The document discusses 10 common mistakes companies make with marketing automation that drain their budgets. The mistakes include not aligning automation campaigns with business objectives, focusing only on response metrics to measure ROI, over-automating tasks like social media posting, stopping engagement after a sale, providing a disjointed experience across touchpoints, and not utilizing the full capabilities of automation tools or feeding them enough ongoing content. Frequent follow-up with leads is also emphasized as important.

1. 10
Marketing Automation
MISTAKES
Draining Your Budget
Viktor Nagornyy Business Guardian, ProjectArmy
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2. Housekeeping
1. We have 45 minutes
2. Q&A during the last 15 minutes
3. The hashtag is #automating
4. Replay? Yes
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3. Mistake #1
Marketing automation
campaigns are NOT aligned
with your business objectives.
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4. 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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5. Pay Day
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6. Mistake #2
You do not
court your leads,
you push & try to sell.
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7. @v1ktor
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8. Relationship
The marketing focus needs to be on
building relationships, and metrics
need to expand beyond Return on
Investment to include Return on
Relationships.
Ted Rubin @tedrubin
Author of Return on Relationship
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9. Mistake #3
Automating everything without a
second thought.
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10. Facebook
Auto-posting to
Facebook decreases
likes & comments by
70%
Source: Digital Buzz Blog 2012
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11. Auto DM
245%
Increase in unfollow rate when auto DM
was used during a 2 week experiment.
Source: Optify
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12. Mistake #4
Your marketing automation
stops with a sale.
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13. Cost of a B2B Lead
$43
$65
Tech
Healthcare
$45
HR
$35
Marketing
Source: Madison Logic
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14. Repeat Customers
1 purchase
3 purchases
27%
54%
chance for repeat
business
chance for repeat
business
Source: SumAll
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15. Mistake #5
You let your leads cross a
broken bridge.
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16. Mental Disconnect
Point of
Entry
Match
Landing
Page
Value Proposition A
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Broken
Conversion
Funnel
Value Proposition B
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17. Relevancy
Point of
Entry
Match
Landing
Page
Value Proposition A
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Match
Conversion
Funnel
Value Proposition A
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18. Mistake #6
Treating marketing automation
as an autopilot.
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19. Power Users
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20. Power Conversions
1.8% 1.2%
VS
Power Users
Occasional Users
(1+ hour per day)
(less than 1 hour per day)
An average conversion of the total contact
database into qualified leads per month.
Source: Eloqua
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21. Mistake #7
Not using marketing automation
tools to their full advantage.
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22. You’re not alone
75%
of survey respondents DO NOT use
their marketing automation platform to
their full potential.
Source: 2011 Focus Survey
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23. Learn Your Platform
Actual email
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24. Mistake #8
You do not follow up enough
or at all with your leads.
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25. It takes 5
80%
of the sales are
made on the 5th
to 12th contact.
Source: National Sales Executive Association
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26. Yet
48%
of sales people
never follow up
with a prospect.
Source: National Sales Executive Association
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27. Remarketing
26%
will return to buy when
remarketed, with greatest impact
within 12 hours of shopping cart
abandonment.
Source: SeeWhy
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28. Mistake #9
You are not feeding your
marketing automation beast
enough content.
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29. 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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30. Mistake #10
Marketing automation
does NOT improve quality of marketing,
it improves efficiency of marketing
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31. Q&A
Questions?
If I do not answer your question, feel free
to reach out on Twitter or email.
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32. Get in touch
Viktor Nagornyy Business Guardian
Twitter @v1ktor
Email viktor@projectarmy.net
This presentation will be available on SlideShare
slideshare.com/ProjectArmy
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33. About ProjectArmy
We provide affordable a la carte business
services (website development and
support, online marketing and other services)
for small and mid-sized businesses to help them
effectively compete in the marketplace
without giving up an arm and a leg.
Visit www.ProjectArmy.net
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