"By measuring key performance indicators (KPIs), such as campaign performance, lead velocity, lead volume, and other valuable metrics, marketing automation allows marketers to more effectively budget and push marketing spend toward activities that result in the highest ROI, lowest cost per lead, and other metrics that drive the business.
Before you go into that pitch meeting, you’ll want to be prepared with some important industry statistics (remember that whole thing about loving metrics). Be prepared with data and ready to compare the potential before-and-after pictures — those are your “money slides” for your presentation, or your key talking points and objection handlers.
Marketing automation helps marketing deliver better-qualified leads to the sales team so they can spend more time on those leads. Best of all, it shortens sales cycles, increases conversion rates, and ultimately, increases the likelihood of meeting or exceeding revenue goals."
Meet the Future of Marketing Automation - Convince and Convert
There's much more that needs to be done, e.g., incorporating predictive, AI, encompassing CDP capabilities, tag management, dramatically improved reporting, and multiple scoring across multiple products.
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