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Emily Neier
by Emily Neier
on September 20, 2018

You know the higher ups at your company are busy, and they’ve got a lot on their plate to think about—but so do you, and you know that a new marketing automation software can take some of the strain off everyone. Increased marketing-qualified lead (MQL) generation, improved lead nurturing strategy and audience segmentation, more transparency and harmony between your marketing and sales teams; all those lead to more closed deals and higher customer retention, and that’s something everyone at your company can get behind.

But before you can make everyone’s lives a little easier (and your customers a little happier), you have to get upper management on board. The following are some tips on how to show your boss why your company’s marketing and sales teams need an automation platform.

Treat Upper Management like a Customer

Your boss’ time is limited, so what opportunity you have to present to them should be used to its fullest potential. You know why your company needs a marketing automation platform, but the executives might not be fully aware how the platform can solve some of their problems. In this instance, the higher ups are your customer, so identify the pain points that an automation platform will directly relieve for them.

If your organization already has a digital marketing strategy, then you’re probably currently using one (or a few) platforms to accomplish the same tasks a marketing automation tool would. Since there’s already something doing that work, why should the company shell out money to buy another thing that does that same stuff? Focus on the gaps in your digital marketing strategy an automation platform would fill, and the growth your company will see from it. Build a case for why your company needs a marketing automation platform, not just why it’d be nice to have.

For example, more than half of B2B marketers say they’ve been more focused on improving audience segmentation and buyer personas. That’s probably because effective email segmentation can increase customer retention by 21%. If segmentation is a priority for your business, show upper management how a marketing automation platform will help build that laser-focused segmentation. In the case of the HubSpot Marketing Hub, focus on how the platform will be an all-in-one tool that keeps track of your contacts’ interactions with your content and website so you can be on top of what customers are looking at and know exactly what to provide them next.

You should also consider presenting upper management with some stats to build your case. We like these ones:

Plan Ahead with an Effective Marketing Strategy

The most significant barrier to marketing automation success is the lack of an effective strategy. To make sure you get the most out of a marketing automation platform have your strategy ready before you present to the executives. It’ll not only make the transition easier, but it’ll show them you’re dedicated to this solution and know how to make it work. After all, 90% of agencies report their marketing automation strategy is successful.

Marketing automation will only work if you can populate your database with contact information, so a marketing strategy should focus on getting those coveted email address. Some elements of an effective strategy you could focus on:

  • •Gating relevant, timely, and exceptional content offers behind a form in order to collect contact information from website visitors
  • Developing a few email series (or at least outlining them) to enroll prospects in based on the content offer they submitted contact information to receive
  • If you don’t already, plan a blogging schedule to regularly upload new content that addresses the needs of your buyer personas
  • Sending biannual or quarterly surveys to customers to better understand their needs and fuel content efforts
  • Tracking the performance of content efforts and lead generation to see what’s working and what’s still missing

Justify the Expense

Not only are you spending the company’s money, but you’re also spending your coworkers’ time by having to train them on a new application—and that’ll also cost the company some Benjamins. Marketing automation is a way to nurture leads when they’re not quite ready to buy yet, and successful lead nurturing programs saw a 20% increase in sale opportunity from nurtured leads over unnurtured ones. But that might not be enough to sell everyone, so here’s some other factors to help persuade them:

Harmony between Marketing and Sales

Because marketing automation platforms like HubSpot, collect and store every interaction prospects, leads, and customers have with your company, there’s a higher visibility between the marketing and sales teams on what customers know and have experienced. That means customers don’t have to repeat themselves and you can spend more time moving them further down your funnel.


With marketing automation, you save time and money by linking all your data together in one place. That’s one platform solution to measuring, managing, and customizing your customers’ experience with your company. Your coworkers might have a learn a new piece of software, but they will only need that one from now on instead of disjointed system of several applications to accomplish the same tasks.


Stay one step ahead of your customers. All that detail about your leads and customers will give you the perfect insight on what they need next. If you find customers are looking for something you don’t have yet, that means you can create it knowing that it’ll be useful to them.


View reports on a single dashboard to measure the performance of your content and conversion rates to see what’s working and what’s not. Now you can find opportunities for repurposing content based on what performs well, or you can take a look at why a piece of content isn’t working and change it to convert more leads.

Ideally, a marketing automation platform will help to grow your business, so make sure the boss knows this will continue to be useful as your company grows. All the HubSpot platforms are now available in Starter, Professional, and Enterprise tiers—when your business needs more tools or is ready for advanced techniques, HubSpot will grow with you.

If you’re ready to see how HubSpot can help your marketing automation woes and grow your business, click below to schedule a free growth assessment!


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