{"id":2956,"date":"2011-03-02T14:01:43","date_gmt":"2011-03-02T22:01:43","guid":{"rendered":"http:\/\/www.regnordman.com\/?p=2956"},"modified":"2011-03-02T14:01:43","modified_gmt":"2011-03-02T22:01:43","slug":"marketing-automation-ma-likely-a-really-bad-idea-for-you","status":"publish","type":"post","link":"https:\/\/www.regnordman.com\/2011\/03\/02\/marketing-automation-ma-likely-a-really-bad-idea-for-you\/","title":{"rendered":"Marketing automation (MA) likely a really bad idea for you."},"content":{"rendered":"
\n
\"Bertrand<\/a>

Image via Wikipedia<\/p><\/div>\n<\/div>\n

Marketing automation<\/a> (MA) \u00a0is likely a really bad idea for you. \u00a0 At one time I was selling accounting software for the first micro-computers<\/a>. \u00a0Quickly we would discover (as we were implementing) that we were trying to shoehorn into a perfectly good solution, \u00a0a company that had very poor or almost no accounting systems beyond a shoebox, i.e. no \u00a0process at all. \u00a0Yah technology was going to solve their problem. \u00a0We had to step back and \u00a0first create a paper accounting system (their dime, our time so it \u00a0hurt) \u00a0 Lots of scars.<\/p>\n

The same mistakes were then made with ERP and CRM<\/a> implementations (automating a bad or nonexistent process). Lots of money spent on these and on implementation. (Bigger shoehorns) \u00a0 And now it is being played out with MAutomation. Since 95% of companies do not have a well thought out, strategic, successful \u00a0lead gen\/nurturing process,\u00a0 MA will be a waste of their money.<\/p>\n

Perhaps \u00a0Freemium<\/a> companies think they need MA to sort through the hordes of unqualified down-loaders. I suggest they take the money they would spend on automation and really work on their message, segmentation, targeting and building relevant compelling content . \u00a0At the same time really nail down a proven process. \u00a0Then use MA to \u00a0help grow your business. \u00a0 Remember, \u00a0think, \u00a0then act. Things just work better that way. \u00a0(You move your spend to an investment that pays back.)<\/p>\n

Of course this would require the CEO to know this stuff. Tell me when you meet one of these, since its always easier to buy technology than to solve the problems you have created yourself. \u00a0\u00a0Marketing Automation is likely a waste of your money, but \u00a0its not the software, its you.
\nAnd that’s 30<\/p>\n