Marketing Automation – Lessons Learned Survey Results (Part 1)

Over the past couple of months, Manticore Technology has worked with DemandGen Report to develop a comprehensive survey of marketing automation software users to answer a basic question – how’s it working out?

Beyond that, we wanted to share with future marketing automation purchaser’s knowledge and insight.What did they like?What didn’t they like? What advice would users offer?

If you’re considering purchasing a marketing automation platform, the whitepaper is a must read.I think you’ll be surprised by some of the findings.

The report is chock full of info.Over the next several weeks I’ll be delving into different pieces that I found interesting.Feel free to chime in in the comments section below.

You can download the entire report from DemandGen Report here.

Overall Customer Satisfaction

The first major finding of the survey was the strong correlation between usability of the marketing automation system and overall customer satisfaction.97% of respondents that found their solution easy to use were satisfied with their solution.This compared to 36% of respondents that found their solution difficult to use, but were nonetheless satisfied.

Additionally, there was a strong correlation between ease of implementation and overall customer satisfaction.93% of respondents that found their solution easy to implement were satisfied with their solution.This compared to 58% of respondents that found their solution difficult to use, but were nonetheless satisfied.

While this is somewhat of a no-brainer, it illustrates that marketers need to choose a marketing automation solution that their team can actually use.This varies from organization to organization.The $5M company with 3 marketers has a lot on their plate – they’re all over the place in their responsibilities.Would any of them have the bandwidth to manage a complex platform?

In a larger organization you have more dedicated resources to potentially manage a marketing automation solution.In this situation, keep in mind – if you have a highly trained individual, you are in essence putting all your eggs in one basket.If that individual moves on, you may struggle to use the system until you find a new, highly qualified individual (that may be expensive).

Next week I’ll be filing you in on what respondents had to say about customer support.