and management; List management; Deployment tracking integration; Personal URL (PURLs); Embedded forms;
Track “Digital Body Language” history: web page click-stream, (one-off, batch or campaign/form triggered). Content substitution; Content hosting.
IP address, Country/State/ZIP/Longitude and Latitude DATA QUALITY PROGRAMS
form submissions, email interactions (opens, clicks), referring
from IP). De-duplication; Normalization; Cleansing. MULTI-CHANNEL CAPABILITIES
URL source, search engine/search phrase used, and high-value
PERSONALIZATION Integrated, multi-channel marketing: email, web,
content/asset interactions.
In emails (field merge, activity driven content, sales direct mail, fax, RSS feeds, SMS, trigger outbound
SEGMENTATION
signature rules); In web pages (field merges, content calls (live or automated voice messaging).
Contact groups; Filters (field-based, activity-based
substitution) and page alternates (URL redirects based
and inactivity based).
on data lookup); In forms (field pre-population).
EVENT MANAGEMENT
Manage event waitlists, session registration and cancellation processes; Automated
pre-defined reminders and follow-up action steps; Manage multiple session events
from a single registration form, including multiple locations or time slots.
PREFERENCE MANAGEMENT
Email opt-in subscription management; Email opt-out Manage Contacts Manage Campaigns FORM PROCESSING
compliance (global or campaign level); Web tracking Platform created/hosted forms; Template library;
consent compliance. External form integration; Field validation; Automated
field processing steps (send email to submitter,
send notification email, add to automated campaign/
THE POWER OF CAMPAIGN AUTOMATION program, redirect to website, refer-a-friend etc);
Design, build and maintain automated Progressive profiling; Form field pre-population.
MARKETING
rules-based marketing campaigns. Visualize
CAMPAIGN ANALYTICS
Report on the performance of campaigns. Drill-down
the campaign workflow, build segments, NURTURING
WEB ANALYTICS
incorporate campaign assets, define decision Coordinate and automate multi-step, multi-track
Understand web visitor activity on to explore and compare individual asset performance,
rules and trigger resulting actions based on campaigns that drip out staged communications
like effectiveness by email and groups of emails (opens
AUTOMATION
platform hosted pages and externally
activity or inactivity. over time. Common triggers: browsing behavior,
hosted pages. Out-of-the-box reports: and CTRs, bouncebacks, unsubscribes), form conversions,
high-value content views. Further break down data form-submission, event attendance, segment-
# of website visitors; Most popular
by other views (i.e. by region, by industry, by role). membership, product/region/role/industry,
pages and time spent; Page navigations;
calendar date, buying-cycle or lead qualification
Top entry/exit pages; Leading referrers
stage, triggered by external system (i.e. CRM).
(i.e. social media, blogs), search engines
and keywords used; Unknown visitors
by company. Manage Leads
Measure Impact
CRM INTEGRATION
Bi-directional synchronization – real-time data push to LEAD SCORING
DATABASE HEALTH CRM and scheduled automated data pulls; Real-time Score leads based on 2 factors: 1. Ideal customer fit (explicit contact
Diagnose the health of your marketing database (i.e. push of behavioral activity into CRM system’s lead and LEAD ASSIGNMENT data) and 2. Engagement level (implicit behavioral data); Assess
% growth) and understand distribution across key fields DASHBOARDS & DRILL-DOWNS contact record; CRM Campaign association; Trigger Assign leads to salespeople based on geography, recency of activity and frequency of activity to inflate or degrade
and values (i.e. lead source, region, lead stage, role). Access quick insight into all of your marketing CRM assignment rule routing and notifications. industry, product interest, or other business rules. score; Apply lead score thresholds to send sales-ready leads to CRM;
activities through visual dashboards. Instantly Use lead assignment to further customize marketing Trigger actions based on lead score (i.e. add to program).
drill down to the details. SALES ENABLEMENT communications using sales signature rules.
Access to full behavioral activity history (from the CRM lead
REPORT DELIVERY
and contact records and from add-on tools like Eloqua’s
Schedule regular delivery of important LEAD SOURCE TRACKING
Prospect Profiler and Eloqua Discover); Ability to trigger marketing
STANDARD & CUSTOM REPORTS reports and dashboards right to Track multiple lead sources – (i.e. both Original Lead
programs from within CRM system; Real-time web activity alerts
Choose from pre-built reports and dashboards or marketing and sales team’s inboxes. Source and Most Recent Lead Source); Track referring
to assigned salesperson; Outlook plug-ins leverage email templates
custom build your own with the data you need. source; Use query strings to track marketing channels.
and tracking capabilities.
To download a PDF version of the Mind Map
please visit http://bit.ly/SJZhyh
4. CONTACT RECORDS DATA INTEGRATION
250 fields, multiple field types (text, single select, List upload; Form integration; Open API integration
checkbox, multi-select). for data import/export (CRM, custom connectors);
Automated data import engine (secure FTP).
TECHNICAL PROFILES
CONTACT PROFILES Understand web visitors technical profile (browser used,
Track “Digital Body Language” history: web page click-stream,
IP address, Country/State/ZIP/Longitude and Latitude DATA QUALITY PROGRAMS
form submissions, email interactions (opens, clicks), referring
from IP). De-duplication; Normalization; Cleansing.
URL source, search engine/search phrase used, and high-value
CONTACT RECORDS DATA INTEGRATION EMAILS
content/asset interactions. field types (text, single select,
250 fields, multiple List upload; Form integration; Open API integration Email development; Template library; HTML and plain text;
WEB PAGES
checkbox, multi-select).
SEGMENTATION for data import/export (CRM, custom connectors);
Automated data import engine (secure FTP).
Activity driven content; Email deliverability optimization;
A/B testing; Competitor domain excludes; Bounceback Platform created/hosted pages; Template library; External website
TECHNICAL PROFILES
Understand web visitors technical profile (browser used, Filters (field-based, activity-based
Contact groups;
CONTACT PROFILES capture and management; List management; Deployment tracking integration; Personal URL (PURLs); Embedded forms;
Track “Digital Body Language” history: web page click-stream, (one-off, batch or campaign/form triggered). Content substitution; Content hosting.
and inactivity based).
IP address, Country/State/ZIP/Longitude and Latitude DATA QUALITY PROGRAMS
form submissions, email interactions (opens, clicks), referring
from IP). De-duplication; Normalization; Cleansing. MULTI-CHANNEL CAPABILITIES
URL source, search engine/search phrase used, and high-value
PERSONALIZATION Integrated, multi-channel marketing: email, web,
content/asset interactions.
In emails (field merge, activity driven content, sales direct mail, fax, RSS feeds, SMS, trigger outbound
SEGMENTATION
signature rules); In web pages (field merges, content calls (live or automated voice messaging).
Contact groups; Filters (field-based, activity-based
substitution) and page alternates (URL redirects based
and inactivity based).
on data lookup); In forms (field pre-population).
EVENT MANAGEMENT
PREFERENCE MANAGEMENT
Manage event waitlists, session registration and cancellation processes; Automated
Email opt-in subscription management; Email opt-out
PREFERENCE MANAGEMENT
Manage Contacts pre-defined reminders and follow-up action steps; Manage multiple session events
from a single registration form, including multiple locations or time slots.
Manage Contacts
compliance (global or campaign level); Web tracking
Email opt-in subscription management; Email opt-out Manage Campaigns FORM PROCESSING
compliance (global or campaign level); Web tracking Platform created/hosted forms; Template library;
consent compliance.
consent compliance. External form integration; Field validation; Automated
field processing steps (send email to submitter,
send notification email, add to automated campaign/
THE POWER OF CAMPAIGN AUTOMATION program, redirect to website, refer-a-friend etc);
Design, build and maintain automated Progressive profiling; Form field pre-population.
MARKETING
rules-based marketing campaigns. Visualize
CAMPAIGN ANALYTICS
Report on the performance of campaigns. Drill-down
the campaign workflow, build segments, NURTURING
WEB ANALYTICS
incorporate campaign assets, define decision Coordinate and automate multi-step, multi-track
Understand web visitor activity on to explore and compare individual asset performance,
rules and trigger resulting actions based on campaigns that drip out staged communications
like effectiveness by email and groups of emails (opens
AUTOMATION
platform hosted pages and externally
activity or inactivity. over time. Common triggers: browsing behavior,
hosted pages. Out-of-the-box reports: and CTRs, bouncebacks, unsubscribes), form conversions,
high-value content views. Further break down data form-submission, event attendance, segment-
# of website visitors; Most popular
by other views (i.e. by region, by industry, by role). membership, product/region/role/industry,
pages and time spent; Page navigations;
calendar date, buying-cycle or lead qualification
Top entry/exit pages; Leading referrers
stage, triggered by external system (i.e. CRM).
(i.e. social media, blogs), search engines
and keywords used; Unknown visitors
by company. Manage Leads
Measure Impact
CRM INTEGRATION
Bi-directional synchronization – real-time data push to LEAD SCORING
DATABASE HEALTH CRM and scheduled automated data pulls; Real-time Score leads based on 2 factors: 1. Ideal customer fit (explicit contact
Diagnose the health of your marketing database (i.e. push of behavioral activity into CRM system’s lead and LEAD ASSIGNMENT data) and 2. Engagement level (implicit behavioral data); Assess
% growth) and understand distribution across key fields DASHBOARDS & DRILL-DOWNS contact record; CRM Campaign association; Trigger Assign leads to salespeople based on geography, recency of activity and frequency of activity to inflate or degrade
and values (i.e. lead source, region, lead stage, role). Access quick insight into all of your marketing CRM assignment rule routing and notifications. industry, product interest, or other business rules. score; Apply lead score thresholds to send sales-ready leads to CRM;
activities through visual dashboards. Instantly Use lead assignment to further customize marketing Trigger actions based on lead score (i.e. add to program).
drill down to the details. SALES ENABLEMENT communications using sales signature rules.
Access to full behavioral activity history (from the CRM lead
REPORT DELIVERY
and contact records and from add-on tools like Eloqua’s
Schedule regular delivery of important LEAD SOURCE TRACKING
Prospect Profiler and Eloqua Discover); Ability to trigger marketing
STANDARD & CUSTOM REPORTS reports and dashboards right to Track multiple lead sources – (i.e. both Original Lead
programs from within CRM system; Real-time web activity alerts
Choose from pre-built reports and dashboards or marketing and sales team’s inboxes. Source and Most Recent Lead Source); Track referring
to assigned salesperson; Outlook plug-ins leverage email templates
custom build your own with the data you need. source; Use query strings to track marketing channels.
and tracking capabilities.
QUARRY.COM
5. EMAILS
Email development; Template library; HTML and plain text;
Activity driven content; Email deliverability optimization; WEB PAGES
A/B testing; Competitor domain excludes; Bounceback Platform created/hosted pages; Template library; External website
capture and management; List management; Deployment tracking integration; Personal URL (PURLs); Embedded forms;
(one-off, batch or campaign/form triggered). Content substitution; Content hosting.
MULTI-CHANNEL CAPABILITIES
CONTACT RECORDS DATA INTEGRATION PERSONALIZATION EMAILS Integrated, multi-channel marketing: email, web,
250 fields, multiple field types (text, single select, List upload; Form integration; Open API integration Email development; Template library; HTML and plain text;
checkbox, multi-select). In emails (field merge, activity driven content, sales deliverability optimization;
for data import/export (CRM, custom connectors); Activity driven content; Email
direct mail, fax, RSS feeds, SMS, trigger outbound
WEB PAGES
TECHNICAL PROFILES signature rules); In web pages (fieldtesting; Competitor domain excludes; Bounceback (live Platform created/hosted pages; Template library; External website
Automated data import engine (secure FTP). A/B merges, content calls or automated voice messaging).
CONTACT PROFILES Understand web visitors technical profile (browser used, capture and management; List management; Deployment tracking integration; Personal URL (PURLs); Embedded forms;
Track “Digital Body Language” history: web page click-stream,
IP address, Country/State/ZIP/Longitude and Latitude DATA QUALITY PROGRAMS
substitution) and page alternates(one-off, batch or campaign/form triggered).
(URL redirects based Content substitution; Content hosting.
form submissions, email interactions (opens, clicks), referring
from IP). on data lookup); In forms (field pre-population).
De-duplication; Normalization; Cleansing. MULTI-CHANNEL CAPABILITIES
URL source, search engine/search phrase used, and high-value
PERSONALIZATION
EVENT MANAGEMENT
content/asset interactions.
In emails (field merge, activity driven content, sales
Integrated, multi-channel marketing: email, web,
direct mail, fax, RSS feeds, SMS, trigger outbound
SEGMENTATION
Manage event waitlists, session registration and cancellation processes; Automated
Contact groups; Filters (field-based, activity-based
signature rules); In web pages (field merges, content calls (live or automated voice messaging).
substitution) and page alternates (URL redirects based
pre-defined reminders and follow-up action steps; Manage multiple session events
and inactivity based).
on data lookup); In forms (field pre-population).
from a single registration form, including multiple locations or time slots. EVENT MANAGEMENT
Manage event waitlists, session registration and cancellation processes; Automated
PREFERENCE MANAGEMENT
Manage Campaigns
pre-defined reminders and follow-up action steps; Manage multiple session events
from a single registration form, including multiple locations or time slots.
FORM PROCESSING
Email opt-in subscription management; Email opt-out Manage Contacts Manage Campaigns
Platform created/hosted forms; Template library;
FORM PROCESSING
compliance (global or campaign level); Web tracking Platform created/hosted forms; Template library;
consent compliance. External form integration; Field validation; AutomatedAutomated
External form integration; Field validation;
field processing steps (send email to steps (send email to submitter,
field processing
submitter,
send notification email, add to automated campaign/
CAMPAIGN AUTOMATION email, add to automated campaign/ etc);
send notification
THE POWER OF AUTOMATION
program, redirect to website, refer-a-friend
Progressive profiling; Form field pre-population.
CAMPAIGN program, redirect to website, refer-a-friend etc);
Design, build and maintain automated
MARKETING
rules-based marketing campaigns. Visualize
CAMPAIGN ANALYTICS
Design, build and maintain automated the campaign workflow, build segments, Form field pre-population.
Progressive profiling; NURTURING
WEB ANALYTICS Report on the performance of campaigns. Drill-down
incorporate campaign assets, define decision Coordinate and automate multi-step, multi-track
to explore and compare individual asset performance,
Understand web visitor activity on
like effectiveness by email and groups of emails (opens
rules-based marketing campaigns. Visualize rules and trigger resulting actions based on campaigns that drip out staged communications
AUTOMATION
platform hosted pages and externally
activity or inactivity.
hosted pages. Out-of-the-box reports: and CTRs, bouncebacks, unsubscribes), form conversions,
high-value content views. Further break down data
the campaign workflow, build segments, NURTURING over time. Common triggers: browsing behavior,
form-submission, event attendance, segment-
# of website visitors; Most popular
by other views (i.e. by region, by industry, by role). incorporate campaign assets, define decision Coordinate and automate multi-step, multi-track
membership, product/region/role/industry,
pages and time spent; Page navigations;
calendar date, buying-cycle or lead qualification
Top entry/exit pages; Leading referrers rules and trigger resulting actions based on campaigns that drip out staged communications (i.e. CRM).
stage, triggered by external system
(i.e. social media, blogs), search engines
and keywords used; Unknown visitors activity or inactivity. over time. Common triggers: browsing behavior,
by company. Manage Leads
form-submission, event attendance, segment-
Measure Impact membership, product/region/role/industry,
CRM INTEGRATION
calendar date, buying-cycle or lead qualification
Bi-directional synchronization – real-time data push to LEAD SCORING
DATABASE HEALTH CRM and scheduled automated data pulls; Real-time stage, triggered byleads based onsystem1. (i.e.customer fit (explicit contact
Score external 2 factors: Ideal CRM).
Diagnose the health of your marketing database (i.e. push of behavioral activity into CRM system’s lead and LEAD ASSIGNMENT data) and 2. Engagement level (implicit behavioral data); Assess
% growth) and understand distribution across key fields DASHBOARDS & DRILL-DOWNS contact record; CRM Campaign association; Trigger Assign leads to salespeople based on geography, recency of activity and frequency of activity to inflate or degrade
and values (i.e. lead source, region, lead stage, role). Access quick insight into all of your marketing CRM assignment rule routing and notifications. industry, product interest, or other business rules. score; Apply lead score thresholds to send sales-ready leads to CRM;
activities through visual dashboards. Instantly Use lead assignment to further customize marketing Trigger actions based on lead score (i.e. add to program).
drill down to the details. SALES ENABLEMENT communications using sales signature rules.
Access to full behavioral activity history (from the CRM lead
REPORT DELIVERY
and contact records and from add-on tools like Eloqua’s
Schedule regular delivery of important LEAD SOURCE TRACKING
Prospect Profiler and Eloqua Discover); Ability to trigger marketing
STANDARD & CUSTOM REPORTS reports and dashboards right to Track multiple lead sources – (i.e. both Original Lead
programs from within CRM system; Real-time web activity alerts
Choose from pre-built reports and dashboards or marketing and sales team’s inboxes. Source and Most Recent Lead Source); Track referring
to assigned salesperson; Outlook plug-ins leverage email templates
custom build your own with the data you need. source; Use query strings to track marketing channels.
and tracking capabilities.
QUARRY.COM
6. CONTACT RECORDS DATA INTEGRATION EMAILS
250 fields, multiple field types (text, single select, List upload; Form integration; Open API integration Email development; Template library; HTML and plain text;
checkbox, multi-select). for data import/export (CRM, custom connectors); Activity driven content; Email deliverability optimization; WEB PAGES
Automated data import engine (secure FTP). A/B testing; Competitor domain excludes; Bounceback Platform created/hosted pages; Template library; External website
TECHNICAL PROFILES
CONTACT PROFILES Understand web visitors technical profile (browser used, capture and management; List management; Deployment tracking integration; Personal URL (PURLs); Embedded forms;
Track “Digital Body Language” history: web page click-stream, (one-off, batch or campaign/form triggered). Content substitution; Content hosting.
IP address, Country/State/ZIP/Longitude and Latitude DATA QUALITY PROGRAMS
form submissions, email interactions (opens, clicks), referring
from IP). De-duplication; Normalization; Cleansing. MULTI-CHANNEL CAPABILITIES
URL source, search engine/search phrase used, and high-value
PERSONALIZATION Integrated, multi-channel marketing: email, web,
content/asset interactions.
In emails (field merge, activity driven content, sales direct mail, fax, RSS feeds, SMS, trigger outbound
SEGMENTATION
signature rules); In web pages (field merges, content calls (live or automated voice messaging).
Contact groups; Filters (field-based, activity-based
substitution) and page alternates (URL redirects based
and inactivity based).
on data lookup); In forms (field pre-population).
EVENT MANAGEMENT
Manage event waitlists, session registration and cancellation processes; Automated
pre-defined reminders and follow-up action steps; Manage multiple session events
from a single registration form, including multiple locations or time slots.
PREFERENCE MANAGEMENT
Email opt-in subscription management; Email opt-out Manage Contacts Manage Campaigns FORM PROCESSING
compliance (global or campaign level); Web tracking Platform created/hosted forms; Template library;
consent compliance. External form integration; Field validation; Automated
field processing steps (send email to submitter,
send notification email, add to automated campaign/
THE POWER OF CAMPAIGN AUTOMATION program, redirect to website, refer-a-friend etc);
Design, build and maintain automated Progressive profiling; Form field pre-population.
MARKETING
rules-based marketing campaigns. Visualize
CAMPAIGN ANALYTICS
Report on the performance of campaigns. Drill-down
the campaign workflow, build segments, NURTURING
WEB ANALYTICS
incorporate campaign assets, define decision Coordinate and automate multi-step, multi-track
Understand web visitor activity on to explore and compare individual asset performance,
rules and trigger resulting actions based on campaigns that drip out staged communications
like effectiveness by email and groups of emails (opens
AUTOMATION
platform hosted pages and externally
activity or inactivity. over time. Common triggers: browsing behavior,
hosted pages. Out-of-the-box reports: and CTRs, bouncebacks, unsubscribes), form conversions,
high-value content views. Further break down data form-submission, event attendance, segment-
# of website visitors; Most popular
by other views (i.e. by region, by industry, by role). membership, product/region/role/industry,
pages and time spent; Page navigations;
calendar date, buying-cycle or lead qualification
Top entry/exit pages; Leading referrers
stage, triggered by external system (i.e. CRM).
(i.e. social media, blogs), search engines
and keywords used; Unknown visitors
by company. Manage Leads
Measure Impact
Manage Leads
CRM INTEGRATION
Bi-directional synchronization – real-time data push to LEAD SCORING
DATABASE HEALTH CRM and scheduled automated data pulls; Real-time Score leads based on 2 factors: 1. Ideal customer fit (explicit contact
Diagnose the health of your marketing database (i.e. push of behavioral activity into CRM system’s lead and LEAD ASSIGNMENT data) and 2. Engagement level (implicit behavioral data); Assess
CRM INTEGRATION
DASHBOARDS & DRILL-DOWNS
% growth) and understand distribution across key fields contact record; CRM Campaign association; Trigger
CRM assignment rule routing and notifications.
Assign leads to salespeople based on geography, recency of activity and frequency of activity to inflate or degrade
and values (i.e. lead source, region, lead stage, role). Access quick insight into all of your marketing industry, product interest, or other business rules. score; Apply lead score thresholds to send sales-ready leads to CRM;
Bi-directional synchronization – visual dashboards. Instantly
activities through real-time data push to LEAD SCORING
Use lead assignment to further customize marketing Trigger actions based on lead score (i.e. add to program).
drill down to the details. SALES ENABLEMENT communications using sales signature rules.
CRM and scheduled automated data pulls; Real-time Score leads based on 2 factors: 1. Ideal customer fit (explicit contact
Access to full behavioral activity history (from the CRM lead
REPORT DELIVERY
push of behavioral activity into CRM system’s deliveryand
Schedule regular
lead of important LEAD ASSIGNMENT
and contact records and from add-on tools like Eloqua’s
Prospect Profiler and Eloqua Discover); Ability to trigger marketing
data) and 2. LEAD SOURCE TRACKING
Engagement level (implicit behavioral data); Assess
STANDARD & CUSTOM REPORTS
contact record; CRM Campaign association; Trigger to
reports and dashboards right Track multiple lead sources – (i.e. both Original Lead
Choose from pre-built reports and dashboards or
Assign leads to salespeople based on geography,
programs from within CRM system; Real-time web activity alerts recency of activity and Recent Lead Source); activity to inflate or degrade
Source and Most
frequency of Track referring
marketing and sales team’s inboxes.
CRM assignment rule routing and notifications.
custom build your own with the data you need.
to assigned salesperson; Outlook plug-ins leverage email templates
industry, product interest, or other business rules. score; Applysource; Use query strings to track marketing channels.
lead score thresholds to send sales-ready leads to CRM;
and tracking capabilities.
Use lead assignment to further customize marketing Trigger actions based on lead score (i.e. add to program). QUARRY.COM
SALES ENABLEMENT communications using sales signature rules.
Access to full behavioral activity history (from the CRM lead
and contact records and from add-on tools like Eloqua’s
LEAD SOURCE TRACKING
Prospect Profiler and Eloqua Discover); Ability to trigger marketing
Track multiple lead sources – (i.e. both Original Lead
programs from within CRM system; Real-time web activity alerts
Source and Most Recent Lead Source); Track referring
to assigned salesperson; Outlook plug-ins leverage email templates
source; Use query strings to track marketing channels.
and tracking capabilities.