Marketing Automation Match-up

5 MARKETING AUTOMATION TOOLS PUT HEAD TO HEAD

Are You Using the Right Marketing Automation Tools for Your Business?

Enfusen © All Rights Reserved 1

2

COMPANY

About Enfusen.......................................................................................................3

THE MARKETING AUTOMATION OVERVIEWIntroduction............................................................................................................4Are You Maximizing Your CRM? .......................................................................6Common Issues with Marketing Automation Implementation ..........7The Solution: Virtual CMO ................................................................................8

MARKETING AUTOMATION TOOL COMPARISONVital Features to Look for in Marketing Automation Tools ....................95 Marketing Automation Tools Head to Head .........................................10Comparing Providers ........................................................................................11CHART: Basic Package Overview...................................................................12CHART: Integration Capabilites and Ease-of-Access..............................13CHART: Key Note Takeaways .........................................................................14The Results ..........................................................................................................15

THE STATE OF MARKETING AUTOMATION TOOLS 2016Identifying Your Needs .....................................................................................18Conclusion: The Future of Marketing Automation Tools......................21

Contents

Enfusen © All Rights Reserved 2

3

COMPANY About ENFUSENWe Empower Organizations with Analytics that Lead to

Smart Marketing Decisions

Enfusen’s approach to digital marketing empowers and coaches business owners to utlize their CRMS to the fullest, increase their revenue, and strengthen every department of their business.

How? With data-driven strategy and a personalized approach to marketing, we connect businesses with the resources they need to unlock their potential. Together with our clients, we build lasting foundations that nurture first-time visitors into life-long customers.

As an extended thank-you for downloading this book, we want to extend our hand with another free resource: Marketing Grader

Allow us to take an in-depth assessment of your current sales and marketing automation strategies.

We will help you to define your strengths, find your weaknesses and give you a platform to improve your Sales and Marketing Automation efforts. You will receive a detailed report on your current status and an outline of strategies to improve your team, technology, training and tactics.

Enfusen © All Rights Reserved 3

Click Here To Access Your Free Marketing Grade

4

COMPANY

It’s common knowledge that a well-oiled marketing automation machine can help businesses nurture growth, increase revenue, and streamline data. Unfortunately, it’s also well know that the majority of businesses using CRMs aren’t getting the most from their investment. In 2012 alone, it was reported that 66% percent of the expected CRM benefit re-mains untouched. That’s unfortunate. Imagine what could have been achieved with that 66%.Sadly, the revenue lost during the CRM growing pains can deter many business owners from believing that any new developments in marketing automation can offer them more than their current CRM already does. They don’t understand the problem and start to believe that there isn’t a solution. As they fight against adapting to new technology, other businesses reap the

benefits of marketing automation tools and seek to constantly innovate their strategy.Worse yet, many business owners struggle to understand why they can’t get the benefits out of their marketing automation services. Even when their contact list is growing, they struggle to qualify leads and close sales. Their sales teams are struggling to adopt to the CRM and automation tools, and can’t seem to find the value in adding this technology to their work lives. For many business owners and market-ing managers, CRM and automation tools have added another dose of stress to the office. But here’s the thing: It doesn’t have to be that way.

Introduction

This includes slow user adoption, poor change management, and difficculties aligning culture with new ways of working. (Smart Insights 2014)

Meaning that a large majority of CRM users invested in technology that wasn’t compatible or very time-consuming to integrate with their current platform.

22% of problems with crm and automation are considered training issues.

49% said they faced integration challenges (mckinsly &company)

Enfusen © All Rights Reserved 4

- 34% of business owners and marketing managers said that CRM and marketing automation adoption was a moderate challenge

-26% found CRM and marketing automation tool integra-tion to be a major challenge for their organization

Did You Know?

Enfusen © All Rights Reserved 5

6

COMPANY Are You Maximizing YouR

CRM?

Marketing Automation Stats Last Year

There are 3 major factors that play a part in most business decisions:

Team, time, and training. If you lack any one of these 3 factors, you have quite a chal-lenge ahead of you. The same can be said when it comes to implementing marketing automation tools in your business.

Though the pace of technology is moving fast, integrating software into your business plan and marketing strategy takes time. The flawed view that that you turn on a mas-ter switch and sales start pouring in is a major pitfall for many businesses, regardless of size. Treat your strategy for marketing automation implementation as a long-term project that stretches across all departments and team members.

Yes, marketing automation services will streamline your business, support your sales process, and create closed-loop reporting amongst your team.

It will not create a lucrative business for you.

-80% of marketing automation users saw their number of leads increase.

-77% of those marketing automation users saw the number of conversions increase.

(VB Insight 2015)

Enfusen © All Rights Reserved 6

7

COMPANY

Common Obstacles in marketing automation

implementation

Lack of Planning and Goals

No Proper Training The WRONG CRM A Break in the sales cycle

It’s hard to measure

whether or not your

marketing automation

services are adding

value to your brand is

you have no metric to

measure them by.

Set goals for your

implementation. When

should everyone un-

derstand how to read

the new reports? When

should they know how

to create new ones?

Too many managers ex-

pect their staff to learn

new tools overnight.

With marketing auto-

mation tools, that’s vir-

tually impossible. You

need to provide your

staff with consistant

training and an amaz-

ing source of tech sup-

port. Consider hiring a

marketing professional

that can help keep your

team on track.

Not all CRMS will be

a good fit for your

business.

Many marketing

managers and business

owners fail to inves-

tigate who the CRM

software is targeted at.

If the platform focusses

on sales and you’re a

healthcare provider, it’s

pretty safe to assume

the automation tools

won’t benefit your

business.

To put it simply, a break

in your sales cycle can

render any CRM or au-

tomation tool useless.

Take the time to create

a sales cycle or buyer’s

journey for your cus-

tomers and coordinate

your automation tools

around those phases

throughout the cycle.

Not only will this help

secure more leads, it

will secure sales.

Enfusen © All Rights Reserved 7

8

COMPANY

A Virtual CMO is responsible is for helping you develop a marketing strategy, educating your team, and helping you make data-driven products and smart campaign decisions. This Virtual CMO will make sure that your business is tracking the right KPIs and adjusting accordingly. Accurately tracking the right metrics and KPIs is key to creating accountability within your team and succeeding in your campaigns. With a Virtual CMO track-ing the right data at the right time, your team can make better campaign decisions and qualify leads.

In addition to providing priceless expertise and knowledge, a Virtual CMO will be able to consistently deliver a fresh perspective to your business. No matter what challenges are occurring in the workplace, a Virtual CMO will be able to focus on your marketing strategy. Meaning that your team doesn’t feel stretched thin when their individual positions present challenges. Which inevitably means your representatives have the time to focus on their job and sharpen their individual skills. When employees are given the room to focus on their growth, they become experts in their industry and inspire the same passion in your customers.

To sweeten the deal, choosing a marketing automation software vendor that connects you with a Virtual CMO means you will have access to a broad network of technol-ogies and resources to execute your marketing strategy. Your team will have a go-to resource to serve their needs. This results in less work, more resources, and greater return on investment at a lower customer acquisition cost.

The Solution? Invest in a virtual cmo

A Virtual CMO will cost you less money overtime and

provide you with better resources and strategy than an in-house representative.

a virtual CMO costs 30-50%

less than hiring a traditional

marketing officer

Enfusen © All Rights Reserved 8

9

COMPANY

Vital Features to Look for in a marketing automation tools

Lead capture, lead scoring, and lead nurturing 1

Lead scoring, capturing, and nurtur-ing helps you team identify your cus-tomer’s interactions with your company. Meaning representatives from all depart-ments can easily tell where a prospect is in your buyer’s journey.

Simplicity 2

Fancy features are worthless if you can’t train your team to use them. Look for a simple interface that’s backed up by powerful metrics and data collection. In the end, an easy interface will help you train your staff to focus on what’s important.

flexibility for every department3

You need marketing automation tools that unify your sales and marketing teams. Keeping the two departments separated can be devastating to your revenue. Look for a tools that allow sales and marketing to share reports.

Social, Mobile, and Email integration 4

Social, mobile, and email marketing cannot be ignored by businesses who are trying to increase lead generation. It’s extremely important that your marketing automation tools have the ability to integrate those channels into your CRM.

Enfusen © All Rights Reserved 9

10

COMPANY

SharpSpring offers a multidimensional platform for

integrating your current CRM, as well as a slew of

other incredible useful marketing automation tools.

Not only does SharpSpring have it’s own CRM, it also

integrates with other 3rd party software-making

the transition process much easier for marketing

managers and their staff.

InfusionSoft was a small start up company from

Arizona in 2001, but quickly rose through the ranks

of marketing after writing a script to automate sales

leads in 2004. Since then, InfusionSoft has offered

small business owners a means for email marketing

and sales platforms.

ClickDimensions offers a solution basis for

Microsoft Dynamics, and is a means of streamlining

your Microsoft Dynamics functions into an easy-to-use,

all encompassing format that can be integrated into

your business model.

HubSpot has been around since June, 2006 and

has been offering marketing, sales, and other CRM

solutions that integrate with your current CRM

software in an attempt to simplify a complicated

system into an intuitive marketing tool.

We’ll be comparing all 5 of these industry

leaders to see who can offer their users consis-

tent, qualified, and smart marketing automa-

tion tools that actually help businesses. In

addition to judging the software, we also took

the time to grade each software based on it’s

ease-of-access and integration.

Turn the page to view the charts

Ready to Put Them to The Test?

5 Major CRM & Marketing automation services

SalesForce paved the way for cloud service CRMs.

Formed in 1999, SalesForce has looked to innovate and

incorporate each area of business by creating a service

that can do so. SalesForce has a large array of online

resources, support, and applications to help your business

stay competitive in the market.

Enfusen © All Rights Reserved 10

11

COMPANY

To get a better idea of what your CRM can do, take a look at what these 5 major marketing automation services can offer with their software.

Are you using your marketing automation tools to do the same?

Use these head to head comparison charts to see what you could be getting out of marketing automation services. Better yet, use these charts to choose marketing automation tools that work fast and efficiently for your team and your customers.

COMparing Providers

Who can do the most for your business?

Marketing automation tools aren’t the simple contact relationship systems of the early 2000s. Their vast capability and valuable data

collection capabilities can amplify all of your digital marketing efforts.

Enfusen © All Rights Reserved 11

Telephone: 1-877-999-0271Website: www.enfusen.com

COMPANY

linkedin.com/company/enfusentwitter.com/enfusenfacebook.com/enfusencorp

Enfusen © All Rights Reserved

Basic Package Overview12

Click To Visit SharpSpring

Click To Visit ClickDimesions

Click To Visit HubSpot

Click To Visit InfusionSoft

Click To Visit SalesForce

Telephone: 1-877-999-0271Website: www.enfusen.com

COMPANY linkedin.com/company/enfusentwitter.com/enfusenfacebook.com/enfusencorp

Enfusen © All Rights Reserved

Integration Capabilities and Ease-of-Access13

Telephone: 1-877-999-0271Website: www.enfusen.com

COMPANY

linkedin.com/enfusentwitter.com/enfusenfacebook.com/enfusencorp

Enfusen © All Rights Reserved

Key Note Takeaways14

The ResultsWho provides the best marketing automation tools?

Who Provides the most intuitive and easy to learn

interface?

Sharpspring

Click dimensions

HubSpot

Infusionsoft

Salesforce

12345

Quick Tip for Talking to Software Vendors:

When interviewing software vendors, ask what industries they have the most experience with. This should give you a good idea of whether or not the vendor is a good fit for your business.

Itibuscium volupiendel il et vollam nectas et, corem et odigeni endam, uta que niminvelia sed es et optatur Itibuscium volupiendel il et vollam nectas et, corem et odigeni endam, uta que niminvelia seD

SharpSpring

HubSpot

Click Dimensions

SalesForce

InfusionSoft

Enfusen © All Rights Reserved 15

16

COMPANY

•

#1 SharpSpringWhen it comes to integration, SharpSpring takes the cake. Their system can handle integrating virtually any application, and the interface is quick and easy to learn. Leads are easy to score and information is available to every person on your team. In addition to a fast interface and dozens of advanced features, SharpSpring is incredibly easy to set up. Within a few hours you can be tracking, identifying, and nurtur-ing visitors through the buyer’s journey. Better yet, marketing automation software vendors that provide SharpSpring are known for exceptional customer service. You can’t put a price tag on genuine tech support.

#2 ClickDimensions Though ClickDimensions offers many of the features over SharpSpring, they’re integration processes can be quite a headache. Email campaigns and lead management is strong tool within their platform, but there aren’t many options for content platforms and advanced analytics. So if you’re less focussed on a fully developed business internet marketing strategy, ClickDimensions is a good place to start. Because of its lack of easy integration, ClickDimensions was kicked to 2nd place.

#3HubSpotIf you’re already a professional marketer, HubSpot CRM is a great choice for you. They’re intuitive system gives you a ton of control in your campaigns. In addition to constantly updating their system, you can expect HubSpot to have plenty of new resources for you to utilize. Unfortunately, if you don’t have a background in sales or marketing HubSpot can be difficult to navigate. If you need a lot of tech support, it’s best to choose the marketing automation services that provide virtual CMO support. For this reason, HubSpot came in 3rd place.

Analyzing the Results

Enfusen © All Rights Reserved 16

17

COMPANYAnalyzing the Results

#4 InfusionSoftOften referred to as confusing and long-winded in customer reviews, InfusionSoft is another one of those software vendors that has great ideas and poor education. Though their contact relationship management doesn’t have many bugs, their integration and user fees can diminish your marketing budget in a flash. Not only do they lack the features of their competitors, they’re onboarding process is expensive for many customers still needing additional tech support.

#5 SalesForce Despite being known as one of the lead-ing CRM systems, Salesforce doesn’t really offer any marketing automation tools within their cloud-based system. In order to run any type of marketing campaign, you’re buying extra add-ons and spending precious time trying to integrate them. Though SalesForce is good for managing contacts, the CRM lacks any type of marketing automation mindset. For this reason, SalesForce came in last place. Though they’re a good software provider, they are irrelevant to this business seeking to use marketing automation tools.

Enfusen © All Rights Reserved 17

18

COMPANYIdentifying your needs

Be realistic with yourself. If you don’t have the time to train your team and adopt the software within your company, that software alone isn’t a good fit for your business. You need help integrating and adopting marketing automation tools across your business.

Does your marketing automation software help your business? If not, it’s time to find a new provider. If you’re convinced your software is a good fit, consider investing in a Virtual CMO to help aid your growth.

How do you solve your problem and start utilizing your CRM to its full potential? By taking the time to truly examine your boundaries.

Determine what you can and can’t handle. Don’t disappoint yourself by setting a goal you can’t reach.

always think about your team first.

what tools serve their needs?

Enfusen © All Rights Reserved 18

19

COMPANYAfter looking at these charts, you should be able to draw some solid conclusions about your current CRM and marketing automation services. Consider the unique aspects of your business, as well as the unique needs of your ideal customers.

1. What features do you need to help your team get their jobs done quicker? Try making a simple task list of their daily responsibilities and comparing which marketing automation tools can help make that process faster.

2. Do you need room for growth? If you intend to invest in massive lead genera-tion, having the space and efficiency to handle massive email lists is a must.

3. How much support does your team need throughout the process? As we said before: Always think about your team first.

Will you need a Virtual CMO? In the event that you do want a Virtual CMO, it’s important to look for marketing automation software vendors that can connect you with one versed in their software. In addition to your basic needs, examine your goals. Choose the provider that can grow with your company and continue to service your needs. It won’t matter what marketing automation tools you buy if you need a new provider down the line. Plan for your future and choose the provider that can help your company grow in that direction.

Need some help?

Enfusen’s Microsoft Marketing Accelerator Program make Sales & Marketing Automation Easy.

Named a top 10 tool entrepreneurs can use to automate their business by Inc.com, we inte-grate your team, technology, training and tactics to create successful marketing campaigns that drive ROI. Click here to contact Enfusen.

Enfusen © All Rights Reserved 19

20

COMPANY

Though it’s easy to excuse your business from the automation equation, the need for successful marketing automation implementation will only rise as time passes.

Not only are consumers entering sales with more information than ever before, they expect an excellent experience with your business.

This means that choosing the right marketing automation tools for your business is vital. Consider hiring a Virtual CMO to couple with your software for the best results. Remember, your CRM and marketing automation tools are only as good as the value your team can pull out of them. No matter what vendor you choose, keep time and training in mind.

Not only will your team need the time for training, they will need the right resources for training. Expecting them to read a few a manuals and adapt is not the way to integrate new technologies into your business. Your team needs to understand the value of the CRM and how marketing automation tools can help them qualify leads and close sales. Furthermore, they need to feel confident using those tools to make data-driven decisions.

With the right software vendor and an excellent Virtual CMO, your marketing automation efforts will organize, analye, and optimize your system to run to the best of it’s ability. Not only will you be able to engage prospects, you’ll be able to qualify leads and pull value from each interaction while tracking the right KPIs.

The result? A well-oiled marketing automation machine that helps your team increase revenue and put value in every customer interaction.

Conclusion: Marketing Automation

and the Future

(HubSpot 2016)

“Marketing automation alone is worth $5.5 Billion and is leading the way in lead generation and prospect nurturing.”

Enfusen © All Rights Reserved 20

Statistics from mckinsley and pardot 2015

•

of high performing sales teams use 3x more sales and marketing technology than

underpreforming sales teams

93%

71% of marketing auto-mation users see a

11-50% raise in sales performance

Enfusen © All Rights Reserved 21

Telephone: 1-877-999-0271Website: www.enfusen.com

COMPANY

linkedin.com/enfusentwitter.com/enfusenfacebook.com/enfusencorp

Enfusen © All Rights Reserved 22