5 Things About Marketing Automation SoftwareAndreea Grindeanu
However, there is still a problem that businesses seem to struggle with: Only 32% of companies consider marketing automation “Very successful” at achieving their important goals.
What exactly does the solution require to know in order to achieve those important goals?
- The use of its installed productive capacity
The inability of a marketer to efficiently use the marketing automation platform is the number one issue. It happens because of two main reasons: the limited training for suppliers many platforms are providing with (free of charge) and limited amount of time marketers actually dispose of in order to learn the product in depth.
- Shortage of Good Quality Content
Marketing automation doesn’t mean replacement for content, it simply does not work without it! Still King of digital marketing, content rotates around needs and persona, if no qualitative and customized content, why even send anything to people?!
The most effective B2B content marketers allocate a larger portion of their budget to content marketing: 42% of their total budget, compared to 28% for less-effective marketers.
- Complexity of Systems integration
You can’t automate processes that do not exist. If the agreements between the marketing and sales teams are not set, marketing automation (daca bag “process” aici?) will not be effective and may end with a conflict between both tasks, leading to a negative return on investment.
As a result of the sales team being overwhelmed with ineligible leads is the loss of confidence in their marketing team and not using the data acquired through marketing automation.
- Marketing Automation needs a strategy
Marketing automation has many more features that many companies do not seek to explore and use, ending up with confusing an email campaign with marketing automation.
Sending out emails is a great channel and it may bring a decent return on investment. However, a clear strategy determining what the company can do and wants to invest time in is just as required. The most significant barrier to marketing automation success is the lack of an effective strategy (52%) .
- It is much more about people than the technology
Whether by finding the right people that can leverage the platform with all its features or investing in training your current employees, it is vital to understand the need of having the knowledge in order to understand how the software works, because it can bring your marketing results to a new level.
Marketing automation software can have a great impact on your business success. However, without the right investment the benefits are low. With the right people and the right processes you will indeed invest in a guaranteed return.