Marketing Automation Uptake?

[webgeek]

Just wondering, how many of the people reading this forum make use of some type of marketing automation software like HubSpot, Pardot, Marketo, GreenRope, etc?

I know many use email + autoresponders, but this lacks lead scoring and score-based email nurturing, which therefore means it isn't marketing automation at all, but rather just smart email marketing.

 

[Pete Conway]

Hi, we're currently using infusionsoft.

 

[Benjamin Sherwin]

We use Active Campaign... it's almost everything you could ever want it to be and it includes your deal and lead based scoring that you so desire.

It's crazy powerful.

 

[webgeek]

@Benjamin Sherwin - does that have lead scoring? There's soo little information on the website about what the marketing automation includes, it almost sounds like an advanced/rules-based autoresponder, rather than a full fledged lead scoring, lead nurturing system.

 

[Idosell Shop]

We use Sales Menago- it simply works for us.

 

[Benjamin Sherwin]

@webgeek a quick search in the help centre should give you a little more information on the way their lead scoring works. Not sure if it's exactly what you're looking for. I've including a link: https://help.activecampaign.com/hc/en-us/search?query=lead+scoring&search_area=support

 

[webgeek]

Thanks for that Benjamin - I've read and re-read so much of it that I'm convinced it's in there, not pictured anywhere and is symptomatic of their growing pains.... dev is getting resources, doco is not. Still, it's a fascinating offering and one I'm going to have to try out at some point soon.

 

[Vicky Limerick]

We use HubSpot and are a HubSpot Partner Agency

 

[David Reinhardt]

Hi, please can I add to WebGeek's question.

For those of you using marketing automation software, are you then putting qualified leads into some sort of CRM? If so, please could I be so bold to ask which one? And how do the leads get from the lead automation into the CRM?

(Vicky, I know HubSpot have both lead automation and CRM so I imagine in that case it is a straight-forward flow through like a business process?).

Thanks
David

 

[webgeek]

@David Reinhardt - for us, we have an in-house home-grown CRM that integrates email touches, web visits, etc, all into a single system, without need to glue anything else together. Targets are kept on spreadsheets, which then are combined with analytics and CRM data into a single view on wall-mounted and desktop dashboards, so actuals vs targets appear in the same graph(s).

 

[Vicky Limerick]

Hi David,
Yes, HubSpot is very easy to use in pretty much every sense of the word!
There is extensive training given throughout and dedicated account managers so should you find yourself stuck, it doesn't take much to get a helping hand.
There are loads of smart tools through HubSpot too which can link through to your website, event pages, social media.
Are you looking for a CRM David?

 

[David Reinhardt]

Vicky - I'm not looking for a CRM, sort of the opposite. My business has it's finger in CRM software (we build an addon to MS Dynamics) and it is good for us to learn how other people use software in the space to help us think about ongoing design. That's what was motivating my question, getting some real-world user insight from the folk here.

I know of Hubspot from our general market research, it looks like a great product and (shhhhhhhhhh!) may have inspired one or two of our features but I couldn't possibly say .

Webgeek - sounds very interesting. I particularly like the focus on getting good and meaningful data out of your system. That's often left out of software deploys and leaves users disengaged.

 

[Vicky Limerick]

Oh brilliant, a bit of market research never hurt anyone!
I'm more than happy to help with any questions you want to ask of someone who basically lives and breathes in their CRM and I'll help where I can

 

[David Reinhardt]

Thanks - I don't have anything to mind at the moment, but you might regret the offer in time

 

[Vicky Limerick]

If it gets too much, I'll maybe just fudge my answers slightly

 

[webgeek]

Get the free inbound marketing assessment from them and don't give them all the answers before the call, then let them tell you what your website is missing. A great measure of their savvy is their sales process.

Have a look at Pardot and Marketo before drawing too many conclusions. I've always found the multiple pathway handling of Pardot to be tops, the inbound widgets and easy CTA button making tools of Hubspot to the be best, and the business savvy and onboarding of Marketo to be the best. If you could roll them all up together, you'd probably have Eloqua.

Anyone wants to sell a kidney and pay for my Eloqua subscription for a month and I'd be a happy chappy

Seriously though, Eloqua is the one to beat when it comes to marketing automation. The rest are like good local footy teams - great to have around, and wouldn't let them go for the world, but up against Eloqua, well it's more like someone brought in a ringer and suddenly allowed 25 or 30 FIFA champions on the pitch against your hometown side - OUCH.