and sales staff time sifting through leads or making phone calls to qualify them. And when the sales process is streamlined, revenue increases at a faster pace. These are just a couple of exam- ples. Users can put any data they want into the system, set up their own workflows, and refine the pro- cesses to laser focus their marketing. Further, these platforms continue to add new functionality and analytics.
What About Metrics?
What metrics are most important to marketing automation users? Ac- cording to a 2016 Ascend2
Market- ing Automation Trends Survey,
they are conversion rates (62%), revenue generated (48%), leads generated (43%), engagement (42%), pipeline value (31%), cost per lead (29%), and open/click rate (19%). According to Ascend2, the avail- ability of analytics and reporting is also one of the top reasons compa- nies purchase marketing automation, followed by campaign management, email marketing, and integration capabilities. As with any marketing effort, mar-
keting’s larger goals should determine which metrics are most important. Is it conversion rates—how many visitors to the landing page or form are moved into the sales funnel? Is it call-to-action click-through rates, which indicate engagement or how well the campaign resonated with the target audience? The marketing and sales teams, along with the C-suite, must agree on which metrics to track and measure, why they chose specific metrics, and when and how they’ll be measured. This will avoid problems later on and keep everyone focused on what mat- ters most.
The Effect on the Sales/
Too often, marketing and sales work with different information, and from different perspectives. Marketing knows which content and ads are performing best, while sales knows about close rates, what it takes to close a deal, and the revenue from individual accounts. Bringing together the knowledge of these two departments provides a complete picture of how prospects
move through the sales funnel. Work- ing together, sales and marketing can streamline the experience for buyers. But that’s not where it ends. The sales team can use marketing data on prospects to form stronger relation- ships and be more personalized in their communication. The more mar- keting shares this information with sales, and vice versa, the more suc- cessful everyone will be. Deploying marketing automation is an opportunity to build communi- cation, trust, and cooperation between these two traditionally siloed depart- ments. It’s the responsibility of the entire organization to adopt a team- selling approach, and it starts with sales and marketing using the same data to plan, execute, and track per- formance and ROI of marketing efforts to achieve the firm’s goals.
Identifying goals and strategies, developing workflow, training em- ployees, integrating technologies, and inputting data takes time, but the results are worth it. The return may not be immediate, but as staff learn how to use the system and identify best practices, the ROI will increase exponentially. To get started, check out market- ing automation platforms like Act- On, Hubspot, Infusionsoft, Marketo, and Sharpspring. Each offers different capabilities so it will take some re- search to find the right fit. Also, con- sider attending a webinar or work- shop on marketing automation. Companies that commit to market- ing automation with a disciplined lead generation and nurturing process see significant increases in conversion rates and revenue. That’s because leads will no longer end up in the “lead graveyard” and prospects won’t be left hanging after one contact. ;
is a marketing consultant, trainer,
coach, and writer. She can be reached at
Marketing Technology Strategy Survey, N = 125; Ascend2 and Research Partners, published August 2015
“WHAT ARE THE MOST USEFUL METRICS FOR MEASURING
MARKETING AUTOMATION PERFORMANCE?”
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