If you want your marketing automation goals, it's crucial to choose a platform that offers the necessary tools for your business. This includes marketing automation tools, the best marketing automation software, and an effective email marketing tool. While cost is a consideration, it shouldn't be the primary factor in your decision-making. Instead, focus on the return on investment (ROI) that the platform can generate.
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.
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.
Check out the following blogs for more information:
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 your goal is to improve customer lifetime value, utilizing marketing automation tools and social media marketing can enhance your strategy. By delivering better-targeted content to existing customers, you can persuade them to continue using your service. Incorporating automation features enables you to efficiently implement these tactics and ensure that sticking with your service is perceived as the smartest decision.
Whatever your goals are, it’s important that you can demonstrate that marketing automation will enable you to achieve them.
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:
Marketing automation is highly regarded as a cost-effective solution by the majority of users. Approximately 57% find it to be fairly priced or inexpensive, while 22% perceive it as a bit pricey, but still worthwhile. This value for money is particularly beneficial for optimising marketing efforts and empowering sales teams.
Only 11% consider it to be too expensive.
Now it's your turn. If you conduct solid research into your chosen platform, specifically focusing on CRM and marketing automation, and demonstrate how it will help your company achieve its specific business goals, you'll certainly have a strong case to present. Incorporating a b2b marketing automation tool can provide significant benefits, so make sure to provide decent data to back up your claims and showcase the potential advantages of this integrated approach.
Incisive Edge is a HubSpot Platinum 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.