Marketing attribution and marketing automation are both key technologies you've probably heard of and may already be looking into as part of your MarTech stack. But how are they different? And do you really need both?
From talking to customers this year across B2B industries, we've seen a clear need emerge to demystify common but wrong assumptions. For example, that they're similar, or that if they were to duke it out, marketing automation would win as it covers what you need for marketing attribution.
When it comes down to which technology is right for you, it really depends on your marketing goals, setup, and strategies.
We'll provide more details below and show why marketing attribution and marketing automation aren't a scenario of Batman (aka attribution, revealing the truth in your data) vs. Superman (aka automation, making your campaigns superhuman) 🥊, but much of more of a Batman AND Superman complementary match 🦇❤🦸🏻♂️.
Let's dive into 5 parts - including what marketing attribution and marketing automation are, plus:
First, let's start with a few common definitions for both.
Marketing automation is technology that manages marketing processes and multifunctional campaigns, across multiple channels, automatically. Marketing automation helps with lead generation, nurturing, and scoring, as well as with measuring overall ROI on campaigns. Marketing automation lets you implement a digital marketing strategy without having to manually press “send” on each and every email, message, campaign, or post you create. (Source: Salesforce)
🥜 In a nutshell:
Here's a snapshot of the benefits each technology brings, and when it makes sense to use them and take your marketing to its full potential.
When do you need marketing attribution?
When do you need marketing automation?
At a high level, both marketing attribution & marketing automation have shared goals:
To bring it all together, we'll use an example to illustrate how they serve different needs, and why having both marketing automation and attribution can best set you up for success.
Let's say you currently have the following marketing campaigns running:
🦸🏻♂️ How marketing automation helps:
🦇 How marketing attribution helps:
Using marketing automation is a great superpower to have from the start, for increasing your marketing productivity and efficiency.
But all the automation in the world can only take you so far. To scale your marketing performance via a bird's eye view of where to focus your time and money, this is where attribution comes in.
Now that you have the what and why of marketing attribution and marketing automation, here are a few key platforms and resources for trying them out.
Our new Smart Attribution solution at PixelMe was built as a way to squash the biggest struggle we heard from our B2B customers (and had ourselves) - tracking ROI across marketing channels. It helps you:
Join our Smart Attribution beta to try it out for free! 🎉
A few of the most popular players in the large marketing automation space, including ones our customers love:
We recommend signing up for demos and using review sites like G2 Crowd and Capterra. Reading comparisons can also help you see what suits your needs and budget, such as FinancesOnline's guide to the top 20 marketing automation platforms for SMBs.
As you can see, marketing attribution and marketing automation are crucial parts of your marketing stack for powerful productivity and growth.
Whereas marketing automation boosts your efficiency to scale your campaigns, marketing attribution keeps an accurate eye on where to keep investing and automating your marketing efforts.
So it really is a symbiotic marketing relationship 👯♀️. One where a world with both Batman & Superman is much greater than a world with only one superhero 🎉.
🔥 Want to join our Smart Attribution beta? Sign up for free or send us a message using the blue chat feature 💬 in the lower right-hand corner of this page! 💌