A CRM Full of Dust, Not Gold
Ever walked into a treasure room only to ignore the jewels? That’s what happens when companies neglect their CRM database. They have all the data but don’t bother using it to connect with customers in a meaningful way. No segmentation. No personalisation. No nurturing. It’s a waste, plain and simple.
Example: A retailer discovered that 50% of its marketing database had been opted out due to poor data hygiene. Inconsistent practices led to a significant loss of potential leads. Solution: They implemented a thorough data audit, re-engaged customers with targeted opt-in campaigns, and established regular data cleansing processes to prevent future issues.
SEO That Screams “We Don’t Care”
Your website is like your digital handshake. But if it’s slow, clunky, or invisible to search engines, it’s not a great introduction. SEO isn’t just a nice-to-have; it’s the foundation of being found online. Ignore it, and you’re practically handing leads to your competitors.
Example: An e-commerce business was struggling with toxic backlinks and self-cannibalising content, which confused search engines and tanked rankings. Solution: By disavowing harmful links and consolidating competing content, they restored clarity for search engines and regained higher rankings.
Using Data Like It’s 1999
Data should be your guiding light, not a foggy mirror. Too often, businesses either ignore the numbers or get fixated on vanity metrics like “likes” and “followers.” Meaningful insights require effort—but they’re worth it when they drive smarter decisions.
Example: A SaaS company realised they were misattributing marketing success due to incomplete tracking setups. Solution: They implemented a comprehensive tracking framework, aligned their KPIs with revenue goals, and used attribution modelling to understand true performance.
Forgetting What Makes You Special
Your USPs (unique selling propositions) are your superpowers. But if you’re not shouting about them in every campaign, you’re just another face in the crowd. Why blend in when you were born to stand out?
Example: A financial services provider downplayed their innovative fee structure to match competitors’ messaging. Solution: They refocused their campaigns on their USP, creating standout visuals and compelling content that highlighted what made them different.
Putting All Your Eggs in One Channel’s Basket
Over-reliance on a single marketing channel is like walking a tightrope without a net. Algorithms change. Costs rise. Diversifying your strategy isn’t optional; it’s survival.
Example: A fashion brand invested 50% of its marketing budget in paid search, relying on last-click attribution that inflated costs. Solution: They diversified into organic social, email marketing, and influencer partnerships to spread risk and optimise acquisition costs.
Budget Blues: Too Much or Too Little
Marketing budgets can feel like Goldilocks’ porridge—too much or too little and nothing’s just right. The trick is to align investment with clear goals. Scattergun spending rarely works, but starving your campaigns doesn’t either.
Example: An online retailer prioritised low-cost channels that delivered high volume but low-value customers. Solution: They conducted a cost-per-acquisition analysis and shifted focus to channels that attracted higher-value customers, even at higher upfront costs
Chaos in the Ranks
Whether it’s a mismanaged agency or an uncoordinated internal team, poor communication and unclear objectives can derail the best-laid plans. Marketing thrives on clarity, collaboration, and accountability.
Example: A global brand’s marketing and sales teams pursued conflicting goals, leading to fragmented campaigns. Solution: They introduced joint planning sessions and aligned KPIs across teams, fostering collaboration and unified execution.
Losing Touch with Your Customers
Do you really know who you’re marketing to? If you’re not solving their problems, they’re not listening. It’s that simple. Get out there and talk to them—surveys, interviews, social listening. They’ll tell you what you need to know if you ask.
Example: A tech company’s pricing strategy alienated customers, resulting in poor adoption and profitability. Solution: They engaged directly with customers through focus groups, adjusted pricing to better reflect perceived value, and rolled out educational content to build trust.
Letting Martech Collect Cobwebs
Martech tools are brilliant—when they’re actually used. Too often, companies invest in shiny platforms but fail to leverage them fully. Training your team and aligning tools with your goals are non-negotiable.
Example: A startup underused its marketing automation platform, leading to missed opportunities for personalisation and efficiency. Solution: By training staff and integrating the platform with their CRM, they automated lead nurturing and enhanced customer experiences.
Competitor Blindness
Always looking at your own marketing through rose-tinted glasses is dangerous. Knowing what your competitors are doing right isn’t copying—it’s smart strategy. Benchmarking keeps you sharp.
Example: A business overlooked shifting market trends, sticking to outdated strategies while competitors innovated. Solution: They adopted competitive benchmarking and trend analysis to realign their strategy and stay ahead of market demands.
Trends and Timing: Missed Boats
Disjointed campaigns and ignoring seasonal trends can leave you out of sync with your audience. Great marketing doesn’t just speak; it speaks at the right time.
Example: A retailer’s late holiday campaign launch left them playing catch-up while competitors maximised early demand. Solution: They developed a year-round calendar to plan campaigns well in advance, ensuring timely execution and readiness for seasonal opportunities.
Shiny Object Syndrome
Chasing every new trend while neglecting tried-and-true tactics is a recipe for inefficiency. Sometimes, the answer isn’t more; it’s better.
Example: A company prioritised AI tools without ensuring clean, actionable data to support them. Solution: They invested in data cleaning and governance to enable their AI initiatives, ensuring reliable insights and better decision-making.
High-Friction Customer Journeys
If your customer journey feels like an obstacle course, you’re doing it wrong. Simplify. Streamline. Make it easy for people to do what they came to do.
Example: An online subscription service saw 70% of potential customers drop out during a convoluted checkout process. Solution: They redesigned the journey functionality to allow for more customers to convert online.
Mixed Messages
Your marketing promise should match the customer experience. Inconsistency is a trust killer. If your messaging doesn’t align with reality, customers will notice—and not in a good way.
Example: A brand’s “limited-time” promotions ran so frequently that customers stopped believing in their urgency. Solution: They implemented authentic, well-timed offers with clear expiration dates, restoring trust and urgency in their campaigns.
Let’s Talk About It
These are just a few ways companies can unknowingly trip themselves up. What have you seen? Maybe you’ve witnessed marketing blunders firsthand or have your own stories to share. Let’s swap notes on marketing strategy and figure out how to do better together.