Marketing Automation, the process of automating parts of or maybe even your entire marketing funnel. In an ideal situation, it helps to guide your prospect through their buyer’s journey with relevant and timely communications. Communications that help nurture them from a prospect to lead, to a customer and in the long run even to brand advocates.
Marketing Automation works in parallel with the efforts of your sales team. It can shorten their sales cycles, decrease the cost per lead and improve customer retention.
Sounds like an ideal world scenario right?
It sounds like such a holy grail that according to research by Pardot in 2013 at that time already:
A quarter of all B2B Fortune 500 companies are already using marketing automation, along with 76% of the world’s largest SaaS companies.
And although marketing automation adaptation has exploded in the last couple of years, too many marketers still make a lot of mistakes in the implementation and usage of their marketing automation tools. Like any tool, marketing automation is only as good as the person using it. If you fail to set up your tools in a proper way this can lead to frustration in the short team and lots of missed opportunities in the long term.
So what are some of the most made mistakes by companies of any size in regards to marketing automation and how to fix them? Let’s dive in.