Marketing Automation Statistics for Recruiters

Of all the marketing tools and technologies that have transformed the industry over the recent years, marketing automation is among the coolest and most effective that I’ve come across. As part of a pull marketing strategy, it allows you to provide targeted messages to your current and potential customers during key stages of their buyer’s journey, giving you a better chance to convert them into customers. While advertising has typically allowed us to push messages out, inbound marketing allows us to tap into key customer behaviours on the website and through email communications to provide solutions to their problems as and when they need them. Plus, along with organic search and SEO, marketing automation allows you to maximise any initial investment for months, possibly years to come.

If you’re consider a marketing automation programme, consider these marketing automation statistics to get you started.

1) Marketers who use automation tools say time is the biggest barrier to advanced marketing while those who don’t automate say that budget is their biggest barrier ( Openprise Tech )
This is an interesting statistic, particularly as we are all resource poor, whether time or money. But for those who aren’t using marketing automation, they are constantly seeking more investment as the answer to their marketing challenges. Likely they need more advertising or promotion budget to create growth, whereas those leveraging marketing automation are just looking for more time to do everything they want to do. This is a more efficient and effective long-term strategy.

2) Tuesday through Thursday between 8 am and 10 am are the best days and times to send emails ( Vertical Response )
On Mondays people are getting themselves sorted for the week and on Fridays they’re trying to finish up. Focus your email marketing efforts on the middle of the week when people are most likely to engage with your content.

3) Businesses that use marketing automation to nurture prospects increase a 451% increase in qualified leads ( Annuitas Group )
Marketing automation is an effective way to enhance your sales programme, allowing you to engage and nurture customers when they are high up in the sales funnel and enabling your sales teams to stay focused and targeted on the high-value touchpoints and relationships closer to the point of conversion. This makes your sales function much more effective and efficient, allowing you to generate more leads and more potential business opportunities.

4) 96% of marketers say segmentation is the most powerful method for improving conversion ( eConsultancy )
Segmentation is more complex in recruitment marketing than simply providing separate candidate and client messages. Chances are you have customers in your database today that are all in different stages of their buying cycle. For candidates, some may be actively be looking for a job but many more would likely be interested if the right opportunity or influence was available. For clients, it’s important to understand their business challenges and pain points, allowing you to segment messaging based on specific actions or behaviours they take, and giving you the opportunity to provide the right message at the right time. Segmentation is powerful and with endless combinations based on sector, lifecycle, seniority and pain point, it’s important to consider what triggers will derive the best return and when in doubt, test and retest.

5) 51% of businesses use some form of marketing automation ( Emailmonday )
Half use automation, have do not. Which half do you want to belong to?

Are you looking to develop your email marketing and marketing automation programming? Thrive Marketing Communications can help you create a strategy that allows you to nurture customers, create leads and close more deals. Learn more about Thrive digital marketing.