Marketers everywhere are realizing how necessary marketing automation technologies are for their marketing efforts. According to SiriusDecisions, the adoption of marketing automation technology is expected to increase by 50 percent by 2015. While marketers are realizing they need to adopt the technology, there is still some fogginess on the best way to measure its ROI. Marketing automation is a big investment for businesses, but the positive impact organizations see to their bottom lines is significant. Below, I outline three of the many ways marketing departments can measure the ROI of automation. While there are always other areas to analyze, these...
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3 Ways to Measure ROI With Marketing Automation
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From eM+C Daily
Marketers everywhere are finally realizing just how necessary marketing automation technologies are for their campaigns. In fact, SiriusDecisions notes that marketing automation adoption is expected to increase 50 percent by 2015. Clearly, this isn't just a buzzword (it never was). Rather, it's a valuable tool for optimizing your sales cycle. And while marketers are certainly recognizing the value provided, as is the case with anything new, they're still seeking clarity on how to best measure its return on investment.
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Most B-to-B marketers are now bought in to the concept of lead scoring. Using a combination of activity and known data to identify who is ready to speak with sales, and who is not, has become an accepted concept for most marketers who are focused on enabling their sales team.