9 Myths of
Marketing automation is a time-saving, effective software tool but only if your team uses it to its full potential. There are myths about marketing automation that can inhibit a team’s ability to fulfill their objectives and align with sales. Let’s dive in and dispel nine myths about marketing automation.
One of marketing automation’s great advantages is its ability to offload manual tasks and perform faster. The key here though, is that for a team without effective content already developed, automation will not magically make their content more compelling. In this case the automation will simply enable your team send out poor content faster and to more people.
Marketing Automation Fixes your Marketing Problems
Sometimes, this “myth” starts out to be true. We often start with an automated follow-up email sequence, which is a very good idea and an easy way to get our feet wet. But marketing automation can be, and is, a lot more than that. You can build scenarios that respond to a prospect’s behavior (visit on a website page, click in an email, etc.), which allow you to personalize email communications, the way your content shows on the website, or where they are directed after a form submission. Automation is about the whole engagement of the prospect, through their whole journey, not just about when they open their email.
Marketing Automation Is Only For Email
Campaigns of any nature need to be reviewed and updated from time to time. They must be in line with your business strategy and be measured and optimized to get the best performance. Even your evergreen nurture campaigns must be reviewed and updated in order to maximize their performance. If you adhere to the “set it and forget it” mentality, you risk allowing your campaigns to grow stale and outdated. Always work to keep your campaigns fresh, vibrant, and meaningful to your audience.
Marketing Automation Is a “Set It
and Forget It” Mentality
Quality marketing automation takes work, and it’s well worth your effort in the end. It’s easy to assume marketing automation would enable a marketing team to run leaner once everything is up and running. It is a myth that you will need to reduce your staff. While marketing automation does allow you to scale and may remove less manual work, you end up doing just as much work but getting a lot more accomplished. You’ll have many campaigns active at one time, each with multiple channels. Your marketing team will be crucial to integrating that multichannel customer experience.
Marketing Automation Means Less Resources
High volume marketing is easy to do, but that is not what makes using MA SPAM. SPAM is SPAM because of its irrelevancy, not because it showed up without warning in your inbox. You can ensure that your campaigns are relevant to your audience by getting to know your customers on a more intimate level. Instead of sending emails that you hope will connect, you can then send emails that you know will resonate with specific people/customers. Consider the new GDPR requirements. Coming into compliance with GDPR will also ensure that your campaigns are not flagged as SPAM and will successfully reach their goals.
Marketing Automation Is Spam
If you don’t have a large team dedicated to operating your Marketing Automation platform, you can still benefit from automation even in setting up simple auto-responder emails. Then, over time, use your small team to create a library “evergreen” campaigns that run continuously. Campaigns, such as document download auto-responder or newsletter subscription follow-up, are very effective and easy to implement. Once your team has mastered the simple campaigns they can create more sophisticated campaigns that adapt to prospect behavior and add personalization. The key to success with MA is to start simple and progress gradually.
Marketing Automation Is Too Complicated
There are many flavors of marketing automation applications on the market today. Some are perfect for small business, others target global enterprises. The functionality and pricing scales as you would expect. Your goal in deploying this technology should be to improve productivity, improve your customer experience and improve the bottom line. After using marketing automation for only one year, 32% of companies claim their revenue has increased. And after using it for more than two years, the figure rises to 40%.
Marketing Automation Is Too Expensive
Don’t believe that because they are automated, emails are not personalized. On the contrary, marketing automation allows you to create a different sequence for each contact based on their behavior and/or profile data. You can also personalize the emails in your sequence to create a tailored experience.
Marketing Automation Is Impersonal
Many small and medium businesses are successfully using marketing automation. With the number of providers on the market, it’s not surprising that some of them are now targeting these businesses and have adapted their offer accordingly. Do your research and choose the platform that best meets the needs of your company.
Marketing Automation Is Only For Big Companies
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Marketing automation is a big investment any organization. Watch this webinar to learn how you can make the business case for adopting marketing automation.
Now that we have dispelled some myths about marketing automation, it's time to take action for your organization. Schedule a free 30-minute consultation with one of our experts.
Note: This session does not involve a sales person!