Automated Engagement…An Oxymoron?

Marketing automation is a frequent topic of conversation. From the marriage of CRM and e-mail marketing apps to platforms that will automatically regurgitate your most engaging social media posts, there seems to be no end to removing humanity from sharing content with other humans.

When not carried to the Nth degree however, marketing automation yields incredible results.

Know when to implement the machine versus invest in the person

  • Nearly half of all marketing automation investments pay for themselves within six months. 75% return a positive ROI within 12 months. (Salesforce)
  • If that doesn’t compel you to invest, consider that companies that excel at nurturing leads generate 50% more sales-ready leads at 33% lower cost. (HubSpot)

Based on these statistics, it should be easy to justify a short-term reallocation of resources from sales to marketing. The dollars you don’t spend on sales today will result in higher-quality, lower-cost leads and a positive ROI within a short period of time.

It’s not about full automation

“Social media is social. Be social!” Christoph Trappe, authenticstorytelling.net

Employ highly qualified staff to pick up where the machines can’t go. Focus them on human to human connections while the machines identify the humans you should be connecting with.

One size does not fit all. Customize your approach to your specific needs but play to the strength of your team and the tools currently available to help you drive results.

What say you? Comment below!

3 Comments

  1. WilliamDib on May 31, 2016 at 5:32 am

    Wow, great article. Really thank you! Keep writing. Kochler

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    • Laura Petersen on August 25, 2016 at 6:37 pm

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