Marketing is an essential tool in keeping a business alive, and without it your products or services won’t reach the right target market. In the field of online marketing, there has been a lot of buzz surrounding the process of marketing automation, and it’s not that hard to see why: Companies utilizing marketing automation platforms experienced a 451 percent increase on their qualified leads and an average of 53 percent uptick on their conversion rates.
As enticing as it may sound, however, not all businesses are cut out to utilize marketing automation due to several factors. Here are some helpful online marketing tips from experts to help you determine whether your business can benefit from a marketing automation platform or not.
In his article for G2 Crowd (@G2Crowd), Patrick Biddiscombe (@pbiddiscombe) shared four main considerations before considering a marketing automation platform. First, if a business involves a long sales cycle, or one that involves multiple stakeholders or complex purchasing decisions, acquiring marketing automation tools can work to their advantage.
Though investing on marketing automation can have a positive effect on your ROI, these types of platforms are usually complex to implement; therefore, you should determine if your company has enough resources to make this program successful. You can begin by determining your inbound lead velocity, the size of your contact database, the current traffic on your website, your investment in content marketing, and a true understanding of your target audience.
Finally, Biddiscombe suggested that having an inside sales model, with a clearly-defined sales process and a service-level agreement between your marketing and sales teams, is a crucial factor in the success of a marketing automation effort. Moreover, cleaning and organizing your CRM data is important before laying in additional data from the marketing platform, otherwise you’ll have to deal with an increased cost for data cleansing.
Investing in a marketing automation platform is undeniably a huge commitment, but having the personnel, processes, and data at hand can spell success for this type of investment. Like any other online marketing strategy, marketing automation might also undergo changes for the better, so it’s best to keep track of the latest online marketing news from sources like Marketing Digest (@mktgdigest).
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