EMAIL

MARKETING
Solution Study

Insights, Landscape, & Vendor Analysis

 EMAIL MARKETING
Solution Study

Table of Contents
1 Executive Summary 03

2 What is Email Marketing? 05

3 Email Marketing Maturity Model 08

4 Email Marketing Deployment Lifecycle 11

5 Vendor Selection Criteria 13

6 Email Marketing Solutions Landscape 16

7 Analyst Bottom Line 20

Action Plan 21

Our Solution Study Methodology 32

About 33
 EMAIL MARKETING
Solution Study

Executive Summary
 EMAIL MARKETING SOLUTION STUDY 4

Executive Summary
In the beginning it was email. Email Marketing is one of the pillars of
Demand Generation. It may be the first tool that many marketers use
This Solution Study covers:
to kick off their Demand Generation efforts, and one typically used as
a key component of any Digital Marketing effort.
What is Email Marketing?
Email Marketing is a highly versatile Demand Generation tool. It can be
used for lead generation; sales opportunity nurturing campaigns; major
events announcements, information, and registrations; and advertising,
social, and/or mobile marketing campaigns.
Benefits of Email Marketing

Our Email Marketing Solution Study will examine the landscape, vendors,
and solutions for the platforms and toolsets that provide the structure E-mail Marketing Deployment
email marketers need to create relevant, personalized Email Marketing Lifecycle
campaigns for each of their individual audiences.

Vendor Selection Criteria

Email Marketing Solutions

Landscape

Action Plan
THE EVOLUTION OF SHOPPER MARKETING EMAIL MARKETING SOLUTION STUDY 5

EMAIL MARKETING
Solution Study

What is Email Marketing?

 EMAIL MARKETING SOLUTION STUDY 6

What is Email Marketing?

Demand Metric defines Email Marketing as: Benefits of Email Marketing
The benefits of Email Marketing span most customer-
Strategies, processes, tools, and technologies that facing parts of a company, especially Marketing, Sales, and
support the development, deployment, manage- Customer Service. When visitors give you permission to email
ment, and measurement of email used for Marketing them, they are asking for relevant, pertinent information.
and Advertising. These benefits include:
Engaging your audience with a relatable experience.
Attracting the best sales prospects for your product/
Email Marketing involves relevant, personalized email that connects the service.
subscriber to the company, products, and services. It enables the company
Lowering the cost of marketing campaigns.
to develop and nurture a relationship with a subscriber over time.
Increasing website and blog traffic through SEO.
Providing a consistent customer experience via email
Role in Demand Generation for a specific buyer persona at a specific stage in the
Demand Metric considers Email Marketing to be an integral part of buyer’s journey.
Demand Generation. As the Demand Generation Framework (Figure 1)
Providing a more personalized, local experience.
illustrates, Email Marketing is primarily used by the Demand Generation
team and run, monitored, and measured by the Campaign Manager. In Building a stronger, more targeted email list.
larger organizations, a specialized Email Campaign Manager would be Nurturing leads to become sales opportunities.
responsible for these functions.
Improving the quality of social sharing, social
referrals, and social engagement by connecting email
to social channels.
Supporting message consistency across all channels.
 DEMAND GENERATION
Roles Matrix

ROLES RESPONSIBILITIES PROCESSES TECHNOLOGY CONTENT METRICS

Revenue Accountability Budgeting & Planning Web Content Management (WCM) Thought Leadership Blog Revenue by Channel
Senior Management Staffing & Channel Management Reviews & Coaching CRM Systems Webinar Presentations Customer Lifetime Value, NPS
Reporting to CEO/Board Recruitment & Retention Marketing Automation Platforms Conference Keynotes Return on Customer (ROC)

Brand Strategy Marketing Budget WCM Platforms Data Sheets, Whitepapers Market Share, Profitability
Strategic
Digital Marketing Strategy Agency Management Content Marketing Platforms Competitive Analysis Brand Equity
Communications
Social/Mobile Marketing Strategy Communications Management Social Media Platform Case Studies/Testimonials Content Usage

Demand/Lead Gen Strategy Advertising/Sponsorship Marketing Automation/Email Advertising/SEO Campaign ROI, Email Metrics
Demand Generation Inbound/Outbound Marketing Lead Generation Event Management Platforms Email Campaigns Marketing Qualified Leads
Sales Opportunity Management Tradeshows & Webinars Marketing Apps Platforms Webinars Contribution to Pipeline

Web Content Management Content Creation WCM, MA, & Marketing Apps Website & Blogs Content Views, Links Earned
Content Marketing Content Marketing Campaign Analysis Blogging & Video Marketing Whitepapers, eBooks Content Conversion
Content Distribution Content Scoring Content Marketing & Distribution Infographics, Podcasts, Videos Content Published

Virtual Events Online Event & Booth Design Event Marketing & Management Event Presentations & Webinars Webinar & Content Views
Event Marketing Webinars & Webcasting Audio/Video Web Conferencing Survey & Chat Platforms Virtual Environments Host & Sponsor Booth Visits
Conferences & Tradeshows Meeting Recording & Publishing Marketing Apps Platforms Promos & Marketing Collateral Avg. Time Spent in Environment

Search Engine Optimization Site Monitoring, Keyword Search WCM Platforms Keywords, Meta Content, & Tags Keyword Performance
SEO Management PPC & Paid Search Link Management SEO Platforms PPC Conversion Copy Links & Backlinks
Organic Search Page Optimization, Analytics Web Development Platforms Landing Pages Traffic & Conversion Metrics

Campaign Management Campaign Development CRM, MA, & Email Platforms Campaign & Advertising Content Campaign ROI, Email Metrics
Campaign Manager Online Advertising Monitoring & Measurement Online Advertising, Marketing Apps Email & Social Content Marketing Qualified Leads
Account-based Marketing, Sales Advertising Management Predictive Analytics Campaign Budgets Contribution to Pipeline

Database Marketing Product & Program Launch CRM & Marketing Automation Sales Sheets Avg. Revenue per User
Product Manager Marketing Apps Product Positioning Marketing Apps Platform Sales Presentations Avg. Order Value
Analytics & Metrics Product & Program Assessment Dashboard, Predictive Analytics Competitive Analysis Conversion & Renewal Rates
 EMAIL MARKETING SOLUTION STUDY 8

Email Marketing Maturity Model

A modern marketing organization that desires to align itself for Email Marketing Our Maturity Model shows the progression of an organization from Stage 1
must focus on eight core areas: (Undefined) to Stage 4 (World Class) that is characterized by the following best
practices:
Orientation covers how well defined the organization’s strategies and
processes for Email Marketing are addressed.
Level of Commitment
The strength of the commitment and the focus on excellence in Email
Leadership covers leadership’s level of commitment to email.
Marketing initiatives and campaigns drives other best practices.
Tools & Platforms focuses on the strength and sophistication of the
solutions the organization uses for email. Planning
Email Marketers create strategies, goals, and KPIs for every
Lead Generation covers how effectively the organization uses Email point of their Content Marketing effort.
Marketing for lead generation activities.
Processes
Content Marketing focuses on the relationship between email and Email Marketers develop measurable processes for each
content marketing strategies and activities. phase to ensure progress and success.

Cross-Channel Marketing focuses on the relationship between email, Resources

web, mobile, and social marketing activities. World Class Organizations ensure that sufficient resources (time, talent,
tools, money) exist for each initiative, campaign, and phase of their plan.
Budget & Staff covers how well resourced the organization is in time,
money, and talent dedicated to Email Marketing. Management
World Class companies effectively manage the change,
Metrics covers the strength of the analytics to monitor, track, and measure progress, and results of Email Marketing efforts.
Email Marketing efforts within the organization.

Demand Metric’s Email Marketing Maturity Model (on the next page) can be
used in combination with the vendor landscape analysis and charts detailed
in the Email Marketing Solutions Landscape section of this report.
 EMAIL MARKETING
Maturity Model

STAGE 4 - World-Class
STAGE 3 - Mature
STAGE 2 - Progressive
Email STAGE 1 - Undefined
Marketing Integrated, Enterprise-wide strategy for
Email Marketing exists; Campaigns are
Defined, integrated strategy and
Defined strategy and processes exist tracked by engagement & revenue
processes exist for Email Marketing
for Email Marketing in uncoordinated across the Enterprise
Orientation No defined strategy or process for
pockets in the organization
Email Marketing

Sees need for email nurturing Focused on creating compel-

Long-term commitment to Email
One-dimensional view of Email campaigns, optimizing for mobile ling content and personalized
Leadership Marketing as push/broadcast strategy devices and engaging subscribers via
Marketing integrated with other cross-
messaging; Analytics with lifecycle
channel activities and eCommerce
Social Media strategy & execution tools

Relies on no/low cost Email Comprehensive, end-to-end system

Platform with A/B split testing & auto Platform is integrated with CRM, MA,
Tools & Marketing platform with prede- with tight integration to Enterprise
responders exists; Trigger workflows, social experience and eCommerce
Platforms signed templates for newsletter or
form submissions & social sharing platforms (i.e. shopping carts)
CRM, MA, social and eCommerce
email promotions platforms

Personalized, localized content, with

Sporadic; Primary contact through Connected; Growing subscriber lists Engaged; Convergence of emails, social
Lead real-time delivery; Uses analytics and
newsletter or blog; No list growth for Email Marketing; Social Media and mobile content to drive leads from
Generation strategy integration web, marketing campaigns and events
insights to maximize performance of
email
 EMAIL MARKETING
Maturity Model
Email
Marketing STAGE 1 - Undefined STAGE 2 - Progressive STAGE 3 - Mature STAGE 4 - World-Class

Platform with CMS, lead scoring,

One-dimensional view of Content Sees need for rich content for emails; Long-term commitment to rich content,
Content activity tracking & social lead gen;
Marketing as website & Email Experimenting, testing and evaluating personalized email messaging & targeted
Marketing Marketing applications and tools list segmentation to optimize integration
eCommerce, CRM, MA & Enterprise
system integration

Cross-Channel Coordinated Email Marketing for Connects Email Marketing to Advertising Email, social & content integrated with
No defined cross-channel support
Marketing Sales, Marketing, blogs, web traffic (promos, online events, registrations, etc.) MA & metrics that include CMS, deliv-
for Email Marketing; May have social
(Web, Social, sharing
and social channels with usage & via landing pages, auto responders, social erability, reputability, reporting with
Mobile) response tracking media, coupons & mobile delivery segmentation & mobile optimization

Budget allocated, defined roles

Budget with business case to justify Budget connected to goals; Aligned
Budget & Budgets for website and Email Marketing; & tasks for Email Marketing;
spend; Dedicated roles for Email for max impact of integrated Digital
Staff Staff is contracted or Coordinator role Campaigns typically outsourced to
Marketing; In-house & outsourcing Marketing; Experienced, in-house staff
agency or consultant

Enterprise–wide dashboard
Dashboard monitors key email usage
Analytics to monitor & track usage & monitors content & personalization;
Metrics No formal measurements in place
response (open & delivery rates, CTRs)
and conversion; Metrics track opens,
intelligence for competition, delivery
clicks, forwards, purchases, registers, etc.
optimization, etc.

Want to rate your organization’s Email Marketing maturity with an

interactive tool? Download our Marketing Automation Maturity VIEW RESOURCE
Assessment and get started today!
THE EVOLUTION OF SHOPPER MARKETING EMAIL MARKETING SOLUTION STUDY 11

EMAIL MARKETING
Solution Study

Email Marketing
Deployment Lifecycle
 EMAIL MARKETING SOLUTION STUDY 12

Email Marketing Deployment Lifecycle

Stages of Deployment FIGURE 1
Email Marketing Deployment Lifecycle
We see six stages in the deployment of Web Email Management plat-
form, beginning with email design and progressing toward advanced
engagement analytics.

Figure 1, to the right, illustrates a common deployment cycle for Email 6

Marketing platforms. Generate
Performance 1
Design Templates
Analytics
& Newsletters

5 Email Marketing
Deliver Messages
Through Cross
Channels
Deployment
Lifecycle 2
Develop Sign-up
& Contact Forms

4
Create Campaigns
& Messaging 3
Manage Workflows
& Auto-responders
THE EVOLUTION OF SHOPPER MARKETING EMAIL MARKETING SOLUTION STUDY 13

EMAIL MARKETING
Solution Study

Vendor Selection Criteria

 EMAIL MARKETING SOLUTION STUDY 14

Vendor Selection Criteria

We recommend that organizations evaluate vendors in the Email
Marketing solution space based on the six key components reviewed in
the Email Marketing Deployment Lifecycle section of this report.

Vendor solutions can and will vary within the various components, Standard
in one area and Cutting-Edge in another, so it’s important to make sure the
vendor’s strengths match your primary requirements.

Figure 2 (on the next page) highlights key functionality according to the
level of complexity of the solution on the four tiers we evaluated, from
Basic to Cutting-Edge. Use this chart to determine the functionality that is
right for your organization.

Demand Metric’s Email Marketing Vendor Evaluation allows you

to compare and contrast several vendors at one time at each level VIEW RESOURCE
of functionality.
VENDOR SELECTION CRITERIA EMAIL MARKETING SOLUTION STUDY 15

FIGURE 2
Email Marketing Vendor Selection Criteria by Functionality Tier

Full Contact Management System, Landing Pages, Lead Scoring & Web Activity Tracking, Social Lead
CUTTING-EDGE Generation, Advanced Engagement Analytics

CRM, MA & Third-party Analytics Integration, List Management, Social & Mobile Optimization, Content Creation
COMPREHENSIVE & Management Platform, Advanced Segmentation, Deliverability & Reputation Management, Automated
Testing, Email Reporting & Analytics

STANDARD Trigger Workflows, Social Network Sharing Bars, Form Submission

BASIC Contact Lists, Email Templates, Segmentation for A/B Split Testing, Auto-responders, Social Sharing

NICHE SOLUTION FEATURES Email List Cleaning, Email Validation, Email Intelligence & Analytics
THE EVOLUTION OF SHOPPER MARKETING EMAIL MARKETING SOLUTION STUDY 16

EMAIL MARKETING
Solution Study

Email Marketing
Solutions Landscape
 EMAIL MARKETING SOLUTION STUDY 17

Email Marketing Solutions Landscape

History
Today, Email Marketing platforms offer a range of features and functions Several key facts emerged from this report, including:
that extend well beyond the basic design, creation, and delivery of emails
95% of companies that achieved revenue goals rated their Email
to the subscribers on your list.
Marketing programs as successful or very successful.
Most notably, platforms include extensions for social, mobile, and 74% of the companies that achieved revenue goals increased the
video applications, eCommerce and online sales, online communities, size of their email lists. But, as the next point shows, simply adding
advanced analytics, and enterprise platform integration. new addresses is not enough to ensure success. Emails must be
relevant and personal.
This has led to a tighter integration of Email Marketing and Content
Marketing, which is detailed in the Email Marketing Maturity Model Effective email campaigns featured the following factors:
section of this report.
Testing and optimizing email messages
The range of Email Marketing Solutions from basic to highly sophisticated Integrating email with other marketing tactics
means that all organizations can take advantage of email to stay
Segmenting Email Marketing lists
connected to their customers and subscribers. Much has been made of
reports that “email is dead,” and that subscriber rates are plummeting. Personalizing email messaging

A recent Demand Metric Benchmark Study (Email Marketing: Creating relevant and compelling content
Benchmarks by Revenue Attainment, April 2014) indicates that this is As the study noted, “Success with email is not random, but a function
far from true. of investing in the technology and processes to generate the desired
results. The organizations that are having the greatest success with
email are continually looking for ways to improve its use.”

It is important to keep the abovementioned factors in mind as we review

the vendor solutions, deployment, implementation, and action plans in
this report.
EMAIL MARKETING SOLUTIONS LANDSCAPE EMAIL MARKETING SOLUTION STUDY 18

Playing Field
In this study, we focused on vendors offering platforms with a We ranked vendors in this study on the following criteria:
technology infrastructure that supports multiple applications
Email Marketing Platform Capability
rather than one-off applications.
Email Form Design & Creation Functionality
Vendors were categorized based on what we believe is their
primary application focus, although many provide feature Delivery and Distribution of Emails
sets that blend from one platform category to the other. Testing and Optimization Features

Vendors in the Email Marketing space fall into one of Segmentation, Personalization, & List Management
five levels based on the depth and breadth of their email Social and Mobile Integration & Support
platform and applications, including their ability to manage
Email Workflow and Lifecycle Management
email across multiple distribution points.
Enterprise and Marketing App Integrations
Depth of Analytics Supported
eCommerce Capability
List Cleaning and Validation Services

Because of the tight integration between Email and Content

Marketing, we recommend that you review the Content VIEW RESOURCE
Marketing Solution Study as well as this one.
EMAIL MARKETING SOLUTIONS LANDSCAPE EMAIL MARKETING SOLUTION STUDY 19

The progression of Email Marketing platforms is shown in Figure 3, on the Niche – Niche vendors do not have the full functionality of the standard or
next page, and are categorized as follows: comprehensive solutions. Instead, they offer one or more unique features
that make them stand out in the market, or they provide a specialized
Basic – At the Basic level, platforms offer tools for the design, creation,
solution to a smaller segment of the market. For Email Marketing that
and delivery of email campaigns. Features include drag and drop
includes the cleaning, validating, and appending of email lists.
design, HTML editors, auto-responders, email tracking, and some
social media marketing integration.

Standard – At the Standard level, platforms include contact lists, Evolution of the Landscape
templates, segmentation for A/B split testing, and auto-responders.
As the Email Marketing landscape evolves, Demand Metric expects to see
Advanced features include trigger workflows, form submission, and
the following trends improve the success of Email Marketing Platforms:
social network sharing bars.

Comprehensive – At the Comprehensive level, platforms include Deeper insights and analytics to enable marketers to view and
1
newsletter templates, drag and drop editors for building newsletters, respond to user engagement with relevant content.
HTML and web forms, content filtering for email delivery, and auto-
Tighter integration between Email Marketing and Enterprise
responders. Added features connect with social networks, payment 2
systems for a holistic customer view.
systems, and shopping carts. Metrics may include subscriber
management, subscriber segmenting, and email performance analytics.
More personalized email with rich media and relevant content
3
Cutting-Edge – At the Cutting-Edge level, platforms include full contact through the integration of user social profiles.
management systems (from contact list to order entry), list management,
Increasing integration of email with other marketing
and segmentation. They offer lead scoring for email marketing, landing 4
campaigns for cross-channel and cross-platform effectiveness.
pages, web activity tracking, and social lead generation. These
platforms also offer full campaign lifecycle management, eCommerce Increasing reliance on data management functions for email
systems, and Enterprise CRM and MA integrations. 5
testing, reporting, and analytics across multiple channels.
 EMAIL MARKETING SOLUTION STUDY 20

Analyst Bottom Line

Email Marketing is a foundation pillar of Demand Generation.

As noted in the beginning of this report, for many marketing

organizations, Email Marketing was their first Demand Generation
activity.

Today, World-Class Email Marketing must involve an integrated

email, social, and content strategy, in which email is personalized
and targeted, aligned with centralized asset management, and
aggregated with performance metrics.

As Email Marketing evolves, users and customers will become

less tolerant of email that is not directly relevant to their needs
and the stage of their buying journey.

The right Email Marketing strategy combined with the right

platform and tools will ensure that the Modern Marketing
Organization uses email for optimum marketing success.
THE EVOLUTION OF SHOPPER MARKETING EMAIL MARKETING SOLUTION STUDY 21

EMAIL MARKETING
ACTION PLAN

Follow this simple, step-by-step methodology to develop an Email Marketing plan that increases sales,
builds customer insights, and grows brand awareness.
ACTION PLAN EMAIL MARKETING SOLUTION STUDY 22

1 Evaluate

2 Review Evaluate Your Maturity

3 Develop Utilize our Email Marketing Maturity Model to review the

different levels of maturity related to Email Marketing.

Complete our Demand Generation Maturity Assessment to

4 Understand
evaluate your systems and initiatives for Email Marketing along
with other Demand Generation activities.
5 Request

6 Identify VIEW RESOURCE

7 Select

8 Strategize

9 Train

10  Measure
ACTION PLAN EMAIL MARKETING SOLUTION STUDY 23

1 Evaluate

Understand The Roles Required For World

2 Review
Class Email Marketing
3 Develop
Evaluate the organizational impact of making the change from
your current systems and processes to an Email Marketing
4 Understand
platform.

Use our Demand Generation Roles Matrix to review the

5 Request company roles, responsibilities, processes, and technology that
may be impacted by the change.

6 Identify

7 Select
VIEW RESOURCE

8 Strategize

9 Train

10  Measure
ACTION PLAN EMAIL MARKETING SOLUTION STUDY 24

1 Evaluate

2 Review Build an Email Marketing Plan You Can Share

With Stakeholders

3 Develop
Develop a solid 12-18 month plan for your Email Marketing
program with our Demand Generation Strategy Scorecard.
4 Understand

5 Request
VIEW RESOURCE

6 Identify

7 Select

8 Strategize

9 Train

10  Measure
ACTION PLAN EMAIL MARKETING SOLUTION STUDY 25

1 Evaluate

2 Review Discover and Research Key Email Marketing

Vendors
3 Develop
Review our Email Marketing Vendors Matrix to learn about

4 Understand the key vendors/platforms in the Email Marketing space, and to

understand which vendors may work best for your organization.

5 Request

VIEW RESOURCE
6 Identify

7 Select

8 Strategize

9 Train

10  Measure
ACTION PLAN EMAIL MARKETING SOLUTION STUDY 26

1 Evaluate

2 Review Obtain Proposals From Your Short List of

Email Marketing Vendors
3 Develop
Request proposals from potential vendors to gather information
on products/services with our Email Marketing System RFP.
4 Understand

5 Request
VIEW RESOURCE

6 Identify

7 Select

8 Strategize

9 Train

10  Measure
ACTION PLAN EMAIL MARKETING SOLUTION STUDY 27

1 Evaluate

2 Review Learn More About Your Potential Vendors’

Product and/or Service
3 Develop
After receiving RFPs from potential vendors, schedule and attend
product/service demos with 3-4 vendors to get an up-close-and-
4 Understand
personal view of their solutions.

Follow these best practices:

5 Request
prioritize your requirements and use cases

6
send your use cases to vendor in advance of demo
Identify
define meeting length (max 1 hour) up front
don’t let vendor control the demo
7 Select
rate each vendor using a scorecard
have vendor demo their solution to your top use cases
8 Strategize
make list of key items that vendor doesn’t have clear answers for
set clear expectations around follow-up and timeframes
9 Train

10  Measure
ACTION PLAN EMAIL MARKETING SOLUTION STUDY 28

1 Evaluate

2 Review Find the Best Fit by Evaluating Vendors Using

Selection Criteria
3 Develop
Evaluate your top 3-4 vendors with our Email Marketing Vendor
Evaluation in order to help you make the best platform selection
4 Understand
for your organization and its needs.

5 Request

VIEW RESOURCE
6 Identify

7 Select

8 Strategize

9 Train

10  Measure
ACTION PLAN EMAIL MARKETING SOLUTION STUDY 29

1 Evaluate

2 Review Follow Proven Best Practices to Email

Marketing Success
3 Develop
Develop an implementation and communication plan to roll-out
the initiative across the organization and through your channels.
4 Understand
Use our Demand Generation Playbook to create your plan.

5 Request

6 Identify VIEW RESOURCE

7 Select

8 Strategize

9 Train

10  Measure
ACTION PLAN EMAIL MARKETING SOLUTION STUDY 30

1 Evaluate

2 Review Train Your Team About Email Marketing

3 Develop Develop an education and training plan for all affected personnel:
sales, marketing, operations, and channels.

4 Understand

S TA R T L E A R N I N G
5 Request

6 Identify

7 Select

8 Strategize

9 Train

10  Measure
ACTION PLAN EMAIL MARKETING SOLUTION STUDY 31

1 Evaluate

2 Review Track Key Email Marketing Metrics

3 Develop Measure, track, and analyze the progress of your Email Marketing
initiatives and programs with our Demand Generation Metrics
Dashboard.
4 Understand

5 Request VIEW RESOURCE

6 Identify

7 Select

8 Strategize

9 Train

10  Measure
 EMAIL MARKETING SOLUTION STUDY 32

Our Solution Study Methodology

The Modern Marketing landscape is an ever changing, ever evolving Our Digital Marketing report series includes Solution Studies on:
environment in which new strategies, technologies, vendors, and
Content Marketing
products appear continually.
Configure, Price, Quote (CPQ)
Demand Metric Solution Studies provide marketers with a focus
on a specific technology solution set or focus area so that they are Customer Relationship Management (CRM)
armed with the knowledge, information, and tools they need to Email Marketing
develop effective strategies and action plans for their organizations.
Enablement Knowledge Management
Each Solution Study involves hours of analyst research, draws infor- Marketing Automation
mation from interviews with vendor executives and established
Mobile Marketing
vendor clients for a specific technology solution, and is usually
accompanied by a mini Tool-kit of practical resources. Public Relations

Solution Study Tool-kits are designed to provide marketers with the Sales Communication
tools & templates they need to plan for an initiative in a given focus Sales Intelligence
area, analyze the vendor landscape, and select the best vendor for
Social Media Marketing
their organization.
Video Marketing
 About ANA

The ANA (Association of National Advertisers) makes a difference for indi-

viduals, brands, and the industry by driving growth, advancing the interests
of marketers and promoting and protecting the well-being of the marketing
community.

Founded in 1910, the ANA provides leadership that advances marketing excel-
lence and shapes the future of the industry. The ANA’s membership includes
more than 1,000 companies with 15,000 brands that collectively spend or
support more than $400 billion in marketing and advertising annually. The
membership is comprised of more than 750 client-side marketers and 300
associate members, which include leading agencies, law firms, suppliers,
consultants, and vendors.

Further enriching the ecosystem is the work of the nonprofit ANA Educa-
tional Foundation (AEF), which has the mission of enhancing the under-
standing of advertising and marketing within the academic and marketing
communities.
 About Demand Metric

Demand Metric helps Marketing teams get stuff done with practical tools,
training, and a simple, modern platform for managing work.

Our analysts identify best practices from fast-growing companies and

build Playbooks & Toolkits, Guides & Reports, Training Courses, and Project
Templates to help you optimize your processes, add structure to your depart-
ment, and get your team punching above their weight class.

Manage your work visually with our easy-to-use platform, built for small
marketing teams by design. See what your team is working on at a glance
so you can spend less time managing projects and more time knocking
stuff off your list.

Through strategic partnerships with the AMA, ANA, and AIPMM, our 1,000+
time-saving tools & resources have become the industry standard. Don’t
start from scratch! LEARN MORE
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THE EVOLUTION OF SHOPPER MARKETING EMAIL MARKETING SOLUTION STUDY 35

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