So far we have compared HubSpot and Marketing Cloud Account Engagement (formerly Pardot), which are leading MA tools, but in order to use them effectively, it is also important to “establish an MA operation system.”
If you do not prepare an operational system before implementation, you will find yourself unable to use the tool properly after it goes live.
So, what are the common mistakes that occur when introducing marketing automation or after starting operation, and what are their causes? Below, we will explain some common mistakes and their causes.
- You’re overestimating what MA can do.
- Not setting goals clearly or being conscious of them
- Lack of knowledge and know-how during implementation leads to deadlock
- Not giving proper thought to the operational phase
- Weak mechanisms for generating new potential customers
- There is a wall between the marketing department and the sales department
You overestimate 6 common mistakes when what MA can do
First of all, overestimating what marketing automation can do can sometimes lead to a gap between your image and reality. It is important to discard overestimations such as “by introducing marketing automation, all the tedious tasks can be automated” and properly determine what marketing automation can do.
Marketing automation has many italy phone number list functions that can automate existing tasks, and can be very effective if used well. However, there are many parts that must be set up manually. For example, “preparing content for the destinations led to by web ads” and “thinking about the wording of emails” must be done manually.
Therefore, it is very important to have a clear image of what will be automated and what will be done by humans before implementation. After implementing marketing automation, repeating the PDCA cycle and making constant improvements will lead to great results.
Not setting clear goals or being conscious of them
In order to operate marketing automation and achieve your goals, you need to clearly determine your KGI (Key Goal Indicator).
By clarifying KGI, you can clearly see the indicators of how your business has reached its goals. Here are some examples of KGI in online marketing.
- Increase the number of requests for information via the website from 5 to 15 per month.
- Increase conversions to 15 in one month and 50 after three months.
- Increase online sales by 1 million yen in one year.
- Increase the number of email chad burgess owner of individual agency newsletter sign-ups generated from content traffic to five per day.
- Increase the number of service quotes to 20 in one month.
- Increase the number of contacts from the inquiry form to 7 per day.
When determining your business goals, be sure to quantify them. Saying things like “increase sales” or “increase the number of inquiries” does not clarify the amount of action required to achieve your goal. By quantifying your goals, you will be able to understand the advertising fees, amount of content, and time required to achieve your goal. If you are not good at creating web marketing plans or analyzing and improving them, you can consult with an expert or consulting company to come up with realistic numbers.
Lack of knowledge and know-how during implementation leads to deadlock
Even a beginner with computers can operate the tool by reading the instruction manual and following the instructions. However, if you do not properly understand the characteristics of marketing automation before proceeding with the design and project, the introduction will take time, and if the design becomes complicated, the work will not become easier. In order to lead your business to success, it is reassuring agent email list to have personnel who are familiar with the industry and have a high level of knowledge and experience. It is also effective to recruit personnel from outside the company or bring in a vendor with a proven track record.
If you have people on your team who are familiar with the industry, you will be able to predict future risks before a problem occurs and make decisions about what the best policy for designing measures would be. Having knowledgeable employees does not necessarily mean you.
Not giving proper thought to the operational phase
Companies that have already implemented MA often contact us with inquiries such as, “We implemented marketing automation but it is not taking hold,” or “It is difficult to continuously operate marketing automation.”
Ideally, it would be best to design the 6 common mistakes when entire system at an early stage before implementation, but unfortunately, there are many cases where operations begin before the design is complete. If you set up ideas that come to mind during operation one after another without determining policies and rules, the 6 common mistakes when design will become increasingly complicated and it will often end up being more time-consuming than expected. Furthermore, as content accumulates over time, the operational load will be greater than expected, and you may run out of resources. If you do not design the system after carefully considering the operational phase in advance, you will run into difficulties once operations begin.