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Five Proven Ways to Improve ROI Using Marketing Automation

by Debbie Qaqish  |  
December 1, 2011

In this article, you'll learn how...

  • Marketing automation can help segment leads, improve conversions, and reduce lead leakage
  • Marketing automation can help you gain efficiency and weed out low-quality leads

Earlier this year, I participated in a 14-city roadshow on revenue marketing with my buddy Jim Lenskold of the Lenskold Group. An expert on marketing return on investment (ROI), Jim has authored a book on the topic, published research, and worked with large, enterprise customers to improve their marketing ROI.

The showstopper for me was one of Jim's presentation slides titled "Five Main Opportunities to Improve ROI":

Source: Lenskold Group

What I like about that slide is how strongly it validates the impact of marketing automation on the sales cycle. Furthermore, it details five scenarios for how marketing automation tools help drive revenue.

Curious about the five ways marketing automation generates ROI? Here they are, listed in order, from highest to lowest impact.
1. Target high-value, high-potential leads

Sounds so simple, doesn't it? Yet, many marketers brush over that key element of segmentation. Yet it is one of the most powerful features of marketing automation in that it allows you to segment at any stage of the client buy cycle, and do so automatically.

Lead scoring, personalization, and automatic segmentation based on behavior can be a huge ROI winner. Interestingly, the more mature the revenue marketer is in her overall competency, the more focused she is on No. 1: targeting high-value, high-potential leads.

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Debbie Qaqish is principal partner and chief revenue marketing officer for The Pedowitz Group, a revenue marketing agency. Qaqish has more than 30 years of experience helping organizations connect marketing to revenue. Contact Debbie via or via LinkedIn.

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  • by Stanton Willins Fri Dec 2, 2011 via web

    With all due respect, I think even most non-marketers would say you need to target your best customers – no real shocker there.

    With the advancements of marketing automation (more specifically customer intelligence), I’d say the more enlightened way to increase your ROI is to be smarter with your touches. Many organizations are now realizing that if they are more deliberate when to contact their customers, and with more relevant messaging/offers, they can actually get better ROI…and that can be done with marketing automation optimization tools :-)


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