Marketing automation is usually applied by marketers who believe it may change struggling revenue figures overnight (atleast) and do a whole department’s work (at best). If you are think in a similar manner, you are probably producing bad errors already.
However, a few of the worst errors are not reserved for beginner marketers. Experienced marketers who’ve worked with automation for a long time however repeat bad practices that drain their likelihood of obtaining the most from the technology. They hear “robot” and think, “Awesome, my work just got much easier!” when in fact, they ought to think, “Ugh, I have to be so prepared it hurts.”
Consider stopping quickly if you are making these three common errors:
1. Applauding yourself for using vanity metrics
We have grown better about vain metrics. A lead does not equal a purchase just like a click does not equal an engagement. And “lead” is dangerously evolving into the word du jour for marketers concentrating on the wrong thing.
Marketing automation allows marketers to throw a broader net, but larger nets usually do not deliver benefits worth keeping. Celebrating leads generally may be the fresh, vain way of approaching automation. Focus instead on engagement within accounts we all know to suit excellent customer profiles.
2. Appreciating uncommon skill sets
This work isn’t difficult. Frequently, businesses are faked out by folks offering themselves as “marketing automation ninjas.” These people are usually false prophets with easy-to-acquire qualifications and a lack of experience.
Managing and making complex automated procedures is just a never ending quest that gets complicated eventually. Find somebody who has used numerous skills in their profession and understands where you can learn how to obtain things or ways to get things. The modern day marketer’s task description does not boil down to “time in, clock-out, call yourself a master.”
3. The importance of team work
The customer engagement period is just team effort with one shared goal… But when there is a problem within the period, both sides frequently are fast to point fingers. Some may say it’s really a normal rivalry created from a competitive area; however, it is wanting and assuming that automation can provide excellent data without investing in the job.
If your company engages in this behavior, it’s time to stop.
When sales and marketing are parallel, businesses experiences a 20% growth. For long term success, your two important departments should reveal what automation software can offer. Moreover, they have to discuss the data.
The program cannot meet all of your needs and do all of the work. The data you receive is just as good as the work and effort you maintain and put in.
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Video by: The One Minute Marketer