2. About Me
• Marcie K. Weaver
• 15 years working for a small software
company
• Managed marketing communications,
multi-media and business development
• Founded Composite Marketing
• Passionate about technology
4. What is the Same?
• Both communicate
with your audience
• Both send e-mail
• Both report on
interactions
• Both integrate social
platforms
5. They are Similar
✓Lead Capture
✓Basic Segmentation
✓Email Templates
✓Create and Send email
✓Mass email delivery
✓Automation and triggers
✓Reporting and analytics
7. Process Differences
Marketing Automation
integrates all online activities
and allows you to specifically
target your audience based
on their behaviors.
Email Tools send the same
or very similar e-mail to the
entire list you select and
offers analysis.
8. Data Retrieval
Marketing Automation
systems allow to have detailed
insight into your audience
behaviors.
E-Mail tools are generally
limited to click tracking and
social shares.
10. Action
Marketing Automation
allows you to take different
actions based on prospect
behavior.
Email tools are limited to
auto-responders and manual
follow-up.
12. Marketing Automation is Complex
• Is it a good fit for your
audience?
• Do you have the
resources to
implement and
manage?
13. Marketing Automation can be
Expensive
• Email marketing can
start at $20.00/month.
• Marketing Automation
systems pricing vary’s
widely from
$400/month to
$10,000/month.
14. Marketing Automation Requires
More Content
• Marketing Automation
systems rely on
content to drive your
campaigns.
• E-Mail marketing can
be a periodic
newsletter or a single
message that is
“freshened up”
periodically.
18. *Hybrid
• Watch for specialized tools that are somewhere in-
between!
• Sometimes much more cost effective, while giving
you enough tools to increase efficiency
• Great example is Orbitr for WordPress
• Uses MailChimp for e-mail
• Tracks leads through your WordPress website
19. Evaluating Marketing
Automation Tools
• Create your own checklist
• Dive into deep details
• Watch demos
• Check references that have the same or
similar needs.
20. Lead Capture
• Form creation
• Custom fields
• Progressive profiling
• Landing pages
21. Lead Nurturing
• Campaign Designer
• Data segmentation
• Campaign Decision points?
• Are there automatic triggers?
22. Lead Scoring
• Behavioral Scoring
• Time-based scoring
• Can you manually change scores?
• Can a prospect have different scores
for different products?
27. Reporting and Analytics
• 80% Standard reports
• Ease of creating custom reports
• Web analytics
• Drill down reporting
• Report scheduling and delivery
28. Marketing Automation Tools and their
Standard CRM interfaces
• Eloqua - Salesforce, Microsoft Dynamics,
Oracle/Siebel
• Marketo - Salesforce, Microsoft Dynamics
• SilverPop - Salesforce, Microsoft Dynamics
• ExactTarget - Salesforce, Microsoft
Dynamics
• HubSpot - Salesforce, (Apps available to
others)
• Genius - Salesforce
• eTrigue - Salesforce, Microsoft CRM
• InfusionSoft
• blackbaud
• Luminate
• eTapestry
• The Raiser’s Edge