We get asked this question a lot: “How do I know when I’m ready to purchase Marketing Automation?”
And it’s a good question.
Deciding when to purchase Marketing Automation software is a personal decision for most companies and businesses, so it’s a no-brainer that this question holds such popularity.
While you and your team are the only ones who can truly decide what’s best for your business, the Net-Results team (hi!) have worked together to pinpoint three signs that indicate you’re ready to purchase Marketing Automation, as well as one, huge, MAJOR sign that you need to step back and hold off on your Marketing Automation software purchase.
Ready, set…let’s count the top three signs you’re ready to BUY, BUY, BUY Marketing Automation:
1. Your team is publishing quality content
As with pretty much everything, good, quality content looks different for every business; however, if you notice that your content is gaining traction and engaging your intended audience, it might be time to purchase Marketing Automation.
Now, you may ask: “But Net-Results, what does good content have to do with Marketing Automation software?”
Glad you asked.
You see, MA software doesn’t work too well if your business isn’t yet capable of creating professional, engaging content.
If this is the case for you, there’s still work to be done, and that’s okay! Just hold off on purchasing until you’re able to create quality content that resonates with your target audience.
Now, if you’re like, “Nah, Net-Results, our content is FIRE!” then keep reading.
One of the huge benefits of Marketing Automation is the ability to segment audiences and send them the nurture content written just for them.
By segmenting off of behavior or contact attributes, you can show different images in your emails, direct users towards different landing pages or videos, or engage your prospects in ways that are completely unique to what they’re interested in.
Hand in hand with your “fire” content, you’ll be able to communicate more effectively with your already engaged audience via MA.
It’s a winning combination. (Sort of like gin and tonic.)
2. Generating a steady flow of new, organic prospects
Much like quality content, it’s important that your marketing campaigns are already generating a steady flow of new, organic prospects and leads. Not only does this make your sales team do a little happy dance, but it also builds credibility.
Best of all? Consistent leads tell your marketing team that they’re headed in the right direction and making money moves with their stellar content, strategies, and campaigns.
Now, here’s the elephant in the room: As much as we’d like to believe that Marketing Automation is a magical elixir that fixes everything…it doesn’t.
If you’re just starting out, or if you’ve been in the game for awhile but still struggle to secure consistent prospects and leads, take a step back and reassess.
Marketing Automation helps you to nurture existing leads and generate new ones.
Remember our previous talk about timing? That’s what MA will do for you.
(If you want to read up on Marketing Automation and Timing, click here!)
What won’t MA do? Pull prospects and leads out of thin air. If you just so happen to stumble across software that randomly finds qualified leads, let us know!
Until then, only consider purchasing Marketing Automation if, and only if, your marketing and sales teams are already creating and engaging new, qualified leads. This means that your processes already exist and will benefit from the automation and customization that marketing automation excels at. Otherwise, you won’t have any prospects and leads to nourish…and that’s not helpful for anyone.
3. Ready to scale your efforts
For reference, when we say “scale,” we mean, “to grow or expand in a proportional and usually profitable way.”
This is a big one.
Let’s face it, 2020 has been a major doozy for most of us, and many companies aren’t able to grow or expand the way they initially intended. That’s okay! With layoffs, downsizing, and furloughs, many businesses are having to scale down their efforts.
With this in mind, be true to yourself and your team. Marketing Automation is nothing without strategy and execution. Like we said before, MA won’t turn your leads into customers without effort—MA makes the efforts go further.
If your team isn’t quite up to snuff (we’ve been there!), put Marketing Automation on hold. Conversely, if your team has “the right people in the right seats” and you’re ready to implement some killer strategy, purchase Marketing Automation ASAP.
MA software will amplify your marketing efforts and allow you to nurture qualified leads along the way.
Now, here’s the not-so-fun part.
Here’s the number one sign that you’re NOT ready to purchase Marketing Automation:
1. You don’t have the capacity, or “fertile ground” to nurture new leads
Also known as “churn rate,” your Attrition Rate is a useful KPI that measures how many customers you’ve lost over a set period of time. For us, Net-Results, it’s churn rate.
This is all about being honest with yourself and your team.
As we mentioned, Marketing Automation won’t create prospects magically from thin air. It won’t magically populate with a ton of great contacts overnight; it nurtures *existing* leads.
Whether you’re just getting started, working with a team that’s reached capacity, or realizing your marketing efforts are in need of a revamp, it’s important to assess whether or not you have the ability to implement and utilize Marketing Automation.
Without proper implementation and utilization, Marketing Automation can fail. We don’t want you spending your hard earned money on software that won’t help you!
Ain’t nobody got time for that.
Much like purchasing a car, a house, or a European vacay—Marketing Automation is a huge decision for any team, and it’s best to have your ducks in a row when you write the check. Marketing Automation (*cough* Net-Results *cough*) will be here for you when you’re ready. Don’t jump the gun on this decision, but don’t put it off if it’s right for you either!
Deciding to purchase Marketing Automation software is a big turning point for most marketing teams. If your team can say, “heck yeah!” to at least 2 of the 3 items on this list—it’s time to start shopping around.
However, if you’re relating to our number one sign that you’re NOT ready to purchase Marketing Automation, take a step back. We’ll be here when you’re ready!
Still curious about whether marketing automation would help your team reach their marketing goals? Schedule a quick 20 minute chat our Product team, who can help answer all your burning questions about just what Marketing Automation can help you accomplish.
Cheers to Marketing Automation (and you)!
Digital Marketing Specialist at Net-Results