1. Not trusting the experts or being transparent
Hiring experts (whether internal or external) and then not letting them do their job.
2. Focusing on what’s not working
For instance, hyper-fixating on what is new and shiny instead of what has worked historically.
3. Website fails the ‘Mom Test’
If your mom can’t look at your website and understand what you do, you’re losing potential customers.
4. Bad A/B testing
For instance, tests focusing on the top-of-funnel and avoiding the rest of the journey to sale.
5. Not putting your money where your mouth is
Companies refusing to spend on a well-maintained and optimized website, user onboarding, marOps stack — all the things that lead to improved marketing performance.
6. Ignoring the big picture data and seeking granular perfection
Common tracking issues are to miss out on the high level view of how the company or a program is performing and to keep searching for the perfect view (which doesn’t exist)
7. Treating analytics as a project that can be completed
Setting up analytics isn’t something you do once and then forget about it. It requires iteration and constant improvement.
8. Trusting data and reports without looking deeper
When people start with a hypothesis, they can see data that supports it, leading to compelling but incorrect reports. Tying everything back to high level blended metrics prevents this from happening.
9. Making big account and ignoring the rules
Making big or frequent account changes can send your campaigns into learning which seriously impacts performance. Platform rules matter and differ by platform.
10. Blindly following trends or treating marketing like a marriage
Just because you saw it on LinkedIn or in an article doesn’t mean it will work for you. Conversely, you can’t be committed to one type of marketing. Success requires a mixed marketing approach.
