Why Your Business Needs Automation?!

When my father was in college, he had a friend who was blind. His friend made a deal with him – he’d buy a car they might share. The catch? When my father’s friend wanted to take a woman on a date, my father would drop the other commitments and be their driver . Sometimes, only for fun, they’d attend an empty lot and his friend would drive the car – flying around at a reckless speed with only the yelling and screaming of his pals to stop catastrophe.

Now, while we expect this type of risky behavior in college (based on stories we’ve heard, not our own experiences, of course), flying blind is no way to run a marketing department. Thankfully, today we've access to the marketing attribution software needed to obviously see what channels, content, and campaigns are working…and which aren't .

KPIs That Matter

When we start our careers as marketers, we tend to jam our foot into the accelerator and hurry straight into driving programs and campaigns. We find out how to use marketing channels. We study content, creative, and CTAs. In time, we master marketing metrics like views, click-through rates, and marketing-qualified leads. Still, something eludes us. We are counting tons of things, but none of them are what the CEO really cares about – pipeline and revenue.

For most folks , our initiative into the sunshine was single-touch attribution, often enabled by a CRM. Now we could attribute revenue credit to the only campaign which seemed to trigger a crucial event like product purchase. Helpful, but also unrealistic within the context of long B2B buying journeys comprised of dozens or maybe a hundred or more customer touchpoints. So, about ten seconds after we started using single-touch attribution, we realized its limitations in B2B marketing. We were still flying blind.

We needed visibility to the entire journey – every buyer touchpoint, every channel, every content asset, and each campaign that made (or didn’t make) a difference. Only with this whole picture could we hope to optimize our marketing mix across every buying stage so as to grow the business. And, of course, we would have liked to be ready to do that during a modern and automatic way that didn’t involve spreadsheets and weekends.

Multi-touch attribution challenge

Marketing automation providers began to supply capabilities for taking over this multi-touch attribution challenge.

So, what’s the value of not flying blind? What’s the value of knowing what’s working and what’s not? Because it seems , the worth is immense. We see it with our customers a day and as we work with prospects to construct financial business cases, we regularly come to ROI figures that are as compelling as you'll find for any sort of software. It is sensible once you believe it. As marketing teams grow in maturity and have gotten good at the mechanics of buyer engagement, there's really nothing more valuable than insights that assist you tune that engagement for max impact and ROI.

The financial value of an investment in attribution software

While we like to share customer success stories and make business cases, we all know many marketers are seeking a more general description of the potential financial value of an investment in attribution software.

So, what did we find? What's the ROI of an investment in modern B2B marketing attribution? We saw an almost 4x return on investment with a payback period of but one year. Marketing teams were ready to generate 15% more qualified leads and many dollars in incremental pipeline and revenue while also saving time because of automation. Meanwhile, cost per sales opportunity was reduced by 17%, freeing up money to drive even more growth.

Interested?

Designate has consistently increased conversion rates for its clients by engaging the most sophisticated metrics and tools to acquire, engage, and convert target audiences across domains. Get in touch to know how we can boost your ROIs.

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