With more and more companies enhancing their sales and marketing methods with software solutions, new marketing automation providers are cropping up daily. Choices for consumers of this technology have never been more plentiful, leading to an increasingly complex buying decision for consumers. How will customers evaluate their vendor options? Market research and advisory firm, Gleanster, set out to define just what exactly businesses should demand from their marketing automation providers.
After conducting a study which involved 1,396 B2B marketers, Gleanster found that “Ease of Use” is, for the first time ever, now among the top three most important factors in determining the success of a company deploying a marketing automation platform. Marketing automation software platforms are intended to make marketing and sales professionals’ jobs easier with a set of robust features and capabilities. However, if these platforms are difficult to learn, their value is never fully realized. The other two critical success factors identified in the study: Re-usable campaign templates and cooperation with sales.
Vice President of Client Services at MindMatrix, Duane Wells, says these are the kind of findings that motivated the 14 year-old veteran marketing automation company to provide enhanced support and training services through what they are branding their “Virtual Marketing Assistant Service”(VMA Service). “We can talk to customers all day long about how our platform will solve their problems with specialized tools, but if they can’t figure out how to use the tools - or teach others at their organization to use tools - they will never be able to harness the true power of marketing automation” says Wells. “Marketing takes resources and talent, which can often be difficult to find and even more expensive to maintain in-house. The strategy behind the VMA program is to provide immediate value by giving businesses one-on-one support for optimizing a marketing campaign’s effectiveness through monthly analysis and discussion with our marketing automation specialists.”
Learn more about the MindMatrix Virtual Marketing Assistant Services at www.MindMatrix.net
After conducting a study which involved 1,396 B2B marketers, Gleanster found that “Ease of Use” is, for the first time ever, now among the top three most important factors in determining the success of a company deploying a marketing automation platform. Marketing automation software platforms are intended to make marketing and sales professionals’ jobs easier with a set of robust features and capabilities. However, if these platforms are difficult to learn, their value is never fully realized. The other two critical success factors identified in the study: Re-usable campaign templates and cooperation with sales.
Vice President of Client Services at MindMatrix, Duane Wells, says these are the kind of findings that motivated the 14 year-old veteran marketing automation company to provide enhanced support and training services through what they are branding their “Virtual Marketing Assistant Service”(VMA Service). “We can talk to customers all day long about how our platform will solve their problems with specialized tools, but if they can’t figure out how to use the tools - or teach others at their organization to use tools - they will never be able to harness the true power of marketing automation” says Wells. “Marketing takes resources and talent, which can often be difficult to find and even more expensive to maintain in-house. The strategy behind the VMA program is to provide immediate value by giving businesses one-on-one support for optimizing a marketing campaign’s effectiveness through monthly analysis and discussion with our marketing automation specialists.”
Learn more about the MindMatrix Virtual Marketing Assistant Services at www.MindMatrix.net
Absolutely agree with this! If the customer doesn't find the product simple and easy to adopt, It doesn't matter what or how we think it should work as they will just move on.
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