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Marketing and Sales should not be separated by a wall, they both have information that will greatly benefit each other, and having software that make it easier to collaborate tears down this wall. The decision to deploy a new marketing automation platform while undertaking a CRM upgrade project has significantly lifted customer engagement and staff productivity at Australian sleep therapy company, ResMed.
The Australian and New Zealand marketing team embarked on a project last year to upgrade ResMed’s 10-year old CRM platform to Salesforce. In recent years, ResMed has been rapidly building out its customer database through its digital customer portal and membership program, Sleepvantage, and found the existing CRM platform wasn’t providing enough capability around collecting or utilising member data. ResMed rolled out Silverpop’s marketing platform (Now owned by IBM) after the upgrade to Salesforce.
The first step once Silverpop was in place was making sure ResMed had templated emails and make the process of emailing customers a straightforward, responsive activity.
As an example, Nicklin said the team was able to create a single email for a recent product launch but adjust content to highlight features orientated to female or male customers around one of the new devices and masks.
Nicklin explained ResMed customers usually trial a device for four weeks before they purchase.
As a result of the CRM and Silverpop upgrade, ResMed has seen B2C email engagement rates leap from 1 per cent to 12 per cent. While the focus has been more on B2C to date, Nicklin is looking at how to get information out to its B2B partners more quickly, and has created email templates for these customers to send to their own databases. The next step for Nicklin is looking at product lifecycle management and a series of tailored communications talking to its database about upgrading, cleaning and general advice.
In terms of technology investment, Nicklin is hoping to roll out SMS messaging capabilities in 2015.
On the B2B side, Nicklin plans to introduce website forms to better collect leads through its Silverpop and CRM platforms, and will build these forms as new products are launched. One of the biggest benefits of having CRM and campaign management fully integrated is that details of the assets and campaigns sent to each customer through the marketing platform are all recorded, she added.
A client asked me recently what the difference is between marketing automation and CRM and why they needed both systems as part of their fundamental infrastructure.
CRM solutions like Salesforce target sales and business development folks and the tasks that are important to them, especially how to input, manage, and track their leads. However, CRM systems don’t do a good job of recording all the marketing activity that happens through multiple channels.
Nurture relationships with qualified prospects, educate leads before passing them to sales, trigger relevant responses to prospect behaviors and automate repetitive marketing tasks. Automate lead qualification processes, measure prospect interest and engagement, score leads using demographic data and behavioral data and focus sales resources on the best opportunities. Deepen relationships with triggered, multi-step campaigns, get to the inbox using the latest deliverability technology, raise and open click rates by targeting segments and track and score who opens and clicks on each email.
Upload and manage documents and image files, publish customized URLs for each asset, track which piece gets viewed by prospects and notify sales reps whenever key marketing assets are viewed by a customer or prospect. Of course, your marketing automation application will work best if it is integrated with your CRM system.
The only way to tell what marketing campaigns are working to drive sales is through integration of your marketing automation and CRM systems.
ClickDimensions Marketing Automation for Microsoft Dynamics CRM empowers marketers to generate and qualify high quality leads while providing sales the ability to prioritize the best leads and opportunities.
Selligent provides B2C brands and marketers with a 4-in-1 relationship marketing solution to engage with customers and increase lifetime value. To achieve this goal, Selligent bridges the gap between digital marketing and relationship marketing. With Selligent's dialogue solution, marketers can define and execute multi-stage interaction across channels and time, inbound and outbound, maximally exploiting customer data to deliver highly personalized brand experience.
Uit de studie Customer Relationship Management Software UserView 2014 blijkt dat bijna 50 procent van de CRM gebruikers hun klantrelatiefsoftware verder wil uitbreiden met marketing automation om processen te stroomlijnen en nog klantgerichter te worden. Het doel van marketing automation is betere interactie met de klant door meer van en over de klant te weten. Wilt u meer weten over dit onderwerp of vrijblijvend brainstormen over uw eigen CRM plannen? January 20, 2015Your CRM and your marketing automation system are very powerful tools, and their sum is greater than the parts if they are properly integrated and leveraged. At DemandGen, we’ve worked on thousands of marketing automation and CRM projects, so our integration consultants know how to design closed-loop solutions that help revenue marketers track campaign attribution, manage and score leads along their lifecycle, keep data in sync, provide increased sales visibility and enablement, and manage the demand funnel “from click to close”—dramatically ramping up return on marketing investment.
If you’re looking at enhancing your CRM and marketing automation solutions with advanced capabilities, download our CRM and Marketing Automation data sheet.
SageCRM provides a decisive advantage to your company by equipping sales, marketing and customer service teams with the tools they need to find new customers, close sales faster and build lasting and more profitable relationships across all channels. As a crm business software SageCRM is a full-featured solution designed with a fresh interface and customizing capabilities – offering intuitive software that is quick to deploy in the cloud or on-premises.
1000 organizations in 70+ countries worldwide choose SageCRM to manage their critical sales, marketing and customer service activities for a more streamlined business operation. Among those using marketing automation or who have plans to use it in the future, objectives tend to range. As we move forward, we are likely to see a number of changes in the evolution of marketing automation, including the platforms becoming more scalable, faster, and more responsive. One of the most important changes that is likely to take place in the marketing automation industry is a shift toward predictive first.
Comprehensive recommendations will provide the ability to leverage full visibility across the marketing and sales funnels to determine and recommend the best content to share or actions to take. While marketing automation has come a long way, it is quite likely that we are only now just beginning to see how this technology can transform marketing, particularly in the B2B sector. As of December 2013, nearly 60% of top performing companies in the United States were using marketing automation. But marketing automation will also transition to better customer service, based on aggregated data.
As technology becomes smarter, you’ll see that marketing automation will use new ways to determine the purchasing habits of your customers. The marketing automation software market size was approximately $750M in sales revenue last year (2013), which represents an astounding growth of 50% year over year for the past several years. A research study performed by the University of Dallas, Satish & Yasmin Gupta College of Business, called the Marketing Automation Software Competitive Analysis Report, revealed that smaller marketing automation providers offer the same amount of features to small to medium sized businesses as larger competitors. The research study also offers guidance on what small businesses should consider before choosing a marketing automation solution.
Learn more about Lead Liaison’s solution for marketing automation for universities and education providers.
The main campus, in Irving, is only minutes from downtown Dallas in a city of 200,000 residents. The report highlights Lead Liaison’s ‘impressive user interface’, business model and consistent growth since inception. With the addition of even more helpful features to its interface and industry-wide recognition as an increasingly strong leader in the marketing automation space, Lead Liaison is set for more success and notability throughout the remainder of 2014.
As more companies adopt lead management through marketing automation, there will be more statistics to share!
By looking at this data we see only 6% of all businesses more than $5M in revenue use marketing automation.

If you’d like to see a demo of Lead Liaison’s marketing automation system for your business contact us! These marketing automation industry players are leading (in terms of capitalization) a group of smaller but no less effective MA vendors. Research has shown that just because a prospect doesn’t convert immediately into a sales opportunity, that prospect should remain a lead. Lead management integrates business process and technology to close the loop between marketing and sales and to drive higher-value opportunities through demand creation, execution and opportunity management.
The input to lead management processes is unqualified contacts and opportunities from various marketing sources. The output to lead management processes is qualified, scored, nurtured, augmented and prioritized selling opportunities handed off to direct or indirect sales channels for action and closure.
Investments in CRM marketing automation and applications and services (including lead management) grew by more than 20% in 2011 and 2012.
Marketing automation and lead management increases enterprise growth, attracts and retains new customers and maximizes productivity of sales organizations. Factors driving the growth of marketing automation and lead management are the overall growth and success of the CRM markets and investment in digital marketing. Recent M&A and IPO activities underscore market interest in this sector (Marketo IPO, Eloqua bought by Oracle, Pardot bought by ExactTarget). B2B marketers are adopting marketing channels normally used for B2C marketing such as social media. Focus on products or services that represent a sizable investment  (also known as “considered purchases”). A handoff of qualified leads to a direct salesperson or an indirect sales team (value-added reseller or distributor), an inside sales team, or an automated channel. Untapped revenue in staggering amounts has been available for our clients when we tore this wall down for them. Simultaneously, its IT partner also recommended integrating a new marketing automation platform to improve the group’s ability to tailor messages and interactions with its customer base. Templates needed to be created afresh each time, and staff would have to produce an email concept which was then translated into HTML format. In addition, B2B communication was largely based on general updates to ResMed’s product porftolio.
Nicklin said both projects were led by the marketing team, with IT staff working hand-in-hand with the digital team.
She plans to set up specific programs depending on when a customer has purchased, as well as tailoring engagement programs for those browsing certain parts of the website for information.
Instead, marketing automation applications should integrate in with CRM so that your sales people can get the entire marketing history at their finger tips. This empowers marketers to manage brand interaction from the very first click through to loyal customer.
Die voortdurende kennisvergaring en uitbouw van het digitale klantinformatieprofiel is enkel mogelijk door slimme automatisering.
As sales and marketing organizations and their systems have become more closely aligned, more opportunities have arisen for businesses to leverage both systems: lead scoring dashboards, marketing campaign attribution and reporting, and other advanced capabilities that deliver insight into the digital body language of your prospects and customers.
Sage CRM delivers a rapid return on investment so you see a positive impact on your business. SageCRM in The Cloud stores customer data on a highly secure web platform without the need to maintain your IT infrastructure in-house.
The most common objectives for implementing a marketing automation strategy typically include lead nurturing, customer engagement, and marketing productivity. In addition, we will likely see marketing automation platforms become optimized for tracking vast amounts of data regarding customers and leads.
Future platforms are likely to be thinner as well as more intelligent, capable of accommodating more specialized applications.
By spanning both marketing and sales, such customer predictions are able to actually learn from historical sales data in order to develop models of good sales leads. Over the course of the next year, it is quite likely that we could see a revolution in the B2B sector fueled by marketing automation. We all know how that story ends.  If you don’t, please ask the next guy you see with a Member’s Only Jacket and Blackberry. Your competitors have probably already added marketing automation to their business repertoire or they’re evaluating the software for future use. This number will only increase as the benefits of marketing automation become impossible to ignore. For example, if you’re a customer who’s just signed up for a freemium trial and you call in on an unrelated question, it’s not a mistake if your customer service representative offers you a deal to extend your freemium offer or offers you a discount to convert to a paying customer. This means that businesses, regardless of size or output, will be able to figure out who their most valuable customers are and how to engage them in ways that make the most of their spending, buying power, and habits. Their offerings prove to be advantageous to small companies looking to save money and increase reach to potential leads. The companies were chosen because they specialize in offering marketing automation solutions to small to medium sized businesses. Some areas of consideration are; update your CRM data, dedicate time for training, develop a sales and marketing process, develop content to provide to customers and prospects, and understand how others have implemented marketing automation.
Lead Liaison provides cloud-based marketing and sales automation solutions that help businesses worldwide attract, convert, and close leads.
Our students are enrolled in undergraduate, graduate and continuing education programs through the Constantin College of Liberal Arts, the Satish & Yasmin Gupta College of Business, the Braniff Graduate School of Liberal Arts, the School of Ministry and the Center for Professional Development. The campus is an oasis of nature in the center of Metroplex, on 225 rolling acres that overlook both the Las Colinas Urban Center and the skyscrapers of Dallas. This publication covers the top companies in the marketing automation vertical and profiles size, featured products and relevant contact information. Do you want figures that show how lead management through marketing automation actually provides better results? Recent activity, including a $78 million Marketo IPO, a $100 acquisition of Pardot by ExactTarget, a $871 million acquisition of Eloqua by Oracle, and a $25 million venture funding of Silverpop, suggests the marketing automation industry is growing at a breakneck pace. Companies in business-to-business industries from IT consulting to manufacturing have been adopting lead generation and management applications at a furious rate since 2009.
None of these big hitters is even 15 years-old: Eloqua and Silverpop were founded in 1999, Marketo and Pardot in 2007. For example, Lead Liaison’s Lead Management Automation™ cloud-based platform is a competitive lead management solution because it allows marketers to expand their email delivery without overage charges. PPC advertising, social media marketing, and SEO have all played a part in marketing B2B solutions. Sales force optimization remains a key objective for most companies, and marketing automation is quickly asserting itself as a primary contributor to sales force effectiveness.
From the Pew Research Center to Gartner, study after study shows the marketplace, b2b or b2c, conducting online research prior to a purchase. Using a marketing automation system like Lead Liaison’s Lead Management Automation™ platform, an enterprise sales force can manage each relationship prior to the sales engagement. Sirius Decisions found that nearly 80% of qualified leads that don’t buy initially go on to make a purchase within 24 months. But as the evolution of marketing automation continues, one business principle remains constant: providing quality support following implementation is important to effective sales force automation.

12 companies are placed across four quadrants, called leaders, challengers, niche players and visionaries.
Businesses selling high-value products or services tend to get a higher return on their investment. She’s also looking at tailoring content based on location as a way of further engaging customers. Yet keeping these complex systems maintained and properly integrated is challenging for many, due to limited in-house resources or lack of best practice expertise and experience. The On-Premises version offers a fully-featured solution that can be easily customized to meet your unique business requirements.
The key to expanding usage; however, appears to be marketers becoming more comfortable with the concept of marketing automation. Personalization is currently a popular objective, but only about 25 percent of those surveyed rank it is an important objective. As a result, these platforms will be able to utilize far more data for delivering more relevant recommendations. That intelligence can then be applied to the top of your sales funnel, touching every aspect of your marketing programs and filter down through the funnel to complete the sales cycle.
Discover more about the future of marketing automation and what it can do for your business.
If you haven’t taken steps to look into how marketing automation can change how you do marketing, you’re already one step behind and at a huge disadvantage. The marketing automation industry is valued around $10 billion so, obviously, something is working.
It’s all about good analytics and allowing companies to track where their customers are in the purchasing process to make sure you’re offering the best deals and service available. According to IDC, marketing automation will be growing faster than any other CRM segment over the next three years. Standard offerings for marketing automation software include email, social media, search engine optimization, blogging tools and CRM integration. The company markets to small to mid-sized businesses and focuses on providing a user-friendly and innovative Revenue Generation Software® platform. The University of Dallas has its main campus in Irving, Texas, and an international campus near Rome, Italy. The University of Dallas is about 10 miles from the Dallas-Fort Worth International Airport.
Screenshots from the Lead Liaison interface demonstrate the platform’s flexibility and user-friendliness. David Cummings wrote a nice article on his blog the other day about the coming wave of marketing automation adoption. There are several other examples of competitive advantages that smaller players have which MA vendors like HubSpot, Pardot, and LeadLander do not provide. However, marketing automation software appears to have one important differentiator from other B to B digital marketing components: while buying behaviors may change (such as reduced PPC click-through), capturing and managing Big Data for marketing purposes is not vulnerable to changing online behavior trends.
Lead Liaison was not in the Magic Quadrant for Lead Management, but that’s easily to explain.
I think it’s fair to say if Lead Liaison was added to the report we’d be in the visionaries category.
This means more and more companies recognize the importance of marketing automation and lead management in particular because it does three primary things as described below. A study conducted by Ascend2 found that less than 25 percent of marketing professionals around the world used marketing automation on an extensive basis last year.
Predictive intelligence will make such platforms easier to use as well as capable of adapting with your business as it grows and evolves.
Software will also become much easier to use with interfaces that are easier to understand and user-friendly. Act-On is considered a leader in the market by its competitors as they offer a full package for automation software and have been used by departments in larger organizations. Their software delivers powerful solutions that accelerate sales, improve efficiency and build stronger relationships with prospects, customers and partners through the use of automation. The post clearly lays out the opportunity for marketing automation vendors like Lead Liaison.
This factor, among others, has led vendors like Lead Liaison to focus on SFDC integration in order to provide a seamless transition between platforms. We’re still a relatively young company and have yet to clear the $20M revenue threshold that’s required to be part of the report.
The other 5% of the Gartner Magic Quadrant for Lead Management covers a few areas we’re fond of.
Interestingly, 35 percent of respondents who were not using marketing automation stated they plan to use it in the future. Well, for starters, expect to see a significant increase in the use of mobile technology in marketing automation. Since smaller businesses might not be as familiar with bigger and more complicated systems as a large company (not to mention that they may not need a large, overly complicated system), smaller businesses tend to need skill development, training, and help with resources.
The study found that Lead Liaison, a marketing automation upstart in Allen, TX, offers almost all the same capabilities as the leaders in the market and provides distinct advantages to small to mid sized businesses. More importantly, businesses have a great opportunity to bring new technology in house to improve efficiency and drive revenue, faster.
Perhaps this is why companies like Marketo, Eloqua, and Lead Liaison are forging a sustainable path for this booming industry. The future looks incredibly bright though as we’re blazing our own trail of innovation in the marketing automation industry. Such predictive systems not only have the ability to learn, but can also adapt and even make improvements on their own with each of your customer’s actions. Today, customers expect to interact with Marketer’s and their favorite brands on the go – and because the majority of customers are on the go – you can’t afford not to take advantage of this technology. A rich and easy to use interface, comprehensive lead qualification, and a multi-channel communication engine that sends email, text messages, direct mail and other physical marketing items standout as superior capabilities.
David identifies the gap in companies using CRM systems but not marketing automation systems. We’re excited about the growth opportunity here at Lead Liaison and look forward to having all of our new customers take our marketing automation platform to the next level. The research study also revealed unique services tailored for small businesses, such as content creation, where Lead Liaison offers businesses a portal to generate marketing and leadership content for SEO purposes – necessary for small business with resource constraints. In five short years, marketers can expect that the way they gather data will be substantially changed by wearable technology, creating a significant marketing opportunity.
Act-On and Lead Liaison offer flexible payment plans including an offering on a monthly basis. This provides small companies with tight budgets the flexibility to manage cash flow and reduced risk by knowing they don’t have to commit to a contract for several years. These platforms are valuable to the small to mid sized market as they help attract customers and increase sales and awareness.

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