Last time I spoke about one of the main objections that I hear around marketing automation is that people are already using Google Analytics, the next most common objection that I come across is that people are already spending large amounts of money on SEO and PPC.
Of course there are benefits to PPC and SEO and I would never dream of telling a prospect to stop their activities in these areas, however what I would say is that marketing automation is the next logical step on from these.
SEO and PPC drive large amounts of visitors to a company’s website and marketing automation gives companies the visibility of WHO those people are once they are there and when they return. What is the point in spending all of this money on driving people to your website if you have no idea who they are once they are there? Surely anything that enhances the value of SEO and PPC would be of benefit to a business?
Essentially Marketing Automation provides your organisation with proof of your SEO and PPC ROI.
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