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Automation is a marketing megatrend.
It allows your lead generation efforts to scale because you don’t have
to guide every single prospect through your sales cycle. The promise is
alluring; you sit back and watch your business grow.
But there is a cost to scaling via complete
automation. It’s the ‘human powered’ touch points in your sales cycle
that help build trust, create a genuine connection, and set up your
customer for a long-lasting partnership with you.
Given the positives of a human-centred
approach to marketing, maybe you shouldn’t automate every single aspect
of your sales cycle. Yes, automate where it makes sense, but if you can
also understand where human contact really matters, you will benefit the
most from marketing automation options.
What is the promise of automation?
Automation is a current marketing buzzword. It makes
all sorts of promises: use technology to automatically grow your
business. The fantasy is that you can set-it-and-forget-it with your sales process. Simply create a funnel – drip campaigns, chatbots, autoresponders – and then automate.
But things are different in practice. Yes, you can
market at scale, but put yourself in your customer’s shoes. When you’re
sold to without ever interacting with a human, how does that make you
feel?
For most small businesses, it’s exactly that
familiarity and personability that allows them to compete against larger
rivals. So don’t just try to ‘out automate’ the large-scale automaters; try to give your customers a personal touch at the critical touchpoints of your sales process.
Do you really want to ignore customers and leave critical moments to autoresponders?
What is lost with automation?
How you handle moments o… Read More
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