According to the 2021 HubSpot Blog Marketing Trends Report, 69 percent of marketers surveyed say they use automation in their marketing jobs.
Whether your company just started using automation or has been doing it for a while, we want to help you avoid common mistakes that marketers often make.
- Your data are not clean.
In a report on the state of marketing automation in 2021, 58 percent of B2B professionals said that quality data is the best way to make their marketing automation tool work better.
Dirty data can cost brands both money and time if they act on it and do things that aren’t right.
This can be caused by anything from duplicate records and different names to out-of-date contact information and wrong crediting.
An email list that has never been cleaned up is a simple example of dirty data. Your list probably has people who have stopped using it, spam addresses, and duplicate emails, all of which put your data at risk.
This will hurt your IP reputation, make your email marketing costs go up, and cause you to lose leads.
It’s important to work with clean data if you want your automation to work right and for your work to be worth the time you put into it.
- You chose the wrong tool for automating things.
A HubSpot Blog study on media and content planning found that many marketers have trouble finding the right tool.
In fact, 45.9% of those who don’t use marketing automation said that their biggest problem is that they can’t find platforms with the features they need.
The state of marketing automation report also says that 59 percent of B2B professionals don’t think they’re using their marketing automation tools to their fullest potential.
So not only do marketers find it hard to choose tools, they also find it hard to use them.
Choosing the right marketing automation tool is very important because it will affect how well your strategy works. Here are the most important parts of marketing automation software to look for:
Interface that is easy to use and understand
Analytics and reporting on a higher level
Knowledge base and tools for customer service
Read this article to learn about the best marketing automation tools on the market.
- Your sales and marketing teams aren’t working together.
When it comes to marketing automation, the worst thing you can do is work in separate silos. In the end, marketing is a function that helps sales, products, and other parts of a business.
Because of this, it’s important that your marketing team bring in all the right people to build workflows that work well with other teams.
This is especially important for marketing and sales teams that work together to turn leads into marketing-qualified leads (MQLs), then sales-qualified leads (SQLs), and finally customers.
Have you thought about what your sales team could do better? This could look like an automated email from a sales rep after a lead has done a high-intent behavior.
Of course, you have to talk to the sales team to figure out what this behavior is.
With marketing automation software, sales reps can focus on turning leads into customers instead of doing boring tasks.
- Your team doesn’t get any training.
According to the state of marketing automation report, 31% of B2B professionals say that not having enough training is the biggest reason they don’t use marketing automation tools. This is the most common answer after not having enough money.
Powerful automation tools are useless if no one on your team knows how to use them.
By holding training sessions, you can make sure that the people who matter most know what your tool can do, understand the current workflows, and know how to make new ones.
Here are some ideas on how to train your team:
Select the training you give to the team – There really is such a thing as too much information. To keep this from happening and make sure your sessions are useful, you should only teach the team what they need to know.
Invite service provider reps to participate – No one will know more about the software than those who sell it. Talk to your provider and find out if they offer training sessions.
Set up a training process with several steps. Most likely, one session won’t be enough to train your team well. Make sure you have more than one session and use a variety of learning strategies to help people learn.
- You set and forget.
Even though automation sounds like something you can just set up and forget about, it’s actually very hands-on.
The only difference is that you’re paying attention to something else. Instead of focusing on output, you can look at performance and try to make things better.
- You only use one type of strategy for automating tasks.
Too often, marketers start using marketing automation, learn how to do one set of tasks, and then focus on that. They never add to what they already have.
This is how you miss chances to make your brand better. Use all of the features your software has to offer to get the most out of it.
During your work day, you probably do a lot of small tasks that don’t seem to take much time on their own. But if you add up all the time you spend posting on social media, updating your contact information, and doing other tasks, you probably spend a lot of your day doing things that could probably be done by a computer.
Look around your marketing automation and see where you can make processes more efficient. For example, in the HubSpot software, users can update all of the contact information for leads at once instead of having to click into each record and change information there.
The more you automate, the more time you’ll have each day to talk with your team about content, lead generation, and lead nurturing strategies to keep getting good leads to your site.
Here are automation strategies you can leverage:
Lead care for
Change the lead.
- Your automation software and CRM don’t work well together.
The goal of a marketing automation system is to make it easier to market. A CRM system should make it easier to keep track of leads and customers.
If your automation software and CRM don’t communicate with each other, you’re giving yourself a lot more work to do.
Before you choose marketing automation and CRM platforms, make sure they can work together and that you have the money to do so.
- You don’t know what you want.
Take advantage of how easy marketing automation software is to use and spend time and energy figuring out what your goals are first. Once you have them, you’ll want to link these goals to each automated effort, like social media, email workflows, and so on, so it’s easy to track progress.
After all, marketers need a way to measure how well marketing automation is working, and one way to do that is to look at how well goals are being met. For example, the Visual Workflows tool at HubSpot lets you give each automated workflow a specific goal.
One goal could be for a new lead to become a marketing-qualified lead by doing something like downloading a certain number of content offers.
HubSpot Visual Workflows also lets you keep track of how many contacts in each workflow reach the goal. This is a great way to measure the success and return on investment (ROI) of your marketing automation.
- You don’t segment your email list.
You have a database full of qualified leads, but you’re sending out a lot of generic emails using marketing automation software. So, your leads are leaving because they don’t find your emails useful.
How to fix it? Create a plan for nurturing leads that includes segmenting your email list so you can send people emails that they are more likely to open.
With the right marketing automation software, it’s easy to implement an email list segmentation strategy that works well. HubSpot customers, for example, can use the Visual Workflows App to send emails based on dozens of demographic and behavioral factors.
Marketing automation is a powerful tool for any business, but you have to know how to use it well and avoid making mistakes. By keeping these in mind, you can make sure that your automation works as well as it can.