What Is Marketing Automation?
Specifically, Marketing automation is a category of software technology that allows companies to streamline, automate, and measure marketing tasks and workflows, so they can increase operational efficiency and grow revenue faster.
What this means for you in reality, is that Marketing Automation is the solution to amplifying and streamlining one to one relationships with existing and potential customers at scale.
It allows you to walk the line between sales and marketing and bridge the gap that can traditionally exist between these business units.
A Marketing Automation Platform (MAP) can empower your organisation to do the following:
THE most important item that Marketing Automation should do is support your business goals and growth. Without this core functionality, it is a waste of time and money.
Any company that properly implements a MAP can expect some core benefits:
Most MAPs will have common features and functions.
These features include:
Many MAPs will also include other unique features and integrations with 3rd party platforms, in order to increase their usefulness.
Marketing Automation works by:
After implementing a MAP, Organisations can expect three core benefits: more Pipeline, more productive Sales reps and higher Revenue
(as found in the Marketo Benchmark on Revenue Performance – Sept 15, 2012 n=489).
One survey, by Nuclear Research, found 95% of companies reported some benefit from marketing automation. Their research showed an increased productivity in sales staff averaging 4% and marketing staff between 1.5% and 6.9%.
89% of marketers said email was their primary channel for lead generation. (Forrester Research)
Companies that automate lead management see a 10% or greater increase in revenue in 6-9 months. (Gartner Research)
Businesses that use marketing automation to nurture prospects experience a 451% increase in qualified leads. (The Annuitas Group)
In a benchmark study by eMarketer, research found that B2C marketers who use marketing automation- including everything from birthday emails to cart abandonment programs – have seen conversion rates as high as 50%.
Marketing automation brings ROI to your marketing efforts, enable your organisation to maximise email marketing processes and effectiveness and to to connect the dots between that promotional email you sent last month, that webinar you hosted last year, and the revenue your CEO sees this week or can expect to see next quarter.
Don’t fall into the trap of purchasing a MAP for your organisation, just because everybody else is doing it.
Any solution you implement in your business needs to be right for your organisation.
Below are some good questions to ask when deciding if Marketing Automation is the right move for your business.
These are all good signs that marketing automation could work for your business.
The key here is understanding that marketing automation does not do marketing for you, but can help scale your successful efforts.
While there are important differences between different MAP vendors, success is often primarily determined by three things:
By investing in these areas, you can achieve solid ROI from marketing automation.
The key is to “think big, start small, and move quickly”.
In other words, the best results usually come from getting started with what you have today, and then incrementally investing over time to move up the curve.
After years of using and implementing most of the major marketing automation tools available in the marketplace, featurist has a firm understanding of their individual advantages and disadvantages.
We’re not advocates for any one tool; instead, we serve as champions for your organisation’s interests, helping you select tools based on the skill sets you have and the objectives you want to accomplish.
If you would like to explore Marketing Automation options and determine the right solution for your organisation, then get in touch.