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10 Marketing Automation Mistakes Draining Your Budget

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10

Marketing Automation

MISTAKES
Draining Your Budget
Viktor Nagornyy Business Guardian, ProjectArmy

@v1ktor

@projecta...

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

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

@v1kto...

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

@v1ktor

@projectarmy

Questions...

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10 Marketing Automation Mistakes Draining Your Budget

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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

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

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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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