Four Things You Didn’t Know About Marketing Automation Jessica Lunk Running a small business requires being ultra resourceful when it comes to managing your time and your budget. We know you’ve got limited bandwidth, but we also know that neglected leads result in a dry profit pool down the road. No worries – marketing automation is here to help. Here are four important things you might not realize about marketing automation and how it can boost productivity for your small business. 1. ROI May Take Time – But, Your Patience will be Rewarded! Focus Research found that 75% of companies using marketing automation see ROI within 12 months and see positive results even sooner. This is both a very quick and very slow period of time to wait to see your investment bring about profit. Too often, when a new tool is implemented, companies are impatient to see immediate results. It is important to realize that the ROI is measurable and real, but it may take time to create the kind of impact that moves your audience towards purchase decisions. In the long run, this is a short-term investment that will pay out in a great way for the company if implemented correctly. 2. Your Leads are Segmented While 61% of B2B marketers send all of their leads straight to sales, only 27% were found to be qualified, according to MarketingSherpa. This is why it is so important to analyze the position of leads and then nurture them accordingly. Yet, gathering the right data to sort and segment leads would require exorbitant amounts of time and energy from your marketing team that they just don’t have. Instead, marketing automation systems gather information and do all the sorting for you, putting your leads in the right buckets. And once you’re leads are segmented, you’re on your way to nurturing them with personalized content to achieve a 20% higher level of sales, according to a report by DemandGen. 3. Your Leads are Nurtured Marketing automation tracks your leads’ activity and determines their sales potential every step of the way. With leads properly segmented, you can meet each lead where they are in the sales funnel and take the right steps to direct them toward conversion. Marketing automation software automatically nurtures your leads by sending them personalized content they value, instead of slamming them with sales tactics and generic taglines. This lead nurturing approach is exactly why most companies see excellent results within several months of implementing their system. 4. Your Costs are Lowered When companies implement a nurturing strategy and automate mundane processes, they save money. Employees don’t have to do the mindless work of sorting through lead behavior, they can focus on answering questions and cultivating relationships. Allowing the work to be done automatically means a faster and more efficient process for everyone. Forrester Research found companies that excelled at marketing automation were able to generate 50% more leads ready for sales at a 33% lower cost. When a software system can do the busywork, your employees are freed up to work on tougher tasks that have a bigger impact on your business. Are you ready to move towards solid and sustainable growth? Marketing automation is an important next step. Get on board now and ride the wave of marketing automation’s newest trends for successful brands.