Yes, automation marketing is cool, but it has its own issues. More over, B2B companies are the ones that have a hard time when it comes to establishing automation marketing rules.
Wait a min… what are automation marketing rules?
Ok, let’s slow down. Basically, “automation marketing rules” means the process in which technology and outputs will respond to users.
That means that, whenever “some action” is triggered, these rules will “tell” your automation marketing platform which content or message will be sent to that specific user.
But, as we stated previously, getting along all these rules may be a hard task, and that’s mainly for 3 principal reasons we previously saw pretty well explained from Andrew Davies at Econsultancy:
Marketing automation rules do not adapt to constant changing contexts
The nature of this rules is that once activated, they remain that way until you manually approach to deactivate ’em. That basically means that they are not adaptive and they do not learn from results.
Marketing automation rules cannot cope with the reality that prospects are continually evolving in their needs… and yes, that’s quite a bummer.
The are some complex buyer journeys…
The basic feed of marketing automation is logics, or mainly “preset logics“:
If A happens, then do B. If A does not dot happens, do C.
In a B2B context, the buyer journey is much more complex than the usual automation marketing preset, in which the traditional purchase-funnel theory reigns.
So basically, we can enter a context in which if A would happen, it could be C, D, CD or DC.
You’ll need more peeps in your team (and that’s expensive)
Ok, this can be a little tricky. We once stated that having an automation marketing strategy would mean for you to reduce your staff, but in the initial deployment that’s not really true.
if you’re willing to make your automation marketing rules as smart as possible, you’ll need from a marketing manager to a database expert; and be patient, as it will take time to see real return of investment from hiring people and technology purchasing.
What to do? Start identifying the output of these 3 problems within your automation marketing rules. We’re willing to share with you our own thoughts about how to solve or reduce these problems, but in the meanwhile we would love to see and hear your thoughts!