Our customers, prospects and B2B Lead followers often ask us about marketing automation.  Since ReachForce targeted role-based leads are fed into many of these solutions we decided to give each of them an opportunity to explain their key benefits and features in their own words. Thanks to Caitlin Marco at MarketBright for this post.

What is Marketbright?

For starters, Marketbright is simply a centric platform for marketing automation. However, a ton of information is packed into that one, little sentence. So what does it really mean? Marketbright has rethought the way marketing automation should work for you; making you, the marketer, more in control of the development, execution, and result of your campaign. Marketbright’s marketing automation platform acts as a central hub for multi-touch marketing campaigns. By automating best practices of Sales and Marketing, you can execute any campaign from direct mail and telemarketing, to events and online advertising. Even the management of your website can be taken out of the hands of the webmaster and put into the hands of Marketing. Our philosophy is that marketing automation leverages the technology and best practices of multiple departments in order to produce faster, more efficient campaign deployment and reporting, right out of the box.

But, wait, how do you do all that?
One thing we firmly believe is that marketing should be done by, well, marketers. Being marketers ourselves, we have a good idea of the kind of tools our clients need to get the job done. If the job has to rely on the use of the IT department to update the events on their website, or the sales team to do nurture marketing instead of closing deals, then resources are being wasted and productivity is falling. Bottom line is that their ROI isn’t what it could be.

Now that you have an idea of what we mean by a “central platform,” here are a few items that help make marketing more productive and less dependent on outside resources:

Campaign Management: Marketbright’s campaign management tools allow any nontechnical person to easily create quarterly campaign plans that are automatically tied to powerful reporting and tracking tools. The result is streamlined budgeting capabilities and seamless campaign management.

Lead Nurturing:  approach is unique in the marketplace because it has automated the difficult task of managing multi-touch campaigns and the resulting, often complex flows. The platform provides an easy way to deploy and manage multi-touch campaigns across all marketing channels.

Resource Center: is the easy to use solution to keeping relevant content and marketing collateral updated on your website. Your company’s most recent case studies, white papers, and product brochures will be readily available to potential prospects without any edits to your website

Event Center: is a great addition to Marketbright’s Event Management solution. Without the help of your IT department, the Event Center automatically publishes all of your upcoming on and offline events directly to your website.
As mentioned before, Marketbright incorporates aspects from multiple departments in its platform to create one central hub. It also helps align Sales and Marketing to act as one organization. With the use of lead nurturing and lead management, Sales and Marketing are able to work together to get the most out of your lead generation.

Lead Scoring: One of Marketbright’s key strengths is scoring leads so only the best leads go directly to sales. Marketbright’s platform automatically sorts and prioritizes leads based on customizable rules. Marketbright’s lead scoring system features:

• Highly customizable rules to generate more accurate lead scores.
• Intelligent monitoring of customer activity, including web pages visited, time spent on the site, and visits from multiple people from the same company.
• Validation of data entered onto lead forms helps weed out inauthentic leads by scoring them lower.

Just as the collaboration between Sales and Marketing effects the quality of the contacts in the pipeline, a consolidation of data between Marketing and Sales gives a full view of the path a contact took to becoming a customer.  Marketbright’s marketing analytics provides insight into the sale funnel and instant feedback as to what’s performing well and what’s not, allowing for on the spot campaign optimization.

Marketing Analytics: Marketbright analytics enables closed loop marketing that equates to traceable return on investment. Marketbright’s pre-integrated platform is designed from the ground up to provide a 360 degree view of all customer interactions:

• Visibility and metrics from campaign to cash
• Data consistency across all customer interactions
• Access to reporting for campaigns at-a-glance.
• Visibility into what’s working, and what’s not
• Automated profiles of promising prospects for targeted follow up

By understanding where marketing resources and budget are being lost, Marketbright fills in the gaps to improve your productivity. A centralized marketing automation platform brings in all the different resources used by Marketing and combines it into one solution. If you’re interested in learning more about Marketbright, please visit us at www.marketbright.com