New Gleanster Research Reveals Best Practices in Marketing Automation

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Act-On Software, Eloqua, Entiera, eTrigue, ExactTarget, HubSpot, LeadFormix, LeadLife Solutions, MarketingPilot, Marketo, Pardot, Right On Interactive, and Silverpop Take Top Honors Across Four Key Dimensions of Assessment

A marketing automation system that only replicates existing programs more efficiently is not achieving its full potential.

Gleanster today announced the publication of a new Gleansight benchmark report on Marketing Automation. Drawing from the experiences of 312 companies, the report offers a comprehensive look at how Top Performers are using marketing automation to address some of their greatest marketing and sales-related challenges.

According to David Raab, a contributing analyst at Gleanster and the lead author of the new report, the idea with marketing automation is to replace separate systems for email, web visitor tracking, lead scoring, nurture campaigns, campaign management, reporting and other core components with one solution that streamlines marketing processes and shares data with the sales organization.

“This makes it easier to execute marketing programs and to track results,” said Raab, a globally-recognized thought leader, research analyst, and consultant on marketing technology. “The resulting efficiencies free marketers’ time and budgets to create more sophisticated programs, while better measurement lets them ensure their resources are used as productively as possible.”

Raab is quick to note that marketing automation is more than just the sum of its parts. “A marketing automation system that only replicates existing programs more efficiently is not achieving its full potential,” he said. “The real value lies in empowering marketers to run more programs, try new approaches, and strengthen coordination with sales.”

The report examines the common characteristics of top performing companies. It looks at how they’re maximizing the value of their investment in marketing automation, by putting not only the right technologies in place but also the right business processes, organizational resources, and performance metrics.

The marketing automation industry is growing quickly, with many solution providers announcing that their client bases more than doubled in 2011. There’s also a growing realization that many marketing automation systems are used for only simple tasks – often no more than email, landing pages, and CRM integration. In fact, according to Gleanster research, only a very small percentage of companies are taking full advantage of the benefits that marketing automation affords them.

The benchmark report, which is currently available for free download, is 29 pages and consists of seven sections: Topic Overview, Reasons to Implement, Value Drivers, Challenges, Performance Metrics, Success Stories and the Vendor Landscape. The latter section includes descriptions and analyst commentaries for 38 related solution providers. It also includes comparative rankings across four key dimensions of evaluation: Ease of Deployment, Ease of Use, Features and Functionality, and Overall Value.

As with all Gleanster research, vendor rankings are determined by the experiences of industry practitioners and not by analyst assessment or opinion. The solution providers that received the highest scores across all four dimensions are: Act-On Software, Eloqua, Entiera, eTrigue, ExactTarget, HubSpot, LeadFormix, LeadLife Solutions, MarketingPilot, Marketo, Pardot, Right On Interactive, and Silverpop.

The full report can be downloaded here.

A related benchmark report, called Lead Prioritization, published last month and can be downloaded here.

About Gleanster
Gleanster is a market research and advisory services firm that benchmarks best practices in technology-enabled business initiatives. Gleanster generates actionable insights that allow companies to make smart business decisions and match their needs with vendor solutions. Gleanster ascertains how Top Performers achieve their desired business objectives — and how Everyone Else can, too. For more information, please visit http://www.gleanster.com.

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