It’s quite amusing when you get to know the subject of marketing automation a little bit, how your perspective and point of view may change and how different you look at the dilemmas you had before. When you see the question “Why use marketing automation?”, it seems so obvious that if you have this mighty force at your disposal, it is such a great convenience, and at the same time a competitive advantage that you simply cannot miss it. Nevertheless, most readers of this article may just be at the starting point of seeking and gaining knowledge about new marketing technologies, and this text is for them. If you already have some information about marketing automation, do not give up reading, because maybe you will update your knowledge.
Is Marketing Automation worth the effort?
By implementing marketing automation in your company, you gain new quality for the marketing and sales departments. Just look at what the numbers say when you decide to do that, according to different researches. Nucleus Research says sales productivity increases by 14.5% on average, and overall marketing costs drop by 12.2%. The Aberdeen Group reports that 67% of the best marketers want to use new marketing technologies, and 87% of top-performing companies do it! According to Social Media Today, 75% of marketers use at least one type of marketing automation tool and 67% of the leaders in marketing benefit from at least one of the marketing automation platforms. Even if the survey participants do not declare that they use any martech tools, 40% of them say they will invest in some of them within 12 months (Liana Technologies). Don’t these numbers impress you? So how about the results of the Annuitas Group research, which says that the average quantity of qualified leads increases by 451% (four hundred fifty-one percent!) and that the leads nurtured with new methods make 47% larger purchases? Besides, according to Salesforce, lead volume increases by 27%, campaign deployment boosts by 28%, lead conversion rises by 30%, and ROI marketing increases by 25%. These are average values, which means that in your company these results can be even better!
Do you see how huge this potential is? Besides, considering how many marketers already use marketing automation tools and how many declare they will do so, it becomes almost mandatory. After all, how would you compete with firms that have developed marketing automation if you only had traditional tools at your disposal? It will not be an exaggeration if we compare it to a duel of a wooden stick with a metal knife. Of course, you can try, but the results are rather known in advance.
Isn’t Marketing Automation an opportunity for your business?
Do I still have to convince you why you should use marketing automation? If so, let me list just some of the specific benefits you can achieve. You will reduce costs. Many of the processes that your employees have had to oversee until now will be automated. Marketing campaigns will require a one-time setup, and they will trigger automatically based on certain criteria. And the point is not that you will have to dismiss half of your employees due to lack of work. You will simply increase their efficiency which will translate into revenue numbers. Thanks to the fact that they will not have to deal with repetitive activities, they will gain time and energy to focus on more beneficial activities. Think about it this way – with the same hours of your employees available to you, you’ll have more results. It sounds like an entrepreneur’s dream, right? Also, you’ll observe better cooperation between sales and marketing teams, since they will finally be able to use the same tools to achieve similar goals! Thanks to up-selling and cross-selling, you will increase revenue and the size of an average deal. Combining this with better work organization, prioritization, lead qualification, and lead management, you will boost your Customer Lifetime Value and ROI. And this is only a small part, literally a fraction of the upcoming benefits. I have listed only the most general and obvious ones.
Sometimes it is best to illustrate a thought to convey it well. Think of marketing automation as switching your company into autopilot mode. The one whose skills you know and whom you simply trust. If marketing automation would be a product itself, one of the best slogans, that I can think of, would be “Less repetition, more creativity!”. More time, more options and more results. That’s the reason why you should use marketing autoamtion.