Back to Blog

5 Marketing Automation Roles you Didn't Know you Needed (A Webinar Recap)



Last week we sat down with Marketo to reveal the super-hero team necessary for modern marketing success. In our chat, we asked the audience a couple of key questions, but the most revealing was what role they felt was lacking in their marketing automation efforts. In case you missed it, I’ll recap some of the highlights. You can always listen to the whole webinar here.

In our discussion we dove into the Guardians of the Leads and why they’re necessary. We looked hard at what each role plays in a successful marketing automation endeavor, and metrics for how to identify if you’re program is succeeding and what to do when it’s not.

One of our most interesting polls asked where the audience felt they saw their biggest weakness out of all the guardians. Content came in first, which was no surprise with 38% of the votes. But data came in second with 25%. Jon Miller, our co-host and Marketo’s co-founder, said he found this surprising considering the important role data plays in a marketer in today’s world. It was followed by a split between program strategy, platform optimization, and the ‘smarketer’ role.

Here are some key stats on each Guardian that help solidify the conversation we had last week:

Marketing Executive (The Architect)
- Relevant emails drive 18 times more revenue than broadcast emails. (Source: Jupiter Research)
- 79% of B2B marketers have not established lead scoring. (MarketingSherpa)

Content Specialist (The Inventor)
- 61% of consumers say they feel better about a company that delivers custom content, they are also more likely to buy from that company. (Custom Content Council)
- Content marketing costs 62% less than traditional marketing and generates about 3 times as many leads. (Demand Metric)

Automation Specialist (The Mechanic)
- A dedicated platform user is able to produce 13 more multi-touch campaigns than users who spend less than 1 hr/day in the system.

Data Analyst (The Brain)
- 57% of organizations are not basing their marketing budgets on any ROI analysis. (NYAMA)
- 29% of organizations report their marketing has “too little or no customer/consumer data." (NYAMA)

Sales/Marketing Specialist (The Smarketer)
- 46% of marketers with mature lead management processes have sales teams that follow up on more than 75% of marketing-generated leads. (Forrester Research)
- Nurtured leads produce, on average, a 20% increase in sales opportunities versus non-nurtured leads. (DemandGen Report)
Companies with mature lead generation and management practices have a 9.3% higher sales quota achievement rate. (CSO Insights)


Where are your weaknesses? What do you need to develop on your team? Join the conversation - we’re chatting about it on LinkedIn and Twitter - #GOTL