Marketing Automation: Before and After
If you’re on the fence about marketing automation, it might be best for you to take a look at how it can transform your business by comparing the before with the after.
First, you may be wondering how a move to marketing automation will benefit your business financially. It’s a fair question and one with an interesting answer. On average, marketing automation costs less than what it would cost you to hire three to four employees to do the same job. Combined with payroll taxes, health insurance, and other benefits – this could mean huge savings for companies.
Marketing automation is also able to make a significant impact in small to medium sized companies. For the most part, those marketing departments are relatively small, so it’s difficult to devote the time and energy to daily tasks let alone things like updating databases and tracking content performance. Marketing automation can make a major impact in these areas by doing that work for you.
Marketing Automation: The Before
When we start getting into the before of larger, multi-national companies, the impact that automation can have becomes even clearer. Large companies are often running campaigns and social media accounts for several locations or departments, all at the same time. As an example, Unilever owns more than 400 brands worldwide. They have a variety of marketing campaigns for different brands, in different parts of the world, for different products; at any given time. Marketing automation would help a company like Unilever manage the activity on all of their social media sites, including scheduling content, tracking interactions and followers, and delivering real-time data to see how a strategy is performing overall.
Working the Demographics
Besides tracking how well your campaigns are performing, marketing automation gives you the ability to target them to specific demographics. If you’re targeting clients of all kinds, marketing automation can help you specify where they fall in the buying pipeline. Are they marketing managers themselves or are they business owners? Automation can help you keep that information straight while sending targeted messages to all of your clients. Most companies will see an increase in sales and conversion rates once they implement marketing automation solutions.
Beyond all this, marketing automation will create a more predictable revenue cycle and align your sales and marketing teams, which will substantially increase your growth. Some experts say that by using marketing automation, a company can expect a 29% increase in won deals as opposed to 19% won deals, without marketing automation. Your sales department will benefit as well. For a majority of companies, 73% of the leads that the sales department receive, go nowhere. With marketing automation, you’re able to identify and cut out the 73% ahead of time, which means that your sales team is able to focus on high-quality leads. Not only that but since nurtured leads tend to spend about 47% more than non-nurtured leads, you don’t have to wait around for your sales team to establish relationships. Marketing automation has already done that for you, with targeted, personalized messages and content.
These are only a few of the ways that marketing automation can benefit your company and transform your sales team. If the after looks better than the before to you, contact us today to get started with your marketing automation solution!
