Marketing Automation Request for Proposal

Marketing Automation Request
for Proposal
Choosing the right marketing automation system isn't easy. This is why we created thissample RFP, consisting entirely of actual questions from real RFPs submitted to Marketo.
The 12 key areas for marketing automation success are:
1Campaign Management and Lead Nurturing
2Email Marketing
3Lead Scoring
4Landing Page Creation and Optimization
5Social Media
6Data Management
7CRM Integration
8Sales 2.0
9Reporting and Analytics
10Pricing, Implementation, Services and Support
11Privacy and Security
12Company Information and InfrastructureCampaign Management & Lead Nurturing
Does your system have a drag-and-drop Business reason: Ease-of-use contributes to greater e?ciency and increased ?ow interface for easy campaign editing? productivity of marketing operations. Also, this type of interface requires lesstraining, as marketers are used to products like Microsoft PowerPoint that workYESNOwith similar drag-and-drop technology. Answer:
Does the system have an auto complete Business reason: Marketers don't want to spend time looking up ?eld names feature that suggests a campaign or ?eld or remembering campaign names. name for the marketer? Answer:YESNO
Can lists and segments be created Business reason: This type of comprehensive campaign module saves time by directly within the campaign module? reducing the need to build segments in a di?erent interface. Creating these listsand segments outside of the campaign module may cause an increase in errors. YESNOAnswer:
Does your system have the ability Business reason: The ability to add choices within a step o?ers enhanced to split lists and add choices within segmenting capabilities, critical for high conversions and targeting. This also ?ow steps? saves the marketer time and provides for more accurate campaign reporting. Answer:YESNO
Does your tool have built-in A/B Business reason: This eliminates guesswork in deciding which content and ?owtesting support for content and ?ow? paths are most e?ective in driving leads and conversions. Answer:YESNO
Can your system trigger a response Business reason: Real-time triggers o?er immediate results and increased rele-to buyer behavior in real time, not vancy for campaign automation. According to the MIT Lead Response Managementjust based on campaign schedule? Study, the odds of qualifying a lead in 5 minutes versus 30 minutes decreases by 21 times. And from 5 minutes to 10 minutes, the odds to qualify decrease 4 times.YESNOAnswer:
Can your marketing automation Business reason: Triggers based on CRM data changes o?er comprehensive tool trigger based on data changes campaign targeting options.(Insert your CRM system name)in leads from ? Answer:YESNO
Can your marketing automation tool Business reason: Triggers based on opportunities allow marketing and sales trigger based on data changes in to coordinate activities in the sales cycle.(Insert your CRM system name)opportunities from ? Answer:YESNO
Can your marketing automation tool Business reason: One of the reasons CRM systems are so widely adopted is trigger based on custom objects in because of the ability to customize the application. Marketers should be able to (Insert your CRM system name) ? interact with these customizations, triggering campaigns, adjusting lead scores, or creating sales alerts. YESNOAnswer:Email Marketing
Does your system have support for HTML Business reason: Greater ?exibility around design and creative e?orts.import? Answer:YESNO
Does your system require IT or services Business reason: Dependence on IT reduces marketing productivity, resulting insupport to develop creative emails? delayed campaigns, fewer leads and lost opportunities.Answer:YESNO
In your system, are emails shared across Business reason: Reusing content saves time and fosters messaging consistencycampaigns? across campaigns.Answer:YESNO
Can you customize email with lead, Business reason: Relevancy and personalization enhance targeting and help account and opportunity data in your build one-on-one relationships with prospects.system? Answer:YESNO
Does your system have built-in A/B Business reason: This eliminates the guesswork in deciding which o?er, ... [download for more]