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Posted By:  Ecommerce Exchange on 09/15/2017 in Enterprise Software

Latest Checklist for Evaluating Marketing Automation Platforms

Latest Checklist for Evaluating Marketing Automation Platforms

B2B marketers who engage in demand generation and account-based marketing (ABM) face the difficult task of accurately targeting the right companies with the right messages, on the right devices, at the right time.

These marketers must also ensure there is immediate follow-up with relevant and meaningful content. They must accomplish this in a cost-effective way, provide an accurate model of the amount of revenue that will be generated, and validate the ROI for every dollar spent on marketing.

The only way B2B marketers can be successful at this is to define a process and scale it -- and that requires marketing automation technology.

MAP Checklist

A Marketing Automation Buyer's Checklist for companies seeking to purchase a B2B marketing automation platform, or MAP, has been released by Four Quadrant.

The checklist consists of eight major categories for evaluation and more than 35 subcategories. It lists more than 100 questions buyers should ask to make an informed assessment of MAP vendors' offerings.

It also covers expected business outcomes from MAPs, who and what the MAP should support, the integration capabilities the MAP should have, and what APIs the MAP should offer out of the box.

Four Quadrant's checklist also addresses the following must-have MAP capabilities:

  • Demand generation and account-based marketing
  • Personalization
  • Ecommerce
  • Email
  • Social media
  • UI/UX
  • Reporting
  • Analytics

The MAP checklist lets businesses establish a predictable model that documents:

  • Each stage of the parking and sales funnel
  • Lead sources
  • Quantities and values at each state
  • Movement between stages
  • Velocity of movement between stages
  • Contribution of marketing at each stage in the sales cycle

Companies of any size can use the checklist, because they "all have the same problem," said Peter Buscemi, founder of Four Quadrant.

"The only difference is scale," Buscemi told CRM Buyer. "There is at least one person in any organization performing some or all of these tasks, but usually not efficiently, effectively or in a scalable manner."

Learn more about what needs to be understood before a company invests in a marketing automation platform, in this article on CRM Buyer.

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