MarketingPilot provides significant advantages over traditional methods:
Marketing Effectiveness
Increase revenue
- Marketers can use quantitative metrics to measure campaigns and use the information to eliminate unprofitable activity and shift efforts to the most effective campaigns
- Use ROI to optimize campaigns instead of guessing.
Better-targeted campaigns
A key business requirement for most organizations is to target smaller cells by tailoring communications to segments. This has the potential business benefits of reducing cost and driving profitability.
Based on industry experience leveraged from working across many companies, we have seen for many marketing campaigns that 85% of all revenue was generated by 60% of the total volumes of customers communicated with. The upshot is a cost saving of approximately 40%. The bottom line is that Marketing Automation plays a huge role in reducing marketing promotion costs through:
- Improved targeting
- Effective identification of the individual customer (segments as small as one)
- Increased conversion rates
- Identification of respondent/non-respondent groups & a range of specific response criteria configurable by the organization
- The control & measurability of campaign management activity
- Automatically track what prospects and clients do online
- Automatically execute campaigns that adjust for the behavior and action of each prospect
The ease of segmentation and analysis within a good Marketing Automation System will lead to a more targeted campaign focused approach. Cost reduction is the easiest short-term benefit to quantify and calculate. Many Marketing Automation applications have paid for themselves within 6 months based purely on cost-savings alone.
Reduce Marketing Costs; Increase Profitability
Marketing Automation allows organizations to formulate a more cohesive marketing strategy, which reduces waste, improves the organizations image and reduces marketing expenditure. This will increase profitability by:
- Increasing response rates
- Reducing acquisition costs
- Increasing customer profitability
- Increasing customer retention
- Increasing productivity – moving from “80% execution – 20% development / thinking time” to “20% execution – 80% development / thinking time”
- Reducing overheads
- Eliminate human error by automating repetitive tasks and implementing best practices
- Automation of marketing tasks such as lead scoring and lead assignment reduce workloads and turn-around times
- Marketers can quickly create targeted campaigns that execute again and again automatically
Quicker turn-around and analysis facilitates closed loop learning
Understanding how marketing activities are performing is essential. For some organizations it can take months before the information is available. The ability to see marketing campaign performance and respond very quickly contributes significantly to enhanced campaign results. MarketingPilot will:
- Automatically calculate ROMI for each campaign
- Support the decision-making process throughout Marketing
- Facilitate the identification of key areas of marketing opportunities
- Enable recognition of customer requirements
- Provide analyses of customer activity and characteristics such as product-customer ratio, customer loyalty measures, customer relationship duration, defection rates etc.
- Assist in developing and maintaining a high level of customer satisfaction
Faster response to market dynamics
Marketing Automation reduces campaign lead times from weeks to days, allowing organizations to react rapidly to changing marketing conditions and events.
Better targeting
Using analytical models in many organizations is currently a complex task that often goes wrong in the translation process from model building to deployment. There are obvious costs for such errors (e.g. costs of targeting the wrong people, costs associated to the rework needed to build a revised model). Marketing Automation Systems can allow models to be integrated within selection processes thereby removing this problem.
Organizational Efficiency
Reduced skill requirements for deploying marketing campaigns
For many organizations managing campaigns means highly skilled Marketing and IT personnel manually executing marketing business processes. Marketing Automation applications can significantly reduce the amount effort taken to execute complex marketing tasks, as well as eliminating the need for expensive IT and database skills.
Shorter Time to Market
Marketing Automation application can significantly reduce the amount of time needed to implement and executing marketing campaigns. It is not uncommon to see an improvement in campaign delivery time of up to 5 times depending on the complexity of campaigns.
Reduce reliance on IT
The introduction of Marketing Automation software will remove the reliance on IT by empowering marketing personnel to complete activities themselves. Once users are trained is it common to see the redeployment of IT staff to other organizational projects, especially in Cloud-based deployments. The implementation of MarketingPilot enables more efficient use of available resources through:
- The automation of existing campaign execution processes
- Enabling personnel to concentrate on new opportunities & minimize the level of current campaign execution processing
- Providing personnel with analysis tools that make it possible to answer questions easily and quickly without reliance upon technical staff
- The integration of many marketing functions eliminates the need to move information from one system to another to track and analyze results
Respond to changes faster
Many marketing systems environments are difficult to change. An example of a change could include an new aggregation on the marketing data mart or changes in the constituents of a sales region. In many organizations it can take weeks to deliver what may only be a simple change. Marketing Automation applications enable many of these changes to be completed in the same day without minimal effort. This coupled with extensive analysis and selection facilities will:
- Provide information allowing the customer base to be understood
- Provide improved targeting of customers and better customer profiling
- Enable enhanced retention and conversion rates to be realized
More accurate reporting and analysis through automation
Reporting on the effectiveness of marketing activity is essential if the organization is to learn about which activities are working and which are not. For many organizations this evaluation process is cumbersome and resource intensive. Marketing Automation makes campaign reporting an integral part of every campaign, reducing the effort required to produce analysis and providing data to marketers to enable more timely decisions.
Easier multiple channels planning and execution
Many organizations have difficulty in planning, coordinating and scheduling marketing activities efficiently just across channels. Just as Marketing Automation provides a single view the customer, it provides a single view of marketing activities enabling the efficient management of execution activities and processes across all channels.
Improved sales and marketing alignment
In many organizations Sales and Marketing have gotten out of sync and operate independently in 'silo's'. Integrated marketing management systems facilitate the alignment and concerted action of sales and marketing teams.
- Sales teams can prioritize their activities and focus on the most profitable opportunities via lead scoring, behavioral tracking and marketing automation
- Sales teams get leads faster and miss fewer opportunities due to delays in communications
- Get sales and marketing on the same page by using a collaborative system to measure and track performance
- Lead scoring, behavioral tracking and CRM integration enable sales teams to prioritize their activities and focus on the most profitable opportunities
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