Previously, we have talked about a step-by-step process for implementing a marketing automation solution. However, even if the original implementation was successful, there are a lot of ways something can go wrong, such as poor sales and marketing alignment, incomplete content, and so on. The difference between businesses that fail and those that don’t is in tracking metrics and evaluating effectiveness of your marketing automation efforts.
Depending on the way your organisation is using marketing automation, some metrics might be more important to you than others. In this article we’ll discuss four different types of metrics marketers recommend that each company should consider when determining whether the marketing automation goals are being met.
This particular metric relates to your team using the marketing automation solution that you have. In order to measure other variables, you need to ensure the software is actually being used. The marketing automation tools require a significant investment of both time and money by your organisation, which is why they need to be used frequently and appropriately by your team. Here are some of the metrics you can consider when evaluating activity:
These two metrics are just suggestions since a lot of businesses use marketing automation software for sending emails and engaging their customers and prospects. You should determine what features are the most important to your organisation and measure their use.
After you ensure that your team is using the marketing automation software you have invested in, the next question you should be asking is what is the solution actually doing for your company? This is important to know because one of the primary goals is to simplify the communication with customers and prospects and increase the engagement.
How are your customers responding to the communication? Here are some things to measure:
Efficiency metrics will provide insight into how successfully your marketing automation solution is being implemented. Are your communication efforts actually yielding some results? Are more leads converting? Pay attention to the following:
The bottom line most companies are interested in is if their marketing automation is paying off. Here are some numbers to look at when evaluating if the marketing automation investment is paying off:
Regardless of what marketing automation software you are using, one of the most important things is to evaluate its effectiveness. Performance metrics discussed in this article are just some of the suggestions. It is up to you to decide what factors are crucial for your company and find out a precise way to measure them.♦ End