Marketing Automation Solution Study

1. Marketing Automation Solution Study Marketing Automation: Insights, Landscape & Vendor Analysis © 2014 Demand Metric Research Corporation. All Rights Reserved. Solution Study By: Clare Price, VP Research With: David Raab, Research Director & Kristen Maida, Research Analyst April 2014

2. 3 4 5 7 11 14 Executive Summary What is Marketing Automation? Benefits of Marketing Automation The Marketing Automation Solutions Landscape Marketing Automation Deployment Lifecycle Vendor Selection Criteria 23 24 25 About the Research Analysts Our Solution Study Methodology About Demand Metric 20 22 Action Plan Analyst Bottom Line Table of Contents 3 4 5 7 11 14 Executive Summary What is Marketing Automation? Benefits of Marketing Automation The Marketing Automation Solutions Landscape Marketing Automation Deployment Lifecycle Vendor Selection Criteria 23 24 25 About the Research Analysts Our Solution Study Methodology About Demand Metric 20 22 Action Plan Analyst Bottom Line Table of Contents

3. EXECUTIVE SUMMARY Marketing Automation: Insights, Landscape & Vendor Analysis © 2014 Demand Metric Research Corporation. All Rights Reserved. Effective Sales Enablement is a multi-stage process. In our Sales Enablement Solution Study Series, we examine each functional area of Sales Enablement from initial marketing and sales alignment to the final deal close and revenue capture. In this report, we focus on the second of the two foundation technologies of Sales Enablement – Marketing Automation. The insights and analysis presented in this report are given to provide marketers with a baseline understanding of the Marketing Automation landscape. This Solution Study covers:  Definition of the Solution  The Benefits of the Solution  The Marketing Automation Solutions Landscape If your organization is considering Marketing Automation software, currently implementing a Marketing Automation system or providing a Marketing Automation-related product or service, this report will provide you with fresh insights on the landscape, technology, strategies and vendor solutions.  Marketing Automation Deployment Lifecycle  Vendor Selection Criteria  Action Plan EXECUTIVE SUMMARY Marketing Automation: Insights, Landscape & Vendor Analysis © 2014 Demand Metric Research Corporation. All Rights Reserved. Effective Sales Enablement is a multi-stage process. In our Sales Enablement Solution Study Series, we examine each functional area of Sales Enablement from initial marketing and sales alignment to the final deal close and revenue capture. In this report, we focus on the second of the two foundation technologies of Sales Enablement – Marketing Automation. The insights and analysis presented in this report are given to provide marketers with a baseline understanding of the Marketing Automation landscape. This Solution Study covers:  Definition of the Solution  The Benefits of the Solution  The Marketing Automation Solutions Landscape If your organization is considering Marketing Automation software, currently implementing a Marketing Automation system or providing a Marketing Automation-related product or service, this report will provide you with fresh insights on the landscape, technology, strategies and vendor solutions.  Marketing Automation Deployment Lifecycle  Vendor Selection Criteria  Action Plan

4. Demand Metric defines Marketing Automation as the strategies, processes and software technology that enable marketing departments to automate, measure and improve the performance of marketing strategies, activities and workflows. These strategies and activities include: Email Marketing, Multi- channel Campaign Management, Inbound/Search Marketing, Landing Pages, Lead Generation, Lead Management, Lead Scoring, Lead Nurturing, Social Marketing, Marketing Resource Management, Event Management, Engagement Marketing and Marketing Analytics. The three foundation functions of marketing automation systems are – email marketing, campaign management and lead management. While the most advanced and sophisticated marketing automation systems have extending capabilities far beyond this base, these functions are core to a Marketing Automation system. WHAT IS MARKETING AUTOMATION? © 2014 Demand Metric Research Corporation. All Rights Reserved. Foundational Features of MA Systems Campaign Management Lead Management Email Marketing Figure 1: Foundational Features of Marketing Automation Systems Marketing Automation: Insights, Landscape & Vendor Analysis Demand Metric defines Marketing Automation as the strategies, processes and software technology that enable marketing departments to automate, measure and improve the performance of marketing strategies, activities and workflows. These strategies and activities include: Email Marketing, Multi- channel Campaign Management, Inbound/Search Marketing, Landing Pages, Lead Generation, Lead Management, Lead Scoring, Lead Nurturing, Social Marketing, Marketing Resource Management, Event Management, Engagement Marketing and Marketing Analytics. The three foundation functions of marketing automation systems are – email marketing, campaign management and lead management. While the most advanced and sophisticated marketing automation systems have extending capabilities far beyond this base, these functions are core to a Marketing Automation system. WHAT IS MARKETING AUTOMATION? © 2014 Demand Metric Research Corporation. All Rights Reserved. Foundational Features of MA Systems Campaign Management Lead Management Email Marketing Figure 1: Foundational Features of Marketing Automation Systems Marketing Automation: Insights, Landscape & Vendor Analysis

5. Here we explore the fundamental features/benefits of a typical Marketing Automation solution. We will explore the advanced and emerging features and benefits, such as engagement marketing and channel marketing automation, in the Marketing Automation Solutions Landscape section of this report. Implementing a Marketing Automation system offers the following major benefits to the marketing organization:  Aligns Sales & Marketing. Alignment occurs when sales and marketing can agree on the definition of a qualified lead, systems are integrated to provide visibility into activities and results and the loop is closed between the lead source and revenue generated.  Improves Accountability & Credibility. When deployed properly, Marketing Automation solutions increase credibility by providing a system of record that tracks and measures marketing activities and business results for the marketing organization.  Develops Multi-Channel Marketing Campaigns across multiple channels for email, web, mobile, events, and social media. The use of a multi-channel approach can drastically reduce acquisition costs for new prospects and opportunities.  Improves Lead Lifecycle Management for lead generation, qualification, scoring, nurturing and tracking and provide higher quality, more closeable leads to sales in:  Lead to Closed Sale Conversion %  Quality of Leads Passed to Sales  % of Leads Accepted by Sales  Quantity of Leads Generated  Manages Marketing Resources. When key marketing processes are automated, fewer resources are required to manage new opportunities. BENEFITS OF MARKETING AUTOMATION © 2014 Demand Metric Research Corporation. All Rights Reserved. Marketing Automation: Insights, Landscape & Vendor Analysis Here we explore the fundamental features/benefits of a typical Marketing Automation solution. We will explore the advanced and emerging features and benefits, such as engagement marketing and channel marketing automation, in the Marketing Automation Solutions Landscape section of this report. Implementing a Marketing Automation system offers the following major benefits to the marketing organization:  Aligns Sales & Marketing. Alignment occurs when sales and marketing can agree on the definition of a qualified lead, systems are integrated to provide visibility into activities and results and the loop is closed between the lead source and revenue generated.  Improves Accountability & Credibility. When deployed properly, Marketing Automation solutions increase credibility by providing a system of record that tracks and measures marketing activities and business results for the marketing organization.  Develops Multi-Channel Marketing Campaigns across multiple channels for email, web, mobile, events, and social media. The use of a multi-channel approach can drastically reduce acquisition costs for new prospects and opportunities.  Improves Lead Lifecycle Management for lead generation, qualification, scoring, nurturing and tracking and provide higher quality, more closeable leads to sales in:  Lead to Closed Sale Conversion %  Quality of Leads Passed to Sales  % of Leads Accepted by Sales  Quantity of Leads Generated  Manages Marketing Resources. When key marketing processes are automated, fewer resources are required to manage new opportunities. BENEFITS OF MARKETING AUTOMATION © 2014 Demand Metric Research Corporation. All Rights Reserved. Marketing Automation: Insights, Landscape & Vendor Analysis

6.  Measures and Improves Revenue Performance. Revenue analytics on prospect behaviors and campaign ROI provide marketers with the insight needed to optimize spending on the most profitable marketing programs. Additionally, the marketing organization can reduce expenditures and more effectively manage marketing resources to deliver:  Total Marketing Revenue Contribution  Higher Revenue Per Sale Download and complete Demand Metric’s Marketing Automation Maturity Assessment to evaluate the effectiveness of your Marketing Automation system. This assessment will enable your organization to identify any weaknesses in your system in order to optimize the benefits it brings to your organization. © 2014 Demand Metric Research Corporation. All Rights Reserved. Marketing Automation: Insights, Landscape & Vendor Analysis Download Figure 2: Marketing Automation Maturity Assessment  Measures and Improves Revenue Performance. Revenue analytics on prospect behaviors and campaign ROI provide marketers with the insight needed to optimize spending on the most profitable marketing programs. Additionally, the marketing organization can reduce expenditures and more effectively manage marketing resources to deliver:  Total Marketing Revenue Contribution  Higher Revenue Per Sale Download and complete Demand Metric’s Marketing Automation Maturity Assessment to evaluate the effectiveness of your Marketing Automation system. This assessment will enable your organization to identify any weaknesses in your system in order to optimize the benefits it brings to your organization. © 2014 Demand Metric Research Corporation. All Rights Reserved. Marketing Automation: Insights, Landscape & Vendor Analysis Download Figure 2: Marketing Automation Maturity Assessment

7. ABOUT THE RESEARCH ANALYSTS Clare Price, VP Research – Demand Metric Clare is an expert in marketing strategy, branding, strategic communications, sales enablement, social media marketing, content marketing and leveraging marketing technologies. Clare is a former Gartner Research Director and helped build their Internet Strategies Services division with clients such as Microsoft, IBM, HP, Cisco, Proctor & Gamble and Wells Fargo. Her specialties include: brand strategy, brand development, customer acquisition and relationship development, content and digital marketing strategy, sales enablement and social media marketing. Kristen Maida, Research Analyst – Demand Metric Kristen has worked with Demand Metric for the past 4 years, learning about and gaining experience in all aspects of the organization. She has developed job functions in almost every department to help with Demand Metric’s rapid growth. Her specialties include: social media marketing, digital marketing, content marketing & management and business process development. Marketing Automation: Insights, Landscape & Vendor Analysis David Raab, Research Director – Demand Metric With an MBA from Harvard, David is an expert in both B2B & B2C marketing strategy & technology. He has advised The Gap, JC Penney, Lowe's, Blue Cross/Blue Shield, Williams-Sonoma, Scholastic, Unisys, Sprint and Verizon Wireless. He also publishes the Raab Guide to Demand Generation Systems and the Marketing Performance Measurement Tool-Kit. ABOUT THE RESEARCH ANALYSTS Clare Price, VP Research – Demand Metric Clare is an expert in marketing strategy, branding, strategic communications, sales enablement, social media marketing, content marketing and leveraging marketing technologies. Clare is a former Gartner Research Director and helped build their Internet Strategies Services division with clients such as Microsoft, IBM, HP, Cisco, Proctor & Gamble and Wells Fargo. Her specialties include: brand strategy, brand development, customer acquisition and relationship development, content and digital marketing strategy, sales enablement and social media marketing. Kristen Maida, Research Analyst – Demand Metric Kristen has worked with Demand Metric for the past 4 years, learning about and gaining experience in all aspects of the organization. She has developed job functions in almost every department to help with Demand Metric’s rapid growth. Her specialties include: social media marketing, digital marketing, content marketing & management and business process development. Marketing Automation: Insights, Landscape & Vendor Analysis David Raab, Research Director – Demand Metric With an MBA from Harvard, David is an expert in both B2B & B2C marketing strategy & technology. He has advised The Gap, JC Penney, Lowe's, Blue Cross/Blue Shield, Williams-Sonoma, Scholastic, Unisys, Sprint and Verizon Wireless. He also publishes the Raab Guide to Demand Generation Systems and the Marketing Performance Measurement Tool-Kit.

8. OUR SOLUTION STUDY METHODOLOGY The Modern Marketing landscape is an ever changing, ever evolving environment in which new strategies, technologies, vendors and products appear continually. Demand Metric Solution Studies provide marketers with a focus on a specific technology solution set or focus area so that they are armed with the knowledge, information and tools they need to development effective strategies and action plans for their organizations. Each Solution Study involves hours of analyst research, draws information from interviews with vendor executives and established vendor clients for a specific technology solution and is usually accompanied by a mini Tool-kit of practical resources. Solution Study Tool-kits are designed to provide marketers with the tools & templates they need to plan for an initiative in a given focus area, analyze the vendor landscape and select the best vendor for their organization. Our Sales Enablement report series includes Solution Studies on:  Enablement Knowledge Management  Configure, Price Quote (CPQ)  Sales Intelligence We provide a comprehensive overview of Sales Enablement in the companion report – Sales Enablement in 2013 Best Practices Report © 2014 Demand Metric Research Corporation. All Rights Reserved.  Customer Relationship Management (CRM)  Marketing Automation (MA)  Sales Communications Tools Marketing Automation: Insights, Landscape & Vendor Analysis OUR SOLUTION STUDY METHODOLOGY The Modern Marketing landscape is an ever changing, ever evolving environment in which new strategies, technologies, vendors and products appear continually. Demand Metric Solution Studies provide marketers with a focus on a specific technology solution set or focus area so that they are armed with the knowledge, information and tools they need to development effective strategies and action plans for their organizations. Each Solution Study involves hours of analyst research, draws information from interviews with vendor executives and established vendor clients for a specific technology solution and is usually accompanied by a mini Tool-kit of practical resources. Solution Study Tool-kits are designed to provide marketers with the tools & templates they need to plan for an initiative in a given focus area, analyze the vendor landscape and select the best vendor for their organization. Our Sales Enablement report series includes Solution Studies on:  Enablement Knowledge Management  Configure, Price Quote (CPQ)  Sales Intelligence We provide a comprehensive overview of Sales Enablement in the companion report – Sales Enablement in 2013 Best Practices Report © 2014 Demand Metric Research Corporation. All Rights Reserved.  Customer Relationship Management (CRM)  Marketing Automation (MA)  Sales Communications Tools Marketing Automation: Insights, Landscape & Vendor Analysis

9. © 2014 Demand Metric Research Corporation. All Rights Reserved. Solution Study ABOUT DEMAND METRIC Demand Metric is a global marketing research & advisory firm serving a membership community of over 40,000 marketing professionals, CEOs, and business owners with advisory services, custom research & benchmarking reports, vendor studies, consulting methodologies, training, and a library of 500+ tools and templates. Using Demand Metric resources, members complete projects faster and with greater confidence, boosting respect for the marketing team and making it easier to justify needed resources. Our 1,000+ clients range from start-ups to members of the Global 1000. TO LEARN MORE ABOUT DEMAND METRIC To read the rest of this Benchmark Report, become a Demand Metric member today! © 2014 Demand Metric Research Corporation. All Rights Reserved. Solution Study ABOUT DEMAND METRIC Demand Metric is a global marketing research & advisory firm serving a membership community of over 40,000 marketing professionals, CEOs, and business owners with advisory services, custom research & benchmarking reports, vendor studies, consulting methodologies, training, and a library of 500+ tools and templates. Using Demand Metric resources, members complete projects faster and with greater confidence, boosting respect for the marketing team and making it easier to justify needed resources. Our 1,000+ clients range from start-ups to members of the Global 1000. TO LEARN MORE ABOUT DEMAND METRIC To read the rest of this Benchmark Report, become a Demand Metric member today!