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Marketing Automation Differences a win for customers
Publication Date: 2009-09-29 10:03:58
I completely understand the prospect perspective that the vendors seem more alike than they do different. I have been fortunate enough to utilize 4 different systems over the past 4 years and I can assure you that although the marketing pitches may sound alike, the marketing usage and daily experience is radically different. I believe this is readily apparent to anyone who uses 2 or more of these systems for a few days. The real question for potential buyers is how do they go beyond the slideware and snazzy demos and find the product that in practice will be a best fit with their business and their team. One size does not fit all! I suggest some of the following:- Devise your own demo including segmenting a list, building a program, creating a nurture campaign and ask the vendor to act like a marketing manager and execute on the spot
- Spend a few hours shadowing a user
- Create your monthly or quarterly dashboard of reports you want to see, such as net new leads, Sirius Decisions waterfall, marketing influence on the funnel, and ask the vendor to show how this report would be created monthly
Bottom line, don't be passive and accept verbatim the materials the vendors offer. Define your own criteria based on how the product will be used, and demand to see it in action doing the things you will use it for every day.
-Kevin