How the Right Marketing Automation Platform Saves You Time and Money

blog title bluenose keri keeling 351x200 How the Right Marketing Automation Platform Saves You Time and Money

TONY:

You’re the VP of Customer Success and Operations. What does that entail?

KERI:      

My career has been in customer success, and that’s my primary focus at Bluenose. My goal is to grow and retain loyal customers and ensure that our software delights them and exceeds their needs.

In 2015, I also took on the responsibility of leading our marketing efforts. Bluenose produces a lot of rich content that supports our users – customer success stories, weekly blog posts about best practices, and more. I wanted to leverage these assets to nurture and engage our prospects and customers. I inherited Marketo as our marketing automation platform, so that was the tool that was available to help me.

TONY:

What were you hoping Marketo would provide?

KERI:      

I knew I needed software that would streamline the process of building campaigns and reporting on their success. And I’m not a technical person, so it also had to be easy to learn and use. The faster I could implement my marketing strategy, the more time I would have to enable the success of our customers and prospects.

TONY:

How was your experience with Marketo?

KERI:      

I found Marketo’s interface difficult to use. I felt like I had to spend an entire day doing something I should be able to accomplish with three clicks. And sometimes there were several different ways to accomplish a task, so it was hard to remember what approach was best. It was all very challenging. I might have fared better if I were an expert in HTML, CSS, and JavaScript, but I’m not.

TONY:

What did you do?

KERI:      

I began looking for a new platform. My brief experience with Marketo brought my needs into sharp focus, and clarified what I expected from marketing automation software. It had to be easier to use, and I wanted to know that the support I would need was available.

TONY:

How did you choose Act-On?

KERI:      

We created a comprehensive list of requirements that covered everything from customer experience to campaign performance reports, but the most important was usability and how independently I could work in the software.

Bluenose is a fast-growing company and I needed to be nimble, so my litmus test was to see how quickly I could build a landing page and deploy an email in Act-On without any prior experience or help. And it worked. In less than an hour I had a branded email template and a fully functioning landing page in place. The fact that Act-On passed my test with flying colors is what sold me on the product.

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