A recent study by Lenskold Group and The Pedowitz Group reveals some interesting stats about the state of marketing automation and which marketers are using it successfully. Let’s take a look at those numbers so we can learn more about what this means for you.
63% of Companies That Are Outgrowing Their Competitors Use Integrated Marketing Automation
This is an impressive stat. It tells us that if you want to grow—and if you want to beat your competition—there is some advantage to be found in marketing automation. Marketing automation has increasingly become a not-so-secret weapon for businesses seeking to grow their customer base, and the voice-based component is just one more tool to keep in the arsenal. Marketing automation for lead gen uses emails and web forms, and voice-based marketing automation is just a building block to supplement that foundation, using call analytics from your marketing ads and campaigns to improve results and voice broadcasts, IVR phone surveys, and SMS texts to generate more phone leads. Used separately, they are excellent. Used together, they are unstoppable.
40% of Higher-Growth Companies Are More Likely to Use Marketing ROI to Assess Campaigns
This stat is a definite sign of marketing smarts. Marketers who keep an eye on what generates leads and what doesn’t and use that information to make decisions about campaigns are on the right track for truly optimized marketing strategy. There is a critical gap, however, that even the smartest marketers don’t always know how to fill, and the voice component of marketing automation can do the job. If we’re not tracking phone calls, then our picture of our ROI isn’t complete. When prospects pick up the phone to call, traditional marketing automation can’t track that event, but voice-based marketing automation can patch that leak.
78% of High-Performing Marketers Indicate That Marketing Automation Systems Are More Responsible for Improving Revenue Contribution
Marketers know the value of impressions, clicks, and leads, but smart marketers know that what really matters is revenue. Tracking your online conversions is one thing: downloads via web forms, newsletter signups, email list registrations are all great data points and should be tracked. Tracking phone calls, and more importantly what drives those phone calls, is also extremely important in order to understand how well your marketing efforts are performing. However, what you really need to know is how those online and phone leads get moved through your sales funnel to revenue. That’s how you really understand ROI. So if you want to see what is contributing to revenue, the buck doesn’t stop with just marketing automation: you need to automate your voice interactions as well.
These stats tell us that marketing automation is no secret: companies across many industries are using it to improve their business. The secret, then, is the combination of marketing automation and voice-based marketing automation: a double whammy that is sure to take your campaigns to the next level. To learn more, download this free white paper, Tracking Phone Leads: The Missing Piece of Marketing Automation.
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