WHAT IS MARKETING AUTOMATION?

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2 WHAT IS MARKETING AUTOMATION? Marketing automation streamlines sales and marketing by replacing repetitive, manual processes with an automated solution to help generate more qualified leads, engage with prospects and customers, track campaign performance and analyze results. CORE COMPONENTS OF MARKETING AUTOMATION Automated Lead Nurturing Lead Scoring and Management Marketing Website visitor tracking Landing pages and forms to capture leads Analytics and Reporting The question is, does marketing automation live up to the hype? [ 1 ]

3 62% OF COMPANIES SURVEYED CURRENTLY USE MARKETING AUTOMATION. The data in this report is reflective of responses from nearly 700 B2B marketers with less than $100 million in revenue. More than 60% of participants said they have marketing automation, and a large number of vendors was represented. While there were over 40 providers cited, Act-on, Eloqua, Hubspot, Marketo, Pardot and Salesfusion were the most common solutions reported. REVENUE OF COMPANY PEOPLE ON MARKETING TEAM 16% 38% 30% 68% 9% 4% 3% 32% $5M - $25M $25M - $100M $0 - $5M [ 2 ]

4 THE #1 REASON COMPANIES TURN TO MARKETING AUTOMATION IS THE ABILITY TO NURTURE. While there are a number of reasons indicated that companies choose marketing automation, leads are top of mind. Automating the nurture process (68%), increasing lead volume (63%) and improving lead quality (59%) are the most common reasons for investing in marketing automation. PRIMARY REASONS TO INVEST IN MARKETING AUTOMATION Ability to nurture leads 68% Increase lead volume Improve lead quality Automate lead scoring and management 57% 59% 63% OVER TWO-THIRDS OF MARKETERS USE MAP TO NURTURE LEADS. Improve ability to show ROI of marketing activities 55% Gain insight into buyer's journey Consolidate marketing processes and tools 42% 41% Increase lead velocity 37% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% [ 3 ]

5 NEEDING BETTER LEADS IS THE #1 CHALLENGE. It is all about leads. Marketers were asked to rate their marketing challenges on a scale of 1 to 5, with 5 being most challenging. Among the marketers surveyed, 58% rated needing better quality leads with a 4 or 5 and 49% found the need for more leads challenging. RATE YOUR MARKETING CHALLENGES ON SCALE OF 1-5 WITH 5 BEING MOST CHALLENGING Need better quality leads 37% 21% Need more leads 34% 15% Lack of budget 21% 21% Lack of Headcount 22% Defining a clear and consistent message 22% 7% 15% 4 (challenging) 5 (most challenging) Poor Communication between marketing and sales 15% 4% Misalignment of business goals and marketing objectives 14% 5% Insufficient technical knowledge in marketing 14% 3% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% * Chart shows percentages selecting 4 or 5 on the 5-point scale. [ 4 ]

6 MARKETING AUTOMATION IMPROVES SALES AND MARKETING ALIGNMENT. Facilitating sales and marketing alignment is one major benefit that experts tout as an advantage to marketing automation. To determine if it does assist, marketers were asked to rate the strength of communications with sales. While simply having a MAP increased the percentage of respondents reporting strong or exceptional communications between sales and marketing, the data shows that the processes surrounding the solution play a key role in the success of improving alignment. [ 5 ]

7 MARKETERS WITH A MAP AND SUPPORTING PROCESSES ARE NEARLY 3 TIMES MORE LIKELY TO HAVE STRONG COMMUNICATIONS WITH SALES. Having a MAP is not enough. To improve communications with sales, it is necessary to integrate with the customer relationship management (CRM) solution and establish service level agreements (SLAs) to define marketing qualified and sales accepted leads. For those who do, 60% report strong or exceptional communications compared to only 30% who do not have a solution in place with supporting processes. RATING COMMUNICATIONS BETWEEN SALES AND MARKETING MAP Integrated to CRM with SLAs 60% 31% 9% MAP not integrated but have SLAs 34% 41% 25% MAP Integrated but do not have SLAs 30% 39% 31% MAP but no integration and no SLAs 22% 50% 28% No MAP or SLAs 30% 41% 29% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Strong Average Weak [ 6 ]

8 84% ARE HAPPY WITH THEIR MAP. So is it worth it? Yes! Overall 84% are happy with the solution they have in place regardless of other integrations. The most positive reviews came from Salesfusion and Hubspot customers with over 90% of their customers responding that they were happy with the solution. RESPONDENTS HAPPY WITH MARKETING AUTOMATION PLATFORM Salesfusion 90% Hubspot 90% Marketo 86% Act-On 85% Pardot 81% Eloqua 80% Other 72% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% [ 7 ]

9 INTEGRATING MAP AND CRM MAKE MARKETERS HAPPIER WITH THEIR SOLUTION. Respondents were over two times more likely to be unhappy with their MAP solution if they did NOT integrate with CRM. With almost 30% who had not integrated CRM stating they were unhappy compared with less than 13% of those who had integrated the two solutions. [ 8 ]

10 81% OF MARKETERS HAVE INTEGRATED MAP AND CRM. FOR THOSE INTEGRATED, THE CRM USED 17% THE OVERWHELMING MAJORITY OF THOSE WITH MAP AND CRM INTEGRATED ARE USING SALESFORCE. 4% 10% 69% Salesforce Microsoft Dynamics Sugar CRM Other [ 9 ]

11 THE BENEFITS OF MARKETING AUTOMATION ARE WELL WITHIN REACH. There are plenty of statistics and real life examples to support the use of marketing automation. But, it isn t as simple as just implementing a system. To ensure success, follow these steps. ALIGN YOUR STAKEHOLDERS You want to start by identifying and aligning all of your stakeholders which typically includes leaders from sales, marketing and possibly a representative from IT. Bring your stakeholders together and lead a group discussion to level set expectations. Throughout these discussions, stakeholders should express what they hope to gain from the new solution. Your goal should be to ensure transparency and get everyone on the same page. When stakeholders are not aligned on desires or expectations, you can be sure that some people will be unhappy with the end result. DOCUMENT PROCESSES Marketing and sales leaders should each go through the exercise of documenting processes. Write down everything no detail is too small. Create a Service Level Agreement (SLA) to define the ideal customer profile, standardize lead definitions and determine the lead handoff and protocols. This is your chance to ensure that everyone is on the same page and agrees with what a lead looks like and how it will be handled. These are living documents and will require continuous updating and review. [ 10 ]

12 SUCCESS TIPS CONTINUED CHOOSE THE RIGHT SOLUTION There are a lot of choices when it comes to marketing technology so be sure to evaluate the capabilities and services you need to be successful. If you get something too complicated, you won t be very effective with the tool but you need to make sure that it has enough functionality to fit your needs today as well as in the future. And if you are new to marketing automation, consider a provider that includes comprehensive support that ensures you get the most out of a solution. INTEGRATE WITH CRM As this study points out, being integrated with CRM is key to satisfaction with marketing automation. By selecting a solution that offers native integration to CRM, you are providing the right foundation for a positive experience. This will ensure that leads pass back and forth between sales and marketing efficiently and that no lead is left behind. You will even be able to create tasks for sales follow up as part of nurture campaigns. BUILD A PLAN While we want to have it all right away, it is important to build a realistic plan. Set goals and prioritize your efforts. For example, at what point will you visit your lead scoring process? And when will you revisit the process to ensure it s still meeting your needs and / or make any improvements to it? Create a roadmap with checkpoints along the way. [ 11 ]

13 SUCCESS TIPS CONTINUED TRAIN USERS Your new solution won t do you any good if your users don t know what to do with it. You not only need to train users on how to work in the platform but also update them on any new processes you are implementing alongside the platform. Throughout this exercise, remind users of the benefits of marketing automation and ensure they understand how the platform and processes are going to make them more effective at their jobs. CONTINUE TO TEST, ANALYZE AND UPDATE Nothing is ever perfect, and that means there are always opportunities for improvement. Whether it is tapping into new features, redesigning a nurture campaign, adjusting lead scores or testing new subject lines, there is always the need to evaluate results and make adjustments. To determine where you can make the biggest impact, take a meaningful look at the data your system produces. Examine trends and ROI to understand performance and where to consider making changes. [ 12 ]

14 THE NEW STANDARD IN MARKETING AUTOMATION Salesfusion is the all-you-need marketing automation solution built to work for you. With a curated toolset that includes highly intuitive campaign builders, advanced automations and superior reporting, we focus on what matters most to marketers streamlining campaign creation, understanding engagement, improving conversion, and driving more revenue. Whether you re a do-er, dreamer, thinker, or techie, Salesfusion is the new standard in marketing automation. Salesfusion serves the demands that mid-sized marketing teams have by focusing on areas that make teams more efficient to get campaigns out the door. Easy-to-use , landing page and form builders make adoption quick for new or first-time marketing automation users. Built on CRM architecture, Salesfusion supports unlimited custom fields empowering advanced segmentations, lead scoring and personalization to make sure the right message is delivered to the right person at the right time. Real-time syncing with seven leading CRM platforms and native integrations make Sales and Marketing alignment a reality. Know what s working and what s not with Advanced Analytics, so all users can leverage actionable data to streamline their marketing process and drive revenue. We pioneered different deployment models to reduce complexity and the expense of working with multiple vendors. Our in-house experts accelerate successful onboarding and adoption of marketing automation, both the technology and the business practice. You can be confident every day that our friendly and knowledgeable support team is standing by and available by phone, or chat, all at no additional cost to you. Experience a truly new standard of marketing automation. REQUEST A DEMO sales@salesfusion.com