Welcome!

Blog Feed Post

How to Justify the Cost of Marketing Automation

Years ago, Dilbert declared that marketing was nothing but “liquor and guessing.” And for a long time, that’s been true — marketing has been more of an art than a science.

But, in the past decade or so, marketing automation systems have worked to change all that. They have demonstrated that liquor and guessing could be replaced with a more deliberate approach. Performance-focused tools now allow marketers to achieve measurable results. (The liquor part remains at your discretion.)

However, marketing automation systems may be viewed as a nice-to-have rather than a need-to-have. They can be a significant investment — in technology, time, and people — so if you want one, you will have to prove their worth and get buy-in from those writing the checks.

When you make your business case to decision makers, remember: They’re not interested in the art of marketing; they’re interested in the money. They want their investment to pay off and deliver the highest possible ROI. So you need to speak their language when pitching the system, and then you need to deliver pretty quickly once the system is in place. Here’s how you can get buy-in for this new tool.

Focus on value

While it’s tempting to geek out about all the bells and whistles of a potential platform or get caught up in the dollar details of the purchase, don’t lose sight of the actual value of what you’re buying. Now’s the time to focus on the benefits that such an investment will provide. Proof is in the reporting. Marketing automation systems give you visibility into hard numbers, campaign effectiveness and much more. The good news for you: Decision-makers love metrics.

By measuring key performance indicators (KPIs), such as campaign performance, lead velocity, lead volume, and other valuable metrics, marketing automation allows marketers to more effectively budget and push marketing spend toward activities that result in the highest ROI, lowest cost per lead, and other metrics that drive the business.

Before you go into that pitch meeting, you’ll want to be prepared with some important industry statistics (remember that whole thing about loving metrics). Be prepared with data and ready to compare the potential before-and-after pictures — those are your “money slides” for your presentation, or your key talking points and objection handlers. For example:

  • Year after year, Gartner reports Marketo as being one of the top five marketing-automation tools. From its founding, Marketo’s focus has been on metrics and insights, and increasing the efficiency of the marketing team’s operations. It provides excellent resources on the ROI of its tool, and on marketing automation in general. In its recent eBook, “Using Marketing Automation to Increase Your ROI on CRM,” Marketo presents marketing automation’s basics and benefits.
  • EmailMonday, the brainchild of marketing guru Jordie van Rijn, provides an excellent explanation of the benefits of marketing automation by way of the Marketing Automation Statistics Overview. Get the most recent industry statistics — not only overall ROI but also the overall percentage of B2B marketers adopting marketing automation in their businesses and their satisfaction with the decision.
  • Finally, Pardot, another leading marketing automation tool, provides excellent insight in “The ROI of Marketing Automation.” This white paper offers tips on accelerating a lead’s journey through the sales funnel and other hints about what marketing automation tools can do for you. Pardot also offers an ROI calculator that will help you build your specific case.

Focus on increased efficiency

Marketing automation helps marketing deliver better-qualified leads to the sales team so they can spend more time on those leads. Best of all, it shortens sales cycles, increases conversion rates, and ultimately, increases the likelihood of meeting or exceeding revenue goals.

Marketing automation also can save an organization a significant amount of time by replicating and automating tasks that once required manual work. For example, responding to form fills and requests for materials, which seems like a simple task, can very easily be automated, freeing teams to concentrate on further qualifying those leads.

When a marketing automation system has the right rules in place, and you’ve agreed on what constitutes a well-qualified lead, you can expect a significant increase in the speed at which a lead moves from acquisition to engagement to close, reducing your acquisition costs.

Right alongside greasing the rails for new leads, marketing automation helps you create highly efficient programs for customer retention, too (have a look at ReachForce’s blog post on the topic). Upsell and cross-sell suddenly become much easier when you can leverage existing customer data to drive relevant messaging. And retention is critical to your business, every bit as important as driving new leads into the funnel.

Focus on consistent branding

One of the great challenges organizations face is creating consistent branding across all marketing efforts. Marketing automation systems excel at this, allowing you to build and use templates that reflect your branding and help you keep it consistent across your channels (Act-On has developed a great guideline here). And marketing automation makes it pretty easy, too, which further improves the efficiency of your marketing team. A good platform has the tools to generate new assets quickly without having to fuss with how the logo is placed or making sure the message matches your brand guidelines.

Go get ‘em

Armed with the right information, now’s the time to make the marketing automation case for your organization.

Need more guidance? Check out our eBook, “Make the Marketing Automation Decision: A 5-Question Guide.” Still have questions? We can help — let’s chat.

The post How to Justify the Cost of Marketing Automation appeared first on Right Source Marketing.

Read the original blog entry...

More Stories By Will Davis

Right Source Marketing helps organizations build their marketing strategy, organize the structure to accommodate that strategy, and deliver the specific services to execute that strategy. We do this through a unique model that provides senior level strategic consulting as well as specific services that cover every area of an organization’s marketing plan.

Latest Stories
DX World EXPO, LLC, a Lighthouse Point, Florida-based startup trade show producer and the creator of "DXWorldEXPO® - Digital Transformation Conference & Expo" has announced its executive management team. The team is headed by Levent Selamoglu, who has been named CEO. "Now is the time for a truly global DX event, to bring together the leading minds from the technology world in a conversation about Digital Transformation," he said in making the announcement.
"Space Monkey by Vivent Smart Home is a product that is a distributed cloud-based edge storage network. Vivent Smart Home, our parent company, is a smart home provider that places a lot of hard drives across homes in North America," explained JT Olds, Director of Engineering, and Brandon Crowfeather, Product Manager, at Vivint Smart Home, in this SYS-CON.tv interview at @ThingsExpo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
SYS-CON Events announced today that Conference Guru has been named “Media Sponsor” of the 22nd International Cloud Expo, which will take place on June 5-7, 2018, at the Javits Center in New York, NY. A valuable conference experience generates new contacts, sales leads, potential strategic partners and potential investors; helps gather competitive intelligence and even provides inspiration for new products and services. Conference Guru works with conference organizers to pass great deals to gre...
DevOps is under attack because developers don’t want to mess with infrastructure. They will happily own their code into production, but want to use platforms instead of raw automation. That’s changing the landscape that we understand as DevOps with both architecture concepts (CloudNative) and process redefinition (SRE). Rob Hirschfeld’s recent work in Kubernetes operations has led to the conclusion that containers and related platforms have changed the way we should be thinking about DevOps and...
The Internet of Things will challenge the status quo of how IT and development organizations operate. Or will it? Certainly the fog layer of IoT requires special insights about data ontology, security and transactional integrity. But the developmental challenges are the same: People, Process and Platform. In his session at @ThingsExpo, Craig Sproule, CEO of Metavine, demonstrated how to move beyond today's coding paradigm and shared the must-have mindsets for removing complexity from the develop...
In his Opening Keynote at 21st Cloud Expo, John Considine, General Manager of IBM Cloud Infrastructure, led attendees through the exciting evolution of the cloud. He looked at this major disruption from the perspective of technology, business models, and what this means for enterprises of all sizes. John Considine is General Manager of Cloud Infrastructure Services at IBM. In that role he is responsible for leading IBM’s public cloud infrastructure including strategy, development, and offering m...
The next XaaS is CICDaaS. Why? Because CICD saves developers a huge amount of time. CD is an especially great option for projects that require multiple and frequent contributions to be integrated. But… securing CICD best practices is an emerging, essential, yet little understood practice for DevOps teams and their Cloud Service Providers. The only way to get CICD to work in a highly secure environment takes collaboration, patience and persistence. Building CICD in the cloud requires rigorous ar...
Companies are harnessing data in ways we once associated with science fiction. Analysts have access to a plethora of visualization and reporting tools, but considering the vast amount of data businesses collect and limitations of CPUs, end users are forced to design their structures and systems with limitations. Until now. As the cloud toolkit to analyze data has evolved, GPUs have stepped in to massively parallel SQL, visualization and machine learning.
"Evatronix provides design services to companies that need to integrate the IoT technology in their products but they don't necessarily have the expertise, knowledge and design team to do so," explained Adam Morawiec, VP of Business Development at Evatronix, in this SYS-CON.tv interview at @ThingsExpo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
To get the most out of their data, successful companies are not focusing on queries and data lakes, they are actively integrating analytics into their operations with a data-first application development approach. Real-time adjustments to improve revenues, reduce costs, or mitigate risk rely on applications that minimize latency on a variety of data sources. In his session at @BigDataExpo, Jack Norris, Senior Vice President, Data and Applications at MapR Technologies, reviewed best practices to ...
Widespread fragmentation is stalling the growth of the IIoT and making it difficult for partners to work together. The number of software platforms, apps, hardware and connectivity standards is creating paralysis among businesses that are afraid of being locked into a solution. EdgeX Foundry is unifying the community around a common IoT edge framework and an ecosystem of interoperable components.
"ZeroStack is a startup in Silicon Valley. We're solving a very interesting problem around bringing public cloud convenience with private cloud control for enterprises and mid-size companies," explained Kamesh Pemmaraju, VP of Product Management at ZeroStack, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
Large industrial manufacturing organizations are adopting the agile principles of cloud software companies. The industrial manufacturing development process has not scaled over time. Now that design CAD teams are geographically distributed, centralizing their work is key. With large multi-gigabyte projects, outdated tools have stifled industrial team agility, time-to-market milestones, and impacted P&L stakeholders.
"Akvelon is a software development company and we also provide consultancy services to folks who are looking to scale or accelerate their engineering roadmaps," explained Jeremiah Mothersell, Marketing Manager at Akvelon, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
Enterprises are adopting Kubernetes to accelerate the development and the delivery of cloud-native applications. However, sharing a Kubernetes cluster between members of the same team can be challenging. And, sharing clusters across multiple teams is even harder. Kubernetes offers several constructs to help implement segmentation and isolation. However, these primitives can be complex to understand and apply. As a result, it’s becoming common for enterprises to end up with several clusters. Thi...