In the digital and IoT era where everything is just a click away, marketing function has gone through a major shift with a need for better customer data integration, and mapping customer experiences to a company’s vision of Omni channel customer service. The emergence of marketing automation has paved a new and innovative path for marketers. Referring to the marketing automation adoption statistics on average 49% of companies are currently using marketing automation tools. With more than half of B2B companies (55%) adopting the technology. According to a recent survey by Ascend2 91% of the most successful users agree that marketing automation is “very important” to the overall success of their marketing across channels.
Lead generation – biggest challenge for Marketing and Sales teams
Recent reports suggests that the majority of companies don’t really know which marketing tactics to use in order to guide leads down the sales funnel. For example, 65% of companies don’t have a defined lead nurturing process or toolset in place. As a result, a shocking 79% of leads never end up buying. As per another survey by Ascend2 on marketing automation trends 63% of companies outsource all or part of marketing automation strategy planning. 51% uses a combination of outsourced and in-house resources, 12% outsourced all to a specialist. 37% uses in-house resources only.
Marketing automation tool is widely acknowledged as critical to communicate with customers and prospects in a scalable, automated and personalized way. There are still some perceptions around marketing automation being too complicated, too expensive and companies not really knowing what it’s really good for. Companies have massive volumes of data to integrate from various applications and departments. As a result, data integration has been a thorny issue for many, where they have only pieces of a customer’s profile residing in various applications. As a result, company departments often have access to only portions of customers’ data, which could be more informative if they had a complete picture — often referred to as the 360-degree view of the customer. If you have a structured way of sharing data insights, the productivity goes up and better results in terms of customer service.
Main benefits of Marketing Automation for marketers are:
- Taking repetitive tasks out of marketers hands, allowing focus on new/more exciting projects
- Better targeting of customers and prospects
- Improving the customer experience
- Better email marketing
- Reduction of human error in campaigns
- Lead management and multichannel marketing
As per recent study and survey results by Marketo & Ascend2 here are some most useful metrics to measure marketing automation performance
Armed with these resources, you’re ready to start knocking down those roadblocks in adopting marketing automation strategy.