{"id":49133,"date":"2015-01-08T14:31:37","date_gmt":"2015-01-08T13:31:37","guid":{"rendered":"http:\/\/www.corporate-eye.com\/main\/?p=49133"},"modified":"2021-01-07T19:40:46","modified_gmt":"2021-01-07T18:40:46","slug":"marketing-automation","status":"publish","type":"post","link":"https:\/\/www.corporate-eye.com\/main\/marketing-automation\/","title":{"rendered":"6 Sins of Marketing Automation"},"content":{"rendered":"

Today’s post is by Ryan Chester, who wanted to talk about automating marketing – and how it can go wrong. Over to you, Ryan!<\/em><\/p>\n

\"marketing-automation\"Besides being the current buzzword, marketing automation has become a large thing, and a real thing. There are many billion dollar players<\/a> in the space.<\/p>\n

As an executive in a large corporation you\u2019re constantly evaluating what software to invest in, and among them marketing automation software sits near the top. It has become the most in-demand tool for marketing professionals. It helps large companies turn leads into customers by nurturing them correctly, and create additional sales from existing customers. <\/p>\n

It\u2019s becoming undeniably useful, and helps you manage everything from landing pages, content marketing, email marketing and the list goes on!<\/p>\n

While you\u2019re starting off in adopting these things for your corporation, you want to make sure you avoid a few things that could cost your company some big bucks or worse – some jobs!<\/p>\n

1st Sin – No Strategy<\/h2>\n

You can\u2019t use marketing automation and not have a documented strategy. How do you expect your marketing team of 25+ people to know what to do? <\/p>\n

This is where you take your company\u2019s goals and tie it into the strategy. You have to work hard in the beginning to make sure there is good alignment. It\u2019ll enable an easier time later managing and achieving your goals.<\/p>\n

It doesn\u2019t matter whether you use Hubspot, Marketo or Infusionsoft, make sure you have a strategy! The best tool can only do so much.<\/p>\n

2nd Sin – Treating everyone the same<\/h2>\n

Even if you\u2019re only using email marketing tools like Mailchimp or Constant contact, you\u2019re able to segment your audience. This is one area that you can\u2019t make excuses since it\u2019s considered a rudimentary practice. Forgetting this, is like forgetting your own birthday.<\/p>\n

You don\u2019t want to blast everyone with the same content. If you\u2019re asking why; it\u2019s because you want to make sure your message is customized for every time of customer group. If you\u2019re a large electronics manufacturer, your customers could be anyone from Boeing, Tesla, Northrop Grumman or Apple. Each one has a different set of needs, behaviours and interests.<\/p>\n

3rd Sin – Just using the email marketing function<\/h2>\n

Most marketing automation tools are more than email marketing tools. <\/p>\n

Traditional form of email marketing (or as I call it blasting) is dead. Now you have to be smarter, you have to segment and you have to customize your message based on the audience receiving it.<\/p>\n

Today\u2019s marketing automation tools will let you send specific emails based on the pages they visit on your website, or if they complete a specific sequence of events they perform such as visiting your website, downloading an eBook and signing up for a webinar. Make sure you use these tools to the full extent to gain your competitive advantage!<\/p>\n

4th Sin – No good content<\/h2>\n

Content is king. This has been true for the last decade and will continue to be true for the foreseeable future. Think about it for a second. What else would you be sending your audience besides content?<\/p>\n

Don\u2019t just churn out any old content, put some deep thought into it and make it useful! If you\u2019ve segmented your audience, you should also define a buyer persona for each group. This will give you an idea what type of content to create them. Additionally look at gaps in your content, and fill them! This way you won\u2019t have difficulty turning visitor to a customer.<\/p>\n

5th Sin – Absent marketing and sales process<\/h2>\n

If you\u2019re like most companies, you\u2019re using your marketing automation to generate leads for your sales team. This requires you to have an effective way of managing everything. If you don\u2019t set up a process, then you might as well not use these tools.<\/p>\n

Of course, this doesn\u2019t substitute for an efficient sales team. You need closers still. Marketing automation will guide them, educate them and spark their interest, but it is still up to your team to close the deals.<\/p>\n

6th Sin – Not nurturing<\/h2>\n

Lead management is key to help your sales team close deals. Lead nurturing is essential to keep them warm throughout the buying process, and to make sure your competitors don\u2019t sneak in!<\/p>\n

When your prospect comes to you in the beginning, you want to nurture them by sending useful content in forms of blog articles they should read, email notifying them of webinars, etc\u2026 This way you lead them out of the \u201cinterest\u201d phase of the purchasing funnel right into the \u201cdesire\u201d phase.<\/p>\n

Thanks, Ryan! <\/p>\n

Ryan Chester<\/a> is a digital marketing connoisseur who loves anything related to search engine optimization, growth-hacking, pay-per-click, analytics or email marketing. He works at AnnexCore.com<\/a> , developing digital marketing strategies for enterprises worldwide. <\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Today’s post is by Ryan Chester, who wanted to talk about automating marketing – and how it can go wrong. Over to you, Ryan! Besides being the current buzzword, marketing automation has become a large thing, and a real thing. There are many billion dollar players in the space. As an executive in a large […]<\/p>\n","protected":false},"author":1,"featured_media":49159,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[9,6443],"tags":[],"class_list":{"0":"post-49133","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-best-practices","8":"category-guest","9":"entry"},"yoast_head":"\n6 Sins of Marketing Automation - Corporate Eye<\/title>\n<meta name=\"description\" content=\"Marketing automation - 6 things that you can get wrong...\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.corporate-eye.com\/main\/marketing-automation\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"6 Sins of Marketing Automation - 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