Posts Tagged ‘marketing automation’

By Axel Kuhn

Last July, I wrote about the increasing emphasis in B2B marketing on justifying marketing investments, and the drivers behind this shift. Marketing Accountability and Return-on-Marketing-Investment (ROMI) are part of the new business mantra.

Research shows that over 85-90% of companies now recognize Marketing Performance Measurement as a significant priority. And yet less than 10-15% of these companies have any comprehensive process in place to measure marketing performance or ROMI.

Today, I’d like to introduce you to a great tool that has just been released: A powerful but easy to use ROMI calculator that lets you quickly determine the marketing ROI of turning your current website into a magnet for inbound sales prospects. In other words, investing in Inbound Marketing and Marketing Automation.

The calculator delivers one of those quick “back of the envelope” calculations that entrepreneurs depend on for their decision making process.  The tool includes interactive features to allow you to play “what-if” scenarios. Even better, it provides best-practice guidelines on what kind of traffic you should expect on your website, and what conversion rates you should aim for as you convert visitors to active visitor, to identified prospect, and finally to new clients. And don’t be scared off if you are not a financial or accounting genius, because the calculator includes step-by-step help for each input you have to provide.

The calculator highlights in red any ROI below 15% as unsatisfactory. However, results for most companies end well in the “green”. In fact, most mid-sized B2B companies that are still relying on traditional marketing and sales find that their potential payback from an investment in Inbound Marketing and Marketing Automation is better than 50%.  And that’s a very attractive return relative to most traditional marketing initiatives.

Smaller companies might argue that they need a minimum ROI that is even higher, given the scarcity of cash, and the fact that this scarce cash must compete with other critical needs in salaries, product development, and manufacturing. However, I would argue that for many small companies, getting those first few reference clients and “crossing that chasm” into targeted market segments is everything. So, I would be willing to invest my small business cash if it generated “in profile” customers, and an ROI of 50% or better.

But it’s your call. You can check out your ROI opportunity by using the calculator at (http://www.inbound-marketing-automation.ca/romi-calculator/), or remain in the dark. And once you’re fully armed, don’t let any marketer convince you to invest in a website marketing scheme without crunching some numbers first.

Post by Axel Kuhn, President, www.inbound-marketing-automation.ca

The RIC blog is designed as a showcase for entrepreneurs and innovation. Our guest bloggers provide a wealth of information based on their personal experiences. Visit RIC Centre for more information on how RIC can accelerate your ideas to market.

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By James Burchill

I’ve said it before and I’ll say it again: “People buy when THEY’RE ready to buy … and NOT BEFORE!” Nearly 7 out of 10 people who say “No thanks” today will say “Yes!” inside 12 months. Let that sink in for a moment… that means you need to keep asking, or put in a more palatable way – keep following up.

But who has time? It’s tedious, boring work. Remembering to send that email, to mail that card, to call that client. Ick… and the rejection. The voicemail tag. It’s enough to make you want to run away and join the circus. But what if there was a better way? What if there was a way whereby a hundred digital hands lifted you up and did all the ‘dirty work’ so you didn’t have to?

Good news, this ‘nirvana’ exists and has done so for some time. Welcome to the wonderful world of marketing automation – and in this particular fairy tale: marketing automation software. Of course, in this story the tale is true. No monsters, damsels in distress and no toads to kiss. Nope, simply a case of clarity, describing the process you undertake when courting a client (marketing or selling to them) and then automating it.

Today the idea of automating marketing is not new, in fact it’s quite ‘old hat’ as solutions go. What does make it exciting are the technological advances made over the past 20 years. Today’s systems are capable of adapting and changing the flow of your messaging based on the prospects interaction with the system – that’s amazing, it’s bordering on adaptive logic!

Bottom line, if you want to increase your sales check outInfusionsoft and if you want something a little simpler – such as sequential email follow-up (no adaptive logic) then visit aWeber.

Remember, 70% of people who said no to you today will say yes within a year. Will you still be following up with them?

JAMES BURCHILL shows individuals and companies how to profit from the innovative use of Internet technologies, strategic content and social media marketing. James’ innovative and creative solutions are the select choice for those seeking an advantage, and Jim’s valuable money-making, marketing, technology and business advice is published regularly on his website. You can find out more at James’ website and you can subscribe to his J-List and get over 40 articles, reports and advice on Internet Marketing today.

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