Georgia Sibold is an intern at The CommsCo. She is currently completing her degree in Public Relations at The University of Westminster
Yesterday, The CommsCo attended CleverTouchâ€™s Marketing Automation Breakfast Briefing hosted at The Hospital Club in London. The event was attended by fellow industry members and others interested in hearing more about marketing automation technology, as well as current users who detailed their journey with the program.
As a new member to both The CommsCo team and the tech world, I was eager to attend my first event but admittedly a bit nervous as I did not really know what marketing automation (MA) involved. After hearing presentations from David Klanac of Pardot, Adam Sharp of CleverTouch, and representatives from Autologic Diagnostics and InterSystems, I gained a better understanding of marketing automation and the future of marketing in general.
As the first presenter of the morning, David Klanac from Pardot explained how marketing has evolved and how technology has nurtured this change. He described how â€œtechnology has fundamentally changed the way we buyâ€ by enabling us to access information that was traditionally restricted to the seller.
With all of this information just a Google search away, buyers are in control, leaving marketers and their sales behind. Marketing automation allows sellers to own the buyer journey again by providing valuable information on potentially successful prospects through systems of tracking and analytics.
This information is used to create a â€œnurturing trackâ€ or ideal route for organisations to follow in order to maximise relevant exposure, sales, and profit.
According to stats presented throughout the briefing, companies using automated lead management can see a 10% or greater increase in revenue in just 6-9 months, while also experiencing a 70% faster sales cycle and 54% improvement in overall quota.
These numbers were quite striking and demonstrated the impact MA has had on the industry, as well as the benefits it can potentially offer.
In the end, the CleverTouch Marketing Automation Breakfast Briefing was a great experience and encouraged me to consider how technology has changed marketing and how this change will continue. Throughout the morning it was mentioned how the increased use of technology like MA has resulted in the need to hire employees with analytical expertise and other skill sets relevant to the MA landscape.
Future use and expansion of this technology will undoubtedly bring further change to the industry and extended insight into customer and influencer behaviour. Having come to the briefing with very little knowledge about Marketing Automation and what it involved, I feel I left the event with a much developed understanding of the technology, its uses and its benefits.
Hereâ€™s looking forward to the next CleverTouch breakfast!