Marketing automation is one of the most useful and widely adopted functionalities used by marketing professionals. It enables them to focus on numerous, more demanding marketing tasks while simultaneously maintaining engagement and nurturing leads through the sales cycle. Ultimately, marketing automation allows marketers to get more done with the time they have.
However, without defined goals, strategies and analysis driving your marketing automation initiatives, maximizing your results may be challenging. Tangible business objectives are necessary as metrics against which you can measure your success. Otherwise, how will you know if your efforts are actually benefitting your business?
Examples of some tangible objectives may include an increase in leads transferred to sales, shorter sales cycles once leads are transferred, or an increase in asset downloads, like a free white paper or eBook.
The following excerpt, taken from an article originally published on Toolbox.com by Rose de Fremery, provides 5 marketing automation mistakes that could hinder your results.
5 Common Marketing Automation Mistakes and How to Avoid Them:
1. Thinking That the Technology Will Automatically Improve Your Strategy
Good software (and smart, experienced software firms) can help you refine your strategy, but doing so requires a considerable amount of time and careful planning on your end.
2. Blasting everyone with the Same Content
If you take the time to craft tailored approaches to different categories of leads, you will see better results and gain valuable insights about your customers and what matters to them.
3. Not Offering Compelling Content and Valuable Resources
Along with taking the time to clarify your strategy and understand who your customers are, invest in a content strategy that offers compelling, relevant, and timely content to leads at key stages in the pipeline.
4. Not Taking Advantage of All the Bells and Whistles
Marketing automation goes far beyond automated e-mail campaigns. You can build custom landing pages with exclusive offers for people who clicked on an ad they saw online, get a 360-degree view of every instance in which a lead has engaged with your brand, and spot trends that lead to increased sales.
5. Not Taking Advantage of Analytics to improve Your Strategy
After you have implemented your marketing automation solution, invest some time and thoughtful attention into regularly reviewing your analytics so that you can understand where your efforts are having the greatest impact.
See the full story on Toolbox.com
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