Online Marketing Automation

Online Marketing Success
(1 to 5 with 5 being the most important)

Click-through rate
1 – 5%
2 – 12%
3 – 30%
4 – 41%
5 – 12%

Web traffic hits
1 – 5%
2 – 16%
3 – 32%
4 – 36%
5 – 12%

Marketing qualified Leads
1 – 1%
2 – 3%
3 – 15%
4 – 41%
5 – 40%

Revenue
1 – 2%
2 – 2%
3 – 10%
4 – 26%
5 – 61%

Source: B to B Analytics Survey and the Web Analytics Association 2010

Did not like what I saw out of this survey. I like the revenue number because without money nothing happens, but that is (to me) more a sales function but if I had an online store and shopping cart attached it would become much more important so keep in mind my perspective. In my company, I expect marketing to be bringing in qualified leads to my sales department. If that means web site hits then get hitting. Bring me the Frank Thomas, Willie Mays and Mark McGwire of the Web! Online nothing happens without a hit. So after all is said and done I have to give my highest score to Web site hits.

Automation priorities for Marketing
4.4 – Lead management
4.2 - CRM
4.0 – Campaign management
4.0 – Database marketing
3.1 - Social media metrics
2.8 – Marketing asset management
2.5 – Marketing resource management

* Source: IDC’s Technology Marketing Barometer, IDC 2010

If you had to pick out want to automate and you could not do it all what would you really pick? I have to agree with the finding and rate Lead management tops integrated into a CRM system.


Larson Notes & Satire: Some things can and should be put on auto other items on the marketer’s plate should be done manual to keep a good solid hands on feel. Of course I like to get in and get my hands dirty so always lean more to the side of hands on non-automatic but there is a time and place like... maybe some automation is not a bad thing after all, and just to more analytical studying of the results. Yes the old dog can learn new tricks, like fetch, maybe?

Howard Larson
Larson & Associates
Target Marketing & Telesales Professionals for new account acquisition
Making good businesses great and great businesses even better
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P.S. We make telesales for small business affordable by offering programs down to only 15 hours a week. Maybe you could add telesales into your marketing mix call today and find out.

P.P.S. An American Company, marketing American Companies! Call or email to get an appointment to pick my brain (a $125.00 value) for 30 minutes.