There comes a time for every company when your old marketing techniques stop working. It will happen to you, hopefully, if you continue to grow. Old methods are no longer providing a return. Existing teams don’t have nearly enough time for everything. Campaigns get bogged down in growth fatigue. People leave.
These are all good indicators that the volume of prospects, based on the number of customers or potential customer email addresses you have, is getting too much for your marketing team. So the question is, what’s to be done? Throw money and people at the problem. In other words, give marketing a bigger budget and more staff?
Or is it perhaps time to consider marketing automation?
Here’s five indicators that for the benefit of bottom line growth and a continued return from your marketing efforts it is time to implement marketing automation.
Indicator #1: Reduced Returns.
There’s a noticeable reduction in the number of conversions from various campaigns. It might of started off slow, just a few percentage points every quarter. But now that trickle of people tuning out is turning into a flood and you are almost out of ideas trying to figure how to plug all the holes. Batch and blast clearly isn’t working, which is why automation, based on segmentation and triggers, is starting to look like a wise investment.
Why does 86% of email go unread? Think back to the last email you received that was irrelevant to you. Did you read it to the end? Check out this Case Study on how to re-capture your audience’s attention in your own campaigns.
Indicator #2: Scaling Was Easy. Now It Isn’t.
The difference between 10,000 and 100,000 might be just an extra zero; but try putting that into context of a prospect database. With a wide demographic split. Thousands of different sales cycles. Far too many touch points to keep track of.
That all makes a nightmare situation when trying to scale and maintain a return, whilst looking after any time sensitive situations or daily dramas. Scaling was easier. With automation those thousands of touch points can start to take care of themselves.
Indicator #3: Mistakes Cost More.
Mistakes happen. We are all human. It’s the cost of doing business. But like recent airline related social media fiascos, the cost of those mistakes gets higher the larger you get. Mistakes can happen more often and cost more if your marketing team is run ragged and unable to handle current work volumes. Might be time to make things just a little easier for them.
Indicator #4: Lot’s of Shooting, Few Hits.
Now the marketing team is starting to panic. The CMO or VP, or whoever is in charge, is getting pressure from above. Look at those numbers! Not good. Needs some serious improvement. So ideas are put forward for new approaches, new systems, new software. Other ideas can be suggested on an evening only to fall apart the next morning.
This random, scatter-shot approach to marketing is a clear sign that greater control is needed from the top, with a clear structure, and the tools to get the job done.
Indicator #5: Marketing Has A Credibility Problem.
Perhaps understandably, if any of the above sounds like your marketing team, then the senior management will have lost some faith in marketing.
With automation it is possible to come back to the table as a revenue generator, rather than a cost centre. That way earning credibility which is necessary for getting internal traction and demonstrating an ROI.
Attentive.ly is a social behavior platform for modern marketing teams. We help brands and organizations predict how customers and supporters will behave – even what they might do or buy – from social data. It has been used by over 100 companies and organizations to improve thousands of email marketing and social media campaigns.