Marketing Automation For Dummies

Chapter 16

The Top Ten Marketing Automation Mistakes

In This Chapter

Recognizing common mistakes

Avoiding common mistakes

Staying out of big messes

I’ve worked with hundreds of companies using marketing automation, and some have it down. Others find themselves in a giant mess. This chapter shows you the biggest mistakes companies make with marketing automation.

Biting Off Too Much

This book contains hundreds of pages about marketing automation, and this book is just a beginning. Remember this idea when you’re planning your marketing automation strategies. I suggest implementing marketing automation in steps, over a period of time. You’re more likely to know what you want when you do get around to building it if you space your efforts out.

Also, make sure that you don’t promise too much to too many people in your company. Keeping to exact promises can be tricky. You want to be able to show the maximum value that marketing automation can provide to help you make your case for getting the tool. But be careful: If you promise giant gains in every department, you have to deliver. Instead of making promises, set timelines and goals for the various departments, and let people know when ...