Common Mistakes in Marketing Automation

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There are cases when software is either not implemented at all, or its application does not give the expected result. All this can happen due to a number of errors. Let's consider the main ones.

Mistake #1. Strategy flaws. We are used to the fact that in the process of marketing automation, technology often runs counter to strategy. Of course, technology is called upon to help implement strategy, but when the latter is completely absent, the former, unfortunately, are helpless.

Mistake #2. Technical problems. Like any fast food email list software, marketing systems in practice may turn out to be slightly more complex, requiring highly qualified specialists than originally planned. Therefore, in this case, the help of experienced technical support representatives will help you.

Technical problems

Mistake #3. Often the reason for everything is the lack of basic contact and understanding between marketers and sellers. The latter believe that marketing is exclusively engaged in organizing team-building events and noisy useless exhibitions. If you ask marketers what they think about sellers, you can hear the following answers: “These are the ones who earn a lot, but work little. They are ready to do anything to close a deal.” There is a dissonance that has a detrimental effect on both lead generation and the technology that supports it.

Mistake #4. Incorrect use of email marketing. The vast majority of entrepreneurs perceive this service as a tool for sending beautiful, demonstrative letters. That is, they do not even use other functional capabilities. For example, instead of flexible segmentation and personalization in mailing, which open up powerful opportunities, identical letters are sent to the entire database of potential clients. Not only the contact is not given importance, but also the product itself, the purchase stage. This mistake can be associated not only with the lack of strategy, but also content.

Mistake #5. It is difficult to create quality content. As a rule, marketers understand that outbound marketing can be an irritant for potential buyers, while inbound marketing, on the contrary, brings interested buyers to the company. There is just one important detail: no content - no inbound marketing. Naturally, not only quality design and text are important. Content for each profile client and for a certain stage of sales is important. It is disappointing that in most cases, marketers themselves cannot achieve a high level and maintain the stated bar.

Mistake #6 . Disjointed technologies. Professional salespeople have practically elevated such concepts as efficiency, sales funnel, and forecasting to the level of gods. Of course, marketers have something to learn. The sales funnel needs to be supplemented with a marketing funnel and formed into a single report, according to which visitors are converted into opportunities, contacts, prospects, potential, and then real clients.

Mistake #7. Incorrectly configured reporting and analytics. Most marketers use only standard reports generated from marketing automation systems. Calculation of returned financial investments in projects should be carried out on a regular basis and accompany any actions recorded in accounting systems. The implementation of each task by a marketer should begin with the question "What is the price and how much profit will we get from this?"