In line with a 2021 HubSpot Blog Marketing Trends Report, 69% of entrepreneurs surveyed say they use automation of their advertising position.
Whether or not automation is a brand new or commonplace follow in your organization, we wish to enable you keep away from widespread traps entrepreneurs typically fall into.
On this put up, we’ll talk about them and options that remedy these challenges.
High Advertising and marketing Automation Errors
- You may have soiled knowledge.
- You picked the mistaken automation instrument.
- Your advertising and gross sales groups aren’t aligned.
- You do not prepare your crew.
- You set and overlook.
- You solely leverage just one sort of automation technique.
- Your automation software program does not combine along with your CRM.
- You do not have a purpose.
- You do not section your electronic mail listing.
1. You may have soiled knowledge.
In a 2021 state of marketing automation report, 58% of B2B professionals say the primary tactic that almost all amplifies the success of their advertising automation instrument is high quality knowledge.
Soiled knowledge can value manufacturers not solely cash but in addition time, as they take actions based mostly on inaccurate data.
This may be something from duplicate data and naming inconsistencies to outdated contact data and incorrect attribution.
A easy instance of soiled knowledge is an electronic mail listing that is by no means been cleaned. Your listing doubtless has disengaged customers, spam addresses, and duplicate emails that threaten the integrity of your knowledge.
This may result in low engagement numbers, injury to your IP status, excessive electronic mail advertising prices, and a lack of leads.
On your automation to perform correctly, it is important that you simply work with clean data to make sure your work will likely be well worth the effort you are placing in.
2. You picked the mistaken automation instrument.
A HubSpot Weblog analysis report on media and content material planning revealed that discovering the correct instrument is a roadblock for a lot of entrepreneurs.
Actually, 45.9% of these surveyed who do not depend on advertising automation say the most important impediment they face is that they cannot discover platforms with the capabilities they want.
As well as, 59% of B2B professionals say they do not really feel they’re using their advertising automation instruments to their fullest potential, according to the state of marketing automation report.
So, not solely are entrepreneurs combating choosing instruments, in addition they wrestle to make use of them.
Choosing the right advertising automation instrument is crucial, as it can decide how profitable your technique is. Listed below are the highest options to search for in advertising automation software program:
- Consumer-friendly, intuitive interface
- Superior analytics and reporting
- Data base and buyer assist instruments
- Scalable choices
Take a look at this text on the top marketing automation tools obtainable in the marketplace.
3. Your advertising and gross sales groups aren’t aligned.
The worst factor you are able to do with advertising automation is working in a silo. On the finish of the day, advertising is a perform designed to assist gross sales, merchandise, and different enterprise sectors.
As such, it is crucial that your advertising crew herald all crucial stakeholders to construct workflows that align with groups past your personal.
That is significantly vital with advertising and gross sales groups who work hand-in-hand to show leads into marketing-qualified leads (MQLs) then sales-qualified leads (SQLs) and eventually clients.
Have you considered what processes would profit your gross sales crew? This might appear to be an automatic electronic mail from a gross sales rep as soon as a lead has accomplished a high-intent habits.
In fact, to outline what that habits is, it’s a must to outline that with the gross sales crew.
Advertising and marketing automation software program can allow gross sales reps to concentrate on converting leads as an alternative of tedious duties.
4. You do not prepare your crew.
According to the state of marketing automation report, 31% of B2B professionals say essentially the most important barrier to utilizing advertising automation instruments is lack of coaching, the preferred reply after lack of sources.
Automation instruments are highly effective however nugatory in case your crew does not know methods to use them.
Holding coaching periods will be certain that key stakeholders know your instrument’s capabilities, are conscious of present workflows and perceive the processes to create new ones.
Listed below are a number of ideas for coaching your crew:
- Curate your coaching to the crew – Data overload is a really actual factor. To stop this from taking place and hold your periods productive, solely educate what’s related to that crew.
- Invite service supplier reps to take part – Nobody will know the software program higher than its reps. Attain out to your supplier and see if they supply coaching periods.
- Maintain a multi-step coaching course of – One session doubtless will not be sufficient to effectively prepare your crew. Be sure you maintain a number of periods, utilizing a mixture of assorted studying methods to advertise studying.
5. You set and overlook.
Though automation does recommend a set-and-forget method, the fact is it’s extremely hands-on.
The distinction is that your consideration goes to one thing else. As a substitute of specializing in output, you’ll be able to direct your consideration to assessing efficiency and optimizing.
6. You solely leverage just one sort of automation technique.
Too typically, entrepreneurs begin utilizing advertising automation, get aware of one set of duties, then concentrate on that. By no means increasing past what they already use.
That is the way you miss out on alternatives to enhance your model. Benefit from all the options your software program presents to maximise effectivity.
There are in all probability a number of little duties over the course of your work day that do not appear time-consuming individually. Nonetheless, in case you add up all the time you spend posting on social media, updating contact data, and different duties, you find yourself with a big chunk of your day spent on issues that may in all probability be automated.
Poke round your advertising automation to see which processes you can also make extra environment friendly. For instance, within the HubSpot software program, customers can bulk replace lead contact data as an alternative of clicking into every report and altering particulars there.
The extra processes you automate, the extra time you may have every day to strategize along with your crew about content material, lead technology, and lead nurturing ways to maintain attracting high quality results in your website.
Listed below are automation methods you’ll be able to leverage:
- Process administration
- Lead scoring
- Lead nurturing
- Contract/quote automation
- Lead rotation
- Drip campaigns
7. Your automation software program does not combine along with your CRM.
A advertising automation system is meant to make advertising simpler. A CRM system is meant to make managing leads and clients simpler.
If your automation software and CRM do not discuss to one another, then you’re making much more work for your self.
Earlier than deciding on advertising automation and CRM platforms, ensure they’ll combine with each other, and be sure to have the price range to make it occur.
8. You do not have a purpose.
Benefit from the convenience of use advertising automation software program supplies and make investments time and efforts into figuring out your objectives first. Upon getting them, you may wish to assign these objectives to every automated effort – social media, electronic mail workflows, and so forth – to make sure it is easy to trace progress.
In any case, entrepreneurs want a solution to measure success in the case of advertising automation, and one technique of doing so is by evaluating purpose attainment. For instance, right here at HubSpot, the Visible Workflows instrument helps you to set a particular purpose for every automated workflow.
A purpose is perhaps a brand new lead transitioning right into a marketing-qualified lead based mostly on sure behaviors, reminiscent of downloading a particular variety of content material presents.
HubSpot Visible Workflows additionally means that you can monitor the share of contacts in every workflow that obtain the purpose, which is one other nice solution to measure the success and ROI of your advertising automation.
9. You do not section your electronic mail listing.
You may have a database stuffed with certified leads, however you are utilizing advertising automation software program to blast out tons of emails that are not personalized in any respect. Because of this, your leads are churning as a result of your emails aren’t helpful to them.
The answer? Develop a lead nurturing technique that features electronic mail listing segmentation so that you’re sending particular emails to particular individuals that they are extra more likely to open.
With the correct advertising automation software program, it is easy to execute an electronic mail listing segmentation technique that delivers robust outcomes. For instance, HubSpot clients can use the Visible Workflows App to focus on their emails based mostly on dozens of standards, each demographic and behavioral.
Advertising and marketing automation is a robust instrument for any firm – the trick is understanding methods to optimize it and which pitfalls to keep away from. By maintaining these in thoughts, you may guarantee your automation is working at its most potential.
Editor’s Notice: This put up was initially revealed in Nov. 2016 and has been up to date for comprehensiveness