5 Reasons Why Businesses Are Failing With Marketing Automation

5 Reasons Why Businesses Are Failing With Marketing Automation. 5 reasons why businesses are failing with marketing automation and how you can take a no-fail approach instead Marketing automation has transformed the world of marketing. A successful marketing automation implementation includes the sales team early and often in the conversation. To have a successful implementation, your marketing automation platform will need to be integrated with your CRM to report marketing ROI. Fail #2: Choosing the wrong vendor Choosing any new technology can be an arduous process. And rather than exclusively evaluating their system, take a look at each vendor’s services. The vendor you choose should have as much of a vested interest in making the platform work for you as you do. Even if you choose an intuitive and easy-to-use platform, it takes time and additional education on your unique processes to be successful within your environment. When you choose a new marketing automation vendor, your onboarding experience and ongoing support should be outlined. Whether you’ve already implemented marketing automation and it didn’t go the way you’d hoped for the first time or you’re completely new to marketing automation, these no-fail tips should help you ask the right questions to choose a marketing automation solution that works for you.

Author: Malinda Wilkinson / Source: Marketing Insider Group

5 reasons why businesses are failing with marketing automation and how you can take a no-fail approach instead

Marketing automation has transformed the world of marketing. In fact, Google searches for marketing automation alone have reached an all-time high, showing that search volume for marketing automation has been growing at huge incremental rates. This statistic suggests an increased interest in and awareness of the technology. But what about companies who implement it and never see tangible results? If marketing automation isn’t implemented correctly, it can be a colossal failure.

I’m outlining the five most common reasons for marketing automation failure so you can learn from the mistakes others have made and avoid or address these issues in your organization.

Fail #1: Not including the right people in the decision

Marketing automation is meant to help your business grow revenue by giving you the tools to capture, track, communicate with and prioritize prospects. A successful marketing automation implementation includes the sales team early and often in the conversation. Not only should sales be a part of the decision to implement marketing automation, it’s important to give them input on deciding which platform is right for your business.

To have a successful implementation, your marketing automation platform will need to be integrated with your CRM to report marketing ROI. Integration also gives your sales team a prioritized list of leads with a view into what each lead is interested in based on their activity. Including sales in the conversation will not only lead to choosing the best system to meet your combined needs, it will create another champion within your organization for this technology.

Fail #2: Choosing the wrong vendor

Choosing any new technology can be an arduous process. As marketers, we often have difficulty evaluating technology because being a technologist isn’t typically our day job. Include these elements in your vendor evaluation process: