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Marketing Automation
MISTAKESDraining Your Budget
10Viktor Nagornyy Business Guardian, ProjectArmy
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1. We have 45 minutes
2. Q&A during the last 15
minutes
3. The hashtag is #automating
4. Replay? Yes
Housekeeping
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Marketing automation campaigns are NOT aligned with your business objectives.
Mistake #1
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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
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Pay Day
Pay toHubSpot
Memo Invoice
#1111
Two thousand three hundred and five subscribers
Jane Doe
2,305 subs
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You do not court your leads,
you push & try to sell.
Mistake #2
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The marketing focus needs to be on building relationships, and metrics need to expand beyond Return on Investment to include Return on Relationships.
Relationship
Ted Rubin @tedrubinAuthor of Return on Relationship
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Automating everything without a second thought.
Mistake #3
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Source: Digital Buzz Blog 2012
70%Auto-posting to Facebook decreases likes & comments by
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Auto DM
Source: Optify
245%Increase in unfollow rate when auto DM was used during a 2 week experiment.
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Your marketing automation
stops with a sale.
Mistake #4
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Cost of a B2B Lead
$65$45
$43
$35
Healthcare
HR
Tech
Marketing
Source: Madison Logic
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1
purchase
Repeat Customers
3
purchases 27% 54%chance for repeat business
chance for repeat business
Source: SumAll
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You let your leads cross a
broken bridge.
Mistake #5
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Mental Disconnect
Point of
Entry
Landing Page
Conversion Funnel
Match
Broken
Value Proposition A Value Proposition B
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Relevancy
Point of
Entry
Landing Page
Conversion Funnel
Match
Match
Value Proposition A Value Proposition A
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Treating marketing
automation as an autopilot.
Mistake #6
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Power Users
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Power Conversions
1.8%
1.2%
VS
An average conversion of the total contact database into qualified leads per month.
Power Users (1+ hour per day)
Occasional Users (less than 1 hour per day)
Source: Eloqua
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Not using marketing automation
tools to their full
advantage.
Mistake #7
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You’re not alone
75%
Source: 2011 Focus Survey
of survey respondents DO NOT use their marketing automation platform to their full potential.
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Learn Your Platform
Actual email
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You do not follow up enough
or at all with your leads.
Mistake #8
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It takes 5
Source: National Sales Executive Association
80%of the sales are made on the 5th to 12th contact.
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Yet
Source: National Sales Executive Association
48%of sales people never follow up with a prospect.
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Remarketing
Source: SeeWhy
26%will return to buy when remarketed, with greatest impact within 12 hours of shopping cart abandonment.
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You are not feeding your marketing automation
beast enough content.
Mistake #9
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Frequency
92%of companies who blogged multiple times a day acquired a customer through their blog.
Source: HubSpot State of Inbound Marketing, 2012
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Marketing automation does NOT improve quality of marketing,
it improves efficiency of marketing
Mistake #10
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Questions?If I do not answer your question, feel free to reach out on Twitter or email.
Q&A
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Viktor Nagornyy Business Guardian
Twitter @v1ktor
Email [email protected]
This presentation will be available on SlideShare
slideshare.com/ProjectArmy
Get in touch
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