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MRM Software


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SharpSpring logo
 
SharpSpring is a fully integrated cloud-based marketing tool that offers customer relationship management, marketing automation, mobile and social marketing, sales team automation, customer service and more, all within one solution. SharpSpring... Read More
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SharpSpring is a fully integrated cloud-based marketing tool that offers customer relationship management, marketing automation, mobile and social marketing, sales team automation, customer service and more, all within one solution. SharpSpring... Read More
 
Act-On logo
 
Established in 2008, Act-On is a comprehensive marketing automation tool designed to offer a complete suite of applications, including email marketing, website visitor tracking, lead management, social media management, reporting and... Read More
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Established in 2008, Act-On is a comprehensive marketing automation tool designed to offer a complete suite of applications, including email marketing, website visitor tracking, lead management, social media management, reporting and... Read More
 
Net-­Results logo
 
Net-Results is digital marketing software built by and for data-driven marketers. The marketing automation system will work for companies of any size and offers multiple pricing scales. The system has native integrations with major... Read More
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Net-Results is digital marketing software built by and for data-driven marketers. The marketing automation system will work for companies of any size and offers multiple pricing scales. The system has native integrations with major... Read More
 
ActiveDEMAND logo
 
ActiveDEMAND is a web-based marketing tool designed specifically for marketing agencies. Subscriptions are based on the number of contacts loaded into the application rather than the number users, so agencies are able to create sub-accounts... Read More
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ActiveDEMAND is a web-based marketing tool designed specifically for marketing agencies. Subscriptions are based on the number of contacts loaded into the application rather than the number users, so agencies are able to create sub-accounts... Read More
 
Cosmos Integrated Marketing Portal logo
 
Integrated Marketing Portal (IMP) by Cosmos Communications is a marketing solution serving large companies in industries including accounting, agriculture, education, energy, insurance, manufacturing, non-profit, retail, telecommunications... Read More
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Integrated Marketing Portal (IMP) by Cosmos Communications is a marketing solution serving large companies in industries including accounting, agriculture, education, energy, insurance, manufacturing, non-profit, retail, telecommunications... Read More

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SAM logo
 

SAM

SAM is a web-based, fully integrated sales and marketing system. The main features of the system include email marketing, social marketing, content marketing, direct marketing, SEO, visibility, marketing intelligence, and marketing... Read More
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SAM is a web-based, fully integrated sales and marketing system. The main features of the system include email marketing, social marketing, content marketing, direct marketing, SEO, visibility, marketing intelligence, and marketing... Read More
 
Revel logo
 
Revel is a cloud-based business platform that integrates operations and customer channels with point-of-sale (POS) functionality in a single dashboard. It is suitable for stores and restaurants of all sizes and provides users with... Read More
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Revel is a cloud-based business platform that integrates operations and customer channels with point-of-sale (POS) functionality in a single dashboard. It is suitable for stores and restaurants of all sizes and provides users with... Read More
 
Salesforce Marketing Cloud logo
 
Salesforce Marketing Cloud is a part of Salesforce.com family that offers robust social marketing solution to help businesses create and manage the social presence on a variety of social media sites. The solution offers multiple functionalities... Read More
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Salesforce Marketing Cloud is a part of Salesforce.com family that offers robust social marketing solution to help businesses create and manage the social presence on a variety of social media sites. The solution offers multiple functionalities... Read More
 
Yotpo logo
 
Yotpo is a cloud-based content marketing platform that provides e-commerce sites with functionality for reviews, ratings, questions and answers, as well as other forms of user-generated content. Yotpo helps users manage the customer... Read More
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Yotpo is a cloud-based content marketing platform that provides e-commerce sites with functionality for reviews, ratings, questions and answers, as well as other forms of user-generated content. Yotpo helps users manage the customer... Read More
 
SALESmanago Marketing Automation logo
 
SALESmanago is a cloud-based, standalone Marketing Automation tool that is useful in virtually any industry. The program is iPad friendly, accessible on any connected mobile device, and applicable to both B2B and B2C businesses. Users... Read More
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SALESmanago is a cloud-based, standalone Marketing Automation tool that is useful in virtually any industry. The program is iPad friendly, accessible on any connected mobile device, and applicable to both B2B and B2C businesses. Users... Read More

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SAP - CRM logo
 
SAP's powerful CRM solution arms medium and large companies with actionable customer insights, streamlined workflow and advanced reporting. Users will see improved efficiency, productivity and sales and marketing success.
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SAP's powerful CRM solution arms medium and large companies with actionable customer insights, streamlined workflow and advanced reporting. Users will see improved efficiency, productivity and sales and marketing success.
 
Oracle Marketing Cloud logo
 
Oracle Marketing Cloud is a software-as-a-service solution that meets the needs of both the B2B and B2C marketer. Oracle Marketing Cloud (previously Oracle, Responsys, BlueKai, Compendium, and DataLogix) is an email marketing automation... Read More
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Oracle Marketing Cloud is a software-as-a-service solution that meets the needs of both the B2B and B2C marketer. Oracle Marketing Cloud (previously Oracle, Responsys, BlueKai, Compendium, and DataLogix) is an email marketing automation... Read More
 
Bynder logo
 
Bynder offers a selection of branding, marketing and digital asset management (DAM) tools for businesses of all sizes from the smallest SMB to the largest multinational enterprise. Bynder’s DAM is designed to help companies manage,... Read More
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Bynder offers a selection of branding, marketing and digital asset management (DAM) tools for businesses of all sizes from the smallest SMB to the largest multinational enterprise. Bynder’s DAM is designed to help companies manage,... Read More
 
Adobe Marketing Cloud logo
 
Adobe Marketing Cloud is an integrated digital marketing suite that enables businesses of all sizes to organize, access and personalize their marketing content. The suite features a wide set of solutions, including Adobe Analytics,... Read More
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Adobe Marketing Cloud is an integrated digital marketing suite that enables businesses of all sizes to organize, access and personalize their marketing content. The suite features a wide set of solutions, including Adobe Analytics,... Read More
 
LeadMaster logo
 
LeadMaster is a SaaS-based all-in-one lead management solution that offers capabilities to capture, track and follow up with leads. The solution comprises of integrated modules for sales force automation, customer relationship management,... Read More
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LeadMaster is a SaaS-based all-in-one lead management solution that offers capabilities to capture, track and follow up with leads. The solution comprises of integrated modules for sales force automation, customer relationship management,... Read More

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Asset Bank logo
 
Asset Bank is digital asset management software that can be deployed either on-premise or in the cloud. The solution is suitable for the needs of large organizations. Asset Bank enables users to share and manage all digital assets... Read More
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Asset Bank is digital asset management software that can be deployed either on-premise or in the cloud. The solution is suitable for the needs of large organizations. Asset Bank enables users to share and manage all digital assets... Read More
 
Percolate logo
 
Percolate is a Web-based digital marketing management solution designed for midsize and large companies. It offers content management, brand and channel management and social media management within a suite. This system allows businesses... Read More
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Percolate is a Web-based digital marketing management solution designed for midsize and large companies. It offers content management, brand and channel management and social media management within a suite. This system allows businesses... Read More
 
ONTRAPORT logo
 
ONTRAPORT provides a customer relationship management (CRM) system for small and growing businesses looking to automate marketing and sales efforts. The solution includes tools for email marketing, lead scoring, lead nurturing, lead... Read More
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ONTRAPORT provides a customer relationship management (CRM) system for small and growing businesses looking to automate marketing and sales efforts. The solution includes tools for email marketing, lead scoring, lead nurturing, lead... Read More
 
Teradata Integrated Marketing Cloud logo
 
Teradata’s Integrated Marketing Cloud is a broad suite of marketing tools that allows enterprise-level businesses to unify campaign processes, data, resources and performance analytics—which, in turn, helps improve customer experiences... Read More
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Teradata’s Integrated Marketing Cloud is a broad suite of marketing tools that allows enterprise-level businesses to unify campaign processes, data, resources and performance analytics—which, in turn, helps improve customer experiences... Read More
 
SproutLoud logo
 
SproutLoud is a cloud-based brand management solution designed for medium and large size enterprise customers. It offers asset management, approval and search functionalities within a suite. SproutLoud brand management is a part of... Read More
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SproutLoud is a cloud-based brand management solution designed for medium and large size enterprise customers. It offers asset management, approval and search functionalities within a suite. SproutLoud brand management is a part of... Read More
 

Buyer's Guide

by Craig Borowski,
Market Research Associate
Last Updated: August 19, 2017


These days, marketers are faced with a growing number of digital channels they can use to engage with customers at a much quicker pace than ever before.

Because of this, there are more moving parts to track over shorter periods of time when organizations are planning and measuring marketing campaigns. To keep pace in today’s digital environment, marketers must use their internal resources wisely.

This is where marketing resource management (MRM) comes in. MRM acts as the "administrative backbone" for day-to-day marketing operations by helping companies track and use their marketing resources more efficiently.

This guide will help you learn more about MRM software systems so you can make the right purchase decision for your business.

Here's what we'll cover:

What Is Marketing Resource Management Software?
Common Marketing Resource Management Software Functionality
Benefits of Marketing Resource Management Software
Market Trends to Understand

What Is Marketing Resource Management Software?

In a nutshell, MRM software helps users manage the back-end process of marketing. It allows companies to more efficiently plan, manage and execute on marketing programs and campaigns. It also helps companies make sure they maintain a consistent brand image across marketing and communication channels.

An MRM system typically includes capabilities for planning, budgeting and tracking marketing activities, as well as tools for managing digital brand assets, workflows and approval processes.

 

Microsoft Dynamics' marketing resource management interface

 

Microsoft Dynamics' marketing resource management interface

Common Functionality of Marketing Resource Management Software

MRM software typically offers functionality for strategic planning and financial management, asset and project management and, to some degree, reporting and analysis. The exact functionality offered may vary from vendor to vendor.

Common Functionality of Marketing Resource Management Software

Financial planning Tracks expenses, schedules and resources needed to execute campaigns. Users can link marketing objectives to expected results for each program and campaign.
Project management Organizes the marketing production process and allows users to report their progress and view upcoming activities.
Workflow automation Automates common tasks, such as content approvals and cost and expense tracking, to help organizations work more efficiently.
Calendaring Offers a shared view of marketing activities with associated time frames.
Digital asset management Stores and provides shared access to marketing assets, such as images, videos, documents, marketing materials and logos.
Reporting and analysis Provides reports on marketing efficiency, campaign performance, resource allocation and more.

Benefits of Marketing Resource Management Software

There are many benefits to using an MRM system, including the following:

Brand asset consistency. MRM systems often provide asset management to ensure that all marketing content is brand-compliant and meets usage specifications. It also helps marketing teams avoid inconsistencies in brand image and communication by allowing them to share materials and keep them out of silos.

Illumination of bottlenecks. A common challenge in any organization is identifying and eliminating bottlenecks. MRM software improves efficiency by tracking the resources used and their effectiveness at supporting a given campaign. This helps companies identify and resolve bottlenecks.

Shortened cycles. With functionality for shared planning and visibility, MRM software helps companies spend less time managing communications between different departments and functions. This shortens campaign cycles and helps launch marketing campaigns more quickly.

Reduced costs. MRM software helps companies see where their marketing team is overspending or under-investing so they can quickly reallocate marketing dollars to the best-performing initiatives. This reduces spending on media, production and materials that have a low return on investment (ROI).

Nuanced view of ROI. MRM software tracks every dollar spent and each resource allocated to marketing campaigns, showing how each contributes to the overall ROI. This helps companies make real-time adjustments and assess how to improve resource allocation in future campaigns.

Businesses will see additional benefits by combining an MRM system with marketing automation software and other marketing tools, such as:

These tools reduce time spent on manually managing people, assets and content and help create a holistic, integrated view of marketing operations and campaign health.

Market Trends to Understand

Here are a few market trends you should consider before selecting a marketing resource management software platform:

Trend toward of cloud-based solutions. Cloud-based solutions, also known as software-as-a-service (SaaS), provide flexibility in terms of investment in the digital infrastructure, which further reduces strain on the IT budgets of small and midsize businesses (SMBs). Cloud-based software is usually available on a subscription basis with monthly or annual billing models.

Marketers in SMBs prefer cloud-based solutions, as they provide data security and disaster recovery modules at prices that suit their limited budgets. Cloud-based models enable organizations to embrace technology initiatives, such as bring your own device (BYOD) and bring your own phone (BYOP).

Integration of reporting and analytics tools. Advanced analytics solutions generate real-time dashboards and reports to enable data-driven decisions. As a result, marketers are gaining interest in using analytics tools to monitor customer behavior, track campaign performance and draw insights. They are also looking for intuitive data visualization capabilities to create data summary reports and presentations. Software vendors are responding to these requirements by providing analytics tools that are easy to use and require no external IT support for data analysis.

Use of mobile devices. Marketers are seeking solutions that offer mobile access, which helps organize processes and review campaign performance from anywhere. Moreover, advanced applications offer live chat collaboration features that help team members communicate on-the-go. This functionality also enables team managers to review documents and share feedback from remote locations.

Social media marketing. Successful use cases involving social media as a marketing tool have created demand among marketers to use this channel to promote products and services. Platforms such as Facebook, LinkedIn and Twitter enable marketers to filter their audience into niche segments and target each segment based on their distinct tastes and preferences. Software vendors are updating their solutions with social media marketing functionalities or integrating them into existing tools.

It is important to keep the messaging and branding consistent across social media marketing campaigns to spread awareness and engage customers. In addition, social media tools enable marketers to organize promotional campaigns to retain customers with regular brand communication.

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