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Using Marketing Automation to Prove Your Content’s ROI

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Because the Numbers Never Lie

As marketers, we love creating compelling content that is visually appealing. But let’s face it, if this content doesn’t generate any returns, your CEO is not going to care how beautiful it is. Marketing must adapt as companies become more data-driven and results-oriented.

Today’s marketer is expected to be both creative and data-driven. Every decision we make is scrutinized for how it affects business. It’s important to create compelling content that drives leads and conversions, but we need to back up our efforts with numbers that prove ROI.

The awesome blog post you just wrote—how many times was it viewed? That eBook you created—how many new leads did that generate for sales? The content we create needs to engage visitors and encourage them to stay on the site. Once on the site, let’s convert that customer to a lead and work towards identifying their business needs to generate a sale. Finally, after all is said and done, let’s be able to prove our marketing efforts translated to sales.

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Marketing automation is a great tool to verify if a strategy is working or not. It allows you to not only automate many of your marketing functions, but also enables you to report accurately on our efforts via whichever automation system you’re using.

According to a recent study, marketing automation gives marketers the ability to increase operational efficiency and grow revenue faster. Automation takes the targeted content you’ve produced and puts it in front of your prospective customers in an engaging and authentic way. It allows you to provide value to your leads, improve conversion rates, drive repeat buyers, and enhance the overall customer experience. All of which can be easily measured using your chosen marketing automation software.

IDC predicts the overall market for automated marketing will grow from $3.2 billion in 2010 to $4.8 billion in 2015, opening up vast opportunities for content marketers to attach metrics to their work. There are three core benefits marketers can expect by instituting marketing automation in their organization.

  • More revenue is sourced from marketing. Companies using marketing automation report 45% of their sales pipeline is sourced from marketing, as opposed to 31% for companies that do not have an automation engine.
  • Sales is able to focus more on what they do best—selling. Marketing automation enables sales to spend 62% of their time selling. In those organizations not using marketing automation, sales is able to spend only 51% of their time selling.
  • Increased revenue attainment. Automation increases marketing’s efficiency, allowing more time to focus on creating great content. 84% of companies with an automation engine consistently hit their revenue goals, while only 67% of companies without automation do.

What does all of this mean for your compelling content? Marketing automation adds value to your marketing content and proves its value. Automation tracks a customer’s journey from their first interaction with your brand to their last.

And, what does it mean for you and your marketing department? The ability to work faster, save money and increase ROI.

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