Taking part in alignment meetings, monitoring the performance of paid media campaigns, defining the Content Marketing strategy and executing it, organising the calendar for new launches, preparing emails, managing social media and keeping an eye on the results to make the necessary adjustments are indeed many responsibilities, so any solution that is practical, intuitive and effective to improve productivity makes all the difference.
After all, what is the meaning of the term Marketing Automation?
For those who work in the field, it is natural that they have heard of Marketing Automation. But what does it mean? In simple terms, we can say that it is the automation of any Marketing task performed by software. Some examples? Posting on social media, sending email campaigns, defining lead scoring, analysis dashboards and creating nurturing flows.
Automation allows your team to focus on what really matters: strategy and results. How are campaigns performing? How is the conversion of certain material? Which leads are the most thailand telegram viral qualified? Which channels work best? There are many questions to be answered, but they require time and effort. That's exactly where Marketing Automation helps.
The Advantages of Marketing Automation
Talk to someone who already works with Marketing Automation and we’re sure they’ll be able to tell you a list of benefits. There are countless advantages to using Marketing Automation, especially for IT companies that offer products, services and solutions that require more time and patience in the sales cycle.
The first undeniable advantage is the ability of Marketing Automation to help save time and streamline and make more efficient various day-to-day processes and tasks, such as those mentioned above.
Return on Investment (ROI) is a key metric for verifying the success of the actions taken. When companies opt for Marketing Automation, ROI occurs within 12 months for 75% of companies and within 6 months for 44% (Source: Focus Research). Another important point in the Buying Journey of IT companies is the time it takes for a Lead to be ready to buy. Because these are more complex products/services, i.e. more complex sales, they require more information and educational materials from the company. With Marketing Automation, it is possible to generate 50% more Leads and reduce the time for them to reach the purchase by 33% (Source: Forrester Research). Another major issue that can benefit from Marketing Automation is the work between Sales and Marketing. It is possible to observe a 14.5% increase in sales productivity and a 12.2% reduction in Marketing costs (Source: Nucleus Research). In other words, the possibility of aligning the objectives of each team is essential.
Increasing conversion rates of qualified leads and, consequently, revenue, is another benefit that IT companies should keep in mind, so they can start investing in Marketing Automation. Being able to define different paths according to the lead's previous actions, having access to their history (emails clicked, pages visited, materials downloaded, etc.), being able to know the lead scoring based on their profile and interests, segmenting in every possible and imaginable way to personalize the message – all this and much more brings clear advantages and improves the probability of success of different marketing initiatives.
How to bring Marketing Automation to your company
Many of the advantages presented may no longer be news to those who work in Marketing. However, these benefits are not always enough to convince those responsible to invest in Marketing Automation software. But why not? The truth is that managers and decision-makers are focused on immediate operational results, that is, sales. It is with the argument of increasing new business opportunities and revenue growth that the proposal for acquiring a Marketing Automation solution should be presented.
Considering the cost of the software and the return it brings in terms of results is another argument that should be taken to the manager. According to a study by Finances Online, a platform that evaluates software and solutions for the B2B market, 47% of companies that opt for Marketing Automation say that the investment is worth it.
At first, thinking about investing in a Marketing Automation solution may seem like an increase in expenses. However, with the increase in your team's productivity, the reduction in the time of the purchasing journey, the growth in the capture of Leads, the generation of opportunities and new sales, it will become clear that this is definitely not a cost, but rather a medium/long-term investment with a quantitative and qualitative return for the IT company.