In this presentation, you will uncover:
1. Why marketing automation is important
2. The major marketing automation mistakes marketers might make
3. The best practices to avoid these mistakes
4. BONUS: Marketing automation Masterclass free access + marketing automation by industry
5. 10+Core Tools Working Together
Integrates well
1. Landing pages
2. Forms
3. Popups and site messages
4. Lead tracking
5. Automation sequences
6. Email campaigns
7. Social media listening
8. Social publishing
9. Retargeting
10. Analytics
11.Pipeline management
12.Calendar booking
The VBOUT Stack
9. Outline
1. Why marketing automation is important
2. Marketing automation mistakes
3. How to avoid these mistakes
4. BONUS: MA Masterclass free access + MA by industry
12. Marketing automation drives a 14.5% increase in sales productivity and 12.2% reduction in marketing
overhead. Source: (Nucleus Research)
Why marketing automation is important
Source: Aldestra
What are the most important OBJECTIVES of a marketing automation strategy?
Optimizing productivity
Increasing marketing ROI
Improving campaign management
Improving database quality
Acquiring more customers
Measuring performance
Aligning marketing and sales
43%
41%
40%
39%
39%
24%
37%
23. 3. Too many workflows
• Can become spammy too quickly.
• Too many workflows can cause
messaging overlap.
24. • Test all triggers and actions before launching
your automations and make sure they don’t
overlap with other automations.
3. Solution
This Photo by Unknown Author is licensed under CC BY-NC-ND
25. 4. Sending the right content to the wrong persona
• Not having the right personas may lead you to
execute your campaigns blindly.
• Lack of segmentation even hurts your reputation.
26. • Building your proper buyer personas helps you
create relevant marketing campaigns from emails,
messages, web pages, landing pages, ads, videos,
etc… Use buyer persona tool.
• Organize your content by persona and stage.
Download Content sheet
4. Solution
27. 5. Wrong configuration of triggers and filters
• Many marketers may end up
setting wrong triggers and filters when
building their workflow automations.
• For example, they might use the
wrong trigger or filter criteria that
prevents automations from executing.
!!!
28. 5. Solution
• Learn the tech well!
• Know your data architecture better
(custom fields and qualifying data).
• Lean on support for a second look.
29. 6. Focusing only on one channel
• Email marketing as a sole channel would leave a
great opportunity behind.
• A major part of your target audience might be not
active using emails.
• You may experience spam issues, soft bounce
and hard bounce.
30. 1. Go Multichannel.
2. Understand the dynamics of each channel, like
email vs SMS, vs web push, etc...
3. Use existing data patterns from your first party
cookie for better retargeting.
6. Solution
31. 7. Poor tracking on website and analytics
• Some marketers focus on vanity metrics instead
of relying on actionable KPIs.
• Vanity metrics don’t determine the entire
performance of your campaigns.
• All your money spent will be wasted without a
proper measurement of analytics.
32. • Determine the main KPIs that are required.
• Focus on actionable metrics.
• Track each stage of your sales conversion
funnel (Awareness / Consideration /
Conversion / Loyalty).
7. Solution
33. VS
Vanity Metrics
• Don’t indicate your real performance and determine your
marketing strategy
• Number of social media followers
• Email open rate
• Landing page visits
• Average session duration
• Number of page views
Actionable Metrics
• Used to make data-driven decisions about budget and
optimization and relate particular actions to specific
outcomes
• Revenue and cost per sale
• Social referrals and engagement
• Site engagement
• Call sources and conversions
• Landing page conversions
• Cost per lead
• A/B Test results
Vanity metrics vs actionable metrics
34. 8. Silos between marketing and sales
• Poor nurture leads to low closing.
• Isolating sales from marketing leads
to a huge loss in sales.
35. • Use automation to better nurture leads.
• Have the right lead flow and connect to
your CRM properly.
8. Solution
36. 9. Bad lists hygiene
• Most marketers worry about quantity over
quality of leads.
• They do not have a proper sunset policy, list
maintenance process or reactivation plan.
37. • Create a list maintenance and
reactivation plan.
• Understand sender reputation
and how to be compliant.
• Explore more metrics, like
conversions, CAC and LTV.
9. Solution
1. Why marketing automation is importantMarketing automation stats marketers should know2. Marketing automation mistakesThe major mistakes that marketers might make3. How to avoid these mistakesMajor practices marketers should be aware of
One size doesn't fit all; some marketers may initiate campaigns blindly and randomly without determining their customer personas and segmenting their audiences.
Executing marketing campaigns requires previous and careful planning; otherwise things will not go as expected.
Set a clear plan which requires identifying your target audience, using proper segmentation, taking advantage of integrations, content material, automating workflows, etc…
When blasting an email campaign for instance, identify the best sending days and times according to previous data.
Check previous campaigns that have been sent at a specific date and time and shown higher engagement than others and try to resend future campaigns accordingly. Same applies to social media, ads, etc…
Not properly engaging with your leads would make them forget about your business and check another brand.
Even your customers may leave if they aren’t being reminded why you are the authority in the space and will most likely go to your competitor who is more active.
You’re missing an opportunity to nurture your leads and convert
them throughout the funnel.
Build workflows that are appropriate to your industry and each target segment; for instance:
New signups should be enrolled into an onboarding sequence.
Cart abandoners should be added to FB audience for retargeting and receive a message encouraging them to complete their purchase order.
Purchasers should be sent a confirmation email and removed from automation with automated follow-ups.
Subscribers should get holiday emails.
Non engaged contacts should be targeted with re-engagement campaigns.
Automated workflows for different target segments that suit each stage of your customers journey is critical but building excessive workflows and automated messages would bother your audience and increase your unsubscribe rate.
Also too many workflows may cause an overlap in the system that you’re using and the risk for complications is likely to be higher; (i.e.: workflows may interfere with each other and customers may receive irrelevant messages.)
Not having the right target personas for your businesses is like driving a car without knowing the destination.
Lack of segmentation hurts your reputation and cause your contacts to unsubscribe; for example, sending an email asking people to upgrade on their 1st day of trial or asking your paid customers for a 14-day trial.
Email marketing is critical to communicate with clients but using it solely without leveraging other channels would leave a great opportunity behind.
A major part of your target audience might be less active using emails and more active using other automated messages.
Beside some of your contacts who might be inactive, you might experience spam issues, soft bounce, hard bounce which would also interrupt this way of communication.
Some marketers focus on vanity metrics for website, social media, email marketing, automation and other campaigns while they ignore actionable metrics.
Vanity metrics are easier to be obtained and analyzed but they are minor comparing to actionable metrics in determining the entire picture of your marketing campaigns performance.