The Marketer's Guide Crafting a Winning Marketing Automation RFP

Marketing automation is a game-changer for businesses looking to scale their marketing efforts and drive revenue growth. But with so many options available, choosing the right platform can be overwhelming. That's where a well-crafted Request for Proposal (RFP) comes in.

Contents

• Step 1: Define Your Goals and Requirements
• Step 2: Outline Your Evaluation Criteria
• Step 3: Develop Your RFP Questions
• Step 4: Create a Clear Submission Process
• Step 5: Evaluate and Select Your Partner
• Need Help with Your Marketing Automation RFP?
• Putting It All Together

Step 1: Define Your Goals and Requirements

Before diving into the RFP process, take the time to clearly define your marketing automation goals and requirements.

• What specific technical and business challenges are you looking to solve?
• Do you need advanced omni-channel features for consistent recommendations?
• Are you looking for a platform that integrates seamlessly with your CRM?

Remember to include your colleagues from frontend, backend, data guys, security and procurement. They also have requirements.

For example, if you're an Ecommerce company looking to increase customer engagement and drive sales, your requirements might include:

• AI segmentation capabilities based on customer behavior and purchase history
• Automated marketing campaigns such as abandoned cart recovery to recapture lost sales
• Personalized product recommendations and cross-sell/upsell campaigns
• Seamless integration with your ecommerce platform (such as Shopify or Magento) for real-time data syncing and order tracking
• Comprehensive reporting and analytics to measure campaign performance and ROI

Step 2: Outline Your Evaluation Criteria

Next, determine the criteria you'll use to evaluate potential vendors. This might include factors like:

• Feature set and functionality
• Ease of use and user experience
• Integration capabilities
• Pricing and contract terms
• Customer support and training resources
• Previous experience

Be sure to prioritize your criteria based on what's most important to your business. For instance, if you have a small marketing team, ease of use might be a top priority, while a larger enterprise may prioritize advanced security features, such as audit logs, SSO or having private instances.

Step 3: Develop Your RFP Questions

Now it's time to craft your RFP questions. Break them down into key sections, such as:

• Company background and experience
• Platform features and capabilities
• Implementation and onboarding process
• Pricing and contract terms
• Customer support and success resources

Within each section, ask specific, open-ended questions that will give you insight into the vendor's strengths and weaknesses. Avoid yes/no questions, and instead ask for examples and case studies to back up their claims.

For example, instead of asking "Do you offer A/B testing capabilities?" try "Describe your platform's A/B testing functionality. Provide an example of how a customer has used this feature to improve their marketing results."

Step 4: Create a Clear Submission Process

Make it easy for vendors to respond to your RFP by providing clear submission instructions and deadlines. Include details like:

• RFP timeline and key dates
• Submission format (e.g., PDF, online form)
• Point of contact for questions
• Evaluation and selection process

Most of the time you will send questions in Google Sheets / Microsoft Excel.

Step 5: Evaluate and Select Your Partner

Once you've received all of the vendor responses, it's time to evaluate them based on your predetermined criteria. Create a scoring rubric to help you objectively compare each vendor's strengths and weaknesses.

For example, you might assign a score of 1-5 for each criterion, with 5 being the highest. Then, tally up the scores to see which vendors come out on top.

From there, schedule demos and follow-up conversations with your top contenders to get a better feel for their platform and team. Don't be afraid to ask tough questions and request customer references.

Need Help with Your Marketing Automation RFP?

Crafting a comprehensive and effective marketing automation RFP can be a daunting task, especially if you're new to the process. If you need guidance or want to ensure you're asking the right questions, feel free to reach out to me for a consultation.

With +10 years of experience in marketing automation and a deep understanding of the vendor landscape, I can help you define your requirements, create a tailored RFP, and evaluate vendor responses to find the best fit for your business.

Don't let the RFP process overwhelm you. Schedule a consultation today and let's work together to find the perfect marketing automation partner for your needs.

Putting It All Together

Crafting a winning marketing automation RFP takes time and effort, but it's worth it to find the right partner for your business. By following these five steps and being specific and strategic in your approach, you'll be well on your way to marketing automation success.

Remember, the key is to focus on your unique goals and requirements, and to ask the right questions to uncover each vendor's true capabilities. With a little legwork and due diligence, you'll find the perfect platform to take your marketing to the next level.