Ah yes, a fascinating consequence to automation.
When your marketing automation campaign is doing a better job collecting dust than driving actions you’re suffering from…
‘Set it and forget it’ syndrome.
But don’t beat yourself up over this. ‘Set it and forget it’ syndrome is a super common, real-
world issue that occurs when…well, when anything is automated.
Broadly speaking, when you expect something to work a specific way automatically, it’s natural to feel that you should be able to wipe your hands of that project, and begin applying your time towards other work. But obviously, we know there are consequences to this. Just think about the stories we hear about Tesla drivers. Some have an expectation of full driving automation, so they set it and forget it while on the road, then crash when the automation glitches.
Thankfully, with marketing automation, rarely are there any physical injuries. Maybe some bruised egos.
But my point is, this ‘set it and forget it’ phrasing gets thrown around by angry executives who feel like their team has fallen asleep at the wheel, but the truth is, it’s just a natural consequence of any automated process.
So what do you, as the leader of your company’s marketing department, do to address this?
Standard Operating Procedures
Apply some simple standard operating procedures. Here are some that our team executes on a regular schedule:
And if you can afford it, it’s best to have at least one employee fully dedicated to the oversight of your automated campaigns. If this isn’t possible, working with an agency who specializes in marketing automation could really help, and likely could deliver more value for the cost.
So if you find that your marketing automation workflow is kind of… gathering dust… get some simple operating procedures in place.
MDT has been helping businesses build and deploy automated, omni-channel marketing campaigns for over 15 years. From personalized video to wear & share technology, our suite of automated campaign boosts can help ramp up your targeted campaign conversion rates. We’d love to show you how.
Give us 15 minutes and we’ll show you 3 ways to improve the performance of your automated customer journey campaign. Schedule your discovery call here.
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