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MAP providers, with a few exceptions, have stuck to their pricing guns and continue to pitch solutions at the $1,000+ per month mark, which could be one good reason the needle hasn’t moved much in the last few years. Under Wishpond’s free plan, businesses can create an unlimited number of landing pages, website popups, newsletters and automation campaigns.
But is Wishpond a direct competitor to the likes of Hubspot, Marketo, Eloqua, and others in the space?
Triggered communications are built using another slick designer that allows the user to create workflows based on specific conditions, such as when a prospect views a certain web page or email. While Wishpond might not provide everything its competitors do in an apples-to-apples comparison with the rest of the MAP galaxy, it offers features that most businesses will find relevant and useful, and certainly enough of the expected benefits to be considered a full MAP solution.
Whether Wishpond manages to upset the status quo is yet to be seen, but with an entry fee of zero dollars, and a full feature set that will handle most small to medium-size business needs, it is certainly giving itself the best chance of doing so. Wishpond is an all-in-one marketing suite that brings all of the tools a marketer needs under one, integrated, platform. More: MobileBeat 2016 is focused on the paradigm shift from apps to AI, messaging, and chatbots.
The one and only goal of the emails you’re sending out should be to get people hooked on your product.
Don’t assume that qualified prospects will read all of your emails, they’re simply too busy and get too much email. In the subject line, tell people what they’re going to get by reading this email, but don’t use more than 50 characters. It’s hard to know beforehand which messages are most effective in increasing product adoption. Let’s finish this post with a brief example: a SaaS software company has a 7-day product trial and sends 1 email every day with a usage tip. More than twice as many people respond to the primary call-to-action (login) compared to the secondary call-to-action (coaching). Another interesting data point is that people who register with a work email address are 4 times more likely to convert into paying customers than registrants with a personal email address (like Gmail and Yahoo).
My previous article included some advanced trial nurturing concepts, such as nurturing based on the stage where prospects are in the product evaluation process. And as always, there are tons of questions that I didn’t address, so please leave a comment with your suggestions or questions. This entry was posted in Demand Generation, Email Marketing, lead nurturing and tagged 30-day trial, auto-responders, email best practices, lead nurturing, product adoption, software trial on February 20, 2012 by Jep Castelein.
In addition to the topics, there is lots of opportunity to exchange best practices and to connect with like-minded Marketing Automation enthusiasts. Most readers of this blog will know that I’m passionate about Marketing Automation and Lead Management. Marketo gives me access to more projects, and also the interesting projects that I wouldn’t be able to get as an independent consultant.
The last two Marketing Automation meetups were well received by the attendees, so we’ve been working on an encore. The event in San Francisco is during Dreamforce, so we’re hoping some out-of-town attendees can also make it.
This entry was posted in events, marketing automation on November 29, 2010 by Jep Castelein. Almost 30 people showed up for the first two Marketing Automation Monday meetups in San Francisco and Palo Alto. Interesting enough, once the opportunity was created, it took the same time for the deal to close (6 months), regardless of lead source. Some of these same companies are also collecting statistical information on product usage of existing clients, and are running upselling campaigns based on that information. One company found that qualified leads were falling off the sales person's radar when they were not buying within one or two weeks. Talking about sales people: email sent on behalf of a sales rep seems to be used by almost all companies. However, it's a challenge to measure how many recipients are replying to those emails, as the email goes straight back to the sales rep. An additional challenge is to pull prospects out of the campaign after they converted: however, this often depends on a manual action by the sales rep, which is not always happening. At one company, product managers for the different product lines could request email campaigns. Even though the topic of these two meetups was Drip Campaigns, reporting came up as a important topic. We also had some discussion on campaign attribution, to measure the effect of your lead generation and lead nurturing campaigns. We had some great discussions at these meetups, so we're already planning the next ones. Also, if you're not a member yet, please sign up for the Marketing Automation Association LinkedIn Group. This entry was posted in events, lead nurturing, marketing automation on November 16, 2010 by Jep Castelein. Would you like to meet up with fellow Marketing Automation professionals to exchange tips and best practices? The agenda is still being confirmed, but most likely we will start around 5.30pm with drinks and snacks.
The idea for Marketing Automation Monday came up after I had visited several Web Analytics Wednesday events. Unfortunately, back then there simply weren’t enough Marketing Automation professionals to meet up with. The goal of this event is three-fold: learn more about Marketing Automation, get to know other Marketing Automation professionals, and have fun doing so. Saad started the Marketing Automation Association LinkedIn Group a while ago, and all future events will be announced via this Group. Because this is the first time we organize this event, we’ll need lots of input on the ideal format.
The technology can only do so much – starting with a segmented, clean lead list is important. While nurturing, test different facets of your email communication – which subject line attracted the most interest per segmented list?
Drip marketing gives marketers the ability to automatically send communications based on a series of conditions.
Nurturing leads is one thing, but the end result marketers want is to move more qualified leads to sales.
What do your sales reps do when they speak to a lead and they don’t move it into an opportunity or further down the funnel?
Lisa Cramer is president and co-founder of LeadLife Solutions, a provider of on-demand lead management software with embedded best practices that generates, scores, and nurtures leads for B2B marketers. This week I attended the Eloqua Experience, Eloqua’s user conference in San Francisco.
Jeremy Victor has a nice write-up of the 16 sales and marketing reports that measure revenue performance. In Monday’s blog post I emphasized that process and best practices are they key to unlocking the full potential of Marketing Automation. The new Eloqua Cloud Connector product integrates 3rd party applications like JigSaw and Webex in the Program Builder. So there were lots of new initiatives, products and services that were covered during the event.
This entry was posted in marketing automation and tagged eloqua, event, marketing performance management on October 20, 2010 by Jep Castelein. Today I read a blog post about 7 trends that speed up the adoption of marketing automation. Once I tried to implement advanced lead management processes without the budget to buy a Marketing Automation system.
With people, processes and content in place, you are well on your way to Marketing Automation success!


This entry was posted in lead management, marketing automation on October 18, 2010 by Jep Castelein.
After the University, Douglas Laird and Jonathan Moody showed how QlikTech managed to roll out a Soccer-themed Marketo campaign in 15 countries and 13 languages in a matter of months.
The PR Newswire session announced an integration that makes it much easier to distribute press releases, videos and other content right from Marketo. After that, Andre Pino, the new Forrester B2B Marketing principal analyst gave a nice overview of lead management.
There were many different tracks, so this post only gives an impression of the sessions that I was able to attend. This entry was posted in lead management, marketing automation on October 15, 2010 by Jep Castelein. Want to attend one-to-one sessions with admissions directors who can answer all of your MBA questions?
If you have questions, suggestions or need my assistance, please feel free to get in touch with me. HubSpot certified inbound marketing professional specializing in designing, planning and running effective digital, multi-channel, and Meetup campaigns that dramatically decrease the time you spend on promotion so you can focus on lead engagement to increase your subscriptions, sales and a profitable bottom line.
Owner-Organizer of 50+ Meetup business networking groups with over 45,500+ professional members located in New York city. It is possible to build your own marketing automation system using a mix of other tools, but there are free and open source options out there that can be just as effective as a paid version. Perfect for small businesses, Leadsius offers one of the most robust marketing automation systems for free.
Jumplead encourages marketers to use its product to “explore and learn for free, grow at your own pace.” Starting with their free version, you can get a taste for what their marketing automation solution can do for your business. SimplyCast is one of the most popular marketing automation solutions, but it also offers a free solution via their Autoresponder version.
An open source solution, Mautic’s marketing automation system is “100% customizable for your particular needs and situations.” You can download it straight from their website and get started right away. Mautic also hosts a community for its users to get involved with the product’s development. InTouch markets itself as “simple sales CRM and marketing automation for small business growth.” There are four very low-cost options and the free version is a great option for a business exploring the possibilities of marketing automation. You really don’t get much with their free version, but with unlimited contacts (rare for marketing automation systems) it gives you a great opportunity to test a campaign or two to see if your business could benefit from marketing automation. While it advertises itself as an email marketing app, OpenEMM has marketing automation tools in its open source offerings. OpenEMM does offer a demo version of its product, so you can try it out before downloading the entire system.
Offering a bare-bones free version of its marketing automation platform, Customer.io has four price packages of various functionality.
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The Vancouver-based company, which was founded in 2009, launched its MAP in 2012, and has since attracted over 5,000 users.
The plan enables businesses to generate up to 200 leads, after which they can sign up for one of Wishpond’s paid plans, which start at $69 per month — still a far cry from the four-figure asking prices touted by other vendors. I took some time to understand how the product differs from those of some of the heavy-hitters.
This applies to B2B customers too, where those that research your products on the move have a higher intent to purchase later. In fact, the workflow builder is as extensive as the landing page builder, offering full control over when to fire off communications to those that meet the conditions. This was in response to an article on trial conversion optimization that I wrote over a year ago. Feel free to try sending company overviews or analyst whitepapers, but in most cases you’ll see sub-par clickthrough rates.
Once they are reading the email, make it easy for them to respond to your call-to-action: repeat the offer, use very little text and add a big button for the call-to-action. There is a small spike for the last email, probably because people realize that their trial will end very soon. This underlines the importance of sending email frequently, because you never know which email people will respond to. Both convert at the same rate: clearly it’s important to have both call-to-actions, because different people respond to different offers. Our new registration website accommodates Meetups in different cities, each with their own mailinglist. As a consultant, I really enjoy helping organizations optimize their Marketing Automation efforts using the latest techniques and best practices. There are also many colleagues to learn from, not just within consulting, but also in all other departments. Several people had worked with the sales team to better understand the buying process, and one company even started a user experience group to better understand the customers.
Many of them have trial programs, so potential clients can try the product before they buy. Therefore, they started a nurturing campaign 3 weeks after the last contact by a sales rep.
One solution was to create an email alias that forwards the email to both the sales rep and another mailbox. However, they often specified overlapping segments of the database, causing too much email to be sent. One company decided to do ROI calculations only based on the original lead source, not on campaign influence. Join us at Marketing Automation Monday for an informal panel discussion on using drip marketing to find more qualified leads and for networking with other like-minded marketers. Around 6pm we’ll start an informal panel discussion about drip marketing in which several people will present their drip campaigns. Sinds 2005, those events have provided a great networking and learning opportunity for Web Analytics professionals.
The meetups will focus on best practices in Marketing Automation, not so much on implementation details. As such there are a variety of best practices to be followed in order to maximize the use of these systems. In 2009, Lisa was recognized as one of the top five “Most Influential People” in sales lead management. It highlights the transition to a more metrics-driven way to optimize sales & marketing for revenue growth.
Eloqua hopes that these metrics will become a standard, so that they can also be used for benchmarking. The Eloqua API (application programming interface) has been available for a long time already, but there was no easy way for campaign managers to incorporate 3rd party applications in their marketing programs. It is an easy to understand, prioritized view of the hottest, most engaged prospects and accounts. Marketing Automation and Lead Management are complex, so you need to have someone in your organization who has experience with this. However, many organizations have more good content than they realize: check old blog posts, recorded webinars and other valuable content. It was also very professionally done: from the full color program guide and the loot bag to the well-balanced program and fun Mardi Gras party. I attended the advanced track, and it was a nice combination of detailed feature descriptions and lead management best practices.
Additionally, it will make it possible to measure the results of your content marketing efforts more accurately. Some people thought it was a somewhat basic, but I thought it was a key component of this User Summit. One of he things Bill illustrated was how Sales Development Reps have to follow up with leads within a certain of days, otherwise their boss or even the executive team will be notified (using Marketo).


One of them is the continued development of the Analytics module, including campaign influence measurement and revenue forecasting.
You're too busy trying to find a marketing automation tool that can make your company more profitable. Here, we'll tell you in plain language what makes our marketing automation software stand out from the rest. You can work your hardest to justify the cost of a new marketing automation system, but sometimes the purse strings just won’t budge. I’ve compiled a list of some of the best free marketing automation solutions available to make your search (and budget talks) even easier. The biggest difference between the two is that the Starter package allows you to purchase add-ons, like extra emails and users; the Free version does not. This marketing automation system depends a lot on the various extras you can add to your account. It’s mainly a content management system, but its product does offer marketing automation features.
They have a community board for users to share their ideas or needs with each other, but they also offer support plans ranging from 300 EUR per hour to 8,000 EUR per year. They also provide a lot of great resources for users on their support page, including video tutorials, user forums, and a newsletter. As a result, it has an incredibly mature landing page builder — one that provides fully responsive designs with previews that show how the page will look on tablets and smartphones. It includes a huge raft of pre-built templates for those that are design-challenged, and has a strong focus on mobile design, which is an important area for B2B sales. In the past year I’ve been heads-down on many Marketing Automation projects, and this email inspired me write a follow-up: I’ve included 7 practical tips to get started and a brief case study.
Instead, focus on tips and resources to make sure the trial users get the most out of your product. Examples are a link to a piece of documentation, a usage tip, a link to the login page, or a personalized coaching call. Set yourself a goal to add a new message every 2 weeks, let it run for 4 weeks, and then look at click-trough rates to decide if it’s a keeper.
You can analyze this in two ways: (1) look at the people who clicked on certain emails and check if they are customers now or (2) look at the recently closed deals and see which emails those people responded to.
However, the first email is the most important: it gets the highest clickthrough and those people are most likely to become customers. It’s going to be the 3rd meetup in San Francisco, and we expect about two dozen Marketing Automation users, who will discuss integration with CRM and several other topics.
We’re expecting between a dozen and 25 people at each meetup, so there should be lots of good discussions!
Lots of good ideas and best practices were exchanged, and I wanted to give you a quick summary in this blog post. Often, this is based on product, company size, industry or sales channel (direct, partner, affiliate). Several people mentioned they were feeding product usage information to their Marketing Automation system to tailor the drip campaigns.
It is not specific to any Marketing Automation vendor, nor is this event sponsored by any vendors. The courses will focus both on functional topics such as multi-channel campaigns or lead scoring, as well as more strategic Revenue Lifecycle courses.
Eloqua clearly has a very active user base, and they’re willing to share their experiences. But usually, it also requires a renewed focus on creating content that focuses on the buyer’s issues, rather than your own products. With the exception of some Wifi issues in the beginning, it was running extremely smoothly. They covered the main parts of the Marketo application: Lead Database, Design Studio, Marketing Activities and Analytics.
This pretty much ensures a timely follow-up for each and every lead that reaches the lead score threshold. The big announcement was an upcoming integration with Webinar software, starting with Webex. Before committing to one of their price levels, make sure you do your research on exactly what you need and how much it will cost when you take all their add-on options into account. Similar to InTouch, if you’re on the fence about whether or not your business needs marketing automation, the free version of Customer.io is a good place to start. If you want introduce a human person as a support resource, make sure it’s someone who can actually help with the most common problems.
There is only one way to find out, and that is to increase the frequency until you see the unsubscribe rate go up.
Ideally, change only 1 thing at a time, so you know exactly what caused the change in email performance. This strategy allows you to look beyond clickthrough rates and optimize your nurturing campaign for your ideal prospects. As an aside: it was interesting to see that few of them responded to any of the later emails. To accelerate this learning process I’ve decided to join the Marketo consulting team, in which I can focus 100% on Marketing Automation and Lead Management. The only downside is that I won’t have exposure to other Marketing Automation systems anymore (and all the great people that work at those vendors). Of course, these leads were already qualified, but it shows that nurturing can actually directly help sales people meet their targets.
And if you want to organize a Marketing Automation meetup in your city, feel free to do so, and we’ll help you promote it.
The result today: too many Marketing Automation users use their expensive system as an email marketing tool. An example: they determine what their most important customer segments are, what content they need in the different phases of the buying process, and how leads will be routed throughout the organization. To get the full benefits, Marketing Automation software and more effective Lead Management processes should be implemented at the same time. If you don’t have the right resources, you may need to hire someone, or work with a consultant.
GotoWebinar will follow, but GotoWebinar first needs to add an API to their product (please do so ASAP!).
You can send email manually (once a week to all new registrants), you can use a simple auto-responder tool or use a marketing automation system. Realize that your best customers will be the last to unsubscribe, so don’t worry about unsubscribes too much. Regardless of the formatting, you always want to include a button and link for the call-to-action, because that’s how you will measure the email’s effectiveness (using the clickthrough rate).
Depending on the email system you’re using, you may have to create an all-new email instead of editing the existing email, so you will easily see the difference in click-rates before and after the change. Use only 1 main call-to-action per email, and optionally a secondary call-to-action, but no more than that: the average reader will give your email 5 seconds, and with too many options many will simply not respond at all. Another company was pulling revenue information from their billing system into the CRM system.
One company even created a fake female persona (including LinkedIn profile), because their prospects were responding way better to a female (IT audience, I guess). One of the time-saving features that is the type-ahead search: see the video tour of Eloqua 10 for details.



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