Content CreationResearch and Insights

The #1 Reason Marketing Automation Fails [Infographic]

By September 25, 2014 No Comments

 

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Let me ask you a question.

Are you getting the full value out of your marketing automation technology?

75% of marketers who’ve invested say the #1 reason marketing automation fails is the lack of content and processes.

Maybe you’re rowing in the same boat. You’ve invested in a technology that is meant to be a major game changer in your digital marketing strategy. But you’re not quite getting the ROI you expected.

There’s an answer to this problem. It’s content. 

Content fuels your marketing automation efforts. It’s the social updates, blogs, infographics, whitepapers, webinars, and case studies that attract your target buyer to your brand and bring them into your database. Content is also the emails, blogs, infographics, whitepapers, webinars, and case studies that nurture that contact and develop trust.

A content marketing operation is the process of planning, strategizing, creating, leveraging, and re-purposing that content so that it connects with individual buyers at specific moments in the sales funnel.

The No. 1 Reason Marketing Automation Fails [Infographic] by @jeanwrites

Investing in marketing automation is an infrastructure, a conveyance, a tool that allows you to do your job. But it’s not successful on it’s own.

You wouldn’t invest in a car without wheels.

Nor a lemonade stand without any lemonade to sell.

My point? Even if you have the infrastructure, you can’t forget about the stuff that makes the infrastructure valuable in the first place: The product, the service, the deliverable.

Marketers can spend billions on marketing automation and other technologies, but to get the value out of the machine, they need the fuel that keeps it running. And in today’s age, that fuel is content.

Jean Spencer

About Jean Spencer

Jean is a Content Marketing Strategist, Cloud & Enterprise at Microsoft, focused on pushing and redefining the limits of what content marketing can be. She also likes to do crossword puzzles and rock climb.