The 12 Steps to Marketing Automation Recovery

    by Andy Pitre

    Date

    November 21, 2011 at 11:30 AM

    helpYou have a problem, and this is an intervention. Let's face it, your marketing automation addiction is out of control, and it's no longer working. You send out hundreds, if not thousands of automated messages every day. Your marketing behavior is hurting your prospects, leads, and customers.

    Worse still, you're ashamed of your marketing tactics, and you hide them from your friends and family. You don't want to tell your beloveds that you're the one buying their information, and you're one of the reasons they get so much spam they can hardly bear to check their inboxes anymore (not to mention all the kittens that are being harmed).

    This is no way to live and work. You need to get control of your marketing.

    Don't worry, you're not alone, and we're here to help. Thousands of marketers have made the same mistakes, so we've created a 12-step program of recovery to get your marketing back on track. These are the steps you can take to transform your marketing:

    The 12 Steps of Marketing Automation Recovery 

    1. Admit that you're addicted to automation and that your marketing has become unmanageable.

      Let's face it, buying and spamming yet another list isn't going to cut it anymore. You need to grow the top of your funnel and generate fresh, qualified leads who are actually interested in your products and services.
       
    2. Come to believe that the power of inbound marketing can transform your marketing.

      For many companies, making the switch from traditional marketing to inbound marketing takes a leap of faith. Don't fear, the facts are on your side, and thousands of companies have already successfully made the shift to inbound. Do the research, and share it with your company.
       
    3. Turn your marketing over to the powers of inbound marketing good.

      Okay, you've done your research and seen the value of inbound marketing; now it's time to make the shift. Start a blog, setup your social media accounts, start optimizing your site for search, setup landing pages to capture leads. Trust us, the leads will come.
       
    4. Make a fearless and searching inventory of your automated emails, responses, and campaigns.

      When was the last time you reviewed your automated emails? Are they even relevant anymore? Do they contain fresh content, links, and calls-to-action? How sure are you that the same leads aren't getting duplicate emails? Review your campaigns today, check click-through rates, and identify the emails that are no longer working.
       
    5. Admit the exact nature of your marketing automation wrongs to your boss, your marketing department, and your entire company.

      You've done your research, you've started implementing your inbound marketing strategy. You've reviewed your automated emails. It's time to fill in your boss and your colleagues. Show them your poorly performing automation campaigns, and let them see the work you've done and the results you're already starting to see with inbound marketing.
       
    6. Become ready to turn off your marketing automation campaigns and transform your marketing.

      Convincing your company to change isn't going to be easy. Even with facts and evidence on your side, there will be those who want to continue spamming prospects and potential customers. Don't lose hope; keep up your inbound marketing tactics. Stay on the path of truth and justice until the rest of your company sees the light.
       
    7. Humbly ask your marketing department to shut down your current marketing automation campaigns.

      Hold your breath and turn off all of the marketing automation campaigns that are no longer working.
       
    8. Make a list of the prospects that your marketing automation has harmed, and become willing to make amends to them all.

      Unboundedly, while researching your marketing campaigns, you will have come across prospects who you have somehow wronged with your marketing automation. Those who have received the same email more than once, those who had unsubscribed but continued to receive emails, those who have been emailed and called the wrong name. 
       
    9. Make direct amends to such prospects whenever possible, especially when it will help reengage them as leads.

      Once you've made a list of all the prospects that you've harmed or offended with your marketing automation, find ways of saying your sorry. You might be able to send them a personal email apologizing for calling them the wrong name. Sometimes, the best way to say your sorry is to just stop sending automated messages, and just focus your time on creating remarkable content.
       
    10. Continue to take marketing inventory and, when you find bad automation, turn it off!

      Occasionally, it makes sense to setup automated or behavior-triggered emails, especially when they're going out to qualified leads that you've generated legitimately through inbound marketing. Be careful though -- this can be a slippery slope. Never "set and forget" your marketing. Take careful stock of what's working and not working.
       
    11. Commit, through research and education, to improve your inbound marketing efforts.

      By this step, your inbound marketing efforts are probably already paying off. Your traffic from search and social media is on the rise and you're generating qualified leads through your website. Don't get complacent; continue to learn and improve your marketing
       
    12. After having a marketing awakening as a result of these steps, carry the message of inbound marketing to other marketers still suffering from poor marketing automation.

      Now that inbound marketing has transformed the way you generate leads and customers, help spread the message to your colleagues and friends in the marketing industry. Friends don't let friends do bad marketing.

    This may seem like a tall order, but remember, these steps have transformed countless marketers. You won't need to do this all at once. Start today, and continue making progress one day at a time. We believe in you!

    Image Credit: marc falardeau

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