Debunked Marketing Automation Myths Might Save your Business

Debunked Marketing Automation Myths Might Save your Business

Marketing automation refers to software platforms and technologies designed for marketing departments and organizations to more effectively market on multiple channels online (such as email, social media, websites, etc.) and automate repetitive tasks. Wikipedia

Oftentimes the word ‘marketing automation’ is tied up to the word ‘robot’ or something that lacks human touch. We may have heard a lot of horror stories about marketing automation and its exaggerated abilities to become independent from human interaction. There are assumptions that automating social media posts lessen the personal touch or it may arise to productivity problems to employees.

No wonder it has created such bad impression to some marketers that it prevented them from using it. Like any marketing strategy, marketing automation has its downfalls. Most especially when it is misused by humans, particularly by marketers.  

But amidst these stereotyping, what’s the real story about marketing automation?

Hubspot listed myths that throw marketers into a state of mental uncertainty about marketing automation:

#1: A popular myth about marketing automation is that marketers abuse automation and leave engaged visitor responses hung out to dry.

Marketing automation needs constant care for it to work effectively. Relying too much of the work to the tool will surely create a problem in accomplishing your goals. Spill out creativity when writing your social media post, incorporate it with with relevant and popular hashtags and let the automation work begin and let it end there as well. It is still your responsibility to follow up and engage with your audience.

Related: The BEST Answers for Frequently Asked Questions in Marketing Automation

#2: Many people believe marketing automation is a lazy way of tackling your content publishing or email campaigns.

You need to be aware of what you’re saying at all times, across all channels, and how your scheduled content could affect your company if it’s left unmonitored or unchecked. Going back to number 1, it all boils down to the human accountability. It is essential that the other tasks should not be taken for granted.

Afterall, that’s why you had it in the first place, right? To allot some time to much important tasks.

Related: Callbox Multi-Channel Marketing Program and Marketing Automation Platform: Partnering for 33% Sales Increase in Sydney IP Services

Now are you ready to take your leap of faith to marketing automation?

Here’s an infographic to convince you even more.

marketing automation

You’ll never know, it might just save you from the next sales freeze out.

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Cost Efficient SEO Marketing? Is That Even Possible?

Cost Efficient SEO Marketing? Is That Even Possible?

Online B2B lead generation is pretty much a pain in the neck for many marketers.  For one, tracking important metrics and adjusting your campaign to improve conversion rates is a tough job. Coming up with an effective strategy on the other hand is much more complex, considering fluctuations in market preferences.

But all this hard work pays off in the long-run. Having an efficient system for generating B2B leads can cause an increase in revenue and ultimately realize long-term goals. All it takes is to optimize your online presence by developing what is often referred to as the bane of online marketers – SEO.

As much as you want to realize important objectives, SEO will always stand in your way. Of course, it is important for driving web traffic, but it poses the greatest lead generation challenges for B2B marketers. It is not surprising that Marketing Sherpa listed SEO as one of the most difficult tactics to execute, but also highly effective. It would, however, entail a lot of expertise in handling SEO data to guarantee a high rate of ROI.

Given these contradictions, marketers will need to harness SEO effectively for better profit gains. But how can that be possible?

Quality content.

Every online marketer knows that SEO is all about keywords. But the thing is quality is also top priority. Sure, you can feed your blog articles with keywords in a desperate attempt to hike up your visibility. But take note, Google has a strict keyword stuffing policy. You will need to tone down on keywords and instead focus on presenting high value information to your audience.

Related: The Reasons for a Collapsing Content Strategy

Web traffic calculation.

It is also important to measure the amount of site visits. Keeping tabs on this metric enables you to determine whether your online lead generation platforms are producing as expected. Low web traffic can be attributed to poor web visibility, which can stem from poor optimization and low quality content.

Related: The Advantages of Using Mobile for B2B Lead Generation in Australia

Improve accessibility.

Search traffic is an essential metric to understand as subtle changes can mean that your campaign is either gaining or losing in terms of generating B2B leads via search marketing. Focusing on your search traffic percentages can help in improving accessibility.

Related: Protect a Business from Sinking using this 5-Step Formula

Keyword conversions.

Finally, keyword ranking and demand comprise the core of SEO as they are factors in web visibility. Also, terms indicating high conversion rates indicate the need for landing page optimization to drive higher search traffic volumes. Considering this will fill your sales pipeline with the right B2B leads.

Related: The 4 External Reasons Why B2B Marketing Campaigns Fail


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The Advantages of Using Mobile for B2B Lead Generation

The Advantages of Using Mobile for B2B Lead Generation in Australia

Mobile has become increasingly popular among B2B marketers. Seeing that most business executives use their smartphones and tablets to scout for products and services for certain needs, solutions providers are seeking to leverage this relatively new medium to gain huge advantages and opportunities.

This post from Regalix details the grand benefits mobile marketing entails.

Provides for instant reach

Provides for instant reach - The Advantages of Using Mobile for B2B Lead Generation in AustraliaBusiness executives rely on mobiles to do everything from locating a vendor office to viewing demos on their smartphones. Mobile advertising capitalizes on this dependence by allowing marketers to reach their target audience almost instantly as opposed to email or other channels where one has to wait till the customer checks his/her mail or comes in contact with that message.

Overall cost-effective

Overall cost-effective - The Advantages of Using Mobile for B2B Lead Generation in Australia

Mobile advertising can cost significantly lesser for marketers as compared to other advertising formats offline and online. Google’s mobile ads are cheaper than their desktop ads which is something marketers should take advantage of in order to enhance brand awareness and drive conversions among their mobile audience.

Related: Top Tips to a Better Mobile Marketing Experience

Reach customers during their time of need

Reach customers during their time of need - The Advantages of Using Mobile for B2B Lead Generation in AustraliaMobile advertising in the form of search and paid mobile ads also allow marketers to reach customers at their point-of-need, which basically means the time when they’re searching for something urgently or sometime during the initial stages of their purchase journey. Marketers can now utilize Ad extensions such as Click-to-call by Google which basically allows customers to call the business by clicking directly on an advertisement.

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Higher engagement using rich media formats

Higher engagement using rich media formats -  The Advantages of Using Mobile for B2B Lead Generation in Australia

Rich media formats in mobile advertisements are known to spark engagement and promote a higher level of interaction with the target audience. The report “The State of Mobile Advertising” Q2 2012 indicates that two-thirds of users that click through to a video will complete the interaction, with an average dwell of 52 seconds.


Targeting and personalization

Targeting and personalization - The Advantages of Using Mobile for B2B Lead Generation in AustraliaMarketers can also tailor ads to their target audiences based on criteria such as location, device type, etc. This allows marketers to capture their audiences using highly personalized advertisements tailored specifically for them. For instance, marketers can now go one step further with location targeting by not just focusing their ads on a prospect from a geographic stand-point but also from a mobile standpoint – whether they are home or at office or close to your office? By identifying where the prospect will be when they are reading your ads, you can further customize your advertising to your target audience.

Considering to move to mobile but you just don’t know where to start? You can employ a B2B lead generation company in Australia to help you dominate the mobile sphere.


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