Considering implementing marketing automation for your institution? Here are 9 stats to help you decide whether you’re ready.

In the last 10 years, the number of digital marketing solutions has grown swiftly as have the duties of marketers. Marketing teams today must straddle CMSs, CRMs, ESPs, analytics tools and an ever-growing number of social media platforms. Along the way, you post content, personalize email campaigns, report ROI and now even troubleshoot technical challenges, too. This is where marketing automation comes in.

What is Marketing Automation?

Simply stated, marketing automation is the use of software to optimize marketing tasks and processes.  Not only does the software offer a more robust alternative to traditional email service providers, but it also connects the dots between email programs, websites, social platforms and CRMs for a truly integrated digital marketing strategy you can measure across channels.

Imagine a world where your home page features personalized promotions based on a user’s past purchases. Or your sales rep from New England is notified the moment a Boston-based lead shares your blog post. Automation can program intelligent, sophisticated, relevant experiences across a range of digital software and platforms. Perhaps even more importantly, it allows you to scale those experiences for a one-to-one relationship with buyers you could never achieve with email alone.

Are you still wondering if all of this makes sense for you? We pulled together 9 questions (with accompanying stats!) to consider before you decide.

  • Do you practice content marketing?

Companies that use marketing automation are 3 times more likely than companies without it to track and attribute content marketing efforts to multiple touchpoints (36% to 11%). – The Lenskold Group, “Lead Generation and Marketing Effectiveness Survey” (2013)

  • Are you in one of these 5 industries?

Industries with the highest adoption rates include Software & Internet, Telecommunications, Computer & Electronics, Health & Pharmaceuticals, and Business Services. – Mintigo, “State of the Marketing Technology Industry” (2014)

  • Is efficiency one of your top priorities?

Marketers say that the greatest benefits of automation are time savings (74%), increases to customer engagement (68%), more timely communications (58%) and growth in opportunities, ex. up-selling (58%). – Adestra, “Marketer vs Machine” (2015)

  • Are you a B2B marketer?

Marketing automation is used by 55% of B2B companies. –  Emailmonday, “The Ultimate Marketing Automation Stats” (2016)

  • Do you need social proof?

Best-in-class companies are 67% more likely to use a marketing automation platform. –  Aberdeen Group, “State of Marketing Automation 2014: Processes that Produce” (2014)

  • Are you an early adopter?

Only 22% of companies are using automation software today, trailing far behind more mainstream channels like social media or the corporate website. – Salesforce, “State of Marketing” (2015)

  • Do you need to generate more leads?

6 out of 10 survey respondents who use automation say it has increased the quantity AND quality of the leads that get passed to sales. –  Lenskold Group, “Lead Generation Marketing Effectiveness Study” (2012)

  • And while you’re at it, more revenue?

Marketing automation users have seen an average increase of 34% in sales revenues. — Pardot, “10 Must-Know Marketing Automation Stats (2015)

If you answered “yes” to any of the questions above, you just might be a candidate for marketing automation. But before you hitch your wagon to HubSpot (or any of the many other solutions), consider this final question:

  • Do you have a plan?

The greatest barrier to success is the lack of an effective strategy. (52%). Ascend2 “Marketing Automation Trends Survey” (2016)

Despite its many benefits, automation software can be complex. Implementing effectively requires a thoughtful strategic approach that considers data, processes and sales/marketing alignment. Feel free to reach out to us at info@rdwgroup.com with any questions!