10 Marketing Automation Mistakes Draining Your Budget

@v1ktor @projectarmy #automatingQuestions? Comments?

Marketing Automation

MISTAKESDraining Your Budget

10Viktor Nagornyy Business Guardian, ProjectArmy


1. We have 45 minutes

2. Q&A during the last 15

minutes

3. The hashtag is #automating

4. Replay? Yes

Housekeeping


Marketing automation campaigns are NOT aligned with your business objectives.

Mistake #1


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


Pay Day

Pay toHubSpot

Memo Invoice

#1111

Two thousand three hundred and five subscribers

Jane Doe

2,305 subs


You do not court your leads,

you push & try to sell.

Mistake #2



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


Automating everything without a second thought.

Mistake #3


Facebook

Source: Digital Buzz Blog 2012

70%Auto-posting to Facebook decreases likes & comments by


Auto DM

Source: Optify

245%Increase in unfollow rate when auto DM was used during a 2 week experiment.


Your marketing automation

stops with a sale.

Mistake #4


Cost of a B2B Lead

$65$45

$43

$35

Healthcare

HR

Tech

Marketing

Source: Madison Logic


1

purchase

Repeat Customers

3

purchases 27% 54%chance for repeat business

chance for repeat business

Source: SumAll


You let your leads cross a

broken bridge.

Mistake #5


Mental Disconnect

Point of

Entry

Landing Page

Conversion Funnel

Match

Broken

Value Proposition A Value Proposition B


Relevancy

Point of

Entry

Landing Page

Conversion Funnel

Match

Match

Value Proposition A Value Proposition A


Treating marketing

automation as an autopilot.

Mistake #6


Power Users


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


Not using marketing automation

tools to their full

advantage.

Mistake #7


You’re not alone

75%

Source: 2011 Focus Survey

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


Learn Your Platform

Actual email


You do not follow up enough

or at all with your leads.

Mistake #8


It takes 5

Source: National Sales Executive Association

80%of the sales are made on the 5th to 12th contact.


Yet

Source: National Sales Executive Association

48%of sales people never follow up with a prospect.


Remarketing

Source: SeeWhy

26%will return to buy when remarketed, with greatest impact within 12 hours of shopping cart abandonment.


You are not feeding your marketing automation

beast enough content.

Mistake #9


Frequency

92%of companies who blogged multiple times a day acquired a customer through their blog.

Source: HubSpot State of Inbound Marketing, 2012


Marketing automation does NOT improve quality of marketing,

it improves efficiency of marketing

Mistake #10


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

Q&A


Viktor Nagornyy Business Guardian

Twitter @v1ktor

Email [email protected]

This presentation will be available on SlideShare

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