Looking at the figures of the marketing automation business, it seems we’ve only scratched the surface. B2B marketing automation alone makes up for over 14 billion dollars of revenue in 2020, showing a growth rate of 20% per year (source: Sharpspring, Investor presentation).

Every marketer needs, wants or uses marketing automation today. The reason for that is not only that it has a lot of advantages, but also the fact that the category of marketing automation has become so broad and meaningless that you probably already have a tool that would fit the description. The same ambiguity also prevents marketers to truly find what they need to increase revenue.   

Technology is a medium, designed to solve a problem, like customer retention, lead generation or increase up-selling. If finding the right technology already requires a tremendous effort, you risk forgetting the actual problem instead. Getting carried away by shiny objects could leave you with a big investment without even getting to a break-even.

Attract new customers or nurture existing ones: most tools made the wise decision to choose their battles. Companies like Hubspot have mastered the art of inbound marketing, the attraction and conversion of new leads. They are the sprinters that make sure you get the deal before the others. On the other side of the track, you have those that run the marathons, focused on keeping customers as long as possible, with a maximum of return on those relationships: these are the customer activation specialists.

Make sure that you too know what you want to achieve. People can easily be tempted to go for the shiny features built to attract new customers, when it’s often wiser to work on your existing customer base.

This opposition of acquisition and activation shows again how inadequate the category has become. You could perfectly place two marketing automation tools next to one another: one focused on customer acquisition and one built for customer retention. You would have a sprinter bringing in customers fast, and a marathon runner making sure you get the most out of every newly acquired customer.

Note that acquiring a new customer already costs you five times more than retaining an existing one. The GAFA companies alone (Google, Amazon, Facebook, Apple) regularly crank up ad costs, because they know how valuable their data is to you. When you attract new customers, GAFA practically make you pay taxes on your profits, and if you don’t offer a decent customer experience and people leave after only one transaction, your brand will lose more money than it gains in the long run.

Therefore, when it comes to priorities, you should consider starting with up-selling, customer retention, a decent welcome program... It’s the quickest and cheapest way to gain more revenue from your existing customers. Once you have set up a solid customer journey and you made sure that you seize every opportunity throughout the customer lifecycle, you’re ready to work on acquisition. Quality over quantity, right?

Need a hand to map out your marketing plan? These e-books will definitely come in handy.

E-mail is not dead, but content is King and he rules many lands. It’s true that email marketing offers great possibilities, but customers are not confined to their inboxes, and neither should you. Again, the term “marketing automation” doesn’t tell you if you’re looking at single-channel solutions (like Sendinblue or Flexmail) or multi-channel tools.

Single channels are great for smaller companies who only use social media or email, but almost any dedicated marketing department has a set of channels at their disposal to stay in touch with their audience. However, running email campaigns with links to forms that are barely connected to your database, which is a mash of reportings coming from 4-5 different platforms, is probably not what you had in mind when hearing multi-channel marketing. As a brand, your message needs to be univocal, regardless of the channel you use.

It’s a whole different world when you can orchestrate campaigns from one central platform, with your channels organized around one central database. That’s what you would use Actito for, for example.