Because often, there’s no top-of-the-funnel foundation put in place to support middle-of-the-funnel marketing automation. Marketers won’t have the ingredients they need for effective marketing automation until they have a steady flow of leads. Too many marketers without inbound lead generation strategies spend their time figuring out how to take the tiny fraction of the market they already have in their database and squeeze more out of them. While they’re doing that, their competition is figuring out how to get more out of the 99.99% of the market that’s still out there.
Do you have all the existing leads needed to hit your revenue goals in your database already? Are you getting your fair share of the available market? Even if your database is currently filled with quality leads, how effective will your marketing automation be when you’ve either converted all those leads into customers or when your database begins decaying by ~22.5%/year?
Understanding that a large database of leads is required for marketing automation to have any effect on their bottom line, many marketers end up buying lists of contacts to nurture with marketing automation. This spammy tactic produces incredibly low ROI. Along with the cost of buying these lists, sending unsolicited emails to people who have never requested any information from you leads to low engagement and hurts your IP address reputation, lowering your email deliverability rates.
コメント