What’s going wrong? Many organizations use marketing automation software, but the performance often leaves a lot to be desired. So what’s going wrong? Here are 5 planning tips to help you get the most value out of your marketing automation tool. Challenge #1: Marketing automation doesn’t drive web traffic. It converts traffic into leads. Tip #1: Help customers find you Offer what people are looking for: • Focus on customer needs & pains • Optimize for organic SEO Challenge #2: Marketing automation is just a tool, not an autopilot. It’s not a replacement for savvy marketing staff. Tip #2: Have a plan Develop a smart strategy: • Nurturing plan to “heat up” leads • Progressive Profiling to “get to know” your leads • Lead scoring strategy to identify sales-ready leads o Automating lead scoring typically gives mixed results Challenge #3: With no gated content, there is no incentive for leads to tell you more about them. Too many gated assets can make your website navigation tedious and discourage exploration. Tip #3: Gate your most valuable content Quality is king when it comes to deciding what content to gate. Only gate your most valuable content • Nobody wants to give their personal information for low value content • Examples of high value content: webinars, case studies, whitepapers Challenge #4: Gated asset access requests don’t generate enough specific information. Asking for too much information at once can scare leads away. Tip #4: Ask for new information only Don’t ask for what you already know. Use progressive profiling to learn more about your leads • Builds your lead profile gradually • Fewer required form fields reduce hassle for your leads o Improves form completion rates Challenge #5: Nurturing and sales emails sent to captured leads achieve low click-through rates. Tip #5: Send your leads the right content Send your leads useful and relevant content. • Don’t abuse email addresses for immediate unsolicited sales offers. • Don’t assume every lead enters the funnel and is nurtured along in the same way. • Use good segmentation to drive your messaging. o Let leads self-select what interest area they want to receive more content about.