Ahh, the 1970s…. Never mind the hindsight on how devastating a product like cigarettes are to our health… Never mind the totally un-PC attitude of featuring a woman with a black eye in today’s society… Never mind that vice products (like booze and tobacco) were the among the first to be accused of using subliminal messages in their shills (com’on, nobody had their teeth bleached back then, and there was no Photoshop; her teeth were cleaned manually by a very good graphic artist though. So what’s the point of this?
Ahh, the 2010s… We’ve come a long way, baby (pun intended). Nevermind that technology has advanced us so far that print ads are a joke in some Marketing circles. Never mind that smoking is on the wane, but tattooing and body piercing is on the rise. Never mind that it is just as incredibly easy to switch cloud based services as it is cigarette brands or laundry detergent, for that matter. The point is that customers may be just as fickle as ever. Or maybe not.
You see, we recently read a Business2Community post by Jessica Iansmith (@jessicaiansmith) in which she described switching from using Marketo to HubSpot. It even garnered the attention of HubSpot CEO Brian Halligan (@bhalligan), who took the time to comment on the post. Mind you, this was also a career switch for the former senior Marketing strategist, who oversaw the implementation of the Marketo platform for her employer and is now an account manager for a Tennessee-based HubSpot partner, obviously helping sell the HubSpot solution. We don’t mind that she is happy to write with such harmless, expected bias; rather we are ecstatic that she is smart enough to leverage her career because of her still relatively rare knowledge of Marketing Automation and has now set out to help bring this “fire of the gods” to other Marketers. Hopefully her previous employer can find another Marketo user if the more junior Marketing strategists aren’t up to speed. We wish her luck and welcome her into the still-evangelistic movement of which Allinio is also a part.
Now as a platform-agnostic services provider, Allinio has seen multitudes of Marketo and HubSpot customers, in addition to users of vendors like Pardot, Act-On, Silverpop, Net-Results, and many others. Most of these customers are “brand new” and just getting over the learning curve or starting to come to grips with the incredible transforming tool that Marketing Automation is. We’ve seen some go from HubSpot to Marketo and some go from Marketo to Hubspot. The other platform vendors have lost and gained their competitors’ customers, although there are still a lot more “newbie” customers to win over. We’ve also witnessed companies that have switched Marketing Automation platforms a mind-boggling three to four times in just as many years. We won’t say who, but it wasn’t the Marketing Automation platforms’ fault and we were happy to see one of those companies’ Marketing VP get shown the door after such adoption incompetance.
So our point is, why switch? We’ve heard many reasons, among which these are the most frequent:
– The salesperson for Vendor A outright lied to us about Vendor B, which was a better fit.
– The integration with our non-Salesforce CRM is not as robust as we thought it would be.
– The demo the salesperson gave us for Vendor C was smooth, but once we dived into the UI and jargon we realized it was a lot harder to understand, and the vendor’s customer support organization either ignored us pushed us towards their consulting partners.
– We don’t need all the bells and whistles that came with particular platform.
– It doesn’t do what we thought it would do. (little did Marketers in this bucket have any idea of the content creation challenge that lay ahead of them)
If you decide to switch, contact us first. We may save you the trouble by showing you how to use your existing Marketing Automation platform properly. Or we can set you on the path for a better fit, but the former usually happens, not the latter. And if you don’t have a platform yet, call us before you talk to a vendor that pushes only one solution. One size does not fit all.
So have you switched? Thinking about it? Why? Feel free to start a discussion here. We don’t necessarily want you to “fight” to stay with a vendor, but we don’t want you to assume the fetal position and give up easily either. Tell the Marketing Automation community just what is going on…