B2B Marketing Automation: Is it really worth the effort?


There’s nothing nicer when writing B2B marketing copy than to be able to talk about the fact that a product or service has “automated” some process. Automation typically removes one or more steps that have to be done manually by one or more human beings.

Automation can mean completely releasing labor from one task so time can be spent more productively on another. It typically lets today’s universally overburdened workers get more done in less time. That description is not, however, completely accurate for B2B marketing automation — as Justin Gray, CEO & Chief Marketing Evangelist of LeadMD, reports so accurately in “Marketing Automation ROI: Myths and Facts.”

Appearing on the Marketing Automation Software Guide, the opening of his conclusion says it all –marketing is hard. As I’ve stated in earlier posts, making the decision to implement and use this marketing tool provides two big benefits:

  1. Automate an essential process that is messy and time-consuming to do manually. Nurture prospects by automatically offering them the appropriate next piece of marketing content based on their last action with the goal of helping them move through the buying cycle.
  2. Boost sales by achieving 100% follow-up on ALL leads generated. 45% of all leads generated make a purchase from someone in the industry product category within one year. Companies not paying attention to all the leads they generate will miss sales they could have won.

Gray’s instructions on the steps necessary for building an effective marketing automation strategy are valuable and sound. He warns that there are no shortcuts. However, if all of it seems like much more than your company can take on, you should check out these lead nurturing stats reported on an insightful, one-page infographic prepared by NuSpark Marketing.

  • According to Forrester Research, companies that excel at lead nurturing are able to generate 50% more sales-ready leads at 33% lower cost per lead.
  • According to CSO Insights, sales reps at companies that excel at lead nurturing reach quota 9% more often and new reps at those companies enjoy a 10% shorter ramp-up time.
  • According to DemandGen Report, nurtured leads produce, on average, 20% more sales opportunities than non-nurtured leads.

Just like all aspects of successful B2B marketing, effective nurturing takes strategic planning, the creation of useful content, plus having a team in place to manage the process and take advantage of all best practice tools that are part of today’s marketing automation software. In the end it means more sales. I say that’s well worth the effort.

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