Are You Misusing Your Marketing Automation Platform?
Marketing automation platforms have become increasingly popular as they cater to the needs of all business sizes. Small businesses have the ability to run complex campaigns, and large businesses can connect with each of their customers in a personalized way that may not be achievable manually. Having said that, marketing automation platforms can be costly if not used correctly. Chris Bucholtz states five different ways marketers can misuse this technology. One problem? “Everything goes to everybody, all the time.”
Understand who you’re trying to reach and create content appropriate to that audience. Then, use the technology at your disposal and your audience understanding to segment your list and send the appropriate content to those customers and prospects. They’ll get fewer offers – but the ones they get will be much more on target. Instead of tuning you out as a source of noise, these prospects are more likely to read content because it’s about them, not about your entire customer base.”
Marketing automation may seem like a timesaver and a logical solution for handling customers, but if you don’t use the platform correctly, you could actually be making costly marketing decisions. So before you log into your Marketo or Pardot account again, read up on these five common mistakes you could be making.
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