7 CRM Automation Mistakes You Need to Stop Making

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7 CRM Automation Mistakes You Need to Stop Making
by Marketing

CRM marketing automation mistakes, while inevitable, can range from simple logic errors to glaring oversights that can ruin your campaign or blemish your credibility. While some slip-ups may make you want to pull out your hair in frustration, others can derail all your campaign efforts. So, before you go about automating your marketing, here are some of the most troublesome marketing automation traps that you should stay clear of at all costs.


Mistake #1 CRM marketing automation without first developing a plan


Where are you going wrong?


If you jump right in without mapping out your marketing strategy, you’ve already made your first mistake. While automation solutions are constructive, going full-steam ahead without testing or planning will lead to more headaches than you can handle. 


To succeed, you must build your campaigns around effective and efficient workflows. But if you haphazardly lay the foundation of your marketing automation, you’ll not only struggle to deliver desired results but also likely spend more in the long run. 


How to prevent it?


Before you start automating your marketing, it’s essential to have a clear idea of:


  • what you want to achieve, and
  • how your chosen automation software will help you get there


For instance, if you want to create ad campaigns that generate leads for your startup, you’ll need a completely different strategy than if you’re going to increase engagement for your email newsletter. 


Mistake #2 Viewing marketing automation solutions as silver bullets capable of acting alone


Where are you going wrong?


Marketing automation software is a powerful tool that can save you a great deal of time and effort in your marketing endeavors. However, just because you can automate a campaign doesn’t mean that you do not have to exert effort to be effective. 


Those who think that all they have to do is configure the automation software and then let the solution work on its own have it wrong. Without human supervision, your automation solution is just as likely to waste your money on dead ends as it is to generate new leads.


How to prevent it?


Automation is changing the face of marketing and will continue to do so, but without human input and guidance, the technology will be a fruitless endeavor. For example, automated keyword and SERP analysis tools may help you narrow down which search phrases to target and then feed that information into another program that generates a copy for you. But, no technology is sophisticated enough to polish the generated content and publish it on the relevant channel without an experienced professional. 


That’s why it’s essential to keep tabs on your automated campaigns and tweak them when needed. You can’t just “set it and forget it.” If you let marketing automation take the helm, your movements are doomed to failure. Automation tools can help you achieve great things, so long as you have humans steering the ship. 


Mistake #3 Adopting CRM marketing automation software too early


Where are you going wrong?


It may be tempting to fire up your automation software and go full throttle, but you need to do some prep work before using it. Marketing automation isn’t something that you should rush. Especially when you’re working for an up-and-coming startup or just getting ready to launch your very first campaign, it’s better to focus on the basics first. Once your inbound marketing tactics are firing on all cylinders, you’ll be in an excellent spot to consider automation. 


How to prevent it?


Marketing automation is a great thing, but before you start making this specialized piece of software do all the work on your behalf, you have to make sure you have a well-rounded inbound marketing strategy in place.


Don’t aim to build automation right from the beginning. Instead, move forward with one goal at a time. It will help if you focus on building traffic by using email, content, and social channels. This will give you a solid base for growth before you move on to automation. As soon as there are enough breadcrumbs within your sales pipeline, you can begin automating. 


Mistake #4 Blasting out irrelevant automated campaigns in large batches


Where are you going wrong?


While it can be tempting, please don’t go overboard with your marketing automation tools, as they can quickly turn from being a boon to a bust. Just as purchasing large, generic email databases leads to a high churn rate, blasting out huge volumes of generic material with little regard for your customer’s individual needs is a tactic guaranteed to fail. Over-messaging your customers will lead to them unsubscribing, which will in turn tank your brand’s engagement rates.


How to prevent it?


Sending out bulk marketing campaigns is a terrible way to utilize marketing automation. If anything, the beauty of marketing automation is that it helps you send more ‘not sales-y’ emails by adding insightful, personalized elements to your messages


Instead of broadcasting mass messages, you can optimize your automation tool to deliver unique messages based on user actions. So, for instance, you can create a trigger to email when someone abandons their cart or signs up for a new service. Slack’s welcome emails are a great example of how you can score big with targeted automated emails. The platform sends newly registered users an instruction-filled welcome email to help them get started.

Mistake #5 Failing to do enough testing and optimization 


Where are you going wrong?


Marketing automation software uses a series of pre-defined triggers or algorithms to automatically deliver personalized email campaigns to a company’s user base. Many of these campaigns are of a repetitive, ongoing nature in your funnel software. However, few users optimize their marketing automation software to maximize its effectiveness. Most marketers fail to test their automated campaigns, even though the underpinning system makes this very convenient. 


How to prevent it?


There’s nothing quite like the feeling of coming up with a marketing idea so ingenious that you get excited even thinking about it. But despite all your best intentions, there is no sure way to determine if your idea is a success until tested. Testing your automated campaigns is crucial when it comes to improving the performance of your strategies. The more you try, the better informed you can be about how changes will affect campaign success. 


A/B testing is a great way to make your automated campaigns as applicable as possible. It provides the opportunity to test multiple versions of a single piece of marketing. Using this approach, you can determine which variation will yield the most positive user experience. But don’t test more than one variable at a time when you are trying to figure out what the real problem is.


Mistake #6 Assuming CRM marketing automation is only suitable for sending emails


Where are you going wrong?


Sure, email is a big part of marketing automation, but you should be taking advantage of the platform to automate other parts of your marketing as well. Emails scratch the surface of what marketing automation tools can do for you. 


How to prevent it?


Marketing automation can be used to manage and deploy a range of marketing tactics that go beyond email. To get the most from your investment in marketing automation software, make sure you leverage the multitude of features available at your disposal. 


Take time to master your chosen platform’s different uses and learn how to maximize its potential. See, for example, how Sprout’s automated publishing suite enables users to manage their social media posts across all platforms from one location. 

Mistake #7 Fixing your attention on the wrong metric


Where are you going wrong?


When considering the success of your marketing automation, it’s easy to obsess over one metric that has proven to be high-performing. However, numerous factors may contribute to the success of your marketing automation, and many of them may not be immediately apparent. 


For example, let’s say you have two campaigns. One has an open rate of 60%, and another has an open rate of 40%. Now, if you’re keeping score based on open rates, it may seem like the first campaign was more effective. That is until you look at the click-through rates and realize that open rates are just one piece of the puzzle. 


How to prevent it?


Don’t let a single metric distract you from the big picture. Picking the metrics that have some real bearing on the results you’re looking for is crucial for the success of your strategy. By keeping track of both qualitative and quantitative data, you can ensure that your automated campaign is on point at all times.


Automating the process of leads to loyalty


Marketing automation is fast becoming the darling of SMEs. Unfortunately, many are quick to adopt it without fully understanding how to employ the technology. You may be reeling from a few subpar sales, but that doesn’t mean that your marketing automation software isn’t working. It just needs to be configured correctly for success. With the right approach and a little bit of insight into what not to do, these tools can help you be more productive and set your team up for triumph.  



About the Guest Blogger:

Ahmad Benny is a London-born lover of technology, e-commerce, and digital marketing. He loves learning, researching, and curating value nuggets to save businesses time, money while achieving goals.