It doesn’t happen too often that a new implementation or investment of the business brings 30% in return and still doesn’t seem remarkable and cost-effective. RazorSocial, in cooperation with VentureBeat carried out an interesting research in the field of Marketing Automation. It turned out that statistics mentioned above concern marketing and sales automation systems. Why, despite average 27,8% ROI from Marketing Automation implementation, companies are not sure it’s worth to give it a try?
Most companies, which actually implement Marketing Automation conclude positive ROI. The scale of return from performed investment depends mainly on smart choice of the system, which will meet company expectations and allow for successful utilization. Although the examined companies reached high ROI from marketing automation, they are not sure they would do it again, if they were to start from the beginning.
According to the survey, the average ROI from Marketing Automation implementation accounts for 27,8%. Yet, in effect, all surveyed companies noted positive ROI and 5% of the best among them, reached as much as 150% revenue increase.
It’s even more interesting to see the answers for the following question:
“Was the investment in Marketing Automation profitable?” Here’s the result:
- 48% – definitely yes
- 42% – not sure
- 7% – no
Why, despite positive results of the investment, almost half of the companies are not sure it was worth it?
There can be a few reasons. One of them might be the word ‘automation’, which suggests that everything is going to work itself and without our effort. A tool chosen, is also not without significance. The Marketing Automation systems market is rich and varied. We’ll find full, complex functionality solutions and systems dedicated for particular industries or for narrow scope of application in marketing, like for inbound marketing or social media only. Another possible factor is insufficient backup from the company offering the solution.
1. Lack of awareness of what Marketing Automation requires.
Marketing Automation systems effectively facilitate the work of marketers and salespersons and saves their time. However, before they even start to do so, it’s necessary to implement them properly, set up the automation and ‘energize’ with content in such a way that the machinery is able to accomplish its tasks in automated and fluent manner.
2. The choice of the proper system.
Despite having one common denominator, Marketing Automation systems available on the market, differ from one another in functionalities offered. When choosing suitable one for your company, we shouldn’t go by the price only, but above all, our current needs in the range of marketing and sales. It’s also important that the chosen solution gave us possibility for development and new activities implementation. If this allowed for present solutions only, we might need to change the system shortly or purchase an additional one.
3. Backup from Marketing Automation system provider.
Marketing Automation is really fine and flexible tool, equipped with massive capabilities. Thus, the support is really significant during the implementation and later while working with the system. An absolute minimum we must require is a free access to package of trainings an studies on Marketing Automation, e-books, case studies, exemplary automations, manuals and other materials supporting implementation and servicing. And when purchasing the license, we are assigned with a dedicated instructor and free package of activities for a start, the implementation should be smooth and positive ROI observed much faster.
To sum up
Analyzing information shared by VentureBeat we see that Marketing Automation, practically in every case, brings a profit to a company. Despite the fact that not every company is convinced of the implementation cost-effectiveness, the marketers express positive comments. The best among them report even 150% revenue increase and simultaneous client growth since Marketing Automation implementation. Not only Marketing Automation allows to successfully reach potential and current clients with tailor-made and personalized message but thanks to identification and monitoring of each customer behavior, it helps to understand their needs and effectively optimize marketing and sales, focusing on the client.
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