The business-to-business (B2B) market is becoming increasingly competitive. If B2B marketers want to make their brands stand out and maintain their competitive edge, they must have little margin for error in their marketing activities.
With so many marketing system platforms, marketing channels, and audience segments to target with varied messages and offers to consider, building an efficient marketing plan can be overwhelming. In addition to the difficulties of making the right decision from so many options, many businesses make it considerably more challenging to achieve their marketing objectives by making the same mistakes repeatedly.
According to Forrester, marketing automation technology would be worth $25.1 billion by 2023. It’s clear that more companies are beginning to explore the advantages of marketing automation in building an omnichannel customer experience.
Also Read: Three B2B Marketing Automation Mistakes
Here are three mistakes to avoid when adopting marketing automation for a business.
Assuming that marketing automation is simple
Marketing automation is precise and difficult by its own nature, but skilled marketers with highly empirical, data-hungry brains like working within its constraints and realizing its full potential.
The success of marketing automation has a cascading impact. To put things up effectively, marketers will need a lot of expertise upfront. And if marketers don’t do their job, things will go wrong in the future. Hence, it’s critical to acknowledge that implementing marketing automation will be complex and to enlist the support of experts to bring marketers where they need to go.
Marketers should follow the lead scoring strategy of the organization. Marketers will have a negative influence on the leads they move to sales or advance to nurturing efforts if they don’t define their lead scoring strategy appropriately upfront or enhance their data hygiene.
Ignoring humanity in marketing
Marketers and other company professionals can use marketing automation to streamline their processes. Automating specific tasks and work processes saves time and allow employees to concentrate on higher-priority chores. However, it’s critical not to allow automation to take over every aspect of the job, particularly when it comes to email content.
Customers want to feel that they are getting a personalized message as if the marketer was thinking about them personally while crafting an email campaign. So, marketers need to avoid delivering generic messages or using incorrect names in the body of the text. Marketers must allow automation to make their job easier, but they shouldn’t allow technology to affect a myriad of things.
Enforcing marketing automation in a marketing silo
With a term like “marketing automation,” it’s easy to assume these platforms are strictly marketing-related. In reality, they are tools that are built to work with and help the sales team as much as anyone else. From a technological aspect, appropriate CRM integration is essential. For this reason, and others, every marketing automation decision should involve the whole B2B business, from initial selection to strategic planning to tactical implementation.
The true benefit of marketing automation is not just in making marketing more effective; it’s also in giving salespeople an edge by speeding up the rate at which potential buyers progress through the buyer journey. Even while automation might speed up sales, it’s important to remember that leads don’t want to be sold until they are ready. For both marketing and sales teams, the actual strategic value of automation is forming more genuine relationships with prospects. This is especially true in the digital environment, where consumers are now halfway down the funnel before contacting a salesperson, making it all the more critical for the sales staff to be involved early on in defining key messages and developing the conversation.
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