When selecting marketing automation software, avoid these 5 pitfalls

5 Pitfalls When Selecting Marketing Automation Software

When used correctly, technology will enable any company, large or small, to reach their goals. Unfortunately, some businesses have had bad experiences with marketing automation tools early on. The wrong strategies and investments will only create problems for both sales and marketing.

To get things right from the start with this type of software, here are five of the most common marketing pitfalls to avoid.

1. The lack of Meaningful Investments

Many executives make the mistake at focusing too much on technology pricing before considering long-term value. As a result of this, they allow for the unsupported implementation of poor-quality automation tools.

It’s important to do some serious research before selecting the first tool which will meet your budgeting expectations. Get everyone on board to choose the right tool without compromising too much on price.

2. Don’t automate the wrong activities

You can and should always automate:

  • Contact management
  • Social media posts
  • Email marketing
  • Content posting

Did you know that you can even automate follow-up scheduling for sales representatives? On the flip side, try not to automate every communication channel. Your audience will soon begin to notice when communications are “canned”.

Make sure to balance automated activities with live interactions from staff members. Within your organisation, get every marketing, sales and customer success agent involved.

3. The lack of strategic focus

It’s essential to understand the connection between marketing and sales. The right combination will have you on your way to being able to fully capitalise on the automated marketing process.

If you don’t have proven methodology, automating the process won’t change the results. The lack of strategic focus can only highlight any existing dysfunction.

4. Separating marketing and sales professionals

At the end of the day, marketing automation can only do so much. To really succeed, businesses should encourage marketing and sales team’s collaboration to generate qualified leads and then follow them through.

When it comes to the digital world, the lines between marketing and sales are still a little blurred. Professional collaboration can improve marketing tool utilisation which in turn drives revenue strings.

5. Don’t use unhelpful benchmarks

The right measurements can have a major impact on the efficiency of marketing automation. In terms of online engagement analytics, quality comes ahead of quantity. It’s essential to make sure your measurement tactics focus on consumers who are likely to convert rather than those who may be identified as low-quality leads.

Why not try targeting conversion pathways? This will provide the number of sales you generate from each marketing pathway. Stay clear of unhelpful benchmarks which will only have a detrimental effect on your business.

  • There are also a number of other pitfalls to avoid involving marketing automation software such as:-
  • Insufficient knowledge of technology and processes
  • Insufficient integration with the CRM system
  • Insufficient attention to cooperation and strategy
  • Not enough support from the IT Department

Make no mistake, marketing automation has the potential for success. When used correctly, it will keep your business moving forward. Get in touch with us today!

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