The MTEX Expo logo

25 & 26 MARCH


Three Reasons Why You Should Look Towards Marketing Automation

Marketing automation is today's platform from which marketers are delivering their content. Here are three ways MA technology will bring a smile to your face:

It's here to stay.

Different research provides varying statistics on just how many UK companies are using marketing automation tools, but what is clear is that MA use has grown at a significant rate; a study by Jordie van Rijn, published on emailmonday, shows that there are almost 11 times more B2B organisations using marketing automation now than there were in 2011.

The Huffington Post declared marketing automation in 2016 as a tool that will remain a significant part of marketing for a long time; “Marketing departments must automate repetitive tasks such as emails, social media, and other website actions. The technology of marketing automation makes these tasks easier.”

There's more choice than ever before.

There hasn't been a greater variety of MA options as there is now, and businesses with budgets at opposing ends of the scale can find the right package for their needs.

Client requirements are driving specially designed applications from a range of suppliers, and there's an increased demand for dedicated email software alongside their MA tool due to its functionality and superior results.

It's shifting from leads to revenue.

The most critical strategic objectives of a marketing automation strategy are in increasing lead generation (61%), lead nurturing (57%), and sales revenue (47%), according to last year’s Ascend2 'Marketing Automation Trends Survey.'

Shane Redding, managing director of Think Direct, believes a focus on increasing sales revenue will mean that more companies will use marketing automation for cross selling and upselling, and customer loyalty and retention campaigns, alongside acquisitions and lead nurturing.

But Shane also warns that the reason certain companies are struggling to maximise the advantages of MA platforms is because marketers have may have oversold its benefits and misjudged the length of time of its returns.

And how do you avoid being blamed? “Ensure you have board level support, involve sales in your plans to adopt, or increase the use of MA. So for 2017, identify some quick wins, where MA can help accelerate sales lead conversion,” Shane says.

And finally...

Make sure you involve your IT team in your purchase decision! Without their involvement you might find they block every roll-out step as it’s not an approved platform, or it may fail to meet their security policy because it’s in the cloud!

If you’d like to find out how Marketing Automation can help your business, then enrol onto her Marketing Automation course

Catch Shane Redding's keynote talk, 'What Does the Future Hold? Find out the Top Predictions for Marketing Automation from B2B Leaders' at the B2B Innovation Expo, running at ExCeL London on the 28th and 29th of March 2017.