Knowing When it’s Time to Implement Marketing Automation

Modern marketing starts with effective, powerful software

Everyone from Forbes to CMO.com says that the majority of companies are not yet using marketing automation. In fact, 61% of companies surveyed by TFM Insights are not using marketing automation at all and the remaining responses were split over a large range of 27 different vendors and combinations of solutions. On the other hand, Google searches for marketing automation hit an all-time high in June of 2016. This means two things:

  1. More companies are looking for a marketing automation system now than ever before
  2. The market needs a single solution to accomplish as many marketing goals as possible

These stats also tell me that companies are trying to answer the million dollar marketing question:

Am I ready for marketing automation?

The short answer is “most likely”. True marketing automation is more than just an email tool. It helps you move faster with fewer resources, and companies need to move faster than ever to stay ahead of their competition. Even if you’re just starting your marketing efforts, marketing automation can help you accomplish more with less.

Here’s the long answer:

First off – I know – it’s easy for a marketer at a marketing automation company to say that. But even if I didn’t work at Mautic, my answer would still be the same. As a marketer, if you’re not using some type of marketing automation tool in 2017, you’ve already fallen behind. 55% of B2B companies are already using marketing automation – and that number will continue to rise.

If marketing automation is a new topic for your company, there are many things to consider. First, be honest with yourself about where you are in your marketing journey. If you have never done online marketing before and don’t have a database of contacts, you may not need it yet. Basic social media and Google ads are a good place to start if you’re looking to generate leads and build your database.

For complex and intricate marketing strategies

If you’re more advanced with your online marketing efforts and don’t already have an automation solution in place, my answer changes to “definitely”. If you are already sending emails and even have the potential to include other channels in your automation strategy, you can really reap the benefits of a full-scale marketing automation solution.

Maybe you just invested in a CRM and you’re looking for the most efficient way to communicate with your contacts and leads. Or maybe you just want to make your marketing tactics and programs more efficient. Either way, an all-encompassing marketing automation tool can solve these problems for you.

If you’re in either one of these situations, you may find yourself asking – is a general email tool enough for me? It may be when you’re just starting out. But as soon as you want to send a text or a push notification, track your website visitors, or build a multi-touch campaign, you’re out of luck. You’ll have to purchase licenses to a new specialized vendor each time you have a new initiative. Look ahead when you’re deciding on the right tool and try to imagine where your business will be in 6 months or a year. The last thing you want to do is outgrow your systems too quickly.

To bring it all back, every company wants to drive more revenue with each technology investment they make. The goal of marketing automation is to save you time, streamline your processes, drive pipeline and leads, and ultimately, drive revenue.

Marketing technology spend is now higher than advertising spend for companies, with 33% of the total marketing budget allocated towards marketing technologies. And this means that many marketers see more potential revenue in marketing automation than with digital ads. To speed up this process and learn about your fastest path to revenue using marketing automation, check out our new eBook.

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