There’s no need to make a big deal out of it, everyone “messes up” sometimes. Even if, when it comes to Marketing Automation, the quality of support from the MA solution provider proves essential to avoid ending up… on the ropes. Benjamin’s candid confessions, as he tells us exactly what to do to… mess up ! Take advantage of his bad experience so you don’t do as he did !
“Excuses and all the other justifications won’t change anything : yes, I messed up my marketing automation project ! So what, there’s no need to make a big deal out of it ! It happens often and everyone messes up, right ?” Yes Benjamin, it happens to everyone and it’s even a good thing, because you learn practices not to use again in the future. So, Benjamin, tell us more about what you did and what should not be done…
Going it alone and believing it’s simple !
“First of all,” Benjamin points out, “I’d like to clarify that I chose a solution on the internet all by myself, without contacting the provider… At the same time, it looked so simple, I said to myself why not give it a try ! So I took the plunge and subscribed !” Especially since Benjamin assures us that he had read a lot (books, articles on specialized blogs…) about Marketing Automation tools and everything related to them ! In short, Benjamin felt equipped and ready to climb the hill…
Except that he quickly realized he was tackling a mountain and that the knowledge he had acquired was not enough to make his Marketing Automation project a success.
Knowledge is one thing, practice is another…
“Well, I’ll spare you the steps of connecting the solution to my CMS, I didn’t choose a solution with an integrated CMS because I didn’t want to migrate my site… Or feed the MA tool with my contacts… Nothing very complicated, and besides I love the technical side !”
Well then, Benjamin, where is the problem ? “The results ! Well, the results just aren’t there…” What do you mean the results aren’t there ? “Actually, I thought it was enough to put the tool in place and everything would run like clockwork !” And ? “Well, no, that’s not how it works !”
“I didn’t think of everything !”
If I understand correctly, Benjamin, you confused the tool with the objectives ?! “Yes, but not only that… Actually, I didn’t work enough on my personas and my site’s segmentation… And on top of that, I messed up when setting up my relational scenarios following this or that action taken by visitors to my site. In short, I didn’t think of everything !”
You weren’t supported at all in your process, Benjamin ? “No, that’s why I made silly mistakes, like forgetting that you can assign negative scores with the scoring tool, and so I reached out to prospects who weren’t as hot as I thought… So I kind of feel like I lost a lot of time and quite a bit of money in this story.”
What conclusion do you draw from this unhappy experience, Benjamin ? “Don’t go it alone, above all don’t go it alone ! The tool is good, but it isn’t enough so, above all, get support from experts because otherwise it’s a disaster…”
There, there, Benjamin… Here, take this handkerchief and dry your tears… All is not lost ! Come on, we’ll help you… But please dry your tears…
