We are often asked about the business case for marketing automation. In the end, it is a numbers game. There are plenty of operational advantages of course – sales and marketing alignment, single solution replacing point solutions, etc. But, in the end, it is about revenue.
So how does marketing automation increase revenue?
Top of the funnel
- Increase lead volume with creative campaigns, off and on-page strategies (+30-40%)
- Engage more people with compelling content allowing them to self-sell (+10-20%)
- Convert more engaged visitors with landing pages and calls to action (+15%)
Middle of the funnel
- Increase MQLs (marketing qualified leads) with a clear lead profile (+15%)
- Reduce the number of marketing-generated leads ignored by sales (from ? to 0%)
- Implement lead scoring based on behaviors, BANT or SCOTSMAN to increase sales productivity (+10%)
- Shorten the sales process by working with more educated buyers that self-sell (-20%)
Bottom of the funnel
- Increase win rates on marketing-generated leads due to improved quality (+10%)
- Reduce “no-decisions” with tight qualification, lead scoring and nurture programs (-10%)
- Increase the average order value from the self-sell / cross-sell and solution content (+20%)
- Reduce discounting and price erosion by competitive insight and firm policies (-10% / pricing +10%)
Plug these into the spreadsheet and go!