Through Covid-19, many agencies and marketing departments have slashed advertising budgets and cut back on staff. Forrester is predicting that marketing agencies will see staffing losses of 1/3 and marketing groups will slash ad spend by about 30% year over year.
For the remainder of 2020 and into 2021, marketing groups will be stuck trying to deal with having less resources to accomplish their goals. Many CMOs and VPs are choosing to deploy more marketing automation to help their teams get more done with smaller budgets.
How Does Marketing Automation help make Marketing Departments more Efficient?
Many people think that marketing automation replaces custom handiwork with crappy, computer-generated garbage, but the reality couldn’t be further from the truth.
- Marketing automation allows for better tracking so you can allocate ad spend on the highest impact areas, and so you can improve the parts of the journey that suck
- Marketing automation removes repetitive work and allows creatives to spend more time creating and less time copy and pasting
- Marketing automation allows marketing groups to put on labor-intensive operations like webinars more often
Most companies these days have Google Analytics hooked up to their website so they can track website form submissions. With only form submits as a conversion point, most companies are flying blind: only able to track a minority of conversions. More complete tracking gives better insights into which marketing channels are bringing home the bacon, and which parts of the website or user journey need drastic improvement.
Most companies lack dynamic number insertion call tracking on their website: necessary for figuring out which marketing channels are making the phone ring. This feature is baked into marketing automation platforms like ActiveDEMAND.
More and more companies are starting to use appointment scheduling as a conversion point as well. For businesses where a virtual or face to face meeting is often the first step with a new client, going straight to automated appointment scheduling makes a lot of sense.
Marketing automation platforms also make it easier to track offline advertising.
Automating Repetitive work
Some starry-eyed marketing newbies think that marketing is going to be like what they see in Mad Men. They’re disappointed to learn that they have to start doing mind-numbing, repetitive work, but it doesn’t have to be this way. We can use automation to do the boring stuff, and free-up marketers to be creative again.
Many marketing professionals today spend hours each week and each month copying charts and metrics from a variety of platforms and pasting them into weekly and monthly reports. No one got into marketing to become a slave to copying and pasting, so why continue? ActiveDEMAND has a ton of analytics power right inside the platform, but you can also create report widgets using data from Google Analytics, Google Ads, Facebook, Google Sheets, and more. This means that you can create dashboards and automatically send out those weekly and monthly reports covering the KPIs.
Complex Campaigns in a Box
It’s a lot of work to put on a webinar. You need to create an RSVP landing page, promote it, manage the RSVP list, schedule the webinar in the platform, follow up after the webinar, and then turn the RSVP page into a “download the webinar now” page. Many marketing groups have stopped doing webinars because of the work needed to put them on.
Or, you could do it once, create a template from that, and then just duplicate the WHOLE thing every time you do another webinar. That same concept works for managing in-person events and other repeating event-based campaigns.
Use Marketing Automation to be More Competitive
As industry verticals become more global and competitive, companies and marketing agencies have to learn to run faster and use more technology to get better results. ActiveDEMAND is made to help marketing agencies and in-house marketing groups be more efficient and get more done with less. If you’re looking to make your marketing team more competitive, check out ActiveDEMAND.