Are you climbing the marketing automation mountain?
If you haven’t already implemented marketing automation (MA), then you should at least be thinking about it or actively planning how you’re going to do it. This is what we learnt from our new MA Benchmarking Report, which revealed that 43 per cent of marketers are already using MA software, while 45 per cent are planning to adopt MA. Of those planning to adopt, 69 per cent aim to do so in the next 12 months.
As a result of the research we discovered that climbing the MA mountain can be a real struggle. However it can also be hugely rewarding, especially for those who are prepared to commit to implementing an MA programme in the long term. Our survey of 120 B2B marketers revealed that some of the biggest benefits of MA, including increased revenue, come to fruition at least 12 months after an MA programme is initially put in place.
As with any journey, you can’t set off unprepared; not only will you need to plan your route to the summit of the MA mountain, you’ll also need to make sure you have the equipment you need, and that you and your team have the right skills and resources before setting off.
Don’t panic though, it’s not too late to reap the rewards that MA has to offer. In fact, the variety of MA vendors that have proliferated in recent times means that with careful consideration you will be able to find one that is perfect for your business and its needs. The vendor comparison table we have included in this guide should help you do this, allowing you to cross-reference a range of vendors according to elements such as platform functionality, data management and customer support.
So now is the time to begin your expedition. As many of those who have gone before you know, it won’t necessarily be easy. But the satisfaction and results you’re likely to achieve once you reach the top will be worth it.