Nearly 70 percent of marketers use marketing automation, and it’s no surprise why. Marketing automation allows you to handle routine marketing tasks without needing human action. This way, you can do repetitive tasks like email marketing, social media posting and ad campaigns in an efficient and personalized manner.
However, it is possible to get too comfortable using marketing automation. If you get too complacent, you could fall into a number of traps that will hurt your overall marketing efforts. Below are five examples of marketing automation mistakes you’ll want to avoid.
1. Unreliable Data
Having quality data is one of the best ways to ensure successful marketing campaigns. Unfortunately, many businesses have inconsistent, unreliable or outdated data that interferes with their ability to make smart, data-driven decisions.
Whether it’s duplicate records, naming inconsistencies, incorrect attribution or outdated contact information, fix all errors and make sure your data is reliable.
2. Wrong Automation Tool
Another mistake you’ll want to avoid is using the wrong automation tool. There are many automation tools on the market, which is wonderful, but this means more platforms to sort through. Picking the right automation tool is essential, as this will determine how successful your strategy is.
The good news is that most automation platforms offer a free trial period. Narrow down your options and take advantage of these trials to see which tool works best for your needs. Things to pay attention to are analytics and reporting, scalability and user-friendly interfaces.
3. Teams aren’t Trained – or Working Together
When you employ a marketing automation solution, it’s imperative that everyone in your organization knows how to use it. Everyone should have training, and they’ll likely need multiple sessions to understand the workflows and how to create new ones.
Additionally, your teams should be working together. Too often, sales and marketing teams work separately, but this can hurt your ability to reach your goals. Keep in mind that marketing is designed to support sales, so both teams should align.
4. Set It and Forget It
Another common mistake is that marketers set their automation tool and forget about it. While marketing automation is designed to streamline everyday processes, it still requires your regular attention. Make sure that you’re actively assessing performance and making updates.
5. One Type of Automation Strategy
Too often, marketers stick to one automation strategy because it’s what they learned and are comfortable with. But it’s important to expand your opportunities to improve your brand. There are many different automation strategies that can help you reach your goals such as:
- Lead scoring
- Lead nurturing
- Drip campaigns
- Task management
- Contract automation
These five automation mistakes are common, but this doesn’t mean that you have to be vulnerable to them. By picking the right automation platform, learning various automation strategies, training your team and ensuring consistent, reliable data, you can make the most out of your marketing automation software.