Ever seen those funny fail videos on YouTube. If you haven’t then you must cuz they are hilarious. The videos basically feature people who think of doing something grand but end up failing in their quest and their failure becomes a source of laughter for others.
Marketing automation exactly like these funny fail YouTube videos. People recognized marketing automation as the next big thing that not only simplifies operations but boosts future prospects. Managers and CMOs usually like to implement these automation techniques for a grand result in lead generation. Yet there are many cases when marketing automation falls short of delivering the expected results.
1. Organisational Objectives
It is the vision of a person that guides them throughout life and an organisation is similar to a person. Organisations build a strategic plan to achieve a desired objective. Each and every member of an organisation has to dedicate their efforts in order to make a new design successful. Marketing automation needs a combined effort on the part of the organisation to boost results. The marketing and the sales team have to collaborate on this new design together to achieve success.
Still there is a lot to consider. Employees are afraid that machines are taking over human jobs. One day they might be helping in making marketing automation a success and the other that they might be out of their job.
With plenty of information about leads, the sales team should have it pretty easy to bring in new customers. Right? No, the most important thing to realize here is that most of the leads that are generated are weak and often end in a cold call. Furthermore, it is important for the organisation to have a leader who believes in the efficacy of this new system and takes appropriate measures to implement it smoothly with the old system.
2. Defining success
To walk the walk, you must first set a goal and have a vision on how you can accomplish it. A comprehensive plan needs to be built in order to guide the organisation through the transition from old school to the new school. Marketing automation must have The whole process needs to be defined by the whole organisation. The process of generating leads and moving down the marketing funnel. Without a destination, the most talented pilot with the best aircraft would only be able to wander in the sky. The organisation should build a series of steps that it will follow in order to meet its future objectives of implementing marketing automation.
3. Does Marketing Automation fit the organization landscape
In a boxing match, implementing a roundhouse kick will only get one disqualified. It is necessary to check the time and place that we do try to implement things in. Same is true for organization and marketing automation. There needs to be a set platform at your organisation to integrate marketing automation.
You need to figure out weather:
● Is it the right time to implement marketing automation?
● Does my organisation house individuals who find it easy to use?
If the answer to both these questions is “Yes” then you should implement marketing automation but if not then you better forget about it. There is a growing trend of blaming the tool to curtain the real problem, i.e., the incompatibility of the organisation with the new system. It is important to lift the cloud of doubt and be perfectly sure that ‘the time is here, the time is now.’
4. Experts… smeckperts
A Bugatti Veyron Supersport V2 driven by a noob does not guarantee success in a race as much as an accident. It is important for a organization to have a few experts that have an intensive knowledge of marketing automation.
These experts will not only implement the marketing automation system but also help other employees in understanding the quirks of this new system. The analytical thinking combined with years of experience in understanding data structures will augment the chances for a successful and smooth implementation of marketing automation by these experts. Without proper guidance, the most planned of objectives are doomed to fail.
How to leverage marketing automation in your favour?
● Get expert help for successful implementation
● Check the status of organisation and employees and how adaptable the organisation will be as a whole with this new system.
● Build a comprehensive plan for smooth implementation
Marketing automation has become essential in many sectors today. To bring in harmony in operations and a congruence between sales and marketing team, many companies have been implementing this new system. Though, Organization should take necessary steps before implementation or face serious consequences.
As I wrote in my earlier articles about the Power of Marketing Automation and The Role of Marketing Automation in B2B Industry, how important it is for today’s Marketing World. I was watching the Spiderman movie and I still remember the dialogue of Peter Parker (Actor):
Whatever life holds in store for me, I will never forget these words: “With great power comes great responsibility.” This is my gift, my curse. Who am I? I’m Spider-man.
In marketing automation, Peter Parker’s statement is very true, If the organization will use all the features of Marketing automation then they’ll be benefited, but if they’ll fail to use their full power, it’ll become a curse for that organization. We see it over an over again in many organizations where people expect a new Marketing automation tool to work its magic (and probably put its money worth at work) so when results are low on expectations, they blame the tool instead of the people, the skills, the process, the organizational set up, or all of the above. This approach would only lead to undertake different tools which set to fail again. People think, it’s just like Juice machine that if you squeeze the fruit from one side, and you will get sweet juice from another side. But they forget that any Marketing automation tool you implement in your organization should enable or enhance a business process. Unfortunately, many people mistakenly believe that the Marketing automation tool itself is the solution, when in reality, Marketing automation tool is at best 20 percent of the value equation the other 80 percent is based on the human factor. Marketing automation needs constant care and awareness for it to work effectively. Too many companies skip on these details and think they can let their automation do all the work which is not exactly the best way of accomplishing your goals. Marketing automation works as a supplement to your sales strategy, allowing you to strategize the path ahead. It’s not meant as something you can set and forget. But lots of organizations invest in marketing automation thinking they’ll be able to flip a switch and watch the money flow in. And it’s just not going to happen that way.
Marketing automation does not solve the problem of understanding the buying and selling process,it only magnifies it. There are a lot of things that marketing automation cannot do for you and you need to consider that:
• It can’t think for you
• It can’t develop strategies
• It doesn’t know your customer
• It can’t create content for you
• It is not an analytical brain
• If you don’t get the results you are looking for, it won’t tell you what to do next.
So, before implementing any marketing automation tool in any organization (Either B2B or B2C), we need to take care of the below items:
• Is your data clean enough?
• Is your sales and marketing process properly aligned ?
• Do you have a Team with right knowledge to use the tool to its fullest?
• Do you keep up to date of all new marketing strategies and tactics?
• Do you fully understand your buyer’s cycle?
• Do you have the right content to feed prospects?
After implementation of Marketing automation in any organization, Most of the marketers will list goals such as “more leads,” “better leads,” and “better reporting” and expect this within three to six months of implementation. Many organizations often overlook the results of their implementation in less than six months. The immediate value of Marketing Automation if implemented correctly is by revising the process.
In the first few months of implementation of Marketing automation, marketers should take the process and the Marketing Automation team already in place and streamline it by using Marketing automation technology. It is a great time to re-align sales and marketing on lead management, the definition of a qualified lead and how that plays into scoring and the different touch points along the lead success and their success paths. This time you can also identify holes in the content pipeline and make sure there is a plan to fill them.
Now we can say that Marketing automation tool is not the exact solution to get easy success of any organization. Yes, it’s an important piece of the puzzle, but it’s not the all-encompassing solution so many people believe it to be. If you just focus on the Marketing Automation tool, you may end up the fool. But if you focus on the business, the Marketing Automation tool and the people within the organization using the tool, you’ll be the leader who not only uses Marketing Automation effectively, but who also sees great gains in productivity and profits.
GDPR (General Data Protection Regulation), was launched recently in the European union and is meant to protect the data of all citizens. This new rule will govern the way in which organizations collect and use data from individuals. This law has been implemented in order to safeguard user’s data. The law was defined in 2016 but implemented recently due to the incidents like Cambridge Analytica.
Most businesses and organizations, especially outside the EU and EEA, haven’t truly grasped the whole law and some are even totally unaware of this new law. If your website relies on data from users and you want to operate in EEA, then you must comply with the GDPR.
Marketing Automation and GDPR
Now, you’d be confused as to how to get started and how to implement everything regarding this new law.
Well it’s quite easy. You can use marketing automation to take care of compliance with GDPR.
If your business relies on data, then marketing automation can help with the following:
● Generating Better Leads
● Reducing Cold Calls
● Engaging Audience with curated content
● Measuring the Return on Investment
● Collecting marketing and customer data for further analysis
● GDPR compliance
All of these benefits of marketing automation will help you in dealing with the most important aspect of GDPR, i.e., TRUST. Ingredients of building trust with your customers, subscribers and prospects falls down to three basic criteria:
● Creating content that they care about
● Creating value for them
● Making them feel safe while they use your services
Let’s look at some of the problems related to collecting and using user data and how automation can provide an elegant solution.
Problem of large Databases
In marketing, we’re all too familiar with the idea of creating data dumps. We collect all the information about a particular visitor / subscriber / customer, even the data that isn’t relevant. This is going to change with GDPR. Now companies will be allowed to only collect data that is relevant to the provided services. So, for example, you’ll not be able to collect a person’s religious or political affiliation and information about their family background while operating a loan service.
How Marketing Automation solves this problem?
With marketing automation, you can record the data submitted by the user and set preferences according to which this data is stored. You can check compliance of collected information with certain automation tools and delete all the redundant data that you don’t need.
No one ever reads the terms and conditions. Right?
Well, now companies are required to inform users specifically about the way in which collected data will be used. Apart from this, restrictions have been set on how this data can be used.
Also, all your users must have the option to quit using your services anytime they want to.
How Marketing Automation solves this problem?
Marketing automation enables you to automatically show each user what type of data is collected regarding them and how that data will be used. Also, they’ll have the option to opt out of this if you configure the tool properly. Most automation tools now provide such functionality through which you can record the preferences of users.
Also, getting permission is one thing, proving that you got the permission is another. With automation tool, whenever a user opts in and allows you to collect and use data, the proof for the same is stored automatically.
Many small and medium sized companies regularly failed to secure data of users as they viewed security as a redundant expense. Now security has to be of prime importance. Certain guidelines have been set in place by GDPR with which all companies collecting user’s data must company.
How Marketing Automation solves this problem?
You automation tool can scan the database and find various loops through which the database can be penetrated. This will enable you to know about almost all of the things you need to secure.
Most important of all…Building Trust
With the collected data, automation tools can associate preferences of users with their contact details. This will enable you to automatically provide each user with content that they care about. Hence by providing value to them, you’ll be able to gain their trust.