First, there’s an upfront investment in developing a marketing automation strategy. Second, many, but not all vendors have an additional mandatory fee for what is variously called onboarding, Kickstart or implementation. Third, once a marketing automation system is in place, there are ongoing costs to execute on the strategy.
All marketing automation vendors provide some form of tracking code. This code is added to a website, much the way Google Analytics tracking code is added to a website.
Tracking code is used to provide a variety of insights. A key insight is that marketers and salespeople can view detailed website activity for each converted visitor. A salesperson, for example, can base a conversation on what content a Lead viewed. (more…)
Since the beginning of 2016, we’ve been running a non-scientific CRM poll in which we ask the question, “What is the primary CRM system that’s in use at your organization?”.
We decided to name six CRM brands in the poll and then include an “Other” selection, which allows for typing in a free-form response. We also added “Spreadsheets” and “Homegrown” as named options.
What surprised us was that “Spreadsheets” is the third most common primary CRM system among respondents. (more…)
Salespeople and marketers are always looking for ways to not only better engage prospects and customers digitally but also to understand the effectiveness of that prospect and customer digital engagement.
There are two excellent applications for tracking and measuring prospect engagement with an organization’s digital assets. These are Wistia for videos and Attach for documents and slide presentations. (more…)
In the previous post, we wrote about interest in marketing automation vendors, based on Google brand searches over the course of 2015.
Not surprisingly, we discovered that the search term “hubspot” registers as having the most interest among marketing automation vendor brands.
We decided to run a similar comparison for CRM vendor brands. Google Trends is limited to five comparison terms, so we picked a range of CRM brands that have come up often in conversation, including two variants of Microsoft’s CRM application. We also chose a five year period, ending in December 2015, to show more of a long term trend. (more…)
Google Trends allows anyone to run comparisons across different search terms, companies and number of other categories that Google has come up with. The results show relative interest over a specified period of time.
We queried for a trend that compared five of the leading marketing automation systems, at least according to G2Crowd — HubSpot, Marketo, [Salesforce] Pardot, [Oracle] Eloqua and Act-On.
We used single word brand names and “search term” — we didn’t mix “search term” and “Company” categories across brands. In addition, we filtered for the U.S. only. (more…)