Congratulations, you are expecting (marketing automation software)! Right now you are probably feeling excited, anxious, and a little nauseous, but don’t worry, the last symptom will pass in a few weeks.
Many other companies have made this leap of faith before, and many will after you. While most businesses reap the benefits of marketing automation software, others block their own success by not properly adapting to the system, integrating with their CRM, or taking advantage of analytics tools.
A common reason for marketing automation abandonment is feeling overwhelmed by the software’s robust capabilities. Over the next few months, we are going to work together to prepare mentally and emotionally to grow and thrive with marketing automation. Don’t think of it as an intimidating uphill battle – learn how to navigate the system, conquer basic functions, and then some advanced features. Implementing marketing automation software will generate more leads, bring in qualified leads, and increase your ROI.
Major Marketing Automation Fails:
You still think it’s a seller’s market: In today’s marketing world, buyers have all of the power. With marketing automation tools like web tracking software and trigger-based email campaigns, buyers control their own lead qualifications and sales cycles. Modern buyers are also consuming more content than ever, so move away from the blast-everyone-in-the-database-and-hope-for-the-best mentality.
- Take the time to really understand your buyer and segment them down to the most specific, nitty gritty groups imaginable.
- Align your content across all avenues – your website, social media accounts, whitepapers, etc. should all funnel back to a specific message that triggers a reaction in potential customers.
- Map how leads will travel through your sales cycle and be able to predict their questions and concerns before launching a campaign.
You’re focusing on quantity over quality: We’ve become obsessed with numbers. It really doesn’t matter if 1,000 people opened your email, if none of them engaged and are turning into customers. Shift your focus to the five to 10 percent of recipients that actually open, click, and engage your content.
- Marketing automation software is not an email blasting tool – if that’s all you want to do, you can buy a month-to-month service for around $100.
- Worrying about qualifying cold leads is a waste of your Sales reps’ time, but if they have a smaller number of qualified leads they can hone in on nurturing and closing more deals.
- Write your own, company wide, definition of a qualified lead – and stick to this definition. Anyone who doesn’t satisfy every point is not a qualified lead.
You don’t have enough content: Even though marketing automation processes become more automated with time, there still has to be someone to create the content necessary to engage prospects and nurture leads. If you’re not busy building emails, lead capture forms, and events, then of course you won’t see information flowing into the system.
- Creating a warehouse of content is a process – you should have ideas set in place before implementing marketing automation software and create others as you get comfortable inside of the system.
- Hopefully, the capabilities of the implemented software will inspire new design ideas.
- With enough organization, you can create 10, 20, or even 30-step nurture campaigns with built in logic and alerts, but without relevant content, you’ll run out of steam by the 5th email in the series.
You haven’t set long term goals: Marketing automation software keeps marketers accountable with its ability to track actions all the way back to implementation. Ask yourself, what are our revenue goals? How many customers do we need to acquire to reach that goal? How many leads will turn into customers?
- Working backwards helps focus on the areas that need the most attention – it also shows you where marketing should focus and any areas that aren’t contributing to your revenue goals.
- Make sure your channels and touch points have the same message because you never know how leads and customers are going to interact with your company.
- Marketing automation dropouts often blame the technology for their failures. It’s not the technology’s fault – if it were than all customers would suffer from identical software issues.
It takes a lot of testing, sprinkled with a healthy dose of trial and error to adjust to a marketing automation software. Marketers must be patient as they adapt to a brand new system with its own guidelines and rules that all customers must follow.
Your first campaign created inside of a marketing automation system is like having your first baby – you have to learn on the fly and there will be some tears shed. However, once you have a system in place and have learned important shortcuts, you’ll want to make another one.