While marketing automation has become an increasingly popular approach for generating quality leads and driving them through the sales funnel efficiently, it’s not uncommon for marketers to make mistakes in implementing marketing automation tools. The power of marketing automation cannot be denied, but it also is not a magic solution that will resolve all marketing problems. As is the case with any solution, marketing automation is only as effective as the team behind it and the time you invest in it. Failure to properly implement and make the most of marketing automation will almost always result in failure. In this post we’ll share common mistakes with marketing automation and how to fix them.
Failure to Develop a Documented Strategy
Without a documented marketing strategy, marketing automation tools cannot possibly hit your desired target. A proper marketing automation strategy should effectively tie together the goals of a company with the techniques used to reach those goals. Marketing automation tools serve as a means to execute a proper strategy; they are not an actual strategy on their own.
Only Using Marketing Automation Tools as Email Marketing Tools
Marketing automation tools provide far more than just email capabilities. While email is still an incredibly effective marketing automation tool, a successful marketing automation campaign requires harnessing all available features, which may include lead scoring, search engine optimization, landing pages, and metrics and reporting.
Focusing on Selling Instead of Nurturing
Lead nurturing is one of the most powerful benefits of a marketing automation tool. When used properly, it can help to move prospects through the sales funnel more quickly than when using traditional marketing tools. The problem is that many marketers focus on selling rather than nurturing leads at the top of the funnel. When a heavy sales pitch is used too early, it often drives leads away rather than moving them forward. Selling should be reserved for the bottom of the funnel leads, while the top of the funnel leads should receive useful content related to their specific interests.
Tracking the Wrong Metrics
It can be incredibly easy to get sucked into the vast array of data available from marketing automation tools. Placing too much emphasis on the wrong data, however, such as social shares and traffic, can prevent you from tracking metrics that really matter, such as lead conversion rates. Always keep in mind that the importance of certain metrics may change based on where a lead is in the sales funnel.