How Marketing Automation Can Benefit Franchise Marketers

The notion that “marketing automation is for the big guys and not for local marketers” is so 2013. Today, more and more local marketers (franchise and channel) are realizing the worth and adopting marketing automation at a rampant rate.

Why do local marketers need the complexities of marketing automation? Why not stick to CRM or email marketing solutions?

A recent study by Aberdeen indicates that on an average, marketers generated 30% of revenue from channel partners (distributors, resellers, franchises). As this is a big revenue generating market, national marketers are working hard to enable channel partners.

Looking at  Aberdeen’s research, we will take a look at the two top issues faced by channel marketers and why they should consider marketing automation:

1. Maintaining brand consistency: 56%

Of the issues faced by channel partners, 56% agreed that maintaining brand consistency ranks first. As channels consider running their own parallel campaigns, they tend to personalize the campaigns to adapt to their personal local markets. While personalization is important, brands cannot afford to have their  branding standards manipulated or diluted. A marketing automation software can help solve this problem as all campaign related collateral are maintained by the system.

Some marketing automation systems even limit the personalization feature. This means that while the content of the collateral can be localized, the branding standards including logo, brand colors, fonts, etc. will be untouched.

2. Lack of marketing expertise: 48%

The second argument  in favor of adopting a marketing automation solution is that  local marketers generally lack marketing expertise. Marketing automation systems can be a real blessing to these marketers as it becomes very, very easy to interact with consumers through the software. Metrics are explained in easy to follow bar graphs and charts, and big data insights prompt them to carry out campaigns based on prospects interactions and engagement with multiple touch points.   Marketing automation can also  automate your social media campaigns, so even that’s covered for you.

To learn more about how channel automation using a marketing automation solution can benefit your organization,  download our E-guide on Sales Enablement and Marketing Automation for Franchises.