The adoption of marketing software is expected to increase by 50% by 2015. (Source: Sirius Decisions)
If your business has yet to consider the transition, you're now at risk of falling behind.
Perhaps you're dealing with a resistant boss, you're worried about how much it will cost, or you think what you have in place now is enough to sustain your efforts.
Whatever your reason for carrying on without a marketing automation software may be, I'm here to challenge it.
With businesses that use marketing automation to nurture prospects experiencing a 451% increase in qualified leads, it's important that you start thinking about the opportunity it presents for growth. (Source: The Annuitas Group)
The disconnect, the logging in and logging out, and the learning curve required to attain proficiency in each new tool will suck every last minute out of your day. Before you know it it will be 5 o'clock and your "to-do" list will still be far from manageable.
The less time you have to spend trying to align your efforts across platforms, the more time you have to pour your efforts into the elements of your campaign that are necessary to drive success.
Your Analytics Are a Mess
"What's the return on investment?"
"How do these numbers compare to last month?"
"Has this increased our profit margin?"
These are the questions your boss cares about. The questions that you better have an answer to when the time comes. But how?
Forging together numbers from here, there, and everywhere is problematic at best.
If you're using one software to measure the performance of your website, another to track your email efforts, and a third-party resource to scrape together social media insights, you're asking for oversight.
Quick, which of your marketing efforts is turning up the most leads?
If you hesitated, or worse, you haven't the slightest clue, you're missing out on an opportunity to optimize your traffic.
Having a understanding of which sources are driving the most leads to the yard will not only help you to see more clearly what is working, but also help you to rule out the ineffective areas.
With a marketing software in place, determining the origin of your leads is never a guessing game. With the ability to break down your sources quickly and easily, you'll never feel like you're in the dark again.
Your Conversion Rates Suck
Generating website traffic feels good, but converting visitors into leads feels even better.
If you're having trouble capturing and converting leads, it's likely that you don't have the proper tools in place to persuade them to take the next step.
Or maybe you do have some of the right tools in place, but you simply don't know how they are performing or how to fix them if they're underperforming.
Marketing automation software makes creating, testing, and improving things like calls-to-action, landing pages, and forms to ensure that your business is converting the number of leads it's deserving of.
Knowing that companies with 30 or more landing pages generate 7x more leads than those with fewer than 10, having the resources in place to make awesome calls-to-action and well-performing landing pages a reality is critical to your business' potential success. (Source: HubSpot)
You're Out of Ideas for Content
Scratching your head from content ideas?
If you don't have the proper insights into what is working, why it's working, and where it's working, you're essentially inviting writer's block to take over.
Rather than create content that might resonate, marketing software can provide you with the resources you need to put forth content that will resonate.
With the Keyword Tool I have the ability to identify keyword rank, difficulty rates, and leads and visits generated by each keyword, making it easy to map out which words are going to drive the greatest results.
Additionally, Social Inbox makes it easy to break through the noise on social media and access what our buyer personas are talking about, which is essentially is the key to creating content that will resonate with them.
While there's no definitive cure to writer's block, this type of insight surely makes things easier.
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About Carly Stec
Carly Stec is a Senior Content Strategist and former Marketing Blog Editor at HubSpot. Prior to HubSpot, she got her start here, at IMPACT, as the Content Marketing Manager from September 2013 - March 2015. Carly has a strong affinity for New Haven pizza (#TeamModern) and anything Kate Spade. She currently lives in Boston with her fiddle-leaf fig, Boyd Tinsley.