Automation tools are powerful but worthless if your team doesn't know how to use them.
Holding training sessions will ensure that key stakeholders know your tool's capabilities, are aware of current workflows and understand the processes to create new ones.
Here are a few tips for training your team:
Curate your training to the team – Information overload is a very real thing. To prevent this from happening and keep your sessions productive, only teach what's relevant to that team.
Invite service provider reps to participate – No one will know the software better than its reps. Reach out to your provider and see if they provide training sessions.
Hold a multi-step training process – One session likely won't be enough to efficiently train your team. Make sure you hold multiple sessions, using a combination of various learning strategies to promote learning.
5. You set and forget.
Although automation does suggest a set-and-forget approach, the reality is it's very hands-on.
The difference is that your attention is going to something else. Instead of focusing on output, you can direct your attention to assessing performance and optimizing.
6. You only leverage only one type of automation strategy.
Too often, marketers start using marketing automation, get familiar with one set of tasks, then focus on that. Never expanding beyond what they already use.
This is how you miss out on opportunities to improve your brand. Take advantage of all of the features your software offers to maximize efficiency.
There are probably a lot of little tasks over the course of your work day that don't seem time-consuming individually. However, if you add up all of the time you spend posting on social media, updating contact information, and other tasks, you end up with a large chunk of your day spent on things that can probably be automated.
Poke around your marketing automation to see which processes you can make more efficient. For example, in the HubSpot software, users can bulk update lead contact information instead of clicking into each record and changing details there.
The more processes you automate, the more time you'll have each day to strategize with your team about content, lead generation, and lead nurturing tactics to keep attracting quality leads to your site.
Here are automation strategies you can leverage:
7. Your automation software doesn't integrate with your CRM.
A marketing automation system is supposed to make marketing easier. A CRM system is supposed to make managing leads and customers easier.
Before deciding on marketing automation and CRM platforms, make sure they can integrate with one another, and make sure you have the budget to make it happen.
8. You don't have a goal.
Take advantage of the ease of use marketing automation software provides and invest time and efforts into determining your goals first. Once you have them, you'll want to assign these goals to each automated effort – social media, email workflows, and so on – to ensure it's easy to track progress.
After all, marketers need a way to measure success when it comes to marketing automation, and one means of doing so is by evaluating goal attainment. For example, here at HubSpot, the Visual Workflows tool lets you set a specific goal for each automated workflow.
A goal might be a new lead transitioning into a marketing-qualified lead based on certain behaviors, such as downloading a specific number of content offers.
HubSpot Visual Workflows also allows you to track the percentage of contacts in each workflow that achieve the goal, which is another great way to measure the success and ROI of your marketing automation.
9. You don't segment your email list.
You have a database full of qualified leads, but you're using marketing automation software to blast out tons of emails that aren't customized at all. As a result, your leads are churning because your emails aren't useful to them.
The solution? Develop a lead nurturing strategy that includes email list segmentation so you're sending specific emails to specific people that they're more likely to open.
With the right marketing automation software, it's easy to execute an email list segmentation strategy that delivers strong results. For example, HubSpot customers can use the Visual Workflows App to target their emails based on dozens of criteria, both demographic and behavioral.
Marketing automation is a powerful tool for any company – the trick is knowing how to optimize it and which pitfalls to avoid. By keeping these in mind, you'll ensure your automation is working at its maximum potential.
Editor's Note: This post was originally published in Nov. 2016 and has been updated for comprehensiveness
Originally published Jul 29, 2022 7:00:00 AM, updated July 29 2022