Marketing automation has already become more than just a software solution for many marketers. Emails are sent directly to prospects and customers and the leads gained are stored in the database for future communications.

For the CMO, viewing marketing automation in this light is not enough. This view does not justify the costs and effort involved in implementing and maintaining this software solution.

Marketing automation is much more than just a platform for storing leads and sending emails. It is the basis for a large number of other marketing tools. More importantly, Marketing Automation is the software solution that will build your organisation's competitive position and long-term competitive advantage.

Marketing automation: reporting enables measurability

The real value of a marketing automation platform is the reporting. Reporting that includes emails opened, bounces, clicks, visitors to the website, how they found the website and which assets generated interest and action.

Information about customer behaviour is the trigger for new content (depending on the visitor's interests).

Reports on lead sources provide insights into which channels deliver the best leads. This results in a focus on these channels and an increase in lead generation.

Closed loop reporting provides insights into which campaigns have the greatest impact on sales. These reports, which only develop their full potential with CRM (Customer Relationship Management) integration, report on programme and asset performance. This means you always know which campaigns you should invest the most resources in, as these generate the most sales.

Reports to the CMO can be exported directly from the software.

Marketing automation is much more than just storing leads or sending emails. Rather, skilful use secures the long-term competitive advantages of your company.

Standardisation with marketing automation 

Marketing automation ensures that these standard processes are in place. What happens to newly acquired leads, for example, is mapped in the platform:

• Should the lead be nurtured?
• Should the lead be left to sleep?
• Should the lead be passed on to the sales department?

Nurture programmes, a microcosm of a structural process, define a communication sequence with a potential customer. The communication is based on the needs and reactions of the lead. CMOs that utilise marketing automation can see a 20% increase in average sales opportunities through lead nurturing.

Through lead scoring programmes and the ASL (Associate Service Level) agreement, the definition of a warm lead should be created with the sales team and based on which criteria it should be passed from marketing to sales.

At campaign level, marketing automation platforms manage the communication sequences, owner, target and success criteria.

Optimisation of impact through marketing automation

Nowadays, CMOs are struggling with the customer's demands on their own company. Customer behaviour has changed and, as a result, buyers remain unrecognised for much longer.

At the same time, more people are involved in the buying process. The responsibility for communicating engagement and activating prospects in this period lies with the marketing teams.

The marketing teams can fulfil these business requirements with the help of a marketing automation platform. According to Nuclear Research reporting, the productivity of marketing teams using a marketing automation platform increases from 1.5% to 6.9%.

Marketing automation enables personalised emails to be sent automatically. The extent of this personalisation can be set by the lead owner. Lead quality is significantly improved through the use of lead scoring techniques and lead nurturing processes. Together, these concepts ensure communication with the leads until they are ready to talk to sales.

Increase ROI with marketing automation

From a CMO's point of view, marketing automation platforms can do things that significantly improve the company. But to do this, the marketing automation platform needs to be used for more than just sending emails and storing leads.

When this happens, the results are increased sales and ROI. 78% of successful marketers see marketing automation as the most important component in increasing return on investment (ROI).

Do you have questions about marketing automation? Contact our experts! We will be happy to help.