Recessionary Marketing: Automation Makes It Click

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Recessionary
Marketing
Automation Makes It Click
Engagement Marketing SolutionsSilverpopEngagement Marketing Solutions WHITE PAPER
RECESSIONARY MARKETING
Automation Makes It Click
maller budgets. Fewer personnel. More pressure to show value. As the
recession lingers on, B2B marketers are being called upon to deliver Sbigger, faster, cheaper results with less resources. But the current economic
climate means even companies able to make high-dollar purchases will
require more touch points to nurture them through the buying process.
Today's business buyers are cautiously working to make smarter, more
informed decisions.
In an environment in which nearly 70 percent of marketers indicated that How should I tweak this campaign? Without ROI and other metrics, you 1their spending for 2009 would be reduced or stay the same , it's essen- can't make the right strategic decisions on where to place that buck to get tial to make the most of your money. Fortunately, marketing automation the most bang. And in a recession, that's information you've got to have.solutions play perfectly into this process, freeing B2B marketers from the day-to-day burden of implementing tactics so that they can focus more on How is my overall lead-management process working? Using so-strategic initiatives that move the sales needle. phisticated B2B marketing automation solutions gives an overview of how things are clicking throughout the system. Since studies show that B2B What's a marketer to do? marketers that incorporate ROI and profitability metrics into the planning process are much more likely to report having effective lead-gen results Marketing Automation Makes It Click than companies using traditional, non-financial marketing metrics (60 per-2In the most basic sense, marketing automation refers to automating the cent to 35 percent ),it's easy to see that the ability to view the big picture process of sending your marketing communications. Instead of a manual pays major dividends.process that's time-consuming and subject to human error, marketing automation solutions enable you to create sophisticated and engaging campaigns that automatically respond to customer/prospect behaviors, "Marketing automation helped us engage prospects on a mass-lifecycle segments and other criteria. quantity level and collect the information needed to efficiently uncover a growing number of well-defined sales opportunities."  Marketing automation is the supporting technology that helps B2B marketers perform all of the complex and time-consuming aspects of -- Bob Gallagher, vice president of marketing, lead management, including capturing and scoring leads, routing them WorkForce Software.to sales and integrating data with a customer relationship management (CRM) system. It's primarily used to execute and analyze campaigns-segmenting, sending communications, delivering reports, etc.-but it can What contribution is marketing making to the company's bottom also serve as a valuable component of managing campaigns and tweaking line? Campaign ROI, cost per opportunity, top-line revenue generated, marketing strategy. percentage of revenue generated by marketing-marketing automation solutions provide access to this critical information so you can showcase At its essence, marketing automation is the optimization of the entire the impact your department is having on the company. An AberdeenGroup marketing process, from campaign planning to execution to analysis. And study revealed that among best-in-class companies that use marketing 3that efficiency is just the start of why marketing automation is key during automation solutions, 90 percent reported an increased ROI.a recession. The Unique Value of Marketing Automation in a Proving (and Improving) Your Worth Tight EconomyMarketing automation solutions can answer three important questions to During an economic slowdown, it's imperative for marketers to stretch show your boss and others in the company the true value of your market- their budgets to the max. Marketing automation can help you make the ing efforts. most of your resources across a wide spectrum of activities. And accord-
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