Marketing automation help marketers get more done in less time, standardize processes, target specific audiences, unify data, capture and analyze metrics, individuals In fact, marketing automation is “very important” to the overall performance of marketing operations, according to the following 94% of the best marketers participating in the survey. Ascend2 recently .
But how do you optimize marketing automation to consistently increase performance?
To answer this question, Ascend2 and their research partners conducted an Optimized Marketing Automation Survey and a Summary Report that is freely available. The survey was conducted on the week of May 27, 2018, and a total of 250 marketing professionals participated.
Here are some notable findings:
Search #1: First priority
To successfully optimize your marketing automation, you need a sound plan. And for nearly two-thirds of marketing professionals (64%), creating a successful strategy is a top priority for marketing automation optimization. Marketing automation is a great tool, but it's a tool only as useful as the strategy you develop to use it.
64% of marketing professionals agree that creating a successful strategy is a top priority for marketing automation optimization. Click to Tweet
Search #2: Challenging Barrier
Delivering personalized content and integrating all marketing systems are the most challenging barriers to marketing automation success for 44% and 43% of marketing professionals respectively. . Thankfully, marketing software continues to ease the challenge of delivering personalized content by collecting user data, analyzing it, and automating the delivery process. What was extremely difficult a few years ago is now a more streamlined and repeatable process.
Delivering personalized content is the most challenging barrier to marketing automation success for 44% of marketing professionals. Click to post
Search #3: How content personalization is changing
The impact of content personalization is undeniable. In fact, if you're going to dedicate your time and effort to overcoming a marketing challenge, why not tackle one that is improving results? A total of 94% of marketing professionals say that content personalization driven by marketing automation is improving to some extent, with 45% describing the improvement as significant. Yes, content personalization is available!
94% of marketing professionals say that content personalization driven by marketing automation is improving. Click Go To Tweet
Spot #4: Tactics That Work
Make a map customer experience and using/dynamic content is considered an effective tactic for marketing automation optimization by 53% and 51% of marketing professionals respectively. Marketing automation is a powerful tool and can be used in many different ways to Attract potential customers increase sales and set yourself apart from your competition.
54% of marketers agree that customer experience mapping is the most effective tactic for marketing automation optimization. Click to Tweet
Search #5: Hard Strategies
Tactics to optimize marketing automation like content personalization, artificial intelligence customer experience mapping and predictive models are particularly unwieldy for 46%, 45%, and 43% of marketing professionals respectively.
It is very difficult to implement tactics to optimize marketing automation like content personalization 46% of marketers. Click to Tweet
The good news is that technology continues to improve, making tactics like dynamic content and predictive modeling easier to implement.
In fact, now might be the perfect time to explore one or two tricky tactics on the list below, and you might be surprised, it might not be as difficult as you anticipate.
Download the Optimization Marketing Automation Survey Summary Report for more data and analytics to optimize your marketing automation.
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