B2B Marketing Blog

3 Reasons Why Marketing Automation Is Worth the Investment

Oct 23, 2017 10:30:00 AM / by Lisa Shepherd

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Are you among the 63% of businesses that said their top marketing challenges are generating traffic and converting leads?1 If so, you need to revisit your marketing strategy and strongly consider including a marketing automation solution.  Marketing automation software gives you rich insights into your website visitors allowing you to understand how to attract more.  You will learn if they are finding you through organic search, paid search, email, direct traffic or social media and you will have visibility into their content areas of interest.  Understanding your visitors, contacts and customers will also help you tailor your efforts to improve the quality of your leads, ultimately helping you convert more.  You will understand the return on investment of your various campaigns based on the metrics available for tracking and attribution. This plethora of information will allow you to make insightful decisions about which tactics to employ and the timing and frequency of your campaigns, ultimately helping you attract more visitors, convert more leads and delight more customers. Still not convinced?  Here are three things to consider: 

1. Drives Revenue

One of the top benefits of a marketing automation platform is the ability to drive qualified leads.  And the numbers support my earlier claims.  According to Hubspot’s ROI report, businesses using marketing automation saw a 3.30X average increase in monthly web visitors.  Furthermore, businesses using marketing automation saw an average increase of 3.5X in monthly leads.  But most importantly these leads are quality leads with 79% of businesses reporting a growth in revenue when using a marketing automation solution.2

2. Increases the Efficiency of Your Marketing Department

If the increase in leads, conversions and revenue were not enough to sway you, then consider the increased efficiency of your marketing department.  Marketing Automation integrates all your tools to provide you clear visibility to your marketing efforts and allows you to easily determine the return on investment of any given campaign.  You may be one of those companies that still uses one tool for email marketing, one for social media (or you might manage each social stream separately), one for creating landing pages and so on.  Now with an all-in-one tool your team’s learning curve and need to manage multiple platforms and consolidate data is gone which allows them to work far more effectively.  Your team can invest time on strategic campaigns instead of the administrative nightmare of amalgamating data from various tools and ensuring lists and assets are managed in multiple software systems.  The result?  You will have a happier, more engaged team and you will benefit from their marketing expertise instead of wasting their time with administrative tasks.

3. Tracks and Reports on ROI

What tells a better story than ROI measurement?  With a marketing automation platform, you can pull in all your data to a centralized dashboard and provide lead and customer tracking and attribution.  Marketing leaders want visibility which is why 67% of marketing leaders currently use a marketing automation platform.3 The quick glance dashboards that are colour coded green and red make it easy to see how you are doing and the ability to customize reports is almost limitless.  You can provide stakeholders with the data they are looking for at the frequency they desire. 

What are you waiting for?

63% of companies that are outgrowing their competitors use marketing automation.  Don’t be left behind!  Read the top 5 things to consider before diving into B2B marketing automation.     

Contact us today to discuss a marketing automation solution that could work for your business!

Sources:

1 https://www.hubspot.com/marketing-statistics

2 https://www.hubspot.com/roi

3 https://www.emailmonday.com/marketing-automation-statistics-overview

Topics: Marketing ROI, B2B Marketing, B2B Marketing Strategy, B2B Marketing Planning, Marketing Automation, Marketing Plan, B2B marketing tactics

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