Criteria Weighting System 1 (e.g. Marketo)

System 2 (e.g. Pardot)

System 3 (e.g. Silverpop)

System 4 (e.g. Eloqua)

Implementation 50%Speed to market

Credentials

Case studies

Support provided

Documented and structured consultancy-led offer

Internal (client) resource requirements/expectations

Security 100%Data centre location and facilities (architecture)

Data hosting credentials and accreditations

Security documentation readily available

Clean data security record

Open to specific testing by client/third parties

Back-up and disaster recovery policies

Ongoing maintenance and monitoring

Regulatory compliance

Functionality 75%User interface usability/ease of use/intuitive

Workflows

Campaign management

Landing pages

Web forms

Email templates (design, build and management)

Email deliverability

Inbox and spam checking

Personalisation and dynamic content

Testing ability

Cont’d

Criteria Weighting System 1 (e.g. Marketo)

System 2 (e.g. Pardot)

System 3 (e.g. Silverpop)

System 4 (e.g. Eloqua)

Data management 75%Database management

Data integrity management

Lead scoring

Segmentation

Scalability (volume)

Marketing permission management (unsubscribes)

Subscription management

CRM integration 50%Ease of integration approach/technical requirements

Real-time integtration/flow of leads

Bespoke integration rules

User view of MA activity from within CRM

Contact history and engagement tracking

Campaign tracking

Lead and opportunity management

Sales integration

Additional 50%Future proofing/development cycle

Social media integration

Event management and webinars

SMS functionality

Ongoing support and training

Reporting 50%Campaign reporting

Multi-channel integration/closed loop

Dashboards

Delivery mechanisms

Format/look and feel

Ease of set-up and deployment

Cont’d

Criteria Weighting System 1 (e.g. Marketo)

System 2 (e.g. Pardot)

System 3 (e.g. Silverpop)

System 4 (e.g. Eloqua)

Technical 25%Technical resource/capabilities required

IP configuration

Reputation and credentials for B2B marketing

Cost 50%Implementation

Monthly running cost

Licencing

Contract terms

Additional/hidden costs

Overall

Adjust weighting percentages based on client priorities. All ratings are based on a 1-5 scale when comparing all systems (5 - Great, 1 - Poor)