It is normal that myths exist about automated marketing since there are companies that carry out bad practices, that choose tools that do not adapt to their needs or that do not design assertive strategies for their use.
These types of situations distort the perception of this tactic and make it difficult for companies to generate the maximum possible profit. I tell you what are the most common myths about it:
Marketing automation is impersonal and invasive
It is believed that when managing multiple databases, it is “impossible” to send personalized content or establish conversations with prospects and clients individually. The truth is that automated marketing tools allow you to:
- Track user behavior to determine which messages are relevant to them.
- Create tags to identify the interests and actions of visitors within your website.
- Integrate CRMs systems to know detailed information about your contacts.
- Automatically insert in the emails, the name, title or institution of your contact.
- Conduct remarketing campaigns.
All these functionalities are essential so that the content, instead of being impersonal, is as personalized as possible.
So it is wrong to think that marketing automation is intended to schedule the same content for all users. Rather, it is about sharing relevant information, at the right time, for a particular person or segment.
Marketing automation is very expensive
There is a false belief that automated marketing is very expensive because it requires investing capital in complex technology solutions and hiring experts in their use.
The reality is that there are marketing automation platforms that offer free features and competitive prices such as Hubspot Marketing and Zoho MarketingHub.
On the other hand, you do not need to invest time in recruiting specific personnel for its use, since most of these tools offer intuitive interfaces and are easy to manage by your marketing and sales team.
Marketing automation is only for large companies
The origin of this myth is related to the false belief that implementation costs are high and that only a large company has the capital to carry it out.
However, the supply of marketing automation software is diverse and adapts to different needs and budgets, making it much easier for small and medium-sized companies to access this technology.
In fact, it is an excellent way for these SMEs to start their business operations since they automate the generation of leads and increase the number of contacts.
Both actions in the long term can increase your conversion rates and a number of sales.
Automated marketing is difficult to implement
It is false to affirm that a marketing automation software is difficult to configure since they have intuitive interfaces and support teams that facilitate the initial configuration:
- Registration on the platform.
- Enter the preferred form of payment, if you opt for a premium plan.
- Dashboard customization based on company data.
- Database import.
- User integration.
On the other hand, marketing automation software offers free educational resources such as guides, tutorials, online courses, and expert advice so that its users can be trained in its use and operation.
Also, thanks to the options of “drag and drop” elements (available in some software), it is very easy to create workflows or mail sequences.
Marketing automation works only for the marketing department
Just as marketing automation helps streamline tasks and execute your marketing team’s strategies, it also helps your sales and customer support team.
Sales professionals can create up-selling and cross-selling campaigns, while customer service professionals can use chatbots and autoresponders to schedule quick responses and clarify questions from prospects and clients.
Similarly, automated marketing is ideal for improving communication and information flow between your teams, since they allow you to manage conversion funnels and move leads between stages.
Thus, the marketing department will be able to identify those leads ready for purchase and send them to the sales area to contact them and finish the process.
Are you interested in implementing marketing automation in your company?
In short, marketing automation has more pros than cons. Contrary to popular belief, its execution is quite versatile and adapts to the needs of each company.
Do you want to implement marketing automation in your company with the help of an expert? Contact us