Like many new-fangled technological developments, marketing automation software is supposed to make things easier. However, not unlike many other new-fangled technological developments, getting to grips with it is pretty hard.
When a company gets marketing automation software, they do so with the belief that it’s some kind of plug-and-play miracle cure-all. It’ll bring in leads and then convert them; it’ll immediately boost productivity by 300%; it’ll clear up your blackheads in an instant, and you’ll get so disgustingly rich that you can eat fresh white truffles for every meal like some debauched Roman emperor.
Marketing automation can have incredible results, but it can also be a bitter disappointment. Here’s why.
The benefits of marketing automation are obvious – in theory. Spending hours upon hours typing email addresses and replacing names in a contacts database is not a good use of anybody’s time; for professionals working in this industry, the allure of being able to reach a lot of people at once (and with negligible effort) is catnip. It helps that, when marketing automation works, it really works.
According to SalesForce, it can reduce marketing overheads by 12.2% and increase sales productivity by 14.5%. It’s also very popular among CMOs, 77% of whom think it can increase revenue. But the Annuitas Group provides perhaps the most important stat of all (and doubtless the one you’re most interested in): those who use marketing automation see a 451% increase in qualified leads.
But, these gains are theoretical rather than tangible, and more and more companies will be using marketing automation software as time passes. However, until the playing field inevitably levels out, any business that can quickly get on board with this technology will have a distinct advantage over its competitors: more leads, more money – and less wasted time.
Used properly, marketing automation software can certainly improve your business processes. But it’s not always used properly. It’s a tool, and like any tool, it can either be beneficial or injurious. In order to get the most out of it, you need to understand how to implement it, how to build a strategy around it, and how to ensure consistent reporting.
This involves a lot of time and energy, so marketing automation tends to work out about as well as the average New Year’s Resolution.
Learning to do it all yourself can be a hassle. So why not pass the burden onto us?
As bona fide HubSpot partners, we can offer services competitive with any marketing automation specialist around. We know what we’re doing, and we even kind of enjoy it.
When was the last time you were legitimately impressed by an unsolicited email? It doesn’t happen very often, and being able to wow prospects and clients with automated marketing that delivers clear business value is a seldom-seen skill. Some of us can’t cook; none of us can macramé; table tennis skills vary wildly according to team member. But in this area, we know what we’re doing: when you approach TopLine, you can be assured that you’re hiring a genuine B2B inbound marketing agency.
Getting to grips with audiences, successfully implementing marketing software, creating (and distributing) award-winning content that’s 10x better than your competitors’ material (in marketing circles they call this, appropriately enough, “10x content”); it’s our bread, butter, and marmalade. We’ll even measure and manage those leads that come in; optimising existing processes to bring in further prospects.
Interested in talking to a marketing automation specialist? We can help you get up and running!
Eighteen months later, we've seen a marked increase in inbound leads generated per month, and sales-i's reputation is on the rise with over 150 pieces of press coverage. Not to mention TopLine's creative content campaigns! Our report on building a high performing sales team was downloaded over 275 times by sales directors and managers in our target markets. TopLine knows us so well - they're like an extension of the sales-i team!Natalie Davies