In 2016, hayWire joined the Red Branch Media family and we’re so happy to be here! Red Branch Media, is a full-service marketing and advertising agency that caters to assisting clients in B2B, Non-Profit, FinTech and more. The Red Branch blog features articles on marketing, design, leadership, HR topics, social media and so much more. This article originally appears on the Red Branch Media blog and is reprinted here with permission.
Marketing automation tools are nothing new. But, it does seem that they are on the rise, especially with B2B companies (which, just happen to be one of our specialties). We took a look at how this rising tool may be impacting the B2B world. What is B2B marketing automation? Is it bad? Good? Worth the investment? Let’s take a look:
Using Marketing Automation
A recent study of 200 B2B companies has found that over three-fourths (78%) of those companies are using some type of marketing automation. Of these companies, many have actually found them to be helpful as well.
Tweet This: #DYK over 75% of B2B companies use some form of #MarketingAutomation? Here’s why:
In fact, a majority of the respondents from the study noted increases and improvements in lead nurturing, lead generation, and sales revenue. Sounds pretty great! And, it makes sense that, with these finding, many would want to continue to jump on the bandwagon. However, that doesn’t mean it’s fool-proof.
In our own experience, we find clients who select marketing automation as part of their service package not only receive more leads on average (by a factor of 7) but also tend to be able to record and analyze their leads in a much simpler fashion.
Despite the significant increases and improvements, there are a few areas where marketing automation cannot replace an actual plan and these areas can make quite a difference. These include things like effective marketing strategy, inadequate contact data quality, and the complexity of systems. In all these areas almost half of all the respondents stated these are major issues, which is a big deal when thinking about the overall effect.
In short? If you don’t have a great plan, a focus on your customers and clean data to start with, a marketing automation system won’t solve all your issues.
So What Works Best?
In the long run, it’s important to figure out what works best for your company. If you’re a small enough business you may not need something like this. However, when it comes to scheduling emails and content, this may be the way to go; even if it means taking a little risk every now and then.
Could you imagine sending out 5000+ emails manually? Talk about a waste of time and energy. No business and no business tool come without knowing there may be some risk involved. It’s about finding a way through it and figuring out how to get the most accurate information as possible.
Read More: How To Win With Marketing Automation
So, let’s wait it out. Great leads and sales revenue, but complex and lacks strategy. We think we can work around those downfalls. Besides, as far as Red Branch goes, we couldn’t survive without our marketing automation tools. Literally, we may not be here. And, no one wants that! Or, at least let’s hope not.