Marketing Automation ROI is going to be a little different for every business.
Some organizations are going to get the most return on their investment simply using the email automation within them, while a larger organization might see the ROI come from a highly configured lead scoring system to alleviate pressure on their Sales Team of working unqualified leads.
To optimize, it’s important to systematically go through both your existing Buyer/Customer Journey, and your internal marketing/sales operations to see where your biggest bottlenecks and friction points are.
If you can alleviate those friction points with marketing automation, that’s going to make the biggest impact to ROI of your marketing automation tool, far more than any tip or feature hack you read about in a blog.
Bonus: If you’re really looking to show off that ROI, put measurements in place for things like email engagement per man hour, or lead qualification velocity before and after marketing automation implementation. Show those things to your CFO who’s bugging you about why you’re paying so much for Marketing Automation and you’ll get them off your back for good 🙂