As the VP of Business Development at Marketo, I frequently hear from agencies whose clients are considering marketing automation. Often, their client is already running email campaigns to communicate with prospects, and they want to know: “Why should I start using marketing automation now?”
Of course, there are many reasons to consider implementing a marketing automation solution – it all depends on your company, your unique challenges, and your goals for the future. That said, here are my top nine signs that your company is ready to graduate to marketing automation:
Sign #1: Decreased Conversions
The conversion results from your email campaigns are starting to decrease, and you’re trying to keep your prospect base from totally tuning out. Marketing automation can help you move away from batch and blast, and provide relevant information to your prospects at the right time using triggered campaigns.
Sign #2: Inability to Scale
You company is growing, but the manual effort required to deliver quality information to your clients is impossible to scale. Manually pulling reports and sending segmented emails can only work for so long!
Sign #3: High Cost Errors
Due to the increased need for manual effort, you’re constantly worried about the possibility of human error. An understandable mistake could result in a high volume of email being sent to the wrong people.
Sign #4: Privacy Law Concerns
You’re concerned about new privacy laws about tracking opt-ins and providing audit trails. Some of these new laws will be much more strict, and carry bigger consequences. Marketing automation can drastically simplify tracking and compliance.
Sign #5: Increased Competition
Your competitors are using marketing automation, and are therefore getting to the prospects before you do. Being late to the party is not fun and not profitable. If you have a good product or service, you need to be able to be able to present your story at the right time, not after they’ve purchased a competitive product or service.
Sign #6: A Need for Lead Scoring
Your sales team can’t tell a good lead from a bad one. You need lead scoring that gives you insight and prioritization based on demographics and prospect activity, which sophisticated marketing automation platforms can provide.
Sign #7: You Are “Marketing at Random”
You’re spending a lot of money on marketing programs, but you can’t tell what’s working and what’s not. You need a way to map your efforts to pipeline, so that you can maximize your marketing’s impact.
Sign #8: Not Enough Budget
This ties in with #7, but if your marketing budget is too small, it may be time for automation. If you want to justify a bigger investment in your marketing, you need to be able to demonstrate the impact your marketing already has.
Sign #9: Marketing Lacks Credibility
This might be the most important reason to adopt marketing automation. Marketers should have a seat at the table in any organization, but that’s not always the case. Marketing automation can position your team as a revenue creator, rather than a cost center – earning you the credibility and influence you deserve.
Want to learn more? Download our Definitive Guide to Marketing Automation.