Those platforms allow marketers to score, nurture, and attribute leads, and brands that use platforms on average register a 68% increase in customer engagement and a 77% increase in conversions, according to an infographic by social media management platform Oktopost
. Marketing automation platforms such as Marketo, Eloqua, Act-on, and Pardot were designed to make your life as a marketer easier. They allow you to automate, streamline, and measure marketing tasks and workflows to drive efficiency and grow revenue for your sales channels.
55% of B2B companies have adopted marketing automation as of 2016.
But your platform is only as good as the data you put into it, and the infographic suggests that sending data from your website, CRM and email campaigns are not enough. Social media data is often siloed, but 84% of CEOs and VPs use social media to make purchasing decisions, according to the infographic, so it’s a channel you don’t want to ignore when it comes to marketing automation platform data. The more data you have on leads, the better you can score, nurture, and attribute them. So how Oktopost’s social data can enhance your marketing capabilities? It can assist in lead scoring, lead nurturing and lead attribution. You can see in the infographic below some details on how content topics and campaign tags can help. To see more reasons to include social data in your marketing automation platform, check out the full infographic.