Marketing automation enables companies to appear larger, reach farther, and facilitate more deals by leveraging technology to simplify and automate lead qualification processes. Research has shown that marketing automation users have a 53% higher conversion rate from marketing response to marketing qualified lead than non-users. Companies that excel at lead nuturing generate 50% more sales-ready leads at 33% lower cost. Marketing automation drives a 15% increase in sales productivity, while realizing a 12% reduction in marketing overhead. In short, marketing automation is the fastest growing CRM-related segment in the last five years.
Salesforce has two marketing automation solutions that have deep integration built right in; ExactTarget (for B2C markets) and Pardot (for B2B markets), as well as several AppExchange solutions with out-of-the-box integration. Additionally, there are many best-of-breed marketing automation solutions that can be integrated your Salesforce CRM; notably Marketo, Eloqua, Salesfusio, Act-on and LeadMaster. Today's solutions are entirely cloud-based, so there's no software to own or manage, and can affordably scale to your marketing needs.
Selecting the best marketing automation solution for your business depends on several key factors - the length and nature of your sales cycle, sophistication of lead generation and qualification practices, integration opportunities and budget. It's important to select the right marketing automation tool based on your industry, audience, and technical capabillties. CRMCulture can ensure your business realizes full ROI and expectations with your marketing automation selection and implementation.