8 Mistakes To Avoid When Doing Marketing Automation

Marketing automation is not an easy task to excel in but if you do, boy oh boy can it bring your business more reach, more leads and more revenue with a lot less manual effort. Especially if you are new to marketing automation, it can feel quite overwhelming. Read on to learn how you can maximise your marketing automation efforts with these 8 top tips.

1. No Persona

Identifying and building out your buyer persona profiles should be your first step before you even begin marketing automation. Remember marketing automation is a set of automated emails, SMSs, tasks and CRM updates created using a software. 

So if you want to build a marketing automation strategy, you need to know what the end goal is, who you’re targeting, how to qualify them at every stage of the buyer’s journey, why you’re doing it and then what needs to be done.

2. No Goal

It may seem obvious to have a goal but I actually find a lot of marketers not understanding or seeing the bigger picture goal when doing marketing automation. The spray-and-pray approach becomes a really big problem as you use marketing automation to scale. You might (and very likely) end up doing tactics without a strategy. 

If you aren’t clear about your goals, it becomes difficult to create a lead qualification process, create gated offers to ascend prospects to the next level and measure success. I highly recommend using this as your guide when building automations.