Why Your Business Needs Marketing Automation

Why Your Business Needs Marketing Automation

July 15, 2016 Why Your Business Needs Marketing Automation Katelyn Waara

Marketo defines Marketing Automation as “a category of software that streamlines, automates, and measures marketing tasks and workflows so that companies like yours can increase operational efficiency and grow revenue faster.”

To many organizations that aren’t fully aware of what marketing automation can do for their businesses, it may seem like yet another of those ‘buzzword’ tools their businesses can do without. While many may not have tried marketing automation tools, others may have tried one or two and then decided it didn’t work for them.  

If you haven’t used a marketing automation tool before or haven’t had success using one, take a look at the following statistic: numbers from Emailmonday’s “The Ultimate Marketing Automation stats” shows that on average 49% of companies are currently using Marketing automation, with more than half of B2B companies (55%) adopting the technology.

And the fact that it’s working for them comes from another stat: 91% of the most successful users of marketing automation agree that it’s “very important” to the overall success of their marketing across channels. (Marketo & Ascend2 “Marketing Automation Strategies for Sustaining Success”)

The truth is, many people don’t understand that every marketing automation platform is different and they may have to try a few before zeroing in on one that suits their business. This shouldn’t be a problem since most solutions offer free trials for a limited period so you can see if they are right for you. So, before you start comparing various marketing automation tools, make sure you understand the key benefits the tool will offer to your business. Read on to find out what a marketing automation tool can do for your business!

Make the most of your existing resources to lower staffing costs

Marketing automation software can reduce the strain on your resources while saving considerable time without compromising performance. Especially for small businesses that don’t have a huge budget or big teams, marketing automation can help them accomplish their tasks efficiently and competitively. For instance, they could create automated campaigns to send out thousands of personalized emails to targeted leads each day — something that would otherwise require a big marketing team.       

Marketing automation not only helps businesses with superior customer service, lead nurturing, and marketing activities, but also gives them the edge to compete with larger businesses and competitors.

Save time automating repetitive tasks

This is perhaps one of the most talked-about benefits of marketing automation software. In fact, in a recent survey by Adestra, 74% of marketers stated being able to save more time as the biggest benefit of using marketing automation tools.

From reducing lead conversion times and automating marketing campaigns, to acting as a centralized marketing database, marketing automation’s time saving benefits can be felt in a wide range of business operations. But one of its most obvious benefits lies in enabling you to automate manual and repetitive tasks so your resources are freed up to focus on more creative tasks. Besides saving time, this also makes your employees feel more engaged towards doing something creative as opposed to doing things that are boring and repetitive.  

Deliver a true omnichannel experience

Today’s customers demand seamless experience across all channels, throughout the buying cycle and beyond. Marketing automation platforms allow you to integrate marketing channels to deliver a unified and seamless cross-platform experience to your customers. To make this work, you have to ensure that every touch point is carefully planned for optimal conversion optimization.

These benefits are just the tip of the iceberg compared to what you can actually experience when you use a marketing automation tool. You’ll need to invest some time researching and testing out a few tools before making the final choice, but one thing is for certain — the increased operation efficiency and ROI that you can achieve from using the right automation platform are what make it worth all the effort.  

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