Top 5 Automation Mistakes B2B Brands Make

Approximately 75% of businesses today use automation tools.  In the iGaming industry, automation is everywhere – from CRMs to lead scoring models to marketing automation tools to lifecycle emails. On the surface, this might look like progress. After auditing B2B iGaming marketing and sales funnels, one common pattern consistently showed up: whether brands are heavily automated or just getting started, growth rarely keeps pace with the tools they’ve put in place.

The issue was never that automation doesn’t work. But it is with the implementation, which is often carried out too early, too fast, or sometimes in isolation. 

In this post, we break down 5 automation mistakes B2B iGaming brands commonly make and how to fix them before they quietly erode growth. 

5 Automation Mistakes B2B Brands Make

1. Marketing-Sales Misalignment

When your sales and marketing teams aren’t on the same page, things unravel fast; leads go cold, customer experience starts to feel disjointed, and handoffs get messy. And before you know it, the ROI starts dropping quietly. 

The consequences can be significant:

• Poor account management
• Slower deal velocity
• Reduced retention and win rates

How to Fix It:

Treat automation as a shared revenue system, not a marketing tool.

• Centralise Your Data: Connect your marketing automation, CRM, or any other sales tools for a centralised view of every account. 
• Streamline Workflows: Build marketing campaigns that directly support your sales outcomes, not just impressive-looking metrics. 
• Collaborate on Account Planning: Create shared ABM lists, co-own key accounts, and engagement strategies. 

2. Neglecting Analytics

Analytics is the backbone of any successful automation strategy, yet it is one of the most underutilised areas we see in the B2B iGaming space. As a matter of fact, data-driven personalisation alone can boost revenue for B2B brands by up to 40%. 

And, when you ignore analytics, the results could be missed opportunities, poor ROI visibility, and budget inefficiencies 

How to Use Analytics Effectively:

• Track what influences conversions, not just what generates leads. It’s important to look beyond traffic-form submissions, SQLs, and sales-qualified leads.
• Keep a close look at measure form submissions and sales-qualified leads. 
• Regularly review performance metrics. 
• Test and adapt. Run A/B testing on CTAs, subject lines, and send times.
• Adjust workflows based on what moves accounts forward, not what inflates activity metrics.

3. Automating Broken Processes

Automation should make your marketing efforts more efficient and not multiply your struggles. Yet it is too often seen in iGaming that automation is layered on top of clunky workflows. This results in wasted spend, dropping engagement, and more errors. 

Here are some automation red flags to watch out for:

• The reduction in the engagement levels 
• Rising acquisition costs

Fixing these flags can bring different advantages to your iGaming marketing efforts, like better user adoption, quicker campaign launches, lower maintenance needs, and less time troubleshooting. 

How to Improve Broken Processes:

• It is important to map before you automate. Visualise the complete marketing workflow to identify weak links and bottlenecks. 
• Optimise processes. As an ideal fix for that, group related tasks and remove waste. 

4. Missing System Integrations

Poor or incomplete integration is one of the most common martech problems in the B2B iGaming space. When automation tools are not effectively integrated with analytics, CRM, or sales platforms, various problems arise for iGaming brands, including:

• Inconsistent operator data
• Disconnected workflows
• Missed follow-ups and reporting gaps

It is also essential that your CRM supports APIs and built-in connectors that can help create custom integrations.

Key Factors to Ensure Integration Success

• Review your tech stack. Identify where your systems overlap and fail to sync. 
• Set data standards. Keep fields, formats, and naming consistent across platforms.  
• Close the skill gap. Combine internal training and vendor-led training to ensure seamless user adoption. 

5. Inaccurate Data Management

The strength of automation is only as good as the data it uses. Yet, a lot of B2B iGaming brands fail to manage their data. Messy data disrupts campaigns and undermines results. 

Some of the common data management problems include duplicate records or outdated information, affecting resource and analytics efficiency, sales team confidence, and campaign performance. 

Key Things to Improve Data Management

• Build a clear and comprehensive policy for collecting and managing data. 
• Sync your CRM system with purchasing and invoicing. 
• Add validation checks at every data entry point. 
• Always verify customer contact details.
• Schedule regular data cleaning to eliminate duplicate entries and outdated records.
• Ensure your CRM and automation platforms support APIs or native connectors for long-term scalability. 

Next Steps

If these patterns feel familiar, the next step isn’t adding more tools. It’s tightening the system those tools run on.  Put data governance in place by ensuring regular validation checks and automated data cleaning across your sales and marketing channels. 

Next up is connecting your core tools. Make sure your CRM, marketing automation tools, content delivery, and analytics are synced in real time so you have a centralised view.  

Once you start addressing these mistakes and working on them, you’re not just doing automation anymore. You are running a data-driven, focused iGaming growth engine.