Judging by the numbers delivered in this Salesforce Slideshare presentation, I would tend to say “yes”. Judging by the response I’m getting from my clients, I’d say “definitely yes”. There is this realisation by companies that nurturing visitors, leads and clients can lead to something.
Marketing Automation adoption on the rise
As a matter of fact, I would call that plain marketing, not marketing automationMarketing automation in B2B enables marketing processes to be managed automatically across multiple channels. With marketing automation, companies can target their visitors with automated messages via e-mail, the web, social networks and SMS. Marketing Automation in B2B Above is a diagram explaining how the scenarios work in marketing automation, based on behavioural scoring and profiles. Messages are sent automatically, according to sets of instructions called workflows. The Limits of B2B Marketing Automation Some companies install marketing automation mechanisms while their maturity on the subject is ‘under construction’. They deploy technology for technology’s sake which leads them to use tools that. It seems that marketing has strayed too much in the past 20 years and that we are discovering, at last, that delivering the right message at the right time to the right people is more effective than drowning them in useless information they don’t want to read.
This, in actual fact, is what we witnessed on this side of the channel when we looked at the results we were getting from marketing automation: while email opening rates fell sharply to less than 6%, we were able to make them take off back to previous levels (at 18%, i.e. 6 times more) with the proper use of profiling and behavioural targeting.
Marketing automation stats
Who needed proof of that? Now, I can believe that marketing automation adoption will be on the rise in the next 3 years.
Marketing automation is getting harder to ignore, especially when the industry is expected to grow 50% by 2015 (SiriusDecisions). More and more top-performing companies are adopting marketing automation solutions, and with the data uncovered over the past few years, it’s not hard to see why.
If you’re still not convinced, take a look at some of the marketing automation statistics below, and let the data speak for itself.
- Nurtured leads produce, on average, a 20% increase in sales opportunities versus non-nurtured leads. (DemandGen Report)
- 61% of B2B marketers send all leads directly to sales; however, only 27% of those leads will be qualified. (MarketingSherpa)
- A quarter of all B2B Fortune 500 companies are already using marketing automation, along with 76% of the world’s largest SaaS companies. (Pardot)
Read on the Salesforce blog
