header image of the blog title "8 MARKETING AUTOMATION MISTAKES YOU SHOULD NEVER MAKE" with a background image of a sad guy staring on his laptop's screen
header image of the blog title "8 MARKETING AUTOMATION MISTAKES YOU SHOULD NEVER MAKE" with a background image of a sad guy staring on his laptop's screen

8 MARKETING AUTOMATION MISTAKES YOU SHOULD NEVER MAKE

August 17, 2017 Marketing, Marketing Automation, Marketing Automation Platforms, Marketing Tips 0 Comments

Marketing automation plays a vital role in the accomplishment of your inbound marketing tactics. But just like any other tool, there is a right and wrong way in taking advantage of it. In this blog, we will take up marketing automation mistakes that marketers, like you, can fall into when integrating marketing automation. We will discuss other alternatives as well to solve these challenges.

What is Marketing Automation?

Marketing automation has been discussed a lot on this blog, but for the sake of this article – marketing automation is software that automates marketing actions like social media, email and more.

Tasks which are automated in the software are made in such a way in line with the goal of lead nurturing. In other terms, marketers are automating many content types with the objective of actively attracting, transferring prospects through the stages of the sales funnel, and qualifying them towards deciding on a purchase.

According to Emailmonday, it’s estimated that 49% of businesses integrate marketing automation tools into their campaigns. Marketing Automation Insider also estimated that the marketing automation business is valued $1.62 billion a year.

However, the problem is that marketing automation software has deeply entrenched into the inbound marketing approach. This means that a lot of marketers aren’t implementing it correctly. We will discuss some of the most frequent mistakes in integrating marketing automation below.

Here are 8 Common Marketing Automation Mistakes (And How to Address Them)

1.) You Only Counted the Cost Without Considering the Value

Marketers who acquire and use marketing automation for the very first time focus way too much on the cost of the software, instead of the exceptional features and superb opportunities that the ideal marketing automation software can provide.

For example, for databases of up to one hundred thousand (100,000) contacts, the majority of automation sellers will charge somewhere between $3,000 to $4,000 a month. As you can see, the difference between the cheapest and most expensive options is $1,000. When you think about it logically, it isn’t that much of a difference – it’s like one cent for each contact per month. Many companies our there are probably spending up to $50 for a b2b lead. Are you really willing to let 50 bucks slip through just for the sake of one penny?

Think it this way; you would never buy a Louis Vuitton bag and present it in a box from Walmart just to save a “few” cash. Yet, when you compare the price of marketing automation solutions, you could see that this error is precisely what many marketers are doing.

2.) Purchasing a Marketing Automation Software Without a Good Strategy for Lead generation.

Marketers who acquire and use marketing automation for the very first time focus way too much on the cost of the software, instead of the exceptional features and superb opportunities that the ideal marketing automation software can provide.

Problem: You just started using your tool, but you don’t have a good content marketing plan. This results in you not getting enough leads to in your site, and so you get very minimal ROI from the marketing automation tool.

To rectify this, you might consider purchasing an email list to get leads from.

Solution: Don’t purchase email lists! It’s a bad strategy for lead generation. Let me tell you why:

People don’t like getting bothered by unsolicited emails. They get irritated by spam emails.

Bought email lists suffer from bad churn rates — this is because these leads are not qualified — and that means that your contact database will not have growth in the long term.

Instead of buying an email list, try to focus on crafting a good strategy for inbound marketing with the objective of calling the attention of people who want to get updates from you. Create content offers, make blog posts, landing pages with calls to action, then optimize your website for search so it ranks high in organic searches. All of these tasks ensure that your target audience gets to see your content. And then you start to generate a ton of leads. Next is you nurture those leads with scheduled automated email offers or content, posts from social media and blogs.

For example, for databases of up to one hundred thousand (100,000) contacts, the majority of automation sellers will charge somewhere between $3,000 to $4,000 a month. As you can see, the difference between the cheapest and most expensive options is $1,000. When you think about it logically, it isn’t that much of a difference – it’s like one cent for each contact per month. Many companies our there are probably spending up to $50 for a b2b lead. Are you really willing to let 50 bucks slip through just for the sake of one penny?

Think about it this way; you would never buy a Louis Vuitton bag and present it in a box from Walmart just to save a “few” cash. Yet, when you compare the price of marketing automation solutions, you could see that this error is precisely what many marketers are doing.

3.) Your marketing automation has no end goal.

Problem: You send out a ton of email blasts and social media posts without a clear objective in mind.

Solution: Make time to determine your company’s goals first and then make use of marketing automation to streamline your company’s workflow. Set these goals to each automated task (email workplace, social media posts) to ensure tracking progress easily.

Marketing automation also saves you a lot of time so use this time to plan and re-plan your future campaigns.

Marketers need ways to measure the success of their campaigns especially after implementing marketing automation. A way of measuring success is by assessing goal attainment, and most marketing automation software has built-in analytics and dashboards where you can monitor the performance of your marketing campaigns.

Infusionsoft CRM Software, the marketing automation software we provide has a lead scoring feature in which you can see how much leads are qualified or how deep they are in the sales funnel. It also has a dashboard and built-in analytics to gauge the overall performance of the campaign.

4.) The email list you’re using isn’t segmented.

Problem: Your database has a ton of leads which are qualified, but you’re using your marketing automation tool to broadcast a ton of non-targeted emails which aren’t tailored to your customers’ specific needs. This results in the majority of your leads to churn because the emails you send them have no use.

Solution: Plan a strategy for lead nurturing with a segmented email list in mind. This is so that you’re sending personalized emails to people who are very likely to read them.

Marketing Association Direct says that 77% of ROI from email marketing comes from segmented and targeted campaigns in the year 2015. Segmented emails generated 58% of all income that year. That huge percentage came from marketers with a solid content marketing strategy. Unfortunately, only 42% of these marketers are adopting the strategy of sending personalized messages.

Using the right marketing automation tool, it’s very easy to do segment an email list. This should result in your campaigns delivering great results.

For inspiration on email segmentation, here are 30 ideas for inspiration for segmented emails from real business.

5.) You blast a ton of emails.

Problem: The email list you’re using isn’t segmented, and perhaps you’re a bit overhyped with using your marketing automation tool. What reason it may be, you constantly annoy your prospects by sending a ton of emails.

Solution: Send fewer emails strategically.

Focus on quality when generating your list of emails, you need to think about quantity less. It’s always better having fewer higher quality leads with better rates of engagement than a big list of people who just don’t care to read your emails.

High-quality leads have better potential to be converted into loyal customers than those

people who don’t care about opening your emails.

Hubspot surveyed 78% of customers that have unsubscribed and the main reason is that they received a ton of irrelevant spammy emails from brands. This can be avoided by making sure that each email sent to your list always provides plenty of value to leads in a way that makes them click open.

6.) You’ve only automated your strategy for email marketing

Problem: You only make use of your marketing automation tool to broadcast emails and nothing else.

Solution: Make use of all these features that your marketing automation software offers. Study the software or get consultants to set campaigns for you while you learn from them.

There are a ton of small tasks throughout the course of your work day that isn’t time-consuming by itself. But if you total all the time spent updating contact information, making posts on each of your social media accounts, and other tasks, you are left with the majority of the day doing things that can be automated.

Play around with the marketing automation tool you’re using and see which tasks can you do more efficiently. For example, you can spend less time making sales reports with Infusionsoft and it can automatically do this for you with its statistics and reports feature.

The more tasks you automate, you will have more time every day to make strategies with the team for lead generation, content marketing, and tactics for lead nurturing to keep generating more and more leads.

7.) You only share the marketing automation with your marketing team.

Problem: You only set up marketing automation for social media posts, email marketing, and other tasks for lead generation that only impact the marketing team’s bottom line.

Solution: Utilize the “smarketing” framework. The term “smarketing” refers to alignment between your sales and marketing teams created through frequent and direct communication between the two.

Think about the bigger picture, not just your team for marketing. What tasks could help your team for sales if these tasks were automated?

Infusionsoft can make you close deals faster. You could spend money hiring a huge sales team. You could make more cold calls. Or—for a fraction of the cost—you could use sales management software to get even better results. With the powerful Infusionsoft app running your sales machine from behind the scenes, there’s no stopping you from reaching your full revenue potential.

Now think about this scenario, if there was a process implemented that alerted sales reps to when leads were browsing parts of your website, which alerts their next call or email.

When leads fill out a form, it will trigger an email sent from marketing and follow-up with a call from the sales reps. Marketing automation also help users assign follow-up tasks and generate to-do lists, which the sales use in keeping track of the leads they are working on at a given time.

Take your sales and marketing alignment to the next level by making processes easier for team members across the board to achieve their goals with the help of marketing automation.

8.) Your team uses a ton of different tools that don’t work well together.

Problem: Half of people who make use of marketing automation software often combine multiple different strategies and tools into one “frankensystem” to meet their bottom line.

Imagine this, your team starts planning on a blackboard, then transfers the data to spreadsheets, and then transitions into an online flowchart generator, and then you move all of these to your marketing automation. This is an example of a very problematic system — it consumes a ton of time and numbers can be analyzed erroneously, and a lot of miscommunication between your marketing and sales team occurs.

Solution: Marketing automation allows for easy and error-free transmission of data from all steps of the process. With this capability, it’s a no-brainer to invest in an all-in-one software for marketing automation.

The idea behind using automation tools is to take a ton of tasks and make the entire process of doing them more efficiently and easily. Your team won’t achieve much if you spend a ton of time keeping a lot of documents updated.

Bonus Tip:

If a particular marketing automation software has ever a slightly greater chance of converting a lead into a buying customer, then it’s totally worth the higher price tag.

Instead of worrying about the price difference of a few hundred (or even a thousand) dollars, turn your focus and prioritize more on creating value, which is converting leads into buying and returning customers. What this means is you should focus more on the ROI – return on investment, instead of the raw cost. That makes the risk of not converting your $50 lead into a successful sale is way more costly than your actual marketing automation software.

The cost that really matters for marketing automation is the loss that companies suffer from purchasing and using cheaper tools. Even if a provider is offering you free marketing software, your company might still lose money in the process. If the software that you choose does not help turn your leads into buying and sales opportunities, then the cost of that so-called “free” software is actually very high.

Conclusion

Marketing automation tools offer different options on how you can target your prospects, also it has dashboards so you are able to easily monitor how well your automation tasks are working well together.

This means that you will be spending lesser time generating reports and emailing spreadsheets to your team. You can now spend more time refining your lead generation strategies and doing other things beneficial to your business. 

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