Over the past 5 years, Market2Lead’s solutions have powered more than 50 million leads for marquee customers such as Cisco, Citrix, and Tibco. And while the technical capabilities of the company’s tools have rarely been questioned, some competitors and analysts challenged the solution as being difficult to use and designed more for IT executives rather than marketing.
To its credit, the company absorbed that feedback and set out on a mission 18 months ago to create a new version of its solution with significant improvements around usability. The result of that journey has been unveiled this week in the company’s Release 4.0, which boasts a more interactive user interface designed to make the creation of demand generation campaigns faster and easier.
“Until now, the usability of on-demand marketing automation software declined as systems became more complex,” said Geoff Rego, co-founder and CEO, Market2Lead. “Our new user interface reverses that trend. It enables our software to provide marketers both the sophisticated functionality they desire and an interface that’s so intuitive, even entry level marketers can build marketing campaigns in as few as three easy steps. Our on-demand software helps marketers automate campaigns, deliver higher quality leads to their sales departments and save time.”
Incorporating feedback from its existing customer base on beta versions, Rego said Market2Lead set out to design a version that met the needs of the marketing executive, sales reps as well as the prospect responding to the system. While ease of use was a critical concern, Market2Lead also wanted to maintain its software’s capabilities to control automated lead nurturing campaigns through complex arbitration rules.
Features of Maket2Lead’s new user interface include:
• A new drag and drop graphical editor for automated campaign creation • Dynamic navigation improvements including direct access to opportunities so that marketing ROI can be measured • Greatly enhanced smart search functionality • New campaign, program, web form and list creation wizards • Many new operational reports for instant access to marketing results • Enhanced web services API that enables customers to configure automated imports and exports to and from their own custom data sources
Based on the feedback the company has received from its beta users, Rego predicted the new release will make the solution appealing to both novices and power users. “The wizards for creating campaigns, forms and target lists will help new users get up to speed and become productive very quickly. And the drag-and-drop graphical editor for building sophisticated nurturing campaigns makes this functionality accessible to marketers at all levels.”
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