The Rise of Marketing Automation: Love it or hate it

The Rise of Marketing Automation: Love it or hate it

It’s rather hard to believe that there are still marketers who perform their tasks conventionally without any aid from marketing automation tools.

Despite of its popularity, it seems that it hasn’t yet reached that point where the idea of leaving the fate of your marketing campaigns in the hands of artificial intelligence is not yet universally accepted.

For businesses that have not really picked a definitive stand on marketing automation, it’s imperative to know what exactly are the things that they would gain or lose if ever they do decide to jump in the bandwagon.

First, here are several statistical facts that point to the advantages of marketing automation in lead generation campaigns:

  • 28% of marketers saw an increase in revenue per sale attributable to marketing automation – Chief Marketer

  • 75% of companies using marketing automation see ROI within 12 months, 44% within 6 months – Focus Research

  • Companies using marketing automation source 45% more pipeline than those who don’t use marketing automation – Marketo

  • Sales agents spend 22% more time selling when marketing automation is deployed – Marketo

  • Marketing automation drives a 14.5% increase in sales productivity and a 12.2% reduction in marketing overhead – Nucleus Research

  • 70% companies declare that marketing automation met or exceeded ROI expectations – Focus

  • Mature marketers achieve 32% greater revenue through the use of marketing automation than non-mature marketers – Marketo

  • Marketing automation provides 225% increase in prospect volume that convert to sales opportunities – ShipServ

  • Using marketing automation causes 3x more leads passed to sales after one month – Marketo

  • Marketing automation reduces ignored leads from 80% to 25% – Bulldog Solutions

So is there really a negative side of using automated tools to perform marketing tasks?

Of course, the obvious danger of relying on automation is the decrease in the “human” aspect of your marketing approach. At the end of the day, nothing beats personal communications done in real time. For businesses that value that kind of dealing with prospects, marketing automation may not be their cup of tea.

The key is determine your current needs and weigh things out based on which is more important. If you’re having trouble with staffing and assignment of tasks, or if you feel that your efforts need a significant push in terms of productivity, then you might want to talk to your team and discuss the possibility of using automation. Of course, these tools are not your average-priced store purchases; you need to take into account the financial capacity of your business to acquire the programs.