At the beginning of 2017, we shared the B2B marketing trends for this year. This showed that only a small group (30%) of Dutch B2B marketers are using marketing automation. And that while marketing automation is still one of the spearheads in B2B marketing. So why is marketing automation not yet deployed by all B2B marketers?
If you've been following us for any length of time, by now you know what marketing automation is (if not here's a little reminder). Just like probably the rest in B2B Netherlands. So the reason it's not being deployed is not because people don't know what it is. The problem lies in not knowing HOW they should deploy it. B2B Netherlands still struggles with Marketing Automation
It goes wrong with the reason people give for why they want to use marketing automation: "to collect leads." The confusion is understandable, but marketing automation only starts when you already have the lead. In other words, as soon as a lead leaves his/her information in a form, marketing automation starts.
Without data, no marketing automation.
To collect the leads, deploy other channels, such as advertising with landing pages, social media or your website.
Second, there is a misunderstanding about which software should be used to apply marketing automation. Too often we still see companies using their email marketing software for this purpose. Not crazy thinking, since e-mail is the driving force in marketing automation. Many e-marketing software including mailchimp already extend applications for automated campaigns. However, this software is too limited if you want to use marketing automation effectively.
We use SharpSpring to apply marketing automation. SearchUser is a Platinum partner of SharpSpring. It is one of the fastest growing marketing automation software companies. Last year SharpSpring was even voted the best marketing automation software.
Perhaps companies don't have the capacity, resources, knowledge or skill to get started with marketing automation either. Perhaps you get no further than sharing content → collecting data and generating leads → running campaigns until the leads are customers → and only then sending emails and building a relationship.
Which of course is not wrong, but can be done faster (with marketing automation). However, the software has many functionalities which makes it complex to set up good campaigns without the right knowledge.
So there is a misunderstanding somewhere within B2B companies about the theory and practice of marketing automation. If you don't understand the theory well, you are likely to fail in practice.
You know your organization is suitable for marketing automation, but getting started with marketing automation without a concrete plan doesn't work. In short: realization fails.
You get frustrated, find that marketing automation doesn't do what you expected and can't find the right application. Bummer!
Too expensive; A marketing automation software can be pricey;
No time: MA requires a lot of content and many companies do not have enough time/people to create this content;
There should be a collaboration between the management, marketing and sales departments for marketing automation to succeed: this collaboration is not feasible in every company.
So what do many companies do?
Standing by.
B2B Netherlands wants to, but is still struggling.
Do you recognize yourself in this? Let us help you!
Write a concrete plan with specific goals and requirements. We can help you implement marketing automation next. Contact us.
Or request a demo of marketing automation right here!
