Should my business bother with marketing automation?

Autopilot in Marketing automation on 8th of Dec 2019
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Why automated marketing tech is no longer only for the experts

“What truly makes for a good experience? Speed. Convenience. Consistency. Friendliness. And human touch—that is, creating real connections by making technology feel more human and giving employees what they need to create better customer experiences.” PwC

With so much talk about automation taking over the workforce, you’d be forgiven for wanting to keep marketing automation software on the down low to protect your job. In reality, however, this type of automation software is good both for businesses and for ambitious marketers.

The scope of marketing automation goes beyond simply automating your business’ menial and repetitive tasks. Marketing automation is software that optimizes your staff’s time as well as yours, allowing your business to significantly reduce staffing costs. Marketing automation also enables your business to work more effectively, by identifying which customers your sales team should focus their efforts on and removing inefficient processes and bottlenecks. As a result, marketing automation also keeps your customers happy – which keeps the bosses happy too (and we all know that happier bosses are easier to work with).

Here are 3 more reasons why your business should bother with marketing automation:

Marketing automation improves the customer experience

Customer experience is everything. When your customers have a positive experience with your brand, they leave feeling heard and appreciated. Good customer experience also minimizes friction, maximizes efficiency, and gives your brand a much-needed human element. And having your automation tech in place is crucial to compete in the customer experience (CX) stakes. Why? Because creating a positive customer experience involves accessing and utilizing good customer data. And marketing automation software has been fundamental in gaining the right insights and facilitating the most compelling communications.

Our research found that 88% of high performing marketers get results by investing in customer experience initiatives including analytics, content, social and nurture-based strategies for growth. We’re also in the era shifting from big data to lean data. According to a report by Mordor Intelligence, the web analytics market is expected to grow at a compound annual growth rate of over 15.2% between 2019 and 2024. The primary reason for this growth can be attributed to shifts in global online shopping trends as well as the steady rise in marketing automation usage. And the value of having and properly using this type of analytics, including understanding customer interactions with your brand, is a big differentiator for many businesses.

According to a global report conducted by CX experts at PwC, businesses that try to understand their customers’ interactions by focusing on the customer’s journey reap remarkable results. The report suggests that “when customers feel appreciated, companies gain measurable benefits… customers also said they were more likely to try additional services or products from brands that provide superior customer experience.” Indeed, if you give your customers a great experience, they are likely to buy more from your business, be more loyal to your brand, and share their positive experience with their friends (and maybe leave that all-important five-star review on Google).

75% of marketers are already utilizing automation tech – and it’s easily accessible to all

Just a few years ago, marketing automation technology was considered incompatible or too expensive for small to medium businesses to implement. And in some industries, there was a common perception that marketing automation software was something that should be left to large corporations and enterprises with large teams and larger budgets. In 2019, this is not the case anymore. The evolution of marketing automation technology has since resulted in SMBs realizing that marketing automation solutions like Autopilot existed in the marketplace; these solutions were not only affordable but also easy to use. As a result, marketing automation software is now a viable option for businesses of all sizes, from multi-national companies to the solo entrepreneur.

No matter the shape or size of your business, marketing automation software will optimize the agility of your operations. Marketing automation has allowed businesses and marketers to streamline efficiencies and deliver more value to support innovation and growth. It’s a constant in marketing tech stacks to automate manual tasks and facilitate the connection of all of the purpose-specific, best-of-breed apps to deploy them in campaigns and managing the sales funnel.

This year, we surveyed marketers across the globe to ascertain the influence of this technology and one respondent said, “our business would not be scalable without marketing automation.” Our report found that 81% of marketers say they save up to 4 hours daily thanks to marketing automation software; additionally, 91% of marketers believed that using marketing automation had allowed them to spend more of their time on planning and strategy. And if you’re not yet convinced, marketing automation will help your business grow revenue 58% faster than everyone else – something that makes those marketers adopting the software also 2.5X happier with their performance. As one survey respondent revealed: “the speed and flexibility of the software allow us to quickly create and optimize journeys. We're able to focus more on results over implementation.”

Marketing automation just makes good business sense

BrandZ, the world’s largest brand equity valuation database, highlights the importance of a strong brand “as one of the key building blocks of resilient businesses.” Even as the digital world continues to transform marketing and provide flashier metrics and new tools, growing brand awareness remains fundamental. And optimizing revenue involves retooling and refocusing marketing efforts from traditional top-of-funnel lead generation and pipeline metrics, to driving demand, growth, and satisfaction through the customer lifecycle and across acquisition channels. The coming together of both is augmented by marketing automation.

Marketing automation is no longer only for the experts

Marketing automation can help all marketers work smarter and get results faster by creating better marketing campaigns augmented by integrated AI-based applications, customer journey mapping, analytics, and CRM tracking – and so much more.

So, should you bother with marketing automation? The question should actually be, can you afford not to?

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