Resources / eBook

Marketing automation regrets(and how to banish them)

Introduction

"Implement marketing automation, they said. It'll be fun, they said.."

61% of companies surveyed agree that the process of implementing marketing automation was difficult.

(Source: B2Bmarketing.net and Circle Research, ‘Marketing Automation 
Benchmarking Report 2015')

You were sold the silver bullet solution to all your marketing woes: an all-singing, all-dancing marketing automation platform, complete with bells, whistles, and the ability to magically transform hapless website visitors and the chilly members of your database into lifelong, big-money customers. Behold: the holy grail of B2B marketing technology.

Marketing automation regrets illustrative image

It all sounded pretty easy. All you had to do was plug in the platform, pen an email or two, and then kick back with a daiquiri on a deck chair in Aruba while the leads rolled in (now that's a marketing methodology we could all get on board with).

Alas, you're now a year in and sometimes you feel like you're paying a monthly subscription fee for nothing but a series of never-ending headaches. And all those leads you were promised? Let's say it's more of a trickle than a deluge. You've probably asked yourself more than once, "Is marketing automation right for my business after all?"

If you're like a lot of modern marketers, you've probably realised that successfully implementing marketing automation software isn't as straightforward as marketing automation vendors often suggest.

The fact is that there's a lot of hard work involved in using this kind of software effectively. More fundamentally, achieving real marketing automation ROI requires expertise and experience. It's no good putting in blood, sweat, and tears if you're focusing on all the wrong things.

That's not to say it's time to cancel your marketing automation subscription; far from it. Eschew marketing automation software altogether and you risk being left behind in an industry that is increasingly powered by good, measurable marketing. Leap in blindly, however, and you risk joining the ranks of frustrated marketers who curse the day they fell for the marketing automation 'hype'.

For the right kind of business, marketing automation platforms can be hugely beneficial for brand awareness, lead generation, and customer acquisition. B2Bs with longer, considered purchase cycles lend themselves particularly well to marketing automation platforms like HubSpot, Pardot, Marketo, and Eloqua (amongst others). These platforms' ability to track a lead from first contact through to the point of purchase – and even beyond – make them veritable game changers for your business. The trick to getting your money's worth is rolling out your marketing automation software with a tried-and-tested plan in hand.

So you've made a couple mistakes along the way. Don't throw in the towel just yet.

Buckle up, because we're about to take you through the top 10 marketing automation regrets B2B marketers experience. Be warned: some of them may sound uncomfortably familiar.

But it's not all doom and gloom. We're also going to show you how to remedy them, or, even better, how to avoid them altogether in the first place.

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