If you want your marketing automation goals to be achieved, then the platform you choose quite obviously, needs to have all the tools that are relevant to your business. Cost, in this sense, shouldn’t necessarily be the primary driving factor in your decision-making, but rather the return on investment (ROI) that will be generated.
For a high ROI, the marketing automation solution must enable the collection and analysis of data and give your marketers the ability to execute and update campaigns based on the insights that the data reveal right from inside the platform.Other essentials include:
- Complete automation throughout the entire customer journey – which begins with driving website traffic, and then moves on to lead generation, lead nurturing, lead scoring, and marketing and sales alignment.
- Testing and optimisation capabilities – A/B and multivariate testing across campaigns, enabling refinement strategies for everything from emails to landing pages.
- Personalised, real-time messaging – such features need to be configurable so that they are triggered when leads or customers interact, perform a specific action, or behave in a particular kind of way.
Now You Just Need the Buy-in
Convinced by the powers of marketing automation?
You should be, for they are real. But getting the buy-in from the executive suite for any new piece of technology – marketing automation software or otherwise – is not always a guarantee.
And so, you need to prepare a pitch.
Building Your Business Case
What’s the business case for implementing marketing automation?
To answer this question, you need to think about what the overall business objectives of your company are and how a marketing automation solution will help achieve them.
For instance, if growing your customer base is high on the agenda, then marketing automation will help generate better-qualified leads, improve the hand-off process between marketing and sales, and so generate more revenue.
If it’s improving customer lifetime value, then marketing automation can be used to deliver better-targeted content to existing customers in order to convince them that sticking with your service is the smartest decision to make.
Whatever your goals are, it’s important that you are able to demonstrate that marketing automation will enable you to achieve them.
Support Your Case with Research and Data
A business case, of course, is only ever as good as the evidence that supports it.
There’s plenty of research and data out there that highlight the benefits that marketing automation will unleash.
Your job will be to find the right research that backs up your business case.
Here are some key stats to get you started:
- Aberdeen Group reports that companies who use marketing automation convert 53% more leads to marketing qualified leads and report revenue growth 3.1% higher than non-users.
- A VentureBeat Insight report reveals that 80% of companies that use marketing automation see their number of leads increase and 77% also see their number of conversions increase.
- 74% of marketers say that one of the biggest benefits of marketing automation is found in how it enables a company to save time. 68% also cited increased customer engagement as a key benefit, 58% said they were impressed with the ability to send more timely communications, and 58% said that increased opportunities (such as up-selling and cross-selling) were a major benefit.
- A separate survey found that lead nurturing (57%), analytics and reporting (52%) and list segmentation (39%) were the most valuable benefits of marketing automation (so take your pick as you build your business case).
Marketing automation is also considered to be great value for money by the vast majority of users. 57% consider it to be either fairly priced or inexpensive, with 22% thinking that it’s a bit pricey, but nonetheless worth it.
Only 11% consider it to be too expensive.
Over to You
Now it’s your turn. If you conduct solid research into your chosen platform, demonstrate how it will help your company achieve its specific business goals and provide decent data to back it up, you’ll certainly have a strong marketing automation case to present.
Incisive Edge is a HubSpot Gold partner, although we work with all the major marketing automation platforms. Our specialism is marketing automation optimisation – basically, making your platform work harder to drive conversions and ROI.
If you’re interested in implementing a marketing automation platform or want to get more out of your existing system, just contact us.