According to a SalesFusion research, 85% of B2B marketers who are using Marketing Automation have the feeling of not using it to its fullest potential.
Only 26% have adopted and fully internalized their system.
All this leaves space to incredible possibilities to implement this kind of tools.
Let’s look at five ways to optimize an ecosystem of Marketing Automation, that is a them also under discussion at the Mobile World Congress in Barcelona this afternoon, especially in the field of eHealth.
- Reducing the gap with sales system
There is often a deficit of integration between automation and commercial marketing department. The lack of alignment is a substantial barrier to the adoption of marketing automation for the 30% of companies. It is necessary to line up objectives and strategies, organize regular meetings and work making common front.
- Going beyond the “one-time-effort” concept
It ‘clear that the MA automates an important series of activities that would otherwise have to be handled one by one. This, however, does not mean that everything can be left to proceed without fine tuning or interventions. We must constantly monitor performance and results: marketing automation does not perform the work for you!
- Setting up the goals
It’s important to define the goals of marketing automation campaigns, analyzing (in a tight loop) results to reprogram further more consistently campaigns.
Not all analytics will of our utility, surely you must select those linked more or less directly to the achievement of our targets.
- Setting up processes and actions before launch
Very often marketers make the opposite action: first they launch a Marketing Automation platform and only then they define its processes.
It’s important to start with processes that can be easily repeated and that give results. Here too, you must coordinate with your sales team to maximize efforts.
- Not using all of MA tools at once
Marketing Automation means having lots of tools: there is no need to use them all together, without a coherence and a preventive logic.
We certainly need to experience, understand which are useful and which not.
Coming back to SalesFusion Research, it shows that 79% of companies in the top performance have used marketing automation for at least two years.
53% of B2B top Fortune 500 companies use marketing automation.
63% of companies that are slowly winning the war with their competitors use marketing automation.
75% of companies that use marketing automation have ROI within 12 months.