When will the costs of marketing automation pay for themselves?
Posted: Mon Dec 09, 2024 8:20 am
In some cases, it can be said that the marketing automation strategy “ pays for itself ”, and we are referring, in particular, to those cases in which it is precisely the absence of a detailed strategy that blocks a crucial result such as a sale.
Let's take the example of B2B, where the biggest obstacle is the need to canada telegram mobile Phone Number list interact and personalize the relationship with respect to the various buyer personas that take part in the internal purchasing process. Personalizing content, behaviors, timing and relationships with respect to heterogeneous needs is almost impossible in manual form, but a structured strategy serves exactly this purpose: to ensure that the interlocutor is "served" correctly according to his needs , or rather his role in the purchasing process.
In cases like this, the benefit is immediately evident compared to an unstructured, manual and standardized situation . It is no coincidence that we have reported the indication of Marketo (now Adobe) according to which 76% of companies obtain an ROI on marketing automation within a year. This depends not only on the increase in conversions, but also on the increase in the value of the individual customer, the reduction of sales cycle times , the improvement of operational efficiency and retention.
Staffing and skills costs are always significant . The company must constantly invest in training its team to ensure that it is able to make the most of new technologies (think generative AI) and automation platforms. In addition, skills must be constantly updated to keep up with the latest trends and developments in digital marketing and automation. Finally, do not forget that it is necessary to have skills that can interpret the information provided by the tools and customize strategies accordingly.
Let's take the example of B2B, where the biggest obstacle is the need to canada telegram mobile Phone Number list interact and personalize the relationship with respect to the various buyer personas that take part in the internal purchasing process. Personalizing content, behaviors, timing and relationships with respect to heterogeneous needs is almost impossible in manual form, but a structured strategy serves exactly this purpose: to ensure that the interlocutor is "served" correctly according to his needs , or rather his role in the purchasing process.
In cases like this, the benefit is immediately evident compared to an unstructured, manual and standardized situation . It is no coincidence that we have reported the indication of Marketo (now Adobe) according to which 76% of companies obtain an ROI on marketing automation within a year. This depends not only on the increase in conversions, but also on the increase in the value of the individual customer, the reduction of sales cycle times , the improvement of operational efficiency and retention.
Staffing and skills costs are always significant . The company must constantly invest in training its team to ensure that it is able to make the most of new technologies (think generative AI) and automation platforms. In addition, skills must be constantly updated to keep up with the latest trends and developments in digital marketing and automation. Finally, do not forget that it is necessary to have skills that can interpret the information provided by the tools and customize strategies accordingly.