10

Marketing Automation

MISTAKES
Draining Your Budget
Viktor Nagornyy Business Guardian, ProjectArmy

@v1ktor

@projecta...
Housekeeping
1. We have 45 minutes
2. Q&A during the last 15 minutes

3. The hashtag is #automating
4. Replay? Yes

@v1kto...
Mistake #1
Marketing automation
campaigns are NOT aligned
with your business objectives.

@v1ktor

@projectarmy

Questions...
Wrong ROI

57%

of marketers use response metrics (open
rate, clickthrough rate, unsubscribe rate, etc.) to
measure their ...
Pay Day

@v1ktor

@projectarmy

Questions? Comments?

#automating
Mistake #2
You do not

court your leads,
you push & try to sell.

@v1ktor

@projectarmy

Questions? Comments?

#automating
@v1ktor

@projectarmy

Questions? Comments?

#automating
Relationship
The marketing focus needs to be on
building relationships, and metrics
need to expand beyond Return on
Invest...
Mistake #3
Automating everything without a
second thought.

@v1ktor

@projectarmy

Questions? Comments?

#automating
Facebook
Auto-posting to
Facebook decreases
likes & comments by

70%

Source: Digital Buzz Blog 2012

@v1ktor

@projectarm...
Auto DM

245%

Increase in unfollow rate when auto DM
was used during a 2 week experiment.

Source: Optify

@v1ktor

@proj...
Mistake #4
Your marketing automation

stops with a sale.

@v1ktor

@projectarmy

Questions? Comments?

#automating
Cost of a B2B Lead

$43

$65

Tech

Healthcare

$45
HR

$35
Marketing

Source: Madison Logic

@v1ktor

@projectarmy

Quest...
Repeat Customers
1 purchase

3 purchases

27%

54%

chance for repeat
business

chance for repeat
business

Source: SumAll...
Mistake #5
You let your leads cross a

broken bridge.

@v1ktor

@projectarmy

Questions? Comments?

#automating
Mental Disconnect
Point of
Entry

Match

Landing
Page

Value Proposition A

@v1ktor

@projectarmy

Broken

Conversion
Funn...
Relevancy
Point of
Entry

Match

Landing
Page

Value Proposition A

@v1ktor

@projectarmy

Match

Conversion
Funnel

Value...
Mistake #6
Treating marketing automation

as an autopilot.

@v1ktor

@projectarmy

Questions? Comments?

#automating
Power Users

@v1ktor

@projectarmy

Questions? Comments?

#automating
Power Conversions

1.8% 1.2%
VS

Power Users

Occasional Users

(1+ hour per day)

(less than 1 hour per day)

An average ...
Mistake #7
Not using marketing automation

tools to their full advantage.

@v1ktor

@projectarmy

Questions? Comments?

#a...
You’re not alone

75%

of survey respondents DO NOT use
their marketing automation platform to
their full potential.

Sour...
Learn Your Platform

Actual email

@v1ktor

@projectarmy

Questions? Comments?

#automating
Mistake #8
You do not follow up enough

or at all with your leads.

@v1ktor

@projectarmy

Questions? Comments?

#automati...
It takes 5

80%

of the sales are
made on the 5th
to 12th contact.

Source: National Sales Executive Association

@v1ktor
...
Yet

48%

of sales people
never follow up
with a prospect.

Source: National Sales Executive Association

@v1ktor

@projec...
Remarketing

26%

will return to buy when
remarketed, with greatest impact
within 12 hours of shopping cart
abandonment.

...
Mistake #9
You are not feeding your
marketing automation beast

enough content.

@v1ktor

@projectarmy

Questions? Comment...
Frequency

92%

of companies who
blogged multiple
times a day acquired
a customer through
their blog.

Source: HubSpot Sta...
Mistake #10
Marketing automation
does NOT improve quality of marketing,

it improves efficiency of marketing

@v1ktor

@pr...
Q&A
Questions?
If I do not answer your question, feel free
to reach out on Twitter or email.

@v1ktor

@projectarmy

Quest...
Get in touch
Viktor Nagornyy Business Guardian

Twitter @v1ktor
Email viktor@projectarmy.net
This presentation will be ava...
About ProjectArmy
We provide affordable a la carte business
services (website development and
support, online marketing an...
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10 Marketing Automation Mistakes Draining Your Budget

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Published on

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
http://j.mp/17MLMaV

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

10 Marketing Automation Mistakes Draining Your Budget

  1. 1. 10 Marketing Automation MISTAKES Draining Your Budget Viktor Nagornyy Business Guardian, ProjectArmy @v1ktor @projectarmy Questions? Comments? #automating
  2. 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. 3. Mistake #1 Marketing automation campaigns are NOT aligned with your business objectives. @v1ktor @projectarmy Questions? Comments? #automating
  4. 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. 5. Pay Day @v1ktor @projectarmy Questions? Comments? #automating
  6. 6. Mistake #2 You do not court your leads, you push & try to sell. @v1ktor @projectarmy Questions? Comments? #automating
  7. 7. @v1ktor @projectarmy Questions? Comments? #automating
  8. 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. 9. Mistake #3 Automating everything without a second thought. @v1ktor @projectarmy Questions? Comments? #automating
  10. 10. Facebook Auto-posting to Facebook decreases likes & comments by 70% Source: Digital Buzz Blog 2012 @v1ktor @projectarmy Questions? Comments? #automating
  11. 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. 12. Mistake #4 Your marketing automation stops with a sale. @v1ktor @projectarmy Questions? Comments? #automating
  13. 13. Cost of a B2B Lead $43 $65 Tech Healthcare $45 HR $35 Marketing Source: Madison Logic @v1ktor @projectarmy Questions? Comments? #automating
  14. 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. 15. Mistake #5 You let your leads cross a broken bridge. @v1ktor @projectarmy Questions? Comments? #automating
  16. 16. Mental Disconnect Point of Entry Match Landing Page Value Proposition A @v1ktor @projectarmy Broken Conversion Funnel Value Proposition B Questions? Comments? #automating
  17. 17. Relevancy Point of Entry Match Landing Page Value Proposition A @v1ktor @projectarmy Match Conversion Funnel Value Proposition A Questions? Comments? #automating
  18. 18. Mistake #6 Treating marketing automation as an autopilot. @v1ktor @projectarmy Questions? Comments? #automating
  19. 19. Power Users @v1ktor @projectarmy Questions? Comments? #automating
  20. 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. 21. Mistake #7 Not using marketing automation tools to their full advantage. @v1ktor @projectarmy Questions? Comments? #automating
  22. 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. 23. Learn Your Platform Actual email @v1ktor @projectarmy Questions? Comments? #automating
  24. 24. Mistake #8 You do not follow up enough or at all with your leads. @v1ktor @projectarmy Questions? Comments? #automating
  25. 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. 26. Yet 48% of sales people never follow up with a prospect. Source: National Sales Executive Association @v1ktor @projectarmy Questions? Comments? #automating
  27. 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. 28. Mistake #9 You are not feeding your marketing automation beast enough content. @v1ktor @projectarmy Questions? Comments? #automating
  29. 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. 30. Mistake #10 Marketing automation does NOT improve quality of marketing, it improves efficiency of marketing @v1ktor @projectarmy Questions? Comments? #automating
  31. 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. 32. Get in touch Viktor Nagornyy Business Guardian Twitter @v1ktor Email viktor@projectarmy.net This presentation will be available on SlideShare slideshare.com/ProjectArmy @v1ktor @projectarmy Questions? Comments? #automating
  33. 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 www.ProjectArmy.net @v1ktor @projectarmy Questions? Comments? #automating
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