The 3 Most Common Mistakes Businesses Make with Marketing Automation and How to Fix Them
By Jamie Turner
You’re living the dream. After months (or even years) of trying to get approval to purchase a legitimate marketing automation platform, you’re finally off to the races.
Fully featured marketing automation platform? Check.
Contacts added to database? Check.
Emails designed and ready to deploy? Check.
That’s great news. After all, you’ve worked hard to get things to this stage of the game. But there’s only one problem – you want to be sure you’re not making any of the classic marketing automation mistakes you’ve seen other businesses make.
Don’t worry. We’ve got you covered. What follows are the 3 most common mistakes businesses make with marketing automation. More importantly, we’ve also provided information on how to fix these mistakes.
Let’s dive in, shall we?
Marketing automation mistake #1: being intimidated by the technology
When you were a kid and opened up your birthday gifts, there was the moment of anticipation (opening the gift) before the moment of fear (when you realized the gift required some assembly before you could play with it).
But after you took the time to assemble the gift, you realized that the effort was worth the trouble. After all, a PlayStation or a bicycle won’t work unless you put the pieces together.
Solution: take it one step at a time
The solution to the birthday gift problem is the same solution you’ll use for the marketing automation problem. That is, break things down into their component parts.
If you feel overwhelmed by all the bells and whistles a good marketing automation platform has, remember that you can start with the basics (e.g. loading in your contacts, setting up your forms, creating your first email) before you move on to the more advanced things (e.g., scoring leads, tagging leads, running split tests).
The bottom line is don’t be intimidated by the technology. If you’re dealing with one of the better players in the space (like, ahem, Customer Retention – The Lost Art (And Science) Of Marketing
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