15 December 2015


There are many reasons why companies would and should use a marketing automation platform. But there are also good reasons not to! Here are just 6 of them:

1. You don’t have an inbound strategy
Congratulations, this is probably THE best reason! You see, marketing automation is a lead nurturing tool. You use it to send relevant, contextual messages to different contacts in your database. But before you can do that, you have to create buyer personas and define where they are on their buyer’s journey so you can use the right content at the right time and place in order to attract, convert, close or delight.
But, if all of this is hieroglyphic to you, marketing automation won’t do you any good. A fool with a tool is still a fool, right? So find yourself an inbound specialist first and start from there.

2. You haven’t set clear goals
Goals are essential to your marketing automation. Platforms like HubSpot are built around your marketing goals to nurture your leads at just the right time with just the right content with context, helping you achieve your goals. But if you don’t have goals, there is little to achieve. If you don’t like KPI’s, marketing automation is not the right toy for you and you’re better off spending fortunes on ads nobody ever reads.

3. You don’t have the right team for it
Inbound marketing is the best way to align sales and marketing and to set common goals. And for once IT can talk about something other people actually understand (in a way). What a great opportunity to create a dream team! Unless you don’t have any players of course…
If you have invested in a marketing automation tool, and you do not know how to use it, the investment probably will not give you a return. Remember that software is only software, the success of investments always depends on the right people. So start looking for the right people before you look for the right software.

4. You just want an email tool
Ok, it’s a start. But why stop there if you can accomplish so much more than just sending emails to prospects. You can use your platform to send internal notifications, score leads, and even personalize the content on your website to each viewer. You can build targeted segments from your contact data, create workflows, and use branching logic and visualization so you can nurture leads efficiently down the funnel.
And what happens when your list runs low or the addresses erode? A full-funnel marketing platform can give you tools to grow your list in addition to sending information to it. Well, it’s all about ambition I guess.

5. You’re looking for a quick and easy solution
Well, that’s definitely a good reason because a full-grown platform takes time and effort to integrate. And you will need even more time to learn how to handle it. But once you have done that, you will catch up so fast it’ll blow your competition away! So yeah, it’s an investment. But think about all the time you have wasted on things that didn’t work… And you’re still reading so it can’t be that bad.

6. You don’t have the budget
If you don’t have money, your business isn’t doing too well and you probably need an inbound marketing plan to get more leads and convert them into customers. Talking about a catch 22!
But hey, what about all that money you spend on advertising and fairs and cold callings and ineffective marketing partners? Consider redirecting the money that you are already spending to something that is efficient, effective and measurable.

So there you are: 6 good reasons not to go out and buy any marketing automation software. Spend your money wisely instead and start looking for a real inbound marketing solution.

Do you want to learn more about Inbound Marketing and Marketing Automation? Contact us.

Peter Foubert

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