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The pitfalls of marketing automation


Automation tools can make our life and work a lot easier. Complex business processes are simplified with the snap of a finger: actions happen automatically thanks to triggers and suddenly filling in a form is faster than you can pronounce ‘automation’. But is it always a good idea to choose for automation tools? These are the pitfalls to keep in mind.

Starting too big

Seeing big is often not a bad trait. But when it comes to automating systems, it’s best to start at the beginning. Start automating everything? Not always a good plan. Set yourself clear goals and, based on those goals, map out where you can start. Make the plan concrete and above all achievable. That way you can easily test a new system and possibly rework it.

Just relying on the system

Let the system do its job and you with your feet in the air? Once in a while that can’t hurt. But when it comes to automation, try to make sure that you don’t outsource everything. Mistakes in communication can easily multiply as a result. In other words, monitoring is key. Try to keep an eye on things and check whether the automated processes are running optimally.

Choose quality over quantity

Thanks to automation tools, it’s becoming a lot easier to set up many campaigns at once. But don’t get caught in gluttony. A good campaign is worth two, so to speak. Therefore try to make sure that one campaign has gone well before you start on the next. This way you will avoid mistakes and will be able to enjoy the tool to the fullest.

The more, the merrier

Then only have your marketing team follow up the processes? Not necessarily. Find out which people in the company can still benefit from the tools. For example, your sales team can probably also extract a lot of useful information from the systems.

Test, test, test

We don’t like to admit it; but we sometimes naturally prefer to be lazy than tired. Testing the workflow of a system? We often prefer to put that task in the background. Yet it is a crucial step for anyone working with automation tools.

Check whether all systems are running optimally: do e-mails arrive correctly? Is everything running as expected? Is the sequence correct? It is better to test a little too enthusiastically than too little.

Need help with setting up automations? Immowi is happy to help!

Immowi Assistance

There is often an invisible wall between marketing and sales. Companies invest in marketing campaigns to generate leads, but do not take the right actions to turn those leads into customers. To remedy this shortcoming, the strategic online lead generator Immowi is adding a new extension: Immowi Assistance. Until now, we delivered high quality leads thanks to online marketing, but with Immowi Assistance we significantly increase the chance of these leads actually becoming customers. Thanks to this approach, companies that do business with us know how to convert their leads and have a platform where the leads are offered on a silver platter, ready to be converted into valuable customers.
Extremely result-oriented
We could make it easy on ourselves and be happy with just bringing in high-quality leads. But it’s frustrating when your hard work doesn’t follow through. Immowi’s great strength has always been that we are very results-oriented. Many marketers have a reputation for selling hot air, because they can’t substantiate their returns. We did that right from the start, and that’s why we were able to grow from one to more than 10 full-time employees in a very short period of time.
With MyImmowi we just go one step further than what classic lead generators do. We go to the point where a lead becomes a valuable prospect. We help our customers convert their leads into customers.
Entrepreneurial mindset always in mind
MyImmowi builds the bridge between marketing and sales. We Make it as easy as possible for the client to contact the lead. You have to keep them warm. If you let a few days or even weeks pass between the moment a lead shows interest in your product and the moment you contact that lead, you will lose him. Then your success ratio will remain low. So, we try to immediately set an appointment in the diaries of our clients’ salespeople. You have to strike while the iron is hot.
Letting sales people do what they do best
Sales people like to sell, but they thoroughly hate administration. They keep track of their leads, their appointments and their deals in Excel, or even with pen and paper. They only keep track of their own prospects. Many companies do not have a sales pipeline. So, you risk sending a quotation to a customer after a successful meeting, but ultimately missing the customer because you forgot to follow up on the quotation. You’re almost done, but because of the lack of a decent digital process you miss out on a customer – and therefore also on turnover.
We pick the low-hanging fruit for our customers. We automate the entire process from lead to customer, and put it into one clear dashboard. This way, as a business manager, you can follow everything from A to Z. How many leads does a campaign produce? How many of those leads drop out along the way? How many become customers? What stage is each lead in? The personnel cost of sales people is very high in many companies. If sales people do not lose time calling leads and recording appointments – which we do – they can focus on what they are really good at. And that is still selling, closing deals.
Measuring ROI to the euro
We bring marketing and sales under one roof. That way, you can make your campaigns much more effective. Imagine that your campaigns for one brand on Facebook and on Google both generate 10 leads, but that 8 of those 10 Facebook leads become customers and only 2 of those 10 Google leads. If you’re purely marketing, you won’t get that information and so you’ll continue to put the same amount of effort into Facebook and Google.
If you also include the sales part and you do get that information, then you can turn the right buttons, redirect your budgets and generate much more turnover.