Marketing Automation is revolutionising B2B marketing. Discover how the right Marketing Automation platform can solve four of the biggest issues affecting the modern B2B marketer.

1. Four B2B marketing issues Marketing
Automation can solve.

2. “Business marketing has changed radically in recent years. As
buyers do more research on the Internet, they interact with sales
people less often and later in the selection process.
This has made marketers increasingly responsible for attracting
new customers and providing them with information.
At the same time, marketers face pressures to deploy new
techniques, control costs, and prove out the value of their
efforts.”
David Raab, Gleansight, December 2011
The main issue

3. “Not implementing a
Marketing Automation
solution may be the
ultimate career limiting
move for today's
marketers. If you haven't
gotten started you are
already behind the 8
ball.”
IDC Group, November 2011
What marketing automation can do

4. 76 %
THE PERCENTAGE OF CMOs WHO SAY
HIGH QUALITY LEAD GENERATION IS
THEIR GREATEST CHALLENGE
The issue

5. LEAD NURTURING WITH DRIP CAMPAIGNS
The process of automatically “dripping” relevant information, usually via email, to sales
leads over a period of time, based either on user action or predefined time interval.
TIMELY INFORMATION LEAD NURTURING EASY OPTIMIZATION
The solution

6. INCREASE IN QUALIFIED LEADS
FOR COMPANIES USING
MARKETING AUTOMATION FOR
451 %
LEAD NURTURING.
The solution

7. Without Marketing Automation...
19
THE NUMBER OF MONTHS
7
THE NUMBER OF TOUCHES
IT TAKES TO CREATE A NEW TO CONVERT A PROSPECT
B2B CUSTOMER INTO A CUSTOMER
The issue

8. Companies that invest in marketing automation
solutions see 70% faster sales cycle times, and 54%
improvement in quota achievement.
(Bulldog Solutions)
The solution

9. Why?
LEAD NURTURING LEAD SCORING
Marketing Automation educates Scoring prospects on their interactions
prospects so sales don’t have to. with your organisation ensures only warm
leads are handed to sales.
The solution

10. 73 %
THE PERCENTAGE OF CEOs WHO
BELIEVE MARKETERS LACK
BUSINESS CREDIBILITY
The issue

11. Comprehensive, real time ROI reporting is a
cornerstone of Marketing Automation, making
marketing departments more accountable.
The solution

12. “80% of marketing-originated leads are ignored by the
sales team, but 80% go on to buy a solution within 18-24
months.”
SiriusDecisions
The issue

13. Lead nurturing reduces
the percentage of
marketing generated
leads ignored by sales
from as high as 80% to as
low as 25%.
(Bulldog Solutions)
The solution

14. Companies that automate lead management processes:
50 % 75 % 10 %
INCREASE IN MARKETING GENERATED INCREASE IN SALES CLOSED
CONVERSATION RATES LEADS FOLLOWED UP
The solution

15. “ By increasing efficiencies through better qualifying
leads and increasing effectiveness by ensuring sales
efforts are more personalized and relevant, marketing
automation enables sales teams to do what they do
best – SELL.”
Kristen Hambelton, VP of Marketing Neolane Inc.
Testimonials

16. “ The things that Pardot (marketing automation platform) is
enabling people to do today, are the things that we dreamed
about 20 or 30 years ago as marketers – we always wanted to
segment better, produce better content, close more deals, close
deals faster, all those things that Pardot enables us to do.”
Micky Long, Vice President Arketi Group
Testimonials

17. We are Scotland’s marketing automation specialists. If you are interested in discovering more about the ways in
which the technology can help drive business growth for your SME, please visit our marketing automation
website or get in touch.
4 Lynedoch Crescent
Glasgow
G3 6EQ
Tel: 0141 332 0126
Email: contact@mcraeandcompany.co.uk