It’s become crystal clear that if you’re going to be successful in the ever-shifting marketing landscape, you need to be able to change direction, and fast. Fluidity and agility are key, and that’s why having technology, media and creative playing on the same team is going to be crucial for the successful marketer or agency.
A UK-based infographic firm has put together a detailed visual representation of the impact marketing automation is having as a technology, and tips for how CMOs can build the right skillsets and capabilities to take advantage of these platforms.
According to the NeoMam infographic, which is based on research undertaken over the past 12 months by a range of organisations, marketing automation has chalked up the fastest growth of any CRM-related segment in the last five years. It also points out use of these platforms is expected to increase by 50 per cent between now and 2015.
Drawing on Silverpop’s research into measuring the ROI from marketing automation, for example, the visual graphic shows companies that are successful at lead nurturing through these platforms generate 50 per cent more sales ready leads at 33 per cent lower cost, and will have nurtured leads that make 47 per cent larger purchases than non-nurtured ones.
The infographic also outlines how to build a successful marketing automation team, suggesting that the ideal staff would include a relationship manager, marketing operations manager, content manager, email specialist, analytics specialist, and a Web team/IT support.
Make marketing automation tools and talent work for you. [Infographic] by the team at Adeccousa