In our ongoing series we’ve been discussing how ecommerce automation workflows can generate new sales and help retain existing customers. Still not sold? These powerful automation stats should change your mind!
What can Marketing Automation do for your Business?
The buzz around marketing automation often focuses on getting more leads. That’s a great advantage for any business, but the benefits of automation don’t end there! New figures show that automation can also convert prospects into qualified leads more effectively and improve sales rates.
1. B2B companies that implement marketing automation software increase their sales pipeline by 10% on average (via Forrester Research)
2. Businesses that nurture prospects using marketing automation see a 451% increase in qualified leads (via Annuitas Group)
3. Marketing automation’s high performers have a lead-to-sale rate that’s 160% higher than their competitors and a substantially better customer acquisition cost (via PR20/20)
4. On average, use of marketing automation leads to 15% increase in sales productivity and a 12% reduction in marketing overhead (via Nucleus Research)
Additionally, automation saves organizations time and money by reducing the opportunity cost associated with completing marketing tasks manually. It also organizes and drives marketing efforts by allowing marketers to set and track manageable goals.
5. 36% of marketers using automation reported that their newfound freedom to work on strategic projects, rather than repetitive tasks, is automation’s greatest benefit (via TFM&A Insights)
6. 63% of marketers indicate that the ability to set measurable objectives for each campaign is marketing automation’s most significant value (via Gleanster Research)
In short, marketing automation can advance your business goals during every step of the acquisition and sales cycle!
Who is using Marketing Automation tools?
With a better understanding of what kind marketing results are achievable with automation, it’s important to take the next step and find out who’s using it. The data shows that best-in-class companies are already utilizing marketing automation. What’s surprising is seeing what those business profiles look like across industries.
Recent research shows that companies using marketing automation are generally large and fast-growing, but even mid-size and small businesses are beginning to find real value in automation.
More specifically, B2B companies are getting into the automation game with adoption rates much higher than their B2C counterparts.
7. 63% of the companies growing faster than their competition are using marketing automation (via The Lenskold Group)
8. 24% of companies using marketing automation have fewer than 100 employees (via Buyer Zone)
9. There are nearly 11 times more B2B organizations using marketing automation now than there were 5 years ago (via SiriusDecisions)
It’s interesting to note that automation is not a new trend amongst the nation’s top businesses. In fact, many have been benefiting from automating their marketing functions for some time now. This has only helped to widen the gap between them and their competitors.
10. 79% of top companies have been using marketing automation for 2+ years (via Pardot)
This means that if you haven’t adopted an automation strategy yet, you need to make that a top priority this year so that you don’t fall behind in the market.
How should Companies Get Started with Automation?
Adopting a Marketing Automation Approach
Businesses of all sizes are going the automation route because options abound both in service and price. Because there are options to suit every budget, many businesses feel like they are paying a fair price for these tools and services.
11. The majority of marketing automation users rate it as “fairly priced” (via VentureBeat)
It’s also likely that businesses feel marketing automation software is fairly priced because they’re able to see the positive ROI that it generates.
The substantial results that can be achieved with automation balance out the costs, making it a sound business decision for companies at all life stages.
Seeing Results from Automation
Simply put, automation drives revenue! Companies using automation report seeing revenue growth that surpasses their competition faster than with their other marketing investments.
12. 78% of marketers say that automation techniques are their leading source for improving revenue (via The Lenskold Group)
13. Companies that use marketing automation report revenue growth 3.1% higher than those that do not (via Aberdeen Group)
14. 75% of companies using marketing automation achieve positive ROI in just 1 year (via Focus Research 2013)
These overwhelmingly positive figures point to the need for automation to be a part of every marketing strategy, especially when it comes to email marketing.
Supplementing Email Campaigns with Automation
Companies already investing in their email campaigns can substantially improve results by building automation into their strategy. It can be used to increase email engagement rates and foster customer relationships, but few businesses are currently using automation in this capacity.
This means that utilizing automation with existing customers is a great way to get ahead of your competition.
15. Automated email messages average 71% higher open rates and 152% higher click-through rates than other marketing messages (via Epsilon)
16. Only 8% of business are currently using marketing automation to nurture their existing customer base (via SiriusDecisions)
As a part of a sound overall email marketing strategy, automation can help to turn current customers into loyal brand advocates. For this reason, marketing automation can continue to pay dividends long after it’s initiated.
Take the First Step
Now that you know what marketing automation can do for your business, it’s time to give it a try. Whether you’re brand new to the world of automation or have some real-world experience using it, our automation tools can be configured by users at all skill levels!
Learn how to use Marketing Automation
Check out our Marketing Automation guides for setup instructions and to explore sample automation scenarios.
If you have questions on how to create specific transactional or marketing automations, let us know. We’d be happy to help!
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