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Mike Lieberman, CEO and Chief Revenue ScientistThu, May 18, 2017 4 min read

7 Marketing Automation Tips and Tricks

{}You’ve engaged a HubSpot Partner to grow your business and it’s working! Business is booming. But now, the day seems to run out of hours before you manage to accomplish everything on your list. It’s time for a change.

Maintaining marketing efforts and increasing sales can be difficult as a business grows. But there is a solution that can make marketing efforts more organized, effective, and cost efficient. That solution is known as marketing automation.

While marketing automation can make your efforts more effective, when used incorrectly, it can leave your customers feeling annoyed and turn away potential leads.

Keep reading to learn seven tips and tricks on how to introduce marketing automation to your business the right way.

1. Don’t Abuse Email

Sending too many emails is a big mistake. It can leave your current customers and leads feeling bombarded with information they might notbe interested in. 

Instead of annoying your email list with repetitive or vague messages, try tailoring your content to their needs and their positions in the buying process. A cohesive flow of messages will be much more effective, such as thank-you emails or follow-ups with relevant content.

2. Don’t Buy Lists—Build Them

Buying lists can leave you emailing people who have no interest in your services and no intention of participating in any buying journey. It’s more effective to put in the extra effort and build your own list of legitimate leads.

It’s also important to always be building that list. Email lists might not have an expiration date, but their data does decay. Nourish your current customers, but also remember to replenish your roster with new leads as well.

3. Narrow Your Content and Audience

No one customer is the same as another. Each person experiences the buying journey at different times and has an interest in different things. By grouping emails together, you could leave your customers confused at the timing and topic of the content. 

If a lead has downloaded a piece of content, it would be best practice to send that email recipient similar content next time. Offering content on a completely different topic could leave your leads confused and feeling misunderstood.

4. Explore New Content and Channels

The world has gone digital. Businesses must adapt to the new ways customers buy products and services if they want to survive. People are interacting with companies on many different channels.

Find a marketing automation program that lets your strategy live across multiple platforms, such as your company’s website and social media.

5. Don’t Forget the Sales Team

There is nothing more damaging than over-nurturing a lead. Communicating with the sales team is vital when using marketing automation to ensure leads are not being overwhelmed by emails and phone calls from both teams. 

Create a hand-off strategy to send prospects to sales people when they’re ready to buy.

6. Remember Current Customers

Remember that customers who have purchased from your business before are more likely to purchase again. They are already engaged and therefor easier to sell to. Sending customer appreciation emails can go a long way. 

Tailor your content to remind them of their previous purchasesand how you appreciate their business. Nurturing new leads is hard, but convincing a disappointed customer to return is much more difficult.

7. Have A Human Touch

Marketing automation allows you to connect with thousands of customers and provide them with exactly what they need, when they need it. However, this relationship should not turn overly robotic. 

Maintaining a human voice will help you increase sales, while connecting with your customers at the same time. It’s all about balance.


Mike Lieberman, CEO and Chief Revenue Scientist

Mike is the CEO and Chief Revenue Scientist at Square 2. He is passionate about helping people turn their ordinary businesses into businesses people talk about. For more than 25 years, Mike has been working hand-in-hand with CEOs and marketing and sales executives to help them create strategic revenue growth plans, compelling marketing strategies and remarkable sales processes that shorten the sales cycle and increase close rates.