Why do many B2B companies fail at marketing automation?

Here are some of the issues we hear from clients on a daily basis::

• "Our sales and marketing teams are at each other’s throats – and we’re losing business because of it."
• "Our lead generation programs are working, but sales won’t follow up on the leads."
• "We can’t figure out which leads are worth our time and resources."
• "We’re generating web traffic, but too few of the leads are qualified."
• "We can’t find a marketing automation vendor that understands how we do business."

These are common struggles in today’s economy. They’re also examples of why many B2B companies fail at marketing automation. And that failure means more than just lost revenue; it means being less competitive in a tough economy where every advantage counts.

What causes this failure? Companies often fail to realize that marketing automation is not about buying and implementing technology; it’s about fixing broken processes. It’s about achieving true alignment and automation of the marketing and sales funnel.

When the funnel is aligned, companies can:

• Increase both the quantity and quality of leads
• Track leads through the entire funnel process, from acquisition to close
• Close more sales and close them faster
• Improve the accuracy of revenue forecasts
• Outpace competitors during a market downturn

At The Essner Marketing Group, we’ve identified three phases that are vital to success in marketing automation and funnel alignment:

• Aligning the funnel
  • Marketing and sales alignment. Helping sales and marketing teams work together to manage the revenue funnel from end to end.
  • Lead scoring. Assigning measurable, actionable values to leads based on explicit and implicit criteria.
• Activating the funnel
  • Inbound marketing. Getting more relevant leads into the funnel through search engine optimization, content creation and web media.
  • Website optimization. Creating the right conditions for lead conversion by optimizing web content.
• Automating the middle of the funnel
  • Content development. Crafting compelling content for lead nurturing and inbound marketing programs.
  • Lead nurturing. Engaging in meaningful, educational dialog with prospects to move the sales process forward.
  • Marketing automation. Choosing the right automation technology to keep the funnel flowing and save marketing dollars.

What if you could achieve similar results at minimal investment? What if the return on investment started almost immediately? What if you could begin to succeed where your competitors are failing?

Contact us today to learn how: