New Survey Provides Recommendations & Tips for Current Marketing Automation Buyers from Early Adopters

1. Presented by REPORT
Marketing Automation:
LESSONS FROM
THE TRENCHES
New Survey Provides Recommendations & Tips for Current
Marketing Automation Buyers from Early Adopters
With an installed base in the neighborhood of 2,000, marketing automa-
tion systems are still in the very early stages of adoption. For these early
adopters, which represent approximately 10% of the BtoB universe, this
technology has ushered in a new approach to marketing and brought with
it new capabilities and insights, as well as new disciplines and processes.
Because of the transformational effect marketing automation has had
on these leading edge companies, the technology has been criticized by
some as being too complex and costly. However, in a recent survey of
early adopters, executives who have helped drive the deployment gave
the systems high marks overall, while emphasizing the need to have the
right processes and strategies in place to support the systems.
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2. and Customer Satisfaction scores,
with 93% of survey respondents that
found the implementation of their au-
tomation solution easy to implement
were satisfied with their solution, as
opposed to 58% satisfaction among
those that found the implementation
process difficult.
• The timeline for rollout played a
big part in Customer Satisfaction as
The survey conducted by DemandGen respondents who had rollouts take 6
Report included insights from 53 months or longer dropped their over-
marketing executives from different all ratings by at least one point.
firms who have already implemented
a marketing automation solution. The On average the Feedback on marketing
survey explored their overall thoughts automation systems was very positive,
about the marketing automation solution with 81.1% of respondents giving their
they chose as well as the business system a 5 or higher rating and 36%
impact they have seen. Respondents indicating they had better measurement
were asked to rate their experiences on of campaign results and more efficient
a 1 to 7 scale, with 1 being very negative spend.
and 7 being very positive.
The respondents represented clients
A Key trend that emerged from the study from a wide range of solution providers,
was the direct correlation between including Active Conversion, Aprimo,
overall Customer Satisfaction Eloqua, eTrigue, LoopFuse, Manticore
scores and Ease of Use, Ease of Technology, Marketo, Market2Lead,
Implementation. Illustrating the impact Pardot and Silverpop Engage B2B
of these areas on the success of a (formerly VTrenz).
marketing automation deployment:
In the following white paper, we
• 97% of survey respondents that will provide a deeper dive into the
found their Marketing Automation so- feedback and commentary of these
lution easy to use were satisfied with early adopters, as well as advice from
their solution, as opposed to 36% industry experts on how future users
satisfaction rate among those that
should incorporate these “Lessons from
found their solution difficult to use.
the Trenches” to make their rollout of
marketing automation more successful.
• There was a pronounced connec-
tion between Ease of Implementation
2 • Lessons From The Trenches

3. √ The critical role customer
support played in the success
of their solution;
79.2% said they would “better
prepare their organization by √ The importance of undergoing
building proper processes a trial of the system before
going live with a rollout;
and content offers to feed the
automation system.” √ The need to investigate all
potential costs for training,
consulting and implementation;
SATISFACTION FACTORS In addition to these tips and suggestions,
While the composite scores were positive, the survey found that where there
the survey also pointed to significant have been breakdowns with marketing
variations and direct correlations in the automation rollouts, the issues typically
Customer Satisfaction levels, based on the haven’t been a failure of technology but
respondent’s experience with: more that companies were not prepared
from a process standpoint. In fact, when
√ The Usability of the system asked: “If you were to head up the rollout
of a marketing automation system at
√ The Ease of implementation another organization, what would do
differently,” 79.2% said they would “better
√ The Implementation time prepare their organization by building
required to deploy the system proper processes and content offers to
feed the automation system.”
These variables and their impact on the
overall Customer Experience were also THE ROLE OF ROLLOUTS
highlighted in the direct commentary and Overall, the survey’s feedback on the
feedback respondents provided to the implementation of marketing automation
survey. systems was positive, with almost 60%
rating their rollout a 5 or higher for Ease
When asked specific questions on of Implementation. Looking deeper
their biggest lessons learned from at the results there was a pronounced
implementing a marketing automation connection between both the Ease of
platform and advice they would offer Implementation and the timeline to
future users, respondents emphasized: complete the implementation to overall
Customer Satisfaction scores.
3 • Lessons From The Trenches

4. Correlation Between Overall Correlation Between
Satisfaction and Ease of Implementation Time and
Implementation Customer Experience
Overall Ease of Overall
Implementation Unsatisfied Users Satisfied Users Usability Score Unsatisfied Users Satisfied Users
Difficult to Implement Difficult to Use
(Ranking 1,2,3) 25% 58% (Ranking 1,2,3) 27% 36%
Easy to Implement Easy to Use
(Rankings 5,6,7) 0% 93% (Rankings 5,6,7) 0% 97%
Respondents who rated their of a system. For example, there was
Implementation at the top of the scale almost a full two point swing in the
also showed almost a full point gain in average Customer Satisfaction scores
their overall Customer Satisfaction scores. of those respondents who gave their
A similar correlation also traced to the system poor marks (between 1 and 3)
amount of time it took to implement the and those that gave positive feedback
solution and Customer Satisfaction scores, for Ease of Use.
with a significant drop-off in rollouts that
took longer than six months. Industry experts emphasize that the
usability of the application is critical
About 1/3 of the respondents reported in the early rollout, but also for the
running into unexpected costs during the ongoing functionally of the system.
implementation of their marketing auto- “Most users we see are new to this
mation solution, with the largest segment style of application and come from a
(19.2%) requiring consulting services to world of spreadsheets and manual
build and properly use the system, fol- execution so the more user friendly
lowed by (15.4%) requiring IT Services the better adoption,” pointed out Leigh
to integrate the solution with CRM/other Kelson, Managing Director of Pacific
internal systems and (11.5%) needing pro-
fessional training for their internal team.
“Just because a
THE USABILITY INDEX marketing automation
Although more than 60% of respon- solution has a slick
dents gave their system a positive interface does not mean
score for Ease of Use, a deeper dive it’s going to be easy to
into the data underscores the critical
use and function how
role the Usability of a system on the
overall satisfaction levels and success
you expect.”
4 • Lessons From The Trenches

5. Rim Marketing, a leading marketing changing. Ensuring the system is easy
automation consultant based in Australia. to change is very important.”
“Some demand gen apps require a pilot’s
license to drive and 2 or more skilled Cari Baldwin, a Principal with Silicon
operators in house to manage the app.” Valley-based marketing automation
consulting firm Left Brain Marketing,
The direct commentary from the make a system easy to use:
survey’s respondents also underscored
that usability is important over the • Templated reports that don’t require
long-term of the system’s lifespan, not you to go into your CRM system;
just in the early stages of rollout. 36%
• A “Visio-style” workflow system that
of respondents said, “Just because a
provides a global view of all your
marketing automation solution has a
campaigns in one snapshot;
slick interface does not mean it’s going
to be easy to use and function how you
Multi-model lead scoring that enables you
expect,” as their biggest lesson learned.
to score multiple products individually,
One respondent added: “What our team
rather than trying to create one system
wants to send, measure and who wants
that scores all products together.
to receive information is constantly
5 • Lessons From The Trenches

6. SUPPORTING ARGUMENTS to use it most effectively. “At the beginning
Whether it is in the implementation phase of the adoption process, the support needs
or in more advanced phases of the rollout, to focus on how to do it,” Baldwin said. “As
the survey’s respondents underscored the client becomes more comfortable with
the importance of customer support to the functionality, the questions move to
the success of the system. When asked ‘How should I do it in my particular case.’
the biggest lesson learned during their The best support model provides access
implementation, 60% of respondents said to those different types of assistance at the
“Customer support is extremely important appropriate stage.”
and should be a top priority when
purchasing a solution.” In terms of advice The survey data supported the need
they would offer future users, 48% said for ongoing support at later stages, as
to “be specific in asking about the type of more than 47% of respondents indicating
customer support you receive as part of they are currently using 50% or less of
your contract. It can cost extra, be slow their marketing automation system’s
and inefficient, or not a good fit for your functionality.
organization.”
PROCESS IMPROVEMENT
One respondent added: “We had a lot of Beyond the specific suggestions on
support during the initial implementation finding the right solution and lining up
phase, but I think it would have been a lot the proper customer support, one of
better if we received more help once we the most resounding points echoed
dove into the platform as well.” by survey respondents was the role of
Industry consultants said they are new processes required for marketing
now building customer support into automation. Nearly 80% said preparing
their Service Level Agreements and their organization by building the
emphasizing the importance to long-term
success. “Newer users typically require
assistance in building landing pages and Nearly 80% said “preparing
emails but also struggle with transposing their organization by building
existing internal processes to marketing the processes and content
workflow,” said Pacific Rim Marketing’s offers to feed the system”
Kelson. would be their top priority
if they were to implement
Left Brain Marketing’s Baldwin pointed out
marketing automation again
that Customer Support typically breaks out
into how to use the functionality within the
in the future.
application and then best practices on how
6 • Lessons From The Trenches

7. processes and content offers to feed how and when to engage prospects…
the system would be their top priority Teams I’ve worked with blamed the
if they were to implement marketing failure on the tool itself, when in fact the
automation again in the future. marketing strategy had some big holes
in it.”
In fact, the most important lesson the
incoming class of marketing automation Industry consultants who have been
users can learn from the graduates involved in multiple marketing automation
is that marketing automation systems deployments, pointed to the lack of
won’t magically produce results and process as one of the most common
make life easier. In order to work causes for breakdowns in performance.
properly these solutions require the “Most organizations we deal with in
right campaigns, strategy and input from fact lack any real structured marketing
both sales and marketing teams. As process,” said Pacific Rim’s Kelson. “The
one respondent explained, “Use of an fact that we are automating it literally
automated marketing system does not forces them into having to think through
make up for a lack of strategy. For best what the process should look like. When
results, there has be clarity around the we sit in the discovery sessions with sales
marketing objective, a clear strategy for and marketing we uncover that perhaps
7 • Lessons From The Trenches

8. FUELING THE ENGINE
A key part of the process preparation
43.4% recommended: “work
respondents pointed to was the critical
role content plays in the ongoing success
more closely with sales of marketing automation. For example,
organization to build alignment a tip from one early adopter said: “In
preparation, inventory your content and
around goals/processes.” align the content to the early stages of
the sales cycle – like educating what the
suspect can do with your solution.”
they don’t quite have all the process they Another respondent added: “The platform
thought or more importantly that they are is important but the success of the effort
not all on the same page and different lies in your ability to develop the content
divisions and people do things differently.” and create the right content flow for
different categories of suspects/prospects.
In addition to preparing new processes, Our effort was around lead nurturing and
respondents also emphasized the need this required a revamp of content that we
for alignment with sales and marketing would push in the campaigns.”
in order for automation systems to be
successful. When asked what they would Industry experts agreed that content is a
do differently in their next implementation, key ingredient to success and suggested
43.4% said “work more closely with sales future users to take the time to map offers
organization to build alignment around to buying stage and process. “One of the
goals/processes.” key values of marketing automation/lead
nurturing is the ability to establish one to
Left Brain Marketing’s Baldwin added that one dialog with prospects,” said Baldwin.
“sales must be involved in all discussions “Nurture content is different than demand
of Universal Lead Definition and scoring gen content – it’s doesn’t talk about ‘shiny
models.” Kelson accentuated the point new objects.’ It should deliver valuable
when he added: “The whole point of content to the reader, based on their
automating and demand generation is to profile and behavior.”
more closely align sales and marketing.”
8 • Lessons From The Trenches

9. CONCLUSION
While this group of early adopters provided great insights into how future users can
benefit from their experience, they also stressed the payback the next generation will
see from adding these tools. More than 1/3 of respondents cited an improvement in
their measurement/tracking of campaign results, while others cited a better prioritization
of sales organization through lead scoring/intelligence, a reduction in resources
required to create, facilitate campaigns and increased flexibility of marketing to respond
opportunities.
One respondent summed up the opportunity to realize ROI and make an impact on the
business through marketing automation with the following closing comment: “Get started!
The alignment with sales improves 200%. The leads are more valuable and this
improves the ROI of marketing spend.”
“Get started! The alignment with sales
improves 200%. The leads are more
valuable and this improves the ROI of
marketing spend.”
9 • Lessons From The Trenches

10. Presented by REPORT
About DemandGen Report
DemandGen Report is a targeted e-media publication spotlighting the strategies and
solutions that help companies better align their sales and marketing organizations, and
ultimately, drive growth. A key component of the publication’s editorial focuses on the
sales and marketing automation tools that enable companies to better measure and
manage their multi-channel demand generation efforts.
About Manticore
Manticore Technology is a leading software-as-a-service (SAAS) marketing automation
solution provider. Through our powerful, yet easy-to-use marketing software, marketers
can effortlessly move sales prospects through the pipeline through demand generation,
lead management, lead scoring, and lead nurturing, while feeding their sales team
invaluable insight about the interests of each lead. Founded in 2001, Manticore
Technology has enterprise customers and partners around the globe, including, Aetna
Insurance, Jaspersoft, Sharebuilder 401(k) and PGP. For more information visit www.
manticoretechnology.com or call 1-866-Manticore.
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