Evolution of Marketing Automation
By: Steph Pieruccini
For companies of all sizes, success often comes down to dollars and cents: Sales drives revenue and profit, and marketing can reach an audience that can ideally be converted into those sales. While major enterprise corporations have the luxury of spending millions, even billions of dollars on marketing and advertising annually to build sales and grow profits, small- and medium-sized businesses (SMBs) are often resource-strapped in three key areas: budget, time and expertise.
As a SMB, your company is probably looking for a partner to help it market and sell in today’s cross-media world. You need solutions that integrate and automate marketing across print, online, mobile and social media channels, while being agile enough to support emerging media types and channels as they rise to prominence.
Just like enterprises, SMBs are also becoming more data-driven. While you want solutions that can help drive demand and generate leads, you also want information on marketing effectiveness across all channels and a calculation of return on marketing investment (ROMI) so they can further optimize marketing and sales.
Marketing automation technology has emerged with the potential to meet all of these demands. Many solutions on the market today provide a central location to manage a business’ marketing efforts. Based on workflows a user creates, these solutions can automate the creation, distribution, tracking and management of marketing communications for many different applications.
In the case of sales effectiveness, marketing automation is used to keep leads engaged and nurtured as they work their way from a lead to a sale, which is detailed in Figure 1. Triggers are often used as a way to prompt when a message is sent to a recipient: A prospect or lead may fill out an online form for more information, triggering further targeted communication based on the information that person provided.
Most marketing automation solutions available today focus on automating and optimizing the use of email to communicate with customers and prospects more effectively. With an expanding interest in using direct mail and other promotional print, however, more solutions are also adding support to automate print marketing. These solutions often integrate with leading Customer Relationship Management (CRM) tools to help manage and store captured information, such as behaviors and preferences, to drive more targeted (and successful) communications as these initiatives evolve.
WHAT SMBS ARE SAYING ABOUT MARKETING AUTOMATION
Of the SMBs surveyed in the InfoTrends’ report Capturing the SMB Marketing Automation Opportunity, 14% are already using marketing automation solutions in their business. Many report improvements in marketing effectiveness and measurement capabilities.
Nevertheless, there is always room for improvement, and SMBs need to work on using marketing automation to help generate demand more effectively, improve the quality of sales leads coming into their companies and enable more effective communication with customers.
SMBs face many challenges in this rapidly evolving world, especially as it relates to resource constraints around money, time and expertise. SMBs need easy-to-use tools, as well as sage guidance, to lead them in the right direction and help them get the most out of the resources they do have. Self-service tools and marketing automation technology help address a number of critical marketing and communication needs. These solutions are increasingly easy to use, provide time-saving functionality and leverage the Internet to provide a cost-effective choice for SMBs that think big.
Steph Pieruccini is a consultant for InfoTrends, a worldwide market research and strategic consulting firm for the digital imaging and document solutions industry.