Predictive Response Delivers
I've been comparing email marketing options and Predictive Response (PR) is looking like the best option for SalesForce.com users. The level of integration with the CRM simply can't be beat by such vendors as Vertical Response and BridgeMail. I am even more convinced PR must have a pretty tough package to beat given that earlier this week when I was exchanging messages with a BridgeMail representative the conversation abruptly came to an end when I politely asked him to clarify the business case for their service over PR. He has not responded back since.
On the other hand, PR's responsiveness in making the case for their service over BM was in keeping with my general experience of how they operate. These are people you can reach at 7pm on a Friday evening, and who will be happy to help however they can. Based in CA, with apparently all their tech support based there also, they offer a great product delivered with great support.
The two things I like most about PR are 1) the integration with SFDC, so that you don't have to maintain two sets of lists when SFDC is already a list management system; and 2) the ability to continually refine email marketing campaigns based on recipient behavior. You can see which links they follow in any email you send, which pages on your webite they then visit, which links on those pages they click, how long they watch any video, and so on. And it all funnels directly into SFDC, so that you can report on it right along with all your Opportunity data. And of course, it all feeds back to your campaigns' ROI as well.
Another element Kevin at PR pointed out to me is that PR is campaign based, not list based, in how it "thinks" about marketing. With a list based system like BridgeMail, if someone signs up for your newsletter mid-month, the only way you can send them that month's newsletter is to resend to the entire list. With PR, you simply add them to the campaign and SFDC keeps track of who within the campaign has or hasn't been sent which newsletters. So you then just send to the ones who haven't already received it.
The entire "drip campaign" approach of PR is a marketing winner. As you get feedback on what is working or not for given INDIVIDUALS, you refine your methods of marketing TO THEM. The system moves them from one campaign to another based on their behavior. Making it more and more likely they will like what they see enough to make a purchase or engage a sales rep about a possible purchase (i.e. convert to an Opportunity).
You may note that this review talks a lot about Predictive Response in comparison with BridgeMail, without mentioning Vertical Response. That is because VR merits an article all its own, which will follow next week. As a preview though, expect PR to stack up quite favorably in my view. It is simply the best email marketing package for SFDC users that I have come across. If you know a better one, please bring it to my attention.
On the other hand, PR's responsiveness in making the case for their service over BM was in keeping with my general experience of how they operate. These are people you can reach at 7pm on a Friday evening, and who will be happy to help however they can. Based in CA, with apparently all their tech support based there also, they offer a great product delivered with great support.
The two things I like most about PR are 1) the integration with SFDC, so that you don't have to maintain two sets of lists when SFDC is already a list management system; and 2) the ability to continually refine email marketing campaigns based on recipient behavior. You can see which links they follow in any email you send, which pages on your webite they then visit, which links on those pages they click, how long they watch any video, and so on. And it all funnels directly into SFDC, so that you can report on it right along with all your Opportunity data. And of course, it all feeds back to your campaigns' ROI as well.
Another element Kevin at PR pointed out to me is that PR is campaign based, not list based, in how it "thinks" about marketing. With a list based system like BridgeMail, if someone signs up for your newsletter mid-month, the only way you can send them that month's newsletter is to resend to the entire list. With PR, you simply add them to the campaign and SFDC keeps track of who within the campaign has or hasn't been sent which newsletters. So you then just send to the ones who haven't already received it.
The entire "drip campaign" approach of PR is a marketing winner. As you get feedback on what is working or not for given INDIVIDUALS, you refine your methods of marketing TO THEM. The system moves them from one campaign to another based on their behavior. Making it more and more likely they will like what they see enough to make a purchase or engage a sales rep about a possible purchase (i.e. convert to an Opportunity).
You may note that this review talks a lot about Predictive Response in comparison with BridgeMail, without mentioning Vertical Response. That is because VR merits an article all its own, which will follow next week. As a preview though, expect PR to stack up quite favorably in my view. It is simply the best email marketing package for SFDC users that I have come across. If you know a better one, please bring it to my attention.
Labels: CRM, marketing, Recommended_Apps
posted by Dutton at
12:27 PM
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