Article

Sylvia Jensen
Sylvia Jensen 26 June 2014

Marketing Automation: the Facts Speak for Themselves ...

Marketing automation is not just a buzzword

Marketing automation is not just a buzzword – it’s bringing about a seismic change in the way marketing works in the modern world.

Marketing-Automation.gif

Mad Dash

 

 

B2B firms are falling over themselves to adopt marketing automation, with research indicating that MA adoption rates will skyrocket to 50% by 2015.

 

 

Boom time 

 

 

As of the end of 2011, the marketing automation software industry reached $2.8 million. It is predicted to hit $4.7 billion in 2016.

 

 

But Europe is lagging

 

 

… especially the UK. Expect this to dramatically change during 2014 though – two-thirds of companies in Western Europe are planning to invest in marketing automation this year.

 

 

Goodbye human interaction

 

 

Come 2020, 85% of a customer’s relationship with a company will not actually involve talking to them directly, as customers increasingly prefer to conduct their own research into products/services.

 

 

Lead-to-revenue management: rebooted

 

 

With the customer taking control of the buying journey, marketing automation is more essential than ever. According to marketers ...

 

 

 

“We can deliver exactly the right campaign to the right contact when we know they need it”

75% of the time with marketing automation

compared to

50% of the time using no automation processes.

 

 

 

“We are able to nurture each lead with multiple touches until it is sales-ready”

77% of the time using marketing automation

compared to

54% of the time using no automation processes.

 

 

The 451 percenters

 

 

Companies deploying marketing automation for prospect nurturing are experiencing adramatic increase of 451% in qualified leads.

 

 

According to a recent Forrester report, categories and criteria that should be closely evaluated when choosing a Marketing Automation platform include:

 

 

■ Ease of use.

■ Marketing process management.

■ Functionality needs created by scale.

■ CRM integration.

■ Capabilities to support global operations.

 

 

Remember, research says that:

 

Want that 451% increase in qualified leads for yourself? Get started now with the Introduction to Marketing Automation video

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