In part 2 of our video series “Marketing Ops New Full Funnel Support Mandate” we quickly explore what happens next and the increased ROI as marketing leaders are automating the full customer funnel lifecycle.
(Watch Time – 2:00)
Summary
This video explores how leading organizations are extending marketing automation and AI beyond traditional funnel stages to encompass the entire customer lifecycle. According to Salesforce, 46% of top customers are already implementing full-lifecycle automation.
Transcript
The Next Wave: Extending Automation Across the Full Customer Lifecycle
So where are these top organizations that drove the first wave of digital first automation heading next? According to Salesforce, 46% of their top customers are already in the process of extending marketing automation and AI beyond the top and middle of the funnel to their entire customer life cycle. So marketing teams can also help to personalize and support adoption, loyalty, and advocacy because marketing and sales alignment, automation, and AI combined to create a fully connected customer experience is driving even more growth.
The ROI When Marketing Automates the Full Lifecycle
According to McKinsey, companies with more mature automation are leveraging their tech stacks for life cycle campaigns and increased personalization to produce a 34% increase in revenue per customer. Connected and aligned sales and marketing campaigns extended to retention, upsell, and cross sell realize a 45% ROI across all campaigns. And over the next several years, not striving for a connected customer experience carries a much greater competitive risk because the number one customer frustration today is a disconnected customer journey.
The Future: B2B Sales Automation by 2027
Ultimately, the financial success of marketing automation combined with your buyers’ transformed expectations for a fully connected customer experience is why Gartner predicts 80% of the entire B2B sales process will be automated by 2027.
