Examples of MA introduction failures and their reasons [2022] !

I think there are many people who say, “I want to introduce MA, but I’m worried if I can use it well.” Therefore, this time, we will explain MA failure cases, reasons, and points to avoid failure.

Introducing a new tool is costly and time-consuming, but MA is a very useful tool. Read this article to deepen your understanding of MA.

What is MA

MA is an abbreviation for “marketing automation” and refers to automating a part of the marketing process. If you introduce MA tools, you can automate data analysis, mail delivery, scoring, etc.

The introduction of MA tools not only solves the shortage of personnel, but also improves the quality of marketing. By improving the quality of marketing, you can aim to expand your company’s profits.

Three benefits of introducing MA

Here are three specific benefits of introducing MA.

1. Improved work efficiency by automating some processes
2. Data management made easy
3. Results can be checked using the report function

(1) Improving work efficiency by automating some processes

It takes a lot of time and effort to manually analyze huge amounts of data. However, if you introduce MA, you can always get the latest analysis results automatically.

In addition, you can automatically analyze prospective customers who are particularly interested in your company’s products, so you can efficiently shift to sales activities. In this way, you can streamline your work by automating some processes. It can also deal with labor shortages.

(2) Easy data management

Companies handle a huge amount of personal information about their customers. However, the introduction of MA tools with security measures makes it easier to manage personal information.

Furthermore, by linking MA tools with external services such as Salesforce , data can be managed collectively.

(3) Results can be checked using the report function

Some MA tools have a reporting function. The report function is a function that automatically analyzes a company’s marketing-related efforts and summarizes the results.

Finding improvements from published reports will enable better performance.

3 MA introduction failure cases

MA tools are very convenient, but there are many cases where introduction fails due to inability to use them well. This time, I will introduce three cases where the introduction of MA failed.

1. Failure to cooperate between departments | Leverages Inc.
2. Failed to spread tools | Genius Web Co., Ltd.
3. I thought that all work would be automated | Venture Net Co., Ltd.

①Failure to collaborate between departments | Leverages Inc.

Leverages Co., Ltd. has introduced MA tools to acquire new customers and carry out marketing suitable for customers. However, in using the tool, the sales, marketing, and system departments did not cooperate well.

As a result, we were unable to share and respond to customer inquiries. Data and information obtained through tools should be shared among other departments as soon as possible.

(2) Failed to spread the tool｜Genius Web Co., Ltd.

Genius Web Co., Ltd. has introduced MA tools to share customer information.

However, data entry habits did not spread among employees, and it was difficult to collect data. This is because we were unable to spread the customs of the management side to the field side.

When introducing a new tool, hold seminars and repeatedly announce precautions to instill in employees the habit of using the tool.

(3) I assumed that all operations would be automated | Venture Net Co., Ltd.

Venture Net, a shareholder company, has introduced MA tools to automate all operations. MA tools can only automate part of the marketing process .

However, Venture Net Co., Ltd. did not have detailed knowledge about this point, and thought that all operations could be automated. Due to this difference in perception, I stumbled at the beginning of the introduction and was not able to use the tool well.

When comparing and introducing MA tools, be sure to understand the features of each product in detail.

5 Reasons MA Implementation Fails

Why does the introduction of MA fail? Here are five common reasons.

1. The purpose of introducing MA is unclear
2. Lack of manpower for tools
3. Insufficient number of leads
4. Website has issues
5. Lack of employee knowledge and understanding of MA

(1) The purpose of introducing MA is unclear

If the purpose and goals for introducing MA are unclear, it will be difficult to see how the tool will be used. By clarifying your goals and objectives, it becomes easier to understand what you need to do to achieve them.

Before introducing any tool, double-check your goals and objectives and choose the right tool for them.

(2) Lack of human resources who can handle tools

If there are no personnel who can handle the tools, they will not know how to use the tools and how to deal with defects. If you don’t know these things, even if you spend money to introduce tools, it will be useless.

It would be a good idea to gather human resources with knowledge of IT and sales tech and set up a countermeasure team. If you don’t have the resources to handle the tool , choose a tool that has a well-established support system .

(3) Insufficient number of leads

One of the major capabilities of MA is the development of prospective customers. However, if the number of prospects is small in the first place, introducing the tool does not make much sense.

Allocate that cost to advertising expenses and get leads first. MA tools are most effective when there are prospective customers.

Collect and analyze as much data as possible to score your prospects.

④ There are issues with the website

A prospect visits your website, but if the website lacks content, they will quickly leave. Let’s check the website again and see if it conveys the appeal of the company sufficiently.

In addition to posting the information you want to provide and the features of your company’s products , improve it so that you can easily contact us by introducing a chatbot if possible.

⑤Insufficient knowledge and understanding of MA among employees

Collaboration among all employees is essential when using MA tools.

For example, analyzing customer data requires a certain amount of data. However, if employees neglect data entry, it will be difficult to collect data.

Getting the most out of the tool requires a company-wide effort. Let’s share information such as the purpose and method of using the tool, the effect after use, etc. in an easy-to-understand manner .

3 points for not failing to introduce MA

I will explain the points for not failing to introduce MA. The following three points are introduced here.

1. Confirm the purpose and operation plan before introduction
2. Securing enough leads and improving the website
3. Acquisition of knowledge through participation in seminars, etc.

① Confirm the purpose and operation plan before introduction

First of all, before introducing MA, let’s check the points such as “why to introduce” and “for what purpose”. By clarifying the purpose, it will be easier to make an operation plan after introduction.

Then think about what to do in the event of a problem with the tool, inform employees about the introduction of the tool, and establish a system for operating the tool. It is also effective to use the support provided by the tool provider when planning an operation or consulting on problems .

② Securing a sufficient number of leads and improving the website

If you don’t have a lot of leads, you won’t realize the maximum effect even if you spend money. First of all, let’s strengthen information dissemination media such as websites so that people will be interested in your company.

If you put up a banner on your website or use a chatbot, you might get more inquiries and get more information. Collaborate with other departments so as not to miss the opportunity to acquire new customers.

(3) Acquisition of knowledge through participation in seminars, etc.

Participating in seminars is effective for acquiring knowledge of MA tools.

Crowd Circus Co., Ltd., which provides the MA tool “BowNow”, regularly holds seminars on MA. There are seminars that you can attend for free, so it’s a great opportunity to learn about MA.

In addition, study sessions are also held for users of “BowNow” to further utilize the tool. It’s basically online, so it’s easy to participate.

Three MA tool comparison points

Here are three points to keep in mind when comparing MA tools.

① Can I try it for free?

When introducing a tool, I think there is resistance to suddenly introducing a cost. Take advantage of the free trial version to see if it’s really right for you.

Using the free versions of multiple tools will make it easier to compare which one is the best fit . Please compare and consider from various viewpoints such as available functions, usage fee, security and support system.

There are tools that can be used for free forever, so let’s try it.

②Is the necessary function installed?

What features do you need most in your company? Whether it’s an email delivery function, a prospect scoring function, or a data analysis function, the points that companies focus on differ greatly.

Based on your company’s purpose, clarify what features you need the most. Then choose among tools that specialize in the features you need.

③Is there a support system in place?

What should we do when something goes wrong with the tool or when we can’t make a good operation plan? If a company does not have personnel who can flexibly use MA tools, they tend to stumble on using the tools when problems arise.

However, if the company that provides the tools supports us, we can rebuild the operation system. When comparing tools, check to see if the company offers phone or email support.

Recommended MA tools

Here are three recommended MA tools.

1. BowNow | Free to start
2. SalesAutoPilot | Unlimited Leads
3. SATORI | Abundant lead analysis and reporting functions

①BowNow ｜Start for free

BowNow is an MA tool provided by Cloud Circus Co., Ltd. The best part about this tool is that you can start using it for free.

The characteristics are described in the following.

<Recommended for companies like this>

BowNow can be used for free, so it is recommended for companies comparing MA tools. In addition, seminars are held regularly, so it is also recommended for companies that want to acquire knowledge of MA.

Try it for free and upgrade your plan as needed. BowNow has a relatively reasonable price range for its paid plans.

②SalesAutoPilot｜Unlimited number of leads

SalesAutoPilot is a basic free MA tool. However, it does not support Japanese, so English proficiency is required.

The characteristics are described in the following.

<Recommended for companies like this>

SalesAutoPilot is a free MA tool similar to BowNow. Even with the free version, you can have unlimited leads and send up to 400 emails per month.

If you need more than that, you’ll need to upgrade to a paid plan, but the free range is pretty easy to use. However, since the only supported language is English, we need personnel who can speak English.

③SATORI｜Extensive lead analysis and reporting functions

SATORI is an MA tool currently used by over 1,000 companies.

The characteristics are described in the following.

<Recommended for companies like this>

SATORI can also approach anonymous leads and analyze leads from various perspectives. In addition to e-mail delivery, you can also set pop-up notifications.

Compared to other tools, the monthly fee is a little expensive because of the extensive lead analysis and reporting functions. Therefore, it is recommended for companies that are accustomed to using sales tech.

Summary

This time, I explained the failure cases of MA introduction and countermeasures. MA is very convenient if it can be used well, but there are many cases where the introduction fails.

Make sure you have a clear understanding of what the purpose of the introduction is before you begin. Use this article as a reference to create the best operational plan for your company.