Does Size Matter When it Comes to Marketing Automation?

By August 31, 2017 Blog No Comments
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First, stop snickering about the “size doesn’t matter” reference – we’re talking about the size of your business. Second, we’re curious why you haven’t adopted marketing automation yet.

Are you one of 54% of marketers that said they planned to implement marketing automation, but felt there were other areas in need of more attention? (Redeye & TFM&A Insights)

Perhaps you think the implementation process is too difficult.

Or, maybe you feel it’s just too expensive.

The fact is, many small to medium-sized businesses are hesitant to invest in marketing automation (MA) for their content strategy. When these platforms were first introduced, they represented a large investment and were fairly complicated. Since then, however, MA platforms have become easier to implement, less expensive, and more effective. In fact, the top performing small to medium-sized businesses now use MA in some way. (EmailMonday)

Hey, we get it. Smaller businesses typically have fewer resources, which are probably already spread thin. But, here’s the thing: MA can free up resources and make your business more efficient! By automating certain tasks in your marketing campaign, such as emails, social media, direct messages and various website actions, you can reap a number of benefits, including:

  • Improved management and nurturing of prospects
  • Improved user engagement
  • Better customer relationship management
  • Measurable results

The fact is, you could be making smarter, more informed decisions on how to spend your marketing budget, therefore maximizing manpower and dollars. Still not convinced? Let’s look at some recent statistics:

  1. 67% of marketing leaders use a marketing automation platform. (Salesforce)
  2. 91% of marketing automation users agree it’s “very important” to the overall success of their online marketing activities. (Marketo and Ascend2)
  3. More than half of B2B companies have made plans to adopt the technology. (EmailMonday)
  4. 57% of users think MA is either an inexpensive choice or worth the money. (VB Insight)
  5. Nearly 75% of marketers say the biggest benefit of automation is saving time. Other benefits include increased customer engagement (68%), more timely communications (58%) and increased opportunities such as upselling (58%). (Adestra)
  6. Four in five users increased their leads with MA and almost as many (77%) saw an increase in conversions. (VB Insight)

But don’t these impressive statistics only apply to the big marketers, you ask? Absolutely not! Companies of all sizes and across every industry are finding content strategy success with MA. Specifically, marketing automation can help smaller businesses by:

Shortening the sales cycle – Studies show lead conversion to be up to 75% quicker with MA.

Strengthening existing relationships – By using data to track behaviors, you can increase your opportunities for both upselling and cross selling, which is often the lifeblood of smaller companies.

Saving time and money – MA allows you to automate mundane interactions, freeing up an employee to concentrate on other tasks. In fact, many routine communications with hundreds or even thousands of contacts can be put on “auto-pilot,” which is relatively cost-free and easy to manage. On the flip side, these communications can provide a valuable source of consumer data, which allows you to engage with prospects more effectively.

Improving customer retention rates – Retaining customers is, perhaps, even more critical for small to medium-sized companies who rely heavily on customer loyalty. Using the analytics from your MA software, you’ll be able to develop more relevant content, at the right time in the buyers’ journey, to keep customers engaged.

For more benefits, check out “12 Reasons Why Marketing Automation Works for Small Businesses.”

Of course, marketing automation is not magic. Many companies that have adopted MA still don’t feel they’re using the technology to its full potential. (SiriusDecisions) Companies of every size must start with a content strategy, clear objectives and the proper integration of other marketing tactics. In addition, many companies find that working with the expertise of an outside agency garners the best results.

Big or small, the numbers don’t lie when it comes to the effectiveness and growing use of marketing automation – 63% of companies that utilize marketing automation outgrow their competition. Have your competitors taken the plunge?