What is the right time to implement a B2B marketing automation solution?

Marketing automation: buy now or buy laterI found myself being asked this question more than once just this week, which means, according to the hallowed rules of content marketing, that it should make for a great blog post topic. So I sat down in attempt to answer it.  I’ll be making two basic assumptions in my response. The first is that the B2B business asking the question is a technology product or services business, as this represents the vast majority of my background and experience. Having said that, non-tech B2Bs should also find this information valuable. The second is that when I talk about marketing automation in the context of this post, I’m referring to any one of the vendors that bills its system as a fit for medium and large businesses. Such a list would include the likes of Marketo, Pardot and even AutoPilot (just on the basis of their pricing), but exclude brands like InfusionSoft, Ontraport, and maybe even Act-On. BTW, I’m sort of on the fence about Hubspot, it certainly has its aspirations towards larger businesses.

With the exposition now taken care of, let’s get down to the heart of the matter. In this post, I’ll be looking at several criteria that can be used, ideally in combination, to assess whether it’s time for your business to seriously consider a marketing automation system implementation. Those criteria are:

  • Company stage
  • Database or contact list size
  • Monthly database growth rate
  • Proportion of new lead volumes and (inside) sales team size
  • Revenues

Let’s jump right into it. [Continue reading]

Recollections

It was only a few years ago that I considered myself a sophisticated agency marketer. I worked with this UK-based B2B marketing agency that used all the right words in their slogans. Words like 'demand generation', 'measurement', 'results driven'. I … [Continue reading]