This year was the year of marketing automation as 2014 saw a tremendous rise in popularity for marketing automation tools. Despite this growth only about 5% of marketers, use some type of automation tool, according to Jeff Ernst of Forrester Research. For those that do not know what marketing automation is, technology platforms such as Marketo, Eloqua and HubSpot enable marketers to more effectively market to the many channels that exists online and offline today by automating many of the tedious tasks needed.
To give you an idea of how popular they have become, a recent study by Sirius Decisions shows that marketing automation will increase by 50% by 2015. Why is marketing automation so popular you ask? Well, here are five of my favorite benefits that marketing automation provides to marketers
- Saves Time – Marketing automation provides the ability for marketers to plan campaigns or posts and schedule them to execute ahead of time.
- Empowers Small Marketing Departments – The ability to automate tasks and easily create campaigns allows small marketing departments to use their newly found saved time for strategizing and experimenting new marketing techniques that they otherwise would not have been able to.
- Saves Money – By saving time and freeing up resources, marketing automation saves organizations money by not having to hire or outsource for more resources or employees.
- Detailed Reporting and Analytics – By having an integrated system that works together, marketers are able to track customer actions and engagement easily and effortlessly through built in analytics and reporting.
- Lead Nurturing – Last but not least, the heart and soul of marketing automation. Lead nurturing allows brands to communicate with prospects, market to them in a timely manner with relevant content. This enables marketers to help educate prospects at the right time, helping them move down the sales funnel faster. This feature is the most powerful in my opinion and has the ability to provide the most value. However, according to MarketingSherpa 65% of B2B marketers do not currently do any type of lead nurturing. What are they waiting for?
Do you currently have marketing automation? If so, what are you favorite features or benefits of marketing automation?