Marketing automation: 5 best practices and 3 common mistakes – conferences

Marketing Automation: 5 Best Practices and 3 Common Mistakes

What are the most common mistakes made in automating marketing activities? Can we distinguish a list of good practices to follow on a daily basis?

Good practices

Mike Korba

1. Regular cleaning of the contact database

Marketers very often focus on quantity and not quality. In the meantime, if someone hasn’t opened our last 4-5 messages, there’s a high chance they won’t open another one as well. Removing uninterested recipients from the database should be standard practice – it’s the only way to achieve high open rate ratios.

Consult the program of the conference “Automation of marketing activities”, September 29, 2020, Warsaw and online >>

2. Segmentation criteria adapted to the type of activity

The contact database must be segmented taking into account the specificities of our industry or a given product category. For example, if we are selling clothes, gender is a good criterion for dividing customers into groups. However, if we operate in the tourism industry and sell vacation travel, the most important information is whether our subscriber has children and which geographical directions he prefers.

3. Multi-channel communication taking into account the specificity of each channel

Different marketing communication channels are governed by different rules. SMS messages or push notifications must contain messages that require an immediate response (eg offer valid only today until 22:00). On the other hand, email will be worse for this type of promotional campaign, because we will simply check it less often. This will be an appropriate way to inform of a special offer addressed to B2B customers.

4. A/B testing and optimization

They might seem obvious and it’s definitely something all marketers know and talk about. However, the statistics are inexorable – still few specialists appreciate the potential of testing and optimization. When working with marketing automation, most projects don’t have a fixed end date. Testing different versions, being open to experimentation and knowing that there are almost always things that can be optimized are the basis for success.

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5. Focus on lower stages of the marketing and sales funnel

The results of the work of marketing teams are often verified on the basis of the number of sales opportunities generated. As a result, far too much attention and resources are devoted to activities related to this stage of the customer journey. In the meantime, if we properly take care of the development activities, education and rating system of users appearing on our website, we can achieve much better results.

The most common errors

1. No plan at all

Often we don’t know what we want to achieve or we implement automation because it’s trendy. Unfortunately, if we do not have at least generally defined goals, even after the correct implementation of automation paths, it will be difficult for us to check whether we have achieved the desired effect.

2. Failure to Obtain Adequate Personal and Capital Resources

Marketing automation systems are often touted as a “magic button”, a push that will solve our marketing problems and ensure business success. But technology is only a tool. In order for its use to bring tangible results, a well-thought-out strategy of action and careful implementation are needed, and for this you need people.

3. Willingness to implement too much automation in too little time

As the saying goes, “Rome was not built in a day”. If, immediately after setting up the marketing automation system, we want to automate many different processes (lead generation, lead nurturing, scoring, grading, segmentation, onboarding, up-selling, cross-selling, etc.) and use different communication channels (email, SMS, live chat, chatbot, push notifications, in-app messages, pop-ups, dynamically changing page content, etc.), the probability of failure is very high . A much better approach is to divide the work into stages and distribute them over time.

Author: Mike Korba, Commercial Director – co-founder of User.com

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