If your company isn’t convinced of the value for money, tell them that 57 percent of companies told VentureBeat in a survey that they believed marketing automation was worth the cost, or simply not very expensive to begin with.Many that said they weren’t added they had plans to start in the future – meaning that number is almost certainly higher by now. According to a 2016 survey of marketing automation trends by Ascend2, 71 percent of companies are using automating their marketing efforts to some degree. By avoiding marketing automation, you’re staying out of a growing trend.It beat out lead scoring, testing and long-term strategic planning. If you need another push: 78 percent of successful marketers cite marketing automation as the leading reason for their improving revenue, according to a report on lead generation by the Lenskold Group, a global marketing consultancy.The four levels of marketing automation (and number of companies) against percentage of revenue plan attainment. Marketo, a company focused on account-based marketing, performed a benchmark study on revenue performance in 2012 that found companies not fully automating their marketing efforts – which comprised 61 percent of respondents – earned an average of 32 percent less revenue. Let’s face it: your boss is going to want to hear about the ROI first. Companies that grow using marketing automation increase their sales by 32 percent.At the very least, let them inspire you to raise the issue with your higher-ups, in the name of all that is good marketing. Take these stats and print them out – or turn them into a PowerPoint – or back them up with extra research – or transform them into models for a hypothetically triumphant version of your future company. Arguing that “this will work because I think it will” is not nearly as effective as laying down data-proven statistics that work in your favor and saying, “This will work – and here’s how.” Consensus may seem like a pipe dream.īut ask any business expert, and they’ll tell you: the way to achieve change is by proving your point. It’s a major shift that requires commitment and investment from various teams, including customer service, marketing, sales and whichever managers run those departments. Marketing automation is one of those categories. In bigger corporate settings (and even some frustrating small ones, when they’re run by micro-managers), it can be difficult – if not frustratingly impossible – to get company buy-in from management for major systems overhauls. You know it makes your life easier, it increases sales and productivity, and it’s obviously the way of the future. You know that marketing automation works.
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