Understanding the ROI of Marketing Automation and More
Over the past decade, marketing professionals have seen their field change substantially thanks to advances in technology and the ever-increasing use of social media. Keeping up with marketing tasks in this new environment of constant connection can be extremely difficult, but marketing automation has emerged as a solution for those who want to focus on generating leads without sacrificing other types of marketing campaigns.
Companies employing a marketing automation system gain a dramatic tactical advantage over their competitors, but many are still unsure what marketing automation is, how it can be used to benefit their company and how it can impact return on investment.
The primary benefit of marketing automation is that it provides for total management of the campaign process. From creating campaigns to evaluating leads to making initial contact with the client, automation programs are designed to support marketing professionals and help them meet their sales goals. At a basic level, automation programs take the guesswork out of marketing by using up-to-the-minute data to help marketing and sales teams make essential customer relationship decisions.
The value of a marketing automation program may be clear to marketing staff, but company executives are likely to be more concerned with tangible, measurable evidence that these programs are working. First and foremost, it's important to understand that ROI measures for automation are very similar to ROI measures for traditional, nonautomated marketing campaigns. Busy executives don't need to learn a new marketing vocabulary or become acquainted with complex calculations in order to understand automation ROI. A basic grasp of how these calculations work for standard marketing campaigns is all that's needed in order to understand how an automation program affects any enterprise.
One of the chief benefits of using a marketing automation program is that doing so makes compiling ROI data easier. Instead of fussing over spreadsheets or trying to make sense of profit and loss reports, marketing staff can simply open the automation program and pull up the desired data. In order to calculate ROI, marketing automation suites look at campaign investment, leads generated, sales conversions and average sales values.