Why Marketing Automation In 2016?

by Brandon Contreras on March 24, 2016

This content originally appeared on Creation Agency blog.  For more content on social selling, digital marketing, social media, and marketing automation please check out the #60DoD campaign

It's no surprise that marketing automation is receiving a great deal of acceptance in the Enterprise space. There's currently a 60% adoption rate for companies generating revenue of $500m and above. Solid! But, a bit further down the organizational food chain there are a great deal of companies that don’t get it.  In the SMB and mid-market range marketing automation adoption is as low as five percent.

Tied together and shocking, Sirius Decisions found that 85% of B2B marketers using a marketing automation platform feel they’re not using it to its full potential.

In the face of these numbers, there needs to be more education. Those who haven’t adopted need to understand the why, and those who have adopted need to know the how.

Marketers Still Unclear

There are many that I speak with who believe that Google Analytics paired with Mail Chimp constitutes marketing automation. This may have been true five years ago but not today.

True marketing automation involves having all of your digital marketing tools and tactics in one central application. Using disparate platforms is the old way of doing things.

Marketing automation provides companies one central location for all of your digital channels and data to congregate. You now can measure, analyze and report on the performance of all tactics in one location. You are now better able to understand buyers as never before. Exciting!

Right Message, Right Person, Right Time

You need real-time buyer data in order to get the right message to the right person at the right time. Nurturing a buyer towards an eventual purchase requires you to be relevant, timely, and personal in messaging. On top of this, complexity in messaging is no longer about simply getting the right email in front of your buyers. You are now required to deliver relevant content over a variety of channels.

It’s apparent that B2B marketers are struggling with the delivery of targeted content. Forrester research cites targeted content delivery as their biggest challenge. Using a marketing automation platform helps marketers by tracking and organizing individual content assets. Marketers can aggregate the data and automate what content is getting delivered to whom on a 1-1 individualized basis.

Competitive Advantage

Marketing automation is no longer a nice to have, it’s a must have. Hopefully, you’re not too late. Pedowitz Groups found that 63% of companies that are outgrowing their competitors use marketing automation. Huge!

Forrester Research also found that B2B marketers who implement marketing automation increase their sales pipeline by an average of 10%. Is this enough for a wake-up call?

Aligning Sales and Marketing

It’s crazy that in 2016 organizations are still struggling to get sales and marketing on the same page. Sales and marketing continue to play the never ending blame game.

All is not lost. Gleanster found that 69% of top performing companies cite cooperation between marketing and sales as the most critical value driver for maximizing marketing automation ROI. Huge!

The Next 14 Days

Over the next 14 days I’m committed to helping marketers understand the value of marketing automation with quick and painless video snippets (Published on LinkedIn Profile). Each day I’ll offer one morsel as to how marketing automation can help eliminate redundancy, inefficiency, as well as, destroy gaps in your current marketing processes. My goal here to educate and help marketers take their digital + data game to the next level. 

If you have ever attended a demo of a marketing automation platform you know it can be overwhelming. There are a great many features and tactics that the technology offers. I hope to break this down and offer something easy to digest. If you are new to marketing automation you can quickly assemble these pieces of the puzzle. Hopefully this is helpful!

Here is a list of the areas I’ll cover over the next 14 days.

Hopefully, you will join me!

  • List segmentation
  • Automated Drip Campaigns
  • Website Visitor Tracking
  • Customizing a Landing Page
  • Creating custom email templates
  • Publishing to Social Media
  • Creating custom surveys
  • Optimizing content for SEO
  • A/B Testing on email, landing pages, and automated programs
  • Revenue attribution
  • Real time sales insight into individual buyer’s behavior

 Thanks for reading, thanks for watching… more importantly thanks for commenting and sharing!

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Brandon Contreras
Senior Manager, Global Channels at Act-On
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