CMO

Friday infographic: Marketing automation's influence

Latest visual graphic from NeoMam highlights the best way to structure your team to take advantage of marketing technology

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.

Make marketing automation tools and talent work for you. [Infographic] by the team at Adeccousa