This month our webinar was all about marketing automation. We focused on the good “robots” can do, and the many services and programs available to help make your life a little easier as a marketer. We were joined by Jon Reese, the director of digital marketing for ADP, as well as Fluid’s own Digital Marketing Director, Dustin Cederholm.
Why Consider Marketing Automation?
- B2B marketers who implement marketing automation increase their sales-pipeline contribution by 10%. via Forrester Research
- CMOs at top-performing companies indicate that their most compelling reason for implementing marketing automation is to increase revenue (79%) and get higher quality leads (76%). via Gleanster
- B2C marketers who take advantage of automation – which includes everything from cart abandonment programs to birthday emails – have seen conversion rates as high as 50%. via eMarketer
- 58% of top-performing companies (defined as those where marketing contributes more than half of the sales pipeline), have adopted marketing automation. via Forrester Research
What Is Marketing Automation?
Marketing automation forms the backbone for configuring nurture marketing campaigns across channels and managing communications based on prospecting engagement. It’s also one of the only ways marketers can actually start to attribute marketing spend to closed sales.
How To Use Marketing Automation?
- Connect Your Marketing Channels
- Set up your marketing automation platform to be the central command center for all marketing channels.
- Create Automation Campaigns and Sales/Marketing Rules
- Generate Reports and Adjust Your Automation Programs
Marketing Automation Software
There are many different options for marketing software. These different software options depend on company size, budgets, and needs.Below are just a few options available.
Eloqua: This is an enterprise-level marketing automation program. Eloqua is robust enough to handle the most complex marketing automation campaigns, but can be too much for some businesses. Consider Eloqua if you are in the mid-to-enterprise tier, and especially if you use Salesforce CRM.
Marketo: Marketo products make automation and real-time personalization of your website simple. A focus on funnel and content marketing expertise makes this a great option for a company with multiple services or complex automation needs. Beware setup fees and add-on fees.
Hubspot: This platform is easier to work in and can include a built-in CRM. If you generate a lot of content, HubSpot offers a great automated marketing platform and support. Its price is usually a bit below the top tier providers but it has many of the same features. Consider HubSpot in most cases, but especially if you have an extensive content distribution strategy.
Act-On: If you have to learn marketing automation, Act-On is a good one to start with. Act-On boasts an easy to use platform with most of the features the others have. It is limited for complex sales-marketing models, but a lot of small, medium, and even enterprise customers use them. They offer a great software program with a more reasonable price.
Infusion Soft: For only $500/mo. you can get started with an Infusionsoft license and begin your first marketing automation campaigns. Infusionsoft is great choice for B2C and SMB companies. As the leader in this space Infusionsoft has all the features of the others, but has a bit more of a learning curve for implementation.