10 marketing automation mistakes draining your budget

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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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Facebook

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 viktor@projectarmy.net

This presentation will be available on SlideShare

slideshare.com/ProjectArmy

Get in touch

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