Local Marketing Automation Tools 2014

M A R K E T I N T E L L I G E N C E R E P O R T:

Enterprise Local Marketing Automation Tools 2014: A Marketer’s Guide

A Digital Marketing Depot Research Report

M A R K E T I N T E L L I G E N C E R E P O R T:

Enterprise Local Marketing Automation Tools 2014: A Marketer’s Guide

Table of Contents Scope and methodology .......................................................................................................... 2 The local marketing imperative ............................................................................................... 3 Table 1: Projected local advertising spend, national vs. local advertisers (in $B) ........... 3 Table 2: Projected traditional vs. digital media local ad revenues (in $B) ....................... 3 Five elements of successful local marketing ........................................................................... 4 Table 3: Five steps to effective local marketing ............................................................... 5 Listing management ............................................................................................................. 5 Table 4: Sample listing distribution process (U.S.) ........................................................... 6 Local SEO ............................................................................................................................. 6 Local landing pages ............................................................................................................. 7 Online reviews and ratings (reputation management) ........................................................ 8 Local paid search/social ....................................................................................................... 8 Enterprise LMA tool capabilities: Identifying tasks for automation ..................................... 8 Listing management (including maps) ................................................................................. 9 Table 5: Selected LMA tool capabilities ........................................................................ 10 Paid media campaign management .................................................................................. 11 Mobile optimization ........................................................................................................... 11 Reputation management (online reviews and ratings) ...................................................... 11 Professional services ........................................................................................................... 12 Choosing an enterprise LMA platform .................................................................................. 12 The benefits of using enterprise LMA tools ....................................................................... 12 Recommended steps to making an informed purchase ................................................... 13 Step One: Do you need an enterprise LMA platform? ..................................................... 13 Step Two: Identify and contact appropriate vendors ........................................................ 14 Step Three: Scheduling the demo ..................................................................................... 14 Step Four: Check references, negotiate a contract ........................................................... 16 Conclusion ................................................................................................................................ 16 Vendor Profiles ........................................................................................................................ 17 Balihoo ............................................................................................................................... 17 Brandmuscle ....................................................................................................................... 18 BrightLocal ......................................................................................................................... 19 Chatmeter .......................................................................................................................... 20 Kenshoo Local .................................................................................................................... 21 LocalVox ............................................................................................................................. 22 Mediative ............................................................................................................................ 23 MomentFeed ...................................................................................................................... 24 Moz Local (Formerly Get Listed) ........................................................................................ 25 Placeable ............................................................................................................................ 26 Rio SEO .............................................................................................................................. 27 SIM Partners ....................................................................................................................... 28 SproutLoud ......................................................................................................................... 29 SweetIQ .............................................................................................................................. 30 Sycara Local ........................................................................................................................ 31 Universal Business Listing ................................................................................................... 32 Where 2 Get It..................................................................................................................... 33 Yext ..................................................................................................................................... 34 Resources ................................................................................................................................. 35

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Enterprise Local Marketing Automation Tools 2014: A Marketer’s Guide

Scope and Methodology This report examines the current market for enterprise local marketing automation (LMA) tools and the considerations involved in implementing LMA software. This report answers the following questions: • Why do enterprise brands need LMA software?

• What elements comprise successful LMA campaigns?

• What capabilities do enterprise LMA software tools provide?

• Who are the leading players in enterprise LMA software?

• How much does LMA software cost?

If you are considering licensing an LMA software tool, this report will help you decide whether or not you need to. The report examines LMA “must-have capabilities” vs “nice-to-have” features, and provides best practices for successful local marketing strategies and tactics. The focus of this report is on digital marketing media; traditional local marketing channels are not covered. The report includes recommended steps for choosing an LMA software tool, and contains profiles of 18 enterprise LMA tool vendors.

For the purposes of this report, LMA is defined as the use of software and services to automate one or more of the following digital marketing functions at the local level: search engine optimization (SEO); landing page design and development; paid media campaign management and execution; online listings management and distribution; and online brand ratings and review management. A critical component of LMA is the ability to support centralized corporate marketing and its local network with brand consistency and control that is combined with geographically targeted messaging.

This report focuses on LMA tools for multi-location brands or enterprises that sell or distribute their products and services through a large network of agents, dealers, retail locations, or franchisees. The vendors profiled in this report are representative of the choices available for local marketing automation; they are not a comprehensive list of LMA tool or platform vendors. LMA tools that target the small and mid-sized business (SMB) or microbusiness market are beyond the scope of this report. This report is not a recommendation of any LMA tool or company, and is not meant to be an endorsement of any particular product, service, or vendor.

This report was prepared by conducting in-depth interviews with leading vendors and industry experts. Interviews took place in March and April 2014. These, in addition to third-party research, form the basis for this report.

June 2014 Consulting Editor: Greg Sterling: Founder and President, Sterling Market Intelligence and author of Screenwerk (www.screenwerk.com) Research/Writer: Karen Burka, Senior Research Consultant Editor: Claire Schoen, VP, Marketing Services, Third Door Media

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Enterprise Local Marketing Automation Tools 2014: A Marketer’s Guide

The local marketing imperative Locally targeted ad spending by U.S. national brands will grow from $54.4 billion in 2014 to $68.9 billion in 2018, according to BIA/Kelsey’s U.S. Local Media Forecast (see Table 1). The projected 2018 total represents nearly half (43.4%) of all local advertising spend. More than two-thirds of the brands surveyed by BIA/Kelsey say they already invest in local marketing initiatives.

Table 1: Projected local advertising spend, national vs. local advertisers (in $B) $180.0 $160.0 $140.0 $120.0 $100.0

$56.1

$61.4

$63.4

$68.9

$54.4

$83.6

$84.7

$85.7

$88.1

$89.7

2014

2015

2016

2017

2018

Locally targeted ad spending by U.S. national brands will grow from $54.4 billion in 2014 to $68.9 billion in 2018

$80.0 $60.0 $40.0 $20.0 $0.0 Local Adver sers

Na onal Adver sers

Source: U.S. Local Media Forecast, BIA/Kelsey

Overall, local media advertising revenues are projected to reach $158.6 billion by 2018, according to the U.S. Local Media Forecast. Digital media’s share of the market will increase to 33.2%, or $52.7 billion, as advertisers shift local advertising dollars from traditional to digital channels (see Table 2).

Table 2: Projected traditional vs. digital media local ad revenues (in $B) $180.0 $160.0 $140.0 $120.0

$31.7

$36.2

$40.7

$46.6

$52.7

$106.3

$104.5

$106.4

$104.9

$105.9

2014

2015

2016

2017

2018

$100.0 $80.0 $60.0 $40.0 $20.0 $0.0 Tradi onal adver sing

Digital adver sing

Source: U.S. Local Media Forecast, BIA/Kelsey

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Enterprise Local Marketing Automation Tools 2014: A Marketer’s Guide

Local marketing growth is being driven by several important trends, including consumers’ increasing preference for online local information – particularly through social media – and their use of mobile devices to shop locally.

Local online listings featuring addresses, maps, photos, store hours, and customer reviews are now ranking higher than organic search listings in search engine results pages (SERPs).

Sixty-one percent of consumers searching online say local search results are more relevant than organic and paid search results; 58% say local search results are more trustworthy, according to the 6th Annual Local Search Usage Study conducted by comScore on behalf of 15miles and Neustar Localeze.

Google has responded to the growth in local targeting by making factors like business verification and validation more important in search algorithms. Landing pages with title tags, local copy and descriptions, and hyperlinked maps that allow searchers to click on driving directions demonstrate more relevancy for searchers, and subsequently rank higher.

Validation through citations from trusted sources such as Yelp or Angie’s List enable the search engine to verify hours and services and boost quality scores.

Local online listings featuring addresses, maps, photos, store hours, and customer reviews are now ranking higher than organic search listings in search engine results pages (SERPs).

The ubiquity of mobile devices is already well documented. What is becoming clear, however, is the close connection between mobile devices and brick-and-mortar shopping.

Eight out of 10 consumers searching online follow up with a phone call or in-store visit, according to comScore research. Many enterprise marketers are recognizing that their local stores, agents, or dealers own the brand relationship with the consumer, and that relationship must be nurtured and encouraged. In an ironic twist, mobile technology is putting the focus back on the physical location.

Five elements of successful local marketing At this early market stage, local campaigns mean different things to different brands in different industries. However, a core set of best practices is emerging that focuses on these five local marketing campaign elements: 1. Listing management.

2. Local SEO. 3. Localized landing pages.

4. Reputation management.

5. Paid search and social media.

The following section discusses each of these campaign elements in more detail. When planned and executed as a five-step process (see Table 3), these elements can deliver an effective local marketing strategy for national brands with multiple locations.

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Enterprise Local Marketing Automation Tools 2014: A Marketer’s Guide

Table 3: Five steps to effective local marketing

Lis ng management

SEO

Claim lis ngs

Localize tle tags to include city and state names

Landing pages

Landing page for each loca on

Reputa on management

Crawl/monitor review sites and social networks

Paid search and social media

Customize messaging by geography

include address, phone, hours, photos

Clean data

Op mize meta descrip ons to include product categories Links to review sites including Google Places, Yahoo! Local, and Angie’s List

Distribute direct-topublisher and data aggregators

Localize onpage business content

Track and update cita ons

Mobile-friendly (i.e., responsively designed)

Include trackable local phone numbers

Increase volume of posi ve reviews

Ask customers to write reviews

Use to boost underperforming markets

Capture growing na ve social ad opportuni es

Source: Third Door Media

1. Listing management The foundation of successful local marketing is clean data and accurate listings – including business addresses and maps, phone numbers, photos, and business hours. National brands lose a huge amount of local business every year due to inaccurate online listings and the poor SERP rankings that result. Perhaps nothing can turn away a potential customer more than a disconnected phone number or a closed store.

It is critical to “claim� your local listings. Unclaimed listings occur when online directories index and publish business pages for your business without your knowledge through scraping the web or purchasing outdated business data. Once these listings are published, Google may create a business page from this data, which often means the correct category for your business has not been selected, your keywords have not been targeted, and other information may be inaccurate as it was obtained from unreliable sources.

4 STEPS TO LISTING MANAGEMENT: 1. CLAIM 2. CLEAN 3. EMBELLISH 4. DISTRIBUTE

Claiming your listings can be done by phone and gives the site publisher a direct, verified relationship with your organization. It establishes your brand as the listing’s owner and gives you control over all content and updates. Several LMA vendors will claim listings on their clients’ behalf as part of their listing management services.

Local listings should include as much information as is available – product descriptions and categories, services provided, hours of operation, coupons, photos, and payments accepted.

This type of accurate, updated, and consistent local data will drive high search engine rankings and ensure that your locations are found by online searchers.

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Enterprise Local Marketing Automation Tools 2014: A Marketer’s Guide

Table 4: Sample listing distribution process (U.S.)

Search engines Google, Yahoo!, Bing Online Directories

IYPs Superpages.com, Yellowpages.com, Yelp

Autotrader, Realtor.com, Citysearch, Angie's List

Lis ngs Mapping sites

Data aggregators

Mapquest, Google Places, Bing Local, Yahoo! Local

Acxiom, Infogroup, Neustar Localeze, Factual Social networks Facebook, LinkedIn, Google+, Foursquare

Source: Third Door Media

Listings should be distributed to the leading search engines, online directories, internet yellow pages (IYPs), and social media networks (see Table 4). Many multi-location marketers also distribute listings through data aggregators such as Acxiom, Neustar Localeze, Factual, and Infogroup.

2. Local SEO Local SEO and listing management are closely linked: accurate, complete, and consistent listings improve search engine rankings. Local pages need to be found on their own, as well as through your national brand site. This means localizing how your site is coded; how you treat name, address, and phone number; and how you structure your URL through the following: • Localize title tags to include city and state names; • Optimize meta descriptions beyond brand name to include product categories; • Implement localized schema markup for local business names, addresses, and phone numbers; • Localize URL structures to include product categories; and • Localize on-page business content to include hours, driving directions, and local descriptions. © 2014 Third Door Media, Inc. • http://digitalmarketingdepot.com

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Enterprise Local Marketing Automation Tools 2014: A Marketer’s Guide

All of your location data should be optimized to maximize your SEO efforts. This includes location data changes, new store openings, store closings or moves to new locations, business hours changes, holiday hours, etc. It is essential that this data is current and fed to IYPs since search engines cross-verify their data with IYP data. When the data matches, it becomes trusted, verified data and results in better rankings.

3. Local landing pages Each brand location should have its own landing page. Consumers are looking for you locally and a website can be the hub for all local marketing and SEO efforts. It captures consumer demand, streamlines marketing efforts, and provides metrics for future campaign optimization, which is extremely important when you are relying on thousands of local websites.

Local landing pages should be simple yet comprehensive, featuring the business name, address, phone number, products carried, store hours, and even a photo of the business owner or storefront. Links to review sites such as Google Places, Yelp, and Angie’s List should also be included. These pages should be mobile-friendly (i.e., responsively designed) with title tags and descriptions schema markup to send information to the search engines. Incorporating trackable local phone numbers can help you capture the growing audience of mobile phone users that want to contact local businesses and enable you to measure campaign performance.

5 WAYS TO LOCALIZE LANDING PAGES: 1. CREATE PAGE FOR EVERY LOCATION 2. ADD LINKS 3. MAKE COMPREHENSIVE 4. BE VISUAL 5. BE MOBILE-FRIENDLY

Two retail brands that have utilized these best practices are Whole Foods Markets and recreational equipment marketer REI. Each of Whole Foods locations have unique landing pages that feature rich local content about local events. REI also boasts a thriving local online community.

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Enterprise Local Marketing Automation Tools 2014: A Marketer’s Guide

4. Online reviews and ratings (reputation management) The influence of user-generated content continues to grow, placing more control of the customer/brand relationship into the customer’s hands. Eighty-five percent of consumers read online customer reviews to determine whether or not a local business is a good business, up from 76% in 2012, according to BrightLocal’s 2013 Local Consumer Review Survey.

Major search and review sites assign significant weight to online reviews, and the online “word-of-mouth” credibility they offer local businesses is vital. Customer reviews are some of the most compelling marketing content available to businesses and have the greatest potential to influence new customers. Google ramped up its local ratings and reviews in 2013, launching City Experts to help grow hyper-local content for Google+. Local business managers with verified Google listings also see customer ratings and reviews in their Google My Business dashboard and can reply to those reviews.

10 recommended review sites 1. Angie’s List 2. Yelp 3. Google +/Reviews/Local/ Places 4. Yahoo! Local Listings 5. Insider Pages 6. Citysearch 7. Consumer Search 8. Consumer Reports 9. Better Business Bureau 10. Facebook Source: HubSpot

The best way to increase the number of positive reviews being written about your locations is to ask customers to write them. Make it easy to do so by including a widget or button that offers one-click access to review writing. Incentivizing reviews is helpful but controversial. Both Yelp and Google frown upon incentivizing reviews. Google prohibits the practice in its Local Review Policies.

Negative reviews are inevitable and should be managed. Follow up with negative reviewers to address their issues and turn their experiences with your organization into positive ones.

5. Local paid search/social Paid media – namely search, display, and social – are core components of a sound digital marketing strategy. Native social advertising opportunities that can be geographically targeted are increasing across networks such as Facebook and Twitter.

There are several benefits to localizing your brand’s paid search or social efforts. More than 60% of consumers say they use the local information in a search ad – namely the link for directions and the click-to-call button – according to Understanding Consumers’ Local Search Behavior, published by Google and Ipsos MediaCT. Customizing messages for users in a particular geographic market can communicate the right per-store promotional information and even lead to innovative marketing tactics like offline “flash sales” communicated digitally. Local search and social can be used to capitalize on regions where business is strongest, or become a lever that can supplement marketing in underperforming regions to increase awareness and improve sales.

Enterprise LMA tool capabilities: Identifying tasks for automation LMA tools come in a variety of shapes and sizes, from point solutions that automate listing distribution, to platforms that centralize functions such as updating and managing listings, developing responsively designed local landing pages, and monitoring online reviews and ratings. Experts agree, however, that a core set of capabilities is emerging that can be automated through LMA tools to improve staff productivity and marketing success.

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Enterprise Local Marketing Automation Tools 2014: A Marketer’s Guide

Some of these capabilities are considered “must-haves” while others are still “nice-to-have.” Together, they form the foundation for an effective local marketing campaign strategy.

The majority of LMA tools profiled in this report provide the following “musthave” capabilities: • Listing management; • Local SEO; • Localized landing pages; • Mobile optimization of local content; and • Reputation management (through online reviews and ratings monitoring and analysis).

LMA solutions positioned as full-service platforms may also offer more extensive feature sets that may still be considered “nice-to-have” but that integrate multiple functions into a single screen. These capabilities may include, but are not limited to: • Local paid search or social advertising campaigns; • Map listing management; • Localized social media pages; • Local data analytics; and • Professional or strategic services.

The following section discusses some of these capabilities and the key considerations involved in choosing an enterprise LMA tool or platform (see Table 5).

Citibank executives made the decision to automate local marketing to gain more control over local online content as well as the ability to highlight national product information.

The company launched robust listings for 2,300 locations that included 48,000 new pages and 92,000 logos and photos.

The result? In two months the updated listings generated 27 million search impressions and 800,000 profile views and user clicks.

When Hurricane Sandy hit the northeast coast in 2013, Citibank was able to update listings with emergency closings, distributing shared messages across more than 300 locations in real time.

Listing management (including maps) Managing the vast amount of local listing data can be unwieldy for enterprises with thousands of locations. Many LMA platforms feature content management systems (CMS) to create centralized repositories of local data. These systems often include built-in permission hierarchies to provide varying levels of data access.

LMAs can also help clients with the complicated process of claiming listings across search engines and online directories. You can use LMA tools to do direct-to-site listing submissions using the tool’s API or distribute listings through leading data aggregators including Infogroup, Acxiom, Factual, Foursquare, and Neustar Localeze.

Several LMA tools include sites such as Facebook Maps and location listings are found within IYPs, search engines (Google Places, Yahoo!

Local, and Bing Local), and standalone apps such as Mapquest or Waze. Automating and Places in their centralizing this information has become more critical as smartphone adoption has increased listing distribution and mapping apps have become ubiquitous. by automatically feeding listings Several LMA tools include sites such as Facebook Places in their listing distribution by into the Facebook automatically feeding listings into the Facebook format. Social networks – particularly Facebook – are aggressively pushing into the local search market. format.

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Enterprise Local Marketing Automation Tools 2014: A Marketer’s Guide

Table 5: Selected LMA tool capabilities Listing management1

Local SEO

Paid search or social

Local landing pages

Reputation management2

Mobile optimization

Professional services

Balihoo

4

4

4

4

8

4

4

BlitzLocal

4

4

4

4

8

8

4

Brandmuscle

8

8

4

4

8

4

4

BrightLocal

4

4

8

8

4

8

8

Chatmeter

4

4

8

4

4

4

8

Kenshoo Local

8

8

4

8

8

8

4

Local Vox Media

4

4

8

8

4

4

4

Mediative

4

4

4

4

8

4

4

MomentFeed

4

8

4

4

4

4

8

Moz Local

4

4

8

8

8

8

8

Placeable

4

4

8

4

8

4

4

Rio SEO

4

4

4

4

8

4

4

SproutLoud

4

4

4

4

4

4

4

SweetIQ

4

4

8

8

4

8

4

Sycara Local

4

4

8

8

8

4

4

UBL

4

4

8

4

4

4

8

Where 2 Get It

4

4

4

4

4

4

8

Velocity (SIM Partners)

4

4

4

4

4

4

4

Yext

4

4

8

4

4

4

4

Vendor

Can include either (or both) direct-to-publisher submissions and data aggregators.

Refers to online review and ratings management (monitoring, tracking, and reporting).

Source: Third Door Media

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Enterprise Local Marketing Automation Tools 2014: A Marketer’s Guide

Local SEO Local listings and landing pages need to rank well to be found in SERPs. Accurate, consistent content is the most effective way to improve search engine rankings.

Many of the leading LMA platforms provide SEO check-ups or audits and rank checkers, then centralize and update listing data, and optimize landing page content for search engines (i.e., meta descriptions, title tags, schema.org tags).

Ranking data can be analyzed at the local level by city, zip, and multiple city groups.

Several LMA vendors also provide tools that track and report on web-based citations. A citation is any web-based mention of your location that may or may not be linked to a landing page or website. Citations may contain complete or incomplete listing information, but are a critical factor in local search engine rankings. For example, citations from well-indexed listing portals such as Superpages.com can increase the validity of your location’s listing information for Google or Bing. By tracking and updating citations with accurate and complete data, SERP results can improve.

When one automobile manufacturer automated online reputation management for its dealers, the company experienced a 400% increase in the number of reviews posted online.

The quality of the reviews increased as well. Overall dealer ratings went from 2.9 stars to 3.5 stars.

Local landing pages LMA tools provide a wide range of localized landing page design and development services for both experienced and novice digital marketers. These include template-driven pages, lead capture forms, and mapping tools, as well as content wizards that enable brands to publish local content, events, and offers. All local landing pages should deliver a rich, engaging experience that can be viewed on one page with clear calls to action and links to rank-boosting sites such as YouTube and Google Maps.

Paid media campaign management One-third of mobile searches on Google have a local intent, making paid media a critical component of local marketing. Yet localizing paid media is a challenge for multi-location brands. It requires managing hundreds of thousands of keywords and bids for hundreds or thousands of brick-and-mortar locations. LMA platforms automate the process through tools such as keyword libraries, ad templates, analytics, and access to local ad networks such as CityGrid.

Mobile optimization LMA tools differ in their mobile capabilities. Some enable clients to create responsively designed landing pages for both desktop and mobile experiences. Other tools focus on responsively designed listings for distribution to mobile apps and mobile HTML, in addition to the desktop. Marketers increasingly want to include trackable phone numbers and “clickto-call” options in their mobile efforts. If this is important to your brand, find out if the LMA vendor offers these options.

Reputation management (online reviews and ratings) LMA tools automate the local reputation management process by crawling review sites to collect, analyze, and report on reviews by either source, location, or sentiment. Several LMA platforms also provide tools that make it easier for customers to post online reviews. For example, the platform integrates with a client’s point-of-sale (POS) and CRM systems so that when an email address is collected, the system generates a brief customer survey and asks for a review with a link to the local store page.

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Enterprise Local Marketing Automation Tools 2014: A Marketer’s Guide

Professional services Local marketing is a new discipline for many enterprise brands. At the local level, many franchise owners or business managers don’t have either the time or expertise to focus on digital marketing campaigns to boost sales. The majority of LMA tools provide add-on strategic services to help clients deal with these issues.

These services range from internal adoption and engagement strategies to increase buy-in from local business managers, to SEO techniques and landing page creative design, development, and management.

Choosing an enterprise LMA platform The benefits of using enterprise LMA tools Managing online citations, claimed and unclaimed listings, landing pages, reviews and ratings, and data feeds for hundreds or thousands of locations has become time consuming and costly for enterprise brands. A majority of respondents – 62% – to an Inside Local survey sponsored by BrightLocal say that local search marketing is becoming more difficult due to market factors such as increasing mobile search usage, product updates, and search engine algorithm changes.

One Fortune 500 retailer automated listing management and corrected 8,900 addresses and updated online information for 1,600 locations. The results were a 150% lift in profile views and 104% lift in searches. To further test the value of the automated data, the company tested a clickable coupon redeemable in store. The coupon promotion achieved a 5:1 ROI.

Automating local marketing processes through LMA tools can provide numerous benefits, including the following: • Improved search engine rankings. Accurate business listings and optimized landing pages can boost search engine rankings. Google’s crawlers are increasing their reliance on site authority and validation – which come from accurate and consistent business information across a range of directories and backlinks. Automating listing distribution and landing page development and optimization expedite these processes and can help move your individual store or dealer locations to the top of SERPs. • Increased productivity. Manual tasks such as SEO and schema markup, online directory listing management and distribution, search engine map management, and development and maintenance of local landing pages and mobile optimized pages are time consuming and tedious. Automating these processes frees up both your corporate marketers and your local managers to focus on their primary roles: marketing your brand and selling your products and services.

• More cost efficient marketing. Case studies from national retailers show that automating local marketing functions can help to lower CPCs due to better SEO. • Better message coordination and consistency. LMA tools foster coordination between national and local marketers through CMSs that centralize brand marketing messages, campaigns, and product information; as well as location data including addresses, product selections, and business hours. The result is the ability to disseminate and deliver brandapproved, consistent, accurate marketing information across locations.

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Enterprise Local Marketing Automation Tools 2014: A Marketer’s Guide

• Expanded local marketing expertise. Digital marketing expertise varies widely across local networks of dealers, franchisees, and retailers. Many LMA vendors offer strategic services and internal adoption strategies to help clients engage local businesses and make local marketing a more successful endeavor. Automating creative processes such as landing page development also ensures brand message consistency and quality.

An important consideration in choosing to automate local marketing processes is cost. The vast majority of LMA platforms license their technology on a software-as-a-service (SaaS) basis that is priced by the number of locations using the platform each month. These fees range from $10/month per location (with volume discounts) to $30/month per location.

Professional or strategic services, if needed, will add to the total, as will implementation fees that cover system configuration and integration with legacy systems.

Recommended steps to making an informed purchase Understanding your current marketing processes, knowing how to measure success, and being able to Step One: Do you need an enterprise LMA platform? identify where you Deciding whether or not your company needs an enterprise-level LMA tool calls for the are looking for same evaluative steps involved in any software adoption, including a comprehensive selfimprovements, are assessment of your organization’s business needs, staff capabilities, management support, and financial resources. Use the following questions as a guideline to determine the answers. all critical pieces of the LMA platform 1. Have we identified our local strategy and goals? Automating local marketing can decision-making benefit the organization in many ways – but you need to know what you want to achieve process. and how you’re going to achieve it. Do you want to increase in-store traffic or leverage Understanding your current marketing processes, knowing how to measure success, and being able to identify where you are looking for improvements, are all critical pieces of the LMA decision-making process. The following section outlines four steps to help your organization begin that process and choose the LMA platform that is the right fit for your business needs and goals.

local search to trigger online sales? Do you want to drive traffic to local landing pages and trigger calls to action? Or, is cleaning and optimizing listing data enough of a goal if you are just beginning to manage the process?

2. Have we established KPIs and put a system in place for tracking, measuring, and reporting results? Once you’ve established clear goals you will need to measure your progress achieving them with a series of KPIs that range from high-level campaign ROI to local-level metrics such as increases in landing-page or in-store traffic and conversions.

Improvements in SERP rankings are also important indicators that more accurate and centralized business listing data is paying off.

3. Do we have C-level buy-in? Enterprise LMA software is a five- or six-figure investment annually. Skeptical CMOs need to understand what the return on that investment will be.

Outlining your strategy, goals, and KPIs is critical to winning their long-term support.

4. Do we have the right human resources in place? One of the most common issues for enterprise multi-location marketers is the varying skill levels and lack of time and financial resources that local managers have for marketing initiatives. What budget will cover LMA expenses? How will you engage local managers and encourage platform adoption? Do you have corporate marketers to guide them through the process? Or will you need to invest in the platform vendor’s professional services to develop that expertise?

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Enterprise Local Marketing Automation Tools 2014: A Marketer’s Guide

5. Can we invest in staff training? If you decide that training is essential for local managers and even corporate marketing staff, have you put aside the resources to pay for it? A successful enterprise LMA implementation will find ways to inject the LMA knowledge into existing training programs and identify internal evangelists to broadly distribute the messages. Training needs to be comprehensive, consistent, and continuous.

6. Who will own or manage enterprise LMA? Enterprise LMA presents a dilemma for many enterprises because of the existing conflicts in corporate and local decision making. Corporate marketers may have a hard time getting local managers to provide and update listing information or follow brand guidelines in creative messaging and design. It’s important that local and corporate managers work together to maximize the value of LMA technology.

Step Two: Identify and contact appropriate vendors Once you have determined that enterprise LMA software makes sense for your brand, spend time researching individual vendors and their capabilities. Make a list of all the LMA capabilities you currently have, those that you would like to have, and those that you can’t live without. This last category is critical, and will help you avoid making a costly mistake.

Once you have determined that enterprise LMA software makes For example, if generating more positive online reviews is a critical concern, this is one sense for your capability you will focus on during vendor interviews and demos. If you find that one vendor brand, spend doesn’t offer this “must-have” capability, it’s obviously not a fit. time researching individual vendors Take your list of capabilities and then do some research. The “Resources” section at the back of this report includes a list of blogs, reports, and industry research that will help. (Many and their capabilities. of the vendors profiled in this report also provide white papers and interactive tools that can help.)

Once you’ve done the necessary research, narrow your list down to those vendors that meet your criteria. Submit your list of the LMA capabilities you’ve identified, and set a timeframe for them to reply. Whether or not you choose to do this in a formal RFI/RFP process is an individual preference, however be sure to give the same list of capabilities to each vendor to facilitate comparison. The most effective RFPs only request relevant information and provide ample information about your brand and its LMA needs. It should reflect high-level strategic goals and KPIs. For example, mention your company’s most important KPIs and how you will evaluate the success of your LMA efforts. Include details about timelines and the existing digital technology you have deployed.

When written properly, an RFP will facilitate the sales process and ensure that everyone involved on both sides come to a shared understanding of the purpose, requirements, scope, and structure of the intended purchase. From the RFP responses, you should be able to narrow your list down to three or four platforms that you’ll want to demo.

Step Three: Scheduling the demo Set up demos with your short list of vendors within a relatively short timeframe after receiving the RFP responses, to help make relevant comparisons. Make sure that all potential internal users are on the demo call, and pay attention to the following: • How easy is the tool to use?

• Does the vendor seem to understand our business and our marketing needs?

• Are they showing us our “must-have” features?

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Enterprise Local Marketing Automation Tools 2014: A Marketer’s Guide

Other questions to ask each vendor include: 1. How do you syndicate listings? LMA platforms vary in their listing distribution strategies. Some help their clients claim listings and do direct-to-publisher submissions via APIs. Other vendors use large data aggregators to distribute listings, which can result in a significant (i.e., two to three months) time lag in updating data.

2. What kind of global coverage does the platform provide? International search engines and social networks are becoming increasingly important to many enterprise brands.

If you manage international locations and have a large foreign customer base, find out if the platform standardizes foreign addresses and syndicates listings to foreign online directories.

3. Does the platform automatically optimize content for mobile devices? Some – but not all – vendors offer built-in mobile optimization for local landing pages and/or listings.

If capturing the exploding mobile shopping audience is important to your brand, find out what the vendor’s mobile capabilities are.

4. How easy is integration with our existing CRM or marketing automation platforms/ tools? Integrating software systems has become critical for brand marketers who are inundated with digital data. Customers are increasingly moving across platforms and siloed systems are too expensive and inefficient to connect the dots. Find out if the vendor can connect to your system APIs – or if you would need a more expensive custom integration.

5. Is there a workflow built in that allows me to coordinate the work of my corporate marketers with all of our locations? LMA management will vary from enterprise to enterprise. Many national brands want to maintain marketing control on behalf of local distributors, franchises, or retail locations. Some platforms will automatically deploy brand-approved content through a CMS. Other systems allow local and corporate marketers to create and post content. You’ll need to understand your organization’s needs and assess whether or not the vendor’s workflow capabilities are a good match.

6. How robust and flexible are your reporting options? Different users have different reporting needs. Find out if reports can be customized and automatically delivered to different users and types of users. For example, high level KPIs for the CMO versus drilldown details for web development or IT. And, whether any and all data can be exported in CSV format.

7. Do you white label the platform and/or reports for agencies? Agencies represent almost half of the LMA platform market. If you are an agency executive, or a brand that plans to let your agency manage the platform, you may want to white label all reports.

Before deciding on a particular vendor, take the time to speak with one or two customer references, preferably someone in a business similar to yours.

8. What kind of ongoing support and client engagement will your account team provide? How will you gauge our use or non-use of the tool’s features? One of the most common reasons a company transitions out of an enterprise tool is because they don’t use it enough. A vendor should be prepared to address this issue and specifically how the tool creatively engages users and gets them back into the environment.

9. What new features are you considering? What’s the long-term roadmap and launch dates? The LMA landscape is rapidly maturing and “nice-to-have” features are becoming “must-have” features quickly. It’s important to understand the vendor’s level of innovation and the ability to add and track emerging technologies. Knowing a vendor’s new feature release date schedule and its ability to stick to committed timelines is also very important. © 2014 Third Door Media, Inc. • http://digitalmarketingdepot.com

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Enterprise Local Marketing Automation Tools 2014: A Marketer’s Guide

Step Four: Check references, negotiate a contract Before deciding on a particular vendor, take the time to speak with one or two customer references, preferably someone in a business similar to yours. The LMA vendor should be able to supply you with several references if you cannot identify ones yourself. Use this opportunity to ask any additional questions, and to find out more about any questions that weren’t answered during the demo. Make sure that the person you’ve been referred to is someone who is a primary user of the solution. Consider also asking these basic questions: • Why did you move to an enterprise LMA tool?

• Why did you select this platform over others?

• Has this platform lived up to your expectations?

• How long did the system take to implement?

• Are you also using additional tools for listing distribution, reputation management, or SEO? • Were there any surprises that you wish you’d known about beforehand?

• Where have you seen the most success? The biggest challenges?

• How are you measuring your own success?

• How easy was the set-up process and how long? Did the vendor help?

• How responsive is customer service?

• Has there been any down time?

• What is the most useful, actionable (favorite) report the platform generates?

• What do you wish they did differently?

• Would you recommend this tool?

Although not all vendors require an annual contract, many do. Once you’ve selected a vendor, be sure to get in writing a list of what technology and support are covered in the contract. Ask about what kinds of additional fees might come up. Are there charges for custom integrations, if so, how much? What is the hourly charge for engineering services, and is there a minimum? What partner organizations are available to install and integrate the tool? If you need to train a new hire mid-year, what will that cost? What is the “out” clause?

Obtaining the answers up front – and having them in writing – will ensure fewer surprises or additional costs down the road.

Conclusion The market for local marketing automation platforms is in its infancy, with few recognized leaders and lots of start-ups and point solutions crowding the field. Yet there is a strong marketing imperative for multi-location enterprises to automate local marketing. Managing online citations, claimed and unclaimed listings, landing pages, reviews and ratings, and data feeds for hundreds or thousands of locations is time consuming and costly. There are numerous online directories, search engines, and review sites that are now necessary for online visibility.

LMA tools come in a variety of shapes and sizes, from point solutions that automate listing distribution, to platforms that centralize functions such as updating and managing listings, developing responsively designed local landing pages, and monitoring online reviews and ratings. Choosing the right partner means conducting a rigorous internal evaluation to determine your enterprise’s business priorities, needs, and goals. Do you have the right staffing in place to manage an LMA system? What type of relationship does the enterprise have with your local marketers? Is your C-suite on board with the investment? And, have you put KPIs in place to measure the return on that investment? With the answers to these and other questions, your organization can move forward and reap the many benefits of local marketing automation. n © 2014 Third Door Media, Inc. • http://digitalmarketingdepot.com

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Enterprise Local Marketing Automation Tools 2014: A Marketer’s Guide

Vendor Profiles Target Customer • National brands and their agencies in the insurance, financial services, hospitality, retail, and manufacturing industries Balihoo 404 South 8th Street, Suite 300 Boise, ID 83702 (T) 866-446-9914 www.balihoo.com

Key Customers Ace Geico New Balance

Aflac Kohler Wendy’s

Key Executives Peter Gombert, CEO Peter Anewalt, VP, Professional Services Susan Tormollen, VP, Marketing Matt Long, VP, Product Management

Company Overview • Founded in October 2004.

• $24.5 million total funding from Blackfin Technology, OpenView Venture Partners, Highway 12 Ventures, and Lacuna Gap Capital.

Product Overview • Modular LMA platform focused on building local websites and landing pages that push potential customers into the purchase funnel.

• Provides a central repository of local lead and conversion data for corporate marketers.

• Offers the following tools: Local Websites. Provides responsive local website and landing page design and development optimized for local search rankings. Templates include maps, local phone numbers, call tracking, and lead capture forms.

Local Paid Search. Offers strategic planning and bidding using a Portfolio Managed Digital Execution methodology, keyword list generation, and ad creation for both Google AdWords and Google Display Network.

Local Email. Allows clients to customize, schedule, and execute email campaigns that are CAN-SPAM compliant and provide real-time campaign results.

Email lists are generated and distributed through API integration with existing CRM systems or leveraging lead-capture form data from local sites. Offers triggered campaign capabilities.

Social Media Solution. Developed in partnership with Facebook, allows users to create geo-targeted local Facebook posts that show alongside the national feed. © 2014 Third Door Media, Inc. • http://digitalmarketingdepot.com

Local Direct Mail, Ad Builder, and Co-op. Provides traditional local advertising mediums, plus triggered campaigns and subscription model capabilities

Pricing • Undisclosed SaaS-based monthly subscription fee based on the number of platform modules licensed and the number of users.

Lower-cost “quick-start program” planned for midsummer 2014.

Product Roadmap • Focused on software development, not professional services.

• Puts control into the hands of the national brand marketing department on behalf of local distributors, franchises, or retail locations.

• Looking to expand into display, video, and mobile advertising, as well as additional social media networks beyond Facebook.

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Enterprise Local Marketing Automation Tools 2014: A Marketer’s Guide

Vendor Profiles Target Customer • National and global multi-location brands and companies Brandmuscle 233 S. Wacker Drive, Suite 4400 Chicago, IL 60606 (T) 866-464-4342 www.brandmuscle.com

Key Customers Allstate Volkswagen Diageo

Chase Google Sprint

Key Executives Philip Alexander, CEO Dan Hickox, CTO Clarke Smith, Chief Strategy Officer

Company Overview • Founded in 2000; acquired by The Riverside Company in February 2012.

• Merged with two existing Riverside services – Centiv, a print-on-demand POP provider, and TradeOne Marketing, a channel management program developer – to create an integrated local marketing platform.

• Additional offices in Cleveland, Austin, New Jersey and Los Angeles.

Product Overview • BrandBuilder® platform provides corporate marketers with a wide range of tools to create, manage, execute, fund, and track localized dealer/agent/distributor/ franchise marketing campaigns across traditional and digital media channels.

Base product supports localization of marketing materials in dozens of languages; multi-lingual interface also available.

Fulfillment options include integration with thirdparty print partners, promotional product vendors and fixture suppliers, along with a single shopping cart and checkout process.

Integration with Acxiom for turnkey purchase of mailing lists • Digital local marketing includes social media management, local website and landing page design and development, and paid search advertising for dealer/agent/distributor/franchise organizations.

Locations can opt-in to corporate-provided social content streams or create and schedule posts using brand-approved templates.

Automatically deploys brand approved and legally compliant social posts across local pages.

Rules engine allows corporate marketers to flag and block inappropriate social content.

• Automated workflow and approval processes.

Interactive calendar provides a summary view of all © 2014 Third Door Media, Inc. • http://digitalmarketingdepot.com

scheduled posts for all social channels.

Allows users to create and publish mobile responsive local websites, microsites and landing pages that comply with national brand standards and legal regulations.

• Lead capture forms embedded onto web pages and trigger automated lead notification emails to affiliates.

Automated reporting allows both corporate and local marketers to track lead activity and measure performance.

Pricing • Modular pricing for client flexibility to modify and scale the program.

Price structure includes a one-time setup fee, monthly hosting and maintenance, service and support.

• Professional local media buying, planning, and placement services available.

Product Roadmap • Eight major product releases per year.

• Enhanced social media management tools.

• Enhanced reporting and dashboards.

• Addition of SMS text messaging.

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Enterprise Local Marketing Automation Tools 2014: A Marketer’s Guide

Vendor Profiles Target Customer • Agencies and consultants managing single-location and multi-location clients BrightLocal 601 International House 223 Regent Street London, United Kingdom W1B 2QD (T) 312-544-0656 (U.S.) www.brightlocal.com

Key Customers Glacial Multimedia Imprezzio Marketing iProspect UK Message Metric Performics The Storage Group

Key Executives Myles Anderson, CEO and Co-founder Ed Eliot, CTO and Co-founder

Company Overview • Founded in 2008 as a local SEO agency.

• Evolved to focus on SEO tools for local businesses and agencies needing to automate repetitive tasks such as search engine tracking, citation identification, Google+ local auditing, local directory submissions, and local SEO audits.

Product Overview • SEO-focused local platform offering the following seven tools: Local Search Rank Checker. Monitors local search performance by tracking organic, local and thirdparty results in Google, Yahoo! and Bing and local versions of these engines.

Local SEO Checkup. Full local search audit tool running 300 simultaneous checks covering six key areas of local search optimization.

Google+ Local Wizard. Google+ Local audit and competitor comparison tool; provides data on key local ranking factors such as citations, links, reviews and NAP accuracy.

CitationTracker. Identifies and tracks current, old/ incorrect and potential citations across all possible citation sites.

ReviewFlow. Identifies and monitors online reviews, extracts ratings and content from leading online review sites.

ReviewBiz. Facilitates user-generated reviews and ratings with on-site badges which connect directory to business listings on online directory sites.

CitationBurst. Provides local listing clean-up and new

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citation generation on over 1,600 online directories in the U.S., Canada, the U.K., and Australia, as well as listings aggregators Infogroup, Acxiom, and Factual.

Pricing • SaaS-based tiered pricing based on the volume of agency clients. $19.99/month (SMBs with 1-3 locations). $34.99/month (agencies up to 6 clients). $64.99/month (agencies with up to 100 clients).

• 30-day free trial available.

• No annual contract required.

Product Roadmap • Plans to develop a white-labeled platform for agencies to integrate with their own websites.

Currently all reports are available as white-labeled PDFs and online reports.

• Competitive tracking and analysis planned for secondhalf 2014.

• Expanding social media tracking and reporting to include Twitter and Facebook.

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Enterprise Local Marketing Automation Tools 2014: A Marketer’s Guide

Vendor Profiles Target Customer

Chatmeter 1133 Columbia Street, Suite 206 San Diego, CA 92101 (T) 619-795-6262 www.chatmeter.com

• Multi-location brands and their agencies in the automotive, hospitality, personal care services (i.e., elder, child, and pet care), and real estate industries

Key Customers AutoTrader.com Ford Hampton Hotels Honda Tommy Bahama

Key Executives Collin Holmes, CEO and Founder David Lefevre, Director, East Coast Sales

Company Overview • Launched in 2010.

• Additional sales office in Tampa, FL.

Product Overview • Positioned as Local Brand Management (LBM) platform that tracks and manages listing accuracy, online reviews, and social media monitoring and sentiment analysis.

Built-in rank tracker tool reports on resulting SEO improvements.

Daily email alerts provide review updates.

• Workflow tools offer customizable roles and responsibilities hierarchy.

• Analytics include competitive benchmarking, data roll ups across regions, and listing feed accuracy.

DIY model where clients make corrections to inaccurate listings.

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Pricing • SaaS-based licensing ranges from $10/location to $30/ location per month depending on volume discounts.

• No annual contract required.

Product Roadmap • Platform approach to help clients consolidate digital marketing dashboards.

• Creating processes to make it easier for clients to get their employees and customers to create online reviews.

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Enterprise Local Marketing Automation Tools 2014: A Marketer’s Guide

Vendor Profiles Target Customer • Enterprise brands, agencies, and directories managing a high volume of local campaigns Kenshoo Local 6 Habarzel St. Building B Tel-Aviv, Israel (T) 972-3-746-6500 North American Headquarters Kenshoo Inc. 22 4th Street, 14th Floor San Francisco, CA 94103 (T) 877-536-7462 www.kenshoo.com

Key Customers Deluxe Gannett Haystak

Dex One Geary LSF Hilton

Key Executives Yoav Izhar-Prato, CEO, Co-founder and Chairman Alon Sheafer, Chief Strategy Officer and Co-founder Nir Cohen, CTO and Co-founder Aaron Goldman, CMO

Company Overview • Founded in 2006.

• In addition to Kenshoo Local, Kenshoo licenses the following four PPC products: Kenshoo Search, Kenshoo Social, Kenshoo SmartPath, and Kenshoo Halogen.

• Products connect through the Kenshoo Universal Platform, which delivers business intelligence and scale across media channels and internal systems with over 100 completed third-party integrations.

Product Overview • Focuses on automating paid ad management and optimization for local search and social marketing campaigns.

Campaign management features include keyword/ ad template libraries, radius-level geo targeting, location budget management, reseller account creation, ad extensions, and churn reports.

Phone call tracking at the keyword level and automated bid optimization based on phone calls via partnerships with Marchex, Mongoose Metrics, TelMetrics, and others.

Listings synched across channels, including Google, Yahoo!, Bing, online directories, and Facebook.

Automated reporting that provides access to scheduled reports and a white-labeled online report center.

• Integrates with CityGrid for access to 300-plus local advertising channels across properties like Citysearch, YP.com, and Superpages.com.

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Pricing • SaaS-based monthly licensing fee based on the number of locations and usage (percentage of media spend ranging from 5-10%).

Product Roadmap • Focused on continuing to offer best-of-breed automation features in local paid advertising campaigns and place pages.

• Adding functionality to help companies with large networks of individual stores, dealers, agents or other locations manage campaigns and offline data at scale.

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Enterprise Local Marketing Automation Tools 2014: A Marketer’s Guide

Vendor Profiles Target Customer • Multi-location retail brands and their agencies and resellers LocalVox 5 Hanover Square, 9th Floor New York, NY 10004 (T) 646-545-3400 www.localvox.com

Key Customers AMC Theaters Buffalo Wild Wings Cohen’s Fashion Opticals Macy’s Whole Foods Market

Key Executives David Patcher, CEO and Co-founder Trevor Sumner, President and Co-founder Robert Henderson, VP, Sales Abraham Brewster, VP, Web Technologies

Company Overview • Founded in March 2010.

• $8.65 million in total venture funding from Talus Holdings, GSO Capital Partners, and K2 Media Labs.

• Acquired Postling, developer of Social Inbox publishing dashboard, in November 2012.

• Additional offices in Boston and Charlotte, NC.

Product Overview • LocalCast platform provides listings management, SEO, reputation management, email marketing, and mobile optimization capabilities.

• Content wizard allows users to publish local content, events, and offers.

• Social inbox offers centralized dashboard to monitor social and directory reviews, and manage social profiles on Facebook, LinkedIn, and Twitter.

• Email marketing features include content templates that automatically leverage branding and content, as well as list management.

• SearchCast, an add-on mobile and local directory optimization tool, claims and optimizes listings on over 100 directories such as Yelp, Citysearch, Yahoo!, and Foursquare.

• MobileCast add-on tool pushes geographically targeted offers to smartphone users through 1,000-plus mobile apps.

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Pricing • Undisclosed SaaS-based pricing.

• One-time $299 launch fee covers onboarding and professional services for first two months of engagement.

• Professional services available for fees ranging from $199/month to $1,499/month to assist with and manage web and social content development and monitoring as well as SEO strategies and tactics.

• White-label platform available for agencies and resellers.

Product Roadmap • Forward-looking focus on mobile optimization and distribution.

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Enterprise Local Marketing Automation Tools 2014: A Marketer’s Guide

Vendor Profiles Target Customer • Multi-location brands, publishers, and media buyers Mediative 14 Place du Commerce, Fifth Floor Montreal, Quebec H3E 1T5 Canada (T) 800-361-6010 www.mediative.com

Key Customers Avis | Budget Bell Best Buy Future Shop Staples Walmart

Key Executives Darby Sieben, President Victoria Hart, VP, National Sales Garrett Dunne, VP, Performance Services Paul Ryan, Chief Technology Officer

Company Overview • A digital marketing company that helps businesses react to what their customers are looking for online and offline.

• Goal is to intercept customers at critical moments in their shopping journeys in order to capture meaningful information and translate it into relevant, purchase-boosting advertising.

Product Overview • In June 2013, Mediative introduced a location-based marketing approach called Mediative Places.

• Offers several local marketing tools designed to connect brands with their locations, fans, and prospects.

Local Search. Builds and manages local web pages, citations and links. Optimizes for Google Places and provides monthly SEO reports and analysis.

• Claims listings and manages local content requirements.

Local Social Marketing. Claims and cleans business listings across social media platforms.

• One-click social publishing to post content, offers, and pictures across sites/audiences.

Hyperlocal Mobile Display. Targets ads to consumers at a minimum 100-meter radius around locations.

Geo-targeted paid search. Location-based ad campaigns across Google, Yahoo!, and Bing.

Includes landing page design and development, keyword bidding by distance, and monthly geographic reports and analysis.

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Directory Advertising. Develops and distributes online directory ad campaigns.

Pricing • Product-based pricing that varies according to products purchased and number of locations.

Product Roadmap • Appointment of Darby Sieben as President in September 2013 signals Yellow Pages Group’s overall move toward greater digital presence and product portfolio.

• Service-based approach that pairs technology with local marketing consulting, recommendations, and execution.

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Enterprise Local Marketing Automation Tools 2014: A Marketer’s Guide

Vendor Profiles Target Customer • Multi-location brands in the restaurant, retail, hospitality, and financial services industries as well as their agencies MomentFeed 2644 30th Street, Suite 101 Santa Monica, CA 90405 (T) 424-322-5300 www.momentfeed.com

Key Customers 7-Eleven JC Penney The Coffee Bean & Tea Leaf The Home Depot

Key Executives Robert Blatt, Chairman and CEO Rob Reed, Chief Innovation Officer and Founder Derek Browers, VP, Product Craig McKenna, VP, Partner Services

Company Overview • Founded in April 2010.

• Received $5.5 million in Series A funding from Signia Venture Partners, Draper Nexus, DFJ Frontier, Double M Partners, and Daher Capital in December 2013.

Product Overview • Multi-tool platform centered on capturing local audiences, engaging with consumers in authentic and locally relevant ways, and measuring marketing performance at the local level. Tools include: PinSync. Updates and optimizes location data, including branding, contact information, and latitude/longitude for mapping on sites including Google, Facebook, Instagram, Twitter, and Foursquare.

LocalVoice. Provides local page publishing tools, CRM capabilities and centralized campaign management to increase engagement across social networks, including the ability to curate customergenerated content such as photos, posts and reviews.

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Business Intelligence. Provides real-time and historic data at the brand, location group, and local level for social metrics such as fans, reach, and engagement.

Benchmarking against local market competitors available.

Pricing • Tiered SaaS-based pricing based on number of locations and products selected.

Product Roadmap • Forward focus on enabling brands to own the mobile consumer by connecting brands and consumers at the local level.

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Enterprise Local Marketing Automation Tools 2014: A Marketer’s Guide

Vendor Profiles Target Customer • Multi-location brands and their agencies

Key Customers Moz Local (Formerly Get Listed) 1100 2nd Avenue, Suite 500 Seattle, WA 98101 (T) 206-632-3171 https://moz.com/local

Acronym Bellhops Check ‘n Go Consultwebs Mike Blumenthal Search Influence

Key Executives Sarah Bird, CEO Dudley Carr, VP, Engineering David Mihm, Director, Local Search Strategy

Company Overview • GetListed founded in 2009.

• Acquired by Moz in December 2012.

• Rebranded and expanded as Moz Local in March 2014.

Product Overview

Product Roadmap

• Listings management tool based on spreadsheet template with location attributes that include address, phone number, store hours, categories, and local URLs. Updated spreadsheets feed user dashboard.

Automated distribution to five data aggregators -Infogroup, Acxiom, Foursquare, Factual, and Neustar Localeze – as well as online directories such as Superpages.com.

• Evolving from SMB market tool to product targeting multi-location enterprise brands and their agencies, including input and reporting via API. • Looking at providing more social features (i.e., ratings and reviews) and analytics in the future.

Pricing • SaaS-based pricing of $49/location annually.

• No setup or management fees.

• Annual contract is required and includes unlimited updates.

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Enterprise Local Marketing Automation Tools 2014: A Marketer’s Guide

Vendor Profiles Target Customer • Multi-location brands in the financial services, restaurant, retail, and hospitality industries Placeable 2601 Blake Street, Suite 301 Denver, CO 80205 (T) 855-433-7133 www.placeable.com

Key Customers Advance Auto Parts Bank of America Chase/JP Morgan Chase Chipotle Mexican Grill Nationwide Insurance Western Union

Key Executives Ari Kaufman, CEO Ty Kasperbauer, COO Greg Lems, CTO Scott Nelson, VP and GM, Placeable Lab

Company Overview • Launched as LocationInsight in 1996 as a division of InfoNow. • Received $5 million in venture funding in August 2012.

Subsequently spun off from InfoNow through PE-backed management buyout.

• Rebranded as Placeable in August 2013.

Product Overview • SEO-focused platform that combines local web page development and locator tools with a content management system (CMS) to establish high-ranking listings on Google and other search engines. Products include: Placeable. A location data management platform that allows enterprise marketers to import, organize, correct, clean, normalize and update location data– as well as augment it with relevant content like hours, promotions, videos, photos, menus and more.

• Features include bulk geocoding, CSV export and import, automated field matching, and single record and bulk address corrections.

Placeable Pages. A template-based landing page publishing tool for creating store locators and optimized, authoritative local content for both the web and mobile devices.

Placeable Pass. Enables users to automatically format and export accurate location data and enriched content to aggregators, online directories, search engines, and social networks.

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Pricing • SaaS-based licensing fee varies by number of locations and product modules selected.

Product Roadmap • Operates a $1 million R&D lab to invest in experimental campaigns for new clients and identify new technology partners.

• Focus on analytics, including a sophisticated performance dashboard and ROI calculator to provide measurable value for local marketing strategies and campaigns.

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Enterprise Local Marketing Automation Tools 2014: A Marketer’s Guide

Vendor Profiles Target Customer • Multi-location brands and their agencies Rio SEO 9255 Towne Centre Drive, Suite 750 San Diego, CA 92121 (T) 858-397-1500 www.rioseo.com

Key Customers Advanced Auto Parts Jenny Craig Sports Authority

Charming Charlie Regis T-Mobile

Key Executives Michael Gullaksen, Co-CEO Jeff Johnson, Co-CEO Chris Reid, SVP and General Manager Bill Connard, VP, Local Search Solutions

Company Overview • Created by Covario as a new division in April 2012.

Product portfolio includes 15 modules that are broken out into four categories: local SEO automation, social media marketing, mobile search and social, and enterprise search solutions.

• Acquired San Diego-based Top Local Search and its local SEO and business listing platform in May 2012.

• Acquired Seattle-based social marketing software provider Meteor Solutions in November 2012.

Product Overview • SEO platform that includes the following local SEO and mobile search modules: Location Finder.™ Provides SEO-formatted store/ location finder and local landing pages for country, state, and retailer landing pages. Includes integrated search and click activity analytics.

Mobile Location Finder.™ Allows users to build optimized and localized mobile landing pages for each city.

Local Search Optimizer.™ Automatically integrates best practice local SEO elements – title tags, descriptions, etc. – into location pages, and provides location analytics to measure local performance and on-page activity by site visitors.

Local Map Optimizer.™ Provides automated local map listing information across Google Places, Yahoo!

Local, Bing Local, and MapQuest search engines.

Includes a Facebook Places Optimizer™ feature for pushing listings data to Facebook.

IYP Link Optimizer.™ Delivers bulk feed submissions via APIs to listings aggregators including Acxiom, Infogroup, Factual, and Neustar Localeze. Uses

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a template approach and optimizes the feeds to automatically format data for each aggregator.

Location Management System.™ Enables users to manage business location data submissions and export custom spreadsheets formatted for search engine maps, data aggregators, internet directories, and social networks.

Pricing • SaaS-based monthly fees based on the number of modules licensed and the number of locations.

Product Roadmap • Software grounded in a template-based approach to easily format and optimize content and improve LMA productivity.

• Continued SEO focus with the goal of providing clients with strong local search verification, validation, and user experiences to improve SERP rankings.

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M A R K E T I N T E L L I G E N C E R E P O R T:

Enterprise Local Marketing Automation Tools 2014: A Marketer’s Guide

Vendor Profiles Target Customer • Multi-location brands in the financial services, retail, healthcare, restaurant, and travel industries SIM Partners 1601 Sherman Ave, Third Floor Evanston, IL 60201 (T) 800-260-3380 www.simpartners.com

Key Customers Allstate Insurance Amplifon Dentalplans.com US Bank Vantage Hospitality

Key Executives Jon Schepke, CEO Adam Dorfman, SVP, Product and Technology Tara Thomas, VP, Sales, North America Gib Olander, VP, Product

Company Overview • Founded in February 2006.

• Additional office in San Francisco, CA.

Product Overview • Velocity is a SaaS-based platform that offers the following functionality: CMS to create, cleanse, store, manage, and update local content.

Custom location web pages and business locator.

Built with responsive design and SEO best practices.

Integrate unique local content with brand specific collateral, including logos, colors, coupons, and messaging.

Easy-to-provision group pages to allow grouping of similar locations into a single, optimized city, region, division, or other group to rank higher in SERPs. Listings management and distribution to data aggregators such as Acxiom, Infogroup, Neustar Localeze, and Factual, as well as search engines, mobile app platforms, and GPS systems.

Review funneling to enable users to find and monitor location reviews on major review sites.

Optional call tracking at the local level allowing corporate marketers to identify and monitor phone calls.

API integration with third-party systems such as

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Marchex, Salesforce, Google, Kenshoo, IfByPhone, and Adobe Analytics.

Workflow management includes customizable user access levels, and corporate moderation of local data and pages.

KPI reporting that can be rolled up into corporate, regional, and local level reports.

• Velocity Social is an integrated social CRM tool that enables enterprise brands to more effectively manage social communities for multiple locations.

Includes social media publishing, account management, and monitoring/listening for Facebook, Twitter, and LinkedIn.

Pricing • Seat license as well as subscription-per-location pricing available.

Product Roadmap • Goal to help multi-location enterprises drive and report on revenue-generating actions like incremental clicks, phone calls, leads, and visits to locations.

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M A R K E T I N T E L L I G E N C E R E P O R T:

Enterprise Local Marketing Automation Tools 2014: A Marketer’s Guide

Vendor Profiles Target Customer

SproutLoud 15431 SW 14th Street Sunrise, FL 33326 (T) 888-2743802 www.sproutloud.com

• Enterprise brands looking to manage national-to-local advertising through channel partners in the health and medical, travel, manufacturing, financial services, and franchise industries

Key Customers Blue Cross/Blue Shield Cruise Planners/American Express Kimberly Clark McKesson Corporation Regent Cruise Line Royal Caribbean Cruises

Key Executives Jared Shusterman, CEO and Founder Gary Ritkes, Managing Partner and President Anjan Upadhya, Managing Partner, Technology Dave Kinsella, Managing Partner, CFO/COO

Company Overview • Founded in August 2005.

• Acquired Synergy Brand Management in October 2012 for franchise client base.

Product Overview • Positioned as a distributed marketing platform providing access to multichannel marketing tools and services through a web-based brand portal.

Digital channel services include email, social media marketing, SEO, PPC, reputation management, mobile web sites, customized video ad distribution to ad networks, microsites and landing pages, and personalized URLs. Offline channel services cover direct mail; vehicle wraps; outdoor advertising; print services; media buys for print, television, and radio; and event management and grass roots marketing events.

• Offers a service-based approach that includes brandcontrolled content, campaign execution, and local adoption and engagement strategies to facilitate the use of co-op and MDF funds at the local level.

• One-time setup fees range from several thousand dollars to six figures for enterprise brands with large user base.

Product Roadmap • A front-end interface that utilizes technology partnerships to integrate a wide variety of marketing features into the platform.

40 current partners including Google for Maps, USPS (direct mail and fulfillment), Acxiom (list procurement), Neustar Localeze (business listing management), ExactTarget (email marketing), and EMG3 (media buying and event management).

SproutLoud manages all IT integration including account creation, funds management, and list and data management.

Pricing • Based on the package of services or modules purchased by the brand or corporate marketing department (i.e., PPC, direct mail, SEO, email).

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M A R K E T I N T E L L I G E N C E R E P O R T:

Enterprise Local Marketing Automation Tools 2014: A Marketer’s Guide

Vendor Profiles Target Customer

SweetIQ 24 Mont Royal West, Suite 1003 Montreal, Quebec Canada H2T 2S2 (T) 888-573-5228 www.sweetiq.com

• Retail, restaurant, and service brands or agencies managing at least 200 to 250 locations

Key Customers Domino’s Pizza FedEx General Motors, 1-800-Got Junk?

Chem-Dry

Key Executives Mohanned El-Barachi, CEO and Co-founder Michael Mire, Chief Revenue Officer and Co-founder Brad Wing, Director Strategic Partnerships Robert Britton, Director Software Engineering

Company Overview • Founded in 2010 as Get Me Listed.

• Relaunched as SweetIQ in May 2012.

• Backed by undisclosed venture funding from Real Ventures, Tola Capital, Cossette Communications, Chales Songhurst, and Anshu Sharma.

Product Overview • Multi-tool platform offering three components: local SEO, listing management, and reputation management (brand ratings and reviews).

• Proprietary crawling infrastructure crawls one billion listings monthly to supplement API feeds.

• Bulk listing management module includes a CMS for centralizing listings data.

• Direct distribution through publishing agreements with online directory publishers.

Listings managed across search engines, directories, mobile apps, and social networks.

Reviews and ratings attached to store locations or listings managed by platform.

Filtered by sentiment or review source with alerts to flag reviews needing responses.

White labeling available for agencies managing client accounts.

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Pricing • SaaS-based monthly licensing fees based on number of locations.

• Three product tiers: listing management, data management, and analytics.

• Average enterprise price is $22/location per month.

• Volume discounts available; no annual contract required.

• Add-on professional services available to manage the platform and deliver customized reports.

Product Roadmap • Global product with current push into western Canada and the U.S. • Foundation as an analytics product with marketing automation layer added on.

• Local landing pages for web and mobile.

Including local mobile advertising.

• Online to offline tracking and attribution.

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M A R K E T I N T E L L I G E N C E R E P O R T:

Enterprise Local Marketing Automation Tools 2014: A Marketer’s Guide

Vendor Profiles Target Customer • Multi-location brands and their agencies Sycara Local 6263 N. Scottsdale Road, Suite 180 Scottsdale, AZ 85250 (T) 855-479-2272 www.sycaralocal.com

Key Customers Ethology Gannett Leverage Marketing Thomson Reuters

Key Executives Dan Boberg, CEO Jennifer Dorre, COO Bryan Ehrenfreund, SVP, Sales and Business Development Donna Kent, SVP, Marketing and Partnerships

Company Overview • Founded in October 2010.

• Received $3.2 million in extended Series A financing; including funds used for 2013 repositioning from enterprise to local SEO product.

• Additional office in Los Angeles, CA.

Product Overview • A local SEO and presence management platform focused on business listing management, reporting, insights, analytics, recommendations, and improvements to drive Local SEO and presence management success.

Tracks ranking data at the city, zip code, and city group levels.

Ranking data optimized for Google, Yahoo!, and Bing as well as online directories such as Yelp, YP, and Superpages.com.

Analytics include map rankings, citation tracking, quality of mentions, listing accuracy, and competitive analysis.

Listing accuracy tracked across 20 of the largest local directories in North America.

Competitive analysis provides actionable insights on opportunities for improvement.

Listing data distributed both directly and through four major data aggregators.

Listing syndication reaches more than 95% of search and directory traffic.

• Distributes enhanced business listings data across a combined reach of 300-plus directories Data optimized for both desktop and mobile sites and apps.

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Pricing • SaaS-based pricing based on number of locations and tools licensed.

• Annual contract required for listings syndication product; not required for reporting product.

• Average client spend is $10-$20/month per location.

Product Roadmap • Series B funding round anticipated to continue growth.

• Focus on analytics and visualization (i.e., mapping), including reporting roll-ups of SEO insights, results, and recommendations to help clients take action in fixing SEO and local marketing problems.

• Plans to add workflow management and expand online review tracking and features.

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M A R K E T I N T E L L I G E N C E R E P O R T:

Enterprise Local Marketing Automation Tools 2014: A Marketer’s Guide

Vendor Profiles Target Customer • SMBs, enterprises, and digital marketers including agencies, online directory publishers, and media companies

Key Customers

Universal Business Listing 6701 Carmel Road, Suite 202 Charlotte, NC 28226 (T) 704-200-9929 www.ubl.org

Deluxe Corp.

Hibu Walmart

FedEx JC Penney Wells Fargo

Key Executives Doyal Bryant, CEO and Co-founder Chris Travers, President, Chief Revenue Officer and Co-founder Paul Donlan, President, International & Global Partners Damian Rollison, VP, Product & Technology

Company Overview • Founded in August 2007 as a product of Name Dynamics, Inc., a publicly held company.

• Parent company rebranded as UBL Interactive, Inc. in June 2012 to reflect focus on core listings syndication business.

• Acquired Local Incite, a Chicago-based local SEO provider, in June 2013.

Product Overview • Focus on claimed listing accuracy and syndication through a large network of both U.S.-based and international resellers.

• Distribution network includes hundreds of search engines, aggregators, online directories, video and photo sharing platforms, mobile apps, and social networks including Facebook and Twitter.

• Global features include listing standardization and distribution for search engines and directories in Canada, Europe (U.K.), and Australia.

• Expanding suite of solutions now encompasses: Search engine optimization services.

Multimedia content management and syndication services, including in-depth business profiles, webcards, menus, videos, logos and other photomedia, article and blog editorials, and microblogging sites and posts.

Confirmation and correction of location data and pin placement in local mapping services and in GPS navigational apps.

Reputation monitoring, including reports on consumer reviews and ratings.

Customized, in-depth listing analytic services.

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Pricing • Discounted reseller pricing allows for 100% markup.

• Brand direct annual pricing averages between $50 and $180.

• No setup or API fees; no annual contract required.

Product Roadmap • Primary focus on expanding geographical points of presence and service footprint with plans to introduce Universal Business Listing’s solutions in up to eight new international markets in the near future.

• Continued focus on the global reseller market as part of bundled service packages offered by large agencies and aggregators.

• Plans to add more APIs for direct integration with online publishers.

• Introducing new dashboard to allow agency clients to manage multiple accounts and locations.

• More integrated reporting focused on local metrics, i.e., clicks, traffic, click-to-call rates, rankings, and reputation management.

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Enterprise Local Marketing Automation Tools 2014: A Marketer’s Guide

Vendor Profiles Target Customer • Multi-location enterprise brands and their agencies Where 2 Get It 5101 E. La Palma Ave, Suite 107 Anaheim, CA 92807 (T) 714-660-4870 www.where2getit.com

Key Customers Ben & Jerry’s Black & Decker Denny’s The Cheesecake Factory TrueValue Hardware

Key Executives Manish Patel, CEO and Founder

Company Overview • Founded in 1997.

• Privately owned.

• Research and development center in Chicago, IL. • Additional sales and development offices in Dayton, OH, Bozeman, MT, Montreal, Warsaw, and Hyderabad and Mumbai, India.

Product Overview • Multi-tool platform that provides the following capabilities: Business/listing claiming. Enables clients tclaim their locations across online directories and social networks including Facebook, Google+, Foursquare, Bing, Yahoo!, Yelp, and Zagat.

Business locator. Automatically shows Where2getit visitors a brand’s nearest location and how tget there utilizing unique GEO-IP technology tcapture a visitor’s address and dynamically display nearby locations.

Local landing pages. Allows local marketers tupload location data ta central CMS. Provides an optimized site structure and local keyword targeting across title tags, headings, meta descriptions, and body copy.

Local social manager. Provides social publishing, moderation, and analytics capabilities at the local level (i.e., Facebook Place Pages).

Review monitor. Users can monitor and reply tcustomers’ feedback and reviews across major social review sites.

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Local advertising. Provides desktop display and retargeting, paid search, custom local landing pages, mobile local display and paid search advertising services.

• Metrics tracked include leads, conversions, and ROI per location across all major channels.

• Allows clients to monitor the accuracy of brand location data across web, search, and social sites.

Pricing • Undisclosed SaaS-based pricing.

Product Roadmap • Growing group of mobile-specific local marketing features including design and development of mobile local display and paid search ads.

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M A R K E T I N T E L L I G E N C E R E P O R T:

Enterprise Local Marketing Automation Tools 2014: A Marketer’s Guide

Vendor Profiles Target Customer • Multi-location brands and their agencies Yext One Madison Ave, Fifth Floor New York, NY 10010 (T) 888-444-2988 www.yext.com

Key Customers Citibank FedEx Sears

Key Executives Howard Lerman, CEO and Co-founder Brian Distelberger, President and Co-founder Sean MacIsaac, CTO Wendi Sturgis, EVP, Sales and Services

Company Overview • Founded in September 2006 as GymTicket.com.

• Launched PowerListings in January 2011.

• Sold pay-per-call business called Felix to IAC in August 2012.

• Acquired software consulting and development firm Citrrus in April 2014.

• Has received more than $115 million in venture funding from Marker (Crescent Point Capital Group), CrunchFund, Sutter Hill Ventures, Insight Venture Partners, Institutional Venture Partners, and WGI Group.

Product Overview • Positioned as a multi-tool platform that manages the following: Locations: A CMS that holds all location data, including addresses, maps, geodata, store hours, logos, and photos. Users can bulk edit all locations to change hours or promotions across search engines. Includes a workflow/permissions hierarchy.

Listings. Enables automatic updates by directory, search engine or social network. PowerListings Network provides proprietary integrations with 50 directory publishers.

Reviews/visibility. Automatically monitors and detects reviews posted to all listings. Sentiment engine filters by positive or negative keywords with routing to appropriate internal staff for follow up.

Social media. Enables users to create feeds for social posts and simultaneously post to websites through the platform.

Pages. Includes web page templates to create local sites and content. Responsive design to optimize for mobile devices. Creates individual URLs for each location. Automatically syncs listing updates across sites, mobile, and directories.

• Analytics track traffic by site, time or location.

Tracks searches, views, Facebook likes, and clicks. © 2014 Third Door Media, Inc. • http://digitalmarketingdepot.com

Downloadable through CSV files.

• Full global support with standardized foreign addresses.

Pricing • SaaS-based pricing based on account and location-level features.

Listings and page development tools priced by the number of locations.

CMS product priced at the account level.

• Average annual enterprise contract ranges from $50,000$100,000.

• Add-on professional services available through Citrrus acquisition for system integrations.

Product Roadmap • Time in market and significant venture funding has made Yext the biggest vendor in a fragmented and growing LMA market.

• Goal to provide multiple capabilities – listings management (including standardized foreign addresses), store locator pages, online reviews, social media management – to maintain or gain share over point solutions.

• Targeting international growth with plans to cover foreign search engines in 2014.

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M A R K E T I N T E L L I G E N C E R E P O R T:

Enterprise Local Marketing Automation Tools 2014: A Marketer’s Guide

Resources Websites www.marketingland.com www.screenwerk.com www.searchengineland.com

Articles “4 Tips to Effectively Localize Your Search Marketing,” by Judge Graham, President, Sq1. http://searchenginewatch.com/ article/2325911/4-Tips-to-Effectively-Localize-Your-Search-Marketing “ “Local SEO & Listing Management: A Blueprint for Multi-Location Brand Success,” by Bill Connard, Vice President of Local Search Solutions, Rio SEO. http://searchenginewatch.com/article/2328576/Local-SEO-Listing-Management-A-Blueprint-forMulti-Location-Brand-Success “Three Steps for Crushing Multi-Location Local Search,” by Paul Bruemmer, Managing Partner, PB Communications LLC. http://searchengineland.com/three-steps-for-crushing-multi-location-local-search-178001 “What Will 2014 Bring For Local Search? 6 Predictions,” by Chris Marentis, Founder and CEO, Surefire Social. http:// searchengineland.com/local-search-predictions-2014-179932

White papers The Kenshoo Guide to Local Search. www.kenshoo.com How Local SEO + Influencer Retargeting Can Deliver Record ROI. www.rioseo.com

Research reports 6th Annual 15miles/Localeze Local Search Usage Study, conducted by comScore. www.15miles.com or www. neustarlocaleze.com 2013 Local Consumer Review Survey. http://www.brightlocal.com/2013/06/25/local-consumer-review-survey-2013/#decision How Brands Can Execute National Campaigns at Scale. http://marketing.balihoo.com/blog/lana-odintsova/new-balihoodigital-marketing-study-how-brands-can-execute-national-campaigns-at-scale#sthash.jWJ6oh4I.dpuf U.S. Local Media Forecast (2012-2017). http://www.biakelsey.com/Research-and-Analysis/Forecasts/US-Local-MediaForecast-Full-Edition

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