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March 3, 2016

Why Marketing Automation is Cost-Effective for Small Teams

Deciding whether or not to put money into a marketing automation system can be daunting. Currently, only 18% of small companies (defined as less than 10 employees) are using marketing automation as a core part of their business model. For small and large businesses alike, taking the plunge means another monthly bill, a new system to learn, a new place to store data, more data to make sense of, and a potentially complex integration issue.

 

So why bother with marketing automation when you already have a method to your madness that (seems) to work?

Here are few reasons why it absolutely makes sense for small teams.

 

Scalability

In order to grow your business, you need to think big picture. How is this going to scale in the future? How are the tasks I’m doing today, able to be scaled when I have 100 customers, 1000 customers, 1M customers? One danger in growing your business faster than your systems, is the inability to keep up with increasing demand. A study conducted by the Pedowitz Group shows that 63% of companies that are outgrowing their competitors are using marketing automation. If you currently use spreadsheets and a gmail account to manage your customers, you may want to rethink how scalable your business is.

 

Efficiency

Do you get tired of doing the same old redundant tasks over and over again? Nothing kills your day like sending follow-up email after follow-up email. Automate these tasks with marketing automation and spend your time innovating and building your business. Use your newfound free time to reach out personally to customers, attend meetings, research new technologies that will benefit your business, or go on a vacation. Let automation stay and do the work for you!

 

Technology

Marketing automation systems do much more than just email your customers. From basic email and reporting, all the way up to systems that track and score website behavior and activities, there is something out there to fit your needs. Research strongly supports that marketing automation increases the number of qualified leads received by the sales team. The innovation that these systems have to offer greatly expands the capabilities of your business and allows even the smallest businesses to compete with the big name players.

 

Eliminate Guesswork

Without utilizing a system, you have no idea who is opening your emails, what campaigns are working, and what promotions are duds. Sound business decisions are not made via guesswork. Use a marketing automation system to help make data-driven decisions and spend your time optimizing and innovating on existing campaigns that actually work.

 

Relationships

It’s all about who you know, not what you know. Build solid relationships by nurturing your leads from the onset. Stop wasting time with cold calls and start putting time into creating educational and valuable content that warms up your leads and makes them actually want to talk to you. No one likes being given a sales pitch by someone they’ve never met. A study done by DemandGen Report shows that nurtured leads produced a 20% increase in sales opportunities than non-nurtured leads. Create content, nurture your leads through the education process, and reach out when the time is right.

 

Gartner Research estimates that by the year 2020, customers will manage 85% of their relationships without talking to a human. Marketing automation is right for every business, large or small. Many small teams also have small budgets and think that this excludes them from needing a marketing solution. In reality, you cannot afford NOT to have one. Small teams especially, must be efficient and effective. Time is of the essence when you only have a limited number of people and hours each day. Who works harder day and night, 365 days a year, than a marketing automation system?

Utilize a marketing automation system to free up your time so that you can focus on the things that will really move the needle in your business.

See also: 5 Best Low-Cost Marketing Automation Systems for Small Businesses

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