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10 Marketing Automation Mistakes Draining Your Budget


In a perfect world, marketing automation helps improve marketing efficiency and reduce expenses associated with your marketing activities. But, we don't live in a perfect world. …

In a perfect world, marketing automation helps improve marketing efficiency and reduce expenses associated with your marketing activities. But, we don't live in a perfect world.

Many marketers and business owners shoot themselves in the foot with these 10 marketing automation mistakes that drain marketing budget without providing real ROI to justify the expenses

Watch webinar replay, including Q/A, here

Trends: Marketing Automation, Marketing Automation Mistakes, Salesformics, Nimble CRM, Lead Generation, Ecommerce, Sales, Conversions

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  • 1. 10 Marketing Automation MISTAKES Draining Your Budget Viktor Nagornyy Business Guardian, ProjectArmy @v1ktor @projectarmy Questions? Comments? #automating
  • 2. Housekeeping 1. We have 45 minutes 2. Q&A during the last 15 minutes 3. The hashtag is #automating 4. Replay? Yes @v1ktor @projectarmy Questions? Comments? #automating
  • 3. Mistake #1 Marketing automation campaigns are NOT aligned with your business objectives. @v1ktor @projectarmy Questions? Comments? #automating
  • 4. Wrong ROI 57% of marketers use response metrics (open rate, clickthrough rate, unsubscribe rate, etc.) to measure their marketing automation ROI. Source: Marketing Automation Report @v1ktor @projectarmy Questions? Comments? #automating
  • 5. Pay Day @v1ktor @projectarmy Questions? Comments? #automating
  • 6. Mistake #2 You do not court your leads, you push & try to sell. @v1ktor @projectarmy Questions? Comments? #automating
  • 7. @v1ktor @projectarmy Questions? Comments? #automating
  • 8. Relationship The marketing focus needs to be on building relationships, and metrics need to expand beyond Return on Investment to include Return on Relationships. Ted Rubin @tedrubin Author of Return on Relationship @v1ktor @projectarmy Questions? Comments? #automating
  • 9. Mistake #3 Automating everything without a second thought. @v1ktor @projectarmy Questions? Comments? #automating
  • 10. Facebook Auto-posting to Facebook decreases likes & comments by 70% Source: Digital Buzz Blog 2012 @v1ktor @projectarmy Questions? Comments? #automating
  • 11. Auto DM 245% Increase in unfollow rate when auto DM was used during a 2 week experiment. Source: Optify @v1ktor @projectarmy Questions? Comments? #automating
  • 12. Mistake #4 Your marketing automation stops with a sale. @v1ktor @projectarmy Questions? Comments? #automating
  • 13. Cost of a B2B Lead $43 $65 Tech Healthcare $45 HR $35 Marketing Source: Madison Logic @v1ktor @projectarmy Questions? Comments? #automating
  • 14. Repeat Customers 1 purchase 3 purchases 27% 54% chance for repeat business chance for repeat business Source: SumAll @v1ktor @projectarmy Questions? Comments? #automating
  • 15. Mistake #5 You let your leads cross a broken bridge. @v1ktor @projectarmy Questions? Comments? #automating
  • 16. Mental Disconnect Point of Entry Match Landing Page Value Proposition A @v1ktor @projectarmy Broken Conversion Funnel Value Proposition B Questions? Comments? #automating
  • 17. Relevancy Point of Entry Match Landing Page Value Proposition A @v1ktor @projectarmy Match Conversion Funnel Value Proposition A Questions? Comments? #automating
  • 18. Mistake #6 Treating marketing automation as an autopilot. @v1ktor @projectarmy Questions? Comments? #automating
  • 19. Power Users @v1ktor @projectarmy Questions? Comments? #automating
  • 20. Power Conversions 1.8% 1.2% VS Power Users Occasional Users (1+ hour per day) (less than 1 hour per day) An average conversion of the total contact database into qualified leads per month. Source: Eloqua @v1ktor @projectarmy Questions? Comments? #automating
  • 21. Mistake #7 Not using marketing automation tools to their full advantage. @v1ktor @projectarmy Questions? Comments? #automating
  • 22. You’re not alone 75% of survey respondents DO NOT use their marketing automation platform to their full potential. Source: 2011 Focus Survey @v1ktor @projectarmy Questions? Comments? #automating
  • 23. Learn Your Platform Actual email @v1ktor @projectarmy Questions? Comments? #automating
  • 24. Mistake #8 You do not follow up enough or at all with your leads. @v1ktor @projectarmy Questions? Comments? #automating
  • 25. It takes 5 80% of the sales are made on the 5th to 12th contact. Source: National Sales Executive Association @v1ktor @projectarmy Questions? Comments? #automating
  • 26. Yet 48% of sales people never follow up with a prospect. Source: National Sales Executive Association @v1ktor @projectarmy Questions? Comments? #automating
  • 27. Remarketing 26% will return to buy when remarketed, with greatest impact within 12 hours of shopping cart abandonment. Source: SeeWhy @v1ktor @projectarmy Questions? Comments? #automating
  • 28. Mistake #9 You are not feeding your marketing automation beast enough content. @v1ktor @projectarmy Questions? Comments? #automating
  • 29. Frequency 92% of companies who blogged multiple times a day acquired a customer through their blog. Source: HubSpot State of Inbound Marketing, 2012 @v1ktor @projectarmy Questions? Comments? #automating
  • 30. Mistake #10 Marketing automation does NOT improve quality of marketing, it improves efficiency of marketing @v1ktor @projectarmy Questions? Comments? #automating
  • 31. Q&A Questions? If I do not answer your question, feel free to reach out on Twitter or email. @v1ktor @projectarmy Questions? Comments? #automating
  • 32. Get in touch Viktor Nagornyy Business Guardian Twitter @v1ktor Email This presentation will be available on SlideShare @v1ktor @projectarmy Questions? Comments? #automating
  • 33. About ProjectArmy We provide affordable a la carte business services (website development and support, online marketing and other services) for small and mid-sized businesses to help them effectively compete in the marketplace without giving up an arm and a leg. Visit @v1ktor @projectarmy Questions? Comments? #automating