An Executives Introduction to Marketing Automation: 3 reasons you should be introducing it right now!
There are plenty of benefits to marketing automation, and it’s likely that whoever’s responsible for your marketing has heard it all before: how it can shorten your sales cycle, align Sales and Marketing and provide better customer insights.
But while experts universally agree on the positive business impact of marketing automation, we understand that you are unlikely to purchase a solution unless you are able to clearly understand the impact it will have on your business’ bottom line.
This quick guide will provide the selling points of marketing automation that are of most interest to you.
For those of you that have escaped the hype about marketing automation, here’s a brief introduction:
Marketing automation is a category of software which automates and measures marketing processes so companies can work more efficiently and grow revenue faster.
3 reasons you should be using marketing automation right now!..
1. To maximise performance
A properly implemented marketing automation solution will improve conversion rates, lower costs and increase your revenue by helping you to make the most of your inbound leads.
Let’s take a look at how:
By increasing the number of selling opportunities
With marketing automation, the Marketing team has tools to automate nurturing workflows to foster long-term relationships with prospects.
A steady stream of content, which reinforces the need for your solution, is delivered over time and across a range of channels based on prospect behaviours. This generates well-qualified leads that have displayed buying intent.
Lead nurturing also helps to establish your company as a trusted resource, making prospects feel comfortable purchasing from you – and making Sale’s lives easier when they are ready to engage.
By re-engaging leads that are passed to Sales prematurely
When leads are advanced to sales prematurely, many are incorrectly discarded due to unresponsiveness.
Rather than wasting what has the potential to be a future customer, a marketing automation system will automatically keep in in touch with them and keeping your company first in mind as they continue to educate themselves.
By preventing loss of leads
Many leads never have a meaningful conversation with a Sales representative.
Lead scoring allows you to automatically assign a value to leads based on demographics, BANT criteria and online behaviours. By tracking and assigning appropriate weights to each of these factors you can identify the qualified leads who are ready to engage with a salesperson while nurturing leads who are still in the research phase.
Tracking online behaviour also gives Sales all the information they need about who they are, what they have an interest in, and where they are in the buying process so they can talk to them about their specific needs.
2. To increase productivity
Marketing automation is an enabling technology, lets see how it can increase productivity:
By helping deploy more, and better, campaigns
Without marketing automation technology, marketers are forced to use a range of silo tools to create the different aspects of their campaigns – like forms, landing pages, emails, and nurturing campaigns.
Marketing automation allows marketers to leverage a single interface to create, deploy, and measure the success of campaigns, giving them a 360-degree view of the prospect.
It’s only by achieving this 360 degree view can we effectively provide personalised interactions, drive better engagement and encourage long term loyalty – ultimately increasing revenue!
By cutting expenses
Marketing automation reduces the time taken and unnecessary expense caused by executing campaigns manually.
3. To maximize efficiency
Marketing automation software gives companies in-depth insight into the effectiveness of their campaigns using a range of metrics (e.g. revenue, pipeline, investment, ROI and prospects generated). This allows them to abandon less successful campaigns and focus their efforts on the ones that drive revenue.
It is even possible to identify all the marketing activities that have touched a conversion as it moves through the sales funnel and measure the value of each touch.
…So why introduce marketing automation now?
Get there before your competitors do
Marketing automation is the fastest-growing technology segment. With 43% of marketers already using the software and 45% planning to adopt it this year, marketing automation can no longer be ignored by B2B marketers, and if your competitors aren’t leveraging marketing automation already, they likely will be within the next year or so (B2B Marketing’s Marketing Automation Benchmarking Report).
Marketers say that the biggest benefits of Automation are Saving time (74%), Increased customer engagement (68%), More timely communications (58%) and Increased opportunities including up-selling (58%) – Adestra Marketer vs Machine (2015)
80% of marketing automation users saw their number of leads increase, and 77% saw the number of conversions increase. – VB Insight “Marketing Automation, how to make the right buying decision” (2015)
B2B marketers who implement marketing automation increase their sales-pipeline contribution by 10%. – Forrester Research “The Forrester Wave Lead-To-Revenue Management Platform Vendors” (2014)
It doesn’t have to be time consuming or expensive
As part of our Accelerate Program we will implement a fully functioning marketing automation system in your business – with no long term contract or high service fee. This means you’ll get to see the real impact it will have on your company’s leads, sales and revenue so you can make an informed decision on whether marketing automation is for you.