LeadSloth had a very interesting post on the benefits of marketing automation. I quote from the excellent post Marketing Automation — ROI, Efficiency or Revenue below.
Where Do the Revenue Increases Come From?
That’s a valid question. I suggest three areas:
- More cost-effective lead generation
- Better conversion rates with lead nurturing
- More efficient sales force
Key point: Without remarkable content, a strong value proposition, strong processes and good leadership, no marketing software on Earth delivers real value.
Lead Generation: with close loop measurements, you can easily see the effectiveness of each lead generation campaign. One of the best examples is in Marketo’s “Secret Sauce” webinar. You improve your investment-to-pipeline ratio by focusing on the most cost-effective lead generation sources.
Lead Nurturing fixes funnel leakage. If you don’t properly nurture early-stage prospects, they will probably buy from a competitor. If you can increase conversion rates from inquiry to marketing qualified lead to sales-accepted lead, you get more marketing-sourced opportunities.
If sales receives better qualified and better educated leads, they can focus on the most promising opportunities. There are statistics that more sales people make their target if marketing automation does a good job nurturing and qualifying leads (I couldn’t find the source, if you know who published this research, please leave a comment).
Jeff Ogden is President of Find New Customers, a top lead generation company. ”We make lead generation simple.” An expert in B2B demand generation, he helps companies implement programs to find and acquire new customers via sales leads. He’s also authored three highly acclaimed white papers and one ebook on BtoB sales and marketing. Find New Customers can be reached at (516) 495-9350 or jogden at findnewcustomers.net
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