We’ve talked about marketing automation on and off over the years. On any number of occasions, I’ve suggested that you use these tools because they can help you get things done that most businesses simply can’t (or won’t) get done any other way. That’s still true. Even so, it’s important to understand that buying and deploying marketing automation isn’t a cure-all.
Marketing automation firm ads like to imply that their tools are the reason that a company’s revenue, lead volume, etc are growing like crazy. One look at these lofty figures tempts you to dive right in, assuming that the automation is going to save your bacon. It won’t.
Some assert that their clients’ revenue has grown by xx percent and try to leave the impression that this happened simply because they turned on their software. Not quite.
You need to understand why I say “It won’t” and “Not quite”, so let’s talk about what marketing automation can do, and what it won’t do. Having proper expectations is crucial.
Marketing automation can and won’t…
Marketing automation is a great thing – particularly when used well. In my mind, the two best reasons to automate your marketing are to improve the consistency of delivery of your marketing message, and to learn what’s working.
It’s easy for a business owner to forget to send a sales email, newsletter, postcard, or follow up email. If you use any sort of customer service software, you know exactly what I mean. Customer service software helps you stay on top of service requests. Result: customers and their needs don’t get forgotten in the chaos of a busy day. Ever gotten sidetracked and forgotten to email a particular group about an upcoming event or sale? The wrong time to figure out that you forgot to send email invites is when you see a small turnout at an event. Improved consistency of delivery makes a big difference.
If a vending machine takes your money and gives you nothing, you wouldn’t put another dollar in it. When you start receiving data proving that certain advertising gives you nothing in return… your decision is similar. You fix it, or you stop using it. Learning what works changes everything. It tells you where to spend and where not to spend. Marketing automation software is pretty good at making that easier.
Marketing automation won’t write emails for you. It won’t make your emails better (sort of – more on that later). It won’t put your marketing on autopilot. Autopilot implies “push one button, take a nap until it’s time to land the plane“. You DO have to set it up and regularly attend to it. However, it won’t make you manually sort through user lists, or deal with a number of manual tasks that none of us have time for. While it can automatically take action based on an event, you have to set that up.
One of the benefits of marketing automation software is that it requires you to DO SOMETHING. When you spend money on something that can send emails at just the right moment, you have to have written and queued these emails. That’s not the same as looking at a fast approaching payroll date and semi-randomly rushing out a marketing email or calling someone to buy an ad (yes, it happens).
Likewise, while these tools can post to social media for you on a day when you’re too busy to do it, you have to have already written and queued that post.
In the presence of automation something interesting happens: we have to be better prepared. The power these tools provide “obligates” you to develop some marketing discipline. That’s what I meant earlier when I said marketing automation tools won’t improve your emails “sort of”. With advance prep and consideration, your email and other messages are certain to become more effective.
Circling back to the “credit” that marketing automation firms claim, well, some of that goes to you. “Accidental” marketing rarely works well, so a portion of the gains from automated marketing are due to better preparation.
Marketing automation won’t save you by itself, yet it’s quite likely to improve results if you prepare well, use the tools, & take action on the data produced. Combined with what’s in your head, these tools will help you find more of the people who need the solutions you offer.