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Should Your B2B Organization Invest in Marketing Automation?

Oct 23 2018 | Overground Overground

Should you invest in marketing automation technology? In today’s digital world, many B2B marketers are facing this decision at their organization. While it’s easy to understand the benefits of marketing automation, it’s a significant investment upfront that requires the right training and resources in order to be effective.

If you’re currently evaluating whether you should add marketing automation to your technology stack, here are four questions to consider that will help you determine if marketing automation is right for your organization.

What is Marketing Automation?

Simply put, marketing automation is the software and technology stack used to automate repetitive marketing actions, like email sends, social media engagement, text messages, etc. You can set workflows and “rules” based on the actions people take, like if they do or do not open an email, click through to the website, or what email to send based on what page someone from which subscribes to your email newsletter.  

#1: Do You Have a Longer Sales Cycle?

Most B2B companies have a longer sales cycle than their B2C counterparts. If your sales cycle typically spans the course of several months, it’s important to nurture your leads with relevant content to stay top-of-mind and keep your prospects warm throughout their decision-making process.

If you’re currently generating leads that aren’t turning into customers over the course of your sales cycle, then marketing automation may be a good fit for you. Marketing automation’s robust lead nurturing capabilities allow you to target your prospects with the right message, at the right time depending on where they are in the buyer journey, so you can start turning more of the right leads into real customers.      

#2: Do You Know Where Your Leads Are Coming From?

What channels and content types are you currently using for your marketing efforts? Social media? Paid search? Email? Whitepapers? Webinars? Of the channels and content types that you’re using, do you know which ones are performing the best and driving the most leads?

If not, marketing automation can help with that. A marketing automation platform can act as a central hub that tracks all of your marketing data from these different sources. As a result, you can compare and contrast performance across platforms and sources, better understand what’s working, and use real data to drive your future marketing decisions.

#3: Can You Attribute Marketing’s Contribution to Revenue?

87% of senior marketers do not feel confident in their ability to impact the sales forecast as a result of their programs. If you can you relate to this statistic, marketing automation technology can help you move beyond reporting on metrics such as email opens and clicks, and actually start measuring marketing’s influence on revenue.

When configured correctly, marketing automation platforms, such as Marketo, can allow you to actually attribute individual marketing touchpoints to closed and won opportunities. Beyond attribution models, marketing automation platforms can optimize marketing dollars by allowing your marketing teams spend time on more rigorous tasks, instead of the time-consuming tasks, like sending emails, and these platforms even reduce the amount of human error involved.

#4: Do You Have the Right Resources to Effectively Implement Marketing Automation at Your Organization?

Unfortunately, there’s not an “easy button” for implementing marketing automation technology at your organization. Signing the contract is just the beginning and a successful implementation requires comprehensive training, a well thought out strategy, and a dedicated team of power users to execute this strategy.

In order to get the most of your platform and achieve a return on your investment, you might want to hire a marketing automation consultant, such as Overground, that can help you customize the technology and implement it in a way that best fits for your business’s unique goals and objectives.

Interested in learning more about how marketing automation might be a fit for your organization? Let’s talk

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