10 Measures to Justify Marketing Automation

Marketing automation isn’t just about efficiency; it’s a powerful tool for driving revenue growth. While there are numerous operational benefits, the ultimate goal is to increase your bottom line. Here are some ways marketing automation platforms – along with your campaigns and programs –  can boost revenue performance:

Top of the Funnel

• Increase Lead Volume: Implement creative campaigns and optimize your on-page and off-page SEO to attract more qualified leads. Expect a 30-40% increase in lead volume.
• Enhance Engagement: Create compelling content that encourages self-service, empowering potential customers to explore your offerings. Expect a 10-20% increase in engagement.
• Improve Conversions: Utilize landing pages and clear calls to action to convert more website visitors into leads. Expect a 15% increase in conversions.

Middle of the Funnel

• Generate More MQLs: Define a clear lead profile and use marketing automation to identify and nurture marketing-qualified leads (MQLs). Expect a 15% increase in MQLs.
• Eliminate Wasted Leads: Implement lead scoring based on behaviors, BANT (Budget, Authority, Need, Timeline), or SCOTSMAN (Situation, Company, Opportunities, Timing, Money, Authority, Need) to prioritize leads and reduce the number ignored by sales. Expect a 100% reduction in wasted leads.
• Shorten Sales Cycles: Educate buyers with targeted content and personalized communication to empower them to self-sell. Expect a 20% reduction in sales cycle length.

Bottom of the Funnel

• Improve Win Rates: Focus on generating higher-quality leads through effective lead nurturing and segmentation. Expect a 10% increase in win rates.
• Reduce “No-Decisions”: Implement tight qualification processes, lead scoring, and nurture programs to address objections and move deals forward. Expect a 10% reduction in “no-decisions.”
• Increase Average Order Value: Leverage cross-selling and upselling opportunities powered by insights from your marketing automation platform. Expect a 20% increase in average order value.
• Mitigate Price Erosion: Gain competitive insights and enforce firm pricing policies to reduce discounting. Expect a 10% reduction in discounting and a 10% increase in pricing.

By leveraging marketing automation effectively, you can achieve significant improvements in your revenue metrics. It’s time to plug these numbers into your spreadsheet and start reaping the rewards!