44% of marketers who don’t use Marketing Automation have no idea what it is and what purposes it serves. A lot of myths surround that set of tools: that it delivers mechanic, robotic communication, that it’s difficult in use and expensive (designed for big rich market players)… But these false judgments come often not (only) from lack of knowledge, but from fear: fear of change, of having to rethink whole strategy, of pains of process of learning. We respond to that doubts, basing on our background and our customer’s experiences.
1. Marketing Automation is too expensive for me. Case of small companies
MA is not a luxurious last touch making website perfect beyond imagination, whim which only the biggest (and the richest) can afford, but a functional tool for communication with your customers. Soon it will become a standard and in a couple of years it will be hard to imagine internet without personalization and automation.
Does it have to cost much? Not exactly. For example in SALESmanago fee depends on amount of contacts, so it’s affordable for small company with relatively little number of visitors.
2. Marketing Automation requires knowledge and skills. Learning the system
Marketers are afraid of confrontation with system: that it will prove too difficult, too complicated, that they will pay for it and won’t be able to use it. MA platforms require effort: it takes time to master all the options. For grasping basic features one – two months are needed, according to our clients.
On the other hand SALESmanago is very intuitive system and in case of any problems our clients are supported by experts from customer service.
3. I don’t want impersonal, robot – style communication
Shape, content and frequency of your communication is always your concept. MA systems don’t take control over your contact base and don’t start to send automatic “BUY NOW 50% OFF MUST” emails to everyone three times a day. Actually you need base segmentation, Lead Nurturing, personalization and dynamic emails to make customer feel treated individually. And thanks to MA you will learn much more about who you customers really are.
4. I don’t need Marketing Automation! What about niche businesses?
“I know my customers and their needs well without any systems!”
“I run a niche business and I can do everything on my own”.
That situation won’t last forever. Customers will get enough, organic inflow of new ones will be too small. Competitors will come to your small, nice and cozy niche. Therefore always, when things run smoothly, you should consider further development.
Marketing Automation gives you new tools to offer high quality service to bigger amount of customers, thus leaves you more time for creative work. This one you cannot automatize – on the contrary to sending emails.
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