3 Tips for Getting Great ROI with Marketing Automation

3 Tips for Getting Great ROI with Marketing Automation

Good marketing automation creates a personalized experience for customers that they will find refreshing and helpful. And this will always produce better ROI.

The term marketing automation might be one of the worst bits of jargon that the collective marketing mind has created. Why? Because it creates the wrong impression. The term “automation” conjures images of robots moving blindly through cold, impersonal processes and protocol. But when done properly, marketing automation fights against that mechanized-styled marketing.

In fact, the statistics support this correlation between marketing automation and better ROI. As we mentioned in a recent post, a report from an MIT Sloan MBA student shows the following statistics about the use of marketing automation software (and in this case, the studies used HubSpot’s software):

  • 3.15 times as many visitors per month within one year
  • 4.77 times as many leads per month within one year
  • 72% of those using marketing automation saw an increase in sales revenue within one year

Warning: Be Careful to Understand What Makes Automation Successful.

Those are impressive numbers. And when the brain sees higher, more lucrative numbers combined with the word “automation,” it is tempted to view marketing automation software as some golden ticket to easy profits and a leisurely work life (that probably includes a hammock and a cold drink).

Although the word “automation” implies less work for the employee, that’s not really true. And it’s not really the point of marketing automation. When used properly, sure, marketing automation eliminates time-wasting busy work. But it frees employees up to different, more valuable work, not less work.

And, truthfully, it takes a dedicated effort to refine the process that the software will automate and ensure that you have a carefully thought out plan for the automation as you set it up. (And if you don’t really have a clearly defined process for your marketing and sales, you might want to establish that before trying to automate something that doesn’t exist.)

In other words, getting marketing automation right can take plenty of work. But once it is humming along and catching more valuable opportunities for marketing and sales, the work is worth it.

3 Tips to Succeed in Marketing Automation

1 Find the Right People to Employ the Software.

This is possibly the trickiest yet the most crucial step in the process. It’s tricky because your marketing team probably doesn’t have an abundance of spare time to carry out the training and installation of the automation. It’s crucial, however, because if you don’t get the right person or team with the right skills and the right vision for marketing automation, things can go very wrong.

Kathleen Booth, in article for Business2Community.com,makes this recommendation:

Having the right human resources – and providing them with training – is a good starting point. But in most organizations, marketing departments are already overworked and understaffed. Asking them to onboard a new platform and do the additional work required to get the most out of it – all while they do their regular, day-to-day job – is unrealistic.

Booth’s answer to the problem? Bring in outside help — i.e.”copywriters who can consistently produce content for blogs and other campaigns” or agencies — to execute the automation set-up, training, and launch.

2 Give the Automated Software Something to Work With.

Automated software, at its most basic level, is an input/output mechanism. This means there needs to be large amounts of data coming into the top of the sales funnel to get your money’s worth out of the automated software. If the top of your funnel is anemic, you might want to hold off on automated marketing until you’ve established a strong flow of leads from the top of the funnel.

Nick Rojas of Content-Science.com

explains it this way: Build the top of your funnel first, instead of hoping software can make something out of a miniscule fraction of what should be coming in from the top. Small businesses can have the greatest marketing automation software in the world, but if their social media channels aren’t filling it with leads, their software simply doesn’t have the fuel to turn those leads into prospects.

3 Get Sales Team Involved From the Beginning.

Marketing automation, though it doesn’t have the word “sales” in the term, is deeply reliant on input from the sales team, especially as you define the meaning of your Sales Qualified Leads and Marketing Qualified Leads in the automated process.

Booth gives this advice on a few other ways to involve your sales team:

Work with your sales team to create workflows and lead nurturing strategies that mirror your sales process, and empower your sales team to use the content your marketing team has created in that sales process. Most importantly, make sure there is a clear process for handing off marketing qualified leads to the sales team, and following up on those leads to ensure they’re put back into a nurturing sequence if they don’t convert.


Impementing Inbound

Carl Messenger-Lehmann

Carl is a big picture guy. He writes and provides an opinion on all things in the area of digital strategy and branding. These articles provide insight for his clients as they look to build their knowledge base. Carl recently purchased an all-electric vehicle that he would love to tell you about, all you have to do is ask.

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