Congratulations! You jumped on the marketing automation bandwagon and purchased a shiny new marketing automation platform.
Now it’s time to sit back and watch the leads roll in, right? Not exactly.
These same marketers are then bewildered when they don’t see the results they expected after a few months.
What went wrong?
When it comes marketing automation there are a lot of myths and misconceptions out there. As a B2B lead generation agency, we’ve heard all heard of them. But falling for them will cost you more than just the price of the tool.
In this blog post, we take a closer look at some of the biggest marketing automation mistakes B2B marketers make and explore the marketing automation lessons that can be learned from them.
Lesson 1: Your marketing automation platform isn’t a glorified email marketing tool
Prior to working with us, many of our customers used their marketing automation platforms to send email. And only email.
But using marketing automation solely as an email tool won’t move your company forward.
To get the most out of your investment, pop the hood and explore all of the different features and functionality your tool offers.
For example, many marketing automation platforms can be used for:
- Landing pages
- Lead scoring
- Keyword research
- Nurturing workflows
- On-page SEO
Lesson 2: Just because you build it, it doesn’t mean they will come
Before you invest in a marketing automation platform, ask yourself, “What am I doing to fuel the top of my funnel?”
Marketing automation is a fantastic tool to help you further qualify and nurture leads. But to do that, you must have leads to qualify and nurture.
And that’s where inbound marketing strategy comes into play.
Lesson 3: Automating bad processes doesn’t make your marketing any more effective
If you skimp out on marketing planning and strategy, you won’t get the results you want – it’s that simple.
Establishing solid, repeatable processes with your sales and marketing teams will save you time and improve the effectiveness of your marketing efforts.
Lesson 4: Successful marketing automation relies on sales and marketing alignment
Marketing automation doesn’t just make marketing’s job more efficient; it also makes the sales team more effective by improving the velocity at which potential buyers move down the sales funnel.
They also need to communicate with each other and work towards a common goal: driving more sales and revenue.
The bottom line
So what are the key takeaways from these marketing automation lessons?
While a marketing automation platform can help kick start your company’s marketing into overdrive, it’s equally as important to have the right people and processes in place.
The end goal of your new marketing automation platform shouldn’t be a successful implementation. Instead, it should be for your marketing team to use this technology to better enable your sales team.