Infrastructure

All the Structure, Plus Simplicity

Functionally, MaaS Impact covers all the demand generation bases: outbound email, landing pages, Web site monitoring, lead scoring, multi-step nurturing programs, prospect database, analytics, Salesforce.com integration. It even adds A/B testing for landing pages, which you don’t see everywhere.

The MaaS Impact Lead Impact solution does away with traditional branches. Each campaign flow is presented as a list, and any deviation from the sequence is treated as a diversion to another flow. The list itself can be presented in a collapsed format with each step as a numbered item, or an expanded format where the actions taken at each step are exposed. Actions include adding or removing the lead from a list, changing a data value or score, sending an email, moving the lead to a different flow, removing it from all flows, and waiting a specified period of time. The system can also add the lead to a Salesforce.com database, assign or change the owner in Salesforce.com, and create a Salesforce.com task. Each action can be associated with a set of conditions that determine whether or not it is executed. One step can include multiple actions, each with its own conditions. The system can be told to execute only the first action whose execution conditions are met, which is one way to implement branching logic .

Campaign lists are built with another drag-and-drop interface, allowing users to layer multiple selection conditions. These can be based on lead data and constraints such as Web search terms, event frequency, and date ranges. Lists can be frozen after selection or dynamically refreshed each time they are used. Users can review the members of a list and click on a name to see its details, including the log of messages sent and activities recorded in MaaS Impact. Like other demand generation systems, MaaS Impact uses cookies to track the behavior of anonymous web visitors and merge these into the lead record if the visitor later identifies herself. Lead scores are calculated by adding or subtracting points for user-specified behaviors. These values can automatically be reduced as time passes after an event.

Leads can also enter a campaign through triggers. Trigger events can include clicking on a link, filling out a form, changing a data value, creating a new lead record, and being added to a list. The system reacts to triggers as soon as they happen, rather than waiting for lists to be updated.

MaaS Impact's integration with Salesforce.com also bolsters the claim to simplicity. The system feeds data to Salesforce in real time and receives data from Salesforce every five minutes. This will go to real time as soon as Salesforce permits it. The integration is based on the Salesforce Force.com platform, which allows new installations of MaaS Impact to connect with Salesforce in minutes. It also allows MaaS Impact fields to appear within the regular Salesforce tabs, instead of a tab of its own. The lead activity summary from MaaS Impact does appear separately within Salesforce.

Like the solution, MaaS Impact pricing is about as simple as it gets: a straight monthly fee. Click Here for more info on pricing.