Marketing Automation Usability
Usability is defined in ISO 9241 as follows:
There are 5 key aspects to this sentence:
- Specified Users
- Effectiveness (doing the right things)
- Efficiency (doing things right)
- Satisfaction
- Specified context of use
Market2Lead has focused heavily on providing ease of use and high usability in the context of mature enterprises with several marketing users of the system. We expect our users wish to run sophisticated lead nurturing campaigns and examine their results in great detail. They will understand the value of clean data and accurate reporting. There are likely to be a mix of creative and operations focused staff using the system and they expect to be served equally well by the user interface.
To help marketers be more effective Market2Lead has:
- Built in best practices wizards for creating campaigns, programs, imports and more
- Error checking and validation to ensure you get great results
- Enough intelligence to be able to pick the best next offer for an individual all by itself
- Extensive out of the box reports on campaign effectiveness
To help marketers be more efficient Market2Lead offers:
- Extensive reuse of assets such as forms, lists, templates, offers and more
- Deep copy of programs so new programs can be created with a few key strokes
- Build and launch a multi-step lead nurturing program with multiple lists, offers, landing pages, forms, and emails in under an hour.
- Dynamic navigation and folders for organizing assets
If you are part of a larger organization, or have a more sophisticated operating environment, then the context of your use will drive towards systems such as Market2Lead which strive for high usability.