Once you have decided to bring on a marketing automation tool or upgrade your current tool, it's time to start collecting the information you need to make a decision. If you're new to marketing automation, the process ahead of you can seem overwhelming. Indeed, the decision to choose a provider should not be taken lightly. You don't want to end up in a situation where the solution falls short and you need to start looking for another provider within a year. As you map out your plan, below are five steps that I recommend you include in your process, along with some resources I have found helpful.
These five steps should help you collect the information you need to make a smart decision on what marketing automation tool is right for your organization. I'm happy to hear if there are other best practices that should be considered in the evaluation process. What has been most helpful to you?
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Stacie is senior director of marcom and PR at Kenshoo, a digital marketing technology company backed by Sequoia Capital, Arts Alliance, and Tenaya Capital. Kenshoo powers nearly half of the Fortune 50 and all 10 top global ad agency networks.
Prior to joining Kenshoo, Stacie worked as director of client strategy and development at Resolution Media, an Omnicom Media Group Company. In this role, she was responsible for overseeing the growth of key accounts, in addition to leading Resolution Media's account management practice. During her tenure, Stacie led relationships with brands like Bank of America, Gatorade, Norwegian Cruise Line, Restaurant.com, Sirius XM, and State Farm, while working with partner agencies to ensure all search programs are integrated into the overall marketing mix. Prior to Resolution Media, Stacie worked as an account manager at Nielsen Claritas. There she was responsible for managing and growing relationships with key clients, such as Sprint, US Cellular, Alltel Wireless, and Charter Communications.
Stacie graduated from the University of Wisconsin - Madison with a degree in Marketing. When she's off the clock, Stacie enjoys yoga, rooting for Wisconsin football teams, and exploring her new state, Colorado.
December 12, 2013
1:00pm ET / 10:00am PT