Marketing automation struggles to reach its full potential
Marketers are rushing to adopt marketing automation platforms, but many are unable to implement it effectively. Columnist Mary Wallace explores the reasons for this.
Marketing automation is on the rise. The reason? Marketing automation vendors are promising accelerated revenue and improved ROI (return on investment).
How will it do this? With lead nurture campaigns that provide specific content aligned to the buyer’s needs and lead scoring models that deliver warmed leads to the sales team.
Yet a majority of marketing organizations are not using their highly sophisticated marketing automation tools to their full potential. It’s mortifying to the marketers in the trenches trying to do what’s right.
Worse, it’s beyond frustrating to the C-suite who invested in a tool with such promise. Remember, they agreed to the tool purchase based on expected results like 14.5 percent increase in sales productivity or a 12.2 percent reduction in marketing overhead, or a 451 percent increase in qualified leads.
While the C-suite has bought into marketing automation, a struggle remains where the rubber hits the road. Executing on campaigns that leverage behavioral information and the segmentation components of marketing automation remains almost impossible.