January 2022 Meetup - Marketing Automation Mistakes and how to avoid them
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The document outlines the agenda for a VBOUT community meetup focusing on common marketing automation mistakes. Key topics include the importance of proper planning, avoiding too many or too few workflows, effective segmentation, and the need for multichannel strategies. Solutions to these issues, along with an emphasis on actionable metrics over vanity metrics, are presented to enhance marketing effectiveness.
January 2022 Meetup - Marketing Automation Mistakes and how to avoid them
- 2. THE VBOUT COMMUNITY 20K MEMBERS - 7 YEARS
- 3. Agenda 5:00 – 5:15 General Intro 5:15 – 5:50 Marketing Automation Mistakes 5:50 – 6:00 Q&A
- 4. Marketing Automation Stack Simple Interface The VBOUT Stack Great Price Premium Support
- 5. 10+Core Tools Working Together Integrates well 1. Landing pages 2. Forms 3. Popups and site messages 4. Lead tracking 5. Automation sequences 6. Email campaigns 7. Social media listening 8. Social publishing 9. Retargeting 10. Analytics 11.Pipeline management 12.Calendar booking The VBOUT Stack
- 6. Visual Automation Builder Full Product Video Tour
- 7. Lead Data Platform Full Product Video Tour Owning First Party Cookie
- 9. Outline 1. Why marketing automation is important 2. Marketing automation mistakes 3. How to avoid these mistakes 4. BONUS: MA Masterclass free access + MA by industry
- 10. Join our Facebook Group www.facebook.com/groups/joinvbout
- 12. Marketing automation drives a 14.5% increase in sales productivity and 12.2% reduction in marketing overhead. Source: (Nucleus Research) Why marketing automation is important Source: Aldestra What are the most important OBJECTIVES of a marketing automation strategy? Optimizing productivity Increasing marketing ROI Improving campaign management Improving database quality Acquiring more customers Measuring performance Aligning marketing and sales 43% 41% 40% 39% 39% 24% 37%
- 14. Global marketing automation technology forecast (17 – 23)
- 16. 1. Not having a proper plan • One size doesn’t fit all. • Executing successful marketing campaigns requires previous and careful planning.
- 17. • Have a proper plan. • Learn the best time to send your campaigns. • Learn from previous campaigns. 1. Solution
- 18. 2. Too few workflows • Your leads and customers will forget you. • You’re missing out on a nurture opportunity.
- 19. 2. Solution • Build workflows that are appropriate to your industry and each target segment.
- 21. Example #2: Cart Abandonment
- 22. Example #3: Win-back campaign
- 23. 3. Too many workflows • Can become spammy too quickly. • Too many workflows can cause messaging overlap.
- 24. • Test all triggers and actions before launching your automations and make sure they don’t overlap with other automations. 3. Solution This Photo by Unknown Author is licensed under CC BY-NC-ND
- 25. 4. Sending the right content to the wrong persona • Not having the right personas may lead you to execute your campaigns blindly. • Lack of segmentation even hurts your reputation.
- 26. • Building your proper buyer personas helps you create relevant marketing campaigns from emails, messages, web pages, landing pages, ads, videos, etc… Use buyer persona tool. • Organize your content by persona and stage. Download Content sheet 4. Solution
- 27. 5. Wrong configuration of triggers and filters • Many marketers may end up setting wrong triggers and filters when building their workflow automations. • For example, they might use the wrong trigger or filter criteria that prevents automations from executing. !!!
- 28. 5. Solution • Learn the tech well! • Know your data architecture better (custom fields and qualifying data). • Lean on support for a second look.
- 29. 6. Focusing only on one channel • Email marketing as a sole channel would leave a great opportunity behind. • A major part of your target audience might be not active using emails. • You may experience spam issues, soft bounce and hard bounce.
- 30. 1. Go Multichannel. 2. Understand the dynamics of each channel, like email vs SMS, vs web push, etc... 3. Use existing data patterns from your first party cookie for better retargeting. 6. Solution
- 31. 7. Poor tracking on website and analytics • Some marketers focus on vanity metrics instead of relying on actionable KPIs. • Vanity metrics don’t determine the entire performance of your campaigns. • All your money spent will be wasted without a proper measurement of analytics.
- 32. • Determine the main KPIs that are required. • Focus on actionable metrics. • Track each stage of your sales conversion funnel (Awareness / Consideration / Conversion / Loyalty). 7. Solution
- 33. VS Vanity Metrics • Don’t indicate your real performance and determine your marketing strategy • Number of social media followers • Email open rate • Landing page visits • Average session duration • Number of page views Actionable Metrics • Used to make data-driven decisions about budget and optimization and relate particular actions to specific outcomes • Revenue and cost per sale • Social referrals and engagement • Site engagement • Call sources and conversions • Landing page conversions • Cost per lead • A/B Test results Vanity metrics vs actionable metrics
- 34. 8. Silos between marketing and sales • Poor nurture leads to low closing. • Isolating sales from marketing leads to a huge loss in sales.
- 35. • Use automation to better nurture leads. • Have the right lead flow and connect to your CRM properly. 8. Solution
- 36. 9. Bad lists hygiene • Most marketers worry about quantity over quality of leads. • They do not have a proper sunset policy, list maintenance process or reactivation plan.
- 37. • Create a list maintenance and reactivation plan. • Understand sender reputation and how to be compliant. • Explore more metrics, like conversions, CAC and LTV. 9. Solution
- 38. 9. Example
- 39. Bonus
- 40. VBOUT Academy - Link
- 41. Link
- 42. Link
- 43. Link
- 44. Link
- 45. Link
- 46. Link
- 47. Link
- 48. THANK YOU!
Editor's Notes
- #10: 1. Why marketing automation is important Marketing automation stats marketers should know 2. Marketing automation mistakes The major mistakes that marketers might make 3. How to avoid these mistakes Major practices marketers should be aware of
- #17: One size doesn't fit all; some marketers may initiate campaigns blindly and randomly without determining their customer personas and segmenting their audiences. Executing marketing campaigns requires previous and careful planning; otherwise things will not go as expected.
- #18: Set a clear plan which requires identifying your target audience, using proper segmentation, taking advantage of integrations, content material, automating workflows, etc… When blasting an email campaign for instance, identify the best sending days and times according to previous data. Check previous campaigns that have been sent at a specific date and time and shown higher engagement than others and try to resend future campaigns accordingly. Same applies to social media, ads, etc…
- #19: Not properly engaging with your leads would make them forget about your business and check another brand. Even your customers may leave if they aren’t being reminded why you are the authority in the space and will most likely go to your competitor who is more active. You’re missing an opportunity to nurture your leads and convert them throughout the funnel.
- #20: Build workflows that are appropriate to your industry and each target segment; for instance: New signups should be enrolled into an onboarding sequence. Cart abandoners should be added to FB audience for retargeting and receive a message encouraging them to complete their purchase order. Purchasers should be sent a confirmation email and removed from automation with automated follow-ups. Subscribers should get holiday emails. Non engaged contacts should be targeted with re-engagement campaigns.
- #24: Automated workflows for different target segments that suit each stage of your customers journey is critical but building excessive workflows and automated messages would bother your audience and increase your unsubscribe rate. Also too many workflows may cause an overlap in the system that you’re using and the risk for complications is likely to be higher; (i.e.: workflows may interfere with each other and customers may receive irrelevant messages.)
- #26: Not having the right target personas for your businesses is like driving a car without knowing the destination. Lack of segmentation hurts your reputation and cause your contacts to unsubscribe; for example, sending an email asking people to upgrade on their 1st day of trial or asking your paid customers for a 14-day trial.
- #30: Email marketing is critical to communicate with clients but using it solely without leveraging other channels would leave a great opportunity behind. A major part of your target audience might be less active using emails and more active using other automated messages. Beside some of your contacts who might be inactive, you might experience spam issues, soft bounce, hard bounce which would also interrupt this way of communication.
- #32: Some marketers focus on vanity metrics for website, social media, email marketing, automation and other campaigns while they ignore actionable metrics. Vanity metrics are easier to be obtained and analyzed but they are minor comparing to actionable metrics in determining the entire picture of your marketing campaigns performance.