Did you hear the one about the call coming from inside the house? Or the one about the vanishing hitchhiker? Urban legends endure in every culture, much like myths about marketing automation. And just as urban legends can make you not want to do certain things like being home alone or doing a kind deed for a stranger, marketing automation myths can make can make you not want to start using or expand your usage of a very beneficial technology. Below, we bust some of the most popular marketing automation myths, so you can separate fact from fiction.
1. Marketing automation is the same as email marketing. Perhaps one of the most pervasive myths about marketing automation is that it’s the same as email marketing. While email marketing is an important component of marketing automation systems, these powerful platforms go well beyond email marketing in terms of features and benefits. Features vary by individual platform, but in addition to email marketing, marketing automation solutions often include nurture marketing, web intelligence, landing pages and forms, SMS messaging, lead scoring, social marketing and more. If you would like to learn more about the advantages of marketing automation, download a free copy of our Growing Beyond Email Marketing eBook here.
2. Marketing automation is impersonal. The word “automation” doesn’t do the technology any favors, but marketing automation is a great way to personalize your marketing and cater to the preferences of your prospects and customers. With a variety of essential marketing tools at your fingertips, marketing automation allows you to send the right message to the right person at the right time – and via the right channel. If, for example, you have customers that prefer SMS to email, you can deliver on that preference and be more personal in your communications with marketing automation.
3. Marketing automation is too complicated. It’s true that some older solutions were clunky and difficult to use, but many marketing automation systems are now streamlined and designed to be easily used by business users, not just technical personnel. In fact, that’s one of the biggest benefits of marketing automation for marketing and IT departments alike. IT resources don’t need to be taxed by managing another piece of technology, and marketers have a higher degree of autonomy and efficiency by being able to utilize and manage the system themselves.
4. Marketing automation is too hard to implement. The truth is that this myth can sometimes be a fact, but it certainly doesn’t have to be. The first step in a successful implementation begins well before implementation itself. While there are many factors to weigh when choosing a marketing automation solution, the level of integration is critically important to consider. While some marketing automation platforms can be used without being connected to a CRM system, integration between the two solutions maximizes the power, effectiveness and value of each throughout an organization. Get more tips for easy marketing automation implementation here.
5. Marketing automation is just for marketing. Despite the name, marketing automation isn’t just for marketing anymore. It can help drive sales, build customer loyalty, facilitate more effective communication with internal audiences and more. Think of an audience or a business goal, and there’s a good chance that marketing automation can help you connect with who you want to reach or accomplish what you want or need to achieve throughout the buying cycle.