Do Marketing Automation Better
Do Marketing Automation Better
The great promise of marketing automation is the ability to segment customer databases and customize
communications to produce better results. These communications are highly tailored and deliver more
conversions and better leads.
The statistics provide an interesting picture. Most companies realize a 10 percent or greater increase in
revenue in six to nine months, according to the Gartner Group. However, 85 percent of companies feel
like they are not using automation systems to the fullest potential, according to Research Underwriters
and Ascend2.
Earlier this year, industry analyst David Raab compared four marketing automation reports from analysts
Aberdeen, Gleanster, Schulze and Winsper, head-to-head.
1
The results were astounding, as you can see
from David's chart below.
1 http://customerexperiencematrix.blogspot.com/2013/10/which-b2b-marketing-automation-features.html
Almost every company is using email and some form of nurturing in its marketing automation solution.
After that, the drop is dramatic. Only a minority of companies use important automation tools like social
media interaction and web tracking.
Raab's comparison shows that many companies treat marketing automation tools like glorified email
programs. To maximize marketing systems, companies need to go further, taking a strategic approach to
their customer ecosystem and the tools they use to communicate.
This Vocus guide offers productive tips for companies looking to maximize their marketing software
system. We'll help you take a strategic approach, using ad tools to manage campaigns, deliver key
performance indicators (KPIs) and maximize return on investment (ROI).
Winsper Gleanster Aberdeen Schulze Average
Email 100 100 100 91 98
Nurture 80 63 93 79
Analytics 49 70 100 73
Landing Pages 53 65 88 82 72
Scoring 57 56 73 62
Web tracking 29 82 55
Social 14 47 30
