Mishel Ok, you know us. Now let s get to know everyone in the audience.

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Mishel Justesen @nerdofdesign.com

Ok, you know us. Now let’s get to know everyone in the audience.

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I think this is interesting because there is a definite trend going on. Marketing

technology budgets are soon going to rival that of IT and marketing professionals are going to have to become increasingly technical.

It is VERY important that all these roles work together to build a marketing technology infrastructure that makes sense.

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Jamie Whited @JamieLWhited

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How many of you have seen this graphic before? We call this the big scary slide.

This is what the MarTech landscape looked like at the beginning of this year. We’re going to make this a lot less scary.

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Our focus will be on these three areas today.

Email Marketing, CRM, marketing automation and integrated marketing

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IBM’s MRM is called IBM Campaign. Their pitch is “delivering the right message at the right time to HUGE VOLUMES of customers and prospects.”

Teradata’s MRM is called Teradata Marketing Operations. Like IBM Campaign, it meant for very large organizations.

Microsoft is making major investments in this area with Microsoft Dynamics Marketing. I’m sure we’re all very interested to see how MDM continues to be developed.

Adobe’s MRM is called Adobe Campaign. Keep an eye on Adobe, they are making major investments in the MRM world.

These two MRM’s are more accessible to middle market companies.

Brandmaker is out of Germany. Snappy website. Interesting to view they have many brand names that are globally recognized and some nice case studies.

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ConstantContact – my first email marketing platform. In fact, just closed my account last month. Used it for along time.

Mailchimp – Easy to use. Has some great workflow options. Free for your first 2,000 contacts. Pricing that is very easy on the budget.

Bluehornet – I’ve not used it before but Microsoft is one of their clients. This platform is better for larger organizations and I can tell because pricing wasn’t listed on their site!

Emma – Not for beginners but does not require an IT degree. Beautiful templates, nice dynamic content option. Worth taking a look at.

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Hubspot’s platform is very robust and includes social media marketing tools. I am not a Hubspot customer but I am a Hubspot fan and I have several industry colleagues who use this platform very successfully. The amount of free info they allow you to download is spectacular to say the least.

InfusionSoft – great platform for small businesses. Roeder Studios is featured on their website.

HootSuite, Sproutsocial: Originally built to monitor multiple social media accounts. Both of the platforms have grown to offer other features.

Sprout Social has tackled the “social CRM” challenge. While I’ve not had an opportunity to play with their social CRM tool, it does look very interesting and worthy of a look (or two).

Tweepi is a Twitter-‐only tool that analyzes and helps you manage your twitter followers. There is a small monthly fee for this platform.

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Hubspot – on their server, using their templates. Ok unless you have the tech expertise and want more control. Very sophisticated despite this minor tech barrier. Sitecore – need a developer, very sophisticated CMS with a lot of functionality.

Dynamicweb – integrates nicely with Dynamics. Built on the Microsoft .NET platform. Adobe Experience Manager – Adobe creative cloud seamless integration with an emphasis on making the life of your IT department people easier.

While these are all CMS platforms, they are much more complex, require a higher level of technical expertise, and are really better suited for larger corporations who have an inhouse marketing department that includes graphic designers, writers, and most importantly, a dedicated website developer.

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For the smaller organizations, there is also some really amazing solutions. Wordpress, Drupal, Joomla are all free to download and easy to use.

There are a ton of developers out there making beautiful templates that overlay on top of these sites, making it easy for anyone with some basic web design skills to put up a website.

Marketing automation tools generally have to be added on as extensions (or widgets) to these type of sites.

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CRM generally has very limited marketing automation functionality. All three of these options can be used in the cloud as stand-‐alones, they can also be integrated into your CRM platform.

CoreMotives – Silverpop – Now IBM. This popular platform is being supported for a while longer but is being phased out. Engage is the replacement and will be part of the new IBM Marketing Cloud.

ClickDimensions is fully embedded in Microsoft CRM.

Microsoft Dynamics Marketing is the new kid on the block and, well its Microsoft, so watch the development of this platform closely.

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Let’s face it, there is a TON of data out there that you can slice and dice to generate pretty much any type of report you want to come up with.

If you are new to the world of “analytics” do yourself a favor. Get a free Google Analytics account to play with. It’s free (yes, I said that twice) and you can get an incredible amount of data from a free account. It is also a great learning tool and Google has a lot of free learning tools that you can use to take the first steps into analytics.

These are just a few of the big players in analytics. Remember, the more sophisticated the tool, the larger the price tag and need for expertise and IT support.

If anyone is on Eloqua – ask Mishel.

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Act-‐on – Jamie is using this now. I love it for the beautiful and easy to use drag and drop interface.

Marketo is very powerful and from what I understand from a few companies I’ve worked with, Marketo has become the engine behind some customized automation platforms that they then repackage and sell to their customers.

Jamie loves Salesfusion J Hubspot (again)

I’m a huge Silverpop fan. It has amazing functionality and a huge selection of options via strategic partners who have built custom API’s that plug right into their platform. Oracle, again – amazing functionality.

Salesforce pardot – cloud based, affordable, and claims to be easy to implement.

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It better be love because picking a CRM implementation partner is a lot like marriage. 1. You’re going to spend a large sum of money together.

2. You’re going to spent A LOT of quality time together, often after hours and on weekends.

3. Your implementation partner is going to get to know how your organization runs inside and out.

4. And a break up is very, very bad. It is incredibly difficult to pass along all of the knowledge and intimate details of your CRM system to someone new.

So think of that RFP process like a dating contract. And take it very seriously.

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It better be love because picking a CRM implementation partner is a lot like marriage. 1. You’re going to spend a large sum of money together.

2. You’re going to spent A LOT of quality time together, often after hours and on weekends.

3. Your implementation partner is going to get to know how your organization runs inside and out.

4. And a break up is very, very bad. It is incredibly difficult to pass along all of the knowledge and intimate details of your CRM system to someone new.

So think of that RFP process like a dating contract. And take it very seriously.

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We can break this work plan into 8 steps.

Forms > Integration into CRM > Rollout > Data Migration > Training > Connectors > Sales > Technical Setup

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This SiriusView compares leading vendors within the b-‐to-‐b marketing automation platform (MAP) space.

Although all MAPs offer similar functionality this white-‐paper does an excellent job of outlining the differences using case studies.

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