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Demystifying the Marketing Automation: The Ultimate Debunk

Pretty much every industry in the world is now thriving thanks to modern technology. When it comes to businesses, automation turned out to be a game changer. From marketing automation to CRM automation to content marketing automation, you can find tools for every business process there is.

However, it didn’t take long for myths to make their way into the paradigm. As it happens with all popular things, marketing automation myths have become a real problem, especially for new business owners looking into automation options for their business growth.

myths among audience

As your well-wisher, I can’t let your marketing efforts go to waste just because incompetent people believe in urban legends. In this post, I’ll debunk the most common marketing automation myths out there. After you’re done reading, you’ll know exactly what automation software can do for customers as well as companies deploying them.

What are Marketing Automation Solutions?

Before I bust marketing automation myths, you need to know what marketing automation is in the first place.

Automation, in general, refers to automating processes and workflow to achieve predetermined goals. Marketing automation is when a marketing strategy is run to service both new and existing customers without constant involvement by marketers.

Marketing automation software allows marketers to automate various marketing processes like email marketing, lead generation, social media posting, running campaigns, and lots of other tasks. The primary goal of marketing automation is to get rid of repetitive tasks so that the marketing team can focus on customer retention.

With that said, let’s not waste any more of your time and get right to the myths that can ruin a good marketing strategy.

Demystifying Marketing Automation Myths

Different schools of marketers approach any challenge in different ways. How marketing automation helps businesses depends on what marketing tasks must be done to ensure proper customer experiences.

I believe the main reason behind the rise of marketing myths is the use of inappropriate tools. A marketing automation solution is supposed to automate marketing activities, not HR or CRM activities. Sure, there are all-in-one tools but the majority of solutions are designed for specific purposes.

Here are the most common marketing automation myths I’ve seen in the past few years. There is no particular order to this list so there’s no better or worse among the many myths.

Automation Makes it Difficult to Control a Campaign

Well, this sounds very counterintuitive if you ask me because the whole purpose of marketing automation is to streamline the campaign results. I believe this myth stems from the elaborate dashboard settings modern marketing software provides. It’s normal to be intimidated if someone has never used any automation software before.

difficulty in automation

But that doesn’t mean marketing automation software makes the campaigns harder to control. In fact, it’s the opposite. But I’ll admit the learning curve. Once you’re past that, you can expect very granular control of your marketing funnel without spending hours at a time on the tools.

When you become the master of automation, you’ll be able to tweak your controls across different channels without compromising customer experience in any way.

With automation, Everyone Gets the Same Performance

While it’s true that all marketing automation platforms offer more or less the same features, what matters is how you use them.

One of the common marketing automation myths is that every business that adopts marketing automation gets the same results. It’s just not true. It’s also not possible because every business is different and they target different consumers.

all companies get equal sales

There’s no objective way to measure the “performance” with so many variables in place. Different businesses will enjoy different impacts marketing automation makes as long as they target the right audience and design a coherent customer journey.

Automation Can’t Adapt to Changing Environments

This one is quite ridiculous if you ask me. Most marketing automation software today are cloud-based and backed by an impeccable team of developers analyzing trends around the clock.

Every time there is a paradigm shift in the industry, you can expect the software to update. For example, if a new method to nurture leads makes the scene, all providers will roll out updates to reflect that.

automated processes cannot change

At the same time, if you want to make changes in your business environment or change business goals, the software will let you do that. Many businesses scale their sales teams over time to account for the increasing customer base. To combat scalability issues, marketing automation platforms offer different subscription tiers. When small businesses run out of available resources, they can simply upgrade the tier to a better one.

Marketing Automation Is Expensive and Complicated

While it’s true that marketing automation expenses can total a massive amount, it’s usually the case for large enterprises. Small and medium businesses don’t have to spend nearly as much to develop brand loyalty.

Another scenario where expenses can go out of hand is when a company has lazy marketing practices with no defined goals and strategies. When you don’t have a clue about where to spend, it’s not uncommon to spend unnecessarily.

automation is expensive

My experience with marketing automation has always been smooth. All of the tools I’ve used over the years are known for their scalability and customizability. As long as you’re using solutions from reputable providers, the cost of running automatic campaigns isn’t out of the ordinary.

That leaves another aspect of the myth, complexity. Again, it’s not uncommon for large enterprises to build very complex workflows to solve their marketing problems. But in most cases, you’ll get away with a user-friendly marketing tool.

Marketing Automation Generates Instant Results

No, it doesn’t. If manual tasks can’t generate instant results, what makes you think automation can? The purpose of automation is to streamline time-consuming tasks like designing landing pages, sorting through qualified leads, and designing email campaigns. What it’s not supposed to do is fast-forward success.

After companies deploy resources to take care of marketing needs on autopilot, they can expect efficiency across the board. For example, the sales team doesn’t have to interact with operations to draw updates on the customer’s lifetime value. Automated messages can save time on the customer support front.

But success will only come when it’s due. Success requires customers to believe in the business before purchasing. Needless to say, it takes time to build trust on the internet.

Automation is Only Good for Email Marketing

This is a very common one. I’ve personally met people who believe that marketing automation is only good for email. It doesn’t add any more value to businesses or customers. Needless to say, it’s not true.

From data collection to lead scoring to strategy design, automation can do wonders across all business processes. I’ve successfully used the solutions for sign up forms, social media, and plenty of other aspects of my businesses.

FAQ

What are the myths about marketing automation?

Some common marketing automation myths revolve around extreme complexity, affordability for small businesses, limited scalability, reduced compatibility, etc.

How does marketing automation affect business performance?

In positive ways only. Automating marketing tasks like email marketing or lead scoring improves how customers receive a business. It also saves time to optimize the entire system by eliminating inefficiencies.

What’s the best book on marketing automation?

Well, it’s not my place to declare a marketing automation book as the “best”. The best I can do is share my favorites with you. Marketing Automation Foundation: Eliminating Unproductive Marketing and Marketing Automation Unleashed: The Strategic Path for B2B Growth are 2 of them.

What problems does marketing automation solve?

Marketing automation typically targets common issues for companies like lack of resources, overwhelming marketing needs, low customer lifetime value, lack of visibility, etc.

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