It’s amazing how a number of clients I have consulted with have no problem spending to bring in the “best” marketing automation platforms money can buy. But in reality, many marketing automation investments fail according to Hubspot:
However, the term “marketing automation” has become a buzz-word, where marketers seek out marketing automation software under the impression that all of the digital marketing tools necessary for growth, including those needed to generate new leads, roll up under the hood of marketing automation. This misconception leaves many marketers with sophisticated tools to automate the middle of their funnel, but no solution to generating new leads to nurture in the first place.
hubspot
Too many marketers add to this investment with more dollars spent on lists rather than nurturing their inbound leads and building good lists around them! True customer experience and journey mapping starts with knowing what brought the visitor(s) to your website and how they interact with the content and hopefully convert. Once you map out those elements then you can start your lead nurturing campaigns and don’t forget A/B testing along the way with platforms like Optimizely:
Testing takes the guesswork out of website optimization and enables data-informed decisions that shift business conversations from “we think” to “we know.” By measuring the impact that changes have on your metrics, you can ensure that every change produces positive results.
optimizely
Strategic Consulting Management 