There’s no doubt that technology can seem intimidating to those who are not well-versed in how to maximize it. However, while there may be fear and apprehension, it’s important to understand that in today’s competitive business climate, the ability to automate could mean the difference between being sustainable and closing shop.
There are two ways to address fear: it’s either fight or flight. As companies move towards becoming more tech-savvy, chances are your closest competitors have begun adapting Marketing Automation tools while others may already be in advanced stages of integration.
Spelling out Marketing Automation
Automation being its operative world, the system automates tasks and functions that human marketers usually take on. Essentially, as a software platform, it streamlines, automates, and reviews both marketing workflows and associated tasks. Some examples of its application include email blasts, social media updates, and web content upload. It can also aid in customer engagement and analysis of customer behavior, to name a few, contributing to lead insights that contribute to actionable prospects.
In layman’s terms, Marketing Automation makes it easier to follow up on leads, and increase traffic on your site – but most important – it brings onboard users in ways that minimize cost, equipment, time, and human resources. Benefits of this automation process include higher levels of efficiency, increased revenue, and the growth of internal marketing teams.
Unlike traditional marketing methods, Marketing Automation makes campaigns more accurate allowing for better ROI. Gone are the days when marketing staff, especially in SMEs which have limited budgets, employ mass direct mailing or send personal invitations in the mail. These methods make it difficult to determine whether you are reaching your prospects. Likewise, planning and holding marketing events require manpower while digital automated approaches can be targeted and instantaneous.
Marketo has reported that “best-in-class marketers that use a Marketing Automation platform contribute more to the sales pipeline.” It continues to note that 57 percent of sales-accepted leads are converted to the sales-qualified pipeline, and in terms of total performance, the company as a whole sees 14 percent overall growth in marketing revenue.
The fact of the matter is, modern Marketing Automation software is no longer as complicated as people believe it to be. As marketing and automation grow and advance at astonishing rates, being able to use the tools available will enhance your daily business process while strengthening your bottom line.
What managers need to recognize is being passive due to fear can hamper your organization’s development. Marketing Automation is the latest technology tool that can foster a climate of organizational efficiency that will bring your business to new heights. Making sense of technology can be both confusing and at times, overwhelming. As a marketing manager, hiring the right people and utilizing the right programs can alleviate some of the fear that hinders you from progress.
While change can bring about fear, fear has been called by some of the greatest thinkers as a fuel for success. With the right mindset and planning, venturing into the world of Marketing Automation has the potential to be the smartest strategic move you can make for your organization.