February 27, 2018
Marketing Automation is great, but it’s not all plain sailing so, before you invest, it’s important to be aware of the 7 challenges of Marketing Automation.
Full of power, ability and functionality; Marketing Automation technology enables you to do nothing short of transform the way in which you approach your marketing, customer experiences and future business service.
This power comes at a cost, and we’re talking both figuratively and literally here, which is something that none of the Marketing Automation platform providers mention in any of the flashy collateral and demonstrations they use to entice you to buy.
It’s a genie – once implemented and ‘out of the bottle’, it’s almost impossible to go back. You’ll start to build your entire approach to marketing, selling and customer experiences around the functionality it provides and its integrations with other platforms. There’s obviously risks involved in becoming too reliant on a platform whose development you’ve no control over, but as long as you keep paying and up-to-date with its developments, you’ll have no problems – in fact, you’ll get the added benefits.
Once you’ve been running a system for a significant amount of time and it’s been integrated into your wider technology stack, there could be any number of live campaigns within it that do important things all over your business that aren’t immediately obvious. This can make it harder to develop further or for new team members to be on-boarded.
Not only does getting it up and running, utilising all of the features available, take a significant amount of time, but that time investment will need to continue. Whilst it can automate manual tasks and execution; as your messaging, content and brand evolves – as well as your organisation’s approach, products, or services – you’ll need to change and update the work in your platform. That’s not to mention campaign optimisation, template updates, adding new content.. all of this takes time. Marketing Automation, therefore, doesn’t so much save you time, rather cause you to invest it different places.
Content is the fuel needed to operate the platform. Investing in Marketing Automation, therefore, is a commitment to create not insignificant amounts of content on an ongoing basis into the future. Being able to plug the gaps that you have and enlisting wider support is as important to Marketing Automation’s success, as having the right practical and technical skills for running the tool.
Scoring can really help an organisation to prioritise leads and customers who will bring the best return to your organisation. However, keeping them away from Sales (whether actually or by neglecting to inform them of their existence) can have a potentially negative impact, as there are likely to be some people that, for whatever reason, Sales might want to speak to immediately or who need special attention – one-size doesn’t always fit-all.
Marketing Automation relies on data, so if what’s going into it is dirty, it’s not going to work. If a system can’t see that someone’s a customer, then they’ll be marketed to as a prospect, and prospects who aren’t tagged correctly can miss out on relevant communications based on their industry, job title or interests. This can create an unholy mess and annoy valued customers and hot prospects – weakening the quality of the customer experience (CX) that you’re providing
The biggest risk of all. A poor implementation that doesn’t take into account who you are, what you do, where you want to go and your existing technology environment won’t just make things more difficult, it might seriously damage your business.
There’s many steps that can be taken to reduce the risks and overcome the challenges. Chief among them are:
Bottom-line: there are risks involved, but they can be mitigated, and the benefits of implementing and running Marketing Automation technology will far outweigh the potential downsides.
Get in contact with Superfluid today to find out more about Marketing Automation, how you can implement it successfully, and how we can support you with it into the future.