Marketing Automation
November 19 2020
Technology in sales and marketing is evolving faster than ever!
We now have access to tools and data that help us streamline, measure and optimize our work in ways we could previously only dream of. But the rapid pace of change also means that work is becoming increasingly complex and difficult to manage. Businesses are crying out for systems that can simplify their daily work and, above all, give them a competitive edge. But when it comes to choosing the right solution, many feel overwhelmed by the ever-expanding tech map.
Without a structured approach, it can easily become too much.
New systems are popping up all the time, but which ones can add value to your business?
It's no wonder that companies shy away from renewing their technology stack (tech toolbox), choosing instead to continue with the same old tired systems, or perhaps even worse, choosing the latest/most famous in the belief that it is a safe bet.
In this complex market, it is more important than ever to make informed decisions when it comes to new technologies. Marketing Automation (MA) is no exception.
Here are the 3 most common pitfalls when choosing a system.
Not having a clear purpose for the system
A major misconception about Marketing Automation is that it is a ready-made solution with an on/off button, which can show results as soon as it is turned on. But it's not that simple...
An MA system can NOT replace your creative thinking, or self-generate engaging content.
Nor does the instruction manual come with a ready-made strategy. However, the tool can effectively automate repetitive tasks that we otherwise need to spend a huge amount of time and resources on. Another advantage is that the work becomes more data-based.
To succeed with your MA strategy, you need to have a clear idea of what can be automated. As well as how and why it will create added value for the organization. There are many risks of not having a clear plan before you start looking and comparing systems. A common example is choosing a tool that turns out to be far too complex. This tends to result in increased user frustration and therefore low utilization rates. On the other side of the spectrum, there are cases where the system is unable to perform the desired activities due to a lack of functionality. In other words, planning is essential before choosing an MA system, as it will lay the foundation for future efficiency.
One recommendation is to start from the customer's perspective. Look at the customer journey to identify at which points the customer is receptive to automated communication. Then map your internal processes and activities to define which parts can be automated. Once you have a good overview of what needs to be done, you can start looking at what functions and data you lack in order to achieve the desired changes. Don't forget to evaluate the different system options and their features based on your current and future business goals. The ultimate goal is to find a solution that meets current needs, but is also flexible and scalable enough to grow with the business.
Not taking into account the existing internal digital ecosystem
We often see companies thinking about investing in MA focusing on how they can modernize and streamline different activities.
BUT they forget to take into account how it will affect the existing internal ecosystem. This is one of the pitfalls of system selection.
There is a risk of disrupting the processes that work well today, but also of not being able to fully utilize existing data and system functionality due to poor integration possibilities between the systems. MA platforms are often dependent on several other tools to function at an optimal level. You will often not get the maximum impact from your campaigns if you don't have a holistic approach and ensure that systems are well integrated with each other.
Non-integrated flows can also lead to data leakage and a fragmented customer experience. It is possible to connect a standalone MA system to your existing system, but what you easily miss is the overview. The most common integration is usually between MA and the CRM system, but there are a number of others that can be just as crucial.
Some examples are your CMS, file servers where you store downloadable content, analytics platforms, and other digital marketing services such as social media, advertising tools, etc. For example, say you want to warm your leads. Then you want to know where everyone is in the process and how they behave in the different channels; whether online or offline. From a cost-efficiency perspective, it can also be beneficial to know which channels/campaigns are most profitable and generate the most customers.
Not taking into account the internal competence level of the organization
Switching on an MA system may sound easy. We find that companies often lack the internal expertise required to perform a solid implementation...
...and above all to be able to operate and maintain the system.
Many find it difficult to set up well-functioning flows and campaigns, which is often not due to functional deficiencies, but to its complexity.
We have looked at a recent study by GetResponse where 2500 marketing professionals from around the world were interviewed about what they perceived as their biggest challenges in an MA implementation. More than 35% said it was a lack of knowledge in setting up different types of automated flows, such as rules and lead scoring. Another 27% said there was a general lack of internal knowledge and skills on the subject.
Different systems require different levels of technical expertise, which is hugely important to take into account when choosing a system. Therefore, it is good to make a thorough inventory of the knowledge available within the organization in advance. As well as how much you are prepared to do yourself, or bring in externally. Something that becomes even more important when you take a closer look at the system suppliers' price models. There are many that attract with low prices, but instead have very high support and maintenance costs.
Danger on the way!
Check how much support is included in the different contract options, and how they handle support cases. For example, most providers do not offer local support technicians in all countries, which can lead to communication difficulties and/or long resolution times. Another crucial factor is the amount of existing content available to drive the different campaigns. Your system needs to be constantly fed with new relevant content to drive traffic and engage your potential customers.
Here it's about looking at who will produce the content. And also calculate how much time / resources this will require from the business. Think about whether this is something you want to do yourself. Or whether it might be more profitable to bring in that expertise externally. In summary, we can conclude that there is a lot to think about and take into account when choosing an MA system.
Make sure not to fall into any of these pitfalls when choosing a system!
