5 Ways You Can Kill Your Automated Marketing

#marketingfails

•  6 years working with marketing automation

•  Marketo Champion and Summit speaker

•  Head of Marketing and Founder of agency

•  Latest fail à

@sjmoody

#marketingfails

Beachhead Marketing offers consulting and applications to help tech firms $1M-50M grow faster •  Workshops on customer acquisition for 2015

•  Marketing automation consulting

•  More info at www.beachhead.io

#marketingfails

RingLead offers easy-to-use yet powerful applications to solve data quality problems in your marketing automation platform •  Clean •  Protect Data Quality Suite •  Enhance

www.ringlead.com

#marketingfails

#marketingfails

What Marketing automation do you use? What failures have you made?

3 kinds of popular personalization fails

The hidden cost of failed personalization

5 ways you can kill your automated marketing

How to heal your automated marketing

will cover these

#marketingfails

3 Kinds of PopularPersonalization Fails

#marketingfails

#marketingfails

I met Tim Cook last weekend,and Tim Burton, and Tim Howard, and…

#marketingfails

If it’s awkward offline,

it’s worse online.

#marketingfails

The worst prison ever!

It kills me just to not know

whether I’m being surveilled.

MND

#marketingfails

#marketingfails

Good off-line Personalization

Fails online

#marketingfails

#marketingfails

Stop asking “How can I help you?” every time I mention your name! I just said you were trash!

#marketingfails

A fragile design fails to mimic

the robust responses�expected from a human

#marketingfails

The Hidden Cost���of Failed Personalization

#marketingfails

Due to irrelevant offers, visitors…

10%

13%

29%

Never visit the website again

Visit the website less frequently

Become less likely to buy product

Categorize emails as “Junk” or “Spam”

54%

45%

68%

Unsubscribe from emails

Automatically delete the emails

Source: Janrain.com

#marketingfails

Cost of irrelevancy

Database  size   Ignore  you   Cost  per  lead   Cost  of  failure  

1,000   680   $50   $34,000  

10,000   6,800   $50   $340,000  

100,000   68,000   $50   $3,400,000    

1,000,000   680,000   $50   $34,000,000    

#marketingfails

The greater the database size is, the greater the costs of

personalization mistakes.

#marketingfails

5 Ways You Can Kill Your Automated Marketing

#marketingfails

“Remember that a person’s name is to that person the sweetest and most important sound

in any language.” –Dale Carnegie

Misspelled names (and tech errors)

#marketingfails

Neglecting the harm of

shallow segmentation.

Assuming the majority

#marketingfails

83% of US consumers consider information collection without acknowledgement as invasive.

Premature familiarity

Source: Adobe and Edelman Berland

#marketingfails

Strangers, friends and evangelists�are not properly segmented and communicated.

Ignoring existing relationships

#marketingfails

LocationPricingOffer

Not clarifying differences in offers

differences �

#marketingfails

How to Heal YourAutomated Marketing

Strategy Gimmick System

#marketingfails

Lack of insight into

customer psychology�

What is the issue?

#marketingfails

•  Only use information that you trust

•  Build up familiarity before trying to impress them

•  Don’t take your customers for granted

How to fix it?

#marketingfails

Dependence on automationwithout a

human touch�

What is the issue?

Example: Obama’s “Hey” emails

#marketingfails

•  Don’t try sales pitches with every contact

•  Show how you relate to their issues

•  Understand the real purpose of personalization

How to fix it?

“Eventually the novelty wore off, and we had to go back and retest.” �Showalter, Director of Digital Analytics, Obama’s re-election campaign

#marketingfails

Database control system does not guarantee

data cleanliness.�

What is the issue?Beware of

WYSIATI bias:���Data decay is

around 36% a year

Source: CRM Clean

#marketingfails

51% of marketerscannot ensure their data

is fresh�

What is the issue?

Source: RingLead’s State of Data Quality Benchmark Report

#marketingfails

•  Set rules on collecting data to reduce mistakes

•  Dedicate resources to update database

•  Customize personalization tools with care

•  Develop an action plan to perform data maintenance

How to fix it?

#marketingfails

beachhead.io/traction-workshop

#marketingfails

Contact steven@beachhead.io

@sjmoody

#marketingfails