About the biggest mistakes that B2B startups make with marketing automation
(Co-written with Lilach Bar-Tal)
If I only had a nickel for every time I heard someone put all their chips on a single marketing automation system…
As a startup marketer on demand, I constantly advise clients about if, when, and which marketing automation to implement.
Two main points are usually raised:
1. Customers fear of a complicated, expensive and tiring implementation
2. There’s a lack of knowledge regarding what can be done without automation, what it’s needed for, when you can no longer do without it, etc.
But all along, the discussion is surrounded by great expectations (as if this tool is a whole marketing operation in code) and a strong desire to rush, without truly understanding whether it’s the right time, what specific capabilities are needed, or what the true implementation effort will be.
This is often due to the fact that marketing automation is defined as ‘a must’ in many organizations, and possibly because startup pros, when talking and meeting with many marketing agencies, constantly hear that they cannot run marketing campaigns without a marketing automation system.
In this article, I’ll share my two cents about choosing and implementing marketing automation systems in B2B startups (hint: it’s not that complicated, and timing has a lot to do with it). I will also mention some common mistakes I often witness entrepreneurs make in this sphere.
